Marketing and Upper Saddle River Essay

Submitted By Sanjeev3860
Words: 1580
Pages: 7
Chapter 2
Service
Characteristics of Hospitality and Tourism
Marketing
©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458

Marketing for Hospitality and Tourism, 4th edition
Kotler, Bowen, and Makens

“Managers do not control the quality of the product when the product is a service . . . .
The quality of the service is in a precarious state – it is in the hands of the service workers who
‘produce’ and deliver it.”
-Karl Albrecht

©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458

Marketing
Marketing
for Hospitality for Hospitality and Tourism, and Tourism,
4th edition
4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens

Chapter Objectives
• Describe a service culture
• Identify four service characteristics that affect the marketing of a hospitality or travel product. • Explain marketing strategies that are useful in the hospitality and travel industries
©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458

Marketing
Marketing
for Hospitality for Hospitality and Tourism, and Tourism,
4th edition
4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens

The Service Culture
• The service culture focuses on serving and satisfying the customer
• Empowers employees to solve customer problems
• Majority of many countries’ GDP is service based
©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458

Marketing
Marketing
for Hospitality for Hospitality and Tourism, and Tourism,
4th edition
4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens

Characteristics of Service
Marketing

©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458

Marketing
Marketing
for Hospitality for Hospitality and Tourism, and Tourism,
4th edition
4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens

Management Strategies for
Service Businesses
• Service companies must increase their competitive differentiation, service quality, and productivity
– Increase in competition and costs
– Decrease in productivity and quality
©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458

Marketing
Marketing
for Hospitality for Hospitality and Tourism, and Tourism,
4th edition
4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens

Service-Profit Chain
Five Links:
• Healthy service profits and growth
•

Satisfied and loyal customers

•

Greater service values

•

Satisfied and productive service employees

•

Internal service quality

©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458

Marketing
Marketing
for Hospitality for Hospitality and Tourism, and Tourism,
4th edition
4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens

Three Types of Marketing in
Service Industries

©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458

Marketing
Marketing
for Hospitality for Hospitality and Tourism, and Tourism,
4th edition
4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens

Internal and Interactive
Marketing
•

Internal marketing means the service firm must effectively train and motivate customer contact employees

•

Interactive marketing means the perceived service quality depends heavily upon the buyer-seller interaction during the service encounter ©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458

Marketing
Marketing
for Hospitality for Hospitality and Tourism, and Tourism,
4th edition
4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens

Managing Differentiation
• Solution to price competition
• Differentiation through people, physical environment, and processes
• Differentiation through branding
©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458

Marketing
Marketing
for Hospitality for Hospitality and Tourism, and Tourism,
4th edition
4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens

Managing Service Quality
• Exceed customers’ service-quality expectations • Expectations based on past experiences, word-of-mouth, and service firm advertising

©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458

Marketing
Marketing
for

Related Documents: Marketing and Upper Saddle River Essay

W1 Problem Set Essay

seizure of its property. Berk, J., & DeMarzo, P. (2014). Corporate Finance, 3rd Edition. Upper Saddle River: Pearson Learning Solutions. (p. 05) 2. What does the phrase limited liability mean in a corporate context? It means that the investors (or owners) have their liabilities restricted to the amount of the investment in the company. Berk, J., & DeMarzo, P. (2014). Corporate Finance, 3rd Edition. Upper Saddle River: Pearson Learning Solutions. (p.05) 3. Which organizational forms give their owners…

Words 1657 - Pages 7

Difference Between Value Based And Value-Based Pricing

But, if consumers don’t like the price then they are likely not willing to pay the higher prices and may buy from the company’s competitors. Citation Kotler, P., & Armstrong, G. (2008). Marketing: Managing Profitable Customer Relationships. In Principles of Marketing (Custom ed., pp. 282-329). Upper Saddle River, New Jersey: Pearson. Question 2: Pricing is based on customer perceptions of value and costs in addition to other internal factors. Discuss these other internal factors and how they might…

Words 2619 - Pages 11

Essay about Dr. Pepper 7 Up Inc.

to focus more on the brand as a whole or nationwide. These advertising and promotion programs can however, be negotiated (R. Kerin & R. Peterson, 2010). Reference: Kerin Roger A., Peterson Robert A., (2010) Strategic Marketing Problems, Twelfth Edition. Upper Saddle River, NJ: Pearson Education, Inc.Bottom of Form 3. What are the possible new offering decisions for Squirt Brand? The…

Words 4355 - Pages 18

Mkt Case Study 3 Essay

Marketing Management Case Study #3 Flavia Ana M. Guez International American University MKT 500: Marketing Management Prof. Dr. Janice M. Spangenburg May 24, 2015 Personal Purchase In a market that is flooded with uncountable products, making a shopping decision might prove to be a challenge if you are uncertain about what exactly you want and need. The latest purchase that I have made today was a bag of dog food of the same brand that i`ve been purchasing for the past year. Influenced through…

Words 341 - Pages 2

Essay on audit letter week 1

procedures and methods for efficiency and effectiveness. Upon completion, the auditor provides recommendations for improving operations to the company’s management. An operational audit covers more than just accounting. The auditor may evaluate marketing, computer operations, production methods, and organizational structure. The second type of audit is the compliance audit. Compliance audit is conducted to determine whether the auditee is following specific procedures, rules, or regulations set…

Words 944 - Pages 4

Marketing 602 Essay

Running head: INNOVATIVE MARKETING & INTENSIVE GROWTH Marketing Innovation, Intensive Growth, Urban Marketing Mark Evans Marketing Management California University Time Warner’s cable channel HBO has a hit program called Game of Thrones which has over 14 million viewers per episode. It is HBO’s highest rated program among all its programs and viewers. The massive success of this program is primarily with white audiences which compromise over 76.6%…

Words 439 - Pages 2

target case study Essay

From “Expect More” to “Pay Less” 1) Target’s main focus over the past few years has been its never ending competition with the retail Giant, Walmart. As in the text, microenviroment has many “actors”. There is the company, the suppliers, Marketing intermediaries, competitors, Publics, and Customers (Armstrong 67). When Target hired the Advertising company “Wieden and Kennedy” to overtake all Advertising, they brought the company aspect of microenviroment into play. Also, Target’s main focus…

Words 436 - Pages 2

Colgate Case Essay

A Fresh Breath Smile with a Kick of Mint Colgate Max Case Study Justin Hauver and Alyssa Rosario MBA601 Entrepreneurial Marketing Strategies Professor Laurie Rosner, Executive in Residence MBA Program 04/08/2015 “We submit this paper is entirely my own work and agree it may be submitted to Turnitin for the purpose of checking for plagiarism and further it may be maintained on the Turnitin database to check for future plagiarism.” Introduction: Apparent Issue: Global business…

Words 351 - Pages 2

SWOT Analysis Paper

prove to be helpful in our efforts. Our mission is to reach out to the world, preach to the unsaved, and teach the saved to serve. Our goal is to make disciples through events that form and transform. There seems to be potential for growth through marketing campaigns and grant opportunities. Our priority is to restore the old sanctuary that has been labeled condemned. Apart from that we envision our church operating apartments, community centers, and learning centers. SWOT = Strengths, Weaknesses…

Words 434 - Pages 2

Organsation Structure Essay

producing. Advantage and Disadvantage of Functional Organisation In a functional structure, total of the decision-making are taken place at the upper levels of manager. These make sure that top manager control completelythroughout the entire organisation. It is clear that provides a career trace for lower employees, from bottom-level positions, up to the upper decision-making positions. It is more stable and efficient for a complex and large organisations, as every member utilize similar processes (Agyapong-Kodua…

Words 2635 - Pages 11