Samenvatting Marketing for Hospitality and Tourism, Global Edition, ISBN: 9781292363516 Marketing For Hospitality And Tourism
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Course
Marketing For Hospitality And Tourism
Institution
Saxion Hogeschool (Saxion)
Book
Marketing for Hospitality and Tourism, Global Edition
Samenvatting voor Marketing jaar 1, kwartiel 1. Boek: Marketing for hospitality and tourism, Hoofdstukken 1, 2, 6, 8, 9, 10, 11, 12, 16. Alles wat je nodig hebt voor de toets staat erin, ppt's verwerkt. Inclusief Value positions Treacy & Wiersema and Roper consumer styles. Cijfer:9
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Marketing H1 ........................................................................................................................................... 4
Definition of marketing: .......................................................................................................................... 4
The marketing process ............................................................................................................................ 5
Needs want and demands ................................................................................................................... 5
Costumer value and satisfaction ......................................................................................................... 5
Marketing management concepts .......................................................................................................... 6
The production concept: ..................................................................................................................... 6
The product concept ........................................................................................................................... 6
The selling concept .............................................................................................................................. 6
The marketing concept........................................................................................................................ 6
The societal marketing concept .......................................................................................................... 6
Customer relationship management ...................................................................................................... 6
Capturing value from customers ............................................................................................................. 6
Customer relationship groups ................................................................................................................. 7
Chapter 2 ................................................................................................................................................. 7
Characteristics of service marketing ...................................................................................................... 7
Intangibility:......................................................................................................................................... 7
Inseparability: ...................................................................................................................................... 8
Variabilit .............................................................................................................................................. 8
Perishability ......................................................................................................................................... 8
Service profit chain .................................................................................................................................. 8
Three types of marketing ........................................................................................................................ 9
Internal marketing: .............................................................................................................................. 9
Interactive marketing: ......................................................................................................................... 9
External marketing: ............................................................................................................................. 9
Ch6......................................................................................................................................................... 10
Cultural: ............................................................................................................................................. 10
Social factors: .................................................................................................................................... 11
Personal factors: ................................................................................................................................ 11
Psychological factors: ........................................................................................................................ 12
The buyer decision process ................................................................................................................... 12
-Need recognition.............................................................................................................................. 13
-Evaluation of alternatives ................................................................................................................ 13
, -Purchase decision............................................................................................................................. 13
-Post purchase behavior .................................................................................................................... 13
CH8 ........................................................................................................................................................ 14
Marketing steps ..................................................................................................................................... 14
-Market segmentation: ..................................................................................................................... 14
-Geographic segmentation: ............................................................................................................... 14
-Demographic segmentation ............................................................................................................. 14
-Psychographic segmentation: .......................................................................................................... 14
ageRequirements for effective segmentation: ................................................................................. 15
Market targeting ................................................................................................................................... 15
Evaluating marketing segments ........................................................................................................ 15
Selecting market segments ............................................................................................................... 15
Choosing a market coverage strategy ............................................................................................... 16
Marketing positioning ........................................................................................................................... 16
Positioning strategies ........................................................................................................................ 16
Choosing and implementing a positioning strategy .......................................................................... 16
Product differentiation ...................................................................................................................... 16
Choosing the right competitive advantage ....................................................................................... 16
Selecting an overall positioning strategy .......................................................................................... 17
Communicating and delivering the chosen position: ........................................................................ 17
Perceptual mapping .......................................................................................................................... 17
Ch9......................................................................................................................................................... 17
Product levels ........................................................................................................................................ 17
Core product...................................................................................................................................... 17
Facilitating product: .......................................................................................................................... 17
Supporting products: ......................................................................................................................... 17
Augmented product: ......................................................................................................................... 17
Product life cycle (PLC) .......................................................................................................................... 18
Strategies to maintain the growth stage for as long as possible: ..................................................... 19
Strategies to maintain the maturity stage: ....................................................................................... 19
Ways of deleting a product from your menu: ................................................................................... 19
Product development:....................................................................................................................... 20
Ch10....................................................................................................................................................... 20
What is a brand ..................................................................................................................................... 20
BCG portfolio ......................................................................................................................................... 21
1. Internal Marketing............................................................................................................................. 21
,2. The Internal Marketing Process ........................................................................................................ 22
Establishment of a service culture ................................................................................................... 22
Development of a marketing approach to human resources management..................................... 22
Dissemination of marketing information to employees ................................................................... 22
Employee involvement in uniform selection .................................................................................... 22
Ch11....................................................................................................................................................... 23
Factors to consider while setting prices ................................................................................................ 23
Internal factors: ................................................................................................................................. 23
External factors ................................................................................................................................. 23
General pricing approaches .................................................................................................................. 24
Cost based approach ......................................................................................................................... 24
Value based approach ....................................................................................................................... 25
Competition based approach ............................................................................................................ 25
Pricing strategies ................................................................................................................................... 25
- New product pricing strategies ................................................................................................. 25
- Existing product pricing strategies ............................................................................................ 25
CH12 ...................................................................................................................................................... 26
Distribution channel .......................................................................................................................... 26
Distribution channel functions .......................................................................................................... 26
Distribution intensity ......................................................................................................................... 26
Hospitality distribution channels....................................................................................................... 27
Functions of members in channel ..................................................................................................... 27
Channel behavior .............................................................................................................................. 27
Conventional marketing system ........................................................................................................ 27
Vertical marketing system ................................................................................................................. 27
Franchising......................................................................................................................................... 28
Horizontal marketing system ............................................................................................................ 28
Multichannel marketing system ........................................................................................................ 28
Customer relationship management (CRM) ..................................................................................... 28
CH16 ...................................................................................................................................................... 28
Steps in developing communication ................................................................................................. 28
Digital and social media marketing ................................................................................................... 29
Types of online marketing ................................................................................................................. 29
Social Media Marketing ..................................................................................................................... 29
Traditional forms of direct marketing ............................................................................................... 29
Growth strategy Ansoff ......................................................................................................................... 30
, Value positions treacy and wiersema ................................................................................................... 31
USP ESP UBR .......................................................................................................................................... 31
Consumer styles
Definition of marketing:
Marketing is the process by which companies create value for costumers and build strong customer
relationships in order to capture value from costumers in return.
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