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Record Nr. |
UNINA9910154943603321 |
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Autore |
Kotler Philip |
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Titolo |
Marketing for hospitality and tourism / / Philip Kotler [and three others] |
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Pubbl/distr/stampa |
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Harlow, England : , : Pearson, , 2017 |
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ISBN |
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Edizione |
[Seventh edition, Global edition.] |
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Descrizione fisica |
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1 online resource (681 pages) : illustrations (some color) |
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Collana |
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Disciplina |
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Soggetti |
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Hospitality industry - Marketing |
Tourism - Marketing |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Nota di bibliografia |
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Includes bibliographical references at the end of each chapters and index. |
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Nota di contenuto |
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Cover -- Title Page -- Copyright Page -- Brief Contents -- Contents -- To the Student -- Preface -- About the Authors -- Part I Understanding the Hospitality and Tourism Marketing Process -- 1 Introduction: Marketing for Hospitality and Tourism -- YOUR PASSPORT TO SUCCESS -- CUSTOMER ORIENTATION -- WHAT IS HOSPITALITY AND TOURISM MARKETING? -- MARKETING IN THE HOSPITALITY INDUSTRY -- Importance of Marketing -- Tourism Marketing -- Definition of Marketing -- The Marketing Process -- UNDERSTANDING THE MARKETPLACE AND CUSTOMER NEEDS -- Customer Needs, Wants, and Demands -- Market Offerings: Tangible Products, Services, and Experiences -- Customer Value and Satisfaction -- Exchanges and Relationships -- Markets -- DESIGNING CUSTOMER VALUE-DRIVEN MARKETING STRATEGY -- Selecting Customers to Serve -- MARKETING HIGHLIGHT: JET BLUE DELIGHTS ITS CUSTOMERS -- Marketing Management Orientations -- PREPARING AN INTEGRATED MARKETING PLAN -- BUILDING CUSTOMER RELATIONSHIPS -- Customer Relationship Management -- Engaging Customers -- Partner Relationship Management -- CAPTURING VALUE FROM CUSTOMERS -- Customer Loyalty and Retention -- Growing Share of Customer -- Building Customer Equity -- What Is Customer Equity? -- Building the Right Relationships with the Right Customers -- THE CHANGING MARKETING LANDSCAPE -- The Digital Age: Online, Mobile, and Social Media Marketing -- The Changing Economic Environment -- Rapid |
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Globalization -- Sustainable Marketing-The Call for More Environmental and Social Responsibility -- Co-Creation -- The Sharing Economy -- MARKETING'S FUTURE -- CHAPTER REVIEW -- DISCUSSION QUESTIONS -- EXPERIENTIAL EXERCISES -- INTERNET EXERCISES -- REFERENCES -- 2 Service Characteristics of Hospitality and Tourism Marketing -- THE SERVICE CULTURE -- CHARACTERISTICS OF SERVICE MARKETING -- Intangibility -- Physical Evidence -- Inseparability. |
Variability -- Perishability -- SERVICE MANAGEMENT CONCEPTS FOR THE HOSPITALITY INDUSTRY -- The Service Profit Chain -- Three Types of Marketing -- MANAGEMENT STRATEGIES FOR SERVICE BUSINESSES -- Managing Service Differentiation -- Managing Service Quality -- MARKETING HIGHLIGHT: JETBLUE, SOUTHWEST, AND CIRQUE DU SOLEIL PROVIDE THREE EXAMPLES OF SERVICE DIFFERENTIATION -- Managing Service Productivity -- Resolving Customer Complaints -- MARKETING HIGHLIGHT: RECOMMENDATIONS FOR IMPROVING SERVICE QUALITY -- Managing Employees as Part of the Product -- Managing Perceived Risk -- Managing Capacity and Demand -- CHAPTER REVIEW -- DISCUSSION QUESTIONS -- EXPERIENTIAL EXERCISES -- INTERNET EXERCISES -- REFERENCES -- 3 The Role of Marketing in Strategic Planning -- NATURE OF HIGH-PERFORMANCE BUSINESS -- Stakeholders -- Processes -- Resources -- Organization -- CORPORATE STRATEGIC PLANNING: DEFINING MARKETING'S ROLE -- Defining the Corporate Mission -- Setting Company Objectives and Goals -- Designing the Business Portfolio -- MARKETING HIGHLIGHT: STARBUCKS COFFEE: WHERE GROWTH IS REALLY PERKING -- PLANNING MARKETING: PARTNERING TO BUILD CUSTOMER RELATIONSHIPS -- Partnering with Other Company Departments -- Partnering with Others in the Marketing System -- MARKETING STRATEGY AND THE MARKETING MIX -- Customer Value-Driven Marketing Strategy -- Developing an Integrated Marketing Mix -- MANAGING THE MARKETING EFFORT -- Marketing Analysis -- Goal Formulation -- Marketing Planning -- Implementation -- Feedback and Control -- MEASURING AND MANAGING RETURN ON MARKETING INVESTMENT -- CHAPTER REVIEW -- DISCUSSION QUESTIONS -- EXPERIENTIAL EXERCISES -- INTERNET EXERCISES -- REFERENCES -- Part II Developing Hospitality and Tourism Marketing Opportunities and Strategies -- 4 The Marketing Environment -- THE COMPANY'S MICROENVIRONMENT -- The Company. |
Existing Competitors -- Suppliers -- Marketing Intermediaries -- Customers -- Publics -- THE COMPANY'S MACROENVIRONMENT -- Competitors -- MARKETING HIGHLIGHT: Cape town tourism destination marketing-the use of social media -- Demographic Environment -- The Changing American Family -- Economic Environment -- Natural Environment -- Technological Environment -- Political Environment -- Cultural Environment -- LINKED ENVIRONMENTAL FACTORS -- RESPONDING TO THE MARKETING ENVIRONMENT -- Environmental Scanning -- CHAPTER REVIEW -- DISCUSSION QUESTIONS -- EXPERIENTIAL EXERCISES -- INTERNET EXERCISES -- REFERENCES -- 5 Managing Customer Information to Gain Customer Insights -- MARKETING INFORMATION AND CUSTOMER INSIGHTS -- Marketing Information and Today's "Big Data" -- Managing Marketing Information -- THE MARKETING INFORMATION SYSTEM -- Assessing Information Needs -- Developing Marketing Information -- MARKETING RESEARCH -- Defining the Problem and Research Objectives -- Developing the Research Plan -- MARKETING HIGHLIGHT: ETHNOGRAPHIC RESEARCH: WATCHING WHAT CONSUMERS REALLY DO -- MARKETING HIGHLIGHT: ZMET: GETTING INTO THE HEADS OF CONSUMERS -- MARKETING HIGHLIGHT: PROS AND CONS OF ONLINE RESEARCH -- MARKETING |
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HIGHLIGHT: A "QUESTIONABLE" QUESTIONNAIRE -- Implementing the Research Plan -- Interpreting and Reporting the Findings -- MARKETING HIGHLIGHT: RESEARCH PROBLEM AREAS -- MARKETING HIGHLIGHT: HSMAI'S KNOWLEDGE CENTER: A GREAT SOURCE OF MARKETING INFORMATION -- INTERNATIONAL MARKETING RESEARCH -- MARKETING RESEARCH IN SMALLER ORGANIZATIONS -- CHAPTER REVIEW -- DISCUSSION QUESTIONS -- EXPERIENTIAL EXERCISES -- INTERNET EXERCISES -- REFERENCES -- 6 Consumer Markets and Consumer Buying Behavior -- A MODEL OF CONSUMER BEHAVIOR -- PERSONAL CHARACTERISTICS AFFECTING CONSUMER BEHAVIOR -- Cultural Factors -- Social Factors -- Personal Factors. |
Psychological Factors -- MARKETING HIGHLIGHT: SENSORY MARKETING-A POWERFUL TOOL FOR HOSPITALITY BUSINESSES -- THE BUYER DECISION PROCESS -- Need Recognition -- Information Search -- Evaluation of Alternatives -- Purchase Decision -- Postpurchase Behavior -- MARKETING HIGHLIGHT: UNIQUE ASPECTS OF HOSPITALITY AND TRAVEL CONSUMERS -- CHAPTER REVIEW -- DISCUSSION QUESTIONS -- EXPERIENTIAL EXERCISE -- INTERNET EXERCISES -- REFERENCES -- 7 Organizational Buyer Behavior -- THE ORGANIZATIONAL BUYING PROCESS -- Market Structure and Demand -- Types of Decisions and the Decision Process -- PARTICIPANTS IN THE ORGANIZATIONAL BUYING PROCESS -- Special Importance of International Companies -- MAJOR INFLUENCES ON ORGANIZATIONAL BUYERS -- Environmental Factors -- Organizational Factors -- Interpersonal Factors -- Individual Factors -- ORGANIZATIONAL BUYING DECISIONS -- 1. Problem Recognition -- 2. General Need Description -- 3. Product Specification -- 4. Supplier Search -- 5. Proposal Solicitations -- 6. Supplier Selection -- 7. Order-Routine Specification -- 8. Performance Review -- GROUP MARKETS -- Conventions -- Convention Bureaus -- ASSOCIATION MEETINGS -- Corporate Meetings -- Retreats -- Small Groups -- Incentive Travel -- SMERFs -- MARKETING HIGHLIGHT: GREEN MEETINGS-green meetings in asia's greenest city -- Segmentation of Group Markets by Purpose of the Meeting -- Restaurants as a Meeting Venue -- DEALING WITH MEETING PLANNERS -- Career Opportunities -- THE CORPORATE ACCOUNT AND CORPORATE TRAVEL MANAGER -- Wedding Planners -- Other Planners -- CHAPTER REVIEW -- DISCUSSION QUESTIONS -- EXPERIENTIAL EXERCISE -- INTERNET EXERCISE -- REFERENCES -- 8 Customer-Driven Marketing Strategy: Creating Value for Target Customers -- MARKETS -- MARKET SEGMENTATION -- Geographic Segmentation -- Demographic Segmentation. |
MARKETING HIGHLIGHT: TARGETING FAMILIES BY TARGETING KIDS -- Income Segmentation -- Psychographic Segmentation -- MARKETING HIGHLIGHT: W HOTELS: A LIFESTYLE HOTEL -- Behavioral Segmentation -- MARKETING HIGHLIGHT: THE VFR TRAVELER SEGMENT -- Using Multiple Segmentation Bases -- Requirements for Effective Segmentation -- MARKET TARGETING -- Evaluating Market Segments -- Selecting Market Segments -- Choosing a Market-Coverage Strategy -- MARKET POSITIONING -- Positioning Strategies -- Choosing and Implementing a Positioning Strategy -- Differentiating Competitive Advantages -- Choosing the Right Competitive Advantages -- Selecting an Overall Positioning Strategy -- Communicating and Delivering the Chosen Position -- Positioning Measurement: Perceptual Mapping -- CHAPTER REVIEW -- DISCUSSION QUESTIONS -- EXPERIENTIAL EXERCISE -- INTERNET EXERCISE -- REFERENCES -- Part III Developing the Hospitality and Tourism Marketing Value-Driven Strategy and Mix -- 9 Designing and Managing Products and Brands: Building Customer Value -- WHAT IS A PRODUCT? -- PRODUCT LEVELS -- Core Products -- |
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Facilitating Products -- Supporting Products -- Augmented Product -- BRANDING STRATEGY -- Building Strong Brands -- Brand Equity -- Brand Positioning -- Brand Name Selection -- Leveraging Brands -- Brand Portfolios -- MARKETING HIGHLIGHT: tourism new zealand's china toolkit: helping businesses to serve an emerging tourism market -- Managing Brands -- THE NEW-PRODUCT DEVELOPMENT -- Idea Generation -- Idea Screening -- Concept Development and Testing -- Marketing Strategy -- Business Analysis -- Product Development -- Test Marketing -- Commercialization -- PRODUCT DEVELOPMENT THROUGH ACQUISITION -- PRODUCT LIFE-CYCLE STRATEGIES -- Introduction Stage -- Growth Stage -- Maturity Stage -- Decline Stage -- Product Deletion -- INTERNATIONAL PRODUCT AND SERVICE MARKETING. |
CHAPTER REVIEW. |
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Sommario/riassunto |
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For courses in Hospitality Marketing, Tourism Marketing, Restaurant Marketing, or Hotel Marketing. Marketing for Hospitality and Tourism, 7/e is the definitive source for hospitality marketing. Taking an integrative approach, this highly visual, four-color book discusses hospitality marketing from a team perspective, examining each hospitality department and its role in the marketing mechanism. These best-selling authors are known as leading marketing educators and their book, a global phenomenon, is the leading resource on hospitality and tourism marketing. The Seventh Edition of this popular book includes new and updated coverage of social media, destination tourism and other current industry trends, authentic industry cases, and hands-on application activities. |
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