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  • 1 - Understanding Tourism and Hospitality Marketing

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    Nicole Racoma
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    Hospitality and tourism marketing involves creating value for customers through products and services. It aims to find, retain, and grow profitable customers. Key aspects include identifying target markets, attracting new customers, understanding the customer journey, differentiating from competitors, and focusing on effective tactics. Marketing management involves orienting the business around a marketing concept to create value for customers and society. Core functions include market research, planning, promotions, pricing, distribution channels, and matching products to customers using the marketing mix of product, place, price, and promotion. Integrated marketing communications coordinates all aspects of the marketing mix for superior results.

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    1 - UNDERSTANDING TOURISM AND HOSPITALITY MARKETING

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    Hospitality and tourism marketing involves creating value for customers through products and services. It aims to find, retain, and grow profitable customers. Key aspects include identifying target markets, attracting new customers, understanding the customer journey, differentiating from competitors, and focusing on effective tactics. Marketing management involves orienting the business around a marketing concept to create value for customers and society. Core functions include market research, planning, promotions, pricing, distribution channels, and matching products to customers using the marketing mix of product, place, price, and promotion. Integrated marketing communications coordinates all aspects of the marketing mix for superior results.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    19 views11 pages

    1 - Understanding Tourism and Hospitality Marketing

    Uploaded by

    Nicole Racoma
    Hospitality and tourism marketing involves creating value for customers through products and services. It aims to find, retain, and grow profitable customers. Key aspects include identifying target markets, attracting new customers, understanding the customer journey, differentiating from competitors, and focusing on effective tactics. Marketing management involves orienting the business around a marketing concept to create value for customers and society. Core functions include market research, planning, promotions, pricing, distribution channels, and matching products to customers using the marketing mix of product, place, price, and promotion. Integrated marketing communications coordinates all aspects of the marketing mix for superior results.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 11

    CHAPTER 1 – UNDERSTANDING

    HOSPITALITY AND TOURISM MARKETING


    is a social process by which individuals and
    is the process for getting a company's groups obtain what they need and want
    product or service out to consumers through creating and exchanging products
    and value with others.(Kotler 2002)

    is the activity, set of institutions and


    processes for creating, communicating, Tourism and Hospitality marketing is the art
    delivering and exchanging offerings that of and science of finding, retaining and
    they have value for customers, clients, growing profitable customers. (Kotler,
    partners and society at large. (The Bowens and Makens).
    American Marketing Association)

    WHAT IS TOURISM AND HOSPITALITY


    MARKETING?
    IMPORTANCE OF MARKETING

    Identify the ideal Attract new Understand the Standout from Hone in on the most
    target market. customers and customer journey competitors effective tactics
    develop loyalty
    MARKETING MANAGEMENT
    ORIENTATION

    Production Product Selling


    Concept.. Concept. Concept.

    Societal
    Marketing
    Marketing
    Concept.
    Concept.
    KEY PROCESS IN MARKETING
    MANAGEMENT

    Marketing Information System.

    Marketing Planning

    Planning Tactical Campaigns.

    Marketing Operations

    Monitoring and Control.


    FINDING THE BEST
    DISTRIBUTION
    FINANCING AN
    ENTERPRISE
    DEEP MARKET
    RESEARCH
    SETTING PRICES CORE MARKETING
    CHANNELS
    FUNCTIONS

    PRODUCT AND PROMOTIONAL MATCHING


    SERVICE CHANNELS PRODUCTS TO
    MANAGEMENT CUSTOMERS
    Product: Place Promotion Pricing

    Physical
    People Programming: Partnership.
    Evidence

    THE MARKETING MIX


     Integrated marketing campaigns
    (IMCs) include the planning and
    INTEGRATED coordination of all marketing
    MARKETING mix (including traditional and digital
    COMMUNICATIONS networking components). This
    APPROACH
    method is far superior to the single
    and independent use of each item.

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