Welcome to Managing Marketing

in the Hospitality and Tourism Industry.

By the end of this module
- The Concept of Marketing -
You should be able to
define marketing conceptually,
and identify two different
approaches in real life.
You will find out
what exactly will be covered in this course
- Managing Marketing in the
Hospitality and Tourism Industry.
There are two approaches in Marketing.
First, marketing can be treated
as a function in an organization.
Second, marketing can be treated
as a philosophy of managing an organization.
As a function,
marketing is the integration of
professional disciplines
to determine customer demand,
then, develop,
promote and deliver the products
and services that will satisfy that demand.
As a management philosophy,
marketing is the process by which
companies create value for customers
and society,
resulting in strong customer relationships
that capture value from the customers.
What exactly do we mean by
capturing value from customers?
Well, simply said, in marketing,
it means creating a customer,
that is converting a non-buyer to a buyer;
and after that keeping the customer,
that is, making him or her
a repeat customer, a loyal customer.
Creating customers and keeping customers
means that everything you do,
you have to be customer focused.
Think customer. Think marketing.
Capturing value requires
that we provide a service
or a solution which exceeds
customer expectations,
in being able to satisfying
customer needs or solving customer problems.
Capturing value requires that
we create value for customers,
in that the customer finds
greater value in the service
or solution than the price he or she pays.
Marketing and capturing value
means that we are able to provide service
which exceeds customer expectations
and create value in customers' mind.
Let’s look at an example.
Hotel ICON is an upscale
city hotel catering mostly to the
individual traveler for business
or leisure.
Some guests, particularly
long-haul travelers,
arrive early in the morning
but check-in time is 2 pm.
Hotel ICON offers this Timeless Lounge
for these guests to relax,
have a drink, check messages,
take a shower, or even take a nap
before checking in.
That’s why the name Timeless Lounge.
The service exceeds guest expectations,
solves the problem of
waiting for checking-in,
and it is free.
Some guests expect free
Wi-Fi in a hotel,
and Hotel ICON offers this
handy phone to guests on checking in.
It is a temporary smart phone that guests can use during their stay.
The phone is equipped with local 4G, free calls, a local guide on what to shop and
eat.
Guests find it extremely helpful for navigating Hong Kong,can save roaming
service,and it is free.
Well, marketing is important in creating customers and keeping customers.
There are, however, other orientations which are equally important.
Some companies are operations oriented, some product oriented,selling oriented,or
bottom-line oriented.
You need to work out which is the best orientation for your organization,and you
may have different orientations at different times.
This week we shall continue to discuss
Introduction to Hospitality Marketing,and we shall cover the following topics-
Historical Perspective,Current Perspective,
Trends in in the Supply Side,Trends in in the Demand Side,and finally, The Asian
Paradigm.
As a function, marketing is the integration of professional disciplines to
determine customer demand, then develop, promote and deliver the products and
services that will satisfy that demand.
As a management philosophy, marketing is the process by which companies create
value for customers and society,resulting in strong customer relationships that
capture value from the customers.
Stay with the course, and together we shall explore the world of hospitality
marketing.