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Marketing
What is Marketing? Segmentation and Marketing Marketing Services
What is Marketing
Human activity directed towards satisfying needs and wants through “exchange” processes
What is Marketing
A social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others
What is Marketing
Marketing, like many other terms associated with recreation and leisure, is not easily defined
Ideas about marketing have changed over time
One might simply define marketing as “anything that facilitates exchange”
What is Marketing
Please note that marketing and selling are not the same thing!
Marketing is often given negative association based on its confusion with selling
Identifying A Market
Markets are identified in numerous ways: Looking at existing products Listening to consumer
complaints/suggestions Demographic trends Direct consumer solicitation
Market Segmentation
Once a market is identified, the market is then divided into segments
This division leads to an identification of subgroups of the larger market as being made up of clusters of people with like qualities
Target Marketing
Once segments are identified and labeled, products can be marketed at a particular segment. This is called target marketing.
Target marketing is more effecting than general blanket marketing in that there is an indication that your market is clearly interested in your product.
Target Marketing
For many scholars, target marketing is the only true marketing based on its pre-identification of a select market
Often blanket marketing may be used in advance to help identify a particular market segment (consumer response, surveys, etc may be used)
Positioning
The combination between the selected target market and the appropriate market mix (see 4Ps)
Marketing Services
As discussed before, resorts often market services or experiences, rather than goods products
Because of their intangible quality, service products and experiential products may require special marketing techniques
4Ps of Marketing
Product Price Place Promotion (Oddly enough, the customer is not
part of the traditional 4Ps of marketing)
4Ps of Marketing
The 4Ps may not be sufficient given that the customer is present during the service production and delivery process
The customer will encounter the “service factory” and other people that may impact the subjective quality of the service product
3 Additional Ps
Physical Evidence Process (and Procedure) People
Physical Evidence
There are always tangible aspects of the service product: Appearance and condition of facilities Hotel rooms Restaurants The kind of car your lawyer drives???
Physical Evidence
Service products may be difficult to appreciate at a later date (unlike goods products)
Service providers often supply tangible reminders of the service T-shirts Post cards Bath robes Other souvenirs
Process and Procedure
Processes often affect the nature of a service product more than a goods product
The more restrictive the process, the more likely the customer will be unsatisfied Penalties for late bookings Restaurant dress codes Rules of conduct Hours of use
People
Possible the most important of the Ps People can include the employees of
the service provider as well as the customers
People
In the purchase of goods products, the attitude or appearance of the personnel manufacturing the product is of little interest and most likely not apparent (except when Nike or some other company is accused of sweat shopping)
People
Other customers purchasing the same good are encountered only during the purchase process itself (unlike a service product…say a theme park…where other customers are encountered continually and may greatly affect the environment and ultimately the satisfaction levels of that product)
People
The consumer’s own temperament or recent experiences are much less likely to affect the performance of a good’s product
Key Terms
Satisfaction Quality Value
Market Segmentation Magic
Wal-Mart Disney Cruise Lines
Wal-Mart
Brand Distinction
Hotels use brands to attract different audiences
Brands may be created within one hotel chain, or a chain may buy another chain, which gives them additional brands
Brand Distinction
Until the 1980s, it was often thought that one brand name with many levels was the best policy
It was felt that this might confuse customers
Brand Distinction
During the late 1980s and definitely in the 1990s, creating new brands become the trend
Corporate take-over was also a big trend of the 1990s
Each audience could then clearly identify with a certain brand and avoid confusion
“Purina” Method
Own the competition Create as many possible variations
on your product as possible to appeal to as many different market segments as possible
You may even create directly competing brands that target the same market segment
Pampers/Luvs
Both companies are owned by Proctor and Gamble
To increase their shelf space, Proctor and Gamble invented Luvs Appealed to slightly different market segment Allowed for Proctor and Gamble to dominate
the shelf space (if you want Pampers, you have to carry Luvs too)
Coke does the same thing
Hotels on the Highway
Marriott Grouping different brands to
attract new convention markets
Fills up zoned “shelf space” at highway exits
Disney/Las Vegas
Own several resort properties with different themes to appeal to different markets
Own several theme parks to beat out competition
Movie studios create battles between their top films, which gives them more headline space in the press
Hyatt Regency
Hyatt Regency and Hyatt
Hyatt Hyatt Regency,
Grand Hyatt and Park Hyatt
Hyatt sold off less glamorous hotels
Hyatt Regency, Atlanta(The first atrium hotel)
Hyatt Regency, San Francisco
Hyatt Object
Hyatt Regency, Dallas
Hyatt Regency, Kansas City
(Largest structure disaster in terms of human life)
Marriott Marquis, Atlanta
(Looks more like a Hyatt – Kind of like Coke trying to taste like Pepsi)
Marriott Marquis, Atlanta
Marriott Marriott Hotels and Resorts Marriott Executive Apartments Marriott International Ritz-Carlton Marriott Vacation Club International Renaissance Hotels and Resorts Residence Inn Courtyard Town Place Suites Spring Hill Suites Fairfield Inn
Starwood
Westin W Hotels Sheraton Four Points St Regis Luxury Connection
Hilton
Hilton Doubletree Embassy Suites Conrad Hotels Hampton Inn Hilton Grand Vacation Club Hampton Inn and Suites Hilton Garden Inn Homewood Suites
InterContinental Hotels Group
InterContinental Hotels and Resorts Crowne Plaza Hotels and Resorts Holiday Inn Hotels and Resorts Holiday Inn Express Holiday Inn Select Holiday Inn Garden Court Staybridge Suites
Cendant(World’s Largest)
Ramada Inn (although Ramada International is owned by Marriott)
Super 8 Motels Howard Johnson’s Days Inn Travel Lodge AmeriHost Inn Knights Inn
Carlson Companies
Radisson Hotels TGI Fridays Park Plaza Hotels and Suites Park Inn Country Inn and Suites Golden Arch Hotels
Choice
Quality Inn Comfort Inn Roadway Inn Comfort Suites Sleep Inn Clarion Econo Lodge
InterContinental Hotels Group
InterContinental Hotels and Resorts Crowne Plaza Hotels and Resorts Holiday Inn Hotels and Resorts Holiday Inn Express Holiday Inn Select Holiday Inn Garden Court Staybridge Suites
Articles/Websites John Portman (Architect of the Hyatt Regency, Atlanta; Hyatt
Regency, San Francisco and Marriott Marquis, Atlanta)http://mywebpages.comcast.net/rlinger/Georgia/portman.html
Hyatt Regency, Kansas City Tragedyhttp://www.glendale-h.schools.nsw.edu.au/faculty_pages/ind_arts_web/bridgeweb/Hyatt_page.htm
Top 50 Hotel Companieshttp://www.ahla.com/products_info_center_top50.asp
Hyatt Regency, Atlantahttp://mywebpages.comcast.net/rlinger/Georgia/Atlanta/Downtown/hyatt.html
Marriott Marquis, Atlantahttp://www.bluffton.edu/~sullivanm/atlanta/portmanmarriott/marriott.html
Articles/Websites List of hotel chains and brands
http://www.hospitalitynet.org/web/Hotel_Chains_&_Brands/page21.html
Building brand equity http://www.hospitalitynet.org/news/4010351.search?query=%22old+logo%22+hyatt
Rebranding begins at the tophttp://www.hotelsmag.com/0302/0302update.html
Starwood Hotelshttp://www.starwood.com/
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