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Tourism & Hospitality
MarketingTamer Zakaria, HR Consultant
Instructor of Hospitality ManagementFaculty Member of the American Hotel &
Lodging Educational Institute
Tourism & Hospitality Marketing Tamer Zakaria
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Session Rules
1
2
3
4
5
Late persons are not accepted
Be on time
Mobiles Off/Silent
Participate
Respect
6No beside talking
Agreements
7 Have fun
Course Description
• This course prepares the students to meet the marketing challenges facing today’s tourism and hospitality industry, and gives them the knowledge and skills they need to develop and contribute to a strategic marketing plan for tourism and hospitality businesses.
3Tourism & Hospitality Marketing Tamer Zakaria
Course Objectives
By the end of the course, you will be able to:• Understand the core concepts of marketing.• Define marketing and outline the steps in the
marketing process.• Identify four service characteristics that affect the
marketing of a hospitality or travel product.• Explain company-wide strategic planning.• Describe the microenvironment and
microenvironment.• Explain the concept of the marketing information
system.• Outline the marketing research process.
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Continued 1
• Define market segmentation and explain why it is a critical strategic choice.
• Describe the target marketing and positioning processes.
• Describe the term product, included the core, facilitating, supporting, and augmented product.
• Describe the three-step process involved in implementing an internal marketing program.
• Identify the purpose and components of an effective communications mix.
• Describe the various roles that pricing plays in the marketing mix.
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Continued 2
• Define and explain the function and logic of tourism and hospitality distribution networks.
• Identify the purpose and components of an effective communications mix.
• Describe strategies for creating and managing tourism and hospitality advertising effectively.
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Syllabus
Unit 1• Intro. to Marketing and the Core Concepts of Marketing.Unit 2• Service Characteristics of Tourism and Hospitality
Marketing.Unit 3• The Role of Marketing in Strategic Planning.Unit 4• The Marketing Environment.Unit 5• Marketing Information Systems and Marketing Research.
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Continued 2
Unit 6• Market Segmentation, Targeting, and Positioning.Unit 7• Tourism and Hospitality Marketing Mix.Unit 8• Managing Tourism and Hospitality Products &
Internal Marketing .Unit 9• Tourism and Hospitality Pricing Strategies.Unit 10• Distribution Channels.
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Continued 3
Unit 11• Communication Mix (Sales, Sales Promotion, and
Merchandising).Unit 12• Communication Mix (Advertising, Publicity, and
Public Relations).
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Unit 1
Introduction to Marketing&
the Core Concepts of Marketing
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Unit 1 Outline
• The Core Concepts of Marketing.• Marketing System.• What is Marketing?• Goals of Marketing.• What is Marketed?• Evolving Views of Marketing’s Role.• Marketing Management.• Marketing Management Orientations.• Tasks of Marketing Management.• Marketing Mix.
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Core Concepts of Marketing
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Needs, Wants, and Demands Needs, Wants, and Demands
Offerings and BrandsOfferings and Brands
Value and Satisfaction Value and Satisfaction
Segmentation, Target Markets, and Positioning Segmentation, Target Markets, and Positioning
Exchange and Transactions Exchange and Transactions
Relationships and Networks Relationships and Networks
Marketing Channels Marketing Channels
Supply Chain Supply Chain
Competition Competition
Marketing Environment Marketing Environment
Marketing System
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Industry(a collection
of sellers)
Market(a collection
of Buyers)Money
Goods/services
Information
• Communication
What Is Marketing?
Marketing Is• Managing profitable customer relationships.• A social and managerial process by which
individuals and organizations obtain what they need and want through creating and exchanging value with others.
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Goals of Marketing
Twofold Goal of Marketing Is:• To attract new customers by promising superior
value.• To keep and grow current customers by delivering
satisfaction.
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What is Marketed?
• Goods.• Services.• Experiences.• Events.• Persons.• Places.• Properties.• Organizations.• Information.• Ideas.
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Evolving Views of Marketing’s Role
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a. Marketing as anequal function
FinanceProduction
Marketing HumanResources
b. Marketing as a moreimportant function
Finance
HumanResources
Marketing
Production
Continued 1
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Marketing
Finan
ce
Hum
an
Resources
Production
c. Marketing as themajor function
Customer
Human
Resou
rces
FinanceProduction
Marketing
d. The customer as thecontrolling factor
Continued 2
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Finan
ceCustomer
Production
Hum
an
resources
e. The customer as the controllingfunction and marketing as the
integrative function
Marketing Management
• Marketing Management is the art and science of choosing target markets and building profitable relationships with them.
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Marketing Management Orientations
• The Production Concept.• The Product Concept.• The Selling Concept.• The Marketing Concept.• The Societal Marketing Concept.
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The Production Concept
• The Production Concept holds that consumers will favor products that are available and highly affordable.
• Therefore, management should focus on improving production and distribution efficiency.
• This concept is one of the oldest orientations that guides sellers.
• The production concept can lead to marketing myopia.
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The Product Concept
• The Product Concept holds that consumers will favor products that offer the most quality, performance, and innovative features.
• Under this concept, marketing strategy focus on making continuous product improvements.
• Product quality and improvement are important parts of most marketing strategies.
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The Selling Concept
• The Selling Concept holds that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling and promotion effort.
• Aggressive Selling, however, carries high risks, It focuses on creating sales transactions rather than on building long-term, profitable customer relationships.
• The aim often is to sell what the company makes rather than making what the market wants.
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The Marketing Concept
• The Marketing Concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do.
• Under the marketing concept, customer focus and value are the Paths to sales and profits.
• Instead of a product-centered “ MAKE & SELL” philosophy, the marketing concept is a customer-centered
“ SENSE & RESPOND “ philosophy.
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The Societal Marketing Concept
• The Societal Marketing Concept holds that marketing strategy should deliver value to customer in a way that maintains or improves both the customer’s and the society’s well-being.
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Tasks of Marketing Management
• Developing marketing strategies and plans.• Capturing marketing insights and performance.• Connecting with customers.• Building strong brands.• Shaping the market offerings.• Delivering and communicating value.• Creating successful long-term growth.
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Marketing Mix
• Product – What do you sell?
• Place – Where do you sell it?
• Price – What do you sell it for?
• Promotion – How do you spread the word?
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Four Ps / Four Cs
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Customer
Solution
MarketingMix
Product
Price
Customer
Cost
Promotion
Communication
Place
Convenience
Unit 2
Service Characteristics of Tourism & Hospitality
Marketing
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Unit 2 Outline
• What is Tourism & Hospitality Marketing?• The Service Culture.• The Characteristics of Service Marketing.• Management Strategies for Service Businesses.
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What is Tourism & Hospitality Marketing?
• Tourism & Hospitality Marketing is a total system designed to plan, price, promote, and make available to selected markets products and services in the form of benefits and experiences that create satisfied guests and achieve organizational objectives.
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The Service Culture
• The Service Culture focuses on serving and satisfying the customer.
• The Service Culture has to start with top management and flow down.
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Characteristics of Service Marketing
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Intangibility
Inseparability
Variability
Perishability
Services
Continued
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Intangibility
Services cannot be
seen, tasted, felt, heard, or
smelled before
purchase
Perishability
Services
cannot be stored for
later sale or use
Inseparability
Services cannot be separated from their providers (People)
Services
VariabilityQuality of services
depends on who provides
them and when, where,
and how
Management Strategies for Service Businesses
• Managing differentiation.• Managing service quality.• Resolving customer complaints.• Tangibilizing the product.• Managing employees as part of the product.• Managing perceived risk.• Managing capacity and demand.• Managing customer relationships.
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Unit 3 Outline
• The Marketing Process.• The Strategic Planning.• Steps in Strategic Planning.• Marketing Analysis.• Customer-Driven Marketing Strategy.
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The Marketing Process
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1
2
3
4
5
Steps in The Marketing Process
Design a customer-driven marketing strategy
Understand the marketplace and customer needs & wants
Construct an integrated marketing program that delivers superior valueBuild profitable relationships and create customer delightCapture value from customers to create profits & customer equity
Strategic Planning
• Strategic Planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities.
• Strategic Planning helps a company select and organize its business in a manner that keeps the company healthy despite unexpected upsets in any of its specific business or product lines.
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Strategic Planning
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1
2
3
4
Steps in Strategic Planning:
Setting company objectives and goals
Defining the company mission
Designing the portfolio
Planning marketing and other functional strategies
Marketing Analysis
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
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Customer-Driven Marketing Strategy
• Market Segmentation is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behavior who might require separate products or marketing programs.
• Market Targeting is evaluating each market segment’s attractiveness and selecting one or more segments to enter.
• Positioning is the place the product occupies, relative to competitors’ product, in consumers’ minds.
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Marketing Mix
4Ps 4CsProduct Customer solution
Price Customer cost
Place Convenience
Promotion Communication
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Competitors
Marketingintermediaries
PublicsSuppliers
Mar
ketin
g
info
rmat
ion
syst
em
Marketing
planningsystem
Marketing
organization
system Mar
ketin
g
orga
niza
tion
and
impl
emen
tatio
n
Product
Promotion
Place PriceTarget
customers
Demographic/economic
environment
Social/cultural
environment
Technical/physical
environment
Political/legal
environment
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Strategic- Planning, Implementation, and Control
Process
Measureresults
Evaluate results
Takecorrective
action
ImplementationPlanning
Corporateplanning
Divisionplanning
Businessplanning
Productplanning
Carry out the plan
Control
Unit 4 Outline
• The Company Microenvironment.• The Company Macroenvironment.
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The Marketing Environment
• The Microenvironment consists of actors and forces close to the company that can affect its ability to serve its customers.
• The Macroenvironment consists of the larger societal forces that affect the whole microenvironment.
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Continued
Microenvironment Macroenvironment
The company Competitive environment
Existing competitors Demographic environment
Suppliers Economic environment
Marketing intermediaries Natural environment
Marketing services agencies
Technological environment
Financial intermediaries Political environment
Customers Cultural environment
Publics Tourism & Hospitality Marketing Tamer Zakaria
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