Beruflich Dokumente
Kultur Dokumente
2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Hospitality and Tourism, 4th edition Kotler, Bowen, and Makens
Managers do not control the quality of the product when the product is a service . . . . The quality of the service is in a precarious state it is in the hands of the service workers who produce and deliver it. -Karl Albrecht
Marketing for Marketing Hospitality forand Hospitality Tourism, and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen,and andMakens Makens
Chapter Objectives
Describe a service culture Identify four service characteristics that affect the marketing of a hospitality or travel product. Explain marketing strategies that are useful in the hospitality and travel industries
2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen,and andMakens Makens
Marketing for Marketing Hospitality forand Hospitality Tourism, and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen,and andMakens Makens
Service-Profit Chain
Five Links: Healthy service profits and growth Satisfied and loyal customers Greater service values Satisfied and productive service employees Internal service quality
Marketing for Marketing Hospitality forand Hospitality Tourism, and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen,and andMakens Makens
Marketing for Marketing Hospitality forand Hospitality Tourism, and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen,and andMakens Makens
Managing Differentiation
Solution to price competition
Differentiation through people, physical environment, and processes Differentiation through branding
2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen,and andMakens Makens
Marketing for Marketing Hospitality forand Hospitality Tourism, and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen,and andMakens Makens
Employee appearance
Why is Trade Dress Protection important?
2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen,and andMakens Makens
Managing Consistency
No surprises! Not only should services be provided correctly, but they should be done the same way every time Beware fluctuating demand and unintentional company policies that may affect consistency
2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen,and andMakens Makens
Marketing for Marketing Hospitality forand Hospitality Tourism, and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen,and andMakens Makens
Service Failure
Problems will inevitably occur
Marketing for Marketing Hospitality forand Hospitality Tourism, and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen,and andMakens Makens
Marketing for Marketing Hospitality forand Hospitality Tourism, and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen,and andMakens Makens
Contact Personnel
Contact personnel have a direct impact on the satisfaction of customers
Characteristic of inseparability of customer and employee during service delivery system
Marketing for Marketing Hospitality forand Hospitality Tourism, and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen,and andMakens Makens
Marketing for Marketing Hospitality forand Hospitality Tourism, and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen,and andMakens Makens
Best Practices
Ritz-Carlton Leadership Center offers innovative ways to:
Increase employee retention and loyalty Increase customer retention and loyalty Achieve service excellence in your industry Effectively drive your organizations culture, philosophy, vision, and mission
2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen,and andMakens Makens
Best Practices
Why are these hospitality and tourism organizations service leaders?
Chipotle Restaurants Marriott Hotel and Vacation Club Ting Tai Fung Club Med Disney Aramark British Airways
2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen,and andMakens Makens
Key Terms
Interactive marketing
Internal marketing Organization image Physical evidence
2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen,and andMakens Makens
Key Terms
Point-of-encounter
Service culture Service intangibility Service inseparability
2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen,and andMakens Makens
Key Terms
Service perishability Service-profit chain Service variability Trade dress
2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism, and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen,and andMakens Makens