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• Title Page
• Copyright
• Dedication
• Brief Contents
• Contents
• To the Student
• Preface
• About the Authors
• Part I. Defining Hospitality and Tourism Marketing and the Marketing Process
• 1. Creating Customer Value and Engagement Through Marketing for Hospitality and Tourism
• Your Passport to Success
• Customer Orientation
• What Is Hospitality and Tourism Marketing?
• Marketing in the Hospitality and Travel Industries
• Importance of Marketing
• Tourism Marketing
• Definition of Marketing
• Marketing Highlight 1.1 How Four Seasons Hotels and Resorts delights its customers
• The Marketing Process
• Understanding the Marketplace and Customer Needs
• Customer Needs, Wants, and Demands
• Market Offerings: Tangible Products, Services, and Experiences
• Customer Value and Satisfaction
• Exchanges and Relationships
• Markets
• Designing Customer Value-Driven Marketing Strategy
• Selecting Customers to Serve
• Marketing Management Orientations
• Preparing an Integrated Marketing Plan and Program
• Managing Customer Relationships and Capturing Value
• Customer Relationship Management
• Customer Engagement and Today’s Digital and Social Media
• Partner Relationship Management
• Capturing Value from Customers
• Customer Loyalty and Retention
• Growing Share of Customer
• Building Customer Equity
• The Changing Marketing Landscape
• The Digital Age: Online, Social Media, and Mobile Marketing
• Sustainable Marketing—the Call for More Environmental and Social Responsibility
• Rapid Globalization
• Co-Creation
• The Sharing Economy
• Welcome to Marketing: Your Passport to Becoming a Successful Manager
• Chapter Review
• In-Class Group Exercises
• Experiential Exercises
• References
• 2. Services Marketing Concepts Applied to Marketing for Hospitality and Tourism
• The Service Culture
• Characteristics of Service Marketing
• Intangibility
• Tangible Evidence
• Inseparability
• Variability
• Perishability
• The Service Profit Chain
• Management Strategies for Service Businesses
• Managing Service Differentiation
• Managing Service Quality
• Marketing Highlight 2.1 Service differentiation is harder to achieve, yet some manage through art
• Managing Service Productivity
• Resolving Customer Complaints
• Marketing Highlight 2.2 Recommendations for improving service quality
• Managing Employees as Part of the Product
• Managing Perceived Risk
• Managing Capacity and Demand
• Chapter Review
• In-Class Group Exercises
• Experiential Exercises
• References
• 3. Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
• Nature of High-Performance Business
• Stakeholders
• Processes
• Resources
• Organization
• Corporate Strategic Planning: Defining Marketing’s Role
• Defining the Corporate Mission
• Setting Company Objectives and Goals
• Designing the Business Portfolio
• Marketing Highlight 3.1 AccorHotels group: Marriage with onefinestay, a luxury vacation rental platf
• Planning Marketing: Partnering to Build Customer Relationships
• Partnering with Other Company Departments
• Partnering with Others in the Marketing System
• Marketing Strategy and the Marketing Mix
• Customer Value-Driven Marketing Strategy
• Developing an Integrated Marketing Mix
• Managing the Marketing Effort
• Marketing Analysis
• Goal Formulation
• Marketing Planning
• Implementation
• Feedback and Control
• Measuring and Managing Return on Marketing Investment
• Chapter Review
• In-Class Group Activities
• Experiential Exercises
• References
• Part II. Understanding the Marketplace and Customer Value
• 4. Analyzing the Marketing Environment
• The Company’s Environment
• The Microenvironment
• The Company
• Existing Competitors
• Suppliers
• Marketing Intermediaries
• Customers
• Publics
• The Company’s Macroenvironment
• Competitors
• Marketing Highlight 4.1 Go Tokyo–Making Tokyo the world’s choice by destination digital marketin
• Demographic Environment
• The Changing American Family
• Economic Environment
• Natural Environment
• Technological Environment
• Political Environment
• Cultural Environment
• Responding to the Marketing Environment
• Environmental Scanning
• Chapter Review
• In-Class Group Activities
• Experiential Exercises
• References
• 5. Managing Customer Information to Gain Customer Insights
• Marketing Information and Customer Insights
• Marketing Information and Today’s “big Data”
• Managing Marketing Information
• The Marketing Information System
• Assessing Information Needs
• Developing Marketing Information
• Marketing Research
• Defining the Problem and Research Objectives
• Developing the Research Plan
• Marketing Highlight 5.1 Ethnographic research: Watching what consumers really do
• Marketing Highlight 5.2 ZMET: Getting into the heads of consumer
• Marketing Highlight 5.3 Pros and cons of online research
• Marketing Highlight 5.4 A “questionable” questionnaire
• Implementing the Research Plan
• Interpreting and Reporting the Findings
• Marketing Highlight 5.5 Research problem areas
• Marketing Highlight 5.6 HSMAI’s Knowledge Center: A great source of marketing information
• International Marketing Research
• Marketing Research in Smaller Organizations
• Chapter Review
• In-Class Group Activities
• Experiential Exercises
• References
• 6. Consumer Markets and Consumer Buying Behavior
• A Model of Consumer Behavior
• Personal Characteristics Affecting Consumer Behavior
• Cultural Factors
• Social Factors
• Marketing Highlight 6.1 Ayam Brand’s social media influencer campaign
• Personal Factors
• Psychological Factors
• Marketing Highlight 6.2 Sensory marketing—A powerful tool for hospitality businesses
• The Buyer Decision Process
• Need Recognition
• Information Search
• Evaluation of Alternatives
• Purchase Decision
• Postpurchase Behavior
• Marketing Highlight 6.3 Unique aspects of hospitality and travel consumers
• Chapter Review
• In-Class Group Exercises
• Experiential Exercise
• References
• 7. Organizational Buyer Behavior
• The Organizational Buying Process
• Business Markets
• Market Structure and Demand
• Nature of the Buying Unit
• Types of Decisions and the Decision Process
• Participants in the Organizational Buying Process
• Major Influences on Organizational Buyers
• Organizational Buying Decisions
• 1. Problem Recognition
• 2. General Need Description
• 3. Product Specification
• 4. Supplier Search
• 5. Proposal Solicitations
• 6. Supplier Selection
• 7. Order-Routine Specification
• Marketing Highlight 7.1 Corporate procurement’s involvement in purchasing meetings
• 8. Performance Review
• E-Procurement and Online Purchasing
• Business-to-Business Digital and Social Media Marketing
• Hospitality Group Markets
• Conventions
• Convention Bureaus
• Association Meetings
• Corporate Meetings
• Small Groups
• Incentive Travel
• SMERFs
• Marketing Highlight 7.2 Green meetings about Green Hospitality
• Segmentation of Group Markets by Purpose of the Meeting
• Restaurants as a Meeting Venue
• Dealing with Meeting Planners
• Chapter Review
• In-Class Group Exercises
• Experiential Exercise
• References
• 8. Customer-Driven Marketing Strategy: Creating Value for Target Customers
• Markets
• Market Segmentation
• Geographic Segmentation
• Demographic Segmentation
• Marketing Highlight 8.1 Children want pets, but parents don’t
• Psychographic Segmentation
• Marketing Highlight 8.2 W Hotels: A lifestyle hotel
• Behavioral Segmentation
• Marketing Highlight 8.3 Euro Space Center: Targeting teachers and corporates
• Using Multiple Segmentation Bases
• Requirements for Effective Segmentation
• Market Targeting
• Evaluating Market Segments
• Selecting Market Segments
• Choosing a Market-Coverage Strategy
• Market Positioning
• Positioning Strategies
• Choosing and Implementing a Positioning Strategy
• Differentiating Competitive Advantages
• Choosing the Right Competitive Advantages
• Selecting an Overall Positioning Strategy
• Communicating and Delivering the Chosen Position
• Positioning Measurement: Perceptual Mapping
• Chapter Review
• In-Class Group Activities
• Experiential Exercise
• References
• Part III. Designing Customer Value-Driven Strategy and Mix
• 9. Designing and Managing Products and Brands: Building Customer Value
• What Is a Product?
• Product Levels
• Core Products
• Facilitating Products
• Supporting Products
• Augmented Product
• Branding Strategy
• Building Strong Brands
• Brand Equity and Brand Value
• Brand Positioning
• Brand Name Selection
• Leveraging Brands
• Brand Portfolios
• Marketing Highlight 9.1 Extending your brand to China: What name do you use?
• The New-Product Development
• Idea Generation
• Idea Screening
• Concept Development and Testing
• Marketing Strategy
• Business Analysis
• Product Development
• Test Marketing
• Commercialization
• Product Life-Cycle Strategies
• Introduction Stage
• Growth Stage
• Maturity Stage
• Decline Stage
• Product Deletion
• International Product and Service Marketing
• Chapter Review
• In-Class Group Exercises
• Experiential Exercises
• References
• 10. Internal Marketing
• Internal Marketing
• Post Face-to-Face Guest Relations
• Marketing Highlight 10.1 Hotel Okura Amsterdam’s five-star community
• The Internal Marketing Process
• Establishment of a Service Culture
• Development of a Marketing Approach to Human Resources Management
• Dissemination of Marketing Information to Employees
• Marketing Highlight 10.2 Internal marketing in action: Lewis Hotels
• Chapter Review
• In-Class Group Exercises
• Experiential Exercise
• References
• 11. Pricing: Understanding and Capturing Customer Value
• Factors to Consider When Setting Prices
• Internal Factors Affecting Pricing Decisions
• External Factors Affecting Pricing Decisions
• Competitors’ Prices and Offers
• General Pricing Approaches
• Cost-Based Pricing
• Break-Even Analysis and Target Profit Pricing
• Value-Based Pricing
• Competition-Based Pricing
• Pricing Strategies
• New-Product Pricing Strategies
• Existing-Product Pricing Strategies
• Revenue Management
• Marketing Highlight 11.1 Segmented pricing: The right product to the right customer at the right tim
• Dynamic Pricing
• BAR Pricing
• Rate Parity
• Nonuse of Revenue Management
• Overbooking
• Psychological Pricing
• Price Endings
• Promotional Pricing
• Value Pricing—Low Price Approach
• Marketing Highlight 11.2 Ryanair uses value pricing to attract customers and gains revenue from extr
• Price Changes
• Initiating Price Changes
• Responding to Price Changes
• Chapter Review
• In-Class Group Exercises
• Experiential Exercise
• References
• 12. Distribution Channels Delivering Customer Value
• Partnering to Add Value
• Supply Chains and the Value Delivery Network
• Nature and Importance of Distribution Systems
• Nature of Distribution Channels
• Hospitality Distribution Channels
• Direct Channels
• Online Travel Agencies
• Global Distribution Systems
• Travel Agents
• Marketing Highlight 12.1 Changing market dynamics
• Travel Wholesalers and Tour Operators
• Specialists: Tour Brokers, Motivational Houses, and Junket Reps
• Hotel Representatives
• National, State, and Local Tourist Agencies
• Consortia and Reservation Systems
• Restaurant Distribution Channels
• Channel Behavior and the Organization
• Channel Behavior
• Channel Organization
• Marketing Highlight 12.2 Restaurant franchising
• Channel Management
• Selecting Channel Members
• Determining Responsibilities of Channel Members
• Selecting Business Location
• Chapter Review
• In-Class Group Exercises
• Experiential Exercises
• References
• 13. Engaging Customers and Communicating Customer Value and Advertising
• The Promotion Mix
• Integrated Marketing Communications
• The New Marketing Communications Model
• Marketing Highlight 13.1 Thanks, just don’t call it advertising: It’s content marketing
• The Need for Integrated Marketing Communications
• Developing Effective Marketing Communication
• A View of the Communication Process
• Steps in Developing Effective Communications
• Identifying the Target Audience
• Determining the Communication Objective
• Designing the Message
• Selecting Communication Channels
• Marketing Highlight 13.2 Thank you—A great personal communication
• Selecting the Message Source
• Collecting Feedback
• Setting the Total Promotion Budget and Mix
• Setting the Total Promotional Budget
• Shaping the Overall Promotion Mix
• Advertising
• Major Decisions in Advertising
• International Advertising Decisions
• Chapter Review
• In-Class Group Exercises
• Experiential Exercises
• References
• 14. Promoting Products: Public Relations and Sales Promotions
• Public Relations
• Major Activities of PR Departments
• Marketing Highlight 14.1 Extreme Sports bring publicity and tourists
• Publicity
• The Public Relations Process
• Conducting Research
• Establishing Marketing Objectives
• Defining the Target Audience
• Choosing the PR Message and Vehicles
• Implementing the Marketing PR Plan
• Evaluating PR Results
• PR Opportunities for the Hospitality Industry
• Promoting Individual Properties
• Promoting via Storytelling
• Crisis Management
• Marketing Highlight 14.2 Cheshire’s Best Kept Stations, Cheshire, United Kingdom
• Sales Promotion
• Local Area Marketing (Neighborhood Marketing)
• Chapter Review
• In-Class Group Exercises
• Experiential Exercise
• References
• 15. Professional Sales
• Results
• Management of Professional Sales
• Nature of Hospitality Sales
• Competitive Analysis and Competitive Sets
• Sales Force Objectives
• Sales Volume
• Upselling and Second-Chance Selling
• Market Share or Market Penetration
• Product-Specific Objectives
• Sales Force Structure and Size
• Territorial-Structured Sales Force
• Market-Segment-Structured Sales Force
• Market-Channel-Structured Sales Force
• Customer-Structured Sales Force
• Combination-Structured Sales Force
• Sales Force Size
• Organizing the Sales Department
• Inside Sales Force
• Field Sales Force
• Team Sales
• Relationship Marketing and Strategic Alliances
• Recruiting and Training a Professional Sales Force
• Importance of Careful Selection
• Establishing a Profile of Desired Characteristics Matching the Corporate Culture
• Matching Career Acquisitions with Corporate Objectives
• Sales Force Training
• Managing the Sales Force
• Selecting Sales Strategies
• Sales Force Tactics: Principles of Personal Selling
• Motivating a Professional Sales Force
• Evaluation and Control of a Professional Sales Force
• Peer-to-Peer Sales
• Networking
• Social Selling: Online, Mobile, and Social Media Tools
• Social Selling: Online, Mobile, and Social Media Tools
• Chapter Review
• In-Class Group Exercises
• Experiential Exercise
• References
• 16. Direct, Online, Social Media, and Mobile Marketing
• Direct and Digital Marketing
• The New Direct-Marketing Model
• Benefits of Direct and Digital Marketing to Buyers and Sellers
• Forms of Direct and Digital Marketing
• Digital and Social Media Marketing
• Marketing, the Internet, and the Digital Age
• Online Marketing
• Social Media Marketing
• Mobile Marketing
• Customer Databases and Traditional Direct Marketing
• Database Uses
• Personalization, Disclosure of Information, and Value for the Customers
• Relationship Marketing and Loyalty Programs
• Benefits of Customer Relationship Management
• Loyalty Programs
• Traditional Forms of Direct Marketing
• Direct-Mail Marketing
• Telephone Marketing
• Kiosk Marketing
• Interactive TV
• Online Privacy and Security
• Chapter Review
• In-Class Group Exercises
• Experiential Exercise
• References
• Part IV. Managing Hospitality and Tourism Marketing
• 17. Destination Marketing
• Marketing Tourism Destinations
• The Globalization of the Tourist Industry
• The Tourism Destination
• Destination Marketing System
• Destination Competitiveness
• Sustainable Tourism
• Tourism Development and Investments
• Marketing Highlight 17.1 Cuba tourism development: A time travel
• Tourism Events and Attractions
• Destination Life Cycle: Rejuvenating a Destination
• Segmenting and Monitoring the Tourist Market
• Agritourism
• Space Tourism
• Multiday Hiking and Religious Pilgrimages
• Medical Tourism
• Genealogical Tourism
• Identifying Target Markets
• Classification of Visitor Segments
• Monitoring the Tourist Markets
• Communicating with the Tourist Market
• Competition for Visitors Involves Image Making
• Branding Destinations
• Effectiveness of Advertising/Promotion
• Developing Packages of Attractions and Amenities
• Creating and Managing Visitor Experiences
• Organizing and Managing Tourism Marketing
• National Tourism Organizations
• Regional Tourist Organizations: State Associations and Convention and Tourist Bureaus
• Chapter Review
• Discussion Questions
• Experiential Exercise
• In-Class Group Activities
• Appendix A: 2018 Travel and Tourism Competitiveness Index
• References
• 18. Next Year’s Marketing Plan
• Purpose of a Marketing Plan
• Preparing a Marketing Plan
• Section I: Executive Summary
• Section II: Corporate Connection
• Section III: Environmental Analysis and Forecasting
• Marketing Highlight 18.1 The Indigo Pearl Resort: Facebook strategy and planning the Indigo Pearl
• Section IV: Segmentation and Targeting
• Section V: Next Year’s Objectives and Quotas
• Section VI: Action Plans: Strategies and Tactics
• Section VII: Resources Needed to Support Strategies and Meet Objectives
• Section VIII: Marketing Control
• Presenting the Plan and Preparing for the Future
• Section IX: Presenting and Selling the Plan
• Section X: Preparing for the Future
• Chapter Review
• In-Class Group Exercises
• Experiential Exercise
• References
• Appendix A. The Five-Gap Model of Service Quality
• Appendix B. Forecasting Market Demand
• Case Studies
• Glossary
• Index