Hospitality Marketing

HA100 : The Class : Operations : Marketing : Lesson 1

Hospitality Marketing

The Focus of Marketing

The focus is on the customer rather than the product.

“The effort to determine and meet the needs and wants of your customers.”

Sales and Marketing are NOT interchangeable.

The Four P’s Of Marketing

Product

Place

Price

Promotion

Product – What do you sell?

The Experience of the hotel or restaurant = an intangible: SERVICE

Place – Where do you sell it?

The physical location, location, location. Also, RES centers.

Price – What do you sell it for?

Loss-Leaders – items that are not profitable – but bring folks in

Consumer-based pricing – determining what folks are willing to pay

Competitive Pricing – what your competitors are doing

Elasticity of Demand – when demand for product is elastic – you can either raise or lower prices. Hotel rooms in Phoenix are priced higher in the winter, lower in the summer.

Promotion – How do you spread the word?

Personal selling – used primarily for corporate and group business

Advertising

Public Relations and Sponsorship – attempts to influence people

Sales Promotion – to quickly boost sales

Direct Marketing Communications

Point-of-Purchase Communications

Integrated marketing communications – All for one – One for all

Marketing

Umbrella

Sales		Public Relations	Advertising	Situation Analysis	Long Range Planning
Individual		Guests	In-House	In-House
Group		Community Service	Out-Of-House	Competitive
	Business
	Leisure

Once you have finished you should:

Go onto Assignemnt 1
or
Go back to Hospitality Marketing

E-mail Lenka Hospodka
or call (928) 523-2845 (Lenka Hospodka)