Type:
Solution Manual
Resource:
Hospitality Marketing Management
Edition:
5th Edition
Author(s):
Robert D. Reid David C. Bojanic
Fifth Edition
Instructor’s Manual to accompany
Hospitality Marketing Management Robert D. Reid and David C. Bojanic
Contents To the Instructor
v
Part One -- Introduction to Hospitality Marketing Chapter One – The Functions of Marketing Chapter Two – Introduction to Hospitality Services Marketing
1 3 10
Part Two -- Understanding and Targeting Hospitality Consumers Chapter Three – Understanding the Behavior of Hospitality Consumers Chapter Four – Market Segmentation and Positioning
19 21 29
Part Three -- Marketing Planning and Information Chapter Five – Developing a Marketing Plan Chapter Six – Information Systems for Marketing Decisions
37 39 46
Part Four -- Product-Service Mix and Distribution Strategies Chapter Seven – Developing New Products and Services Chapter Eight – Managing Products and Services Chapter Nine – Marketing Channels Chapter Ten – Electronic Commerce
55 57 64 72 80
Part Five -- Promotions Strategy Chapter Eleven – Promotion and Advertising Chapter Twelve – Advertising and Media Planning Chapter Thirteen – Sales Promotions, Merchandising, and Public Relations Chapter Fourteen – Personal Selling
87 89 99 107 114
Part Six -- Pricing Strategy and Destination Marketing Chapter Fifteen – Pricing Strategy Chapter Sixteen – Destination Marketing
123 125 134
Test Bank Answer Key
142
iii
Part 1 Introduction to Hospitality Marketing
1
Chapter One The Functions of Marketing Outline I. II. III.
IV.
V.
VI.
Chapter Objectives Industry Profile Introduction to Marketing A. Marketing Defined 1. Marketing encompasses merging, integrating, and controlling supervision of all company’s or organization’s efforts that have a bearing on sales. B. The Marketing Process C. The Emergence of the Marketing Concept 1. The marketing concept is based on the premise that firms determine customer wants and needs, and then design products and services that meet those wants and needs, while also meeting the goals of the firm. D. Marketing versus Selling 1. Selling focuses on activities that push products and services on the consuming public. 2. Marketing seeks to satisfy the needs and wants of the consuming public. The Marketing Mix A. The Traditional Marketing Mix 1. Price 2. Product 3. Place 4. Promotion B. The Hospitality Services Marketing Mix 1. Product-service mix 2. Presentation mix 3. Communications mix 4. Pricing mix 5. Distribution mix The Marketing Environment A. Economic Environment B. Social Environment C. Competitive Environment D. Political and Legal Environment E. Technological Environment The Marketing Management Cycle A. Marketing Planning B. Marketing Execution C. Marketing Evaluation
3