Chapter 1

1. Chapter 1 Marketing Defined

2. Definition of Marketing Marketing is a continuous, sequential process through which management in the hospitality and travel industry plans, researches, implements, controls, and evaluates activities designed to satisfy both customers’ needs and wants and their own organization’s objectives

3. The PRICE of Marketing • P: planning • R: research • I: implementation • C: control • E: evaluation

4. Evolutionary Eras of Marketing in Nonservice Industries • Product-orientation era • Sales-orientation era • Marketing-orientation era • Societal-marketing era • Online-marketing era

5. Figure 1.1 The evolution of marketing in nonservice industries. (Adapted from Perreault, William D., and E. Jerome McCarthy, Essentials of Marketing: A Global Managerial Approach, 10th ed. Reproduced with permission of The McGraw-Hill Companies.)

6. Figure 1.6 Characteristics of a marketing-oriented organization.

7. Figure 1.8 Core principles of marketing.

8. The Hospitality and Travel Marketing Environment • Marketing Strategy Factors (controllable) • Marketing EnvironmentFactors • (uncontrollable)

9. Marketing Strategy Factors • Traditional 4 Ps of Marketing • – Product; Place; Promotion; Price • Additional 4 Ps of Hospitality and Travel Marketing • – People; Packaging; Programming; Partnership

10. Traditional 4 Ps of Marketing Product Place Promotion Price Additional 4 Ps of Hospitality and Travel Marketing People Packaging Programming Partnership Figure 1.10 Marketing strategy factors.

11. Marketing Environment Factors • Competitors • Laws and Government Regulations • Economy • Technology • Society and Culture • Organizational Priorities and Goals

12. Figure 1.11 The marketing environment factors.