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1、Chapter2ServiceCharacteristicsofHospitalityandTourismMarketing“Managersdonotcontrolthequalityoftheproductwhentheproductisaservice.... Thequalityoftheserviceisinaprecariousstate– itisinthehandsoftheserviceworkerswho‘produce’anddeliverit.” -KarlAlbrecht©2006Pearson
2、Education,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensChapterObjectivesDescribeaservicecultureIdentifyfourservicecharacteristicsthataffectthemarketingofahospitalityortravelproduct.Explainmarketingstrategiesthatareu
3、sefulinthehospitalityandtravelindustries©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensTheServiceCultureTheserviceculturefocusesonservingandsatisfyingthecustomerEmpowersemployeestosolvecustomerpr
4、oblemsMajorityofmanycountries’GDPisservicebased©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensCharacteristicsofServiceMarketing©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4thediti
5、onUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensManagementStrategiesforServiceBusinessesServicecompaniesmustincreasetheircompetitivedifferentiation,servicequality,andproductivityIncreaseincompetitionandcostsDecreaseinproductivityandquality©2006PearsonEducation,Inc
6、.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensService-ProfitChainFiveLinks:HealthyserviceprofitsandgrowthSatisfiedandloyalcustomersGreaterservicevaluesSatisfiedandproductiveserviceemployeesInternalservicequality©2006Pea
7、rsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensThreeTypesofMarketinginServiceIndustries©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens
8、InternalandInteractiveMarketingInternalmarketingmeanstheservicefirmmusteffectivelytrainandmotivatecustomercontactemployeesInteractivemarketingmeansthepe
