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1、Chapter1 Introduction MarketingforHospitalityandTourism“Marketingissobasicthatitcannotbeconsideredaseparatefunction.Itisthewholeofbusinessseenfromthepointofviewofitsfinalresult,thatis,fromthecustomerspointofview…Businesssuccessisnotdeterminedbytheproduce
2、r,butbythecustomer.” -PeterDrucker©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensCourseOverview1.Understandthehospitalityandtourismmarketingprocess2.Recognizedevelopinghospitalityandtou
3、rismmarketingstrategiesUnderstandhowtodevelopthehospitalityandtourismmarketingmixComprehendmanaginghospitalityandtourismmarketing©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensChapterObj
4、ectives1.Understandtherelationshipsbetweentheworld’shospitalityandtravelindustry2.Definetheroleofmarketinganddiscussitscoreconcepts3.Explaintherelationshipbetweencustomervaluesatisfactionandquality©2006PearsonEducation,Inc.MarketingforHospitalityandTouris
5、m,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensChapterObjectives4.Discusshowmarketingmanagersgoaboutdevelopingprofitablecustomerrelationships5.Understandhowthemarketingconceptcallsforacustomerorientation©2006PearsonEducation,Inc.MarketingforHos
6、pitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensTheTravelIndustryThetravelindustryistheworld’slargestOnebillioninternationaltravelersby2010Over$1.5trillioninreceiptsby2010Explosivegrowthinthepast30years(Dubai,Cancun,andotherdest
7、inations)©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensCustomerOrientationThepurposeofbusinessistocreateandmaintainsatisfied,profitablecustomersPutthecustomerfirstandrewardemployeesfors
8、ervingcustomerswell©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensCustomerOrientationWithoutcustomersassetshavelittlevalueWhydoesMichaelLeven,CEOo
