Hospitality marketing management. Курсовая работа 2013 г.

---

Информация о товаре:

Аннотация

В данной работе рассматриваются основные понятия маркетинга Работа начинается изучением термина «маркетинг» и анализирует разные определения маркетинга. Также в теоретической части работы рассматриваются термины «гостеприимства» и специфические особенности менеджмента маркетинга гостеприимства в общих чертах и менеджмент маркетинга гостеприимства Гостиницы Транскорп Хилтон в Нигерии. Работа уникальна тем что в ней рассматриваются принципы и стратегии гостеприимства с точки зрения менеджмента и маркетинга не только на теоретическом уровне но и на практическом уровне. Важно отметить тот факт, что в работе также рассмотрены особенности маркетинг плана и маркетинг стратегии а также их отличительные черты.

Contents

I. Introduction.....................................................................................................3 II. General characteristics of marketing and hospitality....................................4 2.1. Notion and characteristics of marketing................................................4 2.2. Notion and characteristics of hospitality...............................................7 2.3. The functions of Marketing.................................................................11 III. Hospitality services marketing at Hilton Hotel ..........................................14 3.1. Definition of Product and Services.....................................................14 3.2. Case company: Hilton Hotel..............................................................14 IV. Special characteristics of hospitality marketing..........................................20 4.1. Hospitality consumers’ marketing.......................................................20 4.2. Marketing planning.............................................................................22 V. Difference between a marketing Plan and a Marketing strategy…………24 VI. Conclusion..................................................................................................27 VII. References.................................................................................................28

VI. Conclusion

At the end of the research we came to the next conclusions:  The development of the marketing concept is critically reviewed. Marketing as a discipline is traced from its origins as a business activity to its contemporary position as a generic activity applying to all types of organizations and exchange transactions. In such a broadened domain, the centrality of the customer is questioned as is the nature and extent of the exchange process that takes place. The dominant approach of hospitality is one based on business and management, with many institutions focusing on services and some taking a retailing perspective. The retention of a customer perspective is essential to the effective delivery of hospitality products; customers do not buy service delivery, they buy experiences; they do not buy service quality, they buy memories; they do not buy food and drink, they buy meal experiences. Marketing includes all of the activities necessary to move a product from the producer to the consumer.  Marketing starts with market research, a learning process in which marketers get to know everything they can about the needs and wants of consumers, and it ends when somebody buys something. In the practical part I analyzed the marketing strategies of Hilton Hotel and I came to the conclusion that at the time when the Hotel lacked facilities it was decided to make some changes in the building structures of his hotel for the customers’ satisfaction. Transcorp Hilton Hotel services are comprised of the following: accommodation, Dining, services for corporate and private person. In such a way became clear that successful marketing managers focus on understanding their consumers’ wants and needs as clearly as possible. One of the most perplexing problems confronting hospitality managers is to understand why hospitality consumers behave as they do. Understanding the behavior of hospitality and tourism consumers is among the most important challenges facing management. It is critical that managers remain in constant communication with those who consume the products and services, and pay close attention to consumer needs so that they will be ready to change elements of the marketing mix when consumer preferences, wants, or needs change. At the end of the work, in order to make a difference between the marketing plan and the marketing strategy I characterized each of them apart and I enumerated the differences between them. In such a way it became clear that the marketing strategy is an explanation of the goals a person need to achieve with his marketing efforts and the marketing plan is how the persons are going to achieve those marketing goals.  VII. References

1. Alderson W. 1957 Marketing behaviour and executive action. Homewood, Ill.: Irwin. p. 5;
2. American Marketing Association. 1948 Report of the Definitions Committee. Journal ofMarketing, 13 (October), 202-210.
3. Bagozzi R. P. 1975. Marketing as exchange. Journal of Marketing, 39 (October), 32-39. p. 39;
4. Bagozzi, R. and Dholakia, U. 2006. Antecedents and purchase consequencesof customer participation in small group brand communities. International Journal of Research in Marketing, 23(1), 45. p. 1

1. Braitwaite, R.W. 2004, Five Meals in the Forties: Perspectives on hospitality under extreme circumstances, Tourism Review International, Vo.7, pp61-66
2. Campbell-Smith, G. 1967, Marketing the Meal Experience, University of Surrey, Guildford
3. King, C.A. 1995, What is hospitality? International Journal of Hospitality Management, Vol.14 No. 3&4, pp219-234
4. Knutson, B., Stevens, P., Wullaert, C., Patton, M., and Yokoyama, F. 1989, The Service Scoreboard: A Service Quality Measurement Tool for the Hospitality Industry, Hospitality Education and Research Journal, Vol.14 No.2, pp413-420;
5. Kotler P. 1972 A generic concept of marketing. Journal of Marketing, 36 (April), 46 -54.
6. Nailon, P. 1982, Theory in hospitality management, International Journal of Hospitality Management, Vol.1 No.3, pp135-142
7. Patton, M., Stevens, P. and Knutson, B. 1994, Internationalizing LODGESERV as a Measurement Tool: A Pilot Study, Journal of Hospitality and Leisure Marketing, Vol.2 No.2, pp39-56;
8. Stevens, P., Knutson, B., and Patton, M. 1995, DINESERV: A Tool for Measuring Service Quality in Restaurants, Cornell Hotel and Restaurant Administration Quarterly, Vol.36 No.2, pp56-60
9. Telfer, E. 2000, The philosophy of hospitableness, in Lashley & Morrison, In Search of Hospitality, Butterworth Heinemann

6. Brotherton, B. 2002 Finding the hospitality industry (A Response to Paul Slattery), Journal of Hospitality, Leisure, Sport & Tourism Education, Vol.1 No.2, http://www.hlst.heacademy.ac.uk/johlste/vol1no2/comments/0032.html;
7. Brotherton, B. 2003, Finding the hospitality industry (A Final Response to Slattery?), Journal of Hospitality, Leisure, Sport & Tourism Education, Vol.2 No.2, http://www.hlst.heacademy.ac.uk/johlste/vol2no2/comments/0056.html;
8. Brotherton, B. and Wood, R. 2000  Hospitality and hospitality management, in Lashley & Morrison, In Search of Hospitality, Butterworth Heinemann

10. Committee on Definitions. 1960. Marketing definitions: A glossary of marketing terms. Chicago: American Marketing Association, p. 15
11. James U. McNeal, 1982, Consumer Behavior, Boston: Little, Brown, , pp. 5–15.
12. Jones, P. 1996  Introduction to Hospitality Operations, Cassell, London.
13. Jones, P. 2004 Finding the Hospitality Industry? Or finding Hospitality Schools of Thought? Journal of Hospitality, Leisure, Sport & Tourism Education, Vol.3 No.1,  http://www.hlst.heacademy.ac.uk/johlste/vol3no1/comments/0069.html

16. Kotler P & Levy S.J. 1969 Broadening the concept of marketing, Journal of Marketing, 33 (January), 10-15

18. Kotler P. 1984. Marketing management: Analysis, planning and control. New Jersey: Prentice Hall, p. 4
19. Kotler P. 1988. Marketing management: Analysis, planning, implementation and control. New Jersey: Prentice Hall, p. 6
20. Lashley, C. & Morrison, A. 2000  In Search of Hospitality; Theoretical perspectives and debates, Butterworth-Heinemann, Oxford
21. Lauffer A. 1984  Strategic marketing for not-for-profit organisations. New York: The Free Press
22. Luck DJ. 1969 Broadening the concept of marketing - too far. Journal of Marketing, 33(July), 53-55.
23. Marketing News. 1985. AMA board approves new marketing definition. No. 5, 1st March, p. 1
24. Mc Graw –Hill. 2006. Services Management and marketing (integration customer focus across the films) Asia, p. 4
25. Morrison,A. & O’Mahoney, G.B. 2002 Hospitality: A Liberal Introduction, Journal of Hospitality and Tourism Management, Vol. 9 No.2, pp189-197

27. Oh. H., Pizam A., 2008, Hospitality Marketing Management, Elsevier

29. Reid, R. D., Bojanic D.C. 2006,  Hospitality Marketing Mnanagement, Fourth Edition, Wiley,  p. 87
30. Schmoll, G.A. 1977. Tourism Promotion. London: Tourism International Press.;
31. Slattery, P. 2002  Finding the hospitality industry, Journal of Hospitality, Leisure, Sport & Tourism Education, Vol.1 No.1, http://www.hlst.heacademy.ac.uk/johlste/vol1no1/academic/0007.html;
32. Slattery, P. 2003, Finding the hospitality industry (Slattery’s reply to Brotherton), Journal of Hospitality, Leisure, Sport & Tourism Education, Vol.2 No.1, http://www.hlst.heacademy.ac.uk/johlste/vol2no1/comments/0040.html;

35. Um, S. and Crompton, J.L. 1990. Attitude determinants in tourismdestination choice. Annals of Tourism Research, 17, 432–448
36. Wiebe G. D. 1951-52 Merchandising commodities and citizenship on television. PublicOpinion Quarterly, 15 (Winter), 679-691, p. 679
37. Wood, R. 1992  Working in hotels and catering, Routledge
38. Woodside, A.G. and Lysonski, S. 1989. A general model of traveler destination. Journal of Travel Research, 27(4): 7–14;