Upload
ravi-kshirsager
View
220
Download
0
Embed Size (px)
Citation preview
8/6/2019 1. Intro to Concept of Service Mktg
1/20
As a Technical Collaborator offor B. Sc. Degree in
Catering Science & Hospitality Management
Marketing & FinanceMarketing & Finance
B. Sc. Yr II Unit 1
1. Introduction to Concept of
Service Marketing
8/6/2019 1. Intro to Concept of Service Mktg
2/20
As a Technical Collaborator offor B. Sc. Degree in
Catering Science & Hospitality Management
Session ObjectiveSession Objective
By the end of this session you will be able to:
Understand the meaning of market and itsimportance
Know the role of marketing in hospitality industry
List the strength of hospitality industry andexpectation of guest
Explain the different vocabulary of marketing
8/6/2019 1. Intro to Concept of Service Mktg
3/20
As a Technical Collaborator offor B. Sc. Degree in
Catering Science & Hospitality Management
MarketMarket
Amarket is a set of actual and potential buyerswho might transact with a seller.
Amarket is a set of actual and potential buyerswho might transact with a seller.
8/6/2019 1. Intro to Concept of Service Mktg
4/20
As a Technical Collaborator offor B. Sc. Degree in
Catering Science & Hospitality Management
Exchange Between Seller & BuyerExchange Between Seller & Buyer
Buyer Seller
Something of value:
Money, credit, goods
Something of value:Goods, services, ideas
8/6/2019 1. Intro to Concept of Service Mktg
5/20
As a Technical Collaborator offor B. Sc. Degree in
Catering Science & Hospitality Management
ImportanceImportance
Customer focussed
About exchange
Mutual benefit
Resources and capabilities
8/6/2019 1. Intro to Concept of Service Mktg
6/20
As a Technical Collaborator offor B. Sc. Degree in
Catering Science & Hospitality Management
Evolution Of MarketingEvolution Of Marketing
Production orientation
Product orientation
Sales Orientation
8/6/2019 1. Intro to Concept of Service Mktg
7/20
As a Technical Collaborator offor B. Sc. Degree in
Catering Science & Hospitality Management
Evolution of MarketingEvolution of Marketing
Marketing Depts.
Marketing Company
Relationships
http://images.google.co.in/imgres?imgurl=http://www.artbywicks.com/relationship%2520red%2520blue.jpg&imgrefurl=http://www.artbywicks.com/figure%2520art%2520painting.htm&h=432&w=325&sz=26&hl=en&start=3&tbnid=vVU1-qE2wHLo6M:&tbnh=126&tbnw=95&prev=/images%3Fq%3Drelationship%26gbv%3D2%26ndsp%3D20%26hl%3Den%26sa%3DNhttp://images.google.co.in/imgres?imgurl=http://www.cocojambo.com/2007/images/cocojambo_splash.gif&imgrefurl=http://www.cocojambo.com/&h=550&w=750&sz=42&hl=en&start=3&tbnid=L_5MnKkBNRP-cM:&tbnh=103&tbnw=141&prev=/images%3Fq%3Dmarketing%2Bcompany%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.parentsknow.state.mn.us/images/community_right.gif&imgrefurl=http://www.briansolis.com/2008_02_01_archive.html&h=342&w=407&sz=37&hl=en&start=50&tbnid=DPJhGAXvYFEJVM:&tbnh=105&tbnw=125&prev=/images%3Fq%3Dmarketing%2Bdepartment%26start%3D40%26gbv%3D2%26ndsp%3D20%26hl%3Den%26sa%3DN8/6/2019 1. Intro to Concept of Service Mktg
8/20
As a Technical Collaborator offor B. Sc. Degree in
Catering Science & Hospitality Management
Hospitality MarketingHospitality Marketing
The travel and tourism industry is the fastest
growing industry globallyTravel and tourism is expected eventually to be
the number one employer in the world
Hotels and restaurants play major roles in thetourism industry
8/6/2019 1. Intro to Concept of Service Mktg
9/20
As a Technical Collaborator offor B. Sc. Degree in
Catering Science & Hospitality Management
Strength of the Hospitality IndustryStrength of the Hospitality Industry
Strong Economy
Mobile Population More Disposable Income
Larger Senior Population with Income toTravel
Extended Family Stay after the Business
Meeting
8/6/2019 1. Intro to Concept of Service Mktg
10/20
8/6/2019 1. Intro to Concept of Service Mktg
11/20
As a Technical Collaborator offor B. Sc. Degree in
Catering Science & Hospitality Management
Important TermsImportant Terms
Marketing
The process of creating, distributing, promoting,
and pricing goods, services, and ideas to facilitatesatisfying exchange relationships with customers
in a dynamic environment
Customers The purchasers of organizations products; the focal
point of all marketing activities
Target Market
A specific group of customers on whom an
organization focuses its marketing efforts
8/6/2019 1. Intro to Concept of Service Mktg
12/20
As a Technical Collaborator offor B. Sc. Degree in
Catering Science & Hospitality Management
Important TermsImportant Terms
The Marketing Mix
Four marketing activitiesproduct, distribution, promotion,
and pricingthat a firm can control to meet the needs ofcustomers within its target market
Product
Goods, services, or ideas that satisfy customer needs
Distribution
The ready, convenient, and timely availability of products
Promotion Activities that inform customers about the organization and its
products
8/6/2019 1. Intro to Concept of Service Mktg
13/20
As a Technical Collaborator offor B. Sc. Degree in
Catering Science & Hospitality Management
Important TermsImportant Terms
Pricing
Decisions and actions that establish pricing objectivesand policies and set product prices
Exchange
The provision or transfer of goods, services, or ideasin return for something of value
Marketing Concept
A philosophy that an organization should try to satisfycustomers needs through a coordinated set of
activities that also allows the organization to achieve
its goals
8/6/2019 1. Intro to Concept of Service Mktg
14/20
As a Technical Collaborator offor B. Sc. Degree in
Catering Science & Hospitality Management
Important TermsImportant Terms
Customer Benefits
Anything desired by the customer that is received inan exchange
Customer Costs
Anything a customer gives up in an exchange forbenefits
8/6/2019 1. Intro to Concept of Service Mktg
15/20
As a Technical Collaborator offor B. Sc. Degree in
Catering Science & Hospitality Management
Important TermsImportant Terms
Relationship Marketing
Establishing long-term, mutually satisfying buyer-
seller relationships allowing for cooperation andmutual dependency
Customer Relationship Management (CRM)
Using information about customers to createmarketing strategies that develop and sustain
desirable customer relationships
Value A customers subjective assessment of benefits
relative to the costs in determining the worth of a
product
8/6/2019 1. Intro to Concept of Service Mktg
16/20
As a Technical Collaborator offor B. Sc. Degree in
Catering Science & Hospitality Management
Factory ExistingProducts
SellingandPromoting
ProfitsthroughVolume
The Selling ConceptThe Selling Concept
StartingPoint Focus Means Ends
MarketCustomer
Needs
Integrated
Marketing
Profitsthrough
Satisfaction
The Marketing ConceptThe Marketing Concept
Marketing & Sales Concepts ContrastedMarketing & Sales Concepts Contrasted
8/6/2019 1. Intro to Concept of Service Mktg
17/20
As a Technical Collaborator offor B. Sc. Degree in
Catering Science & Hospitality Management
The 7CThe 7Cs of Services of Service
Focus
1. Customer2. Cost
3. Communication4. Convenience
5. Customer/client
6. Credence/credibility
7. Conduct
8/6/2019 1. Intro to Concept of Service Mktg
18/20
As a Technical Collaborator offor B. Sc. Degree in
Catering Science & Hospitality Management
Service Quality ChallengesService Quality Challenges
Defining quality for services is more difficult
than for products because of the intangible,variable nature of service characteristics
Unlike product quality, consumers frequentlylack the necessary information to evaluateservice quality.
http://images.google.co.in/imgres?imgurl=http://www.ps21.gov.sg/Challenge/2007_07/images/award_winners.jpg&imgrefurl=http://www.ps21.gov.sg/Challenge/2007_07/coverstory.html&h=448&w=400&sz=25&hl=en&start=4&usg=__gqP4sRyKi4jmpaVQ2pQvbAabVxY=&tbnid=1D00DtxhqrKX4M:&tbnh=127&tbnw=113&prev=/images%3Fq%3Dservice%2Bquality%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.ps21.gov.sg/Challenge/2007_07/images/award_winners.jpg&imgrefurl=http://www.ps21.gov.sg/Challenge/2007_07/coverstory.html&h=448&w=400&sz=25&hl=en&start=4&usg=__gqP4sRyKi4jmpaVQ2pQvbAabVxY=&tbnid=1D00DtxhqrKX4M:&tbnh=127&tbnw=113&prev=/images%3Fq%3Dservice%2Bquality%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.ps21.gov.sg/Challenge/2007_07/images/award_winners.jpg&imgrefurl=http://www.ps21.gov.sg/Challenge/2007_07/coverstory.html&h=448&w=400&sz=25&hl=en&start=4&usg=__gqP4sRyKi4jmpaVQ2pQvbAabVxY=&tbnid=1D00DtxhqrKX4M:&tbnh=127&tbnw=113&prev=/images%3Fq%3Dservice%2Bquality%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.ps21.gov.sg/Challenge/2007_07/images/award_winners.jpg&imgrefurl=http://www.ps21.gov.sg/Challenge/2007_07/coverstory.html&h=448&w=400&sz=25&hl=en&start=4&usg=__gqP4sRyKi4jmpaVQ2pQvbAabVxY=&tbnid=1D00DtxhqrKX4M:&tbnh=127&tbnw=113&prev=/images%3Fq%3Dservice%2Bquality%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.ps21.gov.sg/Challenge/2007_07/images/award_winners.jpg&imgrefurl=http://www.ps21.gov.sg/Challenge/2007_07/coverstory.html&h=448&w=400&sz=25&hl=en&start=4&usg=__gqP4sRyKi4jmpaVQ2pQvbAabVxY=&tbnid=1D00DtxhqrKX4M:&tbnh=127&tbnw=113&prev=/images%3Fq%3Dservice%2Bquality%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.ps21.gov.sg/Challenge/2007_07/images/award_winners.jpg&imgrefurl=http://www.ps21.gov.sg/Challenge/2007_07/coverstory.html&h=448&w=400&sz=25&hl=en&start=4&usg=__gqP4sRyKi4jmpaVQ2pQvbAabVxY=&tbnid=1D00DtxhqrKX4M:&tbnh=127&tbnw=113&prev=/images%3Fq%3Dservice%2Bquality%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.ps21.gov.sg/Challenge/2007_07/images/award_winners.jpg&imgrefurl=http://www.ps21.gov.sg/Challenge/2007_07/coverstory.html&h=448&w=400&sz=25&hl=en&start=4&usg=__gqP4sRyKi4jmpaVQ2pQvbAabVxY=&tbnid=1D00DtxhqrKX4M:&tbnh=127&tbnw=113&prev=/images%3Fq%3Dservice%2Bquality%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.ps21.gov.sg/Challenge/2007_07/images/award_winners.jpg&imgrefurl=http://www.ps21.gov.sg/Challenge/2007_07/coverstory.html&h=448&w=400&sz=25&hl=en&start=4&usg=__gqP4sRyKi4jmpaVQ2pQvbAabVxY=&tbnid=1D00DtxhqrKX4M:&tbnh=127&tbnw=113&prev=/images%3Fq%3Dservice%2Bquality%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.ps21.gov.sg/Challenge/2007_07/images/award_winners.jpg&imgrefurl=http://www.ps21.gov.sg/Challenge/2007_07/coverstory.html&h=448&w=400&sz=25&hl=en&start=4&usg=__gqP4sRyKi4jmpaVQ2pQvbAabVxY=&tbnid=1D00DtxhqrKX4M:&tbnh=127&tbnw=113&prev=/images%3Fq%3Dservice%2Bquality%26gbv%3D2%26hl%3Den8/6/2019 1. Intro to Concept of Service Mktg
19/20
As a Technical Collaborator offor B. Sc. Degree in
Catering Science & Hospitality Management
Types of marketing in service industryTypes of marketing in service industry
Company
CustomersEmployees
Internal
Marketing
External
Marketing
Interactive
marketing
8/6/2019 1. Intro to Concept of Service Mktg
20/20
As a Technical Collaborator offor B. Sc. Degree in
Catering Science & Hospitality Management
RecapRecap
Now ! you are able to:
Understand the meaning of market and itsimportance
Know the role of marketing in hospitality industry
List the strength of hospitality industry andexpectation of guest
Explain the different vocabulary of marketing