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Marketing

What is Marketing?

Segmentation and Marketing

Marketing Services

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What is Marketing

Human activity directed towardssatisfying needs and wants throughexchange processes

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What is Marketing

Marketing, like many other termsassociated with recreation and leisure,is not easily defined

Ideas about marketing have changedover time

One might simply define marketing as

anything that facilitates exchange

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What is Marketing

Please note that marketing and sellingare notthe same thing!

Marketing is often given negativeassociation based on its confusion withselling

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Identifying A Market

Markets are identified in numerousways:

Looking at existing products

Listening to consumer

complaints/suggestions

Demographic trends

Direct consumer solicitation

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Market Segmentation

Once a market is identified, the marketis then divided into segments

This division leads to an identificationof subgroups of the larger market asbeing made up of clusters of peoplewith like qualities

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Target Marketing

Once segments are identified and labeled,

products can be marketed at a particular

segment. This is called target marketing.

Target marketing is more effecting thangeneral blanket marketing in that there is an

indication that your market is clearly

interested in your product.

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Target Marketing

For many scholars, target marketing is the

only true marketing based on its pre-

identification of a select market

Often blanket marketing may be used inadvance to help identify a particular market

segment (consumer response, surveys, etc

may be used)

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Positioning

The combination between theselected target market and theappropriate market mix (see 4Ps)

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Marketing Services

As discussed before, resorts oftenmarket services or experiences, ratherthan goods products

Because of their intangible quality,service products and experientialproducts may require special

marketing techniques

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4Ps of Marketing

Product

Price

Place Promotion

(Oddly enough, the customer is not

part of the traditional 4Ps of marketing)

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3 Additional Ps

Physical Evidence

Process (and Procedure)

People

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Physical Evidence

There are always tangible aspects ofthe service product:

Appearance and condition of facilities

Hotel rooms

Restaurants

The kind of car your lawyer drives???

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Physical Evidence

Service products may be difficult to

appreciate at a later date (unlike goods

products)

Service providers often supply tangiblereminders of the service

T-shirts

Post cards

Bath robes

Other souvenirs

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Process and Procedure

Processes often affect the nature of a

service product more than a goods product

The more restrictive the process, the more

likely the customer will be unsatisfied Penalties for late bookings

Restaurant dress codes

Rules of conduct

Hours of use

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People

In the purchase of goods products, theattitude or appearance of thepersonnel manufacturing the product

is of little interest and most likely notapparent (except when Nike or someother company is accused of sweat

shopping)

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People

Other customers purchasing the samegood are encountered only during thepurchase process itself (unlike a

service productsay a themeparkwhere other customers areencountered continually and maygreatly affect the environment and

ultimately the satisfaction levels of thatproduct)

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People

The consumers own temperament orrecent experiences are much less likelyto affect the performance of a goods

product

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Key Terms

Satisfaction

Quality

Value

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Market Segmentation Magic

Wal-Mart

Disney Cruise Lines

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Wal-Mart

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Brand Distinction

Hotels use brands to attract differentaudiences

Brands may be created within onehotel chain, or a chain may buyanother chain, which gives themadditional brands

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Brand Distinction

Until the 1980s, it was often thoughtthat one brand name with many levelswas the best policy

It was felt that this might confusecustomers

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Brand Distinction

During the late 1980s and definitely inthe 1990s, creating new brandsbecome the trend

Corporate take-over was also a bigtrend of the 1990s

Each audience could then clearly

identify with a certain brand andavoid confusion

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Purina Method

Own the competition

Create as many possible variations onyour product as possible to appeal to

as many different market segments aspossible

You may even create directly

competing brands that target thesame market segment

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Pampers/Luvs

Both companies are owned by Proctor and

Gamble

To increase their shelf space, Proctor and

Gamble invented Luvs Appealed to slightly different market segment

Allowed for Proctor and Gamble to dominatethe shelf space (if you want Pampers, you have

to carry Luvs too) Coke does the same thing

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Hotels on the Highway

Marriott

Grouping different brands toattract new conventionmarkets

Fills up zoned shelf space athighway exits

http://www.marriott.com/default.asp?WT_Ref=mi_header

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Disney/Las Vegas

Own several resort properties with different

themes to appeal to different markets

Own several theme parks to beat out

competition Movie studios create battles between their

top films, which gives them more headline

space in the press

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Hyatt Regency

Hyatt Regency and

Hyatt

Hyatt

Hyatt Regency,Grand Hyatt and

Park Hyatt

Hyatt sold off lessglamorous hotels

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Hyatt Regency, Atlanta(The first atrium hotel)

H

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Hyatt Regency, SanFrancisco

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Hyatt Object

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Hyatt Regency, Dallas

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Hyatt Regency, Kansas City(Largest structure disaster in terms of human life)

l

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Marriott Marquis, Atlanta(Looks more like a Hyatt Kind of like Coke trying to taste like

Pepsi)

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Marriott Marquis, Atlanta

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Marriott

Marriott Hotels and Resorts

Marriott Executive Apartments

Marriott International

Ritz-Carlton

Marriott Vacation Club International

Renaissance Hotels and Resorts

Residence Inn

Courtyard

Town Place Suites

Spring Hill Suites

Fairfield Inn

http://www.marriott.com/default.asp?WT_Ref=mi_header

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Starwood

Westin

W Hotels

Sheraton Four Points

St Regis

Luxury Connection

http://www.starwood.com/luxury/index.htmlhttp://www.starwood.com/stregis/index.htmlhttp://www.starwood.com/whotels/index.htmlhttp://www.starwood.com/sheraton/index.htmlhttp://www.starwood.com/westin/index.htmlhttp://www.starwood.com/fourpoints/index.html

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Hilton

Hilton

Doubletree

Embassy Suites

Conrad Hotels

Hampton Inn

Hilton Grand Vacation Club

Hampton Inn and Suites

Hilton Garden Inn

Homewood Suites

I t C ti t l H t l

http://www.hilton.com/en/hi/index.jhtml

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InterContinental HotelsGroup

InterContinental Hotels and Resorts

Crowne Plaza Hotels and Resorts

Holiday Inn Hotels and Resorts Holiday Inn Express

Holiday Inn Select

Holiday Inn Garden Court

Staybridge Suites

C d t

http://www.ichotelsgroup.com/h/d/6c/1/en/homehttp://www.ichotelsgroup.com/h/d/6c/1/en/home

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Cendant(Worlds Largest)

Ramada Inn (although Ramada

International is owned by Marriott)

Super 8 Motels

Howard Johnsons Days Inn

Travel Lodge

AmeriHost Inn Knights Inn

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Choice

Quality Inn

Comfort Inn

Roadway Inn Comfort Suites

Sleep Inn

Clarion

Econo Lodge

I t C ti t l H t l

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InterContinental HotelsGroup

InterContinental Hotels and Resorts

Crowne Plaza Hotels and Resorts

Holiday Inn Hotels and Resorts

Holiday Inn Express

Holiday Inn Select

Holiday Inn Garden Court

Staybridge Suites

http://www.ichotelsgroup.com/h/d/6c/1/en/homehttp://www.ichotelsgroup.com/h/d/6c/1/en/home

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Articles/Websites John Portman (Architect of the Hyatt Regency, Atlanta; Hyatt Regency, San

Francisco and Marriott Marquis, Atlanta)http://mywebpages.comcast.net/rlinger/Georgia/portman.html

Hyatt Regency, Kansas City Tragedyhttp://www.glendale-h.schools.nsw.edu.au/faculty_pages/ind_arts_web/bridgeweb/Hyatt_page.htm

Top 50 Hotel Companieshttp://www.ahla.com/products_info_center_top50.asp

Hyatt Regency, Atlantahttp://mywebpages.comcast.net/rlinger/Georgia/Atlanta/Downtown/hyatt.html

Marriott Marquis, Atlantahttp://www.bluffton.edu/~sullivanm/atlanta/portmanmarriott/marriott.html

http://mywebpages.comcast.net/rlinger/Georgia/portman.htmlhttp://www.glendale-h.schools.nsw.edu.au/faculty_pages/ind_arts_web/bridgeweb/Hyatt_page.htmhttp://www.glendale-h.schools.nsw.edu.au/faculty_pages/ind_arts_web/bridgeweb/Hyatt_page.htmhttp://www.ahla.com/products_info_center_top50.asphttp://mywebpages.comcast.net/rlinger/Georgia/Atlanta/Downtown/hyatt.htmlhttp://www.bluffton.edu/~sullivanm/atlanta/portmanmarriott/marriott.htmlhttp://www.bluffton.edu/~sullivanm/atlanta/portmanmarriott/marriott.htmlhttp://mywebpages.comcast.net/rlinger/Georgia/Atlanta/Downtown/hyatt.htmlhttp://www.ahla.com/products_info_center_top50.asphttp://www.glendale-h.schools.nsw.edu.au/faculty_pages/ind_arts_web/bridgeweb/Hyatt_page.htmhttp://www.glendale-h.schools.nsw.edu.au/faculty_pages/ind_arts_web/bridgeweb/Hyatt_page.htmhttp://www.glendale-h.schools.nsw.edu.au/faculty_pages/ind_arts_web/bridgeweb/Hyatt_page.htmhttp://mywebpages.comcast.net/rlinger/Georgia/portman.html

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Articles/Websites List of hotel chains and brands

http://www.hospitalitynet.org/web/Hotel_Chains_&_Brands/page21.html

Building brand equityhttp://www.hospitalitynet.org/news/4010351.search?query=%22old+logo%22+hyatt

Rebranding begins at the tophttp://www.hotelsmag.com/0302/0302update.html

Starwood Hotelshttp://www.starwood.com/

http://www.hospitalitynet.org/web/Hotel_Chains_&_Brands/page21.htmlhttp://www.hospitalitynet.org/news/4010351.search?query=%22old+logo%22+hyatthttp://www.hotelsmag.com/0302/0302update.htmlhttp://www.starwood.com/http://www.starwood.com/http://www.hotelsmag.com/0302/0302update.htmlhttp://www.hospitalitynet.org/news/4010351.search?query=%22old+logo%22+hyatthttp://www.hospitalitynet.org/web/Hotel_Chains_&_Brands/page21.html