1. Unit 1, Lesson 1 What Is Marketing?
AOHT Hospitality Marketing
Unit 1, Lesson 1 What Is Marketing?
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2. Marketing encompasses a range of activities
Marketing is the wide range of activities involved in identifying and meeting the needs of your customers, and attracting new customers, to get sales and profit in return.
What activities did you learn about in Principles of Hospitality and Tourism that fit this description?

3. The Four Ps are one way to think about marketing
Advertising and public relations are part of promotion.
Marketing
Product
Pricing
Promotion
Place
Advertising
Public
Relations

4. The 4 P’s of Marketing (Marketing Mix)
1. PRODUCT:
Defines the features of a product that meet the needs of the consumer.
The purpose, style, and quality of the product are among the product’s features that are importance to marketing.

5. 2. PRICE
Many decisions need to be made regarding a product’s cost, including its wholesale, retail, and discount prices.
Many factors go into determining a product’s cost as well including supply, demand, trends, popularity, geographic area, cost of living, etc.

6. 3. PLACE
Includes where a consumer can buy a product, how it’s placed relative to other products, and how the product gets to the places where it’s sold.
Also known as “distribution” and involves all the logistical aspects of transportation from the manufacturer all the way to the ultimate consumer.

7. 4. PROMOTION
Promotion includes informing, persuading, and reminding people about it’s products.
It’s purpose is also to create a favorable impression of the product so that they are more likely to buy it.
Includes all forms of advertising, PR, personal selling, and sales promotion (unique) Known as the Advertising Mix.

8. Today, many marketers add three more Ps
Why do you think modern-day marketing needs Seven Ps instead of the original Four Ps?

9. Should there be 7 P’s of Marketing?
5. PEOPLE:
All the people involved in selling; as well as customers
6. PROCESS:
Delivering high-quality customer service and products results in high degrees of customer satisfaction.
7. PHYSICAL ATTRIBUTES:
Include qualities and features of something
What a customer will experience if he/she buys your service
What it looks/feels/smells like, etc.

10. Marketing should be part of developing a new product
Without marketing, a potential customer will never find out about your product or, worse yet, your product might wind up to be something nobody wants to buy.
Why do you think it’s important to think about marketing when you first invent a product? How can you learn from a customer’s mistakes and complaints?

11. Advertising is any paid-for mass communication activity
This billboard is an example of advertising.
What are the advantages of using this sign to advertise a sale?

12. Purpose of Advertising
To persuade the consumer into taking action (buy)
Ex. You see an ad for a running shoe; then go online to buy using a discount code
Uses a wide variety of forms/methods
Ex. Newspapers, TV, magazines, banner and pop up ads on line, flyers, billboards, radio, sides of bus, magnets on cars, ETC.
Reach a wide audience
Must use effective target marketing to reach the INTENDED audience
Online/Social Media Marketing
Mobile ads, pay-per-click, text messenging, FB ads, cookies let advertising see consumers shopping habits

13. Public relations is the creation of good publicity in the media
“Mayor Cuts Ribbon at New Hotel”
“Local Restaurant Owner Speaks at Luncheon on Women in Business”
“Winning Baseball Team Sponsored by Travel Agency”
All of these headlines are examples of public relations.
How do you think these stories might help their businesses?

14. PUBLIC RELATIONS
All PR is not “free”…many efforts are put into “creating worthy stories” and campaigns.
Not all publicity is “Good.” Can be difficult to manage especially with all of the social media influence.
Purpose is to get the name out in a positive way; creates concept of “goodwill” in eyes of consumer
Can manage a crisis (fire at a hotel) A PR rep can work with the mass media to insure that correct information is sent to the public

15. Strategy lies behind successful marketing
Why would creating a strategy be important in marketing a product?

16. Strategy= planned approach to meet marketing goals. BIG PICTURE
THE BIG PICTURE IS:
Knowing WHAT the product is
Knowing WHO you want the customer to be
HOW MUCH of the product you want to sell in a period of time
WHAT price you want to charge
HOW the product will look, taste, etc.

17. The strategy includes a plan to meet marketing goals

18. Your marketing philosophy guides your plan

19. Here’s an example of a marketing philosophy in action
Brittany’s aunt and uncle run a bed and breakfast. Their most popular package is a Romantic Weekend Getaway, but
they feel as if it could be a bigger moneymaker for their business.
If their business follows a product-based philosophy, what do you think they will do to make the package more successful?
What if they follow a sales-based philosophy?
What if they follow a market-based philosophy?

20. Hospitality marketing has its own unique set of challenges and opportunities
Marketing a new hotel is very different from marketing a new toy, car, shampoo, or housing development, but they all require a marketing philosophy and a strategy based on product, price, promotion, place.
How might marketing for hospitality and tourism might be different from marketing other kinds of products?