1. Hotel Marketing and Communication The Cornerstones

2. Copyright Copyright © Texas Education Agency, 2012. These Materials are copyrighted © and trademarked ™ as the property of the Texas Education Agency (TEA) and may not be reproduced without the express written permission of TEA, except under the following conditions: 1)Texas public school districts, charter schools, and Education Service Centers may reproduce and use copies of the Materials and Related Materials for the districts’ and schools’ educational use without obtaining permission from TEA. 2)Residents of the state of Texas may reproduce and use copies of the Materials and Related Materials for individual personal use only, without obtaining written permission of TEA. 3)Any portion reproduced must be reproduced in its entirety and remain unedited, unaltered and unchanged in any way. 4)No monetary charge can be made for the reproduced materials or any document containing them; however, a reasonable charge to cover only the cost of reproduction and distribution may be charged. Private entities or persons located in Texas that are not Texas public school districts, Texas Education Service Centers, or Texas charter schools or any entity, whether public or private, educational or non-educational, located outside the state of Texas MUST obtain written approval from TEA and will be required to enter into a license agreement that may involve the payment of a licensing fee or a royalty. For information contact: Office of Copyrights, Trademarks, License Agreements, and Royalties, Texas Education Agency, 1701 N. Congress Ave., Austin, TX 78701-1494; phone 512-463-7004; email: copyrights@tea.state.tx.us. 2 Copyright© Texas Education Agency, 2012. All rights reserved.

3. Marketing Basics  Marketing Concept –the idea that businesses must satisfy customer needs and wants in order to make a profit  Marketing –the creation, management, and selling of products Copyright© Texas Education Agency, 2012. All rights reserved. 3

4. Products Tangible, hold or touch examples: T-shirts, furniture Goods Intangible, can’t touch examples: spa, miniature golf Services Copyright© Texas Education Agency, 2012. All rights reserved. 4

5. The Marketing Mix (4 P’s of Marketing) The Marketing Mix (4 P’s of Marketing) Marketing Process Identify the customer Determine customer’s wants Make the right product… …at the right place… …at the right price Communicate to the customer Market Segmentation Target Marketing Product Management Place (Distribution) Price Management Promotion Copyright© Texas Education Agency, 2012. All rights reserved. 5

6. Market – All potential customers – share common needs and wants – have the ability and willingness to buy Marketers can conduct research to identify a target market Identifying a target market is achieved through market segmentation The strength of a marketing mix depends on two things: – How well the target market is defined – How well all marketing decisions are directed toward that target market Identifying the Customer Copyright© Texas Education Agency, 2012. All rights reserved. 6

7.  Wants are determined by segmentation and research Determine What the Customer Wants Copyright© Texas Education Agency, 2012. All rights reserved. 7

8. Product Place (Distribution) PricePromotion Marketing Mix Copyright© Texas Education Agency, 2012. All rights reserved. 8

9. Make the Right Product… Obtaining Developing Maintaining Improving Copyright© Texas Education Agency, 2012. All rights reserved. 9

10. Product Strategies Amenities Benefits Branding Features Image Packaging Services Copyright© Texas Education Agency, 2012. All rights reserved. 10

11. …at the Right Place Location, location, location! Copyright© Texas Education Agency, 2012. All rights reserved. 11

12. …at the Right Price Complex decision Non-price Revenue Management Software Strategies include: –based on demand –competitors –image Copyright© Texas Education Agency, 2012. All rights reserved. 12

13. Sales Promotion Advertising Interactive Public Relations Personal Selling Interactive -website - social media Advertising - print - broadcast Sales Promotion - coupons, rebates, discounts - frequent buyers program Public Relations - press releases/kits - media relationships Personal Selling - suggestive and group - telecommunication Communicate to the Customer Copyright© Texas Education Agency, 2012. All rights reserved. 13

14. Communication Beyond Promotion to direct communication Verbal – face-to-face – telephone Non-verbal – body language – facial expressions – writing – letters, email, text Interpreting cues Copyright© Texas Education Agency, 2012. All rights reserved.

15. The Marketing Plan Marketing goals How to achieve the goals Strategies 4 P interaction Competitor analysis Copyright© Texas Education Agency, 2012. All rights reserved. 15

16. References and Resources Images: Microsoft Office Clip Art: Used with permission from Microsoft. Textbooks: Farese, Kimbrell, Woloszyk, (2002) Marketing Essentials, Woodland Hills, California: Glencoe McGraw-Hill, Inc. Reynolds, Johnny Sue. (2010) Hospitality Services Food & Lodging. Second. Tinley Park, Illinois: The Goodheart-Willcox Company, Inc. Copyright© Texas Education Agency, 2012. All rights reserved. 16