1. Learning Objectives Chapter 2: Marketing Hospitality and Travel Services
Explain the meaning of services marketing.
Identify four reasons why marketing in the services industries has lagged behind marketing in other industries.
List and describe six generic differences between the marketing of services and products.
List and describe six contextual differences between the marketing of services and products.

2. Learning Objectives Chapter 2: Marketing Hospitality and Travel Services
List and explain eight specific differences affecting the marketing of hospitality/travel services.
Explain five unique approaches required in hospitality and travel marketing.
Identify three unique relationships among hospitality and travel organizations.

3. Services Marketing
A concept based on a recognition of the uniqueness of all services; it is a branch of marketing that specifically applies in the service industries.

4. Four Reasons Why Services Marketing Has Lagged Behind Other Industries
Marketing terms and principles were defined for the manufacturing industry.
Parts of industry have been highly regulated.
Industry is dominated by small businesses.
There has been an historical tendency for technical-and operations-oriented people to create and manage businesses.

5. Six Generic Differences
Intangible nature of services
Production methods
Perishability
Distribution channels
Cost determination
Relationship of services to providers

6. Six Contextual Differences
Narrow definition of marketing
Lack of appreciation of marketing skills
Different organizational structures
Lack of data on competitors performance
Impact of government regulation and deregulation
Constraints and opportunities for nonprofit organizations

7. Eight Specific Differences of Hospitality and Travel Services
Consumed within short time periods
More emotional and irrational buying appeals
Greater importance of managing evidence
Greater emphasis on stature and imagery

8. Eight Specific Differences of Hospitality and Travel Services
More variety and types of distribution channels
More dependence on complementary organizations
Copying of services easier
More emphasis on off-peak promotion

9. Five Unique Approaches Required in Hospitality and Travel Marketing
Use of more than 4 Ps
Greater significance of word-of-mouth advertising
More use of emotional appeals in promotions
Greater difficulties with new-concept testing
Increased importance of relationships with complementary organizations

10. Three Unique Relationships Among Hospitality and Travel Organizations
Suppliers, carriers, and the travel trade
The destination mix concept
Visitor and resident interaction

11. Industry Organizations
Suppliers
Carriers
Destination
Marketing
Organizations
Travel Trade

12. The Destination Mix Infrastructure Transportation Attractions and
events play the
pivotal role
Attractions
and Events
Infrastructure
Transportation
Hospitality
Facilities

13. Visitor-Resident Interaction
Residents
Visitors