1. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Chapter Eleven Marketing Intelligence and Research

2. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Designing the Marketing Information System  Define the firm’s goals and outline the information that will be needed to make decisions to attain those goals.

3. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Designing the Marketing Information System (cont.)  Seven-step program: –Assign to an individual or create a steering committee –Document the business goals and plans –Define the business goals and plans –Analyze the information to make success happen –Define the system that will provide the information –Install the effective and efficient information system –Monitor the system and update as needed

4. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition

5. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Collecting External Information and Public Domain Research  External –Distribution channels –Competitors –Customers –Suppliers –Government agencies and trade associations –Secondary research

6. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition

7. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Gathering Internal Information  Track customers’ personal information  Store comprehensive customer data  Verify and store in database  Divide customers into market segments  Ensure information accuracy –Designated Market Areas (DMA)  Reveal trends

8. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Designated Market Area (DMA) % All Registrants % Group Registrants % Individual Registrants New York19%11%8% Boston16%10%6% Philadelphia12%3%9% Chicago10%7%3% Detroit9%7%2% All Others34%14%20% Total100%52%48% Mix of Business by DMA

9. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition

10. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition How Marketing Intelligence Can Be Used  The assessment of area-wide demand –Quantify total demand by type and source –Calculate the property’s share of total demand –Identify potential changes in demand generators

11. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition How Marketing Intelligence Can Be Used (cont.)  Identify and quantify the property’s most marketable features  Use checklists to create a “property profile”  Identify competitors and inventory strengths and weaknesses for the same attributes  Apply the same checklist to competitors

12. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition How Marketing Intelligence Can Be Used (cont.)  Environmental scanning –Conducted over multiple points in time –Can detect shifts in:  Consumer preference  Behavior –Published by trade organizations and private sector firms

13. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Customer Research  Formal marketing research –Objective and empirical collection of information about customers –Not secondary or ad hoc  Proprietary research –Conducted on behalf of an organization for its use

14. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition

15. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Customer Research (cont.)  Qualitative research –Exploratory in nature –Rich data on attitudes and behavior –Small sample size –Focus group –Personal interview

16. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Customer Research (cont.)  Quantitative research –Descriptive quantitative research  How many?  How often?  Likes/dislikes  Demography –Inferential quantitative research  Generalize to a larger population  Allows for multivariate analysis

17. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition Reliability and Validity  Reliability –“Consistency of measurement over different points in time” –Data that is reliable is not always valid  Validity –“Whether or not the data represent true and accurate measures of the variables under study” –Data that is valid is always reliable

18. © 2007 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism, 4 th edition