Essay About Corporate Strategic Planning And Corporate Account

Marketing for Hospitality & Tourism
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Marketing for Hospitality & Tourism
SUBJECT SYLLABUS
Marketing for Hospitality & Tourism
The Institute of Commercial Management
tel: +44 (0) 1202 490555 – fax: +44 (0) 1202 490666 – email: [email protected] – web: www.icm.ac.ukMarketing for Hospitality & Tourism
Introduction: Marketing for Hospitality & Tourism
Customer Orientation
What is Hospitality & Tourism Marketing?
Marketing in the Hospitality Industry
Undesirable Customers
Marketing Management
Marketing Management Philosophies
Marketings Future
The Internet Changes How We Market Hospitality Products
Great Leaders
Service Characteristics of Hospitality & Tourism Marketing
The Service Culture
Characteristics of Service Marketing
Management Strategies for Service Businesses
Ritz-Carlton: Taking Care of Those Who Take Care of Customers
Overview of Service Characteristics: The Servuction Model
The Role of Marketing in Strategic Planning
o Nature of High-performance Businesses
Corporate Strategic Planning
A Strategic Look at Starbucks Coffee
Business Strategy Planning
Unique Challenges of the Hotel Industry
The Marketing Environment
The Companys Micro-environment
The Companys Macro-environment
Managing in Uncertain Times
Popcorns Cultural Trends
Linked Environmental Factors
Responding to the Marketing Environment
Marketing Information Systems & Marketing Research
The Marketing Information System
A “Questionable” Questionnaire
Research Problem Areas
The Internet: A Great Source of Marketing Information
Marketing Research in Small Business
Marketing Research in Smaller Organizations
Consumer Markets & Consumer Buying Behaviour
A Model of Consumer Behaviour
Personal Characteristics Affecting Consumer Behaviour
Senior Consumers
The San Diego Padres Baseball Club
The Buyer Decision Process
Unique Aspects of Hospitality & Travel Consumers Marketing for Hospitality & Tourism
Organizational Behaviour of Group Market
The Organizational Buying Process
Participants in the Organizational Buying Process
Major Influences on Organizational Buyers
Organizational Buying Decisions
Group Business Markets
Dealing with Meeting Planners
The Corporate Account & Corporate Travel Manager
Market Segmentation, Targeting, and Positioning
Markets
Market Segmentation
Jollibee: A Regional Fast Food Chain
Targeting Families by Targeting Kids
Market Targeting
“Elite-Napping” the Business Traveller
Market Positioning
Airline Positioning: Southwest Airlines
Designing & Managing Products
What is a Product?
Product Levels
Augmented Product
Brand Decisions
New Product Development
The National Food Laboratory Helps Restaurants Develop New Products & Improve Existing Products
Restaurants & Hotels Develop New Product Ideas
Product Development Through Acquisition
Product Life-cycle Strategies
Internal Marketing
Internal Marketing
When Employee Communications go Against Customer Expectations
The Internal Marketing Process
Nonroutine Transactions
Building Customer Loyalty Through Quality
Defining Customer Value & Satisfaction
Tracking Customer Satisfaction
Relationship Marketing
Retaining Customers
The Link Between Marketing & Quality
What is Quality?
Benefits of Service Quality
Developing a Service Quality Program
The Five-gap Model of Service Quality
Forecasting Market Demand Marketing for Hospitality & Tourism