文档介绍：Marketing for Hospitality and Tourism
景璐
旅游管理0901
2009111394
Introduce
Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.
important factors: Needs , Wants , Demands ,Products ,
Customer Value , Customer Satisfaction ,Quality ,
Exchange , transactions and relationships ,
Marketing Management ,
and Marketing Management Philosophies
Marketing Management Philosophies
Manufacturing Concept
Product Concept
Selling Concept
Marketing Concept
Societal Marketing Concept
Manufacturing Concept (production concept)
One of the oldest philosophies guiding sellers. The manufacturing concept holds that consumers will favor products that are available and highly affordable, and therefore management should focus on production and distribution efficiency.
Product Concept
Like the manufacturing concept , has an inward focus. The product concept holds that consumers prefer existing products and product forms, and the job of management is to develop good versions of these products.
Selling Concept
The selling concept holds that consumers will not buy enough of anization’s products unless anization undertakes a lager selling and promotion effort.
Marketing Concept
The marketing concept is a more recent business philosophy and one that is being rapidly adopted in the hospitality industry.
Societal Marketing Concept
The Societal Marketing Concept is the newest marketing concept . The societal marketing concept holds that anization should determine the needs ,wants, and interests of target markets and deliver the desired satisfactions more effectively and efficiently petitors in a way that maintains or improves the consumer’s and society’s wellbeing.
Example: Hilton hotel
Introduction
Hilton Hotels Corporation, together with its subsidiaries, engages in the ownership, management, and development of hotels, resorts, and timeshare properties, as well