Marketing for Hospitality and Tourism

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Chapter 1 Introduction Marketing for Hospitality and Tourism ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Hospitality and Tourism, 4th edition Kotler, Bowen, and Makens “Marketing is so basic that it cannot be considered a separate function. It is the whole of business seen from the point of view of its final result, that is, from the customers point of view…Business success is not determined by the producer, but by the customer.” -Peter Drucker ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens Course Overview 1. 2. 3. 4. Understand the…show more content…
Upper Saddle River, NJ 07458 Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens Product • A product is anything that can be offered to satisfy a need or a want • What are some travel and tourism “products” that you can list? ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler, Bowen, and Makens Value, Satisfaction, and Quality • Customer value is the difference between the customer benefits from owning and/or using a product and the costs of obtaining the product • Customer satisfaction is perceived value delivered relative to a buyer’s expectations • Quality is the totality of features and characteristics of a product or service that bear on its ability to satisfy customer needs ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Hospitality and Tourism, 4thTourism, 4th edition Marketing for Hospitality and edition Kotler, Bowen, and Makens Kotler,
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