Table of Contents

Preface IX


Acknowledgments XV


PART ONE INTRODUCTION TO HOSPITALITY MARKETING 01


Chapter 1 The Functions of Marketing 03


Introduction to Marketing 08


The Marketing Mix 16


The Marketing Environment 20


The Marketing Management Cycle 28


Marketing within the Organization 31


Case Study: Location, Location, Location? 38


Chapter 2 Introduction to Hospitality Services Marketing 41


Introduction to Services Marketing 45


Service Quality 54


Customer Satisfaction 62


Service Trends Affecting the Hospitality and Tourism Industry 70


Case Study: Service Quality at the Excelsior Hotel 79


Case Study: Service Quality at Express Airlines 81


PART TWO UNDERSTANDING AND TARGETING HOSPITALITY CONSUMERS 83


Chapter 3 Understanding the Behavior of Hospitality Consumers 85


Introduction to Hospitality Consumer Behavior 89


Factors that Influence Consumer Behavior 91


Consumer Decision-Making Model 102


Consumer Problem-Solving Processes 107


Consumer Problem-Solving Techniques 111


Organizational Buyer Behavior 113


Case Study: Tempura Garden 120


Chapter 4 Market Segmentation and Positioning 123


Introduction to Market Segmentation 127


Segmentation Variables 130


Market Segmentation Decisions 140


Market Segmentation Strategies 143


Positioning the Product–Service Mix 146


Case Study: Segmenting and Positioning in the Cruise Industry 157


PART THREE MARKETING PLANNING AND INFORMATION 159


Chapter 5 Developing a Marketing Plan 161


Introduction 165


The Marketing Planning Process 170


Sales Forecasting 189


Case Study: Planning at the Westwind Resort 199


Chapter 6 Information Systems for Marketing Decisions 203


Introduction 208


Sources of Marketing Information 214


The Marketing Research Process 224


Ethical Issues in Marketing Research 237


Case Study: Bel Air Motel 242


Appendix: Data Collection and Sampling 244


PART FOUR PRODUCT–SERVICE MIX AND DISTRIBUTION STRATEGIES 249


Chapter 7 Developing New Products and Services 251


Introduction 255


Planning for New Products 258


Organizing for New Product Planning 262


New Product Development Process 263


Identifying Products and Services 268


Case Study: Product Development Dilemma at Rocco’s 275


Case Study: Ben’s Internship Interview 277


Chapter 8 Managing Products and Services 279


Introduction 283


Product Life Cycle 284


Applying the Product Life Cycle 288


Other Product Concepts 294


Managing in the Service Environment 303


Case Study: Starbucks Coffee 312


Chapter 9 Marketing Channels 315


Introduction 318


Channel Strategy 318


Franchising 333


Case Study: The Wing Shack 340


Chapter 10 Electronic Commerce 343


Introduction 347


Management Issues Related to Electronic Commerce 357


Electronic Marketing Strategies and Tactics 367


Case Study: Electronic Commerce Strategy at Malone Golf Club 379


Digital Case Study: Priceline.com 379


Digital Case Study: Orbitz 379


PART FIVE PROMOTIONS STRATEGY 381


Chapter 11 Promotion and Advertising 383


Introduction 387


Managing the Promotional Mix 390


Advertising Management 400


Planning and Evaluating Advertising Campaigns 407


Effects of Advertising 418


Case Study: The Glen Pub 427


Case Study: Mr. C’s Sandwich Shoppes 429


Chapter 12 Advertising and Media Planning 431


Introduction 435


Print Media 441


Broadcast Media 447


Direct Mail 455


Support Media 459


Case Study: Advertising Decisions for the Alexandria Inn 468


Chapter 13 Sales Promotions, Merchandising, and Public Relations 471


Introduction 475


Sales Promotions 475


Merchandising 486


Public Relations 492


Case Study: Princess Suites 502


Chapter 14 Personal Selling 505


Introduction 509


Selling to Group Markets 513


The Personal Selling Process 526


Personal Selling Tools 536


Ethical Issues in Personal Selling 540


Case Study: Atlantis Resort 546


PART SIX PRICING STRATEGY AND DESTINATION MARKETING 547


Chapter 15 Pricing Strategy 549


Introduction 553


Factors that Affect Pricing Decisions 553


Broad Pricing Strategies 560


Pricing Techniques and Procedures 563


Segmented Pricing 569


Revenue Management 573


Pricing Law and Ethics 579


Case Study: The Pasta Shack 589


Chapter 16 Destination Marketing 591


Introduction 594


Destination Product Development 597


Destination Marketing Communications 605


Destination Research 607


Case Study: Paradise Valley CVB 617


Glossary 620


Index 649

About the Author

Robert D. Reid is Dean and Professor of the College of Business at James Madison University, Harrisonburg, Virginia. David C. Bojanic is the Anheuser-Busch Foundation Professor of Tourism at the University of Texas at San Antonio, Texas.