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In the tourism and hospitality industry, the customer's overall journey, encompassing all products and services from initial planning to return, is best described as a chain of ______ and services.
In the tourism and hospitality industry, the customer's overall journey, encompassing all products and services from initial planning to return, is best described as a chain of ______ and services.
products
The term '______' refers to where the customer purchases services and includes selecting distribution channels and partners to make the product available.
The term '______' refers to where the customer purchases services and includes selecting distribution channels and partners to make the product available.
place
The marketing element that involves a specific combination of techniques such as advertising, personal sales, public relations, and other related activities is known as '______'.
The marketing element that involves a specific combination of techniques such as advertising, personal sales, public relations, and other related activities is known as '______'.
promotion
In addition to monetary value, '______' also includes non-monetary elements such as the time it takes to search for alternative products or services and the convenience of the location.
In addition to monetary value, '______' also includes non-monetary elements such as the time it takes to search for alternative products or services and the convenience of the location.
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Hotel services such as valet and concierge fall under which category of consideration for tourism and hospitality experiences? Guest ______.
Hotel services such as valet and concierge fall under which category of consideration for tourism and hospitality experiences? Guest ______.
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The three components of the marketing mix in the tourism and hospitality industry are Marketing, People, and ______.
The three components of the marketing mix in the tourism and hospitality industry are Marketing, People, and ______.
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While marketing campaigns are essential, they will not work on their own if the product or service offered is not of good enough ______, engaging, or innovative.
While marketing campaigns are essential, they will not work on their own if the product or service offered is not of good enough ______, engaging, or innovative.
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According to the production concept, it is presumed that consumers prefer a commodity that is ______ and easily accessible.
According to the production concept, it is presumed that consumers prefer a commodity that is ______ and easily accessible.
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Economies of scale are advantageous for businesses as increased production leads to ______ costs.
Economies of scale are advantageous for businesses as increased production leads to ______ costs.
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In achieving success, a business must maintain a focus on the ______, this is extremely important.
In achieving success, a business must maintain a focus on the ______, this is extremely important.
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The Societal Marketing Concept prioritizes fulfilling customer needs while also safeguarding the environment, natural resources, and the overall well-being of ______.
The Societal Marketing Concept prioritizes fulfilling customer needs while also safeguarding the environment, natural resources, and the overall well-being of ______.
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Unlike the Selling Concept, the Marketing Concept operates under the premise that consumers choose products that effectively meet their ______.
Unlike the Selling Concept, the Marketing Concept operates under the premise that consumers choose products that effectively meet their ______.
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The Holistic Marketing Concept views a business as an integrated entity, where all components and individuals collaborate toward a unifying ______.
The Holistic Marketing Concept views a business as an integrated entity, where all components and individuals collaborate toward a unifying ______.
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Concentrating solely on a company's product, as emphasized in the Product Concept, may result in marketing ______, where businesses fail to recognize evolving customer needs and alternative solutions.
Concentrating solely on a company's product, as emphasized in the Product Concept, may result in marketing ______, where businesses fail to recognize evolving customer needs and alternative solutions.
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While a low price can attract new customers, an excessive focus on production without regard for ______ is a pitfall.
While a low price can attract new customers, an excessive focus on production without regard for ______ is a pitfall.
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The concept of customer ______ is defined by the difference between the benefits a customer gains from a product and the costs they incur to obtain it.
The concept of customer ______ is defined by the difference between the benefits a customer gains from a product and the costs they incur to obtain it.
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The marketing process is fundamentally a ______ and managerial process through which individuals and groups satisfy their needs and wants by creating, offering, and exchanging items of worth with others.
The marketing process is fundamentally a ______ and managerial process through which individuals and groups satisfy their needs and wants by creating, offering, and exchanging items of worth with others.
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While needs are basic human requirements, ______ are the specific ways in which people choose to satisfy these needs, shaped by culture and individual personality.
While needs are basic human requirements, ______ are the specific ways in which people choose to satisfy these needs, shaped by culture and individual personality.
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Customer ______ is determined by comparing a product's perceived performance against the customer's expectations.
Customer ______ is determined by comparing a product's perceived performance against the customer's expectations.
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______ encompasses the features and characteristics of a product that determine its capability to satisfy customer needs.
______ encompasses the features and characteristics of a product that determine its capability to satisfy customer needs.
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The ________ sector of the tourism and hospitality industry consists of travel agencies, tour operators' associations, financial and banking institutions, educational institutions, and insurance companies.
The ________ sector of the tourism and hospitality industry consists of travel agencies, tour operators' associations, financial and banking institutions, educational institutions, and insurance companies.
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The ________ is the government corporation dedicated to promoting the Philippines as a meeting and convention destination.
The ________ is the government corporation dedicated to promoting the Philippines as a meeting and convention destination.
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________ are experiencing increasing demand both locally and internationally, making them a vital component of the transportation system within the tourism industry.
________ are experiencing increasing demand both locally and internationally, making them a vital component of the transportation system within the tourism industry.
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________ such as hostels, bed and breakfasts, and holiday dwellings, offer various options for tourists to stay, catering to different preferences and budgets.
________ such as hostels, bed and breakfasts, and holiday dwellings, offer various options for tourists to stay, catering to different preferences and budgets.
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Companies involved in the process, package, and distribution of fresh and prepared foods, along with alcoholic and non-alcoholic beverages, are part of the ________ sector.
Companies involved in the process, package, and distribution of fresh and prepared foods, along with alcoholic and non-alcoholic beverages, are part of the ________ sector.
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________ are classified into natural and man-made, drawing tourists to destinations and contributing to local economies.
________ are classified into natural and man-made, drawing tourists to destinations and contributing to local economies.
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Tour operators, wholesalers, travel agents, travel specialists, and web-based intermediaries are important players in the tourism industry categorized as ________.
Tour operators, wholesalers, travel agents, travel specialists, and web-based intermediaries are important players in the tourism industry categorized as ________.
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As Peter Drucker stated, marketing should not be a separate function but the whole of the business, seen from the ________ point of view.
As Peter Drucker stated, marketing should not be a separate function but the whole of the business, seen from the ________ point of view.
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A basic unit of exchange between a buyer and a seller is called a ______.
A basic unit of exchange between a buyer and a seller is called a ______.
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[Blank] focuses on building profitable relationships with a company's customers.
[Blank] focuses on building profitable relationships with a company's customers.
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The art and science of choosing target markets and building profitable relationships with them is known as ______ management.
The art and science of choosing target markets and building profitable relationships with them is known as ______ management.
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According to the ______ concept, customers will favor products that are widely available and low in cost.
According to the ______ concept, customers will favor products that are widely available and low in cost.
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The ______ concept asserts that consumers will not buy enough of an organization's products unless the organization undertakes a substantial selling and promotion effort.
The ______ concept asserts that consumers will not buy enough of an organization's products unless the organization undertakes a substantial selling and promotion effort.
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The ______ concept proposes that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions.
The ______ concept proposes that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions.
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Identifying the needs, wants, and interests of target markets and delivering satisfaction more effectively and efficiently than competitors while preserving or enhancing consumers and society’s well-being is the focus of the ______ marketing concept.
Identifying the needs, wants, and interests of target markets and delivering satisfaction more effectively and efficiently than competitors while preserving or enhancing consumers and society’s well-being is the focus of the ______ marketing concept.
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A set of actual and potential buyers who might transact with a seller defines a ______.
A set of actual and potential buyers who might transact with a seller defines a ______.
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Flashcards
3 Components of Marketing Mix
3 Components of Marketing Mix
The essential elements affecting marketing in tourism: People, Process, and Physical Evidence.
Importance of Marketing in Hospitality
Importance of Marketing in Hospitality
Critical for success in a challenging industry; enhances customer focus and experience.
People in Marketing Mix
People in Marketing Mix
Staff members who interact with guests, crucial for customer satisfaction.
Process in Marketing Mix
Process in Marketing Mix
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Production Concept
Production Concept
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Place in Marketing
Place in Marketing
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Promotion Techniques
Promotion Techniques
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Pricing Strategy
Pricing Strategy
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Marketing Intermediaries
Marketing Intermediaries
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Travel Experience
Travel Experience
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Product Concept
Product Concept
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Selling Concept
Selling Concept
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Marketing Concept
Marketing Concept
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Societal Marketing Concept
Societal Marketing Concept
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Holistic Marketing Concept
Holistic Marketing Concept
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Private and Non-profit Sector
Private and Non-profit Sector
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Marketing Process
Marketing Process
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Needs
Needs
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Public Sector in Tourism
Public Sector in Tourism
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Transportation in Tourism
Transportation in Tourism
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Wants
Wants
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Accommodations
Accommodations
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Demands
Demands
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Customer Value
Customer Value
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Food and Beverages Sector
Food and Beverages Sector
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Tourist Attractions
Tourist Attractions
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Events and Conferences
Events and Conferences
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Intermediaries in Tourism
Intermediaries in Tourism
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Exchange
Exchange
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Transaction
Transaction
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Market
Market
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Marketing Management
Marketing Management
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Study Notes
Introduction to Marketing for Hospitality and Tourism
- The fourth edition of the textbook is by Philip Kotler, John T. Bowen, and James C. Makens.
- The course overview includes understanding the hospitality and tourism marketing process, developing strategies, developing the marketing mix, and managing hospitality and tourism marketing.
Learning Outcomes
- The learning outcomes include analyzing and applying the principles of the marketing mix (product, price, place, promotion) tailored to the tourism and hospitality industry.
Tourism and Hospitality Marketing
- This is how segments of the tourism industry (transportation, hotels, restaurants, resorts, amusement parks, and other entertainment and accommodation businesses) promote their products or services.
Tourism and Hospitality Marketing Framework
- Marketing professionals will need to decide on the product's characteristics, pricing, distribution plan, and promotion of the products.
Marketing in the Tourism and Hospitality Industry
- This is the process of getting a company's products or services to consumers.
- Hospitality marketing looks at segments of the industry (hotels, motels, food services, recreation outlets, tourist destinations, performing arts, sports, museums, amusement parks, and gambling establishments).
Elements of Marketing in Tourism and Hospitality Industry
- Products refers to the services that a company wishes to sell (such as airplane flights or hotel rooms).
- The range of product and service mix offered to customers includes features and benefits (such as guest rooms, fitness centers, pools, restaurants, valet services, concierge, and housekeeping for hotels, or meals, food, host/hostesses, and waiters for restaurants).
- The marketing mix consists of the product itself, its price, the place where it is sold or distributed, and the promotion of the product to prospective customers.
- Place refers to the location where the customer buys the service, such as the location of the retail business, and the accessibility to the customer.
- Promotion is the specific combination of marketing techniques such as advertising, personal sales, public relations, and other related activities, for example, communicating the information, content of promotions, and the cost of the promotions.
Price in Tourism and Hospitality
- Price is part of a comprehensive revenue management plan.
- Price should match the product; but good marketing makes the price seem attractive.
- Factors affecting price include location, seasonality, competitor pricing, and government regulations.
Components of Marketing Mix
- People: those who interact with guests, like managers, receptionists, concierges, cleaners, spa staff, waiters, and other staff in addition to how each staff person will interact with the customers.
- Process: the procedures, mechanisms, and flow of activities that occur when a customer and a business interact.
- Physical Evidence: examples are stories, reviews, blog spots, or in-location signage and components used to document or enhance experiences.
- The hospitality industry has a high failure rate (20-30%) in the restaurant industry.
- Maintaining focus on customer is crucial for success.
- Marketing campaigns must support product and service quality.
- A focus on employee quality, training, and motivation is essential for quality of service.
Marketing Management and Philosophies
- Marketing concepts or management philosophies guide businesses' marketing efforts.
- Business use these concepts to identify and fulfill customer needs which benefits both the company and the customer.
- Concepts are driven by clear objectives (cost efficiency, quality products, and customer fulfillment).
- Production Concept
- Assumes customers prefer inexpensive and widely available products
- Focus on increased production for economies of scale and lower costs
- May attract customers, but focus is purely on production and not quality
- Product Concept
- Assumes customers favor quality, performance, and innovative products
- Focus on creating continuous product improvements
- Concentrating on the company's product may lead to myopia, or the customer's needs are missed.
- Selling Concept
- Focuses on making every possible sale, regardless of the product quality or customer need
- Companies may try to deceive customers to make them buy the product
- Marketing Concept
- Assumes consumers buy products that meet their needs
- Businesses conduct research to understand customer needs & wants and develop products to meet them, ideally better than competitors.
- Includes customer satisfaction surveys.
- Societal Marketing Concept
- Focuses on society's well-being in addition to meeting customer needs
- Considers environmental impact, natural resources, and social well-being
- Involves social services like poverty and illiteracy reduction or population control in some settings.
- Holistic Marketing Concept
- Combines all parts of a business into a single entity with a shared purpose to achieve the goal(s) of the company
- A business functions best when all parts act toward the same objectives.
Key Players in the Tourism and Hospitality Industry
- Private/non-profit sector: travel agencies, tour operators, associations, financial institutions, educational institutions, insurance companies
- Public sector: provincial tourism organizations, Tourism Promotion Boards (TPB) (government corporations devoted to promoting a location, city, country)
- Transportation: Roads, Trains, Taxis, Jeepneys, Buses, Trikes, Airlines, and Cruise ships.
- Accommodations: Hostels, Bed and Breakfasts, Tourist Residences, Holiday Dwellings, Timeshare Apartments, and Campsites
- Food and Beverages, consisting of companies that process, package, and distribute fresh and prepared foods and alcoholic and non-alcoholic beverages.
- Attractions: natural and man-made that brings tourism
- Intermediaries: tour operators, wholesalers, travel agents, Web-based intermediaries
- Tourists
Marketing is Basic and Customer-Driven
- Marketing is not a separate function but the entire business.
- Success is not determined by the producer, but by the customer.
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Description
Test your knowledge on the marketing concepts specific to the tourism and hospitality industry. This quiz covers essential terms, the marketing mix, and customer journey elements crucial for professionals in the field. Challenge yourself with questions that assess your understanding of service chains and guest considerations.
