andTourism(营销管理,菲利普·科特勒教材)

1、Chapter 2 Service Characteristics of Hospitality and Tourism Marketing “Managers do not control the quality of the product when the product is a service . . . . The quality of the service is in a precarious state it is in the hands of the service workers who produce and deliver it.-Karl Albrecht2006

2、 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensChapter ObjectivesDescribe a service cultureIdentify four service characteristics that affect the marketing of a hospitality or travel product.Explain marketing strategies

3、 that are useful in the hospitality and travel industries2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensThe Service CultureThe service culture focuses on serving and satisfying the customerEmpowers employees to sol

4、ve customer problemsMajority of many countries GDP is service based2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensCharacteristics of Service Marketing2006 Pearson Education, Inc. Marketing for Hospitality and Touri

5、sm, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensManagement Strategies for Service BusinessesService companies must increase their competitive differentiation, service quality, and productivityIncrease in competition and costsDecrease in productivity and quality2006 Pearson Educa

6、tion, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensService-Profit ChainFive Links:Healthy service profits and growthSatisfied and loyal customersGreater service valuesSatisfied and productive service employeesInternal service quality200

7、6 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensThree Types of Marketing in Service Industries2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, a

8、nd MakensInternal and Interactive MarketingInternal marketing means the service firm must effectively train and motivate customer contact employeesInteractive marketing means the perceived service quality depends heavily upon the buyer-seller interaction during the service encounter2006 Pearson Educ

9、ation, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensManaging DifferentiationSolution to price competitionDifferentiation through people, physical environment, and processesDifferentiation through branding2006 Pearson Education, Inc. Mar

10、keting for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensManaging Service QualityExceed customers service-quality expectationsExpectations based on past experiences, word-of-mouth, and service firm advertising2006 Pearson Education, Inc. Marketing for Hosp

11、itality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensCommon Virtues Regarding Service Quality“Customer obsessedHistory of top management commitment to qualityHigh service quality standards setMonitor performance closely2006 Pearson Education, Inc. Marketing for Hospi

12、tality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensTangibilizing the ProductProviding “evidence of the servicePromotional MaterialPhysical EnvironmentEmployee appearance Why is Trade Dress Protection important?2006 Pearson Education, Inc. Marketing for Hospitality a

13、nd Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensManaging the Physical SurroundingsImproperly managed physical evidence can hurt a business Surroundings should reinforce company positioning in customers mindOrganizational Image is how customers perceive your organization2

14、006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensStress Advantages of NonownershipThe customer does not have ownership of service productStress as a benefitRather than own and staff corporate lodging, negotiate a rate

15、 with a hotel and pay for only what you use2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensManaging Employees as Part of the ProductEmployees are criticalTraining and motivating employees to provide good customer se

16、rvice is internal marketingA point-of-encounter is any point at which the employee encounters the customer2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensManaging Perceived RiskAlleviate customer anxiety due to inab

17、ility to experience the product beforehandFamiliarization trips encourage clients to experience the enterprise in a low-risk situation2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensManaging Capacity and DemandDue t

18、o perishability, managers must maximize service capacity and quality during times of high and low demandCustomer complaints increase when service firms operate above 80% capacity2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen,

19、 and MakensManaging ConsistencyNo surprises!Not only should services be provided correctly, but they should be done the same way every timeBeware fluctuating demand and unintentional company policies that may affect consistency2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th e

20、ditionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensManaging the Customer Relationship CRMCombines marketing, business strategy and information technology to better understand the customersDevelop unique, lasting relationships with customers2006 Pearson Education, Inc. Marketing for Hospital

21、ity and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensService FailureProblems will inevitably occurKeep the customer informedProvide service recovery options2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler,

22、 Bowen, and MakensOverview of Service Characteristics: The Servuction Model2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensInteraction Between Customer A and Customer BContact between customers can be positive or ne

23、gativeIn some cases interaction between customers can be managedCustomers can significantly impact all around them2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensContact PersonnelContact personnel have a direct impa

24、ct on the satisfaction of customersCharacteristic of inseparability of customer and employee during service delivery system2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensThe Invisible Organizationand SystemA servic

25、e organization management must decide what they want the guest to see and what they want to keep out of the guests vision 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensBest PracticesRitz-Carlton Leadership Center

26、offers innovative ways to:Increase employee retention and loyaltyIncrease customer retention and loyaltyAchieve service excellence in your industryEffectively drive your organizations culture, philosophy, vision, and mission2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensBest PracticesWhy are these hospitality and tourism organizations service leaders?C