Marketing In Hospitality : Report

Marketing In
Hospitality

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK A...........................................................................................................................................1
1.1 Concept of marketing in context of service industry........................................................1
1.2 Impact of marketing environment on Hotel industry.......................................................2
1.3 Relevance of consumer markets in hotel industry............................................................3
1.4 Rationale for developing different marketing segments..................................................3
2.2 The significance of components of the marketing mix to the industry............................4
4.3 Pricing Policy and strategies in context of hotel industry................................................5
4.4 The implementation of marketing Plan for appropriate service.......................................5
TASK B...........................................................................................................................................6
3.1 Measuring the Role of promotional mix .........................................................................6
3.2 Plan an advertising campaign for service industry..........................................................7
3.3 The role of sales promotion and public relations in promotional efforts.........................7
4.3 Analysing the suitability of different media for marketing services................................8
TASK C...........................................................................................................................................8
4.1 The relevance of marketing research to service industry.................................................8
4.2 Marketing research for particular service.........................................................................9
CONCLUSION................................................................................................................................9
REFERENCE'S..............................................................................................................................10

INTRODUCTION
Marketing refers to the process of introducing company product into the market.
Marketing in hospital industry refers to the technique that is used by service industry in order to
promote their products and services. Developing a significant and effective brand can be a path
for achieving success by hospitality industry. It is essential for service sector industry to develop
such brand that could be align with marketing strategy in order to attract more consumers. Uses
the marketing technique in order to promote their goods and services. Hospitality marketing is
defined as marketing efforts directed towards increase of revenue in the hospitality industry.
Marketing in hospitality industry seeks the way segments of hospitality sector such as
restaurants, hotels etc. Hospitality marketing takes a look at how segments of the hospitality
industry, such as hotels, restaurants, resorts and amusement parks, utilize marketing techniques
to promote their products or services. The study of hospitality marketing is essential as it helps
individual in developing understanding about the core concept. It also allow person to adopt
effective methods in order to promote services in effective manner.
The aim of the study is to develop understanding about the concept of marketing in
context of service sector. It intends to analyser the way hospitality marketing unit can
strategically organise plan in order to get effective results in the future.
TASK A
1.1 Concept of marketing in context of service industry
Marketing is refers to as the management procedure which identifies, anticipates and
supplies consumer requirement efficiently as well as Profitably. It can also be defined as the
procedure that includes planning and executing the conceptions, promotion, pricing and
distribution of ideas, products as well as services in order to exchange and satisfy individual or
business objectives. The basic concept of marketing include human needs, wants and demands.
Human needs can be defined as state of deprivation. It considered that marketing people do not
have contribution in creating needs, demands are the primary part of human life. This Concept
believes that needs are shaped by individual personality. Cultural and social factors have great
influence on person needs and demands. The service sector industry is the one of the oldest and
most successful industry in UK. Service is the branch of marketing. The service marketing is
considered as a device change in a way services has been defined. The unique characteristics is
required to be posses by marketing strategy of service sector as compared to marketing features

of other industries. Marketing of services include various difficult process. Service marketing
refers to the promotion of both business to consumer and business to business services.
Expanded marketing mix is tool is often used by marketer for promoting services that are being
offered by hotel industries. Marketing mix includes seven P's these are product, price, place,
promotion, people, process and physical evidence (Bahadir, Bharadwaj & Srivastava, 2015
Kotler identifies marketing as social and managerial process by which individuals and
groups obtain what they need and what they want through creating and exchanging products and
value with others. As hospitality industry is mostly made up of tourism and other experiential
services, a consistent brand identity is also very important. Marketers want to ensure that brand
recognition exists so that customers will use their services again and again. Repeat customers
bring in a sizeable portion of revenue, so marketing strategy must be split between maintaining
relationships with past customers while seeking out new ones. Marketing is a concept which
states that the organisation should analyse the requirement of their customers and then make
decision to satisfy their demand. There are various concepts in marketing these are:
Product concept- According to this approach, the consumer prefer to buy good quality products
and they get attracted towards innovative items. So the cited venture is required to facilitate
innovation and focus on developing product. As this activity will help firm in attracting more
number of customer and increasing sale.
Selling concept-According to this approach, the consumer get much influenced by advertisement
and selling concept of business entity. Effective marketing strategy has been adopted by cited
organisation in order to encourage people to buy their products.
Marketing concept-this approach is based on pull strategy and emphasizes on consumer needs as
well as demands. According to this though the purpose of marketing is to fulfil customer desire
and help organisation in enhancing brand image.
Social marketing concept-This ideas or strategy assist business entity in developing as well as
maintaining healthy relationship with its clients. This provided customer an ease to asses the
information about the various or new product or services offered by business entity.
The two different approaches argue on service marketing. The contemporary study of
service marketing states that limit between goods and services that has prevailed throughout 20th
century was unreal and has accepted that service can be promoted. On the other hand S-d logic
framework states that marketers have understanding about value -creation and they are changing