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Essay / Research Paper Abstract
This 5-page paper focuses on the need for marketing in the hospitality industry. The paper discusses marketing beyond the idea of promotion or clever gimmicks, moving on to the idea of actually finding what the customer wants and fufilling those needs. Bibliography lists 2 sources.
Page Count:
5 pages (~225 words per page)
File: D0_MTmarhos.rtf
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Unformatted sample text from the term paper:
marketing decisions, the manager looks at these from the viewpoint of the customer. These decisions will thus be driven by what the customers needs and wants."
While the idea of identifying the customers needs and wants, then finding the product, pricing, promotion and placement/distribution of satisfying those wants is what marketing is
all about, this is especially true in the hospitality/hotel industry. Its interesting to note that when it comes to marketing, many hoteliers
like to think of "gimmicks" to attract the consumer. (Anonymous, 2003). One article in Lodging Hospitality talks about everything from using e-mail to putting on more salespeople during "down times"
(Anonymous, 2003). Though even when it comes to "pure marketing," some of these hoteliers seem to have the customers in mind. With
one example, an owner/operator of a Hampton Inn brought breakfast to "an account," to thank that business for giving Hampton Inn the business (Anonymous, 2003). The hotelier also discussed taking
a meeting break to a decision-makers office (meaning, one would assume from the article, taking food down there) (Anonymous, 2003). Other marketing tools have included donating vacant rooms to charity
- another Hampton Inn, for example, upon its opening 20 years ago, gave away several hundred rooms during its first year to parents of children who were patients at St.
Judes Children Hospital (Anonymous, 2003). Free nights, discount off the regular room rate, a free meal, free drinks upon check-in, referral bonuses
. . . These are all very good "promotional" ideas for the hotel industry. But theyre not good "marketing" ideas, however. Why is this? For one thing, hospitality is less
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