Marketing for Hospitality and Tourism

by Kotler, Philip; Bowen, John; Makens, James C.

• ISBN13: 9780130807953
• ISBN10: 0130807958
• Edition: 2nd
• Format: Hardcover
• Copyright: 1998-07-01
• Publisher: Pearson College Div

Summary

For undergraduate/graduate-level courses in Hospitality and Tourism Marketing. Comprehensive and innovative, managerial and practical, this introduction to marketing combines the highly successful approach of Kotler's acclaimed Principles of Marketing with hospitality-specific information. Easy-to-read and user-friendly, it provides examples and applications that illustrate the major decisions hospitality marketing managers face in their efforts to balance objectives and resources against needs and opportunities in today's global marketplace. Real-world in focus, it reflects the authors' rich combination of both teaching and international consulting experience in the hospitality and travel industries.

Table of Contents

Preface	xi	(4)
About the Authors	xv
1 Introduction: Marketing for Hospitality and Tourism	1	(38)
CHAPTER OBJECTIVES	3	(1)
CUSTOMER ORIENTATION	4	(2)
WHAT IS HOSPITALITY AND TOURISM MARKETING?	6	(1)
MARKETING IN THE HOSPITALITY INDUSTRY	7	(4)
Importance of Marketing	7	(2)
Tourism Marketing	9	(2)
MARKETING HIGHLIGHT 1-1	11	(9)
Needs, Wants, and Demands	13	(1)
Products	14	(1)
Value, Satisfaction, and Quality	14	(3)
Exchange, Transactions, and Relationships	17	(3)
Markets	20	(1)
Marketing	20	(1)
MARKETING MANAGEMENT	20	(1)
MARKETING MANAGEMENT PHILOSOPHIES	21	(6)
Manufacturing Concept	21	(1)
Product Concept	22	(1)
Selling Concept	23	(1)
Marketing Concept	24	(1)
Societal Marketing Concept	25	(2)
MARKETING CHALLENGES	27	(1)
Rapid Globalization	27	(1)
The Call for More Ethics and Social Responsibility	27	(1)
MARKETING'S FUTURE	28	(1)
Chapter Review	29	(2)
Discussion Questions	31	(1)
References	31	(1)
APPENDIX 1-1: GREAT LEADERS	32	(4)
Ellsworth Statler (1863-1928)	32	(2)
Ralph Hitz (1891-1940)	34	(1)
J. Hillard Marriott (1900-1985)	34	(1)
Ray Kroc (1902-1984)	35	(1)
References	36	(3)
2 Service Characteristics of Hospitality and Tourism Marketing	39	(28)
CHAPTER OBJECTIVES	41	(1)
THE SERVICE CULTURE	41	(1)
CHARACTERISTICS OF SERVICE MARKETING	42	(2)
Intangibility	42	(1)
Inseparability	43	(1)
Variability	43	(1)
Perishability	43	(1)
MANAGEMENT STRATEGIES FOR SERVICE BUSINESSES	44	(6)
Managing Differentiation	46	(1)
Managing Service Quality	46	(3)
Tangibilizing the Product	49	(1)
MARKETING HIGHLIGHT 2-1: RITZ-CARLTON: TAKING CARE OF THOSE WHO TAKE CARE OF CUSTOMERS	50	(10)
Managing the Physical Surroundings	52	(1)
Stress Advantages of Nonownership	53	(1)
"Greening" of the Hospitality Industry	54	(1)
Managing Employees as Part of the Product	54	(1)
Points-of-Encounter	55	(2)
Managing Perceived Risk	57	(1)
Managing Capacity and Demand	57	(2)
Managing Consistency	59	(1)
OVERVIEW OF SERVICE CHARACTERISTICS: THE SERVUCTION MODEL	60	(2)
Chapter Review	62	(1)
Discussion Questions	63	(1)
References	64	(3)
3 The Role of Marketing in Strategic Planning	67	(34)
CHAPTER OBJECTIVES	69	(3)
NATURE OF HIGH-PERFORMANCE BUSINESS	72	(3)
Stakeholders	72	(1)
Processes	73	(1)
Resources	74	(1)
Organization	74	(1)
CORPORATE STRATEGIC PLANNING	75	(2)
Defining the Corporate Mission	75	(2)
MARKETING HIGHLIGHT 3-1	77	(9)
Establishing Strategic Business Units	79	(1)
Assigning Resources to Each SBU	80	(3)
Planning New Businesses	83	(3)
BUSINESS STRATEGY PLANNING	86	(7)
Business Mission	86	(1)
External Environmental Analysis (Opportunity and Threat Analysis)	86	(1)
Internal Environmental Analysis (Strengths-Weaknesses Analysis)	87	(2)
Goal Formulation	89	(1)
Strategy Formulation	90	(2)
Program Formulation	92	(1)
Implementation	92	(1)
Feedback and Control	92	(1)
UNIQUE CHALLENGES OF THE HOTEL INDUSTRY	93	(1)
Chapter Review	94	(3)
Discussion Questions	97	(1)
References	98	(3)
4 The Marketing Environment	101	(38)
CHAPTER OBJECTIVES	104	(1)
THE COMPANY'S MICRO-ENVIRONMENT	104	(2)
The Company	104	(1)
Suppliers	105	(1)
Marketing Intermediaries	105	(1)
THE COMPANY'S MACROENVIRONMENT	106	(7)
Competitors	107	(2)
Demographic Environment	109	(4)
MARKETING HIGHLIGHT 4-1: DAYS INN TARGETS SENIOR EMPLOYEES	113	(16)
Economic Environment	117	(2)
Natural Environment	119	(3)
Technological Environment	122	(1)
Political Environment	123	(5)
Cultural Environment	128	(1)
MARKETING HIGHLIGHT 4-3: POPCORN'S CULTURAL TRENDS	129	(3)
THE ENVIRONMENTAL FACTORS ARE LINKED	132	(1)
RESPONDING TO THE MARKETING ENVIRONMENT	133	(1)
Chapter Review	134	(2)
Discussion Questions	136	(1)
References	136	(3)
5 Marketing Information Systems and Marketing Research	139	(38)
CHAPTER OBJECTIVES	141	(1)
THE MARKETING INFORMATION SYSTEM	142	(1)
ASSESSING INFORMATION NEEDS	143	(1)
DEVELOPING INFORMATION	143	(19)
Internal Records	143	(5)
Marketing Intelligence	148	(3)
Marketing Research	151	(1)
Marketing Research Process	152	(10)
MARKETING HIGHLIGHT 5-1: A "QUESTIONABLE" QUESTIONNAIRE	162	(6)
Information Analysis	167	(1)
Distributing Information	167	(1)
MARKETING HIGHLIGHT 5-2: RESEARCH PROBLEM AREAS	168	(2)
International Marketing Research	169	(1)
MARKETING HIGHLIGHT 5-3: THE INTERNET: A GREAT SOURCE OF MARKETING INFORMATION	170	(1)
MARKETING RESEARCH IN SMALLER ORGANIZATIONS	171	(1)
MARKETING HIGHLIGHT 5-4: MARKETING RESEARCH IN SMALL BUSINESS	172	(1)
Chapter Review	172	(2)
Discussion Questions	174	(1)
References	175	(2)
6 Consumer Markets and Consumer Buying Behavior	177	(34)
CHAPTER OBJECTIVES	179	(1)
A MODEL OF CONSUMER BEHAVIOR	180	(1)
PERSONAL CHARACTERISTICS AFFECTING CONSUMER BEHAVIOR	181	(7)
Cultural Factors	181	(2)
Social Factors	183	(3)
Personal Factors	186	(2)
MARKETING HIGHLIGHT 6-1: SENIOR CONSUMERS	188	(11)
Psychological Factors	194	(5)
CONSUMER INVOLVEMENT IN THE BUYING DECISION	199	(2)
THE BUYER DECISION PROCESS	201	(4)
Need Recognition	201	(1)
Information Search	202	(1)
Evaluation of Alternatives	203	(1)
Purchase Decision	203	(1)
Postpurchase Behavior	204	(1)
MARKETING HIGHLIGHT 6-2: UNIQUE ASPECTS OF HOSPITALITY AND TRAVEL CONSUMERS	205	(1)
Chapter Review	206	(2)
Discussion Questions	208	(1)
References	209	(2)
7 Organizational Buyer Behavior of Group Market	211	(26)
CHAPTER OBJECTIVES	213	(1)
THE ORGANIZATIONAL BUYING PROCESS	213	(1)
Market Structure and Demand	213	(1)
Nature of the Buying Unit	213	(1)
Types of Decisions and the Decision Process	214	(1)
PARTICIPANTS IN THE ORGANIZATIONAL BUYING PROCESS	214	(1)
MAJOR INFLUENCES ON ORGANIZATIONAL BUYERS	215	(2)
Environmental Factors	216	(1)
Organizational Factors	216	(1)
Interpersonal Factors	217	(1)
Individual Factors	217	(1)
ORGANIZATIONAL BUYING DECISIONS	217	(2)
1. Problem Recognition	217	(1)
2. General Need Description	217	(1)
3. Product Specification	218	(1)
4. Supplier Search	218	(1)
5. Proposal Solution	218	(1)
6. Supplier Selection	218	(1)
7. Order-Routine Specification	219	(1)
8. Performance Review	219	(1)
GROUP BUSINESS MARKETS	219	(9)
Conventions	220	(3)
Association Meetings	223	(1)
Corporate Meetings	224	(3)
Smerf	227	(1)
Segmentation of Group Markets by Purpose of the Meeting	227	(1)
DEALING WITH MEETING PLANNERS	228	(3)
THE CORPORATE ACCOUNT AND CORPORATE TRAVEL MANAGER	231	(2)
The Corporate Travel Manager	232	(1)
Chapter Review	233	(1)
Discussion Questions	234	(1)
References	235	(2)
8 Market Segmentation, Targeting, and Positioning	237	(34)
CHAPTER OBJECTIVES	239	(1)
MARKETS	239	(1)
MARKET SEGMENTATION	240	(11)
Geographic Segmentation	241	(2)
Demographic Segmentation	243	(2)
Psychographic Segmentation	245	(2)
Behavior Segmentation	247	(3)
Requirements for Effective Segmentation	250	(1)
MARKET TARGETING	251	(1)
Evaluating Market Segments	251	(1)
MARKETING HIGHLIGHT 8-1: RESTAURANT CHAIN TARGETS HISPANIC CONSUMERS	252	(4)
Selecting Market Segments	253	(2)
Choosing a Market-Coverage Strategy	255	(1)
MARKETING HIGHLIGHT 8-2: THE BUSINESS TRAVELER	256	(1)
POSITIONING FOR A COMPETITIVE ADVANTAGE	256	(10)
Market Positioning	256	(2)
Positioning Strategies	258	(1)
Choosing and Implementing a Positioning Strategy	259	(1)
Positioning Measurement: Perceptual Mapping	260	(1)
Product Differentiation	261	(2)
Selecting the Right Competitive Advantages	263	(2)
Communicating and Delivering the Chosen Position	265	(1)
Chapter Review	266	(2)
Discussion Questions	268	(1)
References	268	(3)
9 Designing and Managing Products	271	(44)
CHAPTER OBJECTIVES	273	(1)
WHAT IS A PRODUCT?	273	(1)
PRODUCT LEVELS	274	(3)
Core Product	274	(1)
Facilitating Products	275	(1)
Supporting Products	275	(1)
Augmented Product	276	(1)
PRODUCT ISSUES	277	(6)
Accessibility	277	(1)
Atmosphere: The Physical Environment	277	(2)
Customer Interaction with the Service Delivery System	279	(2)
Customer Interaction with Other Customers	281	(1)
Customer Participation	281	(2)
BRAND DECISIONS	283	(6)
Dual Branding	284	(1)
Conditions that Support Branding	284	(5)
MARKETING HIGHLIGHT 9-1	289	(1)
NEW PRODUCT DEVELOPMENT	290	(11)
Idea Generation	291	(3)
Idea Screening	294	(1)
Concept Development and Testing	294	(3)
Marketing Strategy	297	(1)
Business Analysis	297	(2)
Product Development	299	(1)
Test Marketing	299	(1)
Commercialization	300	(1)
MARKETING HIGHLIGHT 9-2: RADISSON HOTELS DEVELOPS ITS OWN PIZZA COMPANY AS A COMPETITIVE MOVE	301	(1)
PRODUCT DEVELOPMENT THROUGH ACQUISITION	301	(1)
PRODUCT-LIFE-CYCLE STRATEGIES	302	(1)
MARKETING HIGHLIGHT 9-3: RESTAURANTS AND HOTELS DEVELOP NEW PRODUCT IDEAS	303	(5)
Introduction Stage	305	(1)
Growth Stage	306	(1)
Maturity Stage	306	(2)
Decline Stage	308	(1)
PRODUCT DELETION	308	(2)
Chapter Review	310	(2)
Discussion Questions	312	(1)
References	313	(2)
10 Internal Marketing	315	(28)
CHAPTER OBJECTIVES	317	(1)
INTERNAL MARKETING	317	(3)
Employee Satisfaction and Customer Satisfaction Are Linked	319	(1)
THE INTERNAL MARKETING PROCESS	320	(16)
Establishment of a Service Culture	320	(5)
Development of a Marketing Approach to Human Resource Management	325	(3)
The Importance of Initial Training	328	(5)
Dissemination of Marketing Information to Employees	333	(3)
MARKETING HIGHLIGHT 10-1: WALT DISNEY ENTERPRISES: A HIGHLY RESPONSIVE ORGANIZATION	336	(1)
Implementation of a Reward and Recognition System	336	(1)
NONROUTINE TRANSACTIONS	337	(2)
Chapter Review	339	(1)
Discussion Questions	340	(1)
References	340	(3)
11 Building Customer Loyalty through Quality	343	(58)
CHAPTER OBJECTIVES	345	(1)
DEFINING CUSTOMER VALUE AND SATISFACTION	346	(4)
Customer Delivered Value	346	(2)
Customer Satisfaction	348	(2)
MARKETING HIGHLIGHT 11-1: TRACKING CUSTOMER SATISFACTION	350	(2)
Customer Satisfaction versus Customer Loyalty	351	(1)
RELATIONSHIP MARKETING	352	(3)
RETAINING CUSTOMERS	355	(5)
Cost of Lost Customers	356	(1)
Resolving Customer Complaints	357	(3)
THE ULTIMATE TEST: CUSTOMER PROFITABILITY	360	(1)
THE LINE BETWEEN MARKETING AND QUALITY	361	(1)
WHAT IS QUALITY?	362	(2)
BENEFITS OF SERVICE QUALITY	364	(3)
Retaining Customers	364	(2)
Avoidance of Price Competition	366	(1)
Retention of Good Employees	366	(1)
Reduction of Costs	367	(1)
DEVELOPING A SERVICE QUALITY PROGRAM	367	(3)
1. Supply Strong Leadership	367	(1)
2. Integrate Marketing throughout the Organization	368	(1)
3. Understand the Customer	368	(1)
4. Understand the Business	369	(1)
5. Apply Operational Fundamentals	369	(1)
6. Leverage the Freedom Factor	369	(1)
7. Use Appropriate Technology	369	(1)
8. Practice Good Human Resource Management	370	(1)
9. Set Standards, Measure Performance, and Establish Incentives	370	(1)
10. Feed Back the Results to the Employees	370	(1)
CAPACITY AND DEMAND MANAGEMENT	370	(12)
Managing Capacity	371	(4)
Managing Demand	375	(7)
Chapter Review	382	(2)
Discussion Questions	384	(1)
References	385	(1)
APPENDIX A: THE FIVE-GAP MODEL OF SERVICE QUALITY	386	(4)
Gap 1: Consumer Expectations versus Management Perception	386	(2)
Gap 2: Management Perception versus Service Quality Specifications	388	(1)
Gap 3: Service Quality Specifications versus Service Delivery	389	(1)
Gap 4: Service Delivery versus External Communications	389	(1)
Gap 5: Expected Service versus Perceived Service	390	(1)
APPENDIX B: FORECASTING MARKET DEMAND	390	(11)
Defining the Market	390	(3)
Measuring Current Market Demand	393	(2)
Forecasting Future Demand	395	(6)
12 Pricing Products: Pricing Considerations, Approaches, and Strategy	401	(48)
CHAPTER OBJECTIVES	403	(1)
PRICE	403	(1)
FACTORS TO CONSIDER WHEN SETTING PRICES	404	(15)
Internal Factors Influencing Pricing Decisions	404	(5)
External Factors Affecting Pricing Decisions	409	(10)
MARKETING HIGHLIGHT 12-1: ASPEN SKIING COMPANY KNOWS OUT-OF-STATE VISITORS ARE LESS PRICE SENSITIVE	419	(2)
MARKETING HIGHLIGHT 12-2: PRICE FIXING	421	(1)
GENERAL PRICE APPROACHES	422	(5)
Cost-Based Pricing	422	(1)
Break-Even Analysis and Target Profit Pricing	423	(2)
Buyer-Based Pricing	425	(1)
Competition-Based Pricing	426	(1)
PRICING STRATEGIES	427	(10)
New-Product Pricing Strategies	427	(1)
Existing-Product Pricing Strategies	428	(7)
Psychological Pricing	435	(1)
Promotional Pricing	436	(1)
OTHER PRICING CONSIDERATIONS	437	(1)
Price Spread Effect	437	(1)
Price Points	438	(1)
PRICE CHANGES	438	(4)
Initiating Price Changes	438	(1)
Initiating Price Cuts	438	(1)
Initiating Price Increases	439	(1)
Buyer Reactions to Price Changes	440	(1)
Competitor Reactions to Price Changes	440	(1)
Trade Ally Reactions to Price Changes	441	(1)
Responding to Price Changes	441	(1)
Chapter Review	442	(3)
Discussion Questions	445	(1)
References	446	(3)
13 Distribution Channels	449	(38)
CHAPTER OBJECTIVES	451	(1)
NATURE AND IMPORTANCE OF DISTRIBUTION SYSTEMS	451	(1)
NATURE OF DISTRIBUTION CHANNELS	452	(3)
Why Are Marketing Intermediaries Used?	452	(1)
Distribution Channel Functions	453	(1)
Number of Channel Levels	454	(1)
MARKETING INTERMEDIARIES	455	(3)
Travel Agents	455	(2)
Tour Wholesalers	457	(1)
MARKETING HIGHLIGHT 13-1: TOP TEN IDEAS FOR WORKING WITH TRAVEL AGENTS	458	(7)
Specialists: Tour Brokers, Motivational Houses, and Junket Reps	459	(1)
Hotel Representatives	460	(1)
National, State, and Local Tourist Agencies	460	(1)
Consortia and Reservation Systems	460	(1)
Global Distribution Systems	461	(2)
Internet	463	(1)
Concierges	464	(1)
CHANNEL BEHAVIOR AND THE ORGANIZATION	465	(1)
Channel Behavior	465	(1)
MARKETING HIGHLIGHT 13-2: THE HILTON MODEL	466	(9)
Channel Organization	467	(8)
SELECTING CHANNEL MEMBERS	475	(3)
Customer Needs	475	(1)
Attracting Channel Members	476	(1)
Evaluating Major Channel Alternatives	476	(2)
RESPONSIBILITIES OF CHANNEL MEMBERS AND SUPPLIERS	478	(1)
BUSINESS LOCATION	478	(3)
Chapter Review	481	(2)
Discussion Questions	483	(1)
References	484	(3)
14 Promoting Products: Communication and Promotion Policy	487	(28)
CHAPTER OBJECTIVES	489	(1)
STEPS IN DEVELOPING EFFECTIVE COMMUNICATION	490	(14)
Identifying the Target Audience	491	(1)
Determining the Response Sought	492	(4)
Choosing a Message	496	(3)
Choosing Media	499	(3)
Selecting the Message Source	502	(1)
Collecting Feedback	503	(1)
SETTING THE TOTAL PROMOTION BUDGET AND MIX	504	(6)
Setting the Total Promotion Budget	504	(2)
Setting the Promotion Mix	506	(2)
Factors in Setting the Promotion Mix	508	(2)
Chapter Review	510	(2)
Discussion Questions	512	(1)
References	512	(3)
15 Promoting Products: Advertising, Direct Marketing, and Sales Promotion	515	(46)
CHAPTER OBJECTIVES	517	(1)
ADVERTISING	517	(1)
MAJOR DECISIONS IN ADVERTISING	518	(1)
Setting the Objectives	518	(1)
MARKETING HIGHLIGHT 15-1: HOW DOES AN ADVERTISING AGENCY WORK?	519	(17)
Setting the Advertising Budget	522	(2)
Message Decisions	524	(7)
Media Decisions	531	(5)
MARKETING HIGHLIGHT 15-2: AN EMERGING ADVERTISING MEDIUM: THE WORLD WIDE WEB	536	(1)
MARKETING HIGHLIGHT 15-3: ASSOCIATION ADVERTISING	537	(3)
Campaign Evaluation	538	(2)
DIRECT MARKETING	540	(6)
Reasons for Growth of Direct Marketing	541	(2)
Telemarketing	543	(1)
Relationship Marketing	543	(1)
Development of Integrated Direct Marketing	544	(1)
Developing a Marketing Database System	545	(1)
SALES PROMOTION	546	(1)
Setting Sales-Promotion Objectives	546	(1)
MARKETING HIGHLIGHT 15-4: THE TELLER HOUSE USES DATABASE MARKETING TO THRIVE WHILE OTHERS FAIL	547	(8)
Selecting Sales-Promotion Tools	547	(6)
Developing the Sales-Promotion Program	553	(1)
Pretesting and Implementing the Plan	554	(1)
Evaluating the Results	554	(1)
Chapter Review	555	(2)
Discussion Questions	557	(1)
References	557	(4)
16 Promoting Products: Public Relations	561	(30)
CHAPTER OBJECTIVES	563	(1)
PUBLIC RELATIONS	563	(1)
MAJOR ACTIVITIES OF PR DEPARTMENTS	564	(2)
Press Relations	564	(1)
Product Publicity	564	(1)
Corporate Communication	564	(1)
Lobbying	564	(1)
Counseling	564	(2)
MARKETING HIGHLIGHT 16-1: TACO BELL PROVIDED EXAMPLE OF CREATIVE PUBLICITY	566	(1)
PUBLICITY	566	(2)
Product-Related Publicity	566	(1)
Corporate Communication	567	(1)
MARKETING HIGHLIGHT 16-2: SINGAPORE SUNTEC CENTRE	568	(3)
THE PUBLIC RELATIONS PROCESS	571	(4)
Research	571	(1)
Establishing the Marketing Objectives	571	(1)
Defining the Target Audience	572	(1)
Choosing the PR Message and Vehicles	573	(1)
Implementing the Marketing PR Plan	573	(1)
Evaluating PR Results	574	(1)
MAJOR TOOLS IN MARKETING PR	575	(2)
Publications	575	(1)
Events	575	(1)
News	576	(1)
Speeches	576	(1)
Public Service Activities	576	(1)
Identity Media	577	(1)
PUBLIC RELATIONS OPPORTUNITIES FOR THE HOSPITALITY INDUSTRY	577	(5)
Public Relations Opportunities for Individual Properties	577	(1)
Build PR around the Owner/Operator	577	(1)
Build PR around Location	578	(1)
Build PR around a Product or Service	578	(4)
CRISIS MANAGEMENT	582	(3)
Critical Elements of Crisis Management	584	(1)
LOCAL STORE MARKETING	585	(1)
Chapter Review	586	(2)
Discussion Questions	588	(1)
References	588	(3)
17 Professional Sales	591	(54)
CHAPTER OBJECTIVES	593	(1)
MANAGEMENT OF PROFESSIONAL SALES	593	(1)
NATURE OF HOSPITALITY SALES	594	(3)
SALES-FORCE OBJECTIVES	597	(2)
Upselling and Second-Chance Selling	598	(1)
Market Share or Market Penetration	598	(1)
Product-Specific Objectives	599	(1)
SALES-FORCE STRUCTURE AND SIZE	599	(7)
Territorial-Structured Sales Force	600	(2)
Product-Structured Sales Force	602	(1)
Market-Segment-Structured Sales Force	602	(1)
Market-Channel-Structured Sales Force	602	(1)
Customer-Structured Sales Force	603	(1)
Combination-Structured Sales Force	603	(1)
Sales-Force Size	604	(2)
ORGANIZING THE SALES DEPARTMENT	606	(8)
Inside Sales Force	606	(2)
Field Sales Force	608	(1)
Salaried Sales Force	609	(1)
Team Sales	610	(1)
Relationship Marketing and Strategic Alliances	610	(4)
RECRUITING AND TRAINING A PROFESSIONAL SALES FORCE	614	(7)
Importance of Careful Selection	614	(1)
What Makes a Good Sales Representative?	614	(1)
Establishing a Profile of Desired Characteristics: Matching the Corporate Culture	614	(1)
Matching Career Acquisitions with Corporate Objectives	615	(1)
Matching Customer and Salesperson	616	(1)
Recruiting Process: When to Recruit	616	(1)
Applicant Rating Procedures	617	(1)
Interview Process: How to Interview	617	(1)
Sales-Force Training	617	(1)
Types of Training Required	618	(2)
Training Materials and Outside Training Assistance	620	(1)
MANAGING THE SALES FORCE	621	(17)
Selecting Sales Strategies	621	(3)
Sales-Force Tactics: Principles of Personal Selling	624	(7)
Motivating a Professional Sales Force	631	(2)
Evaluation and Control of a Professional Sales Force	633	(5)
Chapter Review	638	(2)
Discussion Questions	640	(1)
References	641	(4)
18 Destination Marketing	645	(30)
CHAPTER OBJECTIVES	647	(1)
THE GLOBALIZATION OF THE TOURIST INDUSTRY	647	(1)
IMPORTANCE OF TOURISM TO A DESTINATION'S ECONOMY	648	(2)
The Tourism Destination	648	(1)
Benefits of Tourism	649	(1)
MARKETING HIGHLIGHT 18-1: HONG KONG HOTELS ASSOCIATION	650	(2)
MARKETING HIGHLIGHT 18-2: LIFTING THE FOG	652	(2)
Management of the Tourist Destination	652	(1)
Sustainable Tourism	653	(1)
MARKETING HIGHLIGHT 18-3: STOP THE BRUTAL MARKETING	654	(1)
TOURISM STRATEGIES AND INVESTMENTS	654	(3)
Investment in Tourist Attractions	656	(1)
MARKETING HIGHLIGHT 18-4: GAMBLING ON CENTRAL CITY	657	(1)
SEGMENTING AND MONITORING THE TOURIST MARKET	658	(6)
Identifying Target Markets	660	(2)
Classification of Visitor Segments	662	(1)
Monitoring the Tourist Markets	663	(1)
COMMUNICATING WITH THE TOURIST MARKET	664	(3)
Competition for Visitors Involves Image Making	664	(1)
Developing Packages of Attractions and Amenities	665	(2)
ORGANIZING AND MANAGING TOURISM MARKETING	667	(1)
MARKETING HIGHLIGHT 18-5: NATIONAL TOURISM ORGANIZATIONS: HOW THEY WORK	668	(2)
Influencing Site Selection	670	(1)
Chapter Review	670	(2)
Discussion Questions	672	(1)
References	672	(3)
19 Next Year's Marketing Plan	675	(34)
CHAPTER OBJECTIVES	677	(1)
PURPOSE OF A MARKETING PLAN	677	(1)
SECTION I: EXECUTIVE SUMMARY	678	(1)
SECTION II: CORPORATE CONNECTION	679	(1)
Relationship to Other Plans	679	(1)
Marketing-Related Plans	679	(1)
Corporate Direction	680	(1)
SECTION III: ENVIRONMENTAL ANALYSIS AND FORECASTING	680	(5)
Major Environmental Factors	680	(1)
Competitive Analysis	681	(1)
Market Trends	682	(1)
Market Potential	682	(1)
Marketing Research	683	(2)
SECTION IV: SEGMENTATION AND TARGETING	685	(2)
Segmentation Analysis	685	(1)
Targeting	686	(1)
SECTION V: NEXT YEAR'S OBJECTIVES AND QUOTAS	687	(3)
Objectives	687	(2)
Quotas	689	(1)
Communicating the Plan	689	(1)
Top Management	689	(1)
Board of Directors or Group of Investors	690	(1)
Subordinates	690	(1)
Vendors	690	(1)
Other Departments	690	(1)
SECTION VI: ACTION PLANS: STRATEGIES AND TACTICS	690	(6)
Sales Strategies	691	(1)
Advertising and Promotion Strategies	692	(2)
Pricing Strategy	694	(1)
Product Strategies	695	(1)
SECTION VII: RESOURCES NEEDED TO SUPPORT STRATEGIES AND MEET OBJECTIVES	696	(2)
Personnel	696	(1)
Equipment and Space	697	(1)
Other Monetary Support	697	(1)
Research, Consulting, and Training	697	(1)
Miscellaneous Costs	697	(1)
Budgets	697	(1)
SECTION VIII: MARKETING CONTROL	698	(3)
Sales Objectives	698	(2)
Sales Forecast and Quotas	700	(1)
Expenditures against Budget	700	(1)
Periodic Evaluation of All Marketing Objectives	700	(1)
Marketing Activity Timetable	700	(1)
Readjustments to Marketing Plan	700	(1)
SECTION IX: PRESENTING AND SELLING THE PLAN	701	(1)
SECTION X: PREPARING FOR THE FUTURE	701	(2)
Data Collection and Analysis	701	(1)
Marketing Planning as a Tool for Growth	702	(1)
Chapter Review	703	(3)
Discussion Questions	706	(1)
References	707	(2)
Case Studies	709	(60)
Glossary	769	(14)
Index	783