Marketing for Hospitality and Tourism Kotler Bowen and
Marketing for Hospitality and Tourism Kotler, Bowen and Makens Market Segmentation, Targeting, and Positioning Chapter 8
Dunkin or Starbucks? https: //www. youtube. com/watch? v=8 S 8 YNjcjw. VA Marketing for Hospitality and Tourism, 6 e Kotler, Bowen and Makens © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved
Major Steps in Developing a Customer-Driven Marketing Strategy How Market Segments are identified Marketing for Hospitality and Tourism, 6 e Kotler, Bowen and Makens How companies choose a market targeting Strategy Illustrate the concept of Market Positioning © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved
Market Segmentation Dividing a market into direct groups of buyers who might require separate products or marketing mixes. Marketing for Hospitality and Tourism, 6 e Kotler, Bowen and Makens © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved
Market Segmentation (Table 8. 1 p. 203) https: //www. cnn. com/2020/02/21/business/virgin-scarlet-lady-launch-scli-intl-gbr/index. html Geographic Nations, States, Cities, Neighborhoods Demographic Age, Race, Life Cycle, Gender, Income, Education, Nationality, Psychographic Behavioral Social Class, Lifestyle and Personality Occasion, usage or response to a product Marketing for Hospitality and Tourism, 6 e Kotler, Bowen and Makens © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved
Evaluating Market Segments Size & Growth Company Objectives & Resources Marketing for Hospitality and Tourism, 6 e Kotler, Bowen and Makens Structural Attractiveness © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved
Brand Portfolio: Marriott Marketing for Hospitality and Tourism, 6 e Kotler, Bowen and Makens © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved
Market Positioning A way a product is defined by consumers on important attributes (The place the product occupies in consumers’ minds relative to competitors) Identifying Competitive Advantages (What makes us Different? ) Marketing for Hospitality and Tourism, 6 e Kotler, Bowen and Makens Selecting Competitive Advantages (What is important to our customers? ) © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved
Differentiation Differentiators must be: • Important to buyers • Distinctive from competitors • Superior from other ways the customer can obtain • Communicable and visible to buyers • Preemptive – competitors cannot easily copy • Affordable- Buyers can afford to pay for the difference • Profitable – The company still makes money Marketing for Hospitality and Tourism, 6 e Kotler, Bowen and Makens © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved
Ways to Differentiate https: //www. youtube. com/watch? v=1 i. AEq. KH 8 eb. E (Apple Positioning) Management Orientations Marketing for Hospitality and Tourism, 6 e Kotler, Bowen and Makens © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved
Positioning Strategy Identifying Competitive Advantages (What makes us Different? ) Marketing for Hospitality and Tourism, 6 e Kotler, Bowen and Makens Selecting Competitive Advantages (What is important to our customers? ) Effectively Communicate Chosen Position (Tell people what we represent) © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved
Perceptual Mapping: Airlines Marketing for Hospitality and Tourism, 6 e Kotler, Bowen and Makens © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved
Perceptual Mapping: Fast Food Marketing for Hospitality and Tourism, 6 e Kotler, Bowen and Makens © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved
Positioning Errors Underpositioning Confused Positioning Marketing for Hospitality and Tourism, 6 e Kotler, Bowen and Makens Over. Positioning © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved
Positioning: Hotels https: //www. youtube. com/watch? v=Ni 5 QU 3 ECk. TI (Hilton – Tru News Report) Marketing for Hospitality and Tourism, 6 e Kotler, Bowen and Makens © 2014 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 • All Rights Reserved
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