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      Marketing in the Hospitality Industry

      Marketing in the Hospitality Industry

      Fifth Edition

      00270CIN05ENGE

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      Member: $68.95
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      This introductory text provides readers with a real-world perspective on the world of hospitality marketing, with industry forms and practical ideas for increasing sales and making marketing more effective. The text includes discussions of understanding consumer needs and market segmentation, and how to select the best marketing tools to reach consumers.

      This edition includes new material that reflects the rapidly changing environment of the 21st century hospitality industry, particularly in the areas of technology and electronic marketing. New information looks at how technology has affected the industry and where it is taking marketing and the consumer.

      Please note:

      • Includes course exam scan sheet for students enrolled in a school program. 
      • Individual learners interested in EI’s hospitality management courses should order through the Distance Learning enrollment process, as the textbook is included in the program price.
      • Attention Instructors: This title is distributed in the United States by Pearson Higher Education.  For additional instructor information or to place an order or request desk copies, please visit Pearson's website. To find your Pearson customer service representative, visit http://www.pearsonhighered.com/replocator/.


      Ronald A. Nykiel, Ph.D., CHA, CHE, University of Houston
      ©2011, 27 chapters, Softbound
      ISBN 978-0-86612-355-6

      Attention Instructors:

      EI provides complimentary access to useful resources for instructors, including chapter outlines, PowerPoint files, and a course syllabus. You may download them free of charge from this tab. 

      This title is distributed in the United States by Pearson Higher Education.  For additional instructor information or to place an order, please visit Pearson's website.

      To find your Pearson customer service representative, visit http://www.pearsonhighered.com/replocator/.

      Table of Contents

      Chapter: 1 Understanding the Hospitality Industry
      Chapter: 2 Market Segmentation and the Hospitality Industry
      Chapter: 3 Positioning in Line with Consumer Preferences
      Chapter: 4 The Channels of Distribution
      Chapter: 5 Marketing in Perspective
      Chapter: 6 Applying Key Marketing Methodologies: Marketing Research
      Chapter: 7 Applying Key Marketing Methodologies: Sales
      Chapter: 8 Applying Key Marketing Methodologies: Customer Service
      Chapter: 9 Applying Key Marketing Methodologies: Advertising
      Chapter: 10 Applying Key Marketing Methodologies: Public Relations
      Chapter: 11 Applying Key Marketing Methodologies: Promotions
      Chapter: 12 Applying Key Marketing Methodologies: Packaging
      Chapter: 13 Applying Key Marketing Methodologies: Collateral Materials and Promotional Support
      Chapter: 14 Technology and Marketing in Perspective
      Chapter: 15 Applying Key Marketing Methodologies: Database Marketing
      Chapter: 16 Applying Key Marketing Methodologies: Electronic Marketing
      Chapter: 17 Applying Key Marketing Methodologies: Understanding Rates and Fares
      Chapter: 18 Applying Key Marketing Methodologies: Pricing Strategies
      Chapter: 19 Applying Key Marketing Methodologies: Revenue Maximization
      Chapter: 20 Practical Ways to Maximize Marketing
      Chapter: 21 The Marketing Budget
      Chapter: 22 The Hotel/Unit Marketing Plan
      Chapter: 23 The Corporate/Multi-Unit Marketing Plan
      Chapter: 24 Marketing and the Law
      Chapter: 25 Marketing, Research,and Operations
      Chapter: 26 The New Paradigm
      Download

      Syllabus

      Prerequisites: None

      Course Description: This course takes a practical perspective in introducing students to the marketing of hotels and restaurants. The text consists of chapters on market segmentation, marketing research, sales, advertising, public relations, product and service promotions, database marketing and direct mail, electronic marketing, rates and fares, travel packages, guest/customer service, pricing strategies, revenue maximization, marketing budget preparation, the marketing plan, laws affecting marketing, reservations systems, property management systems, marketing information systems, travel purchasing systems, and the future of hospitality marketing.

      Objectives: At the completion of this course, students should be able to:

      1. Explain how marketing activities in the hospitality industry address the needs of many different types of buyers.
      2. Explain the value of various types of market segmentation in the hospitality industry.
      3. Describe and differentiate the characteristics of business and pleasure travel market segments in the hospitality industries.
      4. Describe channels of distribution within the hospitality industry.
      5. Describe vertical, horizontal, backward, and forward integration in the hospitality industry.
      6. Explain why hospitality companies need flexible marketing strategies.
      7. Describe how marketing efforts benefit from a zero-base budgeting process.
      8. Explain the purpose of marketing research, and describe various types of marketing research, techniques, and tools.
      9. Describe hotel sales tools and procedures, and explain how changes in technology and economics have reshaped the sales function.
      10. Describe the role of customer service in marketing, as well as a vital ten-step procedure for identifying and addressing customer service problems.
      11. Describe how the operations team can meet guest expectations, and explain ways to handle guest complaints.
      12. Describe advertising guidelines and a six-step process that can help marketers develop a successful advertising campaign.
      13. Describe public relations and how to apply it, and discuss tips and strategies for successful internal and direct-contact public relations and interactions with the press.
      14. Explain various types of promotions and how to implement them successfully.
      15. Describe database marketing, summarize key elements of database systems, and explain how to ensure successful database marketing.
      16. Describe types of electronic marketing and how to use them in the hospitality industry.
      17. Define hospitality industry packaging, explain its benefits to consumers and hospitality firms, and describe common types of travel packages.
      18. Describe several types of collateral materials used in the hospitality industry.
      19. Describe pricing techniques, and explain the importance of offering customers price ranges and choices in hospitality products and services.
      20. Explain how market mix, pricing strategies, and yield management are used to maximize revenue, and identify objectives and key tactics of revenue maximization.
      21. Discuss the major components of a marketing budget, and explain how to prepare one.
      22. Describe the elements and structure of a marketing plan, and explain how to put one together.
      23. Describe major federal laws that directly bear on marketing.
      24. Describe technological applications and trends affecting the hospitality industry and consumers.
      25. Identify the purposes of rate strategies set by hotels, air carriers, and rental car firms, describe hotel room rate ranges, and provide examples of rate strategies based on the grid-positioning concept.
      26. Describe practical ways to increase revenue and profits that capitalize on and market what already exists within a hotel, restaurant, or customer base.

      Group Teaching Guidelines: This course is designed with 26 chapter sessions that can be combined or broken down to meet a variety of scheduling needs. Class activities are included in the Instructor's Guide.

      Evaluation: The student must complete a comprehensive final examination. The final examination will not cover Chapter 26, which speculates about the future.

      Learning Resource:Marketing in the Hospitality Industry, Fifth Edition, by Ronald A. Nykiel.

      Presentation Files

      These files, available by chapter, are formatted in Microsoft PowerPoint. 

      Chapter: 1 Understanding the Hospitality Industry
      Chapter: 2 Market Segmentation and the Hospitality Industry
      Chapter: 3 Positioning in Line with Consumer Preferences
      Chapter: 4 The Channels of Distribution
      Chapter: 5 Marketing in Perspective
      Chapter: 6 Applying Key Marketing Methodologies: Marketing Research
      Chapter: 7 Applying Key Marketing Methodologies: Sales
      Chapter: 8 Applying Key Marketing Methodologies: Customer Service
      Chapter: 9 Applying Key Marketing Methodologies: Advertising
      Chapter: 10 Applying Key Marketing Methodologies: Public Relations
      Chapter: 11 Applying Key Marketing Methodologies: Promotions
      Chapter: 12 Applying Key Marketing Methodologies: Packaging
      Chapter: 13 Applying Key Marketing Methodologies: Collateral Materials and Promotional Support
      Chapter: 14 Technology and Marketing in Perspective
      Chapter: 15 Applying Key Marketing Methodologies: Database Marketing
      Chapter: 16 Applying Key Marketing Methodologies: Electronic Marketing
      Chapter: 17 Applying Key Marketing Methodologies: Understanding Rates and Fares
      Chapter: 18 Applying Key Marketing Methodologies: Pricing Strategies
      Chapter: 19 Applying Key Marketing Methodologies: Revenue Maximization
      Chapter: 20 Practical Ways to Maximize Marketing
      Chapter: 21 The Marketing Budget
      Chapter: 22 The Hotel/Unit Marketing Plan
      Chapter: 23 The Corporate/Multi-Unit Marketing Plan
      Chapter: 24 Marketing and the Law
      Chapter: 25 Marketing, Research,and Operations
      Chapter: 26 The New Paradigm
      Download

      Related Items

      Course Exam Scan Sheet
      Course Exam Scan Sheet