Manual on elective iii - hospitality marketing

More documents

Recommendations

Info

oom without further request. 93 Hospitality Marketing Based on our previous discussion, we can see that database marketing refers to “the process of building, maintaining, and using the customer databases… for the purpose of contacting, transacting, and building relationships” (Kotler et al., 2003, p. 50). Remember that hospitality organizations need to provide certain benefits to customers for being in the database. Although most marketers use customer databases to identify their prospects for promotional activities, they should be used more often as a tool to improve or enhance the services provided to customers, which is fundamental if the companies want to build long-term buyer-seller relationships. Concluding example: Frequent-diner program is an effective way to capture customer information. It is easy to implement a frequent-diner program by simply assigning a special number to each patron and then using that number to track his or her activity. Once the customer participates in the program, the customer information can be entered automatically into your database as you gather it. To get more data, restaurants can consider creative ways to encourage customers to visit. Foe instance, giving priority seating for their program members, special buy one get one offers, discounted meals after several visits and more. Although entering and tracking customer data take time, once available, the data can be used to identify the customer segments and the type of relationship they have with the restaurant. Profiling the customers based on their relationship with the restaurant will help the operator to send relevant communications and use appropriate strategies to develop customer loyalty. A frequent diner card for Pokka Café.
Hospitality Marketing Exercise 17: Visit a hotel or a restaurant website that contains information about its guest frequent program. In your opinion, how effective is the program in developing guest loyalty and why do you think so? 94
Page 2 and 3:
Manual on Elective
Page 6 and 7:
Copyright © The Government of the
Page 8 and 9:
Introduction iii Hospitality Market
Page 10:
v Hospitality Marketing 2.6: The Pr
Page 13 and 14:
Hospitality Marketing 1.1: The Mark
Page 15 and 16:
Hospitality Marketing Concluding ex
Page 17 and 18:
Hospitality Marketing Figure 2: Cha
Page 19 and 20:
Hospitality Marketing Service chara
Page 21 and 22:
Hospitality Marketing Exercise 2: V
Page 23 and 24:
Hospitality Marketing Unit 2: The M
Page 25 and 26:
Hospitality Marketing Economic This
Page 27 and 28:
Hospitality Marketing Environment E
Page 29 and 30:
Hospitality Marketing Note: Student
Page 31 and 32:
Hospitality Marketing Hong Kong Dis
Page 33 and 34:
Hospitality Marketing influence the
Page 35 and 36:
Hospitality Marketing product attri
Page 37 and 38:
Hospitality Marketing Concluding ex
Page 39 and 40:
Hospitality Marketing Table 6: Buyi
Page 41 and 42:
Hospitality Marketing 2.3: Market S
Page 43 and 44:
Hospitality Marketing Table 7: Base
Page 45 and 46:
Hospitality Marketing Try the follo
Page 47 and 48:
Hospitality Marketing different obj
Page 49 and 50:
Hospitality Marketing experience we
Page 51 and 52:
Hospitality Marketing The following
Page 53 and 54: Hospitality Marketing marketing mix
Page 55 and 56: Hospitality Marketing Café de Cora
Page 57 and 58: Hospitality Marketing All products
Page 59 and 60: Hospitality Marketing Different Tar
Page 61 and 62: Hospitality Marketing Product Life-
Page 63 and 64: Hospitality Marketing Example: Back
Page 65 and 66: Hospitality Marketing going through
Page 67 and 68: Hospitality Marketing Cafe Landmark
Page 69 and 70: Hospitality Marketing the product
Page 71 and 72: Hospitality Marketing more of long
Page 73 and 74: Hospitality Marketing Quantity disc
Page 75 and 76: Hospitality Marketing experience an
Page 77 and 78: Hospitality Marketing Sixth P: Pack
Page 79 and 80: Hospitality Marketing only has one
Page 81 and 82: Hospitality Marketing We will end t
Page 83 and 84: Hospitality Marketing Advertising F
Page 85 and 86: Hospitality Marketing Sales Promoti
Page 87 and 88: Hospitality Marketing 2) Pull Promo
Page 89 and 90: Hospitality Marketing Merchandising
Page 91 and 92: Hospitality Marketing Table 15: Typ
Page 93 and 94: Hospitality Marketing Letters, inse
Page 95 and 96: Hospitality Marketing promoting the
Page 97 and 98: Hospitality Marketing Kotler, P., B
Page 99 and 100: Hospitality Marketing Reid, R. & Bo
Page 101 and 102: Hospitality Marketing Benefits to b
Page 103: Hospitality Marketing 3.2: Database
Page 107 and 108: Hospitality Marketing Glossary Anal
Page 109: Hospitality Marketing 98
show all

Manual on elective iii - hospitality marketing

Create successful ePaper yourself

Delete template?

Save as template?