Manual on elective iii - hospitality marketing

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3 Hospitality Marketing customer-oriented practice because changes are made to the menu to specifically tailor to the customers’ preferences instead of the chef’s personal needs. Another important idea about the marketing concept is, companies do not aim to make profit per se; instead, they focus on generating profits by creating values to customers and satisfying their needs better than competitors. Marketers who apply the marketing concept trust that, if they put their customers first, profits will take care of themselves. One final point about the marketing concept - it is not a function that can be left to people working in the marketing department only. Successes in marketing require the involvement of employees from all levels and functional departments to serve their customers’ interests. It is important that you bear all these in mind because inappropriate view of marketing will not allow your marketing efforts to come to fruition. The following summarizes the three main components of the marketing concept that we have addressed above: (Figure 1) Figure 1: The Marketing Concept Profitability Integrated marketing Customer’s needs & wants 1) Customers’ needs/ wants/ demands – the focus of the marketing concept is to satisfy customers’ needs, wants, and demands; 2) Profitability – companies aim to generate profits by satisfying their customers’ demands better than their competitors; 3) Integrated marketing – marketing is a concerted effort from all personnel within a company.
Hospitality Marketing Concluding example: Four Seasons Hotels and Resorts is a hospitality organization that embraces the marketing concept. The goals of Four Seasons are to achieve a fair and reasonable profit to ensure the prosperity of the company and its shareholders, as well as to offer long-term benefits to its hotel owners, shareholders, customers and employees. The company satisfies the needs and wants of its customers by creating properties of long-lasting value using superior design and supports them with exceptional personal service experiences. Four Seasons highly believes that the united efforts of all its employees are the key to satisfying the customers; therefore it is important for all employees to work cooperatively together and respecting each other’s contribution and presence. As a result, there is a famous saying within the organization, “we seek to deal with others as we would have them deal with us.” In this example, Four Seasons clearly demonstrates that the organization expects to generate profits by placing its guests’ needs and wants on the top priority, and its success is an outcome of the service-oriented attitude of all its personnel. Four Seasons Hotel in Central, Hong Kong. Exercise 1: Visit two travel agencies such as Wing On and Hong Thai. Request information and ask questions about a certain travel destination. Compare the two organizations for their customer orientation using similar criteria such as friendliness of employees, product knowledge of employees, helpfulness of employees etc. Share your experience with your classmates. 4
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