Manual on elective iii - hospitality marketing

Hospitality Marketing
The following table summarizes the results of the survey (the numbers are the
mean scores):
Attribute Importance rating
Timeliness of service
Cleanliness
Quality of food
Menu variety
Employee friendliness
Atmosphere
Value for the price paid
(1 = not important at all;
5 = very important)
3.87
4.34
4.84
3.50
4.86
4.30
3.56
40
Performance rating
(1 = poor; 5 = excellent)
4.50
3.34
4.60
4.00
2.85
4.33
3.80
The owner requires your help to
analyze the results of the survey. What
are the top four attributes that are
important to customers when choosing
a restaurant? How does the restaurant
perform in terms of these attributes?
A restaurant in San Francisco, U.S.A.
How customers perceive the
restaurant’s atmosphere?
In this unit so far, you have learnt about the 4 aspects of the Marketing Plan:
Analyzing marketing opportunities and challenges from the macro-environment
perspective; analyzing your markets to differentiate consumer vs. business markets;
market segmentation; and conducting market research. These all deal with the
external environment. Now, we are ready to turn to the second part of the unit and
explore the rest of the aspects that are part of the Marketing Plan: The concept of the
marketing mix in hospitality industry and the tools and techniques associated with
each marketing mix.