目次

Preface Acknowledgments   Chapter 1 Introduction to Hospitality Marketing Introduction The Marketing Mix Services Marketing Destionation Marketing Service Trends Affecting the Hospitality and Tourism Industry Case Study: Campus Center Hotel Case Study: Location, Location, Location?   Chapter 2 The Marketing Environment and Sustainability Introduction The Marketing Environment Sustainable Development Managing for Sustainability Case Study: Arizona Hotel Resort and Spa Case Study: Bushwood Country Club   Chapter 3 Understanding the Behavior of Hospitality Consumers Introduction Factors that Influence Consumer Behavior Consumer Decision–Making Model Consumer Problem–Solving Processes Consumer Problem–Solving Techniques Organizational Buyer Behavior Case Study: Spring Break Vacation Case Study: Tempura Garden   Chapter 4 Market Segmentation and Positioning Introduction Segmentation Variables Market Segmentation Decisions Market Segmentation Strategies Positioning the Product–Service Mix Case Study: Destination Market Segments Case Study: Segmenting and Positioning in the Cruise Industry   Chapter 5 Developing a Marketing Plan Introduction Marketing Plans The Marketing Planning Process Sales Forecasting Case Study: Kilts and Ale Case Study: Planning at the Westwind Resort   Chapter 6 Information for Marketing Decisions Introduction Sources of Marketing Information The Marketing Research Process Destination Research Ethical Issues in Marketing Research Case Study: The Biggest Loser Resort Case Study: Bel Air Motel Appendix: Data Collection and Sampling   Chapter 7 Pricing Strategy Introduction Factors that Affect Pricing Decisions Broad Pricing Strategies Pricing Techniques and Procedures Segmented Pricing Revenue Management Pricing Law and Ethics Case Study: Airline Pricing (Internet application) Case Study: The Pasta Shack   Chapter 8 Developing New Products and Services Introduction Planning for New Products Organizing for New Product Planning New Product Development Process Identifying Products and Services Destination Product Development Case Study: Product Development Dilemma at Rocco’s Case Study: The Development of Seasons 52   Chapter 9 Managing Products and Services Introduction Product Life Cycle Developing Strategies using the Product Life Cycle Resource Allocation Models and Applications Managing in the Service Environment Techniques to Assess Customer Satisfaction Case Study: Starbucks Coffee Case Study: Service Quality at the Excelsior Hotel   Chapter 10 Distribution and Supply Chain Management Introduction Distribution Strategy Franchising Case Study: Ice Cream Heaven Case Study: The Wing Shack   Chapter 11 Electronic Commerce Introduction The Scope of Electronic Commerce Electronic Commerce Strategy Internet Strategies Case Study 1: Hospitality and Tourism Web Site Analysis Case Study 2: Electronic Commerce Strategy at Malone Golf Club Appendix:  Web Site Evaluation Sheet   Chapter 12 Integrated Marketing Communications Introduction Managing the Promotional Mix Managing the Advertising Function Planning and Evaluating Advertising Campaigns Criticisms of Advertising Case Study: The Glen Pub Case Study: Mr. C’s Sandwich Shoppes   Chapter 13 Advertising and Social Media Introduction Developing Media Plans Print Media Broadcast Media Direct Mail Support Media Social Media Case Study: Social Media Use by Restaurants Case Study: Advertising Decisions for the Alexandria Inn   Chapter 14 Sales Promotions and Public Relations Introduction Sales Promotions Merchandising Public Relations Case Study: Restaurant Sales Promotions Case Study: Promotion at Princess Suites   Chapter 15 Personal Selling Introduction Selling to Group Markets The Personal Selling Process Personal Selling Tools Ethical Issues in Personal Selling Case Study: College Sports Team (Role Play) Case Study: Atlantis Resort   Glossary   Index