marketing, human resources, and culture
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C H A P T E R. C H A P T E R. Marketing, Human Resources, and Culture. 13. Defining Marketing. Marketing… Finding out what guests’ wants and needs are Providing the customer with solutions “Creating customers and keeping them coming back”. Marketing Orientation. - PowerPoint PPT PresentationTRANSCRIPT
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
CHAPTER
CHAPTER
13
Marketing, Human Resources, and Culture
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
Defining Marketing
• Marketing…– Finding out what guests’ wants and needs are– Providing the customer with solutions– “Creating customers and keeping them coming
back”
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
Marketing Orientation
• Marketing Orientation…– Customer needs– Understanding customers– Marketing research– Frequent reviews– Long-term planning
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
Marketing Orientation
• Marketing Orientation (cont.)…– Customers’ perceptions– Interdepartmental cooperation– Cooperation with complimentary organizations– Change is inevitable– The scope of business is broadly set– Measurement and evaluation
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
Environmental Scanning
• Scanning…– Economic– Social– Political– Technological
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
Market Planning
• Planning…– Market assessment
• Is there a need for a product– Market demand
• Who are the users and how many– Competitor analysis
• Who are they• What are they doing
? ?
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
Positioning
• Positioning…– Establishing a distinctive place in the market
and in the minds of potential guests– Examples
• Four Seasons• Motel 6
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
Marketing Goals and Objectives
• Marketing…– Specific goals for total enterprise and
departments– Example
• Increase occupancy by 8%
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
Marketing Mix
• Marketing Mix…– Place– Product– Price– Promotion
– Partnership– Packaging– Programming– People
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
Place
• Place…– Physical Plant– “Location, Location, Location”
• Ellsworth Statler– Atmosphere
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
Product
• Product…– Must meet the customer’s needs and wants– Example
• Courtyard Inns by Marriott• http://www.courtyard.com
– Feedback from customers is critical– Product life cycle
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
Price
• Price…– Price = Value– Guests perception of equity– Determined in two ways
• Comparative approach• Cost-plus approach $$$
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
Promotion
• Promotion…– Advertising– Sales promotions– Merchandising– Personal selling– Public relations
A New Year’s Eve Party!
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
Partnerships and Packaging
• Partnerships…– Two or more hospitality/tourism organizations
come together• Packaging…
– Combine items or activities and sell them as a group
– “Happy Meals” by McDonalds
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
Programming and People
• Programming…– Camp Hyatt
• http://www.hyatt.com– Disney Institute
• http://www.disney.com
• People…– “Yes I Can” by Radisson– Empowering employees
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
Sales
• Sales…– Different than marketing
• Focus is on product or service for sale– Sales department is organized based on
organization– Sales blitzes
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
What is Human Resource Management?
• Human Resources…– Attracting– Selecting– Orienting – Training– Developing– Evaluating
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
Job Descriptions
• Descriptions…– Based on task analysis– Listing of the activities and outcomes expected
of a person performing a job– Can be used as a legal document– Lists specific knowledge, qualifications, and
skills
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
Productivity Standards
• Standards…– Sales divided by labor costs– Example
• Sales of $55,000• Labor costs of $11,000• Productivity equals 5
– For every dollar in labor– $5 in sales was generated
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
Recruitment and Selection
• Recruitment and Selection…– Internal promotion– Employee referrals– Applicant files– Transfers within the company– Advertising– Colleges and Universities– Government-sponsored employment services
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
InterviewingWhat They Are Looking For?
• Interviewing…– Dress– Mannerisms– Attentiveness– Attitude– Interest– Answers to questions
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
InterviewingWhat Should You Do?
• Interviewing (cont.)…– Dress in a businesslike manner– Arrive early and smile – Stress your strengths– Do homework on the company– Ask appropriate questions– Write a thank-you note
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
Selection
• Selection…– Several interviews– Testing– References– Medical examination
• Drug screening test
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
Orientation
• Orientation…– Corporation’s history– Benefits– Safety and fire prevention– Introduction of organizational chart– Rules and procedures
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
Training
• Training…– Apprentice training– Simulation training– Certification training– On-the-job training– Off-the-job training
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
Performance Appraisal
• Appraisal…– Comparison of employee’s work with standards– Positive attributes
• Feedback to employees• Use as personal development plan• Establishing rationale for promotion/raise• Helping establish objectives for training
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
Performance Appraisal
• Appraisal (cont.)…– Common distortions
• Recent behavior influence• Halo effect• Like-me syndrome
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
Compensation
• Compensation…– Total reward system including wages and
benefits– Wages = hourly workers– Salaries = management/supervisor positions– Fair Labor Standards Act (FLSA)
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
Employee Retention
• Retention…– Turnover equals the number of workers
replaced in a given time period by the average number of employees needed to run the business
– Replacement costs = $2,000-$5,000 per person– Industry turnover is better than 100% per year
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
Issues in Human Resources
• Issues…– Equal Employment Opportunity (EEO) – Sexual harassment– ADA– Cultural diversity
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
Trends in Marketing and Human Resources
• Trends…– Market orientation of human resources– Proactive in employment and staffing– Use of the Internet– Use of structured interviews– Relationship marketing– Partnering