Table 1 The hospitality marketing mix a...

Table 1

The hospitality marketing mix^a

Marketing mix	Definition	Examples mentioned
Pricing	Combination of prices used by the firm to represent the value of the offering. The pricing impacts how the customer values what is being offered and what is received	Price reductions, discounts, payment options and value-added bundling
Communication^b	All communications between the firm and the target market that increase the awareness of the product/service mix or the presentation mix, that establish or monitor consumer expectations, build relationships, or that persuade consumers to purchase	Advertising, public relations and publicity, database/direct marketing, personal sales, merchandising, alliances or partnerships
Product/service	Combination of goods and services, whether free or for sale, that are factually offered to satisfy the needs of the target market. Included in this category are the elements used by the firm to increase the tangibility of products and services in the perception of guests, and how such goods and services are presented for the customer to sense	Guest rooms, food and beverage venues, furniture, swimming pools, sauna, exercise equipment, linen tablecloths, china and silverware, other amenities. Physical plant, ambiance and atmospherics, courtesy of staff
Distribution	All channels available between the firm and the target market that increase the probability of getting the customer to the product. This is how the customer can buy and use the services offered	Central reservation systems, wholesalers, travel agents, Internet reservation websites, phone books, directories and yellow pages

Marketing mix	Definition	Examples mentioned
Pricing	Combination of prices used by the firm to represent the value of the offering. The pricing impacts how the customer values what is being offered and what is received	Price reductions, discounts, payment options and value-added bundling
Communication^b	All communications between the firm and the target market that increase the awareness of the product/service mix or the presentation mix, that establish or monitor consumer expectations, build relationships, or that persuade consumers to purchase	Advertising, public relations and publicity, database/direct marketing, personal sales, merchandising, alliances or partnerships
Product/service	Combination of goods and services, whether free or for sale, that are factually offered to satisfy the needs of the target market. Included in this category are the elements used by the firm to increase the tangibility of products and services in the perception of guests, and how such goods and services are presented for the customer to sense	Guest rooms, food and beverage venues, furniture, swimming pools, sauna, exercise equipment, linen tablecloths, china and silverware, other amenities. Physical plant, ambiance and atmospherics, courtesy of staff
Distribution	All channels available between the firm and the target market that increase the probability of getting the customer to the product. This is how the customer can buy and use the services offered	Central reservation systems, wholesalers, travel agents, Internet reservation websites, phone books, directories and yellow pages

Note(s): ^aAdapted from Bojanic (2008), Kotler et al. (2016), Lewis and Chambers (2000)

^bAccording to Lewis and Chambers (2000), the communication component is no different from the promotion element in the traditional 4Ps, but the word communication “covers a far broader expanse than the word promotion”, which is “but one subset of communications” (p. 360)

[ViewLarge]

Sharing Unavailable