PROVIDING QUALITY CUSTOMER SERVICE

MARKET KNOWLEDGE

• Individually write the name of your favourite hospitality venue – Bar, Café, Hotel, Restaurant et al. List the features why it is your favourite?

• Write the name of a hospitality venue that you like to visit or liked but don’t any more – what changed you or the venue?

MARKET KNOWLEDGE

• MARKETING – What is marketing? And how is it different from Selling?

• Why do you market?• How do you market?• What does the marketing process involve?♫ Analysing marketing opportunities♫ Selecting target market segments♫ Developing market mix♫ Managing the marketing effort

MARKETING• Marketing is not selling or advertising! They are only the tip of the iceberg. Originated in 1950 when the US army found itself

with excess production capacity – rather to let of staff, they started to lobby industries and people seeking work for their personnel and marketing evolved.

• Evolution of Marketing Concept:• Consumer Goods• Industrial Mktg• Non profit and social Mktg• Services Mktg• Customer Satisfaction, Global Marketing, Synchronous Marketing – Real Time Marketing

• Marketing Defined today - • No longer Telling and Selling – it is satisfying customer needs and working with customer• Whatever method is used, the marketer who does a good job of understanding customer needs, who develops products that

provide superior value and who prices, distributes and promotes them effectively should find products sells easily• It is a social managerial process by which individuals and groups obtain what they need and want through creating and

exchanging products and value with others.

• WHY MARKETING?

• Needs – Human Needs – states of self deprivation• Physical – Hunger, Thirst, Clothing, Warmth, Safety• Social – belonging, affection• Individual Needs – personal growth and self advancement

• Wants – the form the need takes and is shaped by culture, environment and individual personality• E.g. Hungry person in Australia would have a burger with a coke whereas in South Pacific would eat mangoes, suckling pigs

or beans. Wants basically satisfy needs. As exposure to objects increase, interest and desire increases and producers try to provide more want- satisfying products and services

• People have unlimited wants but limited resources- this creates demand when wants is backed by buying power. A Proton car provides the basic satisfaction – transport, set of wheels and economy whilst a Merc provides luxury, status and comfort – in other words, people demand products with benefits that add up to their satisfaction

• Companies do market research, focus groups to analyse what customer’s wants and needs are – this is used in designing marketing strategies.

• A product is something that is offered to the market that satisfies the needs or wants of consumer .

MARKETING• Tangible vs. Intangible products?• Pay attention to benefit of product or solution it provides rather than product itself – E.g. drill – it

provides solution in making a hole but seller may think that all the customer wants is a drill – this is MARKETING MYOPIA

• Customer Value - difference between cost of product and the values the customer gains by using and owning the product

• Customer Satisfaction – difference between perceived performance to actual performance of product – Motorola’s definition of customer dissatisfaction – if a customer does not like a product, then the product has a defect in it. TQM – as the totality of features and characteristics of a product or service that bear on its ability to satisfy customer needs. Quality begins with customer needs and ends with customer satisfaction

• Exchange – act of obtaining a desired object from someone by offering something in return• It is a core concept of marketing – Why – Two parties involved and participate, each has

something of value to gain from each other. Communication is a key part of exchange process.

• Transaction is a unit of measurement in marketing – Eg buying a TV for $ xxx from Harvey Norman – Not all transactions involve money. A political candidate may buy a persons vote. It is actions taken to obtain a desired response from a target audience towards a product, service, idea etc.

• Relationship Marketing – building loyalty and long term relationships – going beyond the transaction and exchange – Marketing today has shifted from maximising profit to maximising mutually beneficial relationships with customers. – Profits automatically follow

WHAT IS A MARKET

• Olden days – stood for a place where sellers and buyers gathered to exchange goods.

• Economists definition – the set of all actual and potential buyers of a product

MARKETING

• Target Consumers – Understand the needs and wants of customers – what is need Vs want – NEED – Shaped by human needs Eg Clothing, Hunger, Safety etc – WANT - is something that the human using his maturity and availability applies to satisfy the need – Eg Hamburger

• WANTS creates demand which in turn creates products

WHY MARKETING

• In groups of five, identify five key points why marketing is important to business?

• What benefits do we get from marketing?

• Think of a recent marketing campaign that you saw or heard – what was good about it, why do you remember it and will you purchase the product?

CASE STUDY Q’s

1. Why might Coca – Cola, or its franchise bottlers want to know how many ice cubes consumers place in their glass of cola?

2. 2. . If Hoover measures how long it takes to vacuum the house and how much dirt is picked up, how might the company use such information?

3. . Could marketing company collect too much information on the markets for its products and services?

4. Why might parents today be influenced greatly by their children? Is this different from past generations?

MARKETING CONCEPTS

• PRODUCT CONCEPT - Focus on product – Quality, Performance & Innovative Factors – Mktg Myopia – Railcorp – Inside Out concept

• SELLING CONCEPT – Focus on hard selling usually overcapacity -3 Vs 10 word of mouth

• MARKETING CONCEPT – Integrated marketing – needs and wants and create products for desired satisfaction – Outside inside approach

MARKETING IN ONE PHRASE

MEETING NEEDS

PROFITABLY