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Marketing Applications in Select Service

Industries

Service Marketing MS 217

Hospitality Services, Airlines, Tourism
Services

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 Country
Maps & Clubs
Lodging
Guides

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Retirement
Restaurants Communities
Sporting

Service Marketing MS 217

Events
Travel
Agencies Contract
Airlines
Food
Service
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Travel & Tourism Hospitality

 Travel and Tourism Industries
Hotels/motels Natural attractions Entertainment venues
Resorts Gaming Arts venues
entertainment

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Vacation ownership Travel agencies Historical sites
Hostels Convention bureaus Museums
Caravans Tour companies Luggage

Service Marketing MS 217

Camping Hotel/rest. suppliers Real estate
Airlines Taxi services Construction
Cruise ships Cameras and film Luggage
Rail Maps & travel books Beverage mfr & dist
Car rental Shopping malls Auto/aircraft mfr
Bus coaches Service stations Motor fuel producers
Restaurants Sporting events Recreation equipment
Fast food Banking services Food producers 3
Wine merchants Reservation systems Advertising media
Theme parks Auto clubs Souvenirs
 Hospitality Industries
Hotels/motels Natural attractions Entertainment venues
Resorts Gaming entertainment Arts venues
Vacation ownership Travel agencies Historical sites

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Hostels Convention bureaus Museums
Caravans Tour companies Luggage
Camping Hotel/rest. suppliers Real estate

Service Marketing MS 217

Airlines Taxi services Construction
Cruise ships Cameras and film Luggage
Rail Maps & travel books Beverage mfr & dist
Car rental Shopping malls Auto/aircraft mfr
Bus coaches Service stations Motor fuel producers
Restaurants Sporting events Recreation equipment
Fast food Banking services Food producers
Wine merchants Reservation systems Advertising media 4
Theme parks Auto clubs Souvenirs
 The Hospitality Industry
• Lodging
• Food service

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• Clubs
• Cruise ships

Service Marketing MS 217

• Gaming
• Theme parks
• Sports and entertainment
• Travel

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 The Hospitality Business
• Lodging – putting heads on beds
• Many U.S. markets are mature

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• Expansion and growth overseas
• Food service – putting cheeks in seats

Service Marketing MS 217

• What would you like to eat?
• Where would you like to meet?
• Expansion and growth overseas

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 Where are the jobs?
• Professional
• Operations management, finance, accounting, human resources,

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customer relations, marketing, food science
• Corporate
• Marketing, business development, human resources, training, quality

Service Marketing MS 217

assurance, real estate, accounting, purchasing
• Entrepreneurial
• Owner, operator, franchisor

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 Food Service
• Eating and drinking places
• Quick service restaurants (QSR)

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• Full service restaurants / bars
• White table cloth restaurants / bars
• Lodging food service

Service Marketing MS 217

• Education food service
• Employee food service
• Health care
• Recreational food service
• Off-premise catering

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Restaurant Industry Positions
• Banquet manager • Food server
• Bartender/cocktail server • Fry/Sauté cook

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• Broiler cook • Host/hostess
• Busperson • Kitchen manager
•

Service Marketing MS 217

Counter person • Pantry cook
• Dining room manager • Pastry chef
• Dishwasher • Restaurant manager
• Executive chef • Sous chef
• Expediter • Storeroom person
• Food & beverage director • Unit manager

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Hospitality Careers
• The industry offers more career options than most
• The work is varied

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• There are many opportunities to be creative
• This is a “people” business

Service Marketing MS 217

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Hospitality Careers
• Hospitality jobs are not nine-to-five jobs
• There are opportunities for long-term career growth

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• There are perks associated with many hospitality jobs
• Hospitality jobs can be intrinsically satisfying and meaningful

Service Marketing MS 217

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The Down Side
• Long hours
• Nontraditional schedules

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• Pressure
• Low beginning salaries

Service Marketing MS 217

• Frequent relocation

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 Lodging Careers
Entry level Mid level Upper
Housekeeper Reservations management

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Front desk clerk manager Personnel director
Reservations clerk Executive Senior sales manager
Food service staff housekeeper Controller

Service Marketing MS 217

Front office Food & beverage
manager director
Catering sales Director of sales &
manager marketing
Sales manager General manager

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 Food Service Careers
Entry level Mid level Upper
Crew person Manager trainee management

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Crew supervisor Chef Executive chef
Lead positions Unit manager General manager
Controller District manager

Service Marketing MS 217

Kitchen manager Regional manager
Catering Operations director
manager Other directors
CFO
President/CEO

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Chain Operations
• Better training
• More opportunities for advancement

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• Better benefits
• Frequent relocation

Service Marketing MS 217

• More control by management
• Bonus plans impact pay

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 Independent Operations
• More chances to be creative
• More control

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• Better learning environments
• Less job security

Service Marketing MS 217

• Fewer chances for advancement
• Harder to market and sell

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 Foodservice Industry
• Commercial Foodservices

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• Institutional Foodservices

Service Marketing MS 217

• Military Foodservices

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 Food service Industry
• Commercial Foodservices

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• Restaurants
• Lunchrooms

Service Marketing MS 217

• Cafeterias
• Fast food restaurants
• Hotel foodservice operations
• Food stands
• Social caterers

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 Food service Industry
• Institutional Foodservices

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• Hospitals
• Nursing homes

Service Marketing MS 217

• Schools & colleges
• Correctional facilities
• Employee cafeterias
• Airline catering
• Surface transportation catering

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 Foodservice Industry
• Military Foodservices

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• Military bases
• Combat foodservices

Service Marketing MS 217

• Officers clubs
• Cafeterias

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 Restaurant Industry:Quick Service
• Intense competition
• Convenience is number one factor

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• Carryout or delivery market
• Time savings meal options

Service Marketing MS 217

• Ever-changing consumer needs
• Shortage of labor
• Training needs

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 Restaurant Industry:Full Service
• Tied to economy
• Baby-boom generation

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• Increased competition
• Importance of repeat customers

Service Marketing MS 217

• Portion sizes
• Dietary needs

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 Restaurant Industry:Growth in
Other Segments
• Managed services [1%]
• Educational institutions [4.4%]

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• Recreational services [3.3%]
• Transportation [3.8%]

Service Marketing MS 217

• Health care [2.2%]
• Lodging places [2.7%]
• Military [2.2%]

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 Restaurant Industry:Trends
• Labor shortage issues
• Cost of providing food and service

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• Technology issues and benefits
• Consumer preferences

Service Marketing MS 217

• Training
• Expansion

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 PRODUCT
• Travel and Tourism one of the world's largest foreign exchange
earner among industries, provides employment directly to millions

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of people worldwide and indirectly through many associated service
industries.
• A very wide industry, it includes:
 Government tourism departments,

Service Marketing MS 217

 Immigration and customs services,
 travel agencies,
 airlines,
 tour operators,
 hotels
 and many associated service industries such as airline catering or
laundry services, Guides, Interpreters, Tourism promotion and sales
etc. 25
TYPES OF TOURISM
 Leisure travel
 Winter tourism

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 Mass tourism
 Ecotourism

Service Marketing MS 217

 Recession tourism
 Medical tourism
 Educational tourism
 Creative tourism
 Dark tourism
 Sports tourism
 Latest trends 26
PLACE
• Not only the location of the tourist attraction or facility but
the location of points of sale that provides customers with

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access to tourist products.
• Ex: I-site, Accommodation, Cafe

Service Marketing MS 217

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PRICE
• Used to achieve predetermined sales volume and revenue
objectives

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• It gives a perceived value in the eyes of the customer

Service Marketing MS 217

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 PEOPLE
• Traveller
• Tourist

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Meet their expectations
• Employees – Physical appearance, Knowledge, Grooming,
Trained

Service Marketing MS 217

• The people who sell and service your product are an
extremely important part of tourism marketing. Friendly
personal service and trained employees can make or
break a tourism business.
• Because much of the tourism industry is based upon
word of-mouth advertising particularly about the service
received- what your customers say after they depart can
thrust your business forward or send it into a downward
spiral. 29
 PROCESS
• There are different types of processes involved in running a
tourism business

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 administration,
training,

Service Marketing MS 217

planning and strategizing,
recruitment,
distribution,
 purchasing and service delivery.
It is important to ensure that these processes are planned and
carried out properly so that operations run smoothly and
problems are rectified quickly
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 PROMOTION
• A range of activities can be used to convince customers to buy
the product, including information kits, web sites, advertising,

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personal selling, sales promotion, travel shows, and public
relations.
• Utilize tourist information centers, such as welcome centers.

Service Marketing MS 217

• Participation with your state, regional and local tourism offices
and associations.

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 PHYSICAL EVIDENCE
The physical evidence of a tourism product refers to a range of
more tangible attributes of the operations. Tangibalising the

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product is a good way of giving positive and attractive hints or
cues to potential customers with regard to the quality of the
product.

Service Marketing MS 217

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 Service Marketing MS 217 7/24/2019
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