Marketing in Hospitality Y/601/1793

LO1 Understand the concepts of marketing in a services industry context

Understand the concepts of marketing in a services industry context Core concepts: definition of marketing, customer needs, wants and demands, product and services markets, value, customer satisfaction/retention, quality, cost/benefits, efficiency/effectiveness, profitability, the growth of consumerism, strategic/tactical marketing, reasons for growth, marketing as a business philosophy, relationship marketing, changing emphasis of marketing Marketing environment: micro environment of the company; stakeholders eg suppliers, intermediaries, owners, financiers, customers, competitors, local residents, pressure groups; macro environment demographics eg economy, society, ecology, technology, politics, legal, culture; strengths, weaknesses, opportunities and threats (SWOT) analysis; political, economic, social, technical (PEST) analysis; Porter’s competitive forces Consumer markets: central role of the customer, customer culture, models and types of behaviour, consumer orientation (internal and external), competitor orientation, decision process, value chain, value and satisfaction, long-term relationships Market segmentation: principles of segmentation, targeting and positioning, segmentation bases eg geographic, demographic, behavioural, lifecycle stage, income, gender Ethics and social responsibility: sustainability, social audit, public relations, legal and regulatory considerations, public policy, third world issues, trends eg green issues, environmentalism, pressure groups Services industry context: contexts eg hospitality, travel, tourism, sports, leisure, recreational industries, public, private, voluntary (not-for-profit) sectors                 digital enterprise

1.1 discuss concepts of marketing for a relevant services industry

1.2 assess the impact of the marketing environment on the industry

1.3 evaluate the relevance of consumer markets in the industry

1.4 discuss the rationale for developing different market segments

LO2 Understand the role of the marketing mix

Understand the role of the marketing mix Marketing mix elements: nature and characteristics of products and/or services, service quality, people, partnerships, programming, packaging Products/services: characteristics, features/benefits, product strategy/mix, lifecycle, development processes, test-marketing (simulated and controlled), concept development and testing, unique selling points (USPs), branding Place: distribution channels, customer convenience and availability, physical distribution and logistics, niche marketing, vertical/horizontal integration, impact of technology, franchising, ethical issues Pricing: strategies eg skimming, penetration, product mix, price adjustments, competitor analysis, policy eg cost-plus, break-even, value-based, competition-based, variable, price setting considerations; factors affecting pricing decisions eg demand elasticity, competition, ethics

2.1 assess the importance of components of the marketing mix to the industry

2.2 analyse pricing strategies and policies in relation to the industry

LO3 Be able to use the promotional mix

Be able to use the promotional mix Promotional mix: role eg public relations, sponsorship, personal selling, advertising and sales promotions, branding, effective communications, communication channels, online marketing, promotional-mix decisions, budgetary considerations, monitoring and evaluating promotions Advertising: objectives, methods, reach, frequency, impact, creating copy, costs and budgeting Campaign: format, objectives, target market, evaluation Sales promotion: aims and objectives, reasons for growth, methods, tools, limitations, branding and merchandising, evaluation

3.1 evaluate the role of the promotional mix

3.2 plan an advertising campaign for a services industry operation

3.3 analyse the role that sales promotion and public relations play in promotional efforts

LO4 Understand the marketing cycle in a services industry environment

Understand the marketing cycle in a services industry environment Research and information: relevance, new and existing products, services and markets; market information systems, defining the market, measuring current demand, the marketing research process, forecasting and demand measurement, positioning of products and services, quality as an influence on customer perceptions Data collection and analysis: needs, wants, location, focus group, primary research eg questionnaires, surveys, interviews, samples; secondary research eg internal records, statistics, published information, government publications, industry journals, qualitative/quantitative data, analysis, evaluation Communications: range of media eg television, newspapers, magazines, radio, billboards, and posters; suitability for specific products, services and markets Marketing plan: implementation, timescales, costs, evaluation eg objectives, revisions, and outcomes

4.1 discuss the relevance of market research to services industry operations

4.2 undertake market research for an appropriate product or service

 4.3 analyse the suitability of different media for marketing an appropriate product or service

4.4 evaluate the implementation of the marketing plan for an appropriate product or service
Unit 26: Facilitating Change in Health and social care