Online Instructor’s Manual to accompany
Marketing for Hospitality and Tourism Eighth Edition Phil Kotler John T Bowen James Makens Seyhmus Balogu
Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo
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ISBN-13: 978-0-13-521001-7 ISBN-10: 0-13-521001-1
www.pearsonhighered.com
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Table of Contents Chapter 1: Creating Customer Value and Engagement Through Marketing for Hospitality and Tourism ........................................................................................................................................... 1 Chapter Objectives ...................................................................................................................... 7 Teaching Suggestions ................................................................................................................. 7 Chapter Outline ........................................................................................................................... 9 Answers to In-Class Group Exercises....................................................................................... 13 Chapter 2: Services Marketing Concepts Applied to Marketing for Hospitality and Tourism .... 16 Chapter Objectives .................................................................................................................... 16 Teaching Suggestions ............................................................................................................... 16 Chapter Outline ......................................................................................................................... 18 Answers to In-Class Group Exercises....................................................................................... 19 Chapter 3: Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships ................................................................................................................................. 22 Chapter Objectives .................................................................................................................... 22 Teaching Suggestions ............................................................................................................... 22 Chapter Outline ......................................................................................................................... 24 Answers to In-Class Group Exercises....................................................................................... 28 Chapter 4: Analyzing the Marketing Environment ....................................................................... 30 Chapter Objectives .................................................................................................................... 30 Teaching Suggestions ............................................................................................................... 30 Chapter Outline ......................................................................................................................... 32 Answers to In-Class Group Exercises....................................................................................... 34 Chapter 5: Managing Customer Information to Gain Customer Insights ..................................... 37 Chapter Objectives .................................................................................................................... 37 Teaching Suggestions ............................................................................................................... 37 Chapter Outline ......................................................................................................................... 38 Answers to In-Class Group Exercises....................................................................................... 41
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Chapter 6: Consumer Markets and Consumer Buying Behavior.................................................. 46 Chapter Objectives .................................................................................................................... 46 Teaching Suggestions ............................................................................................................... 46 Chapter Outline ......................................................................................................................... 47 Answers to In-Class Group Exercises....................................................................................... 49 Chapter 7: Organizational Buyer Behavior................................................................................... 53 Chapter Objectives .................................................................................................................... 53 Teaching Suggestions ............................................................................................................... 53 Chapter Outline ......................................................................................................................... 54 Answers to In-Class Group Exercises....................................................................................... 56 Chapter 8: Customer-Driven Marketing Strategy: Creating Value for Target Customers ........... 59 Chapter Objectives .................................................................................................................... 59 Teaching Suggestions ............................................................................................................... 59 Chapter Outline ......................................................................................................................... 60 Answers to In-Class Group Exercises....................................................................................... 63 Chapter 9: Designing and Managing Products and Brands: Building Customer Value ............... 66 Chapter Objectives .................................................................................................................... 66 Teaching Suggestions ............................................................................................................... 66 Chapter Outline ......................................................................................................................... 68 Answers to In-Class Group Exercises....................................................................................... 71 Chapter 10: Internal Marketing ..................................................................................................... 75 Chapter Objectives .................................................................................................................... 75 Teaching Suggestions ............................................................................................................... 75 Chapter Outline ......................................................................................................................... 75 Answers to In-Class Group Exercises....................................................................................... 76 Chapter 11: Pricing: Understanding and Capturing Customer Value........................................... 79 Chapter Objectives .................................................................................................................... 79 Teaching Suggestions ............................................................................................................... 79 Chapter Outline ......................................................................................................................... 82 Answers to In-Class Group Exercises....................................................................................... 87 4
Chapter 12: Distribution Channels Delivering Customer Value .................................................. 90 Chapter Objectives .................................................................................................................... 90 Teaching Suggestions ............................................................................................................... 90 Chapter Outline ......................................................................................................................... 91 Answers to In-Class Group Exercises....................................................................................... 94 Chapter 13: Engagement Customers and Communicating Customer Value and Advertising ..... 96 Chapter Objectives .................................................................................................................... 96 Teaching Suggestions ............................................................................................................... 96 Chapter Outline ......................................................................................................................... 98 Answers to In-Class Group Exercises..................................................................................... 104 Chapter 14: Promoting Products: Public Relations and Sales Promotion .................................. 106 Chapter Objectives .................................................................................................................. 106 Teaching Suggestions ............................................................................................................. 106 Chapter Outline ....................................................................................................................... 107 Answers to In-Class Group Exercises..................................................................................... 110 Chapter 15: Professional Sales.................................................................................................... 112 Chapter Objectives .................................................................................................................. 112 Teaching Suggestions ............................................................................................................. 112 Chapter Outline ....................................................................................................................... 115 Answers to In-Class Group Exercises..................................................................................... 115 Chapter 16: Direct, Online, Social Media, and Mobile Marketing ............................................. 120 Chapter Objectives .................................................................................................................. 120 Teaching Suggestions ............................................................................................................. 120 Chapter Outline ....................................................................................................................... 122 Answers to In-Class Group Exercises..................................................................................... 126 Chapter 17: Destination Marketing............................................................................................. 128 Chapter Objectives .................................................................................................................. 128 Teaching Suggestions ............................................................................................................. 128 Chapter Outline ....................................................................................................................... 129 Answers to In-Class Group Exercises..................................................................................... 132 5