© 2009 South-Western, Cengage LearningMARKETING 1 CHAPTER 14 Hospitality and Recreation Marketing...
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© 2009 South-Western, Cengage Learning MARKETING MARKETING 1 CHAPTER 14 Hospitality and Recreation Marketing Research Event Purpose The Hospitality and Recreation Marketing Research Event provides an opportunity for participants to demonstrate skills needed by management personnel. Hospitality and recreation marketing includes marketing and management functions in a business primarily engaged in satisfying customers’ desire to make productive or enjoyable use of leisure time.
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Transcript of © 2009 South-Western, Cengage LearningMARKETING 1 CHAPTER 14 Hospitality and Recreation Marketing...
© 2009 South-Western, Cengage LearningMARKETINGMARKETING
1
CHAPTER 14
Hospitality and Recreation Marketing Research Event
PurposeThe Hospitality and Recreation Marketing Research
Event provides an opportunity for participants to demonstrate skills needed by management personnel.
Hospitality and recreation marketing includes marketing and management functions in a business primarily engaged in satisfying customers’ desire to make productive or enjoyable use of leisure time.
© 2009 South-Western, Cengage LearningMARKETINGMARKETING
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CHAPTER 14
Hospitality and Recreation Marketing Research Event
ScenarioA customer service gap is the difference between
customers’ expectations of a service and the actual service they receive.
The Hospitality and Recreation Marketing Research Event requires participants to select a hotel or restaurant and analyze the customers’ perceptions of service they receive from the business.
(continued on the next slide)
© 2009 South-Western, Cengage LearningMARKETINGMARKETING
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CHAPTER 14
Hospitality and Recreation Marketing Research Event
ScenarioParticipants will survey current customers and
prospective customers to determine their expectations of the hospitality business.
Participants will then develop a customer service/promotion campaign to expand the customer base using the most cost-effective media available.
(continued from the previous slide)
© 2009 South-Western, Cengage LearningMARKETINGMARKETING
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CHAPTER 14
Hospitality and Recreation Marketing Research Event
DescriptionProject can be completed by one to three members.You will have ten minutes to present your project and
five minutes to answer the judge’s questions.The written project consists of the following parts:
Executive SummaryIntroductionResearch Methods Used in the Advertising Media AnalysisFindings and ConclusionsProposed Institutional Promotion CampaignBibliography and Appendix
© 2009 South-Western, Cengage LearningMARKETINGMARKETING
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CHAPTER 14
Hospitality and Recreation Marketing Research Event
Performance Indicators EvaluatedDesign an advertising media analysis.Conduct an advertising media analysis.Prepare an institutional promotion campaign to
improve public perception of a business.Analyze results from the research and identify the
most cost-effective advertising media available.Present the research findings and institutional
promotion campaign to the company.
