Marketing, Human Resources, and Culture

1. C H A P T E R C H A P T E R Marketing, Human Resources, and Culture 13

2. Defining Marketing • Marketing… • Finding out what guests’ wants and needs are • Providing the customer with solutions • “Creating customers and keeping them coming back”

3. Marketing Orientation • Marketing Orientation… • Customer needs • Understanding customers • Marketing research • Frequent reviews • Long-term planning

4. Marketing Orientation • Marketing Orientation (cont.)… • Customers’ perceptions • Interdepartmental cooperation • Cooperation with complimentary organizations • Change is inevitable • The scope of business is broadly set • Measurement and evaluation

5. Environmental Scanning • Scanning… • Economic • Social • Political • Technological

6. Market Planning ? ? • Planning… • Market assessment • Is there a need for a product • Market demand • Who are the users and how many • Competitor analysis • Who are they • What are they doing

7. Positioning • Positioning… • Establishing a distinctive place in the market and in the minds of potential guests • Examples • Four Seasons • Motel 6

8. Marketing Goals and Objectives • Marketing… • Specific goals for total enterprise and departments • Example • Increase occupancy by 8%

9. Marketing Mix… Place Product Price Promotion Partnership Packaging Programming People Marketing Mix

10. Place • Place… • Physical Plant • “Location, Location, Location” • Ellsworth Statler • Atmosphere

11. Product • Product… • Must meet the customer’s needs and wants • Example • Courtyard Inns by Marriott • http://www.courtyard.com • Feedback from customers is critical • Product life cycle

12. Price • Price… • Price = Value • Guests perception of equity • Determined in two ways • Comparative approach • Cost-plus approach $$$

13. Promotion • Promotion… • Advertising • Sales promotions • Merchandising • Personal selling • Public relations A New Year’s Eve Party!

14. Partnerships and Packaging • Partnerships… • Two or more hospitality/tourism organizations come together • Packaging… • Combine items or activities and sell them as a group • “Happy Meals” by McDonalds

15. Programming and People • Programming… • Camp Hyatt • http://www.hyatt.com • Disney Institute • http://www.disney.com • People… • “Yes I Can” by Radisson • Empowering employees

16. Sales • Sales… • Different than marketing • Focus is on product or service for sale • Sales department is organized based on organization • Sales blitzes

17. What is Human Resource Management? • Human Resources… • Attracting • Selecting • Orienting • Training • Developing • Evaluating

18. Job Descriptions • Descriptions… • Based on task analysis • Listing of the activities and outcomes expected of a person performing a job • Can be used as a legal document • Lists specific knowledge, qualifications, and skills

19. Productivity Standards • Standards… • Sales divided by labor costs • Example • Sales of $55,000 • Labor costs of $11,000 • Productivity equals 5 • For every dollar in labor • $5 in sales was generated

20. Recruitment and Selection • Recruitment and Selection… • Internal promotion • Employee referrals • Applicant files • Transfers within the company • Advertising • Colleges and Universities • Government-sponsored employment services

21. InterviewingWhat They Are Looking For? • Interviewing… • Dress • Mannerisms • Attentiveness • Attitude • Interest • Answers to questions

22. InterviewingWhat Should You Do? • Interviewing (cont.)… • Dress in a businesslike manner • Arrive early and smile • Stress your strengths • Do homework on the company • Ask appropriate questions • Write a thank-you note

23. Selection • Selection… • Several interviews • Testing • References • Medical examination • Drug screening test

24. Orientation • Orientation… • Corporation’s history • Benefits • Safety and fire prevention • Introduction of organizational chart • Rules and procedures

25. Training • Training… • Apprentice training • Simulation training • Certification training • On-the-job training • Off-the-job training

26. Performance Appraisal • Appraisal… • Comparison of employee’s work with standards • Positive attributes • Feedback to employees • Use as personal development plan • Establishing rationale for promotion/raise • Helping establish objectives for training

27. Performance Appraisal • Appraisal (cont.)… • Common distortions • Recent behavior influence • Halo effect • Like-me syndrome

28. Compensation • Compensation… • Total reward system including wages and benefits • Wages = hourly workers • Salaries = management/supervisor positions • Fair Labor Standards Act (FLSA)

29. Employee Retention • Retention… • Turnover equals the number of workers replaced in a given time period by the average number of employees needed to run the business • Replacement costs = $2,000-$5,000 per person • Industry turnover is better than 100% per year

30. Issues in Human Resources • Issues… • Equal Employment Opportunity (EEO) • Sexual harassment • ADA • Cultural diversity

31. Trends in Marketing and Human Resources • Trends… • Market orientation of human resources • Proactive in employment and staffing • Use of the Internet • Use of structured interviews • Relationship marketing • Partnering