Hsu, Cathy H. : Kansas State University-Manhattan, Kansas

CATHY H. C. HSU, is Associate Professor in the Department of Hotel, Restaurant, and Institution Management and Dietetics at Kansas State University in Manhattan, Kansas.

Powers, Tom : University of Guelph-Ontario, Canada

TOM POWERS, widely recognized for his pioneering work in hospitality education, is Professor Emeritus at the School of Hotel and Food Administration at the University of Guelph in Ontario, Canada.

This book was writte primarily for stude ts i hospitality management programs. Most of these students will work in the industry; many of them already do. Because of the way hospitality businesses are structured, the overwhelming majority of graduates will spend their careers on the operations side of the business. The focus of this text, however, is marketing, not really an activity separate from operations but an integral part of it, especially at the unit level. Therefore, we combine attention to the theories and knowledge of marketing with a strong emphasis on applications in hospitality operations.

Certainly, the body of theory and knowledge is important to students. However, being able to put practical experience together with a sound grasp of theory is even more important. After (or even before) graduation, most students will work for a multiunit company, either a chain or a franchise organization. This larger context requires a comprehension of the strategies and planning of the business so that managers can implement such strategies with proper knowledge and an understanding of their purpose. The design of this book strives to help students develop the necessary knowledge through a logical presentation and explanation of concepts and theories and to provide students with real-life examples to help them bridge the gap between theory and practice.

The more immediate concern of graduates and working students is the challenge of day-to-day unit operations, where most people spend several years before moving on to corporate responsibilities. Because of the importance of achieving success at the unit level, this text places significant emphasis on trade sources, such as industry conferences, and the collective wisdom of practitioners garnered from their years of practical experience. The framework for these practical applications, naturally, is provided by the academic knowledge of marketing.

This book was also written for professors who teach hospitality marketing. This text, designed for a one-quarter or one-semester course, can be used in either one of the two types of marketing classes. Most hospitality curricula include two courses in marketing. The first is a principles of marketing course. Marketing Hospitality provides the basic foundations of marketing theory necessary for the introductory course when it is taught by hospitality faculty. In many programs, however, the introductory course is taught by business faculty. Hospitality faculty then teach a second course, often called Hospitality Marketing Management or Advanced Hospitality Marketing. This text is suitable for this second course taught by instructors who wish to emphasize the applications of marketing.

A valid concern of instructors is the usefulness and effectiveness of a textbook. Before working on this third edition, a survey of hospitality marketing instructors was conducted to identify desired topics, appropriate approaches, and preferred, add-ons of a hospitality marketing textbook. Hospitality students learning styles have also been researched (by the lead author Cathy H. C. Hsu) over the past 10 years. The findings indicate that hospitality students learn best through hands-on experiences and practical application of ideas. Preferences of both instructors and students were taken into consideration and incorporated into the design of this book. It is only appropriate for authors of a marketing textbook to understand end users needs and wants because of the very nature of the subject matter a subject that focuses on how to satisfy consumers.

Both of us have used the first and second editions of this text in the classroom for several years and have been pleased with students reactions. Students (even anonymously) have indicated that they liked the book and found it easy to read. Other instructors who have used the book report similar results. Instructors also like the industry examples and discussion, the detailed and current information, and the overview of the industry. We have worked hard to maintain the strengths of the book. Significant emphasis has been placed on industry examples in the main body of the text. In addition, case studies are used to develop students awareness of contemporary issues and practices related to the subject matter of the various chapters. Examples are drawn primarily from foodservice and lodging operations. When practices are different in the two sectors, topics are analyzed separately. Additional illustrations are derived from travel and tourism businesses such as airlines, casinos, and tour operators.

To reflect instructors preferences and changes in service marketing practices, virtually all chapters have been rewritten and reorganized. Students are provided with an overall picture of the marketing activities in hospitality organizations in Chapter 1. Chapter 2, Hospitality Services, was added to offer a systematic review of the differences between products and services. Students are introduced to the differences early so that they will have a more focused perspective when evaluating the internal and external environmental factors as reviewed in Chapter 3. The discussions of consumer behavior and marketing research in Chapters 3 to 5 have been expanded to include a more detailed examination of the underlying principles.

Chapter 6, on marketing strategy, has also been redesigned to focus on the increasingly important issue of strategic planning. Students are then taken through a step-by-step process of developing a marketing plan in Chapter 7. The discussion of marketing mix elements has been updated to reflect current industry practices. The yield management concept is explained in more detail, and the actual calculation of pricing has been minimized, based on the suggestions of a number of instructors. The emphasis in the second edition on branding, distribution, and unit-level marketing is retained in this edition. A list of Internet resources is provided at the end of each chapter, allowing instructors and students to visit the Web sites of the various companies and associations mentioned in the chapters.

An Instructor's Manual (ISBN 0-471-35737-5) with test questions accompanies this textbook. The Instructor's Manual includes course syllabi, objectives, lecture outlines, key words and concepts with definitions, Internet exercises, answers to the Discussion Questions in the textbook, and Classroom Discussion Exercises. In addition, there are several Field Research Projects. The Test Bank and PowerPoint slides are available to qualified adopters at www. wiley.com/college.

Cathy H. C. Hsu

March 2001

Marketing Hospitality has helped thousands of students gain the knowledge they need to meet the competitive challenges of the hospitality industry. Now this Third Edition keeps the book in line with the latest developments in this rapidly changing field-with updated information, new case histories, and fresh examples drawn from a broad range of hospitality operations.

Combining marketing theory with a strong practical emphasis on industry applications, Marketing Hospitality, Third Edition offers superior coverage of marketing as an integral part of operations, especially at the unit level. Beginning with an overview of hospitality marketing, products, and services, it guides readers through the basics of marketing research, segmentation, and targeting, as well as branding, distribution, location, pricing, and communication. A powerful feature of the book is its strong coverage of marketing planning and strategy, including clear step-by-step guidance on developing an effective marketing plan.

Easy to read and use, Marketing Hospitality, Third Edition offers a complete set of valuable pedagogical tools to facilitate learning and further study, from chapter-end summaries, reviews of key words and concepts, and Internet resources to discussion questions and references.

As marketing becomes increasingly important to the success of today's businesses, Marketing Hospitality, Third Edition gives future hospitality professionals an important career-building resource for virtually every area of the field.

Marketing�Everybody's Job
Hospitality Services
The Macro and Micro Environments of Hospitality Marketing
Segmenting and Targeting Markets
Marketing Information and Research
Marketing Strategy
Marketing Planning
The Hospitality Product
Place in Hospitality Marketing: Distribution
Place in Hospitality Marketing: Location
The Price of Hospitality
Marketing Communication: Advertising
Marketing Communication: Sales Promotion, Public Relations/Publicity, and Personal Selling
Marketing at the Unit Level

Summary
Key Words and Concept
Resources on the Internet
Discussion Question
References