Part B
QUESTION 1
Case Study: Holiday Inn
Holiday Inn claims to be "The World's Most Global Hotel Company and has created several different business brands for a number of identified market segments. Our continued focus on guest preference has resulted in development of a range of brands, each serving a different market segment of the international hotel market ... providing a variety of services, amenities and lodging experiences catering to virtually every travel occasion and guest need.
Thus the service concept at Holiday Inn Express hotels focuses on value for money, offering competitive rates and limited service aimed at both leisure and business travellers. Holiday Inn Express provides, for example, a free continental breakfast bar, rather than table service, which reduces costs but meets the needs of guests wishing a light and fast breakfast. Holiday Inn's Staybridge suites focus on the long-stay guest, providing a variety of suites (from studio to several bedrooms) together with a variety of on-site services, such as laundry rooms, library and breakfast room. Crowne Plaza Hotels and Resorts provide „upscale lodging? to international discerning travellers, and the recently acquired Inter-Continental Hotels focus on providing five-star service and facilities.
Today hotels have started focusing on sustainable marketing to ensure long term profitability of the business and customer satisfaction. A large number of customers show increased environmental awareness and a preference for green firms and their products, revealing their willingness to purchase and pay more for environmentally friendly products/services.
You are required to answer the following questions-
(a) Discuss the type of marketing philosophy adopted by the company. Support your answer with examples from the case study
(b) From the above case study, identify and explain two types of market segmentations that you believe is being adopted by Holiday Inn
(c) Using the case study, discuss the effect of green marketing on the consumer purchasing behaviour at Holiday Inn
Part B
QUESTION 1
The unique characteristics of services significantly impact on the delivery of tourism and hospitality products. Discuss the four distinctive characteristics of services and illustrate them with reference to a service product of your choice.
QUESTION 2
A company needs to consider the marketing mix in order to meet their consumers' needs effectively. Using a Tourism or Hospitality organisation of your choice, discuss the importance and relevance of marketing mix strategies.
QUESTION 3
The marketing environment is defined as the actors and forces that affect the company's ability to develop and maintain successful transactions and relationships with its target customers. Identify and critically discuss the environmental factors that affect marketing decisions
QUESTION 4
Service quality focuses on satisfying customers' needs in the moments of truth during service encounters where the customers form perceptions of the service delivered/received
(a) Discuss the importance of service quality for the Tourism or Hospitality organization
(b) Identify and explain the service quality dimensions using a Tourism or Hospitality organisation of your choice. Illustrate your answer with appropriate examples