The term marketing mix has been used by marketing managers for a long time.
The concept of the marketing mix has gained universal acceptance. It is important
for hospitality marketing students to understand this concept, both
conceptually and strategically. This section outlines the major components of
the traditional marketing mix, and the next section covers the hospitality marketing
mix that was offered as an alternative for the industry. We will explain
the similarities and differences between the two approaches.
A successful hospitality organization is one that focuses on the needs and
wants of the consumers and markets the product-service mix of the operation.
Management of this type of operation involves integrating the components
of the marketing mix into a marketing program that will appeal to
potential consumers and meet the goals and objectives of the firm. The following
sections will introduce the components of the marketing mix, which
will be discussed in more detail in Chapters 7–14