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Chapter 3

Chapter 3. The Macro and Micro Environments of Hospitality Marketing. - Competitors - Customers. Macro Environment. - Economy - Society and culture - Politics - Technology - Ecology. Micro Environment. Hospitality Marketing. The Macro Environment. Economy Discretionary

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Chapter 3

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  1. Chapter 3 The Macro and Micro Environments of Hospitality Marketing

  2. - Competitors - Customers Macro Environment - Economy- Society and culture- Politics- Technology- Ecology Micro Environment Hospitality Marketing

  3. The Macro Environment • Economy • Discretionary • Squeeze effect

  4. The Squeeze Effect Fine Dining Theme Family Style Quick Service

  5. The Macro Environment • Economy • Discretionary • Squeeze effect • Society and Culture • Trends • Demographics

  6. Age Categories SeniorsBoomers Gen XGen Y Born ?? - 19451946-19641965-19781979-1994 Population 56 M 72 M17 M60 M Caucasian 85% 75%69%66% Defining idea DutyIndividualityDiversity Anything goes Education is Dream Birthright Way to getCulturalahead experience $ mgmt. Save Spend Hedge Spend

  7. Demographic Changes • Age • Working women • Family composition • DINKS

  8. The Macro Environment • Economy • Society and Culture • Politics • Technology • Ecology • Eco-efficiency

  9. Micro Environment • Competitors • Concentration vs. fragmentation • Customers • Societal influences • Personal situations • Psychological influences

  10. Societal Influences • Families • Culture • Subculture • Socioeconomic status • Reference group • Primary reference group • Secondary reference group • Aspiration group

  11. Personal Situations • Age • Life cycle stages • Psychographics • Activities, Interests, opinions (AIO)

  12. Psychological Influences • Perception

  13. Perception Forming Process Exposure Attention Comprehension Retention

  14. Psychological Influences • Perception • Attitudes • Personality • Ideal self-concept • Actual self-concept

  15. Buying Process • Problem awareness • Information search • Importance of the decision • Prior experience • Perceived risk

  16. Types of Risk • Financial risk • Social risk • Performance risk

  17. Buying Process • Problem awareness • Information search • Importance of the decision • Prior experience • Perceived risk • Sources of information • Alternative evaluation • Purchase decision • Post-purchase evaluation

  18. Consumer Problem-Solving Process Problem Awareness Information Search Alternative Evaluation Purchase Decision Post purchase Evaluation

  19. Problem-Solving Continuum Complex decision- making Habitual decision- making

  20. Macro Environmental Factors Micro Environmental Factors Variables Affecting Consumer Behavior • Economy • Society and culture • Politics • Technology • Ecology • Competitors • Customers • Societal Influences • Personal Situations • Psychological Influences Characteristics of the Buyer Buying Process

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