The Macro and Micro Environments of Hospitality Marketing

1
Chapter 3

• The Macro and Micro Environments of Hospitality
  Marketing

2
- Economy- Society and culture- Politics-
Technology- Ecology
Macro Environment

• - Competitors - Customers

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
Seniors Boomers Gen X Gen
Y Born ?? - 1945 1946-1964 1965-1978
1979-1994 Population 56 M 72 M
17 M 60 M Caucasian 85 75
69 66 Defining idea Duty
Individuality Diversity Anything goes Education
is Dream Birthright Way to get
Cultural ahead 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

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Personal Situations

• Age
• Life cycle stages
• Psychographics
• Activities, Interests, opinions (AIO)

12
Psychological Influences

• Perception

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Perception Forming Process
Exposure
Attention
Comprehension
Retention
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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

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Types of Risk

• Financial risk
• Social risk
• Performance risk

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Buying Process

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

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Consumer Problem-Solving Process
Problem Awareness
Information Search
Alternative Evaluation
Purchase Decision
Post purchase Evaluation
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Problem-Solving Continuum
Complex decision- making
Habitual decision- making
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Variables Affecting Consumer Behavior

• Macro Environmental
• Factors

• Micro Environmental
• Factors

• Competitors
• Customers
• Societal Influences
• Personal Situations
• Psychological Influences

• Economy
• Society and culture
• Politics
• Technology
• Ecology

Characteristics of the Buyer
Buying Process