Russian catering market development trends in the sphere of tourism and hospitality

10.12737/4100 ◽  
2014 ◽  
Vol 8 (3) ◽  
pp. 72-79
Author(s):  
Антонина Соколова ◽  
Antonina Sokolova ◽  
Ольга Лапшина ◽  
Olga Lapshina
Keyword(s):  
Service Marketing ◽  
Marketing Strategies ◽  
Market Development ◽  
Development Trends ◽  
Market Capacity ◽  
Tourism And Hospitality

The article deals with the organization of catering market in Russia. The authors identify the specific characteristics of catering service marketing strategies as applied to tourism and provide an analysis-based forecast for the Russian catering market capacity.

Service marketing strategies and performances of tourism and hospitality enterprises: implications from a small border province in Thailand

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Piriya Pholphirul ◽  
Pungpond Rukumnuaykit ◽  
Teerawat Charoenrat ◽  
Akkaranai Kwanyou ◽  
Kitisak Srijamdee
Keyword(s):  
Low Income ◽  
Lao Pdr ◽  
Service Marketing ◽  
Marketing Strategies ◽  
Sales Promotions ◽  
Content Type ◽  
Online Social Media ◽  
Study Results ◽  
Tourism And Hospitality ◽  
The Impact

PurposeThe objective of this study is to determine how service marketing strategies affect enterprises in the tourism and hospitality industry, especially, operators in small towns that are not tourism destinations and visited only by small numbers of tourists.Design/methodology/approachThis study investigates the impact of 4P strategy implementation on the potential and profitability of service operators in Nong Khai Province, Thailand, by using an econometric model and defining dependent variables in order to classify firm performance into 3 areas, namely, (1) revenue, (2) cost/expense and (3) profit—in log form.FindingsStudy results show that tourism and hospitality service operators have to place emphasis on “development,” starting from upstream processes such as research and development and utilizing local wisdom and reflecting cultural identities as well as focusing on downstream activities, including adoption of modern media. At the same time, operators should also emphasize marketing and sales promotions as well as seek publicity through websites and online social media in parallel with developing downstream activities.Research limitations/implicationsThis paper only focuses on Nong Khai Province as the research area because, first, Nong Khai has a relatively low income per capita and is located in Thailand's Northeast, the country's poorest region. Second, Nong Khai is a border province, adjacent to the Lao PDR, and thus there are numerous tourists from the Lao PDR and overseas countries who travel in and out of the province through the Thailand–Lao border checkpoints.Practical implicationsRelevant government agencies should provide support throughout the development process from upstream to downstream in order to upgrade the potential of tourism and service operators in this small province by incorporating local identities used for creation of service products and by supporting marketing and sales promotions whether in the form of organizing various exhibitions events, publicity via the Internet, etc.Social implicationsRaising service standards of an organization and developing an acceptable quality brand and setting fair prices without taking advantage of consumers were strategies that played important roles. This set of strategies was implemented together with a development strategy for people also through the process of team building and knowledge management, including skill development through a training system, which also played an important role toward the sustainability of tourism and hospitality enterprises in Nong Khai Province.Originality/valueIt is believed that this paper is the first study to apply Stan Shih's innovation smiling curve in a small border province of Thailand. This study could shed the light for tourism and hospitality enterprises in a small and poor town in attempt to be the sustainability.

Developing Service Marketing Through Successful Involvement of Customer

2015 ◽  
Vol 2 (1) ◽  
pp. 6
Author(s):  
_______ Naveen
Keyword(s):  
Relationship Marketing ◽  
Service Marketing ◽  
Marketing Strategies ◽  
Customer Relationship ◽  
Successful Implementation ◽  
Process Automation ◽  
Customer Contact ◽  
Use Of Technology ◽  
Marketing Systems ◽  
Technological Means

Customer Relationship Management has its roots in service marketing which is based in turn on the formative work of Berry (1983) and the IMP. Its purpose is to integrate marketing, sales and service functions through business process automation, technological solutions and information resources to maximize each customer contact. In this way service marketing systems facilitate relationships among enterprises, their customers, suppliers and employees and so provide the technological means to put relationship marketing philosophy into practice. Organizations that fail to keep up with competitor’s service marketing capabilities risk being seriously disadvantaged. However, the use of technology on its own is not sufficient and firms must combine developments in IT with a philosophy that calls for the re-organisation of the entire firm around its customers. This shift will not be easily achieved. Our purpose, based on collaborative Canfield/CSC Computer Sciences Corporation studies, is to identify the pitfalls, and offer advice on the successful implementation of service marketing systems in support of relationship marketing strategies, including an audit of the organization’s readiness to proceed. 

Service Marketing Strategies for Small and Medium Enterprises

2019 ◽  
Author(s):  
Muhammad Sabbir Rahman ◽  
Mahmud Habib Zaman ◽  
Md Afnan Hossain
Keyword(s):  
Small And Medium Enterprises ◽  
Service Marketing ◽  
Marketing Strategies ◽  
Medium Enterprises

Can you balance the gaps? Ambidexterity in service firms

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Christina Öberg ◽  
Beata Kollberg
Keyword(s):  
Market Development ◽  
Service Firms ◽  
Technological Advancement ◽  
Time Schedule ◽  
Content Type ◽  
Customer Involvement ◽  
Hospitality Firms ◽  
Collaborative Interaction ◽  
Tourism And Hospitality

PurposeAmbidexterity refers to the ability to balance contradictory items and has been extensively described in relation to technological advancement in large-sized manufacturing firms. Few studies on hospitality and tourism firms have described the balancing of innovative developments, often focusing on the operational level of firms. Ambidexterity could though be understood also in dimensions of customer/market development and collaborative interaction. This paper describes and discusses ambidexterity in the dimensions of technological advancement, customer/market development and collaborative interaction in service firms to inspire this debate and bridge the gap between strategy and the service field.Design/methodology/approachA case study describing a service firm's 25-year development functions as the empirical source of inspiration to understand how service firms also in tourism and hospitality sectors would work with strategies and their developments related to technology, customers and collaboration. The case study is analysed using an activity-based time schedule to capture dimensions of ambidexterity and how they are linked to one another.FindingsThe findings indicate how the service firm balanced exploitation and exploration over time, rather than allowing such activities to occur simultaneously and in parallel. Generally, the firm only managed to explore in one dimension at the time.Originality/valueThe paper broadens the lens on ambidexterity to include collaboration and customer involvement and the link among the various dimensions of ambidexterity. It also discusses how ambidexterity in these dimensions may be handled by service firms so as to inspire strategic developments among tourism and hospitality firms.

Exploring the Dimensions of Service Marketing for Telecom Services: A Study of Rural Consumers in Bihar State

2015 ◽  
Vol 9 (1and2) ◽  
Author(s):  
Ms. Amrita Pritam ◽  
Dr. Narendra Sharma ◽  
Mr. Devendra Sharma
Keyword(s):  
Service Marketing ◽  
Marketing Strategies ◽  
Product Price ◽  
Telecommunication Services ◽  
Physical Evidence ◽  
Rural Market ◽  
Place Promotion ◽  
Rural Consumers ◽  
Traditional Approaches ◽  
Bihar State

The paper examines different marketing strategies which are being adopted by marketers in order to promote the telecommunication services in terms of 7 Ps of service marketing i.e. product, price, place, promotion, people process, physical evidence. The rural market is growing at the rate of 10-14% whereas urban demand is either static or contracting. Marketing strategy to penetrate the rural segment is somewhat different from that of urban segment. In this context, the paper attempts to find out the various dimensions within the 7 P’s of service marketing which rural consumers value when they buy telecom services. A survey research design was adopted and the study was conducted in villages of two districts of Bihar state. Exploratory factor analysis was applied on the collected data so as to find out the various dimensions related to rural market for telecom players. The results suggest that managers were required to go beyond traditional approaches to serve the rural consumer.

Evolution of the perception of marketing. Marketing strategy design

2019 ◽  
Author(s):  
Валерий Грушенко ◽  
Valyeriy Grushyenko
Keyword(s):  
Marketing Strategy ◽  
Customer Orientation ◽  
Service Marketing ◽  
Marketing Strategies ◽  
Marketing Plan ◽  
Teaching Activities ◽  
Strategic Plans ◽  
Strategy Design ◽  
Business Orientation

The material presented in the publication is the result of many years of research and practical consulting and teaching activities in the field of design and application of modern principles and methods of marketing, in particular, strategic plans and strategies. The manual analyzes the evolution of concepts and the role of marketing in the management of the company. Special attention is paid to the two concepts of marketing proposed by the author: the concept of orientation business and service marketing on the product as the main source of income and the concept of business and marketing in customer orientation, performing the role of the main source of income of the firm. The book reveals the methods, models and methods of designing marketing strategies and marketing plan, taking into account the selected business orientation, acquired in practical consulting activities. The manual can be recommended to students in the study of General theoretical management disciplines "Fundamentals of management", "Marketing", as well as undergraduates and specialists in the field of management in the study of applied courses on the design of General corporate and marketing strategies.

scholarly journals Impact of marketing environment on development of hotel industry at present stage

2020 ◽  
Vol 2020 (4) ◽  
pp. 113-122
Author(s):  
Tatyana Aleksandrovna Makarova ◽  
Ekaterina Valeryevna Abakumova ◽  
Olga Viktorovna Tkachenko
Keyword(s):  
Hospitality Industry ◽  
Hotel Industry ◽  
Marketing Strategies ◽  
Present Stage ◽  
Successful Operation ◽  
Marketing Environment ◽  
Tourism Sector ◽  
Tourism And Hospitality Industry ◽  
Tourism And Hospitality ◽  
The Impact

The article considers the problem of studying the influence of the marketing environment on the development of the hotel industry at the present stage. An overview of the global hotel market is given, the main indicators of collective accommodation facilities in the Russian Federation over 2010–2019 are illustrated. The influence of the marketing environment on the development of the hotel industry at the present stage is revealed. The marketing environment of the tourism and hospitality industry has been studied, the most optimal methods for forecasting demand for hotel services have been identified, and recommendations for creating business planning algorithms in the hotel business have been developed. Attention is drawn to the fact that the business is currently experiencing a crisis caused by the pandemic. The statistical data are provided to compare the state of the market before the pandemic and at the end of the first half of 2020. There have been considered the legislative innovations aimed at stimulating the demand for tourist services. The analysis of the marketing environment of hotels in Astrakhan is carried out. There has been studied the impact on the development of the hospitality industry of such marketing strategies as cost reduction strategy, survival strategy, strategy of maximum and minimum prices, strategy of winning the market or part of it, and innovation strategy. The results of implementing these strategies in business have been analyzed. The most of the existing marketing strategies are designed to maximize income and increase sales; in modern conditions the leading principle of the development of the hospitality industry is keeping the company in the market. For the successful operation and profitability of the hotel business it is necessary to apply combined marketing strategies that are individual for each enterprise in the tourism sector.

scholarly journals THE EVOLUTION OF EDUCATIONAL MARKETING

10.26458/1744 ◽  
2017 ◽  
Vol 17 (4) ◽  
pp. 37-45 ◽  
Author(s):  
Natalia Manea ◽  
Mihaela PURCARU
Keyword(s):  
Social Marketing ◽  
Service Marketing ◽  
Marketing Strategies ◽  
Conceptual Level ◽  
Educational Marketing ◽  
State Budget ◽  
Non Profit ◽  
Financial Benefits ◽  
The Social

The association of the term ‘educational’ to the term ‘marketing’ generates a specialized domain, by applying methods, politics and marketing strategies in the area of education. Due to the cultural, social and complex role of the education, educational marketing represents a part of the services marketing, the social marketing and the non-profit organizations. By offering mandatory educational services, financed from the state budget, the school units, through their activity, respect the principles of social marketing, regardless of the financial benefits that result from the provision of these services.  This article aims to place educational marketing below the conceptual level in the field of service marketing; the reference works in the field of educational marketing are not many, a consequence of the fact that this is a new field.

scholarly journals The Future of Market Segmentation and Relationship Marketing in the Tourism and Hospitality Sectors

2006 ◽  
Vol 1 (1) ◽  
pp. 1-14
Author(s):  
Susan Horner
Keyword(s):  
Relationship Marketing ◽  
Market Segmentation ◽  
Marketing Strategies ◽  
Discrete Groups ◽  
New Approach ◽  
Ethical Debate ◽  
Behavioural Characteristics ◽  
The Future ◽  
Tourism And Hospitality Industry ◽  
Tourism And Hospitality

There has been much written about the different methods of market segmentation in relation to the tourism and hospitality industry. Tourism and hospitality organisations have increasingly tried to devise ways of categorising consumers into discrete groups, understanding their behaviour in a variety of ways, and reflecting these findings in appropriate marketing strategies. This paper uses illustrative examples that have been researched to show that the new approach to market segmentation should be based on psychographic and behavioural characteristics, and considers the relevance of relationship marketing in the context of the post-modernist era and growing ethical debate. The paper concludes with a review of the future for branded tourism and hospitality organisations and suggests that an understanding of consumer behaviour should become the central focus for future commercial success  

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