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Hotel Marketing에 관한 조사.

Copyright by Jake KIMHow does marketing research identify potential customers?Customer analytics has evolved from simply reporting customer behavior to segmenting customers based on their profitability, to predicting that profitability, to improving those predictions because of the inclusion of new data, to actually manipulating customer behavior with target-specific promotional offers and marketing. (How to Use Predictive Analytics in the Casino Industry | eHow.com | Andrew Pearson)By individualized marketing, customers would feel they are valued and Casino do not have to waste their money to unattractive customers. To identify attractive customers (who is potentially profitable), Casino collects customer’s information during their stay. The information includes many categories that would be used for the customized service and marketing. (Duration of slot/table play, amount of money spent, gender, age, place of residence. etc). Then, the information is consolidated to maximize the promust be established on the Law of Privacy Principles. To avoid the unnecessary invasion of customer privacy, many Casinos have always been committed to maintaining the accuracy, confidentiality, and security of your personal and corporate information. For example, Vintage Gaming World, indicates the Privacy Principles on their website. They identify the purposes of collecting information and get consent from the customers. Also, they explained they limit the collection of information and its use, to ensure customers this is for their marketing purpose only.참조 01 : (Privacy Principles from Vintage Gambling Website)AccountabilityVintage Gaming World is responsible for maintaining and protecting customer information under its control.Identifying PurposesThe purposes for which customer information is collected shall be identified before or at the time the information is collected.ConsentThe knowledge and consent of the customer are required for the collection, use or disclosure of customerhe purposes for which it is to be used.Safeguarding Customer InformationCustomer information must be protected by security safeguards that are appropriate to the sensitivity level of the information.OpennessVintage Gaming World is required to make information available to customers concerning the policies and practices that apply to the management of their information.Customer AccessUpon request, a customer shall be informed of the existence, use and disclosure of their information, and shall be given access to it. Customers may verify the accuracy and completeness of their information, and may request that it be amended, if appropriate.Handling Customer Complaints and SuggestionsCustomers may direct any questions or inquiries with respect to the privacy principles outlined above or about our practices by contacting the designated person(s) accountable for privacy at Vintage Gaming World.참조2: These are the laws related to the collection of personal information.개인정보 수집/ 이용 단계 침해유형 위반 법률re than other industry segments?Unlike financial companies can send their marketing material to random people, even to toddlers, Casino’s marketing is restricted by strict gambling law which means Casino do not suppose to send direct marketing material to underage people. Consequently, the marketing focuses to who actually visited their Casino.Also, as one of the hospitality industries, Casino needs to collect the customers’ information on more personal (smaller/detailed) level for the customized service. For example, Mr. Lee always requires a bottle of Cristal while his staying at the Casino and it is recorded to the customer database. Casino is able to provide the optimum service with information on his favorite drink and to make Mr. Lee feel satisfied and valued.Moreover, Casino service needs to consolidate data from larger field to target specific customers with appropriate offers and promotion. Like the Topliff couple in case study, certain promotions are offered to certain customnagement.Increasing profitability (through grading, targeting, and retention).As above, CRM shows its impact in various way. Firstly, the small piece of customization, will go a long way to help customers feel valued. Secondly, Targeting various customers with the right promotional offers is a critical function of CRM. Thirdly, not only is CRM effective for Casino Marketing purpose, CRM is also effective for all other departments that touch the customer. CRM system can provide all the information about the customer to the other casino. So when that customer arrives at the other casino, the staff can welcome the customer and provide to that customer’s need. Throughout those strategies, the customers would feel they are special and valued and the satisfaction of customers would incline.In financial aspect, CRM minimizes the unnecessary wastage by direct marketing. Gartner Group (2001)’s research suggested that “a positive correlation between a company’s CRM maturity and it profitability.ce.”

경영/경제| 2013.03.09| 7페이지| 5,000원| 조회(80)

마케팅, 호텔, 호텔마케팅, 영문리포트, 사이테이션

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서비스품질경영사례

1. Customer Satisfaction Management (CSM-고객만족경영)1.1 고객만족의 개념“고객만족은 마케팅사고의 중심적 개념으로서 1970년대 이후 끊임없이학계와 기업체로부터 주목을 받아왔다.”(이정학, 2010) “고객만족(CS:Customer Satisfaction)이란 고객의 필요와 기대에 부응하여 그 결과로제품이나 서비스의 재구입이 이루어지고 아울러 고객의 신뢰감이 연속되는상태를 말한다. 고객만족경영(Customer Satisfaction Management)은제품과 서비스에 대하여 고객에게 만족을 주기 위하여 만족도를 정량적으로측정하고, 그 결과에 따라서 제품과 서비스 그리고 사내 풍토를 조직적이고,지속적으로 개선 및 개혁을 해 나가는 것을 중심과제로 삼는 것을 말한다.따라서 고객만족경영이란 고객을 최우선적으로 생각하고, 제품 및 서비스를고객에게 판매하는 것이 아니라 만족을 고객에게 판매한다는 사고를 말하며,고정고객을 확보하여 지속적으로 제품과 서비스를 구입하도록 하는 것이 그목적이다.”(이정학, 2010)1.2 고객만족의 의의고객은 통상적으로 회사의 제품을 구입하고 서비스를 받는 객체인외부고객과 그 회사에 종사하는 종자원들, 그리고 잠재 된 고객들인내부고객으로 나뉜다. 고객만족은 단순히 외부고객에게만 한정 된 것이아니라 내부고객인 종사자에게도 만족을 주는 행위이다.<중 략>2.1 배경가. 은행소개 및 경영이념1) 은행소개1929. 07 : 조선저축은행으로 설립1950. 05 : 한국저축은행으로 행명 변경1958. 12 : 주식회사 제일은행으로 행명 변경1979. 01 : 연수원 개원1985. 08 : 전산센터 준공1987. 10 : 본점 신축이전(현 본점소재지)1999. 12 : 뉴브리지 캐피털에 경영권 이양2005. 04 : Standard Chartered. 제일은행 주식인수(지분율 100%)2005. 11 : SC제일은행 통합완료SC제일은행은 연혁에서 언급되었듯이 일제하 한국 최초의 은행이었다.Standard Chartered에 훗 날 인수되었고 글로벌 표준을 은행문화에 도입함으로써 금융시장에서 변화와 개혁의 상징이 되었다.

경영/경제| 2013.03.10| 26페이지| 5,500원| 조회(300)

청주대, 품질경영, 서비스품질경영, Customer sevice

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Consumer Behavior(Frigidire Company)

Theory of Consumer Behavior in Hotel and RestaurantAnalysis Frigidaire Company new product marketingwith comparing Consumer BehaviorCopyright by Jake KIMI am going to write an assignment about the case study “Frigidaire Company” based on ‘Consumer Behavior’. Before writing it, I will summarize the case study briefly.About Frigidaire CompanyThe Frigidaire Company is famous with many kinds of house electronic machines such as freezers, ranges, dishwashers and washing machines in the U.S.A. Recently, the company has been faced with some problems that are related with invention of new style washing machine which is called ‘front-loading (horizontal axis)' washing machine. Front-loading machine is new& high technology, and in Europe, it has already been popular. However, the invention projects of the company have almost been failed in markets of the U.S.A. There are some significant reasons among many failed reasons. Firstly, many of the Americans did not like it because they thought that fnt and General Manager of the Laundry products Division, decided to make a marketing team, and started to build new marketing strategies with the team for success.Theory (based on Consumer Behavior, Henry Assael, February 2004)Owing the case study, one thing is important that U.S consumers, who used a laundry machine, have had negative perceptions. Since the front-loaders have never been existed in the U.S.A market, it was very unfriendly with consumers. As a result, by leak of using experience, consumers have negatively built their attitude with distrust of functions of the machine.AttitudesBy the text book, Attitudes toward brands are based on long term of consumers’ experience and memory. Frigidaire failed initial sales of new machine because consumers in the U.S.A have had high brand loyalty to conventional one (top-loader), and they were not friendly with new machine. Since customers believed that vocabulary of brand beliefs for a front-loading (see Table 1.1) machine did not appet-loading technology; (2) take advantage of the environmental and energy concerns of consumers; (3) provide close personal contact and attention to customers.1 These efforts of the company show that Frigidaire did not only tried to change consumers’ attitudes, but also changed their prejudices (perceptions), and Its importance.Table 1.1Vocabulary of brand beliefs for a front-loading machineProduct attributesProduct benefitsFeature content(Washing) Time contentPerformance and CapacityEcologic ContentOffer four features(see case5, Pg 78)Reducing drying time(due to high rpm motor)Tumbled action(better washing performance)more capacity(than Top-loaders)Saved on energy costs and waterDemographicsMarketer use demographics to describe and better understand existing and potential users of their products. (Consumer Behavior, Pg. 262) Bill Topper and his management team found that the most importance points were to understand potential consumers’ needs and wants. So, they studied and got severalrigidaire used demographics survey for developing their product and market segment.Brand EvaluationA process of brand evaluation is defined “1) Need arousal → 2) Consumer information processing → 3) Benefit association → 4) Expected satisfaction”. (Consumer Behavior, Pg. 41) In the case study, consumers evaluated between front-loading machines and top-loading machines. (‘Need arousal’ and ‘Consumer information processing’ did not mention in the case study). Consumers associated several benefits of the front-loader which were offered by Frigidaire, and established priority of benefits. After that, they evaluated between two types of machine. Throughout the process, consumer did not choose a front-loader because of not reached satisfaction of their expectation. The story above is related with processing of Brand evaluation.Micromarketing / Relationship MarketingAccording to page 79 and 83, case 8, Frigidaire found that many of consumers reported high levels of satisfaction with the closeey make good relationship (loyalty) with consumers, and knew that how they give satisfactions more consumers expected to their customers for making new market position. This movement (processing of study) of Bill Topper and the management team shows an importance of Micromarketing / Relationship Marketing as well as effects.Changing attitudes toward social issuesFrigidaire thought one of the most significant reasons; why the initial sales failed, are low levels of environmental awareness in the U.S.A. Even though they had waited a governmental announce, rigid efficiency standards, the regulation were delayed indefinitely.Owing the report that I mentioned above, although I could not find a clue whether DOE has announced the standards or not, I could infer/ found that attitudes could be changed by social issue. It is referred from Consumer Behavior, Pg 237; “Marketing also has a role in changing consumer attitudes toward social issues.”Market SegmentationSince American market has become 004.

경영/경제| 2013.03.10| 4페이지| 5,900원| 조회(111)

소비자, 청주대, 소비자행동론, company, consumer behavior, 영문 리포트

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