Reference no: EM133100271

1. Why you should study marketing? What are the benefits for you?

2. Marketing can be defined in many ways. In your own words, describe marketing to someone who has not read this chapter.

3. Many managers view the purpose of business as making a profit, whereas some view the purpose as being able to create and maintain a customer. Explain how these alternative viewpoints could affect a company's interactions with its customers. If a manager views the purpose as being able to create and maintain a customer, does this mean that the manager is not concerned with profits?

4. A guest in your hotel complains that the air conditioning in his room did not work and because of this he did not get a good night's sleep. What would you do?

5. A restaurant has a great reputation as the result of providing consistent food for over ten years. The restaurant is full every weekend and has above-average business during the week. The manager claims that they do not practice marketing because they do not need marketing; they have more than enough business now. Is it true that this restaurant does not practice marketing?

6. What is customer equity? How can a company increase its customer equity?

7. Give several examples you have found of hospitality companies being socially responsible. Include in your discussion how being socially responsible helps the company.