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1). Customers are fundamental in the hospitality industry and it is what customers think and feel that defines the marketing orientation (Hsu & Powers, 2002, p. 2). It is essential to meet consumers’ needs. If the product is not purchased, the fault usually lies in the marketing of the product (Neff, 2005).
Marketing methods used to reach the customer can vary widely (Hsu & Powers,2002, p. 276). The principle forms of promotion utilized are as follows: coupons, discounts, premiums, games and sweepstakes, merchandising, packaging and sampling. Coupon redemption is the second most popular form of marketing as indicated in the table below (Hsu & Powers, 2002, p...
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