The objectives of this for course are to:

Explain correctly why the marketing concept/idea calls for a customer orientation in hospitality and tourism industry.

Explain correctly buyer behavior in marketing.

Outline appropriately  the major characteristics affecting consumer behavior and factors that influence consumers in hospitality and tourism industry.

Identify correctly the organizational buying process in marketing.

List and distinguish correctly among the requirements for effective segmentation

Illustrate correctly the concept of positioning for competitive advantage by offering specific examples in hospitality industry.

Define correctly the term product in marketing