Leibys Matos HOSP 330 Chapter 1 – Review Questions Question 1 Marketing is defined as “a continuous, sequential process through which management in the hospitality and travel industry plans, researches, implements, controls and evaluates activities designed to satisfy both customers’ needs and wants and their own organization’s objectives”, according to the book. The six fundamentals on which marketing is based are Satisfaction of customers’ needs and wants, continuous nature of marketing, sequential steps in marketing, key role of marketing research, interdependence of hospitality and travel organizations and organization-wide and multi-department effort. Question 2 The price of marketing is P for Planning, R for Research, I for Implementation, C for Control and E for Evaluation. Question 3 The four evolutionary eras of marketing are Production Orientation, Sales Orientation, Marketing Orientation and Societal-Marketing Orientation. Marketing has changed in theses eras because of technological