Question

Question 7 (10 Marks)

Watch the video/recording of Bon Hotel and answer the following question:

Considering the first five steps of the purchasing cycle, provide a summary of how Bon Hotel applies it to their industry. Explain the reason for your answers using the evidence the presenter provided.

Important: Use the steps provided in your prescribed textbook.
(5 x 2 = 10)

Answer 1

To answer your question regarding the application of the first five steps of the purchasing cycle by Bon Hotel, we can summarize as follows. Please note that the specific evidence from the video cannot be accessed directly, but the typical process for the purchasing cycle can be applied based on general industry knowledge. Here are the five steps along with hypothetical examples of how Bon Hotel might implement them:

### 1. Problem Recognition
In the hotel industry, problem recognition occurs when potential guests identify a need for accommodation, whether for leisure, business, or events. Bon Hotel recognizes this need through various marketing strategies, including targeted advertising and customer relationship management.

**Evidence:** The presenter might have mentioned data indicating high demand periods or customer inquiries that prompted the hotel to enhance marketing initiatives.

### 2. Information Search
Once the need is established, guests will typically search for information. Bon Hotel facilitates this by providing comprehensive details on their website, including room options, services, amenities, and guest reviews. They likely utilize online travel agencies (OTAs) and social media to reach potential guests.

**Evidence:** The presenter could have pointed out the hotel's active online presence and user-friendly website which makes information readily available for guests looking to book.

### 3. Evaluation of Alternatives
Guests evaluate their options based on various factors such as price, location, amenities, and guest reviews. Bon Hotel differentiates itself by showcasing unique features and competitive pricing. They may also offer promotions or loyalty programs to enhance the perceived value compared to competitors.

**Evidence:** The presenter might have shared instances of how Bon Hotel compares favorably with local competitors on review sites or mentioned specific marketing campaigns aimed at highlighting their unique offerings.

### 4. Purchase Decision
Once guests have evaluated their options, they make a purchase decision. Bon Hotel streamlines this process by offering simple booking procedures online and through customer service channels. Deals or limited-time offers can also encourage quicker decision-making.

**Evidence:** The presenter may have referred to statistics on conversion rates or feedback on the ease of booking which indicates that Bon Hotel simplifies the purchase process effectively.

### 5. Post-Purchase Evaluation
After the stay, guests reflect on their experience. Bon Hotel may engage customers through follow-up emails, requesting feedback, and addressing any concerns. They might also encourage guests to leave reviews, which impact future purchasing decisions of potential customers.

**Evidence:** The presenter could have highlighted the hotel’s commitment to customer satisfaction through post-stay surveys or mentions of high review scores on platforms like TripAdvisor.

### Conclusion
In summary, Bon Hotel applies the first five steps of the purchasing cycle through effective marketing, comprehensive information dissemination, value differentiation, streamlined purchasing processes, and focused post-purchase engagement. Each step is crucial to enhance guest experiences and facilitate repeat business.

(Note: Actual video content would provide specific evidence to bolster these claims. This response is based on industry practices and should be adapted with details from the video when available.)