Hospitality Today An Introduction

1. SQA HOT 103

2. The Marketing Concept
Sales Management and Personal Selling
Advertising
Public Relations
Publicity
Sales Promotion
Internet Marketing
Leveraging Your Marketing Dollars

3. Theodore Levit
Harvard Business School
Effort to determine
& meet needs &
wants of current &
potential
customers
Constantly presented with options to
help solve their problems
Don’t buy things , buy solutions to
problems
Business efficiency with clear view how
to get customers
Perspective customer want & need
Options competitors offering
Without explicit strategies
Programs focused according to market

4. Sales
Getting rid of what
you have
Selling to
customers
Persuade
customers to sell
($)
Convince them to
give up something
valuable
Marketing
Having what
people want
Art of buying from
Leeds to customer
needs & wants
Focus on attributes
of product
Marketing is much
broader term that includes
Sales & a great deal more

5. Product Place
Price Promotion
Resource
allocation
• Objectives of
each business
Recipe of
success
Way of
Combined
Efforts
• Marketing Mix

6. What do you sell
Tangible
• Guest Room, Meals etc.
Intangible
• Service
Built-in Market
Expect to be a place looks
beautiful, clean & smiling
friendly people want to take
care of them

7. Where do you sell
Physical location of business
Local, National, International,
Multinational
Selling Market
• Website
• Telephone
• Online
Site for doing
business & market to
place product

8. What do you sell it for
Cost + Basis
Consumer Based
Competitive Pricing
Elasticity of Demand
• Revenue Management
Matching up in a way that
should meet external &
internal customer
expectations

9. How do you spread word
Mediums
• Online, website, email, social networks
Promotional Activities
• Personal Selling
• Advertising
• Public Relations & Sponsorships Marketing
• Sales Promotion
• Direct Marketing Communication
• Point of Purchase Communications
Use promotional activities by
organizing & combining in a
way to produce synergistic
effect

10. Blueprint of
Organization
Business's
marketing
activities &
strategies
Regular activity
yearly, 2/3/5 years
Reviewed &
revised to take
current conditions
into account

11. Situation
analysis
Feasibility
Market Place
Competition
Internal Data
Target Audience
SWOT
Objectives
Financial /
Budgets
Sales / Growth
Strategies
Description to
achieve
objectives
Projected Cost
Tactics
Strategy
Specifics
Action Plan
Tactics for every
Strategy
What to do /
How to do
Controls
Anticipated
results
Flexible, Review
& Revised
Plan working &
make
adjustments

12. Increase property revenue
• Personal Sales Calls
• Telephone Calls
• Correspondence
Establish guidelines
Assisting GM to maximize sales effort
Periodic Sales Meeting
Maintain Sales Reports & update record

13. Innovative, Risk Taking & Surpass Previous Levels
Mission oriented & Goal Oriented Personal
Problem Solver & Skill Upgrader
Partner with customer & Team player
Rejection as learning tool
Mental Rehearsal before Sales Call

14. Substitute of
Salesmanship
Extended Reach
where Salesperson
can’t
Repetitive &
Hammering
Increase Value of
Product & Services
Gain Customer
Confidence
Wasting Money Brand Name Security Assistance of
Consistence Quality
Self esteem,
Impression &
Reputation

15. It is paid for, by sponsor rather than,
run at discretion of the medium
It is impersonal
It identifies sponsor of message
It is influential
Planned communication activity
in which messages in mass media
are used to persuade audiences
to adopt goods, services or ideas

16. Competitive
advantage
Clear difference with
competitor
Satisfies customer need
Important difference &
features customer don’t care
Similar Important feature
but not advertised
Unique
positioning
Get inside prospect’s mind
Concentrate on perception
of prospect
Link message with prospect
already know about
Segmented
market
Target Marketing
Various Segmentation

17. • Wealthy, pay for comfort, like to be pamperedIndulgers
• Read & Talk, recommendationsDreamers
• Chance to relax, save money, price/value anxiousEconomizers
• Young, new experiences culture/peopleAdventurers
• Afraid to travel, less confident, need agents/guideWorriers

18. Create Place
Marketing
Strategist
Artists
Writers
Production
Managers
Media
Selection
Fee Basis /
Commission
Basis

20. Print
• Draw
Attention
• Promise to
Deliver
• Signature
Broadcast
• Make 'em
laugh
• Make 'em
bond
• Find out what
they really like
Electronic
• Attention
• Attraction
• Affinity
• Audience
• Action

21. Goals
Product & Services are
better known
Improved Relationship with
employees
Improved Public Reputation
Process
Research/fact-finding
Planning
Action
Communication
Measurement/evaluation

22. Develop &
Improve
Relationship
Public
Relations
Technique Free Advertising,
Openings & Grand
Openings, News Release,
Travel Editors & Bloggers

23. Sales Tools Sales Techniques Staff & TA
commissions,
familiarization trips
Loyalty & Frequent
Flyer Programs

24. E-mail Advertising & Promotion
• Least costly method of marketing
• Frequent Flyer Programs
• Thank & increase interest in
programs
• Links embedded
Social Media
• Classroom listening to lecture
• Roundtable discussion
• One to Many or Many to Many
• Sharing of opinion & information
• Blogs
• Micro Blogs, Twitter
• Social Networks, FB/LinkedIn
• Media Sharing, YouTube

25. Good News
• Lot of Customers
• Want to buy a lot
• Learning new products
Bad News
• Too much advertising
• Customer turned off
Multiculturism
Aging Population
Internet
Search Engine
Viral advertising
Using all
new
techniques
& more
Leveraging
Your
Marketing
Dollar

26. Any questions