Chapter 7 - Chapter 7 I) The role of Sales and Marketing a....

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Chapter 7 I) The role of Sales and Marketing a. Director of Sales and Marketing i. Identifies and cultivates clients, effectively manages the hotel’s marketing efforts, sets rates to maximize RevPar, negotiates sales contracts on behalf of the hotel and serves as a leader of the hotel’s sales and marketing team. b. Marketing i. The activities designed to increase consumer awareness and demand by promoting and advertising. ii. Acts of Marketing 1. The act of selling 2. Product design 3. Pricing 4. Revenue management 5. Media advertising development and placement 6. Direct mail 7. Packaging 8. Developing marketing plans 9. Evaluating the marketing effort. c. Sales i. The activities directly related to servicing consumer demand and booking clients. d. Booking i. Hotel jargon for making a confirmed sale. II) Sales and Marketing in the Hotel a. Group Sales i. A large sale, in number of rooms or dollar volume, of the hotels rooms or services.
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b. Site Tours i. A physical trip around the hotel usually hosted by a sales and marketing staff member, for the purpose of introducing potential clients and other interested parties to the hotel’s features. III) Sales and Marketing in the Community a. Informing Community i. It is the job of the sales and marketing department, specifically the DOSM, to inform the community about the goods and services that the hotel offers. b. Chamber of Commerce i. An organization whose goal is the advancement of business interests within a community or larger business region. ii. Sales and Marketing should hold positions or influence in the chamber of commerce. c. Networking i. The development of personal relationship for a business related purpose. d. Convention and Visitors Bureau i. An organization, generally funded by taxes levied on overnight hotel guests, that seek to increase the number of visitors to the area it represents. Also called the CVB. ii. Effective GM’s are Active members of the CVB IV)Segmentation of the Sales and Marketing Department a. By product Sold i. Some DOSM’s organize their departments based on what their salespeople sell best. ii. Examples 1. Group guest rooms 2. Conferences 3. Catered events 4. Meetings 5. Conventions
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6. Weddings and special events. b. By Market i. Some DOSM’s organize their department based on the type of guest who buys the product ii. Examples 1. Corporate a. Business travelers are very important because they can create long- standing relationships that are profitable and also have special needs to be met. b. Group has gotten rid of the use of travel agents, so profit margin has increased. 2. Leisure a. Important to gain the market share because travelers frequent the same properties less and use the advice of travel agents more frequently. 3.
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This note was uploaded on 10/20/2009 for the course HRIM 380 taught by Professor Bardijamesalfre during the Spring '08 term at Penn State.

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Chapter 7 - Chapter 7 I) The role of Sales and Marketing a....

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