103-PP14 - Promotion © 2011 Educational Institute 5 Five...

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© 2011, Educational Institute Chapter 14 Marketing Hospitality Hospitality Today: An Introduction Seventh Edition (103TXT or 103CIN)
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© 2011, Educational Institute 2 Competencies for Marketing Hospitality 1. Distinguish marketing from selling, identify and explain the Four Ps of Marketing, and describe how a marketing plan is developed. 2. Describe how hotels organize their sales department and summarize the characteristics and qualities salespersons should possess. (continued)
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© 2011, Educational Institute 3 Competencies for Marketing Hospitality 3. Define and describe advertising, including what an advertiser needs, advertising agencies, and how to create effective advertising. 4. Explain the role and importance of public relations, publicity, sales promotion, and Internet marketing for hospitality businesses, and discuss how marketers can leverage their marketing dollars. (continued)
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© 2011, Educational Institute 4 The Four Ps of Marketing Product Place Price
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Unformatted text preview: Promotion © 2011, Educational Institute 5 Five Parts of a Marketing Plan • Situation analysis • Objectives • Strategies • Tactics • Controls © 2011, Educational Institute 6 What Is Advertising? • It is paid for by the sponsor • It is impersonal • It identifies the sponsor • It persuades © 2011, Educational Institute 7 What an Advertiser Needs • Competitive advantage • Unique positioning • Segmented market © 2011, Educational Institute 8 Print Ad Elements • Headline • Body copy • Signature (logo) © 2011, Educational Institute 9 Three Broadcast Ad Strategies • Make 'em laugh • Make 'em bond • Find out what they really like © 2011, Educational Institute 10 Steps of a Public Relations Plan • Research/fact-finding • Planning • Action • Communication • Measurement/evaluation © 2011, Educational Institute 11 Internet Marketing • E-mail advertising and promotion • Social media...
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103-PP14 - Promotion © 2011 Educational Institute 5 Five...

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