ADHM 360 Lecture Notes - Lecture 2: American Marketing Association, Business Travel, Direct Marketing
20 Jun 2018
School
Department
Course
Professor
Marketing is an organizational function and a set of processes for creating,
communicating, delivering value to customers, and managing customer
relationships in ways that benefit the organization and its stakeholders
(American Marketing Association, 2006)
Sales is activity directly related to selling a product and service
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Departmental structure varies with size, ownership type, customer base, and
marketing budget of the property
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Typically consists of:
Director of sales and marketing, sales managers, sales representative, and
sales secretaries
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Main focus of the department is traditionally on personal selling to group clients
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Increased roles
Rate management
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Direct marketing
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Packaging
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Advertising
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Promotion
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Major Markets
Corporate, association, government meetings, conventions, and special
events
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Corporate or business travel
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Tour groups- travel agents
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Banquet and catering, etc.
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Sales Personnel
Characteristics common to successful salespeople
Professionalism
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Communication skills
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Ability to analyze
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Self-directed
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Persistence
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Empathy
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Types of sales calles
Prospect calls (Cold calls)
Strictly fact finding or exploratory
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Public relations calls (Service calls)
Made on groups or individuals who are already clients
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Presentation calls (appointment calls)
Made to groups or individuals to explain how your property can
meet their needs and to ask for their business
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Group Bookings
Request for proposal (RFP)
A solicitation, often made through a bidding process, by a group
(meeting planners) interested in hotel service, to hotels to submit a
proposal
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Block
An agreed-upon number of rooms set aside for members of a group
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Attrition clause: A payment is required to make up for unused
blocked rooms
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Function book
Manages and controls meeting and banquet space
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Contains basic information about the meeting
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Guestroom control book
Monitors the number of guestrooms committed to groups
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Function sheet (Banquet event order- BEO)
Provides details to employees concerned with a specific food and
beverage function or event room set-up
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Marketing plan
A comprehensive blueprint that outlines an organization's overall
marketing efforts
Explains what your target market is, what your marketing strategy
is, and how you execute it
-Corporate strategic plan
-Marketing plan
-Sales
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Major component of a marketing plan
Analysis of the property's products and services
Internal marketing audit
Performance (revenue by departments, occupancy,
RevPar)
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Guest profile
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Reservation channels
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Group sales, ect
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Situational Analysis
Macro environment (P.E.S.T) scanning
Political
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Economical
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Social
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technology
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Competition analysis
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Market segmentation
Division of the market or population into subgroups with similar
preferences and priorities
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Used to identify the target customers
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Basic market segmentation methods
Geographic: Location□
Demographic: Age/Gender/Income/Education□
Psychographic: personality/lifestyle/values (healthy) □
Behavioral:□
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Marketing objectives
Specific, measurable
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Attainable
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Relevant
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Time-bound
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Marketing Strategy
The focus of the strategy must be the objectives to be achieved
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Marketing 4ps
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Detailed Action Plans
Implanting the marketing strategy
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Marketing budget forecast
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Assessment procedure
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Marketing and Sales
Tuesday, March 20, 2018
11:03 AM
Document Summary
Marketing is an organizational function and a set of processes for creating, communicating, delivering value to customers, and managing customer relationships in ways that benefit the organization and its stakeholders (american marketing association, 2006) Sales is activity directly related to selling a product and service. Departmental structure varies with size, ownership type, customer base, and marketing budget of the property. Director of sales and marketing, sales managers, sales representative, and sales secretaries. Main focus of the department is traditionally on personal selling to group clients. Corporate, association, government meetings, conventions, and special events. Made on groups or individuals who are already clients. Made to groups or individuals to explain how your property can meet their needs and to ask for their business. A solicitation, often made through a bidding process, by a group (meeting planners) interested in hotel service, to hotels to submit a proposal. An agreed-upon number of rooms set aside for members of a group.
