ADHM 360 Final: Exam 2 Study Guide
20 Jun 2018
School
Department
Course
Professor
Chapter 3-3, 3-4, 4, & 5
•
Chapter 3.3:
Front office communications
Tools used to communicate at the front office
Transaction file: A chronological journal that lists unusual
events, guest complaints, or requests
□
Information directory: Contains info to answer guest
questions
Common guest questions involving local restaurant
recommendation, transportation companies, directions,
®
□
Reader board: Displays info regarding daily events
□
§
○
Front office accounting terminology
Account: A collection of all transactions incurred by a guest
§
folio: A statement of all transactions affecting the balance of a
single account
Guest folios, master folios, not-guest folios, room folios, and
incidental folios
□
§
Posting: the process of recording transactions onto a folio
§
charge privileges: Enable a guest to make charge purchases at hotel
(requires a payment card or a direct billing authorized at
registration)
§
voucher :details a single transaction to be posted to an account
§
point of sale: Describes the physical location at which goods or
services are purchased. ( all hotel revenue centers: restaurants,
lounge, services, shops)
§
ledgers: Summary grouping of accounts
guest ledger Set of guest accounts that correspond to
registered hotel guests
□
city ledger: collection of all non-guest accounts (credit card or
direct billing)
□
□
§
○
•
Creation and maintenance of accounts:
Credit monitoring
Floor limit: the amount of money above which credit card
transactions must be authorized by the issuing credit card
company.
□
House limit: the amount limit on the amount the guests can
charge to their accounts without partial settlement.
□
High-balance accounts: account that approaches its credit
limit
□
§
Types of Transactions
Cash payment : At the front desk, it is posted as credits and
decreases the balance of the account.
□
Charge purchase: Deferred payment transactions, which
increases the outstanding balance of the account. (Must be
communicated to the front desk for proper folio posting
through means of a charge voucher)
□
Account correction: Resolves a posting error on a folio
through means of a correction voucher ( Made on the same
day the error is made )before the night audit
□
Account allowance: Used to decrease a folio balance for
compensation for poor service or rebates for coupon
discounts ( Used to correct a posting error detected after the
night audit)
□
Account transfer: The charge is transferred from one account
to another.
□
Cash advance: Cash paid by the cashier on behalf of the guest
for some expense ( Considered as debit transactions)
□
Cash banks: An amount of cash assigned to a cashier so that
he or she can handle the various transactions that occur
during a particular work shift
Overage- – Occurs when the cashier returns less cash to
the guest than required.
®
Shortage- Occurs when the cushier returns more cash
to the guest than required
®
□
§
○
Chapter 3.4
Major functions of the front office during check-out
Three major functions
Resolving outstanding guest account balances□
Updating room status information□
Creating and updating guest history record□
§
○
Methods of settlement
Procedures of cash payment in full:
Destroy the guests credit card voucher created at registration□
Release a hold on the guest's credit card□
Debit card settlements are considered cash payments□
Settlements are customarily handled in local currency□
§
credit card transfer:
The guest signature on a credit card slip or a copy of folio
completes the transaction
□
Move the account balance from the guest ledger to a credit
card account in the city ledger
□
Tracked until the payment is received from the credit card
company
□
§
direct billing transfer:
Move the account balance from the guest ledger to a direct
billing account in the city ledger
□
The guest should sign the folio, and the charges will be billed
to the guest or sponsoring company
□
Direct billings are usually prearranged. □
§
○
Unpaid account balances:
Three common reasons:
A departing guest honestly forgetting to settle his/her
account
□
Skippers □
Late charges – A transaction that is posted on the guest
account after checking out and closing the account
□
§
○
Account aging
Method of tracking and managing past due accounts
Less than 30 days- current□
Older than 30- overdue□
Older than 90- delinquent □
§
○
Operating Ratios
Occupancy %-
(#rooms sold/ # of rooms available for sale) X 100
○
§
ADR
Total room revenue/ # of rooms sold
○
§
RevPAR
Total room rev/ number of rooms available for sales
○
§
Why is REVPAR a better performance indicator than ADR and
Occupancy rate?
ADR doesn't consider occupancy rate
○
Occupancy doesn't consider the price the rooms are sold at
○
Because it indicates how much money you're actually making,
it considers both occupancy and ADR
○
§
○
•
Chapter 4
House keeping function overview:
Maintain a high standard of cleanliness, maintenance, and upkeep
of guestrooms an public areas
§
Largest department in a hotel
§
Most important supporting department for FOH
§
Highest turnover rate in industry
§
Independent hotel division in some hotels
§
○
Housekeeping Staff- responsibilities of the staff
Executive housekeeper:
schedules personnel 15 days in advance, but constantly
change the schedule as the house count changes
○
Documents needed to effectively schedule
Weekly rooms forecast
®
3 day rooms forecast
®
Daily occupancy report
®
○
§
Assistant
§
Inspectors
§
Housemen
§
Room attendants
§
Runners
§
○
Number of room attendants needed- (Minutes required to clean a room x
number of rooms to be cleaned per day) / 60 / 8 (8 hour shift) =
Ex: Required cleaning time= 30 minutes & 250 rooms to clean
30* 250 = 7,500 minutes / 60 = 125 hours / 8 hour shifts = 16
○
30*250=7,500 / 60 = 125 / 8 = 15.625
○
§
○
Types of work shifts:
Stacked shifts- shifts are not overlapped (e.g., day and night shifts)
§
Staggered shift- scheduled to arrive and depart at different times of
day
§
Split shift- employees work day is split into two or more parts
§
○
Turnover
Causes of turnover:
Bad working conditions
§
Low pay/ no benefits
§
Poor supervision
§
Poor training
§
§
Turnover rate=
(Number of separations during the period/ average # of
employees during the period)*100
§
Average number of employees = (number of employees at
beginning + number of employees at the end) / 2
§
Ex: 40 employees at beginning of year
§
16 new hires
§
20 employees left
20/((40+36) /2) X 100 = 52.6316 %
®
§
§
○
Inventory Control
Operating par stock
Min level of linen inventory to meet daily operational
demands
§
Ideal par stock level - 4-5 times the amount of daily use
§
Hotels with own laundry plant can reduce the par stock level
Outsourced laundry vs. in house laundry
Consider initial capital requirements and
operating costs
®
Green laundry- ozone laundry system
®
□
§
§
○
•
Chapter 5
Hotel sales and marketing department: Main focus of the department is
traditionally on personal selling to group clients
○
Sales calls
Types:
Prospect calls (Cold calls)
Strictly fact finding or exploratory
®
□
Public relations calls (Service calls)
Made on groups or individuals who are already clients
®
□
Presentation calls (appointment calls)
Made to groups or individuals to explain how your
property can meet their needs and to ask for their
business
®
□
§
○
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
□
§
Block
An agreed-upon number of rooms set aside for members of a
group
□
Attrition clause: A payment is required to make up for unused
blocked rooms
□
§
Function book
Manages and controls meeting and banquet space □
Contains basic information about the meeting□
§
Guestroom control book
Monitors the number of guestrooms committed to groups□
§
Function sheet (Banquet event order- BEO)
Provides details to employees concerned with a specific food
and beverage function or event room set-up
□
§
○
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
§
○
Major components of a marketing plan
Analysis of the property's products and services
Internal marketing audit
Performance (revenue by departments,
occupancy, RevPar)
®
Guest profile
®
Reservation channels
®
Group sales, ect
®
□
Situational Analysis
Macro environment (P.E.S.T) scanning
Political
◊
Economical
◊
Social
◊
technology
◊
®
Competition analysis
®
□
§
Market segmentation
Division of the market or population into subgroups
with similar preferences and priorities
®
Used to identify the target customers
®
Basic market segmentation methods
Geographic: Location
◊
Demographic: Age/Gender/Income/Education
◊
Psychographic: personality/lifestyle/values
(healthy)
◊
Behavioral:
◊
®
§
Marketing objectives: SMART
Specific
®
measurable
®
Attainable
®
Relevant
®
Time-bound
®
§
Marketing Strategy
The focus of the strategy must be the objectives to be
achieved
®
Marketing 4ps
®
§
Detailed Action Plans
Implanting the marketing strategy
®
§
Marketing budget forecast
§
Assessment procedure
§
○
○
•
Exam 2
Tuesday, March 27, 2018
11:01 AM
Chapter 3-3, 3-4, 4, & 5•
Chapter 3.3:
Front office communications
Tools used to communicate at the front office
Transaction file: A chronological journal that lists unusual
events, guest complaints, or requests
□
Information directory: Contains info to answer guest
questions
Common guest questions involving local restaurant
recommendation, transportation companies, directions,
®
□
Reader board: Displays info regarding daily events□
§
○
Front office accounting terminology
Account: A collection of all transactions incurred by a guest
§
folio: A statement of all transactions affecting the balance of a
single account
Guest folios, master folios, not-guest folios, room folios, and
incidental folios
□
§
Posting: the process of recording transactions onto a folio
§
charge privileges: Enable a guest to make charge purchases at hotel
(requires a payment card or a direct billing authorized at
registration)
§
voucher :details a single transaction to be posted to an account
§
point of sale: Describes the physical location at which goods or
services are purchased. ( all hotel revenue centers: restaurants,
lounge, services, shops)
§
ledgers: Summary grouping of accounts
guest ledger Set of guest accounts that correspond to
registered hotel guests
□
city ledger: collection of all non-guest accounts (credit card or
direct billing)
□
□
§
○
•
Creation and maintenance of accounts:
Credit monitoring
Floor limit: the amount of money above which credit card
transactions must be authorized by the issuing credit card
company.
□
House limit: the amount limit on the amount the guests can
charge to their accounts without partial settlement.
□
High-balance accounts: account that approaches its credit
limit
□
§
Types of Transactions
Cash payment : At the front desk, it is posted as credits and
decreases the balance of the account.
□
Charge purchase: Deferred payment transactions, which
increases the outstanding balance of the account. (Must be
communicated to the front desk for proper folio posting
through means of a charge voucher)
□
Account correction: Resolves a posting error on a folio
through means of a correction voucher ( Made on the same
day the error is made )before the night audit
□
Account allowance: Used to decrease a folio balance for
compensation for poor service or rebates for coupon
discounts ( Used to correct a posting error detected after the
night audit)
□
Account transfer: The charge is transferred from one account
to another.
□
Cash advance: Cash paid by the cashier on behalf of the guest
for some expense ( Considered as debit transactions)
□
Cash banks: An amount of cash assigned to a cashier so that
he or she can handle the various transactions that occur
during a particular work shift
Overage- – Occurs when the cashier returns less cash to
the guest than required.
®
Shortage- Occurs when the cushier returns more cash
to the guest than required
®
□
§
○
Chapter 3.4
Major functions of the front office during check-out
Three major functions
Resolving outstanding guest account balances□
Updating room status information□
Creating and updating guest history record□
§
○
Methods of settlement
Procedures of cash payment in full:
Destroy the guests credit card voucher created at registration□
Release a hold on the guest's credit card□
Debit card settlements are considered cash payments□
Settlements are customarily handled in local currency□
§
credit card transfer:
The guest signature on a credit card slip or a copy of folio
completes the transaction
□
Move the account balance from the guest ledger to a credit
card account in the city ledger
□
Tracked until the payment is received from the credit card
company
□
§
direct billing transfer:
Move the account balance from the guest ledger to a direct
billing account in the city ledger
□
The guest should sign the folio, and the charges will be billed
to the guest or sponsoring company
□
Direct billings are usually prearranged. □
§
○
Unpaid account balances:
Three common reasons:
A departing guest honestly forgetting to settle his/her
account
□
Skippers □
Late charges – A transaction that is posted on the guest
account after checking out and closing the account
□
§
○
Account aging
Method of tracking and managing past due accounts
Less than 30 days- current□
Older than 30- overdue□
Older than 90- delinquent □
§
○
Operating Ratios
Occupancy %-
(#rooms sold/ # of rooms available for sale) X 100
○
§
ADR
Total room revenue/ # of rooms sold
○
§
RevPAR
Total room rev/ number of rooms available for sales
○
§
Why is REVPAR a better performance indicator than ADR and
Occupancy rate?
ADR doesn't consider occupancy rate
○
Occupancy doesn't consider the price the rooms are sold at
○
Because it indicates how much money you're actually making,
it considers both occupancy and ADR
○
§
○
•
Chapter 4
House keeping function overview:
Maintain a high standard of cleanliness, maintenance, and upkeep
of guestrooms an public areas
§
Largest department in a hotel
§
Most important supporting department for FOH
§
Highest turnover rate in industry
§
Independent hotel division in some hotels
§
○
Housekeeping Staff- responsibilities of the staff
Executive housekeeper:
schedules personnel 15 days in advance, but constantly
change the schedule as the house count changes
○
Documents needed to effectively schedule
Weekly rooms forecast
®
3 day rooms forecast
®
Daily occupancy report
®
○
§
Assistant
§
Inspectors
§
Housemen
§
Room attendants
§
Runners
§
○
Number of room attendants needed- (Minutes required to clean a room x
number of rooms to be cleaned per day) / 60 / 8 (8 hour shift) =
Ex: Required cleaning time= 30 minutes & 250 rooms to clean
30* 250 = 7,500 minutes / 60 = 125 hours / 8 hour shifts = 16
○
30*250=7,500 / 60 = 125 / 8 = 15.625
○
§
○
Types of work shifts:
Stacked shifts- shifts are not overlapped (e.g., day and night shifts)
§
Staggered shift- scheduled to arrive and depart at different times of
day
§
Split shift- employees work day is split into two or more parts
§
○
Turnover
Causes of turnover:
Bad working conditions
§
Low pay/ no benefits
§
Poor supervision
§
Poor training
§
§
Turnover rate=
(Number of separations during the period/ average # of
employees during the period)*100
§
Average number of employees = (number of employees at
beginning + number of employees at the end) / 2
§
Ex: 40 employees at beginning of year
§
16 new hires
§
20 employees left
20/((40+36) /2) X 100 = 52.6316 %
®
§
§
○
Inventory Control
Operating par stock
Min level of linen inventory to meet daily operational
demands
§
Ideal par stock level - 4-5 times the amount of daily use
§
Hotels with own laundry plant can reduce the par stock level
Outsourced laundry vs. in house laundry
Consider initial capital requirements and
operating costs
®
Green laundry- ozone laundry system
®
□
§
§
○
•
Chapter 5
Hotel sales and marketing department: Main focus of the department is
traditionally on personal selling to group clients
○
Sales calls
Types:
Prospect calls (Cold calls)
Strictly fact finding or exploratory
®
□
Public relations calls (Service calls)
Made on groups or individuals who are already clients
®
□
Presentation calls (appointment calls)
Made to groups or individuals to explain how your
property can meet their needs and to ask for their
business
®
□
§
○
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
□
§
Block
An agreed-upon number of rooms set aside for members of a
group
□
Attrition clause: A payment is required to make up for unused
blocked rooms
□
§
Function book
Manages and controls meeting and banquet space □
Contains basic information about the meeting□
§
Guestroom control book
Monitors the number of guestrooms committed to groups□
§
Function sheet (Banquet event order- BEO)
Provides details to employees concerned with a specific food
and beverage function or event room set-up
□
§
○
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
§
○
Major components of a marketing plan
Analysis of the property's products and services
Internal marketing audit
Performance (revenue by departments,
occupancy, RevPar)
®
Guest profile
®
Reservation channels
®
Group sales, ect
®
□
Situational Analysis
Macro environment (P.E.S.T) scanning
Political
◊
Economical
◊
Social
◊
technology
◊
®
Competition analysis
®
□
§
Market segmentation
Division of the market or population into subgroups
with similar preferences and priorities
®
Used to identify the target customers
®
Basic market segmentation methods
Geographic: Location
◊
Demographic: Age/Gender/Income/Education
◊
Psychographic: personality/lifestyle/values
(healthy)
◊
Behavioral:
◊
®
§
Marketing objectives: SMART
Specific
®
measurable
®
Attainable
®
Relevant
®
Time-bound
®
§
Marketing Strategy
The focus of the strategy must be the objectives to be
achieved
®
Marketing 4ps
®
§
Detailed Action Plans
Implanting the marketing strategy
®
§
Marketing budget forecast
§
Assessment procedure
§
○
○
•
Exam 2
Tuesday, March 27, 2018 11:01 AM
Chapter 3-3, 3-4, 4, & 5•
Chapter 3.3:
Front office communications
Tools used to communicate at the front office
Transaction file: A chronological journal that lists unusual
events, guest complaints, or requests
□
Information directory: Contains info to answer guest
questions
Common guest questions involving local restaurant
recommendation, transportation companies, directions,
®
□
Reader board: Displays info regarding daily events□
§
○
Front office accounting terminology
Account: A collection of all transactions incurred by a guest
§
folio: A statement of all transactions affecting the balance of a
single account
Guest folios, master folios, not-guest folios, room folios, and
incidental folios
□
§
Posting: the process of recording transactions onto a folio
§
charge privileges: Enable a guest to make charge purchases at hotel
(requires a payment card or a direct billing authorized at
registration)
§
voucher :details a single transaction to be posted to an account
§
point of sale: Describes the physical location at which goods or
services are purchased. ( all hotel revenue centers: restaurants,
lounge, services, shops)
§
ledgers: Summary grouping of accounts
guest ledger Set of guest accounts that correspond to
registered hotel guests
□
city ledger: collection of all non-guest accounts (credit card or
direct billing)
□
□
§
○
•
Creation and maintenance of accounts:
Credit monitoring
Floor limit: the amount of money above which credit card
transactions must be authorized by the issuing credit card
company.
□
House limit: the amount limit on the amount the guests can
charge to their accounts without partial settlement.
□
High-balance accounts: account that approaches its credit
limit
□
§
Types of Transactions
Cash payment : At the front desk, it is posted as credits and
decreases the balance of the account.
□
Charge purchase: Deferred payment transactions, which
increases the outstanding balance of the account. (Must be
communicated to the front desk for proper folio posting
through means of a charge voucher)
□
Account correction: Resolves a posting error on a folio
through means of a correction voucher ( Made on the same
day the error is made )before the night audit
□
Account allowance: Used to decrease a folio balance for
compensation for poor service or rebates for coupon
discounts ( Used to correct a posting error detected after the
night audit)
□
Account transfer: The charge is transferred from one account
to another.
□
Cash advance: Cash paid by the cashier on behalf of the guest
for some expense ( Considered as debit transactions)
□
Cash banks: An amount of cash assigned to a cashier so that
he or she can handle the various transactions that occur
during a particular work shift
Overage- – Occurs when the cashier returns less cash to
the guest than required.
®
Shortage- Occurs when the cushier returns more cash
to the guest than required
®
□
§
○
Chapter 3.4
Major functions of the front office during check-out
Three major functions
Resolving outstanding guest account balances
□
Updating room status information
□
Creating and updating guest history record
□
§
○
Methods of settlement
Procedures of cash payment in full:
Destroy the guests credit card voucher created at registration
□
Release a hold on the guest's credit card
□
Debit card settlements are considered cash payments
□
Settlements are customarily handled in local currency
□
§
credit card transfer:
The guest signature on a credit card slip or a copy of folio
completes the transaction
□
Move the account balance from the guest ledger to a credit
card account in the city ledger
□
Tracked until the payment is received from the credit card
company
□
§
direct billing transfer:
Move the account balance from the guest ledger to a direct
billing account in the city ledger
□
The guest should sign the folio, and the charges will be billed
to the guest or sponsoring company
□
Direct billings are usually prearranged.
□
§
○
Unpaid account balances:
Three common reasons:
A departing guest honestly forgetting to settle his/her
account
□
Skippers □
Late charges – A transaction that is posted on the guest
account after checking out and closing the account
□
§
○
Account aging
Method of tracking and managing past due accounts
Less than 30 days- current□
Older than 30- overdue□
Older than 90- delinquent □
§
○
Operating Ratios
Occupancy %-
(#rooms sold/ # of rooms available for sale) X 100
○
§
ADR
Total room revenue/ # of rooms sold
○
§
RevPAR
Total room rev/ number of rooms available for sales
○
§
Why is REVPAR a better performance indicator than ADR and
Occupancy rate?
ADR doesn't consider occupancy rate
○
Occupancy doesn't consider the price the rooms are sold at
○
Because it indicates how much money you're actually making,
it considers both occupancy and ADR
○
§
○
•
Chapter 4
House keeping function overview:
Maintain a high standard of cleanliness, maintenance, and upkeep
of guestrooms an public areas
§
Largest department in a hotel
§
Most important supporting department for FOH
§
Highest turnover rate in industry
§
Independent hotel division in some hotels
§
○
Housekeeping Staff- responsibilities of the staff
Executive housekeeper:
schedules personnel 15 days in advance, but constantly
change the schedule as the house count changes
○
Documents needed to effectively schedule
Weekly rooms forecast
®
3 day rooms forecast
®
Daily occupancy report
®
○
§
Assistant
§
Inspectors
§
Housemen
§
Room attendants
§
Runners
§
○
Number of room attendants needed- (Minutes required to clean a room x
number of rooms to be cleaned per day) / 60 / 8 (8 hour shift) =
Ex: Required cleaning time= 30 minutes & 250 rooms to clean
30* 250 = 7,500 minutes / 60 = 125 hours / 8 hour shifts = 16
○
30*250=7,500 / 60 = 125 / 8 = 15.625
○
§
○
Types of work shifts:
Stacked shifts- shifts are not overlapped (e.g., day and night shifts)
§
Staggered shift- scheduled to arrive and depart at different times of
day
§
Split shift- employees work day is split into two or more parts
§
○
Turnover
Causes of turnover:
Bad working conditions
§
Low pay/ no benefits
§
Poor supervision
§
Poor training
§
§
Turnover rate=
(Number of separations during the period/ average # of
employees during the period)*100
§
Average number of employees = (number of employees at
beginning + number of employees at the end) / 2
§
Ex: 40 employees at beginning of year
§
16 new hires
§
20 employees left
20/((40+36) /2) X 100 = 52.6316 %
®
§
§
○
Inventory Control
Operating par stock
Min level of linen inventory to meet daily operational
demands
§
Ideal par stock level - 4-5 times the amount of daily use
§
Hotels with own laundry plant can reduce the par stock level
Outsourced laundry vs. in house laundry
Consider initial capital requirements and
operating costs
®
Green laundry- ozone laundry system
®
□
§
§
○
•
Chapter 5
Hotel sales and marketing department: Main focus of the department is
traditionally on personal selling to group clients
○
Sales calls
Types:
Prospect calls (Cold calls)
Strictly fact finding or exploratory
®
□
Public relations calls (Service calls)
Made on groups or individuals who are already clients
®
□
Presentation calls (appointment calls)
Made to groups or individuals to explain how your
property can meet their needs and to ask for their
business
®
□
§
○
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
□
§
Block
An agreed-upon number of rooms set aside for members of a
group
□
Attrition clause: A payment is required to make up for unused
blocked rooms
□
§
Function book
Manages and controls meeting and banquet space □
Contains basic information about the meeting□
§
Guestroom control book
Monitors the number of guestrooms committed to groups□
§
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
§
○
Major components of a marketing plan
Analysis of the property's products and services
Internal marketing audit
Performance (revenue by departments,
occupancy, RevPar)
®
Guest profile
®
Reservation channels
®
Group sales, ect
®
□
Situational Analysis
Macro environment (P.E.S.T) scanning
Political
◊
Economical
◊
Social
◊
technology
◊
®
Competition analysis
®
□
§
Market segmentation
Division of the market or population into subgroups
with similar preferences and priorities
®
Used to identify the target customers
®
Basic market segmentation methods
Geographic: Location
◊
Demographic: Age/Gender/Income/Education
◊
Psychographic: personality/lifestyle/values
(healthy)
◊
Behavioral:
◊
®
§
Marketing objectives: SMART
Specific
®
measurable
®
Attainable
®
Relevant
®
Time-bound
®
§
Marketing Strategy
The focus of the strategy must be the objectives to be
achieved
®
Marketing 4ps
®
§
Detailed Action Plans
Implanting the marketing strategy
®
§
Marketing budget forecast
§
Assessment procedure
§
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•
Exam 2
Tuesday, March 27, 2018 11:01 AM
