文档介绍：Hotel Marketing
selling &external selling
2. Hotel Marketing strategies
In the marketing aspect, the chief product of a hotel is hospitality, such as fortable bed, a hot shower, a good meal, a courteous doorman, etc. So a hotel’s image is dependent on the action of its employees, not only the duties of the sales manager.
The sales manager plans the sales of the different services of the hotel, including both internal selling and external selling.
Internal selling
Internal selling: the selling of goods and services to guests who are already staying at the hotel.
Eg: a room clerk can mend the hotel’s room service;
a waiter can add a dessert to a diner’s meal;
The use of porter in the hotel,etc.
External selling
External selling refers to the selling which takes place out the hotel in order to attract new business.
It involves promoting the hotel to prospective customers through different kinds munication channels or media, such as neon signs, mails, radio, television and , etc.
1. Advertising, which is called paid promotion, plays an important role in external selling.
2. Public relations, which is unpaid promotion, is another method a hotel should consider in presenting itself to the public. Public relations should present the hotel’s image to the public in a positive way.
Travel agents play an important part in referring their clients to one hotel or another. Hotels may give profitable prices for groups. It may increase the hotel’s occupation rate.
Efforts should also be made to gain the good will of people in the munity or of others who may help to bring convention business to the hotel.
Hotel marketing strategies
1. 4Ps
3. 4Rs
4. new concepts of hotel marketing
1、饭店传统的营销组合策略——4Ps营销组合
产品
价格
营销渠道
2、饭店新型营销组合策略4Cs
20世纪90年代4Cs 营销组合策略:
(customer)
2. 消费成本(cost)
3. 便捷(convenience)
4. munication)
3. 4Rs marketing strategies
American scholar Done Schultz proposed 4Rs marketing strategies.
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