Welcome to Unit 5 Unit 2 Review Marketing. How do you define marketing?

Welcome to Unit 5

Unit 2 Review

Marketing

How do you define marketing?

Marketing: The process of planning and

executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy the individual and organizational goals.

When looking at marketing you must look at the marketing mix.

What specific points must we look at for this *marketing mix* ?

The marketing mix comprises the 4 P’s of marketing:

Product

PromotionPlace

Price

More on this coming up….

For the hospitality industry it is often said there is a 5th P in this mix and that is

people because this industry deals so much with people of all ages, genders, cultures

and locations!

Types of Research

Primary data: research that is direct from the customer.

QuestionnairesQuestionnaires

SurveysSurveys

Personal interviewsPersonal interviews

Personal one-on-one Personal one-on-one correspondencecorrespondence

Primary research can be a traveler filling out a comment card or a

preference card to determine how the customer enjoyed the product;

whether it be a trip, hotel room, excursion, or meal.

Secondary Research: *Reliable* sources or publications from other’s previous work.

Reference books

Published survey analysis

When you look up information in a reference book or on the Internet,

that is known as a secondary source.

It is another’s data used to document your findings.

Market segments

Demographic

Psychographic

Geographic

Usage

Price

What does demographics tell us?

Demographic

Age

Race

Gender

Culture

Income

Educational level

What does psychographics tell us?

Psychographic

Beliefs (religious)

Interests (art, history)

Activities (surfing, gambling)

Attitudes (protests, memorials)

What does geographics tell us?

Geographic Cities

States

Countries

Neighborhoods

Including language, climate, and lifestyles.

Usage

Similar to psychographic

Business

Personal leisure

Professional meetings

Visiting friends or relative.

Price

What is the customer willing to pay?

Top of the line or budget?

Let’s take a look at the 4P’s of marketing.

• Product

• Promotion

• Place

• Price

Product Goods, service, or idea that is marketed

to fill customer needs and wants.

Air travel

Destinations

Hotels

Amusements

Restaurants

Meeting and events

Levels of service and price range varies.

ExamplesFood

Lodging

Transportation

Promotion• Personal Selling

• Sales Promotion

• Public Relations/Sponsorship

• Direct Mail

• Trade Fairs/Exhibitions

• Advertising

Place

The mechanism through which goods and/or services are moved through a

channel or distributed.

A travel agency

Directly from the specific company, (hotel, airline, cruise line)

Internet

Dual distribution:

Using several ways

How will the customer hear about the product or

service?

Price

There are several levels of price

for this industry. What is the customer

willing to spend?

Unit 3

Making a Sale

How can you develop a good relationship or rapport with a customer?

• Greet customer with a smile

• Have a strong handshake

• Make eye-contact

• Sit close to the customer

• Keep yourself and your office presentable

Be knowledgeable of the destinations, lodging; air carriers or other aspects of the travel (laws, monetary units) so you can answer the customer’s questions.

Travel

Make a Sale

What are the 8 steps involved in making a sale?

8 steps involved in making a sale

1. Identifying potential qualified clients.

2. Establish rapport with the client.

3. Find out what the client needs.

4. Determine what products meet those needs.

5. Present recommendations.

6. Deal with objections.

7. Motivate the client to action; close the sale.

8. Ensure that the client is satisfied.

Identify the qualified client

Ask questions:

When are you going?Where are you going?

How long do you plan to stay?Who is going?

What service, hotel are you looking for?How much do you want to spend or what is the budget?

These help to narrow the search so you can provide the customer with detailed information.

Develop rapport with a client

• Talk about mutual travel interests.

• Know your travel product in order to discuss it with the customer.

Find out what the client needs

• What are the customer’s interests?

• Why is the customer taking a vacation?

• Is the destination a topic of interest?

• Or just something they always wanted to do?

Deal with objections

• Offer alternatives

• Recheck price options

• Look at other travel options

• Stress benefits

Closing the sale

When is it appropriate to close the sale?

Often body language will indicate that the customer is ready to buy.

A smile, a nod, or leaning forward.

Offer to book or compliment the client on their choice and then ask to check about availability on the chosen date.

It’s not over yet!

You must always ensure that the client is satisfied.

•Review the booking information,

•Keep in contact before and after the trip,

•Make sure the client is happy with everything or if there is a concern that needs to be addressed.

A happy customer is a repeat customer.

In the world of Internet Customer Service, it's important to remember your

competitor is only one mouse click away.

(Doug Warner )

Unit 4

Specialized Sales

When planning travel we must remember that there are a number of variations in demands of the people you will encounter.

These variations will be in

purpose,

interest and,

special needs.

Leisure and business are certainly areas of purpose.

Think of some reasons for leisure travel? What can this entail?

Some reasons are:

• To do what they want,

• To relieve stress,

• To bring family together,

• To enrich their life,

• To regain energy and life!

What can be variations in interests?

• Shopping is the #1! Vacations planned around a specific theme are growing so the

travel counselor should be aware of these specialties to be able to discuss these knowledgably

with the customer.

This unit categorizes travelers with variations in special needs

What groups might fall into this category?

Singles, honeymooners, religious groups,

disabilities, senior citizens, and families as groups with

special needs are some.

• Senior citizens, over 65, are a growing part of the population and want to enjoy their retirement years.

What do you think seniors look for when traveling?

What concerns might there be for travelers with disabilities? What would be considered a disability?

Disabilities may include:• Impaired mobility

• Mentally handicapped• Sight or hearing impaired • Very elderly• Need of oxygen or respirators • Obese

The ADA, Americans with Disabilities Act, has made in mandatory for new businesses such as hotels to accommodate the disabled and to make older existing hotels to provide as much accessibility as possible. Chapter 11 points out what some of these accessibilities must be.

Can you identify some accommodations?

Entrance ramps, controls and locks must be within easy reach from a sitting position, safety bars in bathrooms, flashing lights for alarms for the hearing impaired.

Many older cruise ships do not have facilities for disabled but newer ships have designed rooms to accommodate this traveler. There may be problems at ports- of –call though so this is an area to research and ask questions of the traveler.

Almost 20 % of the population travel for business purposes.

Success for this market means that both the company and the

traveler must be satisfied.

What are some reasons for business travel?

What are some reasons for business travel?

• Conventions • Training• Sales calls• Handle internal company business • Solve business problems

Some companies have their own employees in a travel department and they handle all travel and meeting requirements for the company.

Or the company might require the services of a travel agency that specializes in business travel.

What are some needs of the business traveler?

Needs of the business traveler

• Prompt service, • Correct travel, • Car rental and accommodation arrangements, • Ability to change a reservation quickly. Plans can

change for a business quickly resulting in a change of travel.

And an environment suited for the traveler where he or she can complete some work or have a quick, peaceful meal.

Business services such as availability of a fax and internet connection. Most hotels have a business center now and motels have Internet connection.

Types of Meetings

• Conferences• Conventions • Clinics • Workshops • Lectures or seminars • Symposiums • Trade shows • Exhibitions

Unit 5

Communication

Forms of Communication • Letter,

• Email,

• Fax,

• Face-to face

• Telephone

How We Communicate

Ninety-seven percent of face-to-face communication is through body language (55%) and voice inflection (38%). Only 3 % is actually from the words spoken.

Words

Body Language

Voice Inflection

Body Language

Through the telephone about 70% of communication is through voice inflection with only 30% from words.

Voice Inflection

Words

In written communication you lose both body language and voice inflection so

the actual words must convey the message accurately and professionally.

Advantages of each

• Telephone – speed of communication

• Letter- more professional and is a written document

• Email- Speed of casual communication; can be sent to a group at one time.

• Fax- Speed of written documentation.

Telephone

You can use the telephone every day for internal and external customers.

Who are internal and external customers?

• Listening to customers shows you care about and respect their questions and concerns.

• Listening requires one person (you) to stop talking and to hear what the other speaker (the customer) is saying.

Written Communication.

• Business letters

• Email

• Fax

Advantage of a Letter

The business letter is the best form for

• accuracy,

• documentation and

• professionalism.

• A letter can document changes and become a record of agreement,

• Explain or confirm arrangements,

• Advise the client of important deadlines for payments, visa requirements or other pertinent info.

Important Consideration or Guidelines for Writing a Letter

• Be concise; limit to one page if possible; 300- 400 words should be more than enough in many cases.

• Keep sentences short; less than 17 words; no run-on sentences.

• Paragraphs should be short, indented 5 spaces but is acceptable to have left justified. If left justifying all lines than double-space between paragraphs for easier reading.

Most important is to make sure spelling, punctuation, and grammar are

correct. This will really detract from professionalism if not correct.

Dear Mr. Smith,

You trvael documents wil bee readdy soon.

Email Communication

• For interoffice communication.

• For nonessential bits of information.

• For clients that you have established email as a preferred method of communication.

• Late at night or early in the morning if there is news to impart so the reader can look at it at their leisure.

Guidelines for an Email

• Be sure to include a meaningful, brief subject line.

• Be concise.

• Follow online netiquette such as no capital letters indicating shouting.

• Avoid jargon, acronyms and emoticons such as smiley faces and text/chat room language (i, lol, ur) for a professional communication.

• Use attachments for lengthy information rather than the message box. The reader can open it at their leisure.

• Proofread and watch for clarity of the message, tone and PUGS (punctuation, usage of words, grammar and spelling.)

See you in Week 8

for a review of Units 6-9