Sales and Marketing in the Lodging Industry
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Sales and Marketing Paper
Prepare a paper in which you analyze the role of sales and marketing in the lodging industry. In your paper, address the following:
o Examine the relationship between the marketing and sales in a lodging operation. How can they work together to improve the bottom line of a lodging operation?
o Discuss the importance of segmentation, targeting, and positioning (STP) in the lodging industry. What resources are available to lodging operations to help them segment and target a market?
o Explain the importance of the sales process in the lodging industry. What role does prospecting play in a comprehensive sales and marketing plan? How can a lodging operation use prospecting as a sales tool?
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Solution Summary
This solution discusses aspects of sales and marketing in the lodging industry.
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When a consumer decides to book a hotel room they have an array of choices never seen before. The consumer can easily go to several web sites such as expedia.com or priceline.com as well as go directly to a particular hotels web site and book a room. That is why it is so important for a hotel's chief marketing officer to make sure that the brand is placed in the correct setting to attract the desired clientele. Once the targeted market has been selected most hotels have a sales team that will call on them and offer them incentives to come and book rooms at the hotel. Some of the incentives that sales groups offer include discounted lodging for large groups, meeting spaces, golf outings or other leisure activities. Once the individual or group are the hotel then the marketing team has the opportunity continue inculcating (continuously stimulating with input) the individual or group with other hotel offerings in an effort to cross sale or up sale in order make the property has profitable as possible.
Prospecting is one of the most important things a hotel can do to achieve a high occupancy rate. One thing to remember is that a hotel has cost associated with each room and the hotel will have to carry those cost whether the room is ...
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