2.) 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?
3.) 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? Each question needs at least 400 words in its response. There are 3 questions total.
1.) 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?
There is an intrinsic relationship between marketing and sales in a lodging operation. The marketing develops the strategy for development of the lodging facilities, the services provided, location, pricing, the means of distribution, positioning, and advertisement campaigns for the lodging industry. Currently, marketing has started developing loyalty and reward programs.
Sales in the lodging industry mainly means the sales teams that sell large packets to tour operators, organizations, and travel agencies. It also means the online personnel that interact directly with the customers, assess their needs, provide information about the lodging facilities that meet her requirement and close the deal with the potential customers.
There is a close relationship between the sales team both B2B and retail and the marketing in the lodging industry. The marketing can take facility development, decoration, and even location decision based on the customer information received from the sales personnel. Even the price can be set more accurately to satisfy the needs of the customers if the feedback and information received from customers. The sales people are in touch with the customers/agents and are in a position to know the exact needs of the customers. The sales and marketing need to work together, to develop a marketing mix in the lodging industry that satisfies the customer and gives the firm a competitive advantage. Similarly, it is important for the sales team to know the marketing strategies developed by the marketing department. They must know ...