Hospitality Sales : A Marketing Approach

by Shaw, Margaret; Morris, Susan V.

• ISBN13: 9780471296799
• ISBN10: 0471296791
• Edition: 1st
• Format: Hardcover
• Copyright: 1999-09-13
• Publisher: Wiley
• More Book Details
• Purchase Benefits

Summary

What It Takes to be a Leader in Hospitality Sales-Principles and Techniques for Success What's the key to success in today's competitive hospitality industry? Sales-the art and science of telling potential customers that you have the product they need, when they need it, and where, at a price that's right for them. Hospitality Sales: A Marketing Approach provides in-depth instruction based on the strategies of leading hospitality organizations. This comprehensive book introduces crucial sales and marketing concepts and describes how they apply to hospitality businesses and customers. An unparalleled teaching resource, this book: * Presents selling as the vital link between marketing and operations * Explains concepts and practices with clear, real-world examples * Explores sales management technology, from office automation and yield management technology to point-of-sale systems and guest service technology * Provides summaries and discussion questions at the end of each chapter * Features a quick-reference glossary of important terms Hospitality Sales: A Marketing Approach introduces students in any undergraduate program to the real world of hospitality sales and gives them the solid grounding they will need to embark on a successful career in hospitality sales.

Author Biography

<b>MARGARET SHAW, BS, MBA, PhD</b>, is Professor at the University of Guelph in Ontario, Canada. <b>SUSAN V. MORRIS</b>, Vice President, Marketing for HQ Global Workplaces, Inc., spent ten years at the top levels of the Marriott sales organization.

Table of Contents

Preface	ix
PART ONE: SETTING THE STAGE	1	(42)
Introduction to Sales and Marketing	3	(18)
Sales and Marketing	4	(1)
Sales and Operations	5	(4)
Sales and Marketing Management	9	(5)
The Marketing Plan	14	(4)
Summary	18	(3)
The Marketing Communication Mix	21	(22)
Personal Selling	22	(4)
Advertising	26	(5)
Direct Mail	31	(2)
Public Relations	33	(1)
Brochures and Other Collateral	34	(2)
Merchandising	36	(2)
Special Promotions	38	(1)
Summary	38	(5)
PART TWO: THE PLAYERS	43	(74)
Hospitality Customers: The Buyers	45	(20)
Individual Business Customers	46	(5)
Business Meetings and Conventions	51	(3)
Exhibits and Trade Shows	54	(1)
Institutional Market	55	(1)
Leisure Customers	55	(6)
Summary	61	(4)
Hospitality Businesses: The Suppliers	65	(30)
Hotels, Resorts, and Conference Centers	66	(17)
Restaurants, Catering, and Contract Foodservices	83	(7)
Summary	90	(5)
Hospitality Businesses: More Suppliers	95	(22)
Convention Centers	96	(2)
Casinos and Gaming	98	(5)
Cruise Lines	103	(2)
Timeshare and Vacation Ownership	105	(1)
Country Inns and Bed-and-Breakfasts	106	(1)
Theme Parks	107	(2)
Tourism Destinations	109	(1)
Summary	110	(7)
PART THREE: PERSONAL SELLING AND SALES MANAGEMENT	117	(154)
Personal Selling: The Sales Process	119	(46)
Prospecting and Account Qualification	120	(8)
Probing and Solving Customers' Problems	128	(7)
Presentations, Negotiations, and Pricing	135	(13)
Overcoming Objections and Closing the Sale	148	(6)
Contracts and Letters of Agreement	154	(7)
Summary	161	(4)
Personal Selling: The Delivery	165	(30)
Servicing the Account	166	(12)
Measuring Customer Satisfaction	178	(13)
Summary	191	(4)
Sales Management	195	(26)
Sales Organization	196	(7)
Sales Account Management	203	(4)
Recruitment: Hiring the Sales Force	207	(1)
Training and Development	208	(3)
Goal Setting	211	(4)
Performance Appraisals	215	(2)
Summary	217	(4)
Sales and Technology: Part A Management and Operations	221	(22)
Sales Office Automation	222	(6)
Yield Management Technology	228	(3)
Point-of-Sale Systems	231	(1)
Guest Service Technology	232	(3)
Property Management Systems	235	(4)
Summary	239	(4)
Sales and Technology: Part B The Hospitality Customer	243	(28)
Central Reservation Systems	244	(4)
Global Distribution Systems	248	(3)
Database Marketing	251	(5)
Sales Support Tools	256	(2)
The Internet and World Wide Web	258	(8)
Summary	266	(5)
PART FOUR: INTERMEDIARIES AND PARTNERSHIPS	271	(52)
Intermediaries	273	(28)
Travel Agents	274	(6)
Wholesale Tour Operators	280	(7)
Incentive Travel Houses	287	(5)
Independent Meeting Planners	292	(1)
Convention and Visitors Bureaus	293	(3)
Summary	296	(5)
Hospitality Partnerships	301	(22)
Reservation Networks, Consortia, and Affiliations	302	(4)
Frequent-Traveler Programs	306	(2)
Hotel and Restaurant Partnerships	308	(3)
Like-Kind Business Partnerships	311	(2)
Related-Business Partnerships	313	(3)
Relationship Marketing	316	(4)
Summary	320	(3)
Glossary	323	(10)
Index	333