PP7- Sales and Marketing Management in Hospitality
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Questions and Answers

What is one of the primary responsibilities of the MICE Department?

  • Control daily rates management
  • Negotiate contracts with external intermediates
  • Coordinate events and groups arriving at the hotel (correct)
  • Attend trade fairs and workshops

    • Which of the following tasks is NOT under the purview of the Reservations Manager?

  • Control of booking and availability
  • Sales visits (correct)
  • Revenue management
  • Demand planning

    • What does the term 'service order' refer to in the context of MICE?

  • A checklist for conducting sales visits
  • A document outlining hotel room availability
  • A report evaluating sales management ratios
  • A document detailing group services related to food and beverages (correct)

    • Which professional profile is responsible for negotiating contracts with travel agencies and tour operators?

    <p>Sales Executive / External Sales Manager (A)</p> Signup and view all the answers

    What is a key role of the Conference Manager within the MICE structure?

    <p>Coordinating interdepartmental communication (A)</p> Signup and view all the answers

    Which responsibility does the Reservations Manager NOT have?

    <p>Quotations for group contracts (A)</p> Signup and view all the answers

    What does 'revenue management' entail for the Reservations Manager?

    <p>Adjusting room rates based on demand (B)</p> Signup and view all the answers

    Which indicator is used to evaluate the performance of an organization’s internal processes?

    <p>Management Indicators (B)</p> Signup and view all the answers

    What is NOT a responsibility of the Sales Department?

    <p>Recruiting hotel staff (D)</p> Signup and view all the answers

    Which marketing decision level involves day-to-day operational decisions?

    <p>Tactical decisions (D)</p> Signup and view all the answers

    Which of the following is part of the initial process of identifying needs?

    <p>SWOT analysis (D)</p> Signup and view all the answers

    What is implied in the concept of 'Demand' in sales and marketing?

    <p>Stimulating interest in products (B)</p> Signup and view all the answers

    Which task does NOT typically belong to the Sales and Marketing Basic Tasks?

    <p>Employee training and development (D)</p> Signup and view all the answers

    Which of the following actions is part of developing marketing strategies 2.0?

    <p>Engagement on social networks (A)</p> Signup and view all the answers

    What type of analysis is used to identify competitive advantages?

    <p>SWOT analysis (A)</p> Signup and view all the answers

    What is a crucial element in Customer Relationship Management (CRM)?

    <p>Database updates for potential customers (C)</p> Signup and view all the answers

    Flashcards

    Hotel Positioning

    How a hotel presents itself to potential customers and how it differentiates itself from competitors.

    Market Segmentation

    Dividing the potential customer base into groups with similar needs and characteristics.

    Branding

    Creating a unique identity for the hotel through a name, logo, and overall image.

    What are the 4 Ps of Marketing?

    Product, Price, Place, Promotion. These are the key elements that a hotel uses to attract customers and create a successful marketing strategy.

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    Strategic Decisions

    Long-term decisions that shape the overall direction of the hotel's sales and marketing strategies.

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    Tactical Decisions

    Short-term decisions made to respond to daily events or unexpected situations.

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    SWOT Analysis

    A tool used to assess the hotel's Strengths, Weaknesses, Opportunities, and Threats.

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    CRM

    Customer Relationship Management. It's a system used to manage customer information, track interactions, and provide personalized experiences.

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    MICE Department

    The department responsible for coordinating events and groups arriving at the hotel, managing bookings, billing, and communicating with other departments.

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    What does MICE stand for?

    MICE stands for Meetings, Incentives, Conventions, and Exhibitions. The term is commonly used in the hospitality industry to refer to events and groups that require specific services and coordination.

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    Sales Director

    A senior manager responsible for the overall sales strategy of the hotel, including MICE, reservations, revenue management, and marketing.

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    Sales Executive

    A professional responsible for acquiring new clients and managing external sales for the hotel. They might attend trade fairs and negotiate contracts with travel agencies.

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    MICE Team Manager

    The professional responsible for internal sales and logistics within the hotel for MICE events. They manage quotations, site inspections, pre and post-event coordination, and internal communication.

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    Reservations Manager

    The professional responsible for managing bookings, availability, rates, revenue, and demand forecasting for the hotel.

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    Service Order

    A document that details all the information about a MICE group's food and beverage needs.

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    Management Indicators

    Measurable units that help assess the performance of different areas within an organization.

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    Study Notes

    Sales and Marketing Management in Hospitality

    • Sales Department Responsibilities: Hotel positioning, market segmentation, branding, distribution and sale of products/services.
    • Marketing Strategy Alignment: The sales department creates the hotel's marketing strategy based on the 4Ps (Product, Price, Place, Promotion).
    • Decision Levels: Hospitality management involves two levels:
      • Strategic decisions: Medium to long-term decisions, segmenting and positioning.
      • Tactical decisions: Daily operations and responses to unexpected events.
    • Basic Sales & Marketing Tasks: Market research(including SWOT analysis), identifying market opportunities, target segmentation, competitive advantage, event information research.
    • Sales and Marketing Task Process: A process of identifying needs and goals that involves competency/product/location analyses, leading to commercialization/communication actions and strategies, double-checking and analysis of goals, and eventually, a sales process.
    • Demand Stimulation: Estimate demand, attract potential customers, and create advertising campaigns.
    • Public Relations: Fairs, workshops, parties, numeric (ratio) and customer satisfaction indicators (statistics).
    • Interconnectedness: Sales, Marketing, revenue management work together.
    • Sales & Marketing Tasks: Define potential customers, develop updated CRM databases, contact event organizers/companies/partners, create distribution channels and intermediate contracts, create 2.0 marketing strategies, and maintain social media presence for sector networking.
    • MICE Department Operational Tasks: Coordinate events, communicate with departments, create quotations, manage operations and billing, and collaborate with food and beverage.

    Organizational Structure

    • Sales Director: Oversees the sales department.
    • Sales Manager: Manages specific sales functions.
    • MICE/Conference Manager: Manages meetings, incentives, conventions, and exhibitions.
    • Reservations/Revenue Management: Manages reservations, and daily rate/revenue management, with demand planning.
    • Marketing: Manages marketing strategies.
    • Communication Team: Responsible for communication.
    • Public Relations: Manages public relations efforts.
    • Conference, Catering, Reservations, Agent Teams: Support and/or manage specific aspects of the operation.

    Sales Executive/External Sales Manager

    • Profile: National and international external commercialization, attending trade fairs/congresses, negotiating contracts with external intermediaries (e.g., travel agencies, tour operators).
    • Sales Management: Analysis and comparison of sales management ratios.

    MICE Team Manager

    • Profile Responsibilities: Hotel internal commercialization, sales visits, quotations, site inspections, interdepartmental communication, service order development, group summaries/business reports, pre/post-event attendance and coordination.

    Reservations Manager

    • Profile Responsibilities: Controlling bookings and availability, managing reservations, managing daily/revenue rates, demand planning.

    Glossary

    • Service order: Document with MICE information related to food/beverages.
    • Management Indicators: Metrics for evaluating departmental/organizational performance.
    • Site Inspection: Visiting a hotel property to assess it.
    • SWOT: Strengths, weaknesses, opportunities, and threats analysis.
    • Marketing Plan: A marketing strategy for the coming year.
    • Quotation: Formal statement of estimated costs for a service.
    • Operations: Managing internal business operations for efficiency.
    • Benchmarking: Measuring business performance against industry best practices.

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    Related Documents

    Hospitality Management - Sales & Marketing PDF

    Description

    Explore the essential responsibilities and strategies involved in the Sales and Marketing Management for Hospitality. This quiz covers the alignment of marketing strategies with the 4Ps, decision-making processes, and basic tasks necessary for market research and competitive advantage. Test your knowledge on how to effectively position a hotel and respond to market opportunities.

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