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?

Sales Executive / External Sales Manager Signup and view all the answers

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

Coordinating interdepartmental communication Signup and view all the answers

Which responsibility does the Reservations Manager NOT have?

Quotations for group contracts Signup and view all the answers

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

Adjusting room rates based on demand Signup and view all the answers

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

Management Indicators Signup and view all the answers

What is NOT a responsibility of the Sales Department?

Recruiting hotel staff Signup and view all the answers

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

Tactical decisions Signup and view all the answers

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

SWOT analysis Signup and view all the answers

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

Stimulating interest in products Signup and view all the answers

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

Employee training and development Signup and view all the answers

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

Engagement on social networks Signup and view all the answers

What type of analysis is used to identify competitive advantages?

SWOT analysis Signup and view all the answers

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

Database updates for potential customers Signup and view all the answers

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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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.