Unit Four The Sales and Marketing Department.doc

Unit Four The Sales and Marketing DepartmentT=teacher S=StudentT: What do you think a hotel is actually selling?S: Well, for my part, I would say that a hotel sells its rooms and meals.T: Thats not complete enough. In my opinion, the chief product we are selling in the accommodations industry is hospitality. Hospitality is not an abstraction, but it is a cozy room, a hot shower, a good meal and the act of service to ensure the guest a pleasant stay.S: I see. So the image of a hotel is dependent on the behavior of its employees. But what are the responsibilities of a sales manager?: A sales manager is responsible for developing the market and planning the sales of different services of the hotel. He or she must coordinate a sales effort which involves both internal selling and external selling.S: What do you mean by internal selling?T: Internal selling is concerned with the hotel guests who are already staying at the hotel. For instance, a receptionist can upsell the room and recommend the hotels brunch, a waiter can suggest a dessert to a diner, a bellboy can introduce dining and recreational service items to an in-house guest while delivering baggage to his room. These employees are all making internal sales for the hotel. The print of hotel logo in post-cards, stationary, matchboxes and napkin is one of the internal selling methods. The use of posters, tent cards, brochures in the elevators, lobby, restaurants and hallways can be an effective internal selling method. As a matter of fact, anything that increases sales is considered a promotional device.S: So internal selling takes place within the hotel while external selling does outdoors. What sorts of communication channels or media are employed for external selling?T: Television, radio, neon signs, mails, telephones, internet and personal sales calls.S: Then advertising plays an important role in external selling. Ive read about some ads for the Jiangin International Hotel in newspapers and magazines.T: You are right. A newspaper and magazine advertisement may increase business volume, providing its planned well.S: In addition to advertisements, what other devices should a hotel employ in presenting itself to the public?T: Its the public relations or PR as it is called that makes an important difference in a hotels image. The public relations should present the hotels image to the public in a proper way and help the public t form a positive opinion of the hotel. While advertising is purchased, publicity is a result of what actually happens at the hotel. For example, a piece of news reporting a celebrity is staying at our hotel can have a positive effect on our sales. Likewise, a crime occurred in a hotel and appeared in the newspaper may have a negative effect on the hotel.S: What is marketing?T: Marketing is an important and growing section of industry. It views the consumer as the focal point of all marketing activities. Marketing also requires continuous research and analysis of the needs and wants of the guests. Based on the needs and wants of the guests, we classify them into different segments which, in terms of marketing, is called market segmentation. By tailor-making mix for a well-defined target market, a business can design appropriate product attributes, set reasonable prices and make promotion programs accordingly to serve the needs of the target market.S: Market segmentation is of great help to the improvement of competitiveness and the increase in profit of a business establishment.T: Youve got the point. Furthermore, good marketing calls for more than developing a good product, offering an attractive price and providing an acceptable product to the customers. A variety of communication approaches must be employed in the marketing process, that is, advertising, sales promotions, PR and personal selling. They combine to form the promotion mix.S: Thank you. Ive got some basic knowledge of marketing and sales now.Words and Expressions1. hospitality n 好客2. abstraction n 抽象的概念或词语3. cozy a 温暖舒适的4. upsell v往高价促销5. recreational a 娱乐的6. logo n 标识7. tent card 立卡， 台卡8. hallway n 门厅， 过道9. promotional a 促销的10. communication n 交际， 沟通11. neon n 霓虹12. celebrity n 名人13. publicity n 成名， 知名度，宣传， 广告14. likewise ad 同样地15. consumer n 消费者16. focal a 焦点的17. analysis n 分析18. segmentation n 分割19. marketing mix 市场组合20. attribute n 标志， 属性， 品质21. competitiveness n 竞争22. business establishment经营机构23. beneficial a 有益的24. approach n 方法25. promotion mix促销组合26. for ones part至于某人，对某人来说Notes1. Hospitality is not an abstraction, but it is a cozy room, a hot shower, a good meal and the act of service to ensure the guest a pleasant stay.好客不是个抽象的概念。拥有一间温暖舒适的客房，洗上一个热水澡，吃上一餐可口的饭菜以及确保客人入住愉快的服务行为都是好客。2. The print of hotel logo in postcards, stationery, matchboxes and napkin is one of the internal selling methods.在明信片、文具、火柴和口布上印店徽是一种店内促销方法。3. So, internal selling takes place within the hotel while external selling does outdoors.所以内部促销发生在店内而外部促销发生在店外。Does 用以代替takes place,以避免重复。4. While advertising is purchased, publicity is a result of what actually happens at the hotel.广告是花钱买来的，公关宣传旨在告知（公众）饭店实际发生的（一切）。5. Based on the needs and wants of the guests, we classify them into different segments which, in terms of marketing, are called market segmentation根据宾客的需求，我们将它们分为不同的成分，用市场营销术语来说，这叫做市场分割。6. By tailor-making a marketing mix for a well-defined target market, a business can design appropriate product attributes, set reasonable prices and make promotion programs accordingly to serve the needs of the target market.通过对目标市场进行市场营销组合，一个企业可以设计出既合适又独具特色的产品，确定合理的价格并实施相应的促销计划以满足目标市场的需要。Exercises1. Questions:1. What are the responsibilities of a sales manager?2. What is the internal selling of a hotel?3. What sorts of communication channels or media are employed for external selling?4. How do you understand marketing in a hotel?5. What is considered as good marketing?2. Complete the following with the words given below:Hospitality, brunch, logos, tent cards, media, publicity, market segmentation, accommodation1. Newspapers, radio and TV are the mass ().2. Many university students in U.S.A. often get up late and have ().3. The hotel gained () mainly through TV advertisement.4. The hotel provides luxurious () for 500 guests.5. Many thanks for the () you showed me.6. As a promotional device, the restaurant puts () on the table.7. () are designed so that theyre easily recognized by the public.8. () is of great help to improve the competitiveness of a company.3. Translate the following into English.1. 通过分析客人需求，我们将客人分成(classify)不同的成分，这叫做市场分割(market segmentation).2. 当你遇到困难时，应该寻求帮助（call for）.3. 声音必须和画面协调一致。(coordinate).4. 事实上任何可以增加销售的手段都可视为促销手段。(promotional device)5. 通过对目标市场进行市场营销组合，一个企业就可以为自己设计出既合适又独具特色的产品。(appropriate product attributes)4. Complete the following into Chinese:1. Marketing is an important and growing section of our industry.2. Its the hospitality offered by the hotel staff that will keep the guests coming back.3. The use of hotel logo in postcards and matchboxes is a good way of internal selling.4. The sales manager is responsible for developing the market and planning the sales of different services of the hotel.5. Public relations should present the hotels image to the public in a proper way and help the public to form a positive opinion of the hotel.Reading MaterialBrandingProducts can be sold as unbranded commodities. Raw materials are still treated in this way, but increasingly branding is becoming dominant, even in the supply of industrial components and in hitherto unbranded areas such as vegetables.What is the power of brand? Would you buy unpackaged, unbranded breakfast cereal from an itinerant street-trader? Would you buy perfume as a present for a female relative if it came in an unlabelled brown bottle? Would you buy an anonymous microcomputer from an anonymous source? Branding saves us much time as consumers. A simple word or two comes to represent a wealth of associations, for us and for others, and can offer detailed expectations so that we do not need to ponder on the possibly murky channels used by the trader in obtaining supplies of breakfast cereal. We know the female relative will like the perfume-she may have even previously specified the brand. We know the range of compatible software for the microcomputer. Consumers learn to place some reliance upon brand names when evaluating competing products. In service, too, branding can serve the consumer by offering consistent, identifiable services which might reduce confusion and save on search time.There are several options in brand strategy. A company can sell under its own brand or under that of another company. In the latter case it is often a retailers own label. In using the companys brand a choice will be needed between using a “family” brand name or all that firms brands, as opposed to giving each product an individual brand name.Dialogue for PracticeMenu PlanningMrs Amy Richards (A), General Manager of a four-star hotel is talking about lodging management with her niece, Rose, a student majoring in Hotel Management.A：Rose, let me ask you one question. What do you think is critical to the management of food service industry besides personnel?R: The service?A: No, its menu planning. You know, everything starts with the menu in every property. R: Who does the menu planning? The head chef?A: Yes, but the head chef is not only one of those who do the menu planning. This is practically teamwork, or a product of a group of persons including the restaurant manager, the head chef, B&F director, cost controller and the head of purchasing. Oh, how can I forget the financial controller, who controls every penny the property expends?R: So many person. It seems to me menu planning is not as easy as I have thought.A: Yeah. Its pretty complicated. Those decision makers will have to do a lot of research work before they choose the menu items. The very first thing they should do is to conduct market survey. Some of them might go to other cities to sample all kinds of food and try to find out which food appeals to the guests and whether it will be well accepted in their own property. Price, the capacities of the kitchen, the availability and cost of raw material and the competitiveness of the food will also be taken into consideration. The purpose is to find the target market and the potential guests: married couples with a child, lovers, teenagers and the kids.R: How can these planners know theyve decided on the appropriate types of menu items?A: According to the preferences of the guests and the rate of investment return for the property.R: Only these two factors?A: No, there are some more. They will have to consider some other factors like the theme of t