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CHSP Certified Hospitality Sales
Professional (American Hotel & Lodging
Educational Institute) STUDY GUIDE
Marketing A system of interrelated activities formulated to plan, price, promote and make available to consumers in a target market. sales Direct efforts to sell a property by personal sales calls, telecommunication and mailings. marketing mix combination of the four P's of marketing; product, place, promotion and price. 4 P's of marketing product, place, price and promotion (controlled variables) Product-Service Mix guestroom, furnishings, decor, amenities, service features, structure/exterior, quality/name brand. Place-Distribution Mix travel agents, tour operators, salespeople, referral groups, reservation systems, direct sales
Promotional - Communication Mix publicity, internal sales, media advertising, direct sales, public relations, word-of-mouth Price - Rate Mix room rates, menu pricing, amenity fees, beverage prices, discounts, commissions Valley period off-season, when demand is lowest peak period in-season, when demand is highest shoulder period time frame between a peak and a valley uncontrollable variables external factors such as a recession, energy crisis, natural disaster, weather conditions Director of Marketing Difference between DOM and DOS is that the DOM deals more with research and strategy and is concerned with identifying the needs and wants of consumers.
Consolidation the combination of two or more corporations to form one corporation. Partnership marketing Two or more firms, serving the same markets with non-competitive products joining together. Also known as developing strategic alliances and synergism marketing. strategic alliances like - kind alliances team up to increase their presence in the market. niche marketing designing, building and marketing products for a specific market segment. ecotourism tourism that promotes enjoyment of nature; may includes efforts to protect or preserve the visited region. relationship marketing Customers are assets. Retaining customers by nurturing and sustaining a relationship with them. service guarantee
promise made to customers that they will be 100% satisfied. marketing plan a guide for marketing, sales, advertising, and promotional efforts. Steps of a marketing plan: conduct mkt audit, select profitable target mkts, position the property, establish objectives and action plans, monitor & evaluate the plan. marketing audit evaluation of a business, it's competition and the marketplace marketing intelligence information that has been analyzed, evaluated and formatted to help formulate plans and make decisions. marketing information system the people, the equipment and procedures involved in gathering and analyzing data to provide accurate info to marketing decision makers. property analysis evaluation of a business's facilities, services and programs to determine its strengths and weaknesses
market segementation dividing the market into groups with similar needs, wants, backgrounds, incomes, buying habits market share number of room nights a property sells compared with the total number of room nights within a market area. marketplace analysis evaluation of environmental trends affecting a business. Such as changes in lifestyles, societal values, economic conditions and technology positioning the process of how consumers perceive the products and services offered by a hotel in relation to similar products/services by the competitor. RevPAR revenue per available room. target markets market segments with the greatest potential. marketing activities are aimed here. zero-base budget budget that starts at zero and forces planners to justify expenditures.
