《酒店管理》（英文版） Hotel Marketing

Hotel Marketing 1. Internal selling &external selling 2. Hotel marketing strategies

Hotel Marketing 1.Internal selling &external selling 2. Hotel Marketing strategies

In the marketing aspect, the chief product of a hotel is hospitality, such as a comfortable bed, a hot shower, a good meal, a courteous doorman, etc So a hotels image is dependent on the action of its employees, not only the duties of the sales manager The sales manager plans the sales of the different services of the hotel, including both internal selling and external selling

• In the marketing aspect, the chief product of a hotel is hospitality, such as a comfortable bed, a hot shower, a good meal, a courteous doorman, etc. So a hotel’s image is dependent on the action of its employees, not only the duties of the sales manager. • The sales manager plans the sales of the different services of the hotel, including both internal selling and external selling

Internal selling Internal selling: the selling of goods and services to guests who are already staying at the hotel Eg a room clerk can recommend the hotels room service a waiter can add a dessert to a diners meal The use of porter in the hotel, etc

Internal selling • Internal selling: the selling of goods and services to guests who are already staying at the hotel. • Eg: a room clerk can recommend the hotel’ s room service; • a waiter can add a dessert to a diner’s meal; • The use of porter in the hotel,etc

External selling External selling refers to the selling which takes place out the hotel in order to attract new business It involves promoting the hotel to prospective customers through different kinds of communication channels or media such as neon signs, mails, radio, television and internet etc

External selling • External selling refers to the selling which takes place out the hotel in order to attract new business. • It involves promoting the hotel to prospective customers through different kinds of communication channels or media, such as neon signs, mails, radio, television and internet, etc

important role in external selling aid promotion, plays an advertising, which is called pa 2. Public relations, which is unpaid promotion, is another method a hotel should consider in presenting itself to the public. Public relations should present the hotel's image to the public in a positive way Travel agents play an important part in referring their clients to one hotel or another. Hotels may give profitable prices for groups. It may increase the hotel's occupation rate efforts should also be made to gain the good will of people in the hotel community or of others who may help to bring convention business to the hotel

• 1. Advertising, which is called paid promotion, plays an important role in external selling. • 2. Public relations, which is unpaid promotion, is another method a hotel should consider in presenting itself to the public. Public relations should present the hotel’s image to the public in a positive way. • Travel agents play an important part in referring their clients to one hotel or another. Hotels may give profitable prices for groups. It may increase the hotel’s occupation rate. • Efforts should also be made to gain the good will of people in the hotel community or of others who may help to bring convention business to the hotel

Hotel marketing strategies 1.4PS 2.4Cs ·3.4RsS 4. new concepts of hotel marketing

Hotel marketing strategies • 1. 4Ps • 2.4Cs • 3. 4Rs • 4. new concepts of hotel marketing

1、饭店传统的营销组合策略——4Ps营销 组合 1. Product产品 2 Price价格 3 Place营销渠道 4 Promotion促销方式

1、饭店传统的营销组合策略——4Ps营销 组合 1.Product 产品 2.Price 价格 3.Place 营销渠道 4.Promotion促销方式

2、饭店新型营销组合策略4CS 20世纪90年代4Cs营销组合策略 1.宾客( customer) 2.消费成本(cost) 3.便捷( convenience 4.沟通( communication)

2、饭店新型营销组合策略4Cs 20世纪90年代4Cs 营销组合策略： 1.宾客（customer） 2. 消费成本（cost） 3. 便捷（convenience） 4. 沟通(communication）

3. 4Rs marketing strategies American scholar Done Schultz proposed 4Rs marketing strategies That is l. relative-现代企业营销的关键在于能否与消费 者建立关联( relative)、 3. relation-·能否开展关系营销( relation/) 2. reaction--能否提高市场反应速( reaction 4. reward-能否得到回报( reward)

3. 4Rs marketing strategies American scholar Done Schultz proposed 4Rs marketing strategies. That is: 1. relative---现代企业营销的关键在于能否与消费 者建立关联（relative）、 2. reaction---能否提高市场反应速（reaction） 3. relation---能否开展关系营销（relation）、 4. reward---能否得到回报（reward）

New concepts of hotel marketing theme marketing 2. opportunity marketing 3. service marketing 4. on-line marketing 5 time sharing marketing分时度假

New concepts of hotel marketing • 1. theme marketing • 2. opportunity marketing • 3. service marketing • 4. on-line marketing • 5. time sharing marketing分时度假