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I.
161 - Marketingfor Hcspitahty Industry
The hospitality industry
and relaxation.
empl oyment. 3. The structure of the industry
The Hospitality Industry
Commercial operators
H otel s L icensed premises bars Cafe Restaurants
Roadside operators Other travel operators Holiday operators
~.
Welfare Operators
Educational establishments Medical/health services Prisons Forces Government agencies
Event caterers Tourist facility operators
a. Commercial and welfare:
--
customers .
.
Yi L ee IviI023rii:london!hct.ac.llk)
M arketmg for HospitalityIndustry
Oxford House College
DHM
161 - Marketing
Industry
1. What is marketing?
needs profitably. 2. Reactive marketing
reductions in demand.
3.
Identifying markets
4. Identifying customer needs
long term needs, etc.
-
demand. b. What to consider? Products/services/facilities, the style, location and access. rr:
'product ranges' or create new ones.
Industry
Oxford
HouseCollege
dissatisfaction.
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for Hospitality
Industry
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Yi L ee (yil023@!uni.ac.uk)
Marketing
for Hospitality
Oxford House College
I
OHM 161- Marketing for Hospitality
1. What are hospitality products?
the customer.
receives.
from.
--
~
products designed to attract different types of.£_ustomers.
-------
competitors.
-
or product ran~e. III.
2.~) a.
Primary products/Secondary
products
to:
segments wil l be attracted.
demand.
Yi L ee (yiI023Iiilunl.ac.uk)
Marketing
for Hospitality
Oxford House College
DHM
161-
Marketing
for Hospitality
3. T
~_---;
pricc~
.---
a. Wh~e--the
pricing policy?
1). The~val ue of the core products
3). Operational costs . 4). Fixed costs.
5). Variable costs. b.~ strategy_ 2).Highprice: profit-orientated
strat~
4.~
on l ocation? 1).Accessibility for customers; 2). Existence of other competitors;
4). Costs; 5). Sites and services available.
y~
~mportance on products?)
products. 3). Maintain demand for products.
company. b. Vi L ee (
[email protected])
Tools used to promote: Marketing
for Hospitality
Oxford House College
DHM
161-
Marketing
PQ
for Hospitality
lVcllCQ)
,
3). Merchandising 4). Public rda~ 5). Sal es promotions
-
6). Sponsorship
.-
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The marketing and sales function
Factors affect Marketing department:
b.
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e.
Costs.
f.
The method of distribution.
2.
The national marketing department
board.
4. V
The unit marketing and sales department.
The use of external marketing and sales agencies 1. Advertising agencies.
Yi L ee (
[email protected])
2.
Public relations agencies.
3.
Sales representations and agencies.
4.
Direct mail companies. Marketing
for Hospitality
Oxford House College
OHM 161- Marketing for Hospitality
5.
VI.
Marketing
consultants
Government assistance
consultancy and initiatives. VII.
Hospitality marketing and sales personnel 1. The sales individual should possess:
e~tin~ e. 2.
Yi L ee (yil023(aJunl.ac.uk)
cusiamers.
Organisational skills
Product knowledge
Marketing
for Hospitality
Oxford House College
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161 -
Marketing for Hospitality
Marketing strategies Marketing position and segmentation
1.
1. Marketing position
.
particular market sectors.
4). Sales and marketing activities. 5). Adaptations to market change. 3. Alteration to positioning
4.
Marketing segmentation
, satisfying their particular needs. buying behaviours
DHM
161-- Marketing
for Hospitality
behaviour?
or facilities.
particular customers.
groups.
or services.
operator.
ee (yiI0230illnl.ac.uk)
Marketing for Hospital
Oxford House College
DHM
161- Marketing
for Hospitality
t : , ~vc ,
)OhJQI(..)!
t.u it u re
.Attltu de Le ,lm ing P e rce p t: on
to:
facilities to changing demand.
group needs, decides to upgrade specific facilities.
particular groups, thereby not wasting costly activity on market groups that have little need of its facilities.
within the facilities.
10). Pl an and forecast budgets. e. Market segment groups
1). The source of the booking. 2). Socio-economic grouping. 3). The characteristics
of the group.
Marketing
for Hospitality
O xford
DHM
161-- Marketing
for Hospitality
4). Product
utilisation.
5). Duration
of utilisation
---
Groups must be:
1). Of appropriate size 2). Accessible
3)_ Contain appropriate
demand
1" 1'
4). Profitabl II.
The product life cycle:
1 . Definition: and demand.
c.
Maturity:
d.
Decline:
sales plateau. and
customer
behaviour alters
a.
On introduction and effective
with appropriate planning.
effectivel y. c.
On maturity s~: with customers.
d.
On
decline stage: Withdrawalsfrom the market, adaptation of the
outs.
II.
The concept of branding
1 . The definition ofbranding
I
Branding is the provision
£ositioning
,
a.
its
of a
within the market £lace.
Set up units
----------------------------
from
a
tried- and- testedformul a. Yi L ee (yiI023ra'uni.acuk)
Marketing
for Hospitality
Oxford House College
-
standard.
.- -
b. Operation
c. Promotion and advertising
3. The disadvantages of branding a. Consumers' perception
too higha cost.
b. Size
c. Costs
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DIIM 161-
Marketing
for Hospitality
Marketing for Hospitality Week.S [ ---
I.
Identifying customer needs The importance of identifying demand 1. 'efinition
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j
location, pricing and promotion. IS
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sales records
3). Customer details/guest histories " " ...t 4). Sales enquiries records r t- ......
~~" " ' l
5). Cost and revenue records e. r Analysis of external data _____________ Exam les of external data:
periodical .
forms of advertising.
of business.
f.
r> -J jlM ~
Competitor analysis
Yi L ee (
[email protected])
Marketing
lor Hospitality
Oxford House College
\N ~
.' ~'.. DHM
161-M~rkcting
identify boththe competitors' additional g.
e S{~lc",~~ information. ;" , dt..s/'r- , o-
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data
~ D"'_
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facilities,
services
Jora.c~
and units.
Yi L ee (hospitality@oxfordhousegroup,com)
Marketing
~
j
for Hospitality
'0 ~
/~I""'"(;~~ ,
Oxford House College
('!I('D
OHM 161- Marketing for Hospitaluy
2.
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Budgets,
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staffing {vb
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building
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castsr q_\-.\
f.
previsisning
g.
discounting
Matching demand to products Problems
may occur if:
and planning
Vi L ee (hospitality@oxfordhousegroup,com)
Marketing
for Hospitality
has been
Oxford House College
c.,
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Week.6
•
Marketing Planning,
1.
methods
and sales methods
--
- -
---
- - - - - - - - - - - - - - -
and control
1. The identification of methods
or marketing
actions
~ actions - c- an- p- r- ov- l - a'- e- the
---
--
--------
how they interact withthe consumer: a.
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actions:
product, service
b.
or facility
creating
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--
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marketing
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Marketing for Hospitality
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Marketing
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Oxford House College
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Marketing
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Oxford House College
DHM 161-
Marketing
for Hospitality
I. Aspects of motivation
.
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training
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induction
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product
c.
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customer
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company shares
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greatest opportunity b.
at areas, opportunity
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Marketing
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Oxford House College
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OHM 161- Marketing for Hospitality
requirements.
b. Negotiating withthewrong person c.
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Yi L ee (
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Marketing
for Hospitality
Oxford House College
DHM
161-
Marketing tor Hospitality
informed about the appoinment.
and being friendly rather than familiar.
mental barriers being created.
facilities are set up appropriately.
next action to be taken.
t~A~1Ot< 4 a.
sound product knowledge;
b. good listening skills; c.
authority to negotiate terms;
lw :_.
and closing a sale;
facility he or she is selling. 3. Sales aids used in presentations a.
1<
Slides and videos
b. Brochures and leaflets c. Presentation pack V.
The importance of customer care
represent value for money.
Yi L ee (
[email protected])
Marketing
tor Hospitality
Oxford House College
the operator's sal es team.
general
facilities
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services.
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and
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.
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T O U R I S M · H O T E L · C AT E R I N G MANAGEMENT
118-120Great Titchfield Street, London, W1W 6SS
EXAMINATION CTHCM Diploma in Hotel Management Marketing
Subject:
(DHM
J une 2005 2.5 hours
Time Allow ed : lnstr u c tions:
On completionqfyour
examination:
Marks Allocation Section A =
40% of the module grade
Section B =
60% of the module grade
©Copyright CTHCM 2005
161)
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DHM 161; Marketing- June
TOU RISM' HOTEL' CATERING
2005
MANAGEMENT
SECTION A
APEST analysis includes; a)
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inri 11111
TOU RISM· HOTEL· CATERING MANAGEMENT
118-120Great Titchficld Street, London, W1W 6SS
CTHCM Diploma in Hotel Management M arketing
Su f? je c t :
(DHM 161)
Se r ie s:
2.5 hours
Time .Allow ed:
This Examination Paper contains TWOSECTIONS. Answer ALL questions in Section A. Answer any THREE
questions in Section B.
On completionifyotlr
examination:
Marks Allocation Section A:: Section B =
40% of the module grade
©Copyright
2005
CTHCM
60% of the module grade
CO NI "Ffl l ' AA"1 1 0 N
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TOU RISM· HOTEL· CATERING
SECTION
A
\X 1hatdoes the term market mean?
A2.
(2 marks) (2 marks) (2 maries)
A4.
Explain the term segmentation. Define the term market intelligence.
(2 marks)
a newspaper.
(2 marks) (2 marks)
9 A.
collected by a company.
(2 marks)
What is a logo?
(2 marks) (2 marks)
All.
(4 marks)
All.
A13. A14.
©Copynght
Define customer mix research.
(4 marks)
campaIgn.
(4 marks)
aspects of public relations.
(4 marks)
CTHCM,
2005
DHM I 61 :
a keti g
- September
2005
TOU RISM" HOTEL" CATERING MANAGEMFNT
B1.
(20 mar e s)
B2.
business would do.
B3"
(20
ar ks)
(1 0
ar ks)
(1 0
ar ks)
B4.
\
from
customei-s:--
(- I ar ks)
you have described.
(8
ar ks)
the guests' responses.
(8
ar ks)
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©Copyright
CTHCM.
2005
3
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TO URIS M· HOTEL· CATERING M AN:\c'EM f.NT
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2005
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TOU RISM· BOTEL· CATERING MANAGEMENT
CTHCM Diploma in Hotel Management Su b je d :
M arketing
Ser ie.r: Time
September 2004
AII01J)ed:
2.5 hours
This Examination Paper contains TWOSECTIONS. Answer any THREE ~
questions in Section
'J ~
j\1arkJ
Allocation
Section B
=
60% of the module grade
B.
DHM
161: Marketing
~ntm l - September 2004
SECTION A
1
------
(2 mar kj)
2,
3.
(2 mar k.!) What are sampling errors?
(2 m ar kJ )
4. sel l ing?.
5,
(! llJ urkJ )
----
\'{1hatis the main aim of marketing?
(2 mar e s)
6. 7.
8. 9.
(2 mar iss)
10.
11.
12.
(2 mar e s) or a travel agency might face.
(4 mar e s}
13.
(4 mar e s) 14,
(4 mar e s)
15,
"'C()PYright CTHeM. 2004
2
TOU RISM·HOI M : \N '\\..~M
H'CAHRING NI
SECTION B
Bl.
(20 marks)
" -~
B2.
d
St } .......... -
segments
J-
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it attracts,j1nd
Q2: : 1.V
I ,r
< Y" - -
)
carry out resc;trcb! to
might expect to attract.
Beijing
(20 mar /e s}
B3. (1 2 markj)
industry.
8 ( mar e s}
- - - - B4.
.
purchased from you.
3
i1ntml DHM
161: Marketing
- September 2004
M AN AG I :.M I ::t" J " [
B5. offer
special
discount
impression,
and another
will fill the resort. Explain
the advantages
and disadvantages
of both these
suggestions.
(20 marks)
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TOURISTYI .HOTEL· CATERIN G MANAGEMENT
118-120 Great Titchfield Street, London,
WIW (iSS
---------------------------------------------------------------------------
EXAMINATION
Su b je c t
Marketing
Se r ie s:
J anuary 2005
Time Allow ed·
lHarks Allocation Section A =
Section B =
, !.c)pyright
(DHl\1161)
40°,0.of the module grade
2005
2.5 hours
_ .Ianuary 200S
, ' vl ANAG[M £NT
SECTION A
(2 mar ks)
(2 mar e s) I
(2 marlzs)
J
What is a SWOT analysis?
'" mar ie s (.:
What are demographics)
(2 markJ)
I
(2 marks)
Describe the term 'merchandising'.
(:: mar e s)
What is a tactical objective)
(2 mares)
9 A.
(2 marles)
A11. A12.
I
(2 marks)
I
What isfranchising?
(4 markJ) /
vol ume.
(4 mar e s)
illustrate your answer.
(4 mar e s)
A13.
A14.
to
--- _. consortium .
satis£j: Z
no; (4 mar /e s)
CO r-;I'H'FIl.ATIQ S
~nlTIll DHM
161: Marketing-January
SECTION
2005
MANAGEMENT
B
Answ e r ]31.
boost the sal es of one of its products. in this situation.
(10 mar e s}
the company take to increase its sales?
B2.
hospitality organisation.
(10
mares)
(10
mares)
(10
mares)
(10
mares)
B3.
_________
B4." , :
Si~
-
.
"Xf" international
brand na;;;-
(10 mar e s} brand
name.
Copyright CTHCM.
2005
(10 m ar e s)
M AN Al.L M L N -r
TIS . operations?
(8 mar ks)
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: : 005
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