M&S2, Answers Chapter 7

MARKETING& SALESHOSPITALIT Y MARKETING & SALES FOR THE HOSPITALITY INDUSTRY ELLEN VAN KOOTEN Chapter 7 | Answers | Questions about the chapter 2

Marketing & Sales for the Hospitality Industry | Part 2Chapter 7 | Answers | Questions about the chapter 1. Answer the question and then find the answer in the chapter. a. In your own words, explain what the owner of a restaurant must consider when using the marketing tool of promotion. Multiple answers possible, at the discretion of the teacher. For example: Promotion is a special marketing tool because it is based on the other marketing tools. The tools of the hospitality mix give particular shape to a business formula. Promotion must ensure that this business formula is communicated correctly to the outside world. Promotion brings guests into contact with a business causing them to develop a certain image of the company. It is only when they visit the company that they truly become familiar with the business formula. The expectations created by promotion must match what the business can do. Many entrepreneurs make the mistake of understanding this tool to mean advertising only. Promotion consists of much more than advertising alone. It includes all communication that directly or indirectly promotes sales. b. List ten important points. In your own words, explain what the owner of a restaurant must consider when using the marketing tool of promotion. 1. Based on the other marketing tools 2. Brings guests into contact with the business 3. More than advertising 4. Also known as marketing tool of communication 5. Active brand awareness 6. Increase the usage rate among users 7. Non users; low users; medium users; high users 8. Communication mix 9. Promotional plan 10. Social media 2. What does the marketing tool of promotion ensure? a. Promotion must ensure that the business formula is communicated in the correct manner to the outside world. b. Promotion must ensure that guests come to your business and want to consume your products. c. Promotion must ensure that guests come to your business and that they are responisble for word of mouth advertising. 3. What does the marketing tool of promotion belong? a. To all communication activities that directly of indirectly promotes sales b. To advertising c. To social media 4. There are four groups of activities in the communication mix. Which ones? 1. Personal selling - Individual communication with the guest. 2. Promotion - Short-term techniques aimed at guests, intermediaries and the sales staff. 3. Public relations - Communication with all relevant groups in society. 4. Advertising - Paid non-personal communication that has a clear sender. 5. What is the diffence between the promotion plan and the communication mix? It is recommended that the hospitality entrepreneur draws up a plan each year specifying the goals that he wants to achieve for each communication tool, how he plans to achieve these and what this will cost. It is important not to see these four tools as separate entities. The message of the communication mix must be clear. This plan together with the communication mix forms the promotional plan.Version 1 | 22-10-2018 | [email protected]

Marketing & Sales for the Hospitality Industry | Part 26. When deciding on the communication mix for a restaurant, you must take a number of factors into account. Which ones? i. The business formula ii. The type of market iii. The product life cycle iv. The buyer decision process7. What is social media? Social media means all online spaces where a certain form of interaction takes place. People or businesses are on social media for several reasons. Social media meets a certain need.8. A hospitality entrepreneur is looking for a new manager for his business. Which of the media below is most suited to finding one? a. Facebook b. WhatsApp c. Mail d. LinkedIn9. What is social media marketing (content marketing)? Social media marketing is the fastest growing form of content marketing. Content marketing is about communicating with potential customers without selling them anything. The emphasis therefore does not lie on products or services but on providing visitors with information that they need.10. What are the advantages and disadvantages of social media marketing?Medium Advantages DisadvantagesSocial media Large reach Hidden costs Platforms for target groups Unreliable Widely accepted People do not remember what Flexible they have seenVersion 1 | 22-10-2018 | [email protected]