M&S2, Answers Chapter 4

MARKETING& SALESHOSPITALIT Y MARKETING & SALES FOR THE HOSPITALITY INDUSTRY ELLEN VAN KOOTEN Chapter 4 | Answers | Questions about the chapter 2

Marketing & Sales for the Hospitality Industry | Part 2Chapter 4 | 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 focus on in the marketing tool of personality. Multiple answers possible. At the discretion of the teacher. b. List six important points. • Communication • Behaviour, attitude and mindset of the host. (Professional host) • Business formula • Personal selling • Reducing/extending services • Staff recruitment and training • Internal marketing 2. What is the difference between a system-led business formula and a service-led business formula? A system-led business formula sets other requirements of the tool of personality than a service- led one. A system-led business formula – a fast-food business, for instance – is all about cost. The entrepreneur wants to meet the guest’s needs as efficiently as possible. By clearly stating the options (using photos of the products that guests can choose from) and asking clear questions, the entrepreneur keeps the selling process short and to the point. A service-led business formula focuses on the contact with guests. What the guest wants must be as clear as possible to ensure a fitting product is provided. 3. Which aspects of the guest’s attitude influence the image of a hospitality business? i. Cognitive component (Knowledge) ii. Affective component (Feeling) iii. Conative component (Willingness to take action) 4. A. How can the marketing tool of personality be used to effect in a hospitality business? The marketing tool of personality can be used effectively to promote personal selling and give more ‘body’ to the work floor. Personal selling is the sale of goods or services through personal contact with guests. 4. B. How should the business go about this? Personal selling can occur in two ways: i. Internal personal selling: if the guest and staff member talk to each other within the business. ii. External personal selling: is meeting potential guests outside the hospitality business. 5. What does good quality and a certain level of service in a restaurant depend on? List five points. Multiple answers possible. At the discretion of the teacher. For example: 1. Personnel (professional) 2. Training of personnel 3. Motivation 4. Attitude 5. (Internal/External) Communication 6. What does internal marketing in a hospitality business have to do with the guest? The staff must be encouraged to go that bit further to help the guest if that is what is required. One tool that can be used to achieve this is internal marketing. Whereas external marketing tries to get the guest into the business, internal marketing ensures that the guest’s expectations are met, both behind the scenes and in the front of house.Version 1 | 22-10-2018 | [email protected]

Marketing & Sales for the Hospitality Industry | Part 2 7. What is a guest-focused business culture? The whole organisation must be convinced that what the guest wants is central to the business process. Not just the staff who are in regular contact with guests but the other staff too. Rules and regulations from management must also support this focus on the guest. This can cause friction with other management roles, such as cost management. 8. How do you create a guest-focused business culture? Develop a step-by-step plan for a restaurant. Multiple answers possible. At the discretion of the teacher. For example: i. Step 1: Bring every new employer a few days in direct contact with the guest. ii. Step 2: Give every year a presentation about the needs from the guest. iii. Step 3: A common way to achieve this is if managers have a few days’ per year of direct contact with the guests. 9. Describe the service formula of a restaurant on the basis of: Multiple answers possible. At the discretion of the teacher. a. The welcome phase. For example: Always welcome the guest and placing the guest by a host. b. The stay phase. For example: During the stay the table of the guest is served by one host. c. The leaving phase. For example: The host always handover the coat of the guest. 10. What are five common complaints about staff in the hospitality industry? i. Almost 15 percent of the guests who do not return, do not return because the location does not meet their expectations. The hotel is too far from the airport or city centre. ii. About four percent of the guests who do not want to return, think that the hotel is lacking facilities such as Internet, a sauna, a swimming pool or a lift. iii. A lack of atmosphere in a hotel is another reason why guests do not return. iv. The staff can make or break a stay. Over 15 percent of the guests who do not want to return to a hotel say this is because of the staff. The guests say that the staff were not properly trained, did not deal with complaints properly and entered the room at inopportune moments. Staff members not keeping their word is a particular irritation. v. The room itself can disappoint too. Too small, old-fashioned decor, the wrong temperature, dirt and broken equipment are things that a guest is not prepared to accept.Version 1 | 22-10-2018 | [email protected]