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M&S1, Answers Chapter 1

Published by marcom, 2018-10-01 11:09:09

Description: M&S1, Chapter 1

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MARKETING& SALESHOSPITALIT Y MARKETING & SALES FOR THE HOSPITALITY INDUSTRY ELLEN VAN KOOTEN Chapter 1 | Answers | Questions about the chapter 1

Marketing & Sales for the Hospitality Industry | Part 1Chapter 1 | Answers | Questions about the chapter1. What does the word marketing mean? Marketing comes from the words market getting and answers the question: in which market can I sell my products?2. The hospitality industry consist of three sectors. What do we call these sectors? This answer can be found in chapter 2 and there are actually four sectors: 1. the beverage supply sector; 2. the meals supply sector; 3. the food supply sector; 4. the hotel sector.3. Each sector consists of five business types. Give at least three examples of these. the beverage the meals supply the food supply the hotel sector supply sector sector sector •hotel•bar •restaurant •cafetaria •motel•pub •bistro •fast-food •pension•(night)club •lunchroom restaurant •roadhouse4. What is a hospitality entrepreneur? There are many self-employed people active within the hospitality industry. Cafés and restaurants in particular are often run by this type of entrepreneur. The entrepreneur is then usually active in his business and puts his stamp on it. He is often clearly recognisable to the guests and can act as an attraction.5. Which three groups of guests (target groups) are generally distinguished in the hospitality industry? 1. the business guest; 2. the leisure guest; 3. the tourist.6. List at least three characteristics for each target group.the business guest the leisure guest the tourist•mainly focuced on how a •choice of particular hospitality • visits mostly hospitality business represents itselfs; establishment depends on the establishments during his stay; reason for going out;•pays less attention to the price • price plays an important role and more on the quality of the •pays attention to the price and in his choice for hospitality business; quality on offer when choosing establishments; the hospitality establishment;•sets specific requirements for • level of informational needs is the way that hospitality is •reason for visit depends usually quite large; expressed towards the guests sometimes on the price, but (depending on the reason for atmosphere of the hospitality • has generally enough time to his visit). establishment can also be the consume at leisure and to decisive factor. experience the entire service processVersion 1 | 01-10-2018 | [email protected]

Marketing & Sales for the Hospitality Industry | Part 17. What is a business concept? Give two sample concepts of a hotel, restaurant or café. The business concept is the basic idea of the company. In theory, there are five different concepts: 1. product concept; 2. production concept; 3. sales concept; 4. marketing concept; 5. social marketing concept.8. Use this schedule for a business concept and fill it in.Business philosopy Desciption Central is/areProduct concept The entrepreneur focuses on creating the best possible product Creating the best because a good product sells possible product itself.Production concept Everything in the business is aimed at creating as many Produce as cheaply products as efficiently as possible. as possibleSales concept Mass production makes cheap production possible, but how To sell as much as do we make sure that all those products get sold? possibleMarketing concept The entrepreneur will only make a profit through good The wishes of the market research and by providing products and services that guests are exactly what consumers wantSocial marketing What does society want? Consumers are more prosperous Contribute somethingconcept than ever and are now starting tonsee the importance of a positive to society clean environment, healthy food and a fair distribution of income. In short, well-being for everyone.9. The marketing mix consists of 6 marketing tools. What are they? 1. Place Every hospitality entrepreneur chooses a location for his business concept that aligns with his target audience as much as possible. 2. Product The needs and wishes of the target group are also key when choosing the quality and composition of the products and services to be offered. 3. Presentation The exterior view, the furnishings, the style and atmosphere of the hospitality establishment determine its image. 4. Personality The involvement of the entrepreneur/manager and staff in the hospitality establishment, how welcoming they are and their social skills determine to a large extent how guests perceive the service level of the hospitality establishment. 5. Price The price that the entrepreneur asks for his product should align with the guest’s value assessment at the end of the service. In other words, there must be the right value for money. 6. Promotion The hospitality entrepreneur will have to communicate with his target group one way or another. He must make clear what type of business he has and what he has to offer.Version 1 | 01-10-2018 | [email protected]

Marketing & Sales for the Hospitality Industry | Part 1 10. Explain the difference between a service-oriented business formula and an system-oriented business formula. Service-oriented business formula: This business formula focuses on personal service with an emphasis on service and flexibility. The host must ensure personal attention when dealing with guests. System-oriented business formula: The service is standardised in this business formula. Speed and consistent quality are central. Hospitality gets a very different interpretation and will seem much more impersonal. Difference: The first focuses more on personal service (guest-oriented), whereas the second is focusing on speed and consistent quality, what can seem/feel more impersonal.Version 1 | 01-10-2018 | [email protected]


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