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business
marketing management

Questions and Answers of Marketing Management

What are some typical sales records and forms, and what are their purposes?
What are the three basic files used in a marketing and sales office? How are they used?
How have computers benefited marketing and sales offices?
What are some of the things that should be considered when evaluating a marketing and sales office?
What are the strengths and weaknesses of each applicant?
Which applicant would you hire? Why?
Which applicant do you think Claude and Cyril hired? Why?
What are the four types of sales calls?
What are some sources for prospect research and what are three basic criteria for qualifying prospects?
What three areas should be researched for effective pre-presentation planning?
What are the five basic steps of a presentation sales call?
What are the elements of a sales call opening?
Why should product features be converted to benefits?
What are three basic types of objections and what are some of the techniques used to overcome objections?
When should a sale be closed?
How can salespeople improve their productivity?
What is key account management?
Why is telephone etiquette important? How can using proper telephone etiquette lead to additional sales?
What three techniques can enhance your listening skills?
What are types of outgoing calls?
What are the five steps of a telephone appointment call?
What are techniques that can be used to get past intermediaries?
What closing techniques can be used to get a commitment when making a telephone sales call?
What types of incoming calls can lead to sales?
What is a central reservations system and how does having such a system add to sales?
What is a telephone sales blitz? What role does a telephone sales blitz play in sales?
Why are properties turning to telemarketing as a sales tool?
What are some of the criteria the sales staff could use to evaluate whether a corporate contract account should be retained or dropped?
What factors should the staff consider when determining new sources of business to replace the displaced contract business?
What would the scripts look like that the sales staff could use when talking to clients about the rate change?
How can Fran help her staff become comfortable with the changes in the hotel's rate structure?
What is the difference between internal marketing and internal sales? Why is each important?
What is “employee empowerment,” and how can hospitality firms use it to meet guest needs?
What is the role of the general manager in internal sales? In what three ways can he or she develop a sales-oriented staff?
What is relationship selling? Why is it so important to a hospitality firm?
What are the four areas that should be covered in employee training to better equip employees to assist guests and build rapport?
What are three methods front desk agents and reservationists can use to upgrade a guest's request for a guestroom? How are they used?
What are some of the ways hotel employees can apply sales skills?
What are employee incentive programs? How are they used to motivate employees to sell?
What is “internal merchandising”? How and where can internal merchandising be used to build sales?
What are some examples of special services and in-house promotions hotels can use to build business?
Why do hospitality firms need to advertise? What factors should be considered when planning an advertising strategy?
What types of media are available for print advertising, and what are the advantages and disadvantages of each?
What types of broadcast media are used by hotels and restaurants, and what are the advantages and disadvantages of each type?
What high-tech advertising options can be used with traditional methods, and what target markets can be most effectively reached with each?
Why is direct mail considered an effective way to reach prospects? What factors should be considered to make the most of a direct mail campaign?
What are the types of outdoor advertising and what role does each play in promoting awareness of hospitality firms?
What are the types of collateral material hospitality firms use, and what are the advantages and disadvantages of each?
What methods do hospitality firms use to monitor the effectiveness of adver- tising?
What is the difference between advertising, public relations, and publicity?Why is it necessary to have separate strategies for each?
How can a lodging property or restaurant maintain good press relations, and how can hospitality firms counteract negative publicity?
What are some of the prime considerations of business travelers in choosing a hotel?
What are the three distinct groups of frequent business travelers and what are the needs of each?
What factors are important to women business travelers and how are properties meeting their needs?
What types of amenities are usually included in a stay on an executive or business floor? What other types of amenities are expected by business travelers?
Why are all-suite/extended-stay properties increasing in popularity? How do these properties meet the needs of business travelers?
What are some ways to locate local and national business travelers?
What strategies do properties use to reach business travelers? What kinds of travel intermediaries generate business traveler bookings?
What types of advertising are most likely to attract the attention of business travelers?
What types of public relations efforts would attract business travelers to a property?
How can the management team address the problem of low ADR?
What are some ways Jodie could make employees like Jack and Tracey more familiar and comfortable with a yield management program?
What selling skills should training focus on for the Hearthstone Suites Hotel staff?
How can the Hearthstone Suites Hotel regain some of the commercial busi- ness it has lost?
How does leisure travel differ from business travel? What are its benefits to hospitality properties?
What are some types of individual leisure travelers?
How are properties meeting the needs of family leisure travelers?
What are some of the ways to reach the family traveler market?
Why is the senior traveler market important to hotels, and how are properties meeting the needs of mature travelers?
What is a tour broker? a tour wholesaler? How do properties reach these travel intermediaries?
What are three types of tours commonly taken by group leisure travelers?
How are properties meeting the needs of motorcoach tour travelers?
Why should a property consider developing its own package tour?
What is vacation ownership, and how is it different from other aspects of the leisure market?
What are some of the problems Greg has inherited from the previous general manager, and what steps will he have to take to remedy them?
What issues will Kendra need to consider as she begins to solicit business from tour group operators and wholesalers?
What are some additional marketing activities the Sun & Surf Inn can implement to increase occupancy in the short term, while the director of sales is building the hotel’s wholesaler and tour group
What are some of the issues that should be discussed with Luis, the front office manager?
What factors have contributed to the decrease in the number of travel agents?
What are some of the ways properties are meeting travel agents’ need for property information?
Why are travel agents reluctant to use airline reservations systems for booking hotel rooms?
Who are the best prospects for a property’s fam tour for travel agents?
What are some of the ways in which properties can provide good service to travel agents?
From a travel agent's point of view, are there advantages to a centralized commission payment plan? If so, what are they?
What are four resources that can help a property identify travel agents and agencies?
What is perhaps the most effective way to reach travel agents?
What public relations efforts might be used to develop travel agent business?
What are some of the challenges and opportunities travel agents will face in the future?
What two segments compose the group meetings market?
In what ways can each group meetings market benefit a property?
What are the categories into which associations are divided and the character.
What types of meetings business do associations generate?
What are some planning factors for an association’s annual convention?
Who are the possible decision-makers for an association?
What are the types of corporate meetings and the characteristics of each?
Who are the possible decision-makers for corporate group meetings?
What are the three types of face-to-face selling techniques used to reach meeting planners and how can each be used most effectively?
What other approaches are used to pursue group meetings business?
There are four types of consumer products—products and services bought by final consumers for personal consumption. Identify a product or service in each consumer product category that you or
For the past several years, Procter & Gamble has seen significant growth from emerging markets. Visit the P&G website at www.pg.com. Pick three global brands.Using Figure 15.3, identify which

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