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business
marketing management

Questions and Answers of Marketing Management

How do other specialty markets, such as truckers, construction crews, movie crews, and so on, impact a property’s profitability? What are the special needs of these segments, and how can properties
What are some of the trends affecting the restaurant industry today?
What problems are unique to hotel restaurants and how can these be addressed to ensure greater success?
What areas must be researched before positioning a restaurant?
What factors must be considered when creating a restaurant menu? How does the design of a menu influence food sales?
What methods are used to merchandise food and beverage products?
How can restaurants and lounges be promoted? Under what circumstances is each method most effective?
What strategies can be used by restaurant and lounge employees to build sales and repeat business?
What are some of the methods of guest follow-up commonly used to build repeat business?
How have room service operations changed? What new options are hotels using to make room service more cost-effective?
What types of limited-service operations are being used by hotels as alternatives to traditional dining and room service?
Why is the profit margin for banquets often greater than the profit margin for a hotel’s restaurant?
What are two basic responsibilities of most catering departments?
What are the catering director’s primary responsibilities?
What steps should be included in a catering department’s marketing plan?
What are the basic ways to generate sales leads for functions?
What components are most important for creating a successful catering office?
How are each of the following used by the catering department: catering inquiry form, function book, banquet or catering checklist, banquet event order (BEO), and lost business report?
What are some of the different types of service used for functions? What factors determine the type of service needed?
What types of food and beverage sales contribute to the profitability of a catering operation besides banquets?
What are some of the different kinds of meeting room setups? When is each most commonly used?
In an ideal situation, what should the distribution of sales functions between a hotel’s catering and sales departments look like?
Given the responsibilities of a hotel’s catering department, what challenges will the director of catering face as the department shifts from simply being production-focused to being sales-focused?
How could the catering department at the Woodfield Plaza recover more audiovisual and room rental revenues?
What steps should the director of catering at the Woodfield Plaza take to identify the specific causes of his budget problem? Once the specifics of the budget problem have been identified, how should
What changes that began in the United States in the mid-1950s had an impact on the hospitality industry?
What are the four controllable variables that make up the marketing mix and why must each be carefully researched and planned to ensure a successful marketing effort?
What are the five management functions typically inherent in the position of director of marketing?
How does the challenge of hospitality sales compare with that of selling consumer goods?
What is consolidation and how has this trend affected the hospitality industry?
What is niche marketing?
What impact has technology had on the hospitality industry in recent decades?
Whatis relationship marketing and why is it so important in today’s hospitality market?
What is the shortest time frame for which a marketing plan should be developed? What time frame is preferred? Why?
What are the five steps involved in developing a marketing plan?
What three analyses make up a marketing audit, and what are the objectives of each?
Why is positioning important?
What are four guidelines used to develop effective marketing objectives?
What factors should be considered when developing action plans?
What is a zero-base budget? Why is this considered the best way to budget for marketing?
How can a property’s staff monitor and evaluate the implementation of a marketing plan?
What are seven reasons that marketing and sales staffs fail to reach their sales goals?
What factors should Janice consider when planning to increase the hotel’s market penetration rate?
What factors should Janice consider in relation to increasing group business?
What initial steps should Janice take to evaluate the low average room rate for groups?
How can Janice find out what the competition is doing and how they’re doing it?
What factors influence the organization of a marketing and sales office?
What positions are typically found in the marketing and sales offices of small, midsize, and large properties?
What are nine characteristics common to successful salespeople, and what training tools are used to develop salespeople to their full potential?
What is the role of a regional or national sales office?
What are the functions of independent hotel sales representatives?
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?

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