1. Explain the role of sales and marketing professionals in a hotel and within the hotel's market area.

2. Analyze the manner in which hotels segment their markets.

3. List the primary tasks that must be addressed within a hotel's sales and marketing efforts.

4. Describe three main activities hotels currently undertake to optimize their sales and marketing effectiveness.

5. Compare the purpose of two primary reports GMs use to evaluate the effectiveness of their hotel's sales and marketing efforts.