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Tourism & Hospitality Marketing. Tamer Zakaria , HR Consultant Instructor of Hospitality Management Faculty Member of the American Hotel & Lodging Educational Institute. Lec.10. Communication Mix (Sales, Sales Promotion, and Merchandising). Outlines. Part 1- Sales Basic Definitions.

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tourism hospitality marketing

Tourism & Hospitality Marketing

Tamer Zakaria, HR Consultant

Instructor of Hospitality Management

Faculty Member of the American Hotel & Lodging Educational Institute

lec 10
Lec.10

Communication Mix

(Sales, Sales Promotion, and Merchandising)

Tourism & Hospitality Marketing Tamer Zakaria

outlines
Outlines

Part 1- Sales

  • Basic Definitions.
  • The Responsibilities of Sales Executive.
  • The Selling Process.
  • Sales Force Structure.

Part 2- Sales Promotion & Merchandising

  • The Role of Sales Promotion.
  • Sales Promotion Types & Tools.
  • Merchandising.
  • Sales Promotion & Merchandising Objectives.

Tourism & Hospitality Marketing Tamer Zakaria

part 1
Part 1

Sales

Tourism & Hospitality Marketing Tamer Zakaria

basic definitions
Basic Definitions
  • Personal Sellingis the direct contact of a salesperson with businesses or guests to sell tourism and hospitality products and services.
  • Sales Management is the management of both sales administration and the sales force.
  • Salesmanshipis the ability of sales personnel to influence buying decisions.

Tourism & Hospitality Marketing Tamer Zakaria

the responsibilities of sales executive
The Responsibilities of Sales Executive
  • Calling on current customers.
  • Identifying qualified customers.
  • Contacting new prospects.
  • Gathering information.
  • Supplying information.
  • Handling complaints.
  • Conducting demonstrations.
  • Providing customer service.
  • Maintain relations.

Tourism & Hospitality Marketing Tamer Zakaria

continued
Continued
  • Keeping track of competitors & their promotional activities.
  • Preparing reports.
  • Making the actual sale.

Tourism & Hospitality Marketing Tamer Zakaria

the selling process
The Selling Process
  • Prospecting and qualifying customers.
  • Planning sales calls.
  • Making sales presentations.
  • Meeting objections.
  • Closing sales.
  • Following up.

Tourism & Hospitality Marketing Tamer Zakaria

sales force structure
Sales Force Structure
  • Territorial-structured sales force.
  • Product-structured sales force.
  • Market-structured sales force.
  • Customer-structured sales force.
  • Combination-structured sales force.

Tourism & Hospitality Marketing Tamer Zakaria

part 2
Part 2

Sales Promotion & Merchandising

Tourism & Hospitality Marketing Tamer Zakaria

the role of sales promotion
The Role of Sales Promotion
  • Sales Promotion is usually defined as short-term incentives used for a limited period of time to stimulate customers to purchase products and services.

Tourism & Hospitality Marketing Tamer Zakaria

sales promotion types tools
Sales Promotion Types & Tools
  • Contests.
  • Couponing.
  • Bonus offers.
  • Build promotions.
  • Events.
  • Sweepstakes.
  • Refunds/rebates.
  • On pack/in pack.
  • Premiums.
  • Sampling.

Tourism & Hospitality Marketing Tamer Zakaria

continued1
Continued
  • Trial offers.
  • Price reductions.
  • Tie-ins.
  • Cooperative.
  • Ego/recognition.
  • Give-aways.

Tourism & Hospitality Marketing Tamer Zakaria

merchandising
Merchandising
  • Merchandising – activities that market tourism and hospitality products and services to guests once they are on the premises.

Tourism & Hospitality Marketing Tamer Zakaria

sales promotion merchandising objectives
Sales Promotion & Merchandising Objectives
  • Increasing sales in slow periods or off seasons.
  • Generating sales during special events.
  • Getting customers to try new offerings.
  • Gaining the cooperation of intermediaries.
  • Assisting sales executives.
  • Generating new business.
  • Creating guest awareness.
  • Winning customers from competitors.
  • Countering competitors’ actions.

Tourism & Hospitality Marketing Tamer Zakaria