Tourism & Hospitality Marketing

1. Tourism & Hospitality Marketing Tamer Zakaria, HR Consultant Instructor of Hospitality Management Faculty Member of the American Hotel & Lodging Educational Institute

2. Lec.10 Communication Mix (Sales, Sales Promotion, and Merchandising) Tourism & Hospitality Marketing Tamer Zakaria

3. 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

4. Part 1 Sales Tourism & Hospitality Marketing Tamer Zakaria

5. 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

6. 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

7. Continued • Keeping track of competitors & their promotional activities. • Preparing reports. • Making the actual sale. Tourism & Hospitality Marketing Tamer Zakaria

8. The Selling Process • Prospecting and qualifying customers. • Planning sales calls. • Making sales presentations. • Meeting objections. • Closing sales. • Following up. Tourism & Hospitality Marketing Tamer Zakaria

9. 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

10. Part 2 Sales Promotion & Merchandising Tourism & Hospitality Marketing Tamer Zakaria

11. 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

12. 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

13. Continued • Trial offers. • Price reductions. • Tie-ins. • Cooperative. • Ego/recognition. • Give-aways. Tourism & Hospitality Marketing Tamer Zakaria

14. Merchandising • Merchandising – activities that market tourism and hospitality products and services to guests once they are on the premises. Tourism & Hospitality Marketing Tamer Zakaria

15. 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