资源描述
Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Chapter 16Professional Sales,“Good listeners generally make more sales than good talkers-B.C.Holwick,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Chapter Objectives,Explain the role and nature of personal selling and the role of the sales force,Describe the basics of managing the sales force,Identify the key issues in recruiting,selecting,training,and compensating salespeople,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Chapter Objectives,Discuss supervising salespeople,including directing,motivation,and evaluating performance,Apply the principles of personal selling process,and outline the steps in the selling process,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Hospitality IndustrySales Positions,Deliverer,Order-taker or Customer Service Representative,Missionary create goodwill and educate users on the product or service,Technician,Demand Creator,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Nature of Hospitality Sales,Prospecting locating and cultivating new customers,Targeting allocating scarce time among prospects and customers,Communicating providing information about the companys products and services,Selling knowing the art of salesmanship,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Nature of Hospitality Sales,Servicing consulting on problems and providing technical assistance,Information gathering conduct market research and intelligence work,Allocating deciding which customers to allocate scarce products to during product shortages,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Sales-Force Objectives,Objectives ensure that corporate goals are met,Goals include revenue,market share,and improving corporate image among others,Objectives assist sales force members to plan and execute their personal sales programs,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Sales-Force Objectives,Must be customer designed annually for each company,Established to support corporate goals as well as marketing and sales objectives,Annual objectives may change in the event of natural and other disasters,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Achieving Sales-Force Objectives,Sales Volume,Upselling and Second Chance Selling,Market Share or Market Penetration,Product-Specific Objectives,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Sales Volume,Common hospitality sales volume measures include:,Occupancy,passenger miles and total covers,Sales volume by selected segments,Sales volume and price/margin mix,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Upselling and Second Chance Selling,Selling additional services or upgrading rooms and food and beverage,Encourages cooperation and teamwork between departments,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Market Share,A brands share of the total sales of all products within the product category in which that brand competes,Determined by dividing a brands sales volume by the total category sales volume,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Market Penetration,The percentage of the market owned by a company as represented by share of revenue,Hotels are often held accountable for a predetermined level of market penetration,What is STAR?,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Product-Specific Objectives,Improving sales volume for specific product lines,Sales managers must be careful when setting product-specific objectives that they do not ignore other product line members,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th edition,Upper Saddle River,NJ 07458 Kotler,Bowen,and Makens,Sales-Force Structure,Territorial size,shape,Market-Segment,Market-Channel,Customer,Combination,2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4t
展开阅读全文