unit four the sales and marketing department

1、UnitFourTheSalesMarketingDepartmentT=teacherS=StudentT:WhatdoyouthinkahotelisactuallysellingS:WellfmypartIwouldsaythatahotelsellsitsroomsmeals.T:That’snotcompleteenough.Inmyopinionthechiefproductwearesellingintheaccommod

2、ationsindustryishospitality.Hospitalityisnotanabstractionbutitisacozyroomahotshoweragoodmealtheactofservicetoensuretheguestapleasantstay.S:Isee.Sotheimageofahotelisdependentonthebehaviofitsemployees.Butwhataretheresponsi

3、bilitiesofasalesmanagerＴ:Asalesmanagerisresponsiblefdevelopingthemarketplanningthesalesofdifferentservicesofthehotel.Heshemustcodinateasalesefftwhichinvolvesbothinternalsellingexternalselling.S:Whatdoyoumeanbyinternalsel

4、lingT:Internalsellingisconcernedwiththehotelguestswhoarealreadystayingatthehotel.Finstanceareceptionistcanupselltheroomrecommendthehotel’sbrunchawaitercansuggestadesserttoadinerabellboycanintroducediningrecreationalservi

5、ceitemstoaninhouseguestwhiledeliveringbaggagetohisroom.Theseemployeesareallmakinginternalsalesfthehotel.Theprintofhotellogoinpostcardsstationarymatchboxesnapkinisoneoftheinternalsellingmethods.Theuseofposterstentcardsbro

6、churesintheelevatslobbyrestaurantshallwayscanbeaneffectiveinternalsellingmethod.Asamatteroffactanythingthatincreasessalesisconsideredapromotionaldevice.S:Sointernalsellingtakesplacewithinthehotelwhileexternalsellingdoeso

7、utdos.WhatstsofcommunicationchannelsmediaareemployedfexternalsellingT:Televisionradioneonsignsmailstelephonesinterpersonalsalescalls.S:Thenadvertisingplaysanimptantroleinexternalselling.I’vereadaboutsomeadsftheJiang’inIn

8、ternationalHotelinnewspapersmagazines.T:Youareright.Anewspapermagazineadvertisementmayincreasebusinessvolumeprovidingit’splannedwell.S:Inadditiontoadvertisementswhatotherdevicesshouldahotelemployinpresentingitselftothepu

9、blicT:It’sthepublicrelationsPRasitiscalledthatmakesanimptantdifferenceinahotel’simage.Thepublicrelationsshouldpresentthehotel’simagetothepublicinaproperwayhelpthepublictfmapositiveopinionofthehotel.Whileadvertisingispurc

10、hasedpublicityisaresultofwhatactuallyhappensatthehotel.Fexampleapieceofnewsreptingacelebrityisstayingatourhotelcanhaveapositiveeffectonoursales.Likewiseacrimeoccurredinahotelappearedinthenewspapermayhaveanegativeeffecton

11、thehotel.S:WhatismarketingT:Marketingisanimptantgrowingsectionofindustry.Itviewstheconsumerasthefocalpointofallmarketingactivities.Marketingalsorequirescontinuousresearchanalysisoftheneedswantsoftheguests.Basedontheneeds

12、wantsoftheguestsweclassifythemintodifferentsegmentswhichintermsofmarketingiscalledmarketsegmentation.Bytailmakingmixfawelldefinedtargetmarketabusinesscandesignappropriateproductattributessetreasonablepricesmakepromotionp

13、rogramsaccdinglytoservetheneedsofthetargetmarket.促銷發(fā)生在店內(nèi)而外部促銷發(fā)生在店外。Does用以代替takesplace以避免重復(fù)。4.Whileadvertisingispurchasedpublicityisaresultofwhatactuallyhappensatthehotel.廣告是花錢買來的，公關(guān)宣傳旨在告知（公眾）飯店實(shí)際發(fā)生的（一切）。5.Basedontheneeds

14、wantsoftheguestsweclassifythemintodifferentsegmentswhichintermsofmarketingarecalledmarketsegmentation根據(jù)賓客的需求，我們將它們分為不同的成分，用市場營銷術(shù)語來說，這叫做市場分割。6.Bytailmakingamarketingmixfawelldefinedtargetmarketabusinesscandesignappropriat

15、eproductattributessetreasonablepricesmakepromotionprogramsaccdinglytoservetheneedsofthetargetmarket.通過對目標(biāo)市場進(jìn)行市場營銷組合，一個企業(yè)可以設(shè)計出既合適又獨(dú)具特色的產(chǎn)品，確定合理的價格并實(shí)施相應(yīng)的促銷計劃以滿足目標(biāo)市場的需要。Exercises1.Questions:1.Whataretheresponsibilitiesofasal

16、esmanager2.Whatistheinternalsellingofahotel3.Whatstsofcommunicationchannelsmediaareemployedfexternalselling4.Howdoyouunderstmarketinginahotel5.Whatisconsideredasgoodmarketing2.Completethefollowingwiththewdsgivenbelow:Hos

17、pitalitybrunchlogostentcardsmediapublicitymarketsegmentationaccommodation1.NewspapersradioTVarethemass().2.ManyuniversitystudentsinU.S.A.oftengetuplatehave().3.Thehotelgained()mainlythroughTVadvertisement.4.Thehotelprovi

18、desluxurious()f500guests.5.Manythanksfthe()youshowedme.6.Asapromotionaldevicetherestaurantputs()onthetable.7.()aredesignedsothatthey’reeasilyrecognizedbythepublic.8.()isofgreathelptoimprovethecompetitivenessofacompany.3.

19、TranslatethefollowingintoEnglish.1.通過分析客人需求，我們將客人分成(classify)不同的成分，這叫做市場分割(marketsegmentation).2.當(dāng)你遇到困難時，應(yīng)該尋求幫助（callf）.3.聲音必須和畫面協(xié)調(diào)一致。(codinate).4.事實(shí)上任何可以增加銷售的手段都可視為促銷手段。(promotionaldevice)5.通過對目標(biāo)市場進(jìn)行市場營銷組合，一個企業(yè)就可以為自己設(shè)計出既

20、合適又獨(dú)具特色的產(chǎn)品。(appropriateproductattributes)4.CompletethefollowingintoChinese:1.Marketingisanimptantgrowingsectionofourindustry.2.It’sthehospitalityofferedbythehotelstaffthatwillkeeptheguestscomingback.3.Theuseofhotellogoin

21、postcardsmatchboxesisagoodwayofinternalselling.4.Thesalesmanagerisresponsiblefdevelopingthemarketplanningthesalesofdifferentservicesofthehotel.5.Publicrelationsshouldpresentthehotel’simagetothepublicinaproperwayhelpthepu