Mata Kuliah : Pengantar PerhotelanTahun : 2013Pertemuan: 11Marketing Departement

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Topics

• Differentiation between Marketing and Sales

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Learning Outcomes

• Students are able to differentiate between marketing dan sales in hotel industry

• Students are able to explain each job position and job task in marketing and sales department.

Marketing vs. Selling• Marketing Customer Satisfaction• Focus on customer needs• Marketing plan is crucial• Long terms• Utilised integrated market • To achieve profit through customer satisfaction

• Selling Product Sales volume• Focus on product, factory• Selling approach is important• Short terms• Use selling and promotion • To achieve profit

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The Importance of Sales and Marketing Dept in Hotel

• Guest satisfaction• Competition• Revenue• Sustainability• Internal &

Relationship

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Bina Nusantara University

Characteristics of a successful S&M dept.

• A good hotel product or service is sold for one of the three reasons– It is better than another hotel– It is different from another hotel– It is a better value than another hotel

• Successful seller and marketer are – Guest oriented – needs, wants, mood & satisfaction. – Product oriented - prestige, competency, courtesy, décor, atmosphere, and

location.– Societal oriented - community and environment

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Responsibility of S&M Dept.

• Market analysis• Marketing plans• Sales approaches• Budgeting• Coordinating works (interdepartemental)• Controlling and evaluation

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Bina Nusantara University

Sales & Marketing Dept. Structure

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Bina Nusantara University

Marketing Tools• The goal of marketing and sales is to produce revenue through selling

rooms, meetings, and events and conventions.• Marketing tools – Basic Tools (4 P’s)

1. Product: combination of service, brand, quality, benefit, value2. Pricing: stimulate sales, achieve financial goals3. Promotion: advertising, sales promotion, merchandising, PR4. Place: manner to sell the product, distribution

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Marketing Tools

• Marketing tools for Hotel - 9 P’s 4 C’s Product: combination of service, brand, quality, benefit, value Pricing: stimulate sales, achieve financial goals Promotion: advertising, sales promotion, merchandising, PR Place: manner to sell the product, distribution People: skill & knowledge Physical evidence: environment, image, facilities, added value Process: efficiency, performance, speed Package: compact experiences Programme: activities, events Consumer: expectation Convenience: related to distribution Cost: related to price Communication: related to promotion

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Bina Nusantara University

S&M Interdepartmental

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Conclusion

• Coordination is not as important an issue in the marketing and sales department, which is generally much smaller than the food and beveragedepartment.

• However, the marketing and sales department is removed from most of the day-to-day operational problems faced by other departments.