Hospitality Sales

For a required or elective course in Hospitality Sales and Introductory Sales Training for Industry taught out of the hospitality management or marketing program at the freshman/sophomore level at the two-year and four-year levels. Some hospitality programs will use this book in the lower level marketing course (taught out of the business school) as well.

Focused on the sales aspect of hospitality (not just marketing), this book addresses the primary focus of sales as the communication aspect of marketing as well as direct personal selling to potential customers. Shaw/Morris positions personal selling as having the right product, in the right place, at the right time, and at the right price applied to hotels or foodservice operations. With this emphasis on personal selling - the sales process, sales management, sales and technology - sales becomes integral to the student's understanding of operations and marketing.

Für den Verkauf ist der Aspekt Kommunikation beim Marketing von zentraler Bedeutung. Verkauf heißt, direkten persönlichen Kontakt mit potentiellen Kunden sowie das richtige Produkt am richtigen Platz zur richtigen Zeit und zum richtigen Preis zu haben. Direktverkauf (Verkaufsprozeß, Vertriebsmanagement und Vertriebstechnik) ist das Kernthema dieses Buches. Hier lernen Sie die Grundlagen für den Gastronomievertrieb, wobei aktuelle Techniken im Bereich Management, Geschäftsablauf und Kundenservice besonders umfassend behandelt werden. Darüber hinaus werden die Themen Vertriebspartnerschaften und Relationship Marketing diskutiert. Anhand zahlreicher Fallbeispiele erklärt der Autor anschaulich alle Begriffe und Praktiken. (10/99)
SETTING THE STAGE.

Introduction to Sales and Marketing.

The Marketing Communication Mix.

THE PLAYERS.

Hospitality Customers: The Buyers.

Hospitality Businesses: The Suppliers.

Hospitality Businesses: More Suppliers.

PERSONAL SELLING AND SALES MANAGEMENT.

Personal Selling: The Sales Process.

Personal Selling: The Delivery.

Sales Management.

Sales and Technology: Part A Management and Operations.

Sales and Technology: Part B The Hospitality Customer.

INTERMEDIARIES AND PARTNERSHIPS.

Intermediaries.

Hospitality Partnerships.

Glossary.

Index. MARGARET SHAW, BS, MBA, PhD, is Professor at the University of Guelph in Ontario, Canada. SUSAN V. MORRIS, Vice President, Marketing for HQ Global Workplaces, Inc., spent ten years at the top levels of the Marriott sales organization. What It Takes to be a Leader in Hospitality Sales-Principles and Techniques for Success What's the key to success in today's competitive hospitality industry? Sales-the art and science of telling potential customers that you have the product they need, when they need it, and where, at a price that's right for them. Hospitality Sales: A Marketing Approach provides in-depth instruction based on the strategies of leading hospitality organizations. This comprehensive book introduces crucial sales and marketing concepts and describes how they apply to hospitality businesses and customers. An unparalleled teaching resource, this book:
* Presents selling as the vital link between marketing and operations
* Explains concepts and practices with clear, real-world examples
* Explores sales management technology, from office automation and yield management technology to point-of-sale systems and guest service technology
* Provides summaries and discussion questions at the end of each chapter
* Features a quick-reference glossary of important terms
Hospitality Sales: A Marketing Approach introduces students in any undergraduate program to the real world of hospitality sales and gives them the solid grounding they will need to embark on a successful career in hospitality sales.