Matakuliah : G0424 – Hotel and Restaurant Management
Tahun
: 2008
Marketing and Sales Department
Pertemuan 11
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.
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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
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• Selling  Product Sales
volume
• Focus on product, factory
• Selling approach is important
• Short terms
• Use selling and promotion
• To achieve profit
The Importance of Sales and Marketing Dept in Hotel
•
•
•
•
•
Guest satisfaction
Competition
Revenue
Sustainability
Internal & Relationship
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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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Sales & Marketing Dept. Structure
Dir of S&M
Marketing
Manager
Sales
Manager
Sales
Executive
Sales Agent
Marketing Staff
PR Officer
Market Analyst
GRO
Sales Rep.
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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.
2.
3.
4.
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
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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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S&M Interdepartmental
Front Office
Security
Housekeeping
Sales &
Marketing
Engineering
HR
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F&B
Finance
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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.
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