HT 2141 - Marketing Services

1. Explain how marketing activities in the hospitality industry address the needs of many different types of buyers.
2. Describe the value of segmentation for marketing in the hospitality industry.
3. Describe and differentiate the characteristics of business and pleasure travel market segments.
4. Describe and utilize channels of distribution within the hospitality industry.
5. Describe vertical, horizontal, backward, and forward integration in the hospitality industry.
6. Understand why hospitality companies need flexible marketing strategies.
7. Understand the benefits of implementing a zero-based budgeting process.
8. Explain the purpose of marketing research and describe types of marketing research.
9. Create and use common sales tools and procedures in hotel sales departments.
10. Create a strong customer service focus within marketing.
11. Understand the hierarchy of customers in creating successful marketing strategies.
12. Summarize advertising types and themes, and implement appropriate hospitality industry advertising campaigns.
13. Create successful promotions.
14. Utilize database marketing for successful marketing strategies.
15. Summarize and implement the role of electronic marketing.
16. Define packaging, and explain packaging benefits to consumers and hospitality firms.
17. Recognize and utilize the various types of collateral materials used in the hospitality industry.
18. Define pricing, and explain the importance of offering consumers price ranges and choices in hospitality products and services.
19. Give examples of how pricing strategies and yield management are used to maximize revenue.
20. Create the major components of a marketing budget.
21. Create a marketing plan.
22. Recognize and observe the major federal laws that pertain to hospitality marketing.
23. Describe automation applications and trends in the hospitality industry.