1. © 2009 South-Western, Cengage LearningMARKETING 1 CHAPTER 11 Hotel and Lodging Management Individual Series Event Description The event consists of a 100-question multiple-choice comprehensive exam and role-plays. The role-play portion of the event requires participants to accomplish a task by translating what they have learned into effective, efficient, and spontaneous action. The five performance indicators specify the distinct tasks the participant must accomplish during the role-play. (continued on the next slide)

2. © 2009 South-Western, Cengage LearningMARKETING 2 CHAPTER 11 Hotel and Lodging Management Individual Series Event Description Students have ten minutes to prepare their strategy for the role-play and another ten minutes to explain their strategy to the judge. The judge can ask questions during or after the presentation. (continued on the next slide)

3. © 2009 South-Western, Cengage LearningMARKETING 3 CHAPTER 11 Hotel and Lodging Management Individual Series Event Scenario The Towers Hotel chain has decided to increase its customer service efforts. To counter the additional costs of the new services, the Towers Hotel has increased room rates by 20 percent. You must create a promotional strategy that emphasizes all of the new amenities and downplays the increased room rates.

4. © 2009 South-Western, Cengage LearningMARKETING 4 CHAPTER 11 Hotel and Lodging Management Individual Series Event Performance Indicators Evaluated Determine services to provide to customers. Demonstrate a customer-service mindset. Explain the role of customer service in creating an image. Explain factors affecting pricing decisions. (Pricing) Explain the types of promotion to be used.