2. Marketing and Sales Department Pertemuan 11
Matakuliah : G0424 – Hotel and Restaurant Management
Tahun : 2008
Marketing and Sales Department Pertemuan 11

3. Topics Differentiation between Marketing and Sales
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4. 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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5. 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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6. The Importance of Sales and Marketing Dept in Hotel
Guest satisfaction
Competition
Revenue
Sustainability
Internal & Relationship
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7. 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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8. Responsibility of S&M Dept.
Market analysis
Marketing plans
Sales approaches
Budgeting
Coordinating works (interdepartemental)
Controlling and evaluation
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9. Sales & Marketing Dept. Structure
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10. 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)
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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11. 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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12. S&M Interdepartmental
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13. 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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