unit four the sales and marketing department

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1、UnitFourTheSalesandMarketingDepartmentT=teacherS=StudentT:Whatdoyouthinkahotelisactuallyselling?S:Well,formypart,Iwouldsaythatahotelsellsitsroomsandmeals.T:That’snotcompleteenough.Inmyopinion,thechiefproductwearesellingintheaccommodationsindustryishospitality.Hospitalityisnotanabs

2、traction,butitisacozyroom,ahotshower,agoodmealandtheactofservicetoensuretheguestapleasantstay.S:Isee.Sotheimageofahotelisdependentonthebehaviorofitsemployees.Butwhataretheresponsibilitiesofasalesmanager?Ｔ:Asalesmanagerisresponsiblefordevelopingthemarketandplanningthesalesofdiffere

3、ntservicesofthehotel.Heorshemustcoordinateasaleseffortwhichinvolvesbothinternalsellingandexternalselling.S:Whatdoyoumeanbyinternalselling?T:Internalsellingisconcernedwiththehotelguestswhoarealreadystayingatthehotel.Forinstance,areceptionistcanupselltheroomandrecommendthehotel’sbru

4、nch,awaitercansuggestadesserttoadiner,abellboycanintroducediningandrecreationalserviceitemstoanin-houseguestwhiledeliveringbaggagetohisroom.Theseemployeesareallmakinginternalsalesforthehotel.Theprintofhotellogoinpost-cards,stationary,matchboxesandnapkinisoneoftheinternalsellingmet

5、hods.Theuseofposters,tentcards,brochuresintheelevators,lobby,restaurantsandhallwayscanbeaneffectiveinternalsellingmethod.Asamatteroffact,anythingthatincreasessalesisconsideredapromotionaldevice.S:Sointernalsellingtakesplacewithinthehotelwhileexternalsellingdoesoutdoors.Whatsortsof

6、communicationchannelsormediaareemployedforexternalselling?T:Television,radio,neonsigns,mails,telephones,internetandpersonalsalescalls.S:Thenadvertisingplaysanimportantroleinexternalselling.I’vereadaboutsomeadsfortheJiang’inInternationalHotelinnewspapersandmagazines.T:Youareright.A

7、newspaperandmagazineadvertisementmayincreasebusinessvolume,providingit’splannedwell.S:Inadditiontoadvertisements,whatotherdevicesshouldahotelemployinpresentingitselftothepublic?T:It’sthepublicrelationsorPRasitiscalledthatmakesanimportantdifferenceinahotel’simage.Thepublicrelations

8、shouldpresentthehotel’simagetothe