《PP_Chap._2》.pptxVIP

CHAPTER 2: THE MARKETING COMMUNICATION MIX;The Marketing Communication Mix;PERSONAL SELLING;PERSONAL SELLING;PERSONAL SELLING;PERSONAL SELLING;PERSONAL SELLING;Sales Management vs Personal Selling;ADVERTISING;Personal Selling vs Advertising;DIRECT MAIL A form of advertising Nonpersonal, non-face-to-face, yet direct communication with a clearly identified target audience A written communication promoting a product ( letter, a special promotion, an electronic message ) send to regular and/or potential clients via a mailing list Promote future special events eg; Merdeka Celebration, New Year’s Eve celebration, or a Mother’s day special., or to promote a new product, to promote a special weekend package, to generate leads, Mailing lists - name and addresses of all customers ( front office registration / current clientele) which is coded and categorised according to target markets Eg: “C” - corporate client, “A” - associate delegate, or “WP” - weekend packager, etc. Business cards ;PUBLIC RELATIONS (PR) A direct/ personal or an indirect/ nonpersonal form of communication Purpose: to enhance the public image and goodwill of the hospitality establishment Publicity is the indirect/ nonpersonal side of PR It is a “story” (good or bad) reported in the media about the organisation, a person of the organisation, or an activity in the hospitality establishment BROCHURES AND OTHER COLLATERAL Brochures and other print collateral, videos and CD-ROM Describe a hospitality product offering and support the selling effort. Other promotional materials - flyers, cocktail napkins, t-shirts, mouse-pads, key chains, airplane banners, etc ; MERCANDISING (Upselling) Purpose: to stimulate the purchase behaviour of an in-house captive audience Personal and/or nonpersonal communication Nonpersonal merchandising – eg: pasta displays in restaurants, show kitchens, menu displays in the elevators, table tent cards in restaurants, etc. ? SPECIAL PROMOTIONS Short term product offerings desig