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Hospitality Marketing Terms and Concepts: A Glossary for CHSP Certification, Exams of Advanced Education

A comprehensive glossary of essential marketing terms and concepts relevant to the certified hospitality sales professional (chsp) certification. It defines key concepts such as marketing mix, target markets, and revenue per available room (revpar), offering a valuable resource for hospitality professionals seeking to enhance their understanding of marketing principles within the industry.

Typology: Exams

2024/2025

Available from 01/28/2025

Smartsolutions
Smartsolutions 🇺🇸

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CHSP Certified Hospitality Sales Professional (American Hotel & Lodging
Educational Institute) 100% Verified
marketing - ANSWER A system of interrelated activities formulated to plan, price,
promote and make available to consumers in a target market.
sales - ANSWER Direct efforts to sell a property by personal sales calls,
telecommunication and mailings.
marketing mix - ANSWER combination of the four P's of marketing; product, place,
promotion and price.
4 P's of marketing - ANSWER product, place, price and promotion (controlled
variables)
Product-Service Mix - ANSWER guestroom, furnishings, decor, amenities, service
features, structure/exterior, quality/name brand.
Place-Distribution Mix - ANSWER travel agents, tour operators, salespeople, referral
groups, reservation systems, direct sales
Promotional - Communication Mix - ANSWER publicity, internal sales, media
advertising, direct sales, public relations, word-of-mouth
Price - Rate Mix - ANSWER room rates, menu pricing, amenity fees, beverage prices,
discounts, commissions
valley period - ANSWER off-season, the time when demand is at its lowest
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CHSP Certified Hospitality Sales Professional (American Hotel & Lodging Educational Institute) 100% Verified

marketing -promote and make available to consumers in a target market. ANSWER A system of interrelated activities formulated to plan, price,

sales -telecommunication and mailings. ANSWER Direct efforts to sell a property by personal sales calls,

marketing mix -promotion and price. ANSWER combination of the four P's of marketing; product, place,

4 P's of marketing -variables) ANSWER product, place, price and promotion (controlled

Product-Service Mix -features, structure/exterior, quality/name brand. ANSWER guestroom, furnishings, decor, amenities, service

Place-Distribution Mix -groups, reservation systems, direct sales ANSWER travel agents, tour operators, salespeople, referral

Promotional - Communication Mix -advertising, direct sales, public relations, word-of-mouth ANSWER publicity, internal sales, media

Price - Rate Mix -discounts, commissions ANSWER room rates, menu pricing, amenity fees, beverage prices,

valley period - ANSWER off-season, the time when demand is at its lowest

peak period - ANSWER in-season, the time when demand is at its highest shoulder period - ANSWER period of time between a peak and a valley uncontrollable variables - ANSWER external factors such as a recession, energy crisis,natural disaster, weather conditions

Marketing Director -more with research and strategy and is concerned with identifying the needs and wants ANSWER difference between DOM and DOS is that the DOM deals of consumers. Director of Sales -in finding solutions to consumers' problems. ANSWER implements marketing strategies and leads the sales staff

Intangibility - ANSWER selling the "use" of guest rooms or banquet space Perishability -seat, unfilled tee-time ANSWER Lost business forever; used guest room, empty restaurant

Inconsistency - ANSWER service by an employee that varies greatly at different hotels Inseparability -comes to the hotel and services are consumed at the same time. ANSWER production and consumption happen at the same time. Guest

Environmental scanning -acting on them before your competitor does. ANSWER The study of trends. Keeping abreast of trends and

Globalization -abroad ANSWER establishing an international presence to serve travelers

marketing intelligence -formatted to help formulate plans and make decisions. ANSWER information that has been analyzed, evaluated and

information system -gathering and analyzing data to provide accurate info to marketing decision makers. ANSWER the people, the equipment and procedures involved in

property analysis -programs to determine its strengths and weaknesses ANSWER evaluation of a business's facilities, services and

occupancy and activity analysis -potential operating statistics; part of the marketplace analysis. ANSWER analysis of a property's past, present and

Competition Analysis- ANSWER evaluation of the business's competition to identifyopportunities and unique selling points.

Competitive Set- ANSWER properties in the area that sell into a similar marketsegments, pricing, and similar product and service.

Differentiation- ANSWER separating your property from those in your competition fair share -distributed based on the number of rooms in each property. ANSWER number of rooms a hotel would sell if the demand were

feeder city - ANSWER city in which guests arrive from guest mix - ANSWER mixture of guests who stay at your property market segementation -wants, backgrounds, incomes, buying habits ANSWER dividing the market into groups with similar needs,

market share -total number of room nights within a market area. ANSWER number of room nights a property sells compared with the

marketplace analysis -business. Such as changes in lifestyles, societal values, economic conditions and ANSWER evaluation of environmental trends affecting a technology positioning -services offered by a hotel in relation to similar products/services by the competitor. ANSWER the process of how consumers perceive the products and

RevPAR - ANSWER revenue per available room. target markets -activities are aimed here. ANSWER market segments with the greatest potential. marketing

zero-base budget -expenditures. ANSWER budget that starts at zero and forces planners to justify