Managing and Leading Hospitality Enterprises and Marketing - PowerPoint PPT Presentation

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Managing and Leading Hospitality Enterprises and Marketing

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... headline, body copy, signatures, logos; promise something, make the sale, ... Publicity: free mention of a company by the media ... – PowerPoint PPT presentation

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Title: Managing and Leading Hospitality Enterprises and Marketing


1
Managing and Leading Hospitality Enterprises and
Marketing
  • Chapters 12 and 14

2
Basic Goals and Tasks of Managers
  • Management goals "Create a true whole that is
    larger than the sum of its parts" "Harmonize in
    every decision and action the requirements of the
    immediate and long-range future.
  • Management tasks setting objectives, organizing,
    motivating and communicating, measuring
    performance, developing people

3
Development of Management Theories
  • First modern management theorist, Robert Owen
  • managers should reform the workplace
  • treat employees better

4
Classical School
  • Mostly concerned with productivity
  • Frederick W. Taylor (one best way to do a job)
  • Henry Gantt (production scheduling, Gantt Chart)
  • Frank and Lillian Gilbreth (motion studies,
    reduce worker fatigue, three position plan of
    promotion)
  • Henri Fayol (defined the duties and functions of
    managers, 14 principles of management)

5
Behavioral School
  • Emphasized human relations, finding ways to
    motivate workers
  • Chester Barnard (mesh employees' goals with
    organizational goals)
  • George Mayo (Hawthorne studies link between
    supervision, morale, and productivity)
  • Abraham Maslow (hierarchy of needs)
  • Douglas McGregor (Theory X, Theory Y)

6
Schools of Management
  • Quantitative school mathematical approach to
    management problems gathering and analyzing
    information important
  • Systems school internal systems, external
    systems
  • Contingency school every situation different,
    managers must be flexible, there are few if any
    universal management principles or rules

7
Schools of Management
  • Quality focus school
  • W. Edwards Deming (consumers part of production
    line, attract repeat customers, 14-point quality
    program)
  • Joseph Juran (fitness for use, cost-of-quality
    accounting system)
  • Philip Crosby (quality is free, ultimate goal is
    zero defects)
  • Thomas H. Peters and Robert A. Waterman, Jr.
    (emphasis on satisfying and retaining customers)
  • Customer focus school
  • companies must acquire a new respect for the
    importance of interacting with customers
  • customers want accuracy, availability,
    partnership, advice

8
Reengineering
  • The fundamental rethinking and radical redesign
    of business processes to achieve dramatic
    improvements in critical, contemporary measures
    of performance such as cost, quality, service,
    and speed
  • Michael Hammer and James Champy (must make
    dramatic, not incremental, changes to processes)

9
Effective Leaders
  • Four strategies of effective leaders
  • Attention through vision
  • Meaning through communication
  • Trust through positioning
  • Self-development
  • Employee empowerment
  • Fewer management levels
  • Employees given the responsibility and means to
    keep customers satisfied

10
Marketing (Chapter 14)
  • Marketing having what people want
  • Selling getting rid of what you have
  • Four Ps of Marketing
  • product, place, price, and promotion
  • Marketing plan development
  • situation analysis
  • Objectives
  • Strategies
  • Tactics
  • controls

11
Hotel Sales and Marketing
  • Hotel sales department director of marketing and
    sales, sales manager, salespersons (organized by
    market segment or geographical region)
  • Traits of a successful salesperson innovator,
    risk-taker, goal-setter, problem-solver, partner
    with customers, good communicator, don't take
    rejection personally, use mental rehearsal,
    intelligent

12
Advertising
  • Planned communication activity in which messages
    in mass media are used to persuade audiences to
    adopt goods, services, or ideas
  • Advertising is a substitute for personal
    salesmanship it can be repetitive it increases
    the value of products and services for consumers
    (added-value)
  • What an advertiser needs competitive advantage,
    unique positioning, segmented market

13
Effective Ad Campaigns
  • Advertising agencies marketing strategists,
    artists, writers, production managers, media
    selection experts paid on a negotiated fee basis
    or for 15 percent commission
  • How to create effective print advertising
    headline, body copy, signatures, logos promise
    something, make the sale, call to action
    repetition
  • How to create effective media advertising
    entertain, humor, personalities, music make 'em
    laugh, make 'em bond, find out what they really
    like

14
Role and Importance of Public Relations
  • Public relations techniques companies use to
    improve relationships with their various publics
  • Publicity free mention of a company by the media
  • Sales promotion sales tools and techniques
    designed to encourage immediate action extra
    commissions to travel agents, sales contests, fam
    tours, loyalty marketing programs, tie-ins,
    sweepstakes, "wine and dine" promotions
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