1 / 8

Selling Hospitality

Selling Hospitality. Chapter 5 The New World of Selling: Responding to Changing Buyer Perceptions of Value.

cora
Télécharger la présentation

Selling Hospitality

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Selling Hospitality Chapter 5 The New World of Selling:Responding to Changing Buyer Perceptions of Value

  2. In the drama of industrial progress, the spotlight of public attention which has been centered upon the creators of technical products is now being directed upon those who are responsible for the distribution of those products. (Bernard Lester, 1940, p. v; founding member of the American Marketing Association)

  3. Evolution of Personal Selling • Peddler—communicates to the buyer the product’s or service’s unique features. • Sells engineering—E.K. Strong (1922) The Psychology of Selling Life Insurance. • New salesperson—adds value as demanded by the customer.

  4. Matching Buyers’ Perception of Value with Sales Strategy

  5. Matching Buyers’ Perception of Value with Sales Strategy

  6. Selling Process • Discovery—open- versus closed-ended questions • Presentation of features and benefits • Overcoming objections • Closing • Follow-up

  7. Alliances in the News • Delta Air Lines and Swissair form Global Cargo Alliance • Northwest and Continental Airlines form strategic alliance to strengthen their position in a competitive global marketplace. United-Delta consider similar move. • The SABRE Group, ABACUS International Holdings Create Joint Venture to Serve Asia-Pacific Travel Market: 7,300 Travel Agencies to Use Customized SABRE System • ITT Sheraton and Visa U.S.A. Establish Marketing Relationship that Benefits Travelers • WorldRes forms Strategic Alliance with the Pembridge Group • Biztravel.com to Partner with EventSource; Alliance to Provide First Integrated Event Planning and Business Travel Solution • Galileo International Teams up with ITN for Corporate Travel Solution • WORLDRES and WIZCOM announce Internet alliance • California Cultural Tourism Coalition Debuts Multi-Million Dollar Promotional Campaign “California, Culture’s Edge”

  8. Cinderella Fable Perception of sales under the Marketing Concept

More Related