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