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Performance indicators for TTDM
2 Analyze company resources to ascertain policies and procedures
A set of policies are principles, rules, and guidelines formulated or adopted by an
organization to reach its long-term goals and typically published in a booklet or other form
that is widely accessible
Policies and procedures are designed to influence and determine all major decisions and
actions, and all activities take place within the boundaries set by them. Procedures are the
specific methods employed to express policies in action in day-to-day operations of the
organization. Together, policies and procedures ensure that a point of view held by the
governing body of an organization is translated into steps that result in an outcome
compatible with that view
 Does the student consider media policies?
 Is their plan realistic?
 Participant demonstrates and adheres to the following policies and procedures as
stipulated in the case study:
o Customers can make special orders for an extra fee; and,
o When signing an order form, customers are told that the delivery date can
fluctuate 7-10 business days
 Given these policies, the participant might acknowledge that the store should have
informed the customer (judge) immediately when the customer called to make the
change of wedding date, as an act of good customer service
 The participant may be innovative in devising solutions or new policies for the store
insofar as they do not contradict any of those already mentioned. Examples of such
policies are:
o For deliveries that are late at the fault of the store, the customer may choose
another item to be express delivered for their occasion
o Customer may pay an additional fee for express delivery on the existing order
o Customer may pick up the item directly from the wholesaler
5 Analyze product information to identify product features and benefits
Participants should use the facts from the case for each product line to identify how the
proposed destination will benefit the multi-generation family. They should consider the
types of activities provided teach destination and the appeal for people of various age
groups. Solutions should specifically state how the chosen destination appeals to each
generation
Participants should identify the destinations they believe would be most successful and least
successful based on their analysis of features and benefits to each generation.
Assess a customer’s special needs (e.g., children, disabilities, etc.).
2 Assess information needs
Determining who users of the information will be
What type of information is needed and what they plan to do with the information
What type of information is already available?
Costs involved
Timelines (how soon do they need the information?)
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A needs assessment is a systematic process for determining and addressing needs, or
"gaps" between current conditions and desired conditions or "wants". The discrepancy
between the current condition and wanted condition must be measured to appropriately
identify the need. The need can be a desire to improve current performance or to correct
a deficiency. A needs assessment is a part of planning processes, often used for
improvement in individuals, education/training, organizations, or communities. It can
refine and improve a product such as a service a client receives. It can be an effective
tool to clarify problems and identify appropriate interventions or solutions. By clearly
identifying the problem, finite resources can be directed towards developing and
implementing a feasible and applicable solution. Gathering appropriate and sufficient
data informs the process of developing an effective product that will address the group’s
needs and wants. Needs assessments are only effective when they are ends-focused and
provide concrete evidence that can be used to determine which of the possible meansto-the-ends are most effective and efficient for achieving the desired results
In this case there are 2 sets of needs to be assessed. The needs of those seeking
information on the companies through the evaluations of others, and the needs of those
companies in wanting fair and ethical assessments.
Assist clients with customs regulations and health requirements for international travel.
Assist customers with passports and visas.
2 Build a brand
 The brand should include the company’s a vision, goals and target market
 Symbols, such as a logo, and slogans should be used to communicate the service’s
qualities
 The brand’s benefit to the company should be clearly stated
Close the sale
Closing the sale requires that the participant ask the judge if they have a deal, ask for a date
for starting the project or arrange to have the contracts signed. The end result is that you get
the judge to agree to use your plan.
Coach employees
The purpose of coaching is to make sure they understand what they are supposed to do and
be able to do it without error. In the case of inventory control systems, we need to make all
personnel understand the importance of controlling inventory for the company’s profit
situation. Presumably, as profits rise, the employee’s share of the profits will also rise, and a
happier employee may be a more trusted employee.
Compute currency conversions.
Conduct a SWOT analysis for use in the marketing planning process
Conduct market analysis
How big is the market, market share, market trends, competitive analysis, SWOT analysis.
Conduct pre-departure briefing.
2 Convert customer/client objections into selling points
 Presenter should discuss the benefits of the product
 Disadvantages should also be discussed
 Present higher quality products for a lesser price
6 Coordinate activities in the promotional mix
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The four elements of the promotional mix are: advertising, sales promotion, publicity,
and personal selling. All elements used should be coordinated to achieve the company’s
goals. All initiatives should be coordinated to target the identified markets, clearly
communicate the same underlying message.
 Advertising includes any paid presentation and promotion of ideas, goods, or
services by an identified sponsor (Ex. Print ads, radio, television, billboards etc)
Place advertisements that would appear locally promoting the award-winning
coffee in newspapers, direct mail, posters/billboards Recognize that TV ads
would be created for national chain by the national chain itself
 Sales promotions Incentives designed to stimulate the purchase or sale of a
product (Ex. Coupons, sweepstakes, contests, rebates etc. Offer sample coffee
taste cups at popular local events and venues) . Sales promotion includes media
and non-media marketing communication in order to increase consumer demand,
stimulate market demand or improve product availability
 Public relations includes paid intimate stimulation of supply for a product,
service or business unit by planting significant news about it or a favourable
presentation in the media and sometimes include direct marketing and
sponsorship Contact newspapers and radio stations to come review or feature the
restaurant or Sponsor local events
 Personal Selling is a process of helping and persuading one or more prospects to
purchase a good or service or to act on any idea through the use of an oral
presentation (Ex. Sales presentations, sales meetings, sales training) Each waiter
should up sell by recommending products, especially our award-winning coffee
Participants should describe a variety of creative ideas that address all areas of concern.
Coordinate distribution with other marketing activities
Brands carry out online and offline advertising on behalf of channel partners to aid them in
generating sales of their branded products. Those online and offline marketing initiatives can
either be isolated or coordinated to inform one another.
An example of this is an apple orchard: Apple orchard > Transport > Processing factory >
Packaging > Final product to be sold > Apple pie eaten Apples are not advertised as much
in winter and spring. They are harvested in Fall.
An alternative term is distribution channel or 'route-to-market'. It is a 'path' or 'pipeline'
through which goods and services flow in one direction (from vendor to the consumer), and
the payments generated by them flow in the opposite direction (from consumer to the
vendor). A marketing channel can be as short as being direct from the vendor to the
consumer or may include several inter-connected (usually independent but mutually
dependent) intermediaries such as wholesalers, distributors, agents, retailers. Each
intermediary receives the item at one pricing point and moves it to the next higher pricing
point until it reaches the final buyer.
Marketing Channels can be long term or short term.
Short term channels are influenced by market factors such as: business users, geographically
concentrated, extensive technical knowledge and regular servicing required, and large
orders. Short term product are influenced by factors such as: perishable, complex, and
expensive. Short term producer factors include whether the manufacturer has adequate
resources to perform channel functions, Broad product line, and channel control is
important. Short term competitive factors include: manufacturing feels satisfied with
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marketing intermediaries' performance in promoting products.
Long term market factors include consumers, geographically dispersed, little technical
knowledge and regular servicing is not required, and small orders. Product factors for long
term marketing channels are: durable, standardized, and inexpensive. Producer factors are
manufacturer lacks adequate resources to perform channel functions, limited product line,
and channel control not important. The competitive factors are: manufacturer feels
dissatisfied with marketing intermediaries' performance in promoting products
Coordinate news releases
5 Demonstrate a customer service mindset
A service mindset is an outlook that focuses on creating customer value, loyalty and trust. A
business with this outlook wants to go beyond simply providing a product or service. It
wants to create a positive and indelible imprint in the customer's, or even in the prospect's
mind. To do this, a business has to care about the customer or prospect experience and work
continuously at enhancing it
 Listen carefully to the customer’s complaint and acknowledge that you are there to
help—in this case that the business meeting has been disrupted
 Explain that you appreciate and value the business that the customer has given you and
that you would like the relationship to continue
 Provide customer surveys to get feedback from the customers. This could be done by a
card with the bill, a website address or a phone call to important customers. There could
be an incentive such as a discount or free dessert if they fill out the survey
 Use interpersonal skills to handle customer requests and questions, Understand
management’s role in customer relations, understand procedures for handling difficult
customers, explain business policies to customers and handle customer complaints.
 you should view negative customer interactions as opportunities to learn even more
about the customers’ needs and expectations
3 Demonstrate appropriate creativity
Creativity in the workplace is the next step up from problem solving. It is a real asset to
employers hunters, if they can show how they bring additional value to the employer, and
preferably prove a dollar value to that creativity. Initiative and good ideas are now much
more appreciated than they were in the old hierarchical corporate jobs. Ideas are valuable,
and so are employees who can get more value out of the endless possibilities of new
systems.
Some people actually make much more of a career out of ideas, rather than just doing a job.
The opportunities are always there. Everybody, on any job, soon figures out a better way of
getting things done.
Most value adding is about dealing with volumes of work. Just as well, too, because that's
how efficiency is achieved. It's a natural use of skills to make work easier and more
productive. That's also why many people who are quite efficient in organizing their own
work don't even recognize why they're efficient. They think it's common sense, but it's
actually part of the creativity in the workplace effect. Think about how you've organized
your own work to suit your own needs. There will be something. You may not have
redesigned the whole workplace, but you will have done something to make yourself work
more efficiently.
Now comes the rest of the question, how to show value in your creativity.
Work value is measured by:
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Profit
Savings
Improved time frames
Increased efficiency in your own work
Increased efficiency which carries through up the work chain to others from your
own work
This is what is meant by improving productivity. It's productive in that it generates income,
saves time and therefore money, and improves the efficiency of yourself and others. In
whatever sense it's done, it's valuable to the employer.
So you have to express the value of your creativity in those terms, to the judges, and show
them why it's valuable. If you've come up with a better way of doing things, or a more
efficient or obviously quicker way of doing your work, you've answered the question
effectively, and made your point.As with all interview questions, you must structure your
answer so the interviewers can see the processes involved, and the value of your work.
In this case, creativity is a very broad range of possible subjects, but you can simplify and
clarify your answer:
 Explain the work, and the processes.
 Explain your idea and its benefits in terms of the productivity criteria.
Tell the judges what you've achieved with your creativity. Also tell them your manager or
supervisor's reaction to your work if you can tell them about a positive response from them.
That's proof of achievement.
Demonstrate Creativity
Creativity in the workplace is the next step up from problem solving. It is a real asset to
employers hunters, if they can show how they bring additional value to the employer, and
preferably prove a dollar value to that creativity. Initiative and good ideas are now much
more appreciated than they were in the old hierarchical corporate jobs. Ideas are valuable,
and so are employees who can get more value out of the endless possibilities of new
systems.
Some people actually make much more of a career out of ideas, rather than just doing a job.
The opportunities are always there. Everybody, on any job, soon figures out a better way of
getting things done.
Most value adding is about dealing with volumes of work. Just as well, too, because that's
how efficiency is achieved. It's a natural use of skills to make work easier and more
productive. That's also why many people who are quite efficient in organizing their own
work don't even recognize why they're efficient. They think it's common sense, but it's
actually part of the creativity in the workplace effect. Think about how you've organized
your own work to suit your own needs. There will be something. You may not have
redesigned the whole workplace, but you will have done something to make yourself work
more efficiently.
Now comes the rest of the question, how to show value in your creativity.
Work value is measured by:
 Profit
 Savings
 Improved time frames
 Increased efficiency in your own work
 Increased efficiency which carries through up the work chain to others from your
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own work
This is what is meant by improving productivity. It's productive in that it generates income,
saves time and therefore money, and improves the efficiency of yourself and others. In
whatever sense it's done, it's valuable to the employer.
So you have to express the value of your creativity in those terms, to the judges, and show
them why it's valuable. If you've come up with a better way of doing things, or a more
efficient or obviously quicker way of doing your work, you've answered the question
effectively, and made your point.As with all interview questions, you must structure your
answer so the interviewers can see the processes involved, and the value of your work.
In this case, creativity is a very broad range of possible subjects, but you can simplify and
clarify your answer:
 Explain the work, and the processes.
 Explain your idea and its benefits in terms of the productivity criteria.
Tell the judges what you've achieved with your creativity. Also tell them your manager or
supervisor's reaction to your work if you can tell them about a positive response from them.
That's proof of achievement.
Demonstrate problem-solving skills
Identify the issues
 Be clear about what the problem is.
 Remember that different people might have different views of what the issues are.
 Separate the listing of issues from the identification of interests (that's the next step!).
Understand everyone's interests
 This is a critical step that is usually missing.
 Interests are the needs that you want satisfied by any given solution. We often ignore
our true interests as we become attached to one particular solution.
 The best solution is the one that satisfies everyone's interests.
 This is the time for active listening. Put down your differences for awhile and listen
to each other with the intention to understand.
 Separate the naming of interests from the listing of solutions.
List the possible solutions (options)
 This is the time to do some brainstorming. There may be lots of room for creativity.
 Separate the listing of options from the evaluation of the options.
Evaluate the options
 What are the pluses and minuses? Honestly!
 Separate the evaluation of options from the selection of options.
Select an option or options
 What's the best option, in the balance?
 Is there a way to "bundle" a number of options together for a more satisfactory
solution?
Document the agreement(s)
 Don't rely on memory.
 Writing it down will help you think through all the details and implications.
Agree on contingencies, monitoring, and evaluation
 Conditions may change. Make contingency agreements about foreseeable future
circumstances (If-then!).
 How will you monitor compliance and follow-through?
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Create opportunities to evaluate the agreements and their implementation. ("Let's try
it this way for three months and then look at it.")
Effective problem solving does take some time and attention more of the latter than the
former. But less time and attention than is required by a problem not well solved. What it
really takes is a willingness to slow down. A problem is like a curve in the road. Take it
right and you'll find yourself in good shape for the straightaway that follows. Take it too fast
and you may not be in as good shape.
Working through this process is not always a strictly linear exercise. You may have to cycle
back to an earlier step. For example, if you're having trouble selecting an option, you may
have to go back to thinking about the interests.
2 Describe considerations in using databases in advertising
Marketing research has experienced a resurgence with the widespread use of the Internet and
the popularity of social networking. It is easier than ever before for companies to connect
directly with customers and collect individual information that goes into a computer
database to be matched with other pieces of data collected during unrelated transactions. The
way a company conducts its market research these days can have serious ethical
repercussions, impacting the lives of consumers in ways that have yet to be fully understood.
Further, companies can be faced with a public backlash if their market research practices are
perceived as unethical.
Deceptive Practices The ease with which a company can access and gather data about its
customers can lead to deceptive practices and dishonesty in the company's research methods.
This type of ethical problem can run the gamut — from not telling customers that
information is being collected when they visit a website to misrepresenting research results
by changing database numbers. Any action that uses lies and deception to find out or
establish information about consumers falls under this category.
Invasion of Privacy One of the most serious ethical considerations involved in market
research is invasion of privacy. Companies have an unprecedented ability to collect, store
and match information relating to customers that can infringe on a person's right to privacy.
In many instances, the customer does not know or understand the extent of the company's
infiltration into his life. The company uses this information to reach the customer with
targeted advertising, but the process of targeting can have a chilling affect on personal
freedom.
Breaches of Confidentiality Another significant ethical consideration involved in market
research involves breaches of confidentiality. Companies regularly share information about
customers with partners and affiliates, requiring the customer to opt-out of the sharing if he
doesn't want to be involved. Some companies sell information they have gathered on
customers to outside companies. Ethically, any unauthorized disclosure of customer
information is problematic.
Objectivity Marketing and advertising have a significant impact on public perceptions.
Market researchers have an ethical obligation to conduct research objectively, so that
available data allows for the development of a balanced or reality-based picture. Researchers
who allow their own prejudices to skew their work tend to contribute to the perpetuation of
stereotypes in advertising, the development of destructive social constructs and the enabling
of unjust profiting from poverty. For example, a market researcher with a one-dimensional
view of minorities could do a fair amount of harm if allowed to shape an advertising
campaign based on skewed data collection.
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Describe crucial elements of a quality culture
Creating a quality culture within your business is not as difficult as it may seem but it can
require a shift in thinking. Quality can no longer be defined by international standards or
statistical measures of defects alone. Today quality is defined by the customer and making
the customer happy must be the focus of a quality culture. Traditionally quality has been
defined by statistical measures of error rates and quality improvement has been focused on
reducing variation in linear processes and eliminating errors in production.
These measures of quality have been imposed from the top down with little input from front
line staff. Producing a perfect product according to internal standards however does not
guarantee the product will meet customer expectations of quality.
Any cultural change requires engagement and ownership by all levels of staff within an
organization. When the customer perspective is made central to the definition of quality it
makes sense to use front line staff to be the architects of a quality culture
 Respect for individual
 Balance – work/life
 Pride in work – identification with ideals of the firm/shared goals
 Understanding of each individual's role in organizational structure – contribution to
success
 Recognition for performance
 Honesty in all transactions/positive attitude
 Inclusive policies
 Communication channels – formal and informal
 Freedom to develop/career paths/career planning/promotion potential
 Opportunity for "whistleblowing"
Creating quality culture in relationships
 A business house should have commendable quality culture when it comes to
relationship with the management and staff, with the sub-contractors and suppliers,
customers and any other stakeholders with the organization.
 A good quality culture in relationship with suppliers can be ensured by transparent
policies, by paying proportionately for the quality of supplies and not by squeezing the
suppliers’ profit margins adamantly. Cut-throat behavior should be avoided in the
dealings with all stake holders. Relationships should be aimed to last long with each
other for the well being of both the
 involving everyone
 Breaking down barriers among employees and management
 Eliminating numerical quotas
 Instituting training
 Developing leadership
 Recognizing employees’ contributions to quality
 Communicating the quality policy/message, etc.
 A business house should have commendable quality culture when it comes to
relationship with the management and staff, with the sub-contractors and suppliers,
customers and any other stakeholders with the organization.
To sum up, the quality culture in an organization can be developed only through a total
moral commitment to quality by the top management.
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Through transparent policies, education, training and visibly practicing what is preached, the
quality culture has to be nurtured in the organization on a continuous basis.
A good quality culture in relationship with suppliers can be ensured by transparent policies,
by paying proportionately for the quality of supplies and not by squeezing the suppliers’
profit margins adamantly. Cut-throat behavior should be avoided in the dealings with all
stake holders. Relationships should be aimed to last long with each other for the well being
of both the parties.
To sum up, the quality culture in an organization can be developed only through a total
moral commitment to quality by the top management. Through transparent policies,
education, training and visibly practicing what is preached, the quality culture has to be
nurtured in the organization on a continuous basis.
2 Describe current business trends
There are many correct answers to this question. Examples could include:
 Economic recession
 Credit crisis
 Companies focusing on being more environmentally friendly
 Double income families or single parent families that need and are willing to pay for
services because of their busy lives
 Big box stores
 Increase in discounts to encourage sales
 Lower profits, maintenance of sales
 Competitive market
 React / respond to economies of scale
2 Describe current issues and trends in the hospitality industry
 Students should report the information in the case which is that there is an increased
demand for family travel and hotels that target families
 Students should also report that the competition for business travel accommodation is
increasing and is intense
 Students can make reference to the current economic downturn and how it has reduced
the amount of money North Americans are spending on vacations. This is causing the
percentage of vacations taken in North America by North Americans to increase
 Other current trends in hospitality include the use of websites to view and book
accommodation, and the extension of customer service while clients are staying
Describe factors used by businesses to position corporate brands
Branding is all about creating unique identities and positions for products and services,
hence distinguishing the offerings from competitors. Hence a corporate branding
strategy can enable the corporation to further leverage on its tangible and non-tangible
assets leading to branding excellence throughout the corporation
The main factors that go into defining a brand position:
 Brand Attributes: What the brand delivers through features and benefits to
consumers
 Consumer Expectations: What consumers expect to receive from the brand?
 Competitor attributes: What the other brands in the market offer through features and
benefits to consumers
 Price: An easily quantifiable factor – Your prices vs. your competitors’ prices
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Consumer perceptions: The perceived quality and value of your brand in consumer’s
minds (i.e., does your brand offer the cheap solution, the good value for the money
solution, the high-end, high-price tag solution, etc.?)
 Quality image/products –
 Logo, slogan, unique storefronts/layouts
 Product appeal
 Control - promotion
Describe factors used by marketers to position products/businesses
 Students may define the term positioning in light of the case – they will define the
characteristics of the good/services being offered by the bookstore
 Marketers must determine whether or not they will take a stand and position their
products
 Marketers must determine who they will position the store to and what
goods/services will be offered to the target group
 Determine why their positioning is relevant for their target consumer
 Ensure that their positioning is clear so that the target consumers will understand
 Marketers must also position their product in a way that is distinctive – without a
unique position, consumers do not have a reason to choose their product
Describe legal issues affecting businesses
As an owner of a small business, the danger of crippling litigation should also be at the top
of your priorities. Legal headaches, can take you by surprise and severely hurt your
business’ bottom line. Here are some of the most common legal issues facing small
businesses in America.
Disgruntled Employees will be one of the most common legal headaches. In North
America, employees have far more rights than other countries, in the form of unions and
reasons for “wrongful termination”. If you terminate a non-performing employee, make
sure he or she signs documents carefully drafted by an attorney upon termination to make
the terms of dismissal crystal clear. Letting an employee go without any final termination
forms leaves the door wide open for legal actions.
Discrimination/Harassment Cases The legal ramifications of alleged discrimination –
sexual, ethnic, age or otherwise, can cause your company serious problems. Make sure your
human resources and legal departments are well equipped to handle these issues should they
arise. During the hiring process, make sure you are prepared with all the applicants’ resumes
should allegations of discrimination arise, to prove that you hire the most qualified
individuals, regardless of gender, ethnicity or age.
Hold regular meetings to oversee co-worker relations and insure that discrimination on a
smaller scale is not occurring between office cliques, or influencing the decisions of middle
and lower managers.
Harassment – sexual, racist or otherwise – can be a serious problem in an integrated
workplace with workers from various ethnic and religious backgrounds and social classes.
Regular meetings and interviews with staff will allow your managers to police these
transgressions, which should be eliminated quickly through the swift termination of
offenders.
Victims of harassment and discrimination tend to attract lots of media attention, which can
hurt your company’s public image as well as drain your legal budget. Be proactive and
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stomp out these problems before they start.
Copyright and Patent Issues Cutting edge companies in the tech industry often face
aggressive patent litigation. Companies often sit on patents for years, hoping that another
company inadvertently violates them, to get easy money through patent and copyright
lawsuits.
In the product development phase at your company, make sure your research and
development teams thoroughly research the patents and copyrights of your current product,
to avoid a messy legal battle should you step on a competitor’s toes.
Dissatisfied Customers Customers who are dissatisfied can file class action lawsuits
against your company, in which they gather in large consumer groups and attack your
company over faulty products, services or promises. With enough dissatisfied customers,
class action lawsuits can do more damage than any individual or corporation and irreparably
tarnish your brand’s image. Dissatisfied customers might also be injured customers who
litigate because of injuries sustained while on your business’ premises.
Again, be proactive and keep a finger to the pulse of your customers through tech support,
online message boards and e-mails. Promptly issue recalls for flawed products and be
prompt to address customer issues.
Other Legal Issues These are only some of the most common legal issues facing small
businesses today. Other ones include tax litigation (a whole other topic) and legal disputes
with competitors and contractors. Make sure you are proactive in solving these problems
before they start, and make sure you have a solid legal team to back you up should you get
sued. Good communication in the workplace and a hands-on approach to management is the
best deterrent to legal issues
Describe marketing functions and related activities
Nine functions of marketing:
 Purchasing- buying goods and services for a business’ operation (manufacturers
purchase cloth and thread; retailers buy the finished shirt for resale in their stores)
 Selling- providing customers with goods and services they want to buy (to the end
user and in the industrial market as materials for business operations)
 Pricing-deciding how much to charge for goods and services (takes competition into
consideration & how much a consumer is willing to pay)
 Product planning - all the decisions a business makes in the production and sale of
its goods and services (products to carry, branding, labelling, packaging, etc.)
 Marketing information management – the process of getting the marketing
information needed to make sound business decisions (marketing research)
 Promotion-any form of communication used to inform, persuade, or remind people
about a business’ products OR to improve a firm’s public image (TV and radio
commercials; specially designed perks as gifts with purchase-McDonald’s
toys/glasses)
 Financing-getting the money needed to finance the operation of a business
(obtaining a bank loan; offering credit to consumers)
 Distribution- making decisions about where to sell your product (method of
transportation-truck; rail; ship or air) (storage of items is also part of distribution)
 Risk management- preventing or reducing business loss (one risk that is out of a
business’ control is high local unemployment rate; business competition; natural
risks)
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Describe services offered by the travel and tourism industry.
2 Describe techniques for processing marketing information
The gathering of relevant and up-to-date information is a key business process. Information
consists of organised facts and figures that have meaning within the context that the
information is intended to be interpreted by people. Information is thus a valuable business
commodity, and frequently businesses pay money for up-to-date and relevant information.
Businesses buy:
 Market research information
 Information about the financial performance of other companies
 Information about economic trends, and the economies of other countries
 Product research and development information.
The more up-to-date, accurate and complete is the information, then the more valuable it
will be.
Increasingly there are market opportunities for companies to provide information on
websites that users can pay to access - e.g. information about share prices, market
movements, and potentially good investments.
Information is gathered:
 Internally within an organization - e.g. about production performance, sales
performance, standard operating procedures, manufacturing systems, etc.
 Externally i.e. outside the organization - e.g. information about customers and
markets. The firm may contract out the collection of such information to an
appropriate organization such as a market research company.
Information can then be analyzed by using computers or by manual methods. Databases and
spreadsheets make it very easy to analyze information. For example, information about the
market e.g. market growth, market share, etc. can be entered using a spreadsheet package.
This information can then be presented in line graphs, histograms, bar charts, pie charts etc
so that it is easy to quickly make sense of the information.
Information processing refers to the collection, storage, manipulation, distribution and
presentation of data, usually by electronic means. Computers are used widely in business for
information processing.
Describe the advantages and disadvantages of various media.
Describe the concept of price
 Price is the amount the consumer must pay for a product
 Influenced by costs, competition, demand, and supply
 Cost—all costs are calculated and then a mark-up is applied to achieve the price
 Competition—set the price in relation to competitors
 Demand—apply the concepts of supply and demand, the greater the demand for the
product, the higher the price charged
 Supply—a product in short supply will have a greater demand
If the product is a luxury product, a pricing strategy of skimming or prestige should be used.
People will be able and willing to pay a higher price because it is located in an affluent
neighbourhood
Describe the concept of promotion in the travel and tourism industry
Define Promotion as being one of the four elements of the Marketing Mix In the hospitality
industry promotion includes attracting the consumer initially but more so retaining these
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customers for future years
 Need for firms in the hospitality industry to use Promotion to inform, persuade, and
remind customers and potential customers about a company’s product offering and to
convince them to choose theirs versus the competitors’
 Knowledge of the four components of Promotion: advertising, personal selling, sales
promotion, and public relations
 Knowledge of the forms of Advertising—television, radio, print, direct mail, and
displays
 Use of personal selling by company’s employees to convince customers that the product
offering is a better deal than the competitors’
 Provide a sales promotion strategy that would give customers the incentive to accept
your product offering
In some of the cases, that deal with business conferences, most conferences are annual ones
so if the hotel is able meet the needs of the consumer, they would effectively promote their
hotel for future conferences and individuals’ future visits
Describe the nature of current economic problems
3 Describe the nature of product bundling
Product bundling is the process of securing two or more necessary goods or services from a
single vendor. This strategy usually provides several advantages, including saving a great
deal of money. Long a practice among businesses, the concept of product bundling has
expanded to include residential customers over the last twenty years, especially in regard to
various types of communication services
The basic nature of product bundling involves the willingness of a supplier or vendor to
provide two or more services to a customer for basic rate. This rate normally provides
significant savings over purchasing the products individually. For example, a grocery store
last Canada day offered a Meal Deal which included a barbeque Chicken, a family sized
salad kit, stick bread and a block of ice cream coloured with the Canadian flag in the block.
The savings over offering each item individually was over $10
Along with saving money, product bundling also provides other benefits for the customer.
One has to do with sheer convenience. In many cases, the cost and convenience created by
product bundling go a long way toward promoting customer loyalty. This makes the client
less likely to switch to another vendor for any of the services, especially if the price for the
bundle is competitive.
Vendors also benefit from providing various types of bundled packages to their clients. In
many cases, the cost and convenience created by product bundling go a long way toward
promoting customer loyalty. This makes the client less likely to switch to another vendor for
any of the services, especially if the price for the bundle is competitive. Product bundling
also simplifies the billing process for the vendor, since all services and products are usually
billed on one invoice, rather than several different ones
2 Describe the nature of target market in the travel and tourism industry
 There has been a shift in the target market for these cruises
 New target market is:
 Middle-to-lower incomes
 Families
 People interested in traveling
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
All ages—discounts are great for seniors and for young adults who have smaller
incomes
Describe the nature of taxes
 Despite the common misperception, taxes play a positive role in our lives
 By collecting taxes, government is able to improve the standard of living for all
citizens – with better services and roads, transit, health, education, recreational and
cultural facilities and programs
 With good jobs and low unemployment, the personal income tax base is stronger,
and with prosperous businesses, the corporate tax base is also healthy, fueling even
more funding for city-provided goods and services
 By levying reasonable taxes, the quality of life enjoyed in the city can be improved –
they may wish to survey the public regarding this
 The city may wish to begin dialogue with those businesses that will benefit from a
new convention centre regarding a limited special sales tax or surcharge to help with
financing (a downtown improvement tax)
 The large, successful home-based insurance company should definitely be
approached first about “headlining” sponsorship or a corporate municipal tax credit
for a financial donation
Describe the nature of the travel and tourism industry.
3 Describe the need for marketing information
Without marketing information, businesses are left with no ability to anaylse customer
profiles. Marketing information is needed to understand the consumer and to therefore
improve the product or the service in ways that will satisfy consumers. Marketing
information is also crucial in order to plan and carry out successful and cost effective
Promotional efforts – how do you advertise if you don’t know who you are trying to reach?
Marketing information informs businesses about sales trends and patterns and helps perfect
the timing of re-ordering or discontinuing products. Marketing information can inform
businesses about pricing levels and a customer’s perception of value
Marketing information management is a fancy term for managing data and information
about customer attitudes and development of new products. Marketing research can be
done of a formal or informal basis within small and large companies. For large businesses
that utilize formal research, the procedures and outcomes must be organized so the
business can make sense of the findings and benefit from the research
Students should mention the importance of collecting information about customers. The
more a business knows about its customers, the better it can tailor its products and services
to them. It can deliver products and services to meet and exceed customer expectations.
This information also helps the business reach out to potential customers because it
informs them about the customer profile of the target market
Describe the role of business ethics in pricing
There is a general consensus that marketing strategies must not infringe on values like
honesty, transparency, and autonomy. As such, the main crux of pricing ethics concerns the
establishment of a balance of power (through information) between the producer and the
consumer. In a completely free market, producers often have the upper hand because they
are in control of their products and processes. This potentially lead to unethical practices
(using cheap or harmful materials, lying about benefits, etc.), which are deemed harmful
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for society as a whole
A business operating in today's competitive environment might be tempted to try a variety
of unethical pricing strategies to increase market share and profits. But operating just to
pursue the company's self-interest can result in decreased trust by customers and lawsuits
that take up company time and money to defend. Developing an ethical pricing strategy
from the start can help avoid these pitfalls
Pricing ethics involves examining what constraints are needed on the pursuit of market
share and profits when the actions of a company affect others adversely. For example, a
company that has a monopoly on a particular product with few, if any, direct competitors’
needs to think carefully about raising prices if the price change cannot be justified.
Justification may be an increase in labor or material costs that can be demonstrated clearly
to customers
 Customers must perceive that they received fair value for their money
 Buyers and sellers should both be satisfied
 Customers should not experience buyers’ remorse
 No price gauging
The participant should recognize that the following situations can be viewed as unethical
when providing prices to a customer. This includes (but is not limited to) the following
practices:
 assessing fair market value for the services/products provided (no price fixing)
 phantom bookings – telling the customer that there are others interested in their date
when there are no others
 anti-favouritism – ensuring that all customers receive similar pricing regardless of
financial situation (i.e. not charging someone more because they are presumed to have
more money)
 not disclosing all costs up front
2 Describe the use of technology in product/service management
 Tracking of sales can be used to appropriately staff hotels, restaurants and theme
park
 Expedite wait times ie. Fast Pass @ Disney where wait times are minimized by
providing patrons with time frames to return to attractions
2 Describe the use of technology in the selling function
 Computers for online sales
 Notification of promotions and sales on line
 Credit cards, chip and debit cards for purchases
 Computers as cash registers; controls inventory and creates sales history and stores info
 Track customer information, correlate sales to customer profiles and track sales figures
 Use past information to forecast potential new purchases for existing customers
Describe what motivates people to choose a destination
Design frequency/loyalty marketing program strategy
2 Determine customer/client needs
The participant should use the following strategies to indentify out what a customer/client
needs are:
 Questioning
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


Observing
Listening
After carefully doing all of the above, vendors should continue to observe and listen
carefully while making suggestions of merchandise to the client
 They should listen for verbal and non-verbal clues and respond / alter their responses
appropriately
3 Determine factors affecting business risk
 Business risk is the potential for business loss or failure
 3 kinds of business risk: economic, natural and human
 Economic- occur from changes in overall business conditions (competition,
changing consumer lifestyles, population changes, limited usefulness or
stylishness of some products, product obsolescence, government regulation,
inflation or recession)
 Natural- result from natural causes (weather conditions-floods, fires, hurricanes, etc.)
 Human-caused by human mistakes and the unpredictability of employees or
customers (dishonesty, carelessness, incompetence, accidents, illness, non-payment
of accounts)
o In this case, the business risk would be economic as a result of the
declining sales
 There are many types of risks businesses face—political, financial, social, economic,
legal, theft, safety, etc
 There are many types of risks faced in the restaurant industry—alcohol, underage
drinking, fire, burns, food poisoning, spills, broken glass, etc
 It is important that businesses anticipate possible risks and create plans to deal with
these risks
If possible, businesses should find ways to make certain that the risks are prevented before
they occur
4 Determine services to provide customers
In order to meet the needs of the customer in todays Hospitality industry there are many
facets to be considered.
 Create a “healthy value menu”
 To attract customers to the newer products, we can offer a different healthy product at a
reduced price for each day of the week
 Always provide the best service for the customers. Create a pleasant atmosphere, and
treat the customer as king/queen
 Services include short and long term rental for individuals and/or groups
 Group services for companies require office equipment availability, Internet service and
perhaps event management assistance
 Information about and assistance with area amenities should be available (discounts)
 information about rental of equipment, walking trails, historic sites should be available
 long term rentals would require laundry facilities
 dining room needs to provide for a variety of dietary needs e.g. vegetarian
 community dining room provides a form of entertainment for guests and a unique dining
experience not found in other restaurants
Determine tours to offer.
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Determine ways of reinforcing the company’s image through employee performance
The participant should identify the need for positive employee performance and mention
some of the ideas listed below:
 Employee performance can reinforce a company’s image through suggestion selling,
order processing and fulfillment, and effective selling skills
 Suggestion selling is useful for making the customer happier with his/her original
purchases
 Sales employees can improve customer satisfaction by the speed and care in which they
handle orders, returns and refunds
 Selling skills, such as an appropriate, pleasant greeting and a reassuring departure are
useful tools in maintaining a good image
 Offer helpful comments during and after a sale and always thank the customer in order to
build a good relationship
 Follow up on all promises made to a customer, and check on their level of satisfaction
after a purchase
 Positive customer-client relations require compassionate and immediate action when
dealing with complaints and inquiries
Participants should mention that particular attention should be made to the needs of male
customers and they should focus on responding to their needs to ensure that they have a
positive shopping experience. They should also mention that an effective sales presentation,
to either male or female customer, will have a positive effective on the buying experience,
the overall image of the store and will likely lead to repeat business from the satisfied
customer and an increase in future customer sales.
Develop promotional plan for a business.
Develop a marketing plan.
Develop a public relations plan
Develop an advertising campaign
Develop cultural sensitivity
Improving the cultural sensitivity of your workforce is crucial in today's multicultural
environment. This will help prevent conflicts between your employees and make your
company better adapted to dealing with clients from different cultures. You can build
cultural awareness in your workforce through formal education classes and the informal
recognition of other cultures at your company. Building an environment that encourages
discussion and teamwork also. In view of massive outsourcing to other countries, especially
India, improving the cultural sensitivity of the workforce in both countries is essential.
Education - A key step to increasing cultural sensitivity at your company is building the
cultural knowledge of your workforce. You should lead by example and see what you can
learn online or through books. Encourage your employees to do the same. Consider holding
training classes to teach your employees about the practices of other cultures. Frame these
classes as a way for your staff to better understand how to deal with working in a
multinational world and don't just focus on the cultures of your employees.
Encourage Discussion - The earlier you address any cultural conflicts among your staff, the
less damage that will be done to your productivity. Encourage your employees to come to
you if they are having any problems. If conflicts arise, make sure to be nonjudgmental and
allow all employees to voice their concerns equally. If your employees know they can come
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to you with a problem, cultural issues will be addressed sooner. This will prevent employees
from hiding conflicts that can grow into bigger problems.
Celebrate Diversity - Anything you can do to celebrate the diversity of your workforce will
help increase cultural acceptance. Make an effort to recognize the holidays of other cultures
to show your workers their cultures are being recognized. This can be as simple as a
company wide email or a notice in your company's news bulletin. Consider hosting a staff
dinner with the theme of cultural awareness. Encourage your employees to bring a dish that
represents their culture. Introducing your staff to the traditions of others will make them
more sensitive to cultural differences.
Strengthen Company's Teamwork - Cultural conflicts between your employees may be a
manifestation of other problems. If your workers have a strong sense of teamwork and are
driven to meet your company's goals, cultural conflicts should be minimized. Your
employees will be too focused on getting their work done to dwell on cultural differences
between each other. Building teamwork and a sense of company pride in your employees
indirectly will reduce any cultural conflict.
Develop marketing plan
Develop strategies to achieve company goals/objectives
3 Develop strategies to position a product/business
Positioning refers to the process by which marketers try to create an image for their product
in the minds of their target audience. The participant should develop a creative, businessrelated solution on how to make Old Towne Frozen Pizza stick in the minds of their target
market. Some ideas include (but are not limited to):
 how the product can enhance family life by bringing the family together to dinner table
 how the product can benefit the customer by allowing them to spend more time with
their family/friends with the same food instead of waiting at the restaurant
 the product brings “gourmet food” into the home (“Straight from our oven to yours.”)
 Target market – position product to attract consumers who are environmentally
conscious and concerned about nutrition and animal welfare
 Consumers want to choose products which suit their “ethical” view of life – disposable
income at level to be able to choose more expensive alternatives in food products
 Niche market – green marketing
 High quality – higher price
 Convenience food – portable
 Explain how the customer will be attracted to purchase the products/patron our
restaurant
 Take advantage of the history of our business (20 years), and that we are local and
popular
 Promote the popular products that have lasted and the new ones being introduced
 A product's position is how potential buyers view the product and is expressed relative
to the position of competitors
 How did the participant position the product? Was it through product attribute, price or
quality, product user, respect to competitors, etc?
 Did the Participant list significant competitors and describe their position in the market
 Did they describe current product/service position in the minds of customers?
 Did the participant identify an attribute that differentiates the business from its
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competitors?
 Was target market considered?
Differentiate between service marketing and product marketing
In this example the participant should describe the differences between products or services
in order to demonstrate the unique aspects of the Inn’s product and create a sense of value.
Participant should have a good understanding of the 7 p’s of service marketing: product,
price, place and promotion, people, processes and physical evidence
In describing product marketing the participant should discuss:
 What products will be offered?
 Who will be the target customers?
 How will the products reach those?
 At What price should the products be offered?
Examples of the marketable service involved with the Inn’s airport shuttle/ parking would be
as follows:
 Ease of booking
 Location of shuttle drop off/ pick up,
 Training, efficiency and friendliness of the staff
 Driver knowledge of local area
Examples of the product marketing involved with the Inn’s airport shuttle/ parking would be
as follows:
 Target Market- Business Traveler
 Quality of the Shuttle Bus
 Availability of parking spots
 Distribution channels: company website, airport sites, social media sites local travel
guides
 Complimentary Shuttle Service- as an amenity cost of parking at the Inn to be priced
mid-range between the two main competitive prices offered at the airport.
4 Discuss motivational theories that impact buying behavior
Consumer motivation is linked to Maslow's "hierarchy of needs." According to this model,
motivational drivers have different levels of importance. The most common needs are
physiological and concern basic survival--the need for food, shelter and safety. Higher-level
needs include social ones (for relationships and love), esteem needs (recognition and status)
and self-actualization needs (fulfillment of self). According to Maslow, an individual must
meet lower-level needs before being motivated to fulfill higher-level needs
Motivational Levels
 Depending on how important a purchase is to an individual, his motivational levels may
vary from low to high. Influences include familiarity with the purchase, status factors and
overall expense and value. Where fulfillment rewards are low, as with groceries,
motivation levels are also relatively low and involve little decision-making behavior
 The behavioral aspect of consumer motivation concerns the actions someone takes before
purchasing and consuming goods or services. A person might do a lot of research-evaluating alternatives, testing and sampling--before making a selection. She might
decide to buy something based on which goods or services most closely meet and satisfy
motivational wants and needs. Marketers aim to gain the most impact and eventual sales
by linking their products and services to clearly defined consumer needs and by
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understanding what motivates people to buy
 Motivational levels differ greatly between individuals and are influenced by many
external variables. These include the social value of making the "right" decision, beliefs
about brands and alignment of brand values and personal values. If other people are
involved in the decision, their motivation also affects the behavior of the primary
consumer
They may also identify categories of buying motives such as rational or emotional reasons
why people eat out and choose one restaurant over another. The key to any business is that
they must have a plan to try and understand what consumers are willing to pay for and to try
and satisfy their needs. It is not enough to simply open a restaurant and hope customers will
come. You have to give them a reason. Maslow is the obvious choice given its popularity
in business textbooks.
Participant could mention the factors that motivate consumers to purchase without actually
naming a theory or theorist. What needs are satisfied when consumers save money on
special deals – needs/benefits.
Discuss the impact of cultural and social environments on world trade
 Understanding different cultures and social norms – better understanding of customers –
better marketing efforts
 Understanding of different cultures and social norms helps to establish better
supplier/buyer relationships
3 Discuss the nature of customer relationship management
The key word in “customer relationship management” is management. If you want satisfied
customers, an effort must be made to find what they want. Initially, they are facing some
dissatisfaction at the implementation of their new marketing plan. Two things should have
happened or must still happen
 The new plan is causing some concern with both the new and old customers. It is time
to evaluate the plan to see what possible adjustments could be made (see question 3).
Unless these issues are solved, there will continue to be complaints from both
customers (and staff) and the situation will be expected to deteriorate. A plan must be
formulated
 Training sessions are necessary for the staff. Food preparers will have to find ways of
getting the food out faster. Wait staff should discuss the implications of dealing with
younger clients. Shift managers could be more aware of seating customers in certain
areas and possibly of adjusting work schedules to have certain staff on or off shift
during the promotion
The owners must truly want to improve relationships with their customers and must take the
lead and set the example
Discuss the nature of human resources management
Human resources management refers to the management of a business’s workforce. It
involves a variety of functions including recruiting, hiring, training, evaluation, performance
management, benefits, compensation, employee health and safety, ensuring adherence to
labour laws, etc. Effective human resources management processes and procedures are
critical to the efficient and successful operation of a business, and can have an impact on the
organization, its employees, and its customers
 Human Resources Management [HRM] is a set of organizational activities directed at
attracting, developing, and maintaining an effective workforce
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
It involves processes such as hiring, orientation, professional development, counselling,
and dismissals through which the department tries to motivate and retain qualified
personnel to operate the company effectively
Encourage team building
 Did the student explain the benefits (i.e. increased productivity, sales, # customers,
etc.) of team building?
 Did the student explain strategies for successful team building?
 Explain team building skills –
o Purpose – what are the shared goals?
o Empowerment – provide clarity and structure, establish roles, encourage
accountability
o Relationships and communication – hold meetings to keep team cohesive
o Optimal performance – shared accountability, performance depends on
clear goals and timely feedback
o Recognition and morale – recognize team’s efforts with compliments or
even weekly discussions on what they are proud of accomplishing
Establish relationship with client/customer
2 Explain company selling policies
 Layaway policy offered to customers
 Not common practice to extend layaway dates, policy is if date has passed, merchandise
is returned to the sales floor
 Store policy is if layaway merchandise is not picked up by the date, monies left on
deposit are put towards a store credit and not returned to the customer as cash.
2 Explain customer/client/business buying behavior
Buying behaviour deals with the reasons or motives customers have for their buying habits,
such as where to eat and what to eat when they go there. Eating out is a choice, not a
necessity and customers will have to prefer what one establishment is offering more than
another. This could include the prices being charged, the quality and type of food offered,
the atmosphere inside the restaurant, the locations, even the commitment of the restaurant to
issues like sponsoring local teams. Sometimes, customers may not even be able to explain
why they choose one place over another other than the fact that they simply feel more
comfortable there
Participants may ask a number of the following questions to determine the buying behaviour
of customers:
 Who are the customers for electric versus non-electric vehicles?
 Create a profile of the customer buying process?
 How do the customer groups differ from one another?
 What, when and where do customers buy?
 How do customers rate the NISSAN on quality, service, and value?
 How satisfied is each customer segment?
 What customer segments are not having their needs met?
 Is your customer base increasing or decreasing? Why?
The participant may discuss some/all of the following ideas:
 need of product/service
 availability of product/service
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 cost/affordability
 evaluation of alternatives
 internal conditions ie. demographics, psychographics, personality etc.
5 Explain factors affecting pricing decisions
Pricing depends on the objectives of price as it relates to the businesses profitability. The
image of the business, supply and demand, the stage of the product life cycle, and the
expense related to the product are all considerations.
Four factors: costs/expenses; supply and demand; consumer perception; competition
Pricing is a competitive tool – indicates quality to the consumer; is a function of supply and
demand; position of the company in the market place; laws in place, break even point;
economies of scale
Participant should mention some of the above and how they affect the ability of the
restaurant to offer specials on an on-going basis. They want to increase demand by
increasing the number of patrons ordering before 5:00 pm, but cannot exceed capacity
The participant should recognize some or all of the following factors:
 profit
 variable and fixed costs of the goods and/or services
 competition
 business law and ethics
Explain factors affecting the development and growth of the travel and tourism
industry
 Development and growth of travel and tourism is positively affected by the support of
government, and highly-rated facilities and attractions
 The city already has a large airport, an abundance of hotel rooms, a new ballpark, and a
completed major downtown renovation of businesses
 Couple this with the next phase of a new convention centre that includes effective
promotion, and interest should lead to further growth in travel and tourism for the city
 An extreme national economic downturn or tragic travel situation would however
temporarily set-back any desired growth
Explain factors that influence customer/client/business buying behavior
Buying behaviour deals with the reasons or motives customers have for their buying habits,
such as where to eat and what to eat when they go there. Eating out is a choice, not a
necessity and customers will have to prefer what one establishment is offering more than
another. This could include the prices being charged, the quality and type of food offered,
the atmosphere inside the restaurant, the locations, even the commitment of the restaurant to
issues like sponsoring local teams. Sometimes, customers may not even be able to explain
why they choose one place over another other than the fact that they simply feel more
comfortable there
Participants may ask a number of the following questions to determine the buying behaviour
of customers:
 Who are the customers for electric versus non-electric vehicles?
 Create a profile of the customer buying process?
 How do the customer groups differ from one another?
 What, when and where do customers buy?
 How do customers rate the NISSAN on quality, service, and value?
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 How satisfied is each customer segment?
 What customer segments are not having their needs met?
 Is your customer base increasing or decreasing? Why?
The participant may discuss some/all of the following ideas:
 need of product/service
 availability of product/service
 cost/affordability
 evaluation of alternatives
 internal conditions ie. demographics, psychographics, personality etc.
2 Explain key factors in building a clientele
People eating in a restaurant are making a choice. This is normally not a matter of necessity.
Therefore, they will choose to eat at this restaurant if their needs are being met. Some of the
more obvious reasons they would have are:
 The food is good
 The prices are right
 They enjoy the ambiance and feel welcome
 They know the owners
 They respect and support the restaurant as a member of the community
 They want their children to be exposed to different dining situations
 They don’t feel like cooking themselves
If the restaurant owners and management want to rebuild their clientele, they must address
these (and perhaps other) issues
Students need to demonstrate an understanding of why customers will patronize a business;
ie, what can the business do to continue attracting and keeping customers. It will not be
enough to advertise to attract new customers, it is also necessary to satisfy them in order to
keep them coming back frequently. Eating out is not a necessity. Consumers have a choice
as to where to spend their money and they will generally do so in a place they enjoy.
 The market (consumer attitudes) could be changing, and what has worked in the past
is no longer popular.
 The demographics (types of customers in the area) may be changing (aging?)
 There will likely be new competitors that may be trying to copy your success Ensure
every customer has a pleasant experience at the restaurant
 Relate to creating brand loyalty by providing an excellent product with supreme service
in an amazing atmosphere
Students could also be more specific and include examples of different types of events or
promotions the restaurant could use. Just like retail stores change their window and interior
displays, even a restaurant has different things they can do to give the customers a new look
or feel
This case tries to deal more specifically with having the proper menu items.
 Did the student explain and develop a defined plan for building and keeping
customers?
 Did the student address issues related to competition and competitive advantage?
Explain management’s role in customer relations
Explain marketing and its importance in a global economy
 Participants should describe marketing as the function of business used to communicate
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messages from a company to existing and potential customers around the world
Well thought-out marketing strategies are needed to effectively reach a company’s full
market potential
 In a global economy, a business’s marketing must reach beyond national borders and
messages need to take into consideration additional factors such as: socio-cultural
environments of different nations, language and contextual differences, acceptable
marketing strategies and content, etc
 Without global marketing strategies, potential customers in other countries will not be
aware of your company, brand, or product/service offering
 Need to take socio-cultural environment into consideration
 Importance of language use and context – useful for advertisements
 What are acceptable marketing norms in certain countries – do’s and don’ts
 Understanding other cultures so marketing tactics can be strategically applied
 Acceptable marketing tactics
Explain promotional methods used by the travel and tourism industry
 Does the student explain types of promotion often used by restaurants? (For example:
TV, radio, flyers etc.)
 An “exceeds expectations” answer should give an example of a hotel / spa / resort’s
promotional method
3 Explain the concept of economic resources
 Also known as the factors of production, economic resources are inputs to produce
finished goods. These include human resources, natural resources, and capital resources
 Human resources include the effort and technical knowledge used in production. Human
resources are the people who work to produce the goods and services; also known as the
workforce or labour, and includes both the physical and mental work performed
 Natural resources include naturally occurring goods such as water, soil, minerals, etc
Natural resources are those raw materials we get from the earth, water, and air
 Capital resources are man-made resources such as buildings, equipment and money that
is used to produce goods and services
 Entrepreneurship is sometimes considered another economic resource in that they
innovate new ways to produce new products
 Economic resources are defined as the means through which goods and services are
made available to consumers. Another term for economic resources are factors of
production
 The proposed new convention centre will utilize both the city’s human and capital
resources in a productive manner
 To not utilize these available economic resources would stifle continued economic
development, a commitment and vision the city has already embarked upon
Explain the concept of gratuities
10 Explain the concept of Market and Market Identification
 Market is the term which makes reference to your actual and potential customer base
 Market identification is the process of identifying existing or potential customers
 Market segmentation – target a specific group of potential customers – divide the total
market into smaller groups of people who share specific needs and characteristics

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

Geographics – segmenting a market based on where people live – locally, regional
Demographics- characteristics of a population – age, gender, income, ethnicity,
education and occupation
 Psychographics- study of consumer’s lifestyles and the attitudes / values that shape
it
 Product benefits- features built into products to suit the needs/wants of consumers
 Niche Market (very high end users) and Micromarket (local and individual) are two
additional means of segmenting the market
6 Explain the concept of marketing strategies
An organization's strategy that combines all of its marketing goals into one
comprehensive plan. A good marketing strategy should be drawn from market research
and focus on the right product mix in order to achieve
the maximum profit potential and sustain the
business. The marketing strategy is the foundation of
a marketing plan
Your marketing strategy is an explanation of the
goals you need to achieve with your marketing
efforts. Your marketing strategy is shaped by your
business goals. Your business goals and your
marketing strategy should go hand-in-hand
A marketing strategy is a process that can allow an organization to concentrate its
limited resources on the greatest opportunities to increase sales and achieve a sustainable
competitive advantage. A marketing strategy should be centered on the key concept that
customer satisfaction is the main goal
A marketing strategy is most effective when it is an integral component of firm strategy,
defining how the organization will successfully engage customers, prospects, and
competitors in the market arena, corporate strategies, corporate missions, and corporate
goals. As the customer constitutes the source of a company's revenue, marketing strategy
is closely linked with sales. A key component of marketing strategy is often to keep
marketing in line with a company's overarching mission statement
Bottom line: think of the definition of marketing strategy as the high-level rules that
direct your marketing activities. For example, if there’s a single influencer who touches
all your customers and has a significant impact on the way those customers try to solve
their problem... one of your strategies may be to focus on building a strong relationship
with that influential individual or company
Marketing strategies are the chosen mix of short-term and long-term marketing activities
coordinated to achieve the goals of the business. The strategies used vary depending on
the stage of the product life cycle, nature of competition, and availability of resources to
commit to marketing efforts. Examples of strategies include but are not limited to:
- Market Introduction Strategies – the primary goal of these strategies is to
increase awareness of the product and entice potential customers to try it
- Market Growth Strategies – the primary goal of these strategies is to encourage
continued use of the product and increase new sales
- Differentiation Strategies – the primary goal of these strategies is to emphasize
competitive advantages over competitors to sway the potential customer in the
company’s favour
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Market Dominance Strategies – the primary goal of these strategies is to emphasize the
organization’s leadership in the market and aggressively maintain that position
Explain the concept of product in the travel and tourism industry
 Students should mention that the concept of product in the hospitality industry includes
all things a business offers to its customers and all the services it provides
 Delivery of the product begins before or at the time the customer begins his stay and
ends after the customer has checked out with follow up
2 Explain the concept of product mix
A product mix is a range of related products that when sold together yields larger sales. For
example, selling a chicken burger in a combo as opposed to individually
A product mix is the full list of all products offered for sale by a company. In this case, the
product mix will also include the service of catering. A product line is a group of
goods/services in the product mix that have some kind of similarity. A product is the
individual unit. The product mix can have both width (variety of products or product lines)
and depth (the assortment of items offered within the product mix).
Width – what are we offering? Do customers pick up the food or do we deliver? Will
serving the food be done by the customers or do we provide staff?
Depth – what food will be offered: current menu, additional items (party favours, napkins,
cutlery). These decisions will also include the types of functions (dinners, parties, company
meetings or picnics)
All the different products a company sells
Product line – group of related products – in this fast food restaurant – the burger line
Depth – adding Tasty Pork is an example of product depth
Participant should identify Pork Tastyas product depth – and indicate whether or not it is
consistent with the company image and other products in the line
Likely, participant will mention R&D requirements, surveys, branding, etc. – all factors to
be considered when adding to product offerings
Students would be expected to give a definition of product mix, and perhaps some related
terms such as product line. A product mix is the full list of products offered or sale by a
company while a product line is a group of similar products. There are certain economies of
scale in keeping the number of items offered for sale to a minimum (McDonalds originally
only sold 9 separate items), but today’s customers are more sophisticated and demanding.
The addition of other product lines (healthier foods) would attract more customers
(especially from their competitors)
Product mix is a specific marketing term that is defined as all of the different products that a
company makes or sells. This will include not only our food, but other items that will
reflect on our image; for instance, customers that would be interested in low-fat foods might
also be interested in using containers that didn’t harm the environment. This would include
washable cups, plates and silverware along with recyclable products for take-out items. It
would also be important to provide a mix of goods that reflects the preferences of
consumerse
Explain the concept of production
 The fabrication of products in a manner which is both cost effective for the producer
and still satisfies the desires of the consumer
 Includes converting raw materials (inputs) into products (outputs) and the steps in
between, e.g. packaging
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
Production often limited by laws (safety regulations, restrictions on % of certain
materials, etc.)
Explain the economic impact of travel and tourism on a community or an area
 The impact from travel and tourism on a community and its economy is significant
 Hotels are booked, restaurants are busy, sports and entertainment venues are filled, and
retail sales will increase, if people are visiting with major conventions and conferences
being held in the city
 This, in turn, keeps citizens working and creates civic pride
 Such an economic impact will continue with the attraction of new businesses and more
industries desiring to locate in a booming city
2 Explain the nature and scope of the financial-information management function
Financial Management means planning, organizing, directing and controlling the financial
activities such as procurement and utilization of funds of the enterprise. It means applying
general management principles to financial resources of the enterprise. This will generally
include:
 Estimation of capital requirements: depends upon expected costs and profits and
future programmes and policies of a concern
 Determination of capital composition: depends upon the proportion of equity capital a
company has and the additional funds which have to be raised from outside parties
 Choice of sources of funds: For additional funds to be procured, a company has many
choices like Issue of shares and debentures
 Loans to be taken from banks and financial institutions
 Public deposits to be drawn like in form of bonds
 Investment of funds: The finance manager has to decide to allocate funds into
profitable ventures so that there is safety on investment and regular returns is possible

Disposal of surplus: The net profits decisions have to be made by the finance manager.
This can be by:
 Dividend declaration - includes identifying the rate of dividends
 Retained profits - will depend on future plans of the company
 Management of cash: Cash is required for many purposes like payment of wages and
salaries, payment of electricity and water bills, payment to creditors, meeting current
liabilities, purchase of raw materials, etc
 Financial controls: This can be done through many techniques like ratio analysis,
financial forecasting, etc
Explain the nature and scope of the pricing function
Pricing involves the value of money placed on a product or service. The function of pricing
involves the strategies used to set prices of products, pricing computations such as discount
and markups, and the overall relationship between pricing and the company’s profitability
Participants should be able to identify and explain factors affecting pricing in this
situation. The participant’s answer may include (but is not limited to):
 overhead costs
 market value of goods (meats, vegetables, seasonal items, etc.)
Integral part of the 4 p’s
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Determines ultimate success of restaurant and customer loyalty
Must cover costs, be competitive and offer a profit
Participant should some mention of the above information and how it relates to pricing of
specials in this case. The discount price is likely a loss leader and must be managed if the
restaurant is to be viable in the long run.
2 Explain the nature and scope of the selling function
Participants should identify that the selling function provides consumers with the
products or services that they want or need. They should also mention that this includes
all members of the distribution channel. Participants should explain that the selling
process is a personalized communication and influences the purchase of a product or
service and future sales
Participants should identify the various levels of personal selling in the apparel industry
as it relates to the level of interaction with customers:
 Stores that promote a discount image – may have limited sales staff who offer little
service beyond checking out at the cash register
 Stores that attract customers interested in exclusive, ‘pricey’ items have sales
personnel to not only help customers make buying decisions, but also make
customers feel important
Participants should identify that the selling function is not necessarily the same for male
and female customers in a female clothing store and that differences should be present to
ensure that all clients are being served and all receive the same level of quality from the
sales experience
5 Explain the nature of a promotional plan
 Detailed plan for delivering your promotional mix
 identifies all the potential promotional activities in promotional mix, who will carry
them out, the costs, etc
 Calendar based, and is tied in to the buying plan (media, products, etc)
 It is coordinated with all the different aspects of promotion, with distribution and
inventory, staff being ready, store being set up properly
The participant should recognize most or all of the following components of a promotional
plan:
 description of promotional methods
 associated costs and budget
 explanation of how promotions relate to objective
 measure of success; maximizing return on promotional efforts
An outline of the marketing tools, strategies and resources that a company intends to use to
promote a product or service. A promotional plan is usually considered a vital planning tool
by most business managers that helps contribute toward the successful launch of a new
product or service or its expansion into a new market
Promotion is one of the market mix elements or features, and a term used frequently in
marketing. The marketing mix includes the four P's: price, product, promotion, and
place.[1] Promotion refers to raising customer awareness of a product or brand,
generating sales, and creating brand loyalty. Promotion is also found in the specification
of five promotional mix or promotional plan. These elements are personal selling,
advertising, sales promotion, direct marketing, and publicity.[2] A promotional mix
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specifies how much attention to pay to each of the five subcategories, and how much
money to budget for each. A promotional plan can have a wide range of objectives,
including: sales increases, new product acceptance, creation of brand equity, positioning,
competitive retaliations, or creation of a corporate image. Fundamentally, there are three
basic objectives of promotion. These are:[3]
To present information to consumers as well as others
To increase demand
To differentiate a product
There are different ways to promote a product in different areas of media. Promoters use
internet advertisements, special events, endorsements, and newspapers to advertise their
product. Many times with the purchase of a product there is an incentive like discounts (i.e.,
coupons), free items, or a contest. This method is used to increase the sales of a given
product
Explain the nature of branding
2 Explain the nature of channels of distribution
A channel of distribution comprises a set of institutions which perform all of the activities
utilised to move a product and its title from production to consumption
 Channel 1 contains two stages between producer and consumer AAA has a large set of
client companies which provide roadside assistance to the client members of the club
 Channel 2 contains one intermediary. In consumer markets, this is the retailer towing
company, and service business They sell their services and expertise to the AAA
clients
 Channel 3 is called a "direct-marketing" channel, since it has no intermediary levels.
In this case the manufacturer sells directly to customers. An example of a direct
marketing channel would be a towing and auto service companies selling directly to the
customer
3 Explain the nature of direct advertising strategies
 Direct advertising sends messages directly to customers without the use of media;
examples include direct mail, email and telemarketing
 Direct advertising also emphasizes a measurable response from customers
Explain the nature of international trade
 to trade with communities, often in remote areas, who wouldn’t normally have the
opportunity to do business
3 Explain the nature of marketing planning
A marketing plan is a comprehensive blueprint which outlines an organization's overall
marketing efforts. A marketing process can be realized by the marketing mix. The last
step in the process is the marketing controlling
A marketing plan is the company’s strategy for positioning the product and encouraging
sales. It includes a determination of the product, price, place and promotion to be used. This
expectation is linked to the previous with the identification of the target market. The
marketing plan that is used should make sense given the target market that was previously
identified for each line. The product launch time should also be included in the marketing
plan
Some considerations for the marketing plan might include:
Product: May include identification of each product’s features and benefits: quality,
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fashion, trend-setting, etc
Price: The price range has been given in the case for each line. Students may link the price
range to the target market they have identified
Place: can involve the positioning of each line within the shoe department of the store.
Solutions should be logical for the image created for each brand and may
include merchandising methods used
Promotion: refers to the combination of all methods used to attract and create desire of the
customer. This includes advertising, sales promotions, personal selling, etc.
Solutions must be tied to target market and be reasonable for the targeted market and image
to be created
Explain the nature of marketing plans
A marketing plan is a comprehensive blueprint which outlines an organization's overall
marketing efforts. A marketing process can be realized by the marketing mix. The last
step in the process is the marketing controlling
A marketing plan is the company’s strategy for positioning the product and encouraging
sales. It includes a determination of the product, price, place and promotion to be used. This
expectation is linked to the previous with the identification of the target market. The
marketing plan that is used should make sense given the target market that was previously
identified for each line. The product launch time should also be included in the marketing
plan
Some considerations for the marketing plan might include:
Product: May include identification of each product’s features and benefits: quality,
fashion, trend-setting, etc
Price: The price range has been given in the case for each line. Students may link the price
range to the target market they have identified
Place: can involve the positioning of each line within the shoe department of the store.
Solutions should be logical for the image created for each brand and may
include merchandising methods used
Promotion: refers to the combination of all methods used to attract and create desire of the
customer. This includes advertising, sales promotions, personal selling, etc.
Solutions must be tied to target market and be reasonable for the targeted market and image
to be created
Explain the nature of marketing research in a marketing information system.
Explain the nature of positive customer relations
The participant should demonstrate an understanding of this concept through examples
A positive customer relations mindset means believing that your customers:
 Deserve the very best
 Are your employers
 Deserve your focused attention
 Have the right to expect things of you
 Have important problems and complaints
Positive customer relations yield benefits to the:
 Business
 Employees
 Customer
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Businesses benefit by being:
 Employees may receive:
 customer compliments
 perhaps a raise or promotion for good customer service skills
Customers may benefit from:
 a more pleasant, satisfactory buying experience
Positive customer relations need to be demonstrated when speaking to customers in
person, over the phone, or online. It should also be evident while handling customer
complaints, inquiries and requests. Demonstrate good customer relations by doing the
following:
 considering and attempting to meet their needs
 concentrating on the without distractions
 follow up with them
 following through on what you say you are going to do
 being efficient in handling issues
7 Explain the nature of positive customer/client relations
The participant should demonstrate an understanding of this concept through examples
A positive customer relations mindset means believing that your customers:
 Deserve the very best
 Are your employers
 Deserve your focused attention
 Have the right to expect things of you
 Have important problems and complaints
Positive customer relations yield benefits to the:
 Business
 Employees
 Customer
Businesses benefit by being:
 Employees may receive:
 customer compliments
 perhaps a raise or promotion for good customer service skills
Customers may benefit from:
 a more pleasant, satisfactory buying experience
Positive customer relations need to be demonstrated when speaking to customers in
person, over the phone, or online. It should also be evident while handling customer
complaints, inquiries and requests. Demonstrate good customer relations by doing the
following:
 considering and attempting to meet their needs
 concentrating on the without distractions
 follow up with them
 following through on what you say you are going to do
being efficient in handling issues
Explain the promotional methods used by the travel and tourism industry
 Consumer promotions—contests, discounts, displays at travel agencies,
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catalogues
Trade promotions—trade shows, taking travel agents on sample tours, sales
incentives for selling trips
Explain the relationship between customer service and distribution
The better a company is at distribution, usually the better the customer service and
satisfaction becomes. When distribution works well, consumers are not really aware of
its importance, but it is the opposite when distribution doesn't work well. Dissatisfied
customers results from poor distribution. Supply and demand and economic utility are
big elements of distribution. The most important parts of economic utility to satisfy
customers are time and place utility. Distribution has a good relationship with the
consumer when the consumer can locate and purchase the products and services easily.
2 Explain the role of business in society
 Businesses provide employment opportunities for people in society. These people
become trained, skilled workers through their work experience thereby increasing their
work capacity and potential to contribute to the business and the economy. As workers
develop, they are paid reflective of their skills, experience, and contributions
 Some of the compensation earned by working is spent on consumables purchased from
other businesses. This revenue generation allows the businesses to continue to afford to
employ more people
 The government taxes business income, personal income, and purchases. This money is
then reinvested into programs such as health care, education, and infrastructure for the
maintenance and betterment of our standard of living
 Businesses also have a responsibility to the environment and sustainable practices such
that future generations’ quality of life and standard of living aren’t compromised for
today’s society
 Provide employment to people and therefore compensation and a means of achieving a
standard of living
 Contribute to the improvement of society through the development of inventions and
innovations
 Offer essential services to people via public sector businesses
 Offer luxury services and allow for the consumption of entertainment, the arts, sports,
etc
2 Explain the role of customer service as a component of selling relationships
Selling relies on repeat business – customer service drives repeat business
Integral to successful selling is good customer contact. Service extras are what the
customer will remember and cause him/her to return
Product knowledge is part of customer service

Participant should mention specifics of customer service as it applies to The Shed –
product knowledge, speed of service, acknowledging customer concerns. In this
case, acknowledge should be made of the fact that the server was likely at fault and
that the table in question could have been offered the discount, or some other
incentive to return to the restaurant. Ensuring customer satisfaction must be the goal.
Explain the role of customer service in position/image
Students should comment that the actions of every employee should reflect the position or
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image that the business wants to occupy in the mind of the consumer
 Employees need to be made aware of the businesses position so that they can carry it
out in every act of customer service. Effective customer service should reinforce the
product image
 Hospitality industry sales are based on corporate image and reputation
 Newly established small hotels need to establish their image and reputation by
providing additional services and amenities not possible in larger establishments
 Excellent customer service and the accommodation of customer needs will increase the
positive image of the hotel
8 Explain the role of promotion as a marketing function
 Promotion is part of the marketing mix
 Promotional mix includes personal selling, advertising, sales promotions and public
relations/publicity
 Talk about promoting brand image and creating brand identity and loyalty
 Increase awareness
 Increase sales
 Persuasive communication
 Informs people about products and services
 Used to enhance public image, reputation and to persuade people that the company’s
products are valuable
 Goals of promotion = AIDA – first attract Attention, then build Interest and Desire
and finally ask for Action
 Promotion used to convince prospects to select ABC services instead of the
competition
 Promotional activities explain the major features and benefits of the product/service,
identify where it is sold, advertise sales, answer customer questions and introduce new
offerings
 Product promotion helps companies to foster good relations with existing customers
and creates loyalty
Explain the role of situation analysis in the marketing planning process
 SWOT analysis: measure of Strengths, weaknesses, opportunities and threats
 SWOT analysis should distinguish between where your organization is today, and
where it could be in the future
 Once key issues have been identified with your SWOT analysis, they feed into
marketing objectives
 Study of the internal and external factors that affect marketing strategy
 SWOT
 Examination of the overall market – opportunities and threats, competition
Participant could perform SWOT analysis and determine that the opportunity is ripe for a
new product launch – this is the expectation of the owner
Explain the selling process
 Basic selling process: identify need/want, find information on alternatives, evaluate
alternatives, purchase, evaluate post-purchase satisfaction
 Many customers need help in determining the correct products to solve their problems
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Store personnel have the opportunity to up-sell and cross-sell other products while the
customer is there
Explain the types of advertising media
 Mail
 Print Advertising – Newspapers, Magazines, Brochures, Fliers
 Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events
 Broadcast advertising – Television, Radio and the Internet
 Covert Advertising – Advertising in Movies
 Celebrity Advertising
3 Explain the use of descriptive statistics in marketing decision making
Descriptive statistics are quantities such as mean, median and mode that summarize
important aspects of a set of data (in this case, the mean satisfaction of men/women for each
question). Participants should describe the benefits/disadvantages of these numbers and how
they can contribute to changes to be made on the cruise ship
 Stats can be used to set goals and measure performance in achieving those goals
 Stats used to know where to focus marketing efforts, e.g., if large proportion of
population doesn’t recognize our brand/logo, we might want to focus efforts on
increasing awareness
 If stats show customers are not thanked to conclude a transaction or are left with an
ambivalent feeling, we can focus our efforts on improving our relations with
customers
3 Explain types of advertising media
Direct mail advertising is advertising sent to prospective buyers through the mail
Outdoor advertising includes signs and posters, painted bulletins, billboards, and other rented
spaces along city streets, highways, etc
Transit advertising is advertising used in buses, cabs, and subways; and in airline, bus and
railroad terminals
Specialty advertising is advertising which provides a useful product with an advertising
message on it. Pens and pencils, calendars, balloons, key rings, and chains with companies'
names on them are examples of specialty advertising
Television advertising is advertising broadcast on TV. Spots are usually 15, 30, or 60 seconds
in length
Radio advertising is advertising broadcast on the radio. Spots are usually 15, 30, or 60
seconds in length
Magazine advertising is advertising printed in magazines. Magazine ads can be printed either
in black and white or in color
Newspaper advertising is advertising printed in the newspaper. Newspaper ads are printed
most frequently in black and white but may be printed in color. They are sold by the line
Online advertising is advertising appearing on specific websites on the Internet. Examples
include: banners around a webpage, a precursor to videos, pop-up ads, and, embedded ads in
social media. The websites the advertisement is to be displayed should have some connection
to the target market in order to reach the most applicable viewers
Participants should identify an appropriate combination of the above media to be used in the
hospitality industry. For example, advertising online on travel sites such as Expedia.com and
Hotels.com to attract tourists, in addition to specialty advertising on pens, notepads, and
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other common takeaways in the guest and conference rooms to remind the guests to come
again
2 Explain types of promotions
Promotions include contests, giveaways, coupons, sales, samples, etc. Participants should discuss
promotions and specifically the promotion they will use. Multiple answers are possible but must
make sense for the product and target market identified
2 Explain what motivates people to select an agency
 People are motivated to use agents because they are informed and experienced
 Agents also save time and make the traveling experience easier and more organized
Facilitate customer-buying decisions
Foster Positive Relationships
Answers will vary and should include methods of creating good working relationships
among all employees of an organization
 Answers may also include benefits to the organization of positive working
relationships.
 Ensure that employees keep personal problems with other co-workers out of work
time so that job performance and customer service is the main focus
 Ensure that employees are happy and courteous to fellow employees even if they
did not have a good day. A negative attitude sets everyone off in a bad way
 Make work fun – arrange social events for employees to establish a more personal
relationship, not just working relationship (i.e. team sports, get togethers, drinks
after work, etc.)- create a bond between workers
o Establish team member roles and responsibilities
o Determine a common goal and strategies to achieve it
o Lay out employee expectations
o Weekly meetings
o Strategically match workers by skill, experience, education, interests, etc
o Open communication – allow employees to approach leader about any issues
they are experiencing
o Have fun – plan a social so members can bond on a more personal level and
not just business (i.e. drinks after work, lunch with the team, etc)
 The company needs to celebrate the success of the new schedule
 Organize a company picnic or other social event for all of the families that recognizes
that the entire family, not just the employees, has had to make adjustments because of
the changes
 Perhaps 5% of the 23% cost savings could be passed on to the employees
There are several characteristics that make up good, healthy working relationships:
 Trust – This is the foundation of every good relationship. When you trust your team
and colleagues, you form a powerful bond that helps you work and communicate
more effectively. If you trust the people you work with, you can be open and honest
in your thoughts and actions, and you don't have to waste time and energy "watching
your back."
 Mutual Respect – When you respect the people that you work with, you value their
input and ideas, and they value yours. Working together, you can develop solutions
based on your collective insight, wisdom and creativity
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Mindfulness – This means taking responsibility for your words and actions. Those
who are mindful are careful and attend to what they say, and they don't let their own
negative emotions impact the people around them
 Welcoming Diversity – People with good relationships not only accept diverse
people and opinions, but they welcome them. For instance, when your friends and
colleagues offer different opinions from yours, you take the time to consider what
they have to say, and factor their insights into your decision-making
Open Communication – We communicate all day, whether we're sending emails and
IMs, or meeting face-to-face. The better and more effectively you communicate with
those around you, the richer your relationships will be. All good relationships depend
on open, honest communication
3 Handle customer/client complaints
Similar to handling difficult customers – remain calm
 Follow a step by step process
 Listen to the complaint
 Apologize for customer feeling this way
 Try to explain why this situation may have occurred, If possible rectify it, or call
someone more superior (manager) who can
 Acknowledge the frustration and disappointment that the customer must be
experiencing
 Admit that this was a human error on behalf of the staff and that errors do happen and
you will do everything you can to locate another watch for the customer
3 Identify communication channels used in sales promotion
Marketing communications are the means by which firms attempt to inform, persuade, and
remind consumers - directly or indirectly - about the products and brands that they sell
Traditional methods can be covered (print, television, radio) as the target market is an older
audience who may/may not use social media (the target are those who are purchasing the
gift cards, not the graduates themselves)
Communication channels used in promotion may include:
 Print media – newspapers, magazines, direct mail
 Broadcast media – radio, television
 Display media – billboards, signs, posters
 Electronic media – internet, mobile web
 Social media – Facebook, Twitter, Instagram, etc.
The participant should demonstrate an understanding of the target market and select the
appropriate promotional medium (i.e. print, broadcast, etc.)
4 Identify company’s unique selling proposition
The key to effective selling in this situation is what advertising and marketing professionals
call a "unique selling proposition" (USP). Unless you can pinpoint what makes your
business unique in a world of homogeneous competitors, you cannot target your sales efforts
successfully. Pinpointing your USP requires some hard soul-searching and creativity. One
way to start is to analyze how other companies use their USPs to their advantage. This
requires careful analysis of other companies' ads and marketing messages. If you analyze
what they say they sell, not just their product or service characteristics, you can learn a great
deal about how companies distinguish themselves from competitors

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Uncover the real reasons customers buy your product instead of a competitor's As your
business grows, you'll be able to ask your best source of information: your customers. For
example, the pizza entrepreneur could ask them why they like his pizza over others, plus ask
them to rate the importance of the features he offers, such as taste, size, ingredients,
atmosphere and service. You will be surprised how honest people are when you ask how you
can improve your service
Identify desirable personality traits important to business
Students may cite the “7 habits of highly effective people” (Independence – proactive,
begin with end in mind, putting first things first, Interdependence – think win-win, seek
first to understand then to be understood, synergize, continuous improvement – Sharpen
the saw) or they may simply discuss desirable traits such as: confidence, flexibility,
motivation, enthusiasm, creativity, intelligence, emotional intelligence, etc
4 Identify factors affecting a business’s profit
Profit is the monetary return a business` owner receives for taking the risk of investing in
the business. Profit equals income less expenses. There are two types of profit: gross –
the money left over after the cost of goods is subtracted from sales, and net – the money
left over after the operating expenses are subtracted from the gross profit
Factors that affect profit include: the demand for the good/service, expenses, prices, the
economy, and chance. To increase profit, a business can increase worker efficiency,
increase sales or decrease expenses
 Revenues: number sold * sales price per ruler
 Expenses: Fixed costs + (variable costs * number produced)
 4 P’s of marketing – Product; Price; Place; Promotion
 4 C’s of marketing – Consumer wants/needs; Cost to satisfy; convenience to buy;
Communication
 The amount of sales
 The cost of the merchandise
 Price merchandise is being sold for
 Amount of overhead
 Cost of sales
 Competition
 Success of an advertising campaign
 Merchandise that is being sold
 Ability of the sales staff
 Ability of staff to close sales and to add on sales once an initial sale has been closed
 Revenues: rentals
 Expenses: advertising, salary, rent, utilities expenses
3 Identify information monitored for marketing decision-making
Target and segment markets for a new endeavor need to be explored thoroughly. It is
possible to identify the type of customer that would be more likely to eat in each of the two
styles of restaurant. The majority of the information required would involve determining the
demographics and psychographics of the potential customers in each city.
Demographics are the finite or definitive characteristics of a group of people in an area and
would include a combination of age groups, incomes, education, occupation, type of
dwelling, living downtown or in suburban areas, size of the family, etc.
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Psychographics deals with is their attitudes and interests
The company would also have to determine the competition already in each market to
determine if there are enough customers to support an additional restaurant
 how often customer frequents establishment
 revenue per customer
 area that customers come from
 demographic characteristics
 revenue per customer
Identify market segments
Market segmentation is a marketing strategy which involves dividing a broad target
market into subsets of consumers, businesses, or countries that have, or are perceived to
have, common needs, interests, and priorities, and then designing and implementing
strategies to target them.
A market segment should be:
 Easily and clearly identifiable
 Measurable
 Accessible by promotion, communication and distribution channels
 Different in its response to a marketing mix
 Stable (not changing too quickly)
 Appropriate for the company’s policies and resources
 Substantial enough to be profitable
Segments may be Geographic, Demographic, Psychographic or Behavioral
2 Identify product opportunities
Need to identify appropriate target markets and further develop their individual needs and
wants. This would be preferable to simply advertising a general service. Many of the
answers will be based on the specific location and demographics we deal with.
Requires market research, market segmentation, product research etc
Identify the company’s unique selling proposition
A Unique Selling Proposition refers to a company’s unique proposition to its customers
to make them switch brands. For Century Cruises their unique position is their overall
appeal of elegance
Identify types of public relations activities
Public relations involves managing the flow of information from an organization to the
public. It is an ongoing process that is critical to creating a positive corporate image.
Participants should address that public-relations is a means of communicating with the target
market and can include promotional materials that can lend itself to a strong public image.
Public-relations activities may include helping the public to understand the company and its
products/services. Participant’s suggested activities may vary
Types of public relations activities may include:
 Advertising & promotion of an organization’s corporate image
 Sponsorships
 Events & functions
 Social media
 Internal communications (employee interactions)
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 Sponsoring/hosting galas, conferences, or major formal events in the city;
 Donations to historical restoration projects in the city
 Sponsoring product, sports, cultural or charitable events
 Awarding scholarships, and donations
 Creating news releases (an announcement that a company sends to the news media)
Monitor and evaluate the performance of a marketing plan
Obtain publicity
Orient new employees
When new employees are hired, it is important they complete an orientation process. This is
used to introduce them to the business’s culture, brand and ways of working. It is also an
opportunity for the business to communicate its expectations based on accountabilities,
customer service, quality, etc. Orientation also involves training new employees on how to
do their jobs
The participant may discuss the role of the assistant manager in training new employees.
They may also point some specific aspects of new employee orientation that will be
important, such as:
 Giving new employees a tour
 Providing new employees with an opportunity to shadow other employees doing the
same job
 Providing new employees with training on any equipment they are required to operate
including POS systems, computer-based systems for entering customer orders and
making table reservations, etc
The participant may also provide additional examples of what will be included in new
employee orientation at this restaurant
 Once a candidate is selected, the most basic part of training is employee orientation
through which employees get acquainted with company policies and programs,
personnel with whom they will interact, and the nature of the job
 This probationary period can last between 2-4 weeks
Mentors may be assigned within a relevant department to assist the new employee through
this process
Plan tourist destinations
Prepare for the sales presentation
2 Provide legitimate responses to inquiries
 Emails need to be responded to in a timely fashion—some of the emails might be about
an emergency situation
 All emails should be looked at three times a day—this is a priority for the business
 Perhaps a new person needs to be hired
 A plumber may need to be called for explanations about the content of the email. If the
office assistant cannot answer the email accurately, he/she should have access to a
plumber to ask for help
 Responses to emails must be done accurately and quickly
Recognize/reward others for their efforts and contributions
Recommend specific destinations and travel services to travelers
Recommend specific product
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4 Reinforce service orientation through communication
Service orientation refers to a focus on service. In communication, service orientation can
be maintained by demonstrating emphasis on customer service in all communication.
Similar to handling difficult customers, communication with a service orientation should
demonstrate empathy and a focus on finding solutions that will satisfy the needs of the
customer
 staff to be trained in proper customer service techniques, including greeting
customers, asking to assist them, wishing them a good day when leaving, etc
 customer service training, tips and messages to take place on on-going basis in staff
meetings, employee newsletters, employee bulletin boards
 training to include role plays of customer service situations
 thanking customer to be part of role plays concluding transactions at cash
 employees must make it clear to customers that we want to help them; the whole
experience in our store must be positive
 open communication from customer – employees – management (full circle)
 customers can be given opportunity to fill out comment cards/on-line surveys,
perhaps with chance to win something/discounts
employees also be given chance to fill out feedback forms, surveys, suggestions
2 Respond to customer inquiries
2 Select a target market
2 Select strategies for delivering promotional materials to prospective travelers
2 Set marketing goals and objectives
 Need a clear understanding of the purpose. What is to be accomplished
 Must know what the measurable results will be. For example, the program will
increase sales by 10%
 Most important is being able to measure the results. In other words, if sales do
increase, how do we know it was because of our marketing program and not some
other factor?
 Goals and objectives answer the question “where do we want to go”? (profitability,
market share, promotional objectives
 Objectives should be SMART (Specific, Measureable, Achievable, Realistic,
Timely)
 Objectives are more specific than goals
Use communications technologies/systems (e.g., e-mail, faxes, voice mail, cell phones, etc.)
Write a news release
3 Write direct mail letters
 Direct mail letters are flyer or other types of printed advertisements mailed directly to
customers
 Direct mail is beneficial because it allows a company to select its audience and
personalize its message
 The letters should be clear, creative and relate to a selected target market
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