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Performance indicators for HLM
Address the needs of individual personalities/target markets
Analyze room sales/occupancy rates.
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?)
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 endsfocused and provide concrete evidence that can be used to determine which of the
possible means-to-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.
Assess the customer’s special needs.
Calculate the cost of an event
Without the dog show, at an occupancy rate of 30% the hotel would make about
$18,900 in profits (revenue of 19350 – expenses of 450)
With dog show and occupancy of 400 rooms the hotel would make about $49,500 in
profits (revenue of 51600 – expenses of 2100)
Presenter may choose to include the cost of potential property damage.
Choose appropriate channel for workplace communication
 In a small store, the communication will need to be personal, and face to face.
Training sessions for small groups have already been done, looking for shoppers as
the thieves, but the training has to include fellow employee theft.
 Make public amongst staff the consequences suffered by the other employees who
were caught - were charges laid?
 Demonstrate knowledge of the nature and importance of employee
communications—employee publications, staff meetings, e-mail, intranet, etc
 Knowing the difference between formal and informal communication— e.g. memo
versus letter; e-mail versus a letter
 Knowing when formal language should be used
 Knowing when verbal communication would be adequate in lieu of a formal means
such as a letter
8 Coordinate activities in the promotional mix
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.
Define variable labor as it applies to housekeeping
7 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
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:
 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.
2 Demonstrate connections between company actions and results
Most companies will compare their actions and results by having set some specific
objectives and seeing how closely they are meeting them. In this case, the company will
probably be setting goals involved with an increase in revenue and/or an increase in profit.
They would want to have the results of the catering function kept separate from the results
of the regular restaurant activity although there would be some carry-over of fixed costs
between the two practices. They might even separate the activities into two separate
companies. In any case there should be a measureable difference in the company in terms
of profit.
Brochures, ads and web pages are not results. A marketing department needs tangible
objectives and deliverables. But it is easy to fall into the trap that looks at these deliverables
as ends in themselves. A new department in the store means nothing if it doesn’t in some
way contributes to improving the state of your business. Similarly, brand awareness isn't a
result. It is also a means. Building brand awareness may be a reasonable objective but only
if your marketing team can articulate how it drives results. . Opening a coffee shop is not a
result.
That's all the more reason that your marketing efforts need to be focused on the right
results. Because it is difficult to measure directly the effects of many marketing tactics, it is
important to design those tactics with appropriate end results in mind
What are your most influential economic engines, and are your marketing efforts focused
on them? Do you make significantly more profit on a small number of loyal customers than
you do on a large number of transactional customers? If so, do your marketing efforts focus
appropriate energy on building customer loyalty, or is the lion's share of your efforts
focused on finding new customers? Does opening a coffee shop add significantly to the
profitability of product sales?
Demonstrate honesty and integrity
Demonstrate negotiation skills
The best way to demonstrate good negotiation skills is to do so in an active negotiation.
I have not run across any tests that prove how good a negotiator one is since every
negotiation has its own peculiarities -- even with a person with whom you negotiate all
the time. Participants in negotiations need to be cognizant of seven elements in the
negotiation process. The seven process elements are: Relationship, Interests, BATNA
(Best Alternative to a Negotiated Agreement), Creativity, Commitment, Fairness, and
Communication. In addition, a good negotiator is well-prepared
Sometimes, the manager needs to be prepared to make an offer that will satisfy the
customer without making negative comments about the product
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?
 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.
Demonstrate Responsible Behaviour
Demonstrating responsibility means being willing to accept an obligation and being
accountable for an action or situation. One can demonstrate responsibility in many ways.
The participant may point out that the company can demonstrate responsible behaviour by:
 Accepting responsibility for damage that has been caused and taking measures to
take measures to ensure that the problem does not happen again, perhaps by
investigating the cause of the explosion or hiring an independent investigator
 Explaining how they will take steps to ensure that this does not happen again
 Offering to compensate injured employees and families
 The disclosure of all relevant financial and operating information
 Company must provide pricing options that the customer can understand—pricing
transparency
 Company must make a profit and be responsible to its shareholders
 Company has dealt with complaints in a timely and ethical manner
 Company has considered all stakeholders
2 Describe health and safety regulations in business
The participant should address the requirement for businesses to operate according to
municipal/ provincial / state/ federal regulations. Additionally, the participant may state
that adhering and exceeding such regulations are imperative when providing a service to
the public and contributes to the customer experience
 In Ontario as in most states, there are the Occupational Health & Safety regulations
that relate primarily to a safe working environment for employees
 Governments have also established health and safety regulations to protect the
consumer from harm emanating from products e.g. Food & Safety and product labeling
regulations
 Buildings open to the public such as restaurants and hotels have to have clear signage
for emergencies such as fire, or medical emergency
 As for what a hotel itself does to ensure the safety of its guests, they are required to
ensure that their employees are bondable and trust worthy so that guests do not suffer
harm or loss from unscrupulous employees
5 Describe services offered by the hospitality industry
The focus could be a peaceful environment, a romantic getaway, group retreat and/or
proximity to other entertainment venues
 Comfortable accommodations that are currently moving towards the trends of
replicating the comfort of a “home” atmosphere
 A relaxing experience that allows consumers to rest and enjoy their time away from
home
 Many hotels accommodate hobbies like golf or other sports
 For senior consumer segment a relaxing environment should be the focus
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.
6 Describe the concept of promotion in the hospitality 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 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 functions of the human resources office
An efficiently run human resources department can provide your organization with
structure and the ability to meet business needs through managing your company's most
valuable resources -- its employees. There are several HR disciplines, or areas, but HR
practitioners in each discipline may perform more than one of the more than six essential
functions. In small businesses without a dedicated HR department, it's possible to achieve
the same level of efficiency and workforce management through outsourcing HR functions
or joining a professional employer organization.
Recruitment The success of recruiters and employment specialists generally
is measured by the number of positions they fill and the time it takes to fill
those positions. Recruiters who work in-house -- as opposed to companies that
provide recruiting and staffing services -- play a key role in developing the
employer's workforce. They advertise job postings, source candidates, screen
applicants, conduct preliminary interviews and coordinate hiring efforts with
managers responsible for making the final selection of candidates.
Safety Workplace safety is an important factor. Under the Occupational Safety
and Health Act of 1970, employers have an obligation to provide a safe working
environment for employees. One of the main functions of HR is to support
workplace safety training and maintain federally mandated logs for workplace
injury and fatality reporting. In addition, HR safety and risk specialists often
work closely with HR benefits specialists to manage the company's workers
compensation issues.
Employee Relations In a unionized work environment, the employee and
labor relations functions of HR may be combined and handled by one specialist
or be entirely separate functions managed by two HR specialists with specific
expertise in each area. Employee relations is the HR discipline concerned with
strengthening the employer-employee relationship through measuring job
satisfaction, employee engagement and resolving workplace conflict. Labor
relations functions may include developing management response to union
organizing campaigns, negotiating collective bargaining agreements and
rendering interpretations of labor union contract issues.
Compensation and Benefits Like employee and labor relations, the
compensation and benefits functions of HR often can be handled by one HR
specialist with dual expertise. On the compensation side, the HR functions
include setting compensation structures and evaluating competitive pay
practices. A comp and benefits specialist also may negotiate group health
coverage rates with insurers and coordinate activities with the retirement
savings fund administrator. Payroll can be a component of the compensation
and benefits section of HR; however, in many cases, employers outsource such
administrative functions as payroll.
Compliance Compliance with labor and employment laws is a critical HR
function. Noncompliance can result in workplace complaints based on unfair
employment practices, unsafe working conditions and general dissatisfaction
with working conditions that can affect productivity and ultimately,
profitability. HR staff must be aware of federal and state employment laws such
as Title VII of the Civil Rights Act, the Fair Labor Standards Act, the National
Labor Relations Act and many other rules and regulations.
Training and Development Employers must provide employees with the
tools necessary for their success which, in many cases, means giving new
employees extensive orientation training to help them transition into a new
organizational culture. Many HR departments also provide leadership training
and professional development. Leadership training may be required of newly
hired and promoted supervisors and managers on topics such as performance
management and how to handle employee relations matters at the department
level. Professional development opportunities are for employees looking for
promotional opportunities or employees who want to achieve personal goals
such as finishing a college degree. Programs such as tuition assistance and
tuition reimbursement programs often are within the purview of the HR
training and development area.
2 Describe the functions of the security department
The main functions of the security department of a hotel are to protect guests and staff at
the hotel as well as their property. The security department is also responsible for security
the physical premises against unauthorized intrusion
2 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
Describe the nature of target marketing in the hospitality industry.
2 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 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
Describe the role of business ethics in promotion
 e.g. business must be truthful in their disclosures in any advertisement.
o Attention to business ethics is on the rise across the world and many
companies realize that in order to succeed, they must earn the respect and
confidence of their customers. Like never before, corporations are being
asked, encouraged and prodded to improve their business practices to
emphasize legal and ethical behavior. Companies, professional firms and
individuals alike are being held increasingly accountable for their actions, as
demand grows for higher standards of corporate social responsibility
 Important to conduct business in an ethical manner
o For the business’s long term sustainability
o Customers appreciation of good business practices
 Businesses should not put down their competitors but rather focus on promoting
their own products and services
o The company should not partake in false advertising or promote anything
that would mislead their customers
Describe the use of technology in the promotion function
The internet, websites and most recently social networking are common ways of using
technology in the promotion function. Interactive websites offer consumers a different way
to use or experience the product. Participants should be careful to not overuse and get too
technical with their use of technology given that many senior citizens use emerging
technologies such as the internet for email and basic communication and personal interest.
(They are participating in online gaming, for example)
 Computers-world wide web, on line advertising, online sales, on line catalogues
 Smart phones with updates on sales, promotions, timed sales, one day
promotions
 Links from computers to store for updates on new merchandise and promotions
2 Describe traits important to the success of employees in the hospitality industry
Detail the functions of room service
 Provide quality food for business travelers and vacationers
 Provide an alternative to eating in a restaurant
 Provide a option for business travelers who want to work during meals and not have to
eat alone at a restaurant
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

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Provide food at times when a restaurant is not open
Provide quick service
In this case, room service should be available 24 hours a day or from 6:00 to 2 am
It should offer food at the four star level, but also have a variety of other price points.
For example, burgers, fries, soup, salad. The hotel should research the most popular
competitors in the downtown area and offer similar products to keep the guests in the
hotel
 It should have a kids menu. Vacationers with children will go to one of the other
alternatives in the downtown area to feed their children economically
 Offer an economical breakfast option. This is one way to keep clients in the hotel when
they are already there. Advertise this in a flyer with the room key or with a menu
selector that can be left on the doorknob the night before
2 Detail two types of marketing materials for the lodging facility
There are a wide variety of different promotional materials providing companies and
organizations effective ways to reach out to their customers
Brochures Brochures are used to introduce a company’s products or services to their
targeted audience and potential customers. They can be designed to fit on one folded
sheet or as a small booklet. The variety in size allows them to be extremely flexible;
having the potential to provide a substantial amount of information to the viewer.
Brochures can help with getting customers to follow a specific call to action and aid in
generating new business
Flyers Flyers are a relatively inexpensive form of advertising and are intended for
mass distribution. They are produced on a single sheet of paper and tend to inform or
promote more specific information such as a sale, special promotion or new
service/product
Posters Posters are beautifully designed pieces promoting a specific product, service or
event. They can vary greatly in size, shape and style; providing as much or little
information desired
Custom Packaging Package design conveys the most important aspects of your
product to customers and allows it to standout from the rest
Direct Mail/Email Campaign Direct mail campaigns are a form of advertising
providing customers with a wide variety of information on your company, products and
services offered. Mailings can be sent out monthly, bi-weekly or even weekly. It creates
a quick and easy way to keep in touch with current and potential clients/customers.
When using email campaigns, we will also be able to provide you with a detailed report
on your campaigns success
Custom Postcards Using an interesting image on one side to spark interest, postcards
can easily be mailed to provide customers with a quick bit of information promoting a
specific product, service or event.
Determine number of employees to schedule at each level of occupancy.
2 Determine potential lodging markets
 Presenter must first identify potential target markets
 The needs of each market should be discussed and how the services and activities
planned will benefit the potential markets
 Markets can include conference and non-conference guests

Business customers require conference/meeting space and office amenities, event
planning assistance
 Hotels often partner with travel agencies world-wide to create packages to meet the
needs of tourists, families
5 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 when a room is available for sale
Develop a marketing plan
2 Develop a sales packet for a hospitality industry
Sales packet would include information on types of rooms available, amenities,
transportation/location
Use of case facts would greatly increase the effectiveness of the presentation
Hotel capacity, location, city’s ability to cope with snow, effectiveness of airport can all
be touched on
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,
business-related 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
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
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
competitors?
 Was target market considered?
2 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.
2 Discuss actions employees can take to achieve the company’s desired results
Employees, whether they are wait staff, food preparers, or even shift managers, all have the
responsibility on behalf of the restaurant of satisfying the customers needs (motives). It
could be wrong to blame certain people, because the situation is changing (different types
of clients), and therefore different types of behaviour on the parts of employees is called
for. Right now, customers are getting upset, and presumably this will mean more
employees will also be getting upset. Someone is going to have to take the initiative to get
the employees, managers, and owners together to discuss how to handle the new situation.
This is an opportunity for some employees to demonstrate both leadership and management
skills. They have to realize that their success and enjoyment on the job depends on how
successful the restaurant is, so they have to be prepared to contribute to helping the
restaurant become more successful
A performance based pay linked to achievement of company goals and targets (i.e. sales,
profits)
The participant should demonstrate knowledge of the following:
 an understanding of the target market and the selling process
 understand motivations behind customer decisions
 understand the overall goals of the company
2 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. Higherlevel 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 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.
Distinguish guaranteed from non-guaranteed reservations
Employ communication styles appropriate to target audience
The participants should discuss appropriate methods for the desired audience. In general,
some questions that should be considered regarding your audience are:
 How important will the audience see your message as being?
 Does your communication ask the audience to take some action?
 How much information does your audience need?
 What obstacles must you overcome with the target audience?
 What are the benefits to your audience of what you have to communicate?
 How will your audience use this information?
 What method of communication is best suited to this message?
 In addition, you should consider how formal and how detailed you wish your
communication to be. Use language and terminology that are appropriate to the
audience
3 Establish a relationship with a customer/client
2 Estimate time for cleaning public and recreation areas
In this case the participant must first make note of all the regular job duties, specific to the
Housekeeping department that are to be performed in the Lobby.
Duties may include items such as garbage/ recycling disposal, spot cleaning, wiping of
tables and counters, preventative maintenance of leather furniture, deep cleaning/ polishing
of floors, vacuuming, dusting of fixtures and decorative accessory pieces, watering of
plants, window washing, washroom maintenance (toilet paper/ paper towels, mopping
toilet bowl cleaning etc.)
It is then imperative to determine what the organization deems as a “reasonable” amount of
time it should take an associate to complete the specific job duties. I.e. Cleaning public
washrooms may take 20 to 30min, Changing garbage bags within the lobby may take 10
min
Evaluate a customer’s experience
8 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
 cost/affordability
 evaluation of alternatives
 internal conditions ie. demographics, psychographics, personality etc.
Explain environmental factors conducive to customer satisfaction
 Understanding the customer is most important – their perception is linked to the
expectations they have when they come to a place of business
 The environment is then crucial to how customers will ultimately respond – if the
atmosphere is not conducive to their satisfaction they will not be likely to value the
service
 Environment will certainly influence the type of service that customers expect – if the
reorganization of Book N’ More creates a high end store, then customer will expect
high end service
 Students may identify the type of atmosphere that their target market will require
 i.e. food service will require fast service in an area set to house those who may read,
work, and drink a fancy coffee
 customer at a kiosk may need a quick response from the floor staff to ensure that they
are okay navigating the store on their own – a larger store will require floor staff to be
readily available
2 Explain ethical considerations in providing information
 Information ethics has been defined as "the branch of ethics that focuses on the
relationship between the creation, organization, dissemination, and use of information,
and the ethical standards and moral codes governing human conduct in society". It
provides a critical framework for considering moral issues concerning informational
privacy, moral agency, new environmental issues problems arising from the life-cycle
(creation, collection, recording, distribution, processing, etc.) of information (especially
ownership and copyright, digital divide, and digital rights). Dilemmas regarding the life
of information are becoming increasingly important in a society that is defined as "the
information society". Information transmission and literacy are essential concerns in
establishing an ethical foundation that promotes fair, equitable, and responsible
practices. Information ethics broadly examines issues related to ownership, access,
privacy, security, and community
 In this case, there is a certain amount of privacy on the part of the evaluators, but
because of the public nature of their comments, the companies they are evaluating are
demanding more information on the evaluations and evaluators
 The accountant had an ethical and moral obligation not to insider trade
 If a person has access to information as a part of their job, they are morally bound not
to use it for their own gain. They are also ethically bound not to share the information
 In this case, the accountant used the information to defraud shareholders of the
manufacturing firm
5 Explain factors affecting pricing decisions
5
3
3
4
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 prices of hospitality and tourism products
 Discuss factors affecting price in the hospitality and tourism industry such as weather,
season, holidays, and events occurring
 The level of competition in the area—other attractions and amenities available in close
proximity
 Tourism
 Canadian dollar exchange rate against the US dollar which determines the level of
tourism
 Costs of operation
Explain factors that motivate people to choose a hospitality site
 Location (proximity to other sites)
 Quality
 Price
 Availability
Explain how frequency schedules are determined for public area cleaning
The participant must note that frequency of public area cleaning will be driven by hotel
occupancy.
A good understanding of what the minimum acceptable standards will be for the hotel and
then identify when and how the schedules will be flexed based on occupancy levels
Identifying a basic rotation, this could be anywhere from 5-8 times per day.
Hotel occupancy plays an important part in determining whether or not to deviate from the
basic rotation. I.e. On a day when the Hotel is at 85% or higher may see an increase in the
number of housekeeping associates, and adjustments to the scheduled cleaning times may
be changed based on arrival/ departure patterns and times. The same can also be said for if
the hotel has a low occupancy of 35%, decisions will need to be made on whether or not to
schedule below the basic requirement.
Explain how guests make reservations on line
 Guests can make reservations on line through the hotel’s website or through a
number of other online booking agencies
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?
3 Explain promotional methods used by hotels/motels
2 Explain routine security precautions
 Most stores now incorporate magnetic tags and doorway sensors. Many also now
search their employees bags as they exit the store after a shift. The key here is that it
must be done for all items, and for all employees. (This however won’t be effective
when the manager who is checking is part of the theft problem.)
 Regular rotating inventory checks will find specific areas with shrinking inventory.
 Security cameras are also an option
 In this case it would be wise to inform staff of the situation, that jobs have been lost
and that the specific staff who have been fired are not welcome in the store anymore.
 Hotel security departments usually use preventative tasks such as patrolling,
monitoring, and investigating in order to prevent problems Employees’ are properly
screened to ensure that they are trustworthy


Guests are offered storage vaults or boxes to store valuables
Adequate lighting is provided in the surrounding environs to ensure that guests and
their property are safe from intruders
 All staff should be trained in safety and security issues and to consider privacy of
information eg. What room a guest is in
Explain the concept of competition
The rivalry between two or more businesses to gain as much of the total market sales or
customer acceptance as possible Helps to maintain reasonable prices, provides
consumers with new and improved products, and results in a wide selection of products
from which to choose. Forces businesses to operate efficiently. In this case there is a
competition between the companies being evaluated, and the evaluations can have a
great effect on competition
Competition

Did the student discuss the pros and cons of competition?

Did the student address issues related to competitive advantage?
Competitors

Who are the direct/indirect competitors?
What target market are they competing for?.
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
 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
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
Market Dominance Strategies – the primary goal of these strategies is to emphasize the
organization’s leadership in the market and aggressively maintain that position
2 Explain the concept of price in the hospitality industry
 Because of the competitive nature of the hospitality industry, the company’s pricing
policy is important in striking a balance between profitability and gaining customer
acceptance
 Convince customers that pricing is acceptable considering the product offering versus
the competitors’
 Convince customers pricing is fair relative to perceived value in product
 Provide alternative pricing strategies which may increase the customers’ incentive to
use our hotel include: multiple-unit pricing e.g. 3-night weekend for the price of 2;
bundling which entails such things as 3-night weekend including breakfast and dinner
for one low price; odd-even pricing which involves pricing at $188.99 and $128.99
instead of $189 and $129
Explain the factors that motivate people to choose a hospitality site
3 Explain the nature and scope of pricing
 Price is the value of a product expressed in dollars and cents
 Price is what the guest must pay
 Businesses may charge a high price (prestige pricing or skimming) to evoke an image
of luxury



Businesses may charge a comparative price (competitive pricing)
Businesses may charge a low price (penetration or discount pricing)
In this case, multiple pricing strategies are used. Prestige pricing is used for those
customers that purchase in advance and are guaranteed their vacation. Discount pricing
is used for guests that book at the last minute using Priceline or other discount websites
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
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 channel-member relationships
For marketing channels to succeed in a competitive marketplace, independent
organizations should combine resources to pursue common goals. Channel members often
view each other as partners in delivering value to consumers. Channel member
relationships can be strengthen by doing things that are mutually beneficial.
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
2 Explain the nature of marketing research in a marketing-information management
system
 Understands the concepts, systems and tools needed to gather, access, synthesize,
evaluate, and disseminate information for use in making business
 market research gathers that information
 variety of research instruments can be used – observation, survey, primary and
secondary data
 Research involves defining the problem and objectives, obtaining the necessary data,
developing a plan for collecting the information, collecting and analyzing the data
2 Explain the nature of operations
 Operations generate recurring business income
 Delivery of goods at a low cost to ensure profits
 Converts or transforms resources into goods and services
 Includes: inventory management, quality control, production scheduling, facility
location, facility layout
 In one case—accepting the orders, placing order to manufacturing in China, receiving
shipment, checking shipment, mailing orders to individual customers, accepting
payment
 Problem—small inventory, customers must wait a long time for shipment, complaints
have occurred
The participant should recognize some of the following characteristics of operations:
 identify the job/task
 identify the resources or data required to carry out the job/task
 impact of job/task on customer satisfaction/experience
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
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
6 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
3 Explain the nature of sales management
Underlying goal of any business is to increase profits
By weight the costs and benefits, it is in the best interest of the hotel to pursue the
option that can guarantee the greatest profits
Sales management includes taking into consideration the long term benefits as well (i.e.
if this is an annual dog show and it is a success, the hotel can increase their occupancy
during downtimes on an annual basis)
Explain the nature of staff communication
Staff communication refers to the sharing of information within an organization. This can
involve communication from management to other staff members (top-down
communication), communication from staff members to management (bottom-up
communication), and communication among staff members
Staff communication is an important way to keep staff up-to-date on information that
affects the business and that is necessary for them to effectively do their jobs.
 The student should explain the role does staff communication plays in workplace
safety
 What is the purpose of changing the current staff communication structure
o Improve productivity
o Cut costs
o Ensure congruency of information relayed to customers
Explain the Nature of the Operations
The participant should explain the importance of the lobby as a central focus point, a hub of
activity or even the heart of the Guest experience. In most cases, the lobby should be the
first glimpse of the Hotel’s brand, giving a sense of Warmth, Community and Belonging.
Participant should discuss and have an understanding of how the Housekeeping operating
department is an integral part of the Lobby experience.
The department’s objectives may include some of the following:
 Delivery of the hotel’s comfort standards
 Maintenance and cleanliness of the lobby and public areas
 Upkeep of the Hotels hygienic standards, as well as mandatory guidelines as noted in
City Bylaws
Explain the promotional methods used by hotels/motels
 Hotels often rely or reputation and brand recognition

Website is often use to promote as well as allow customers to book online for
convenience
 Often partner with tour companies and travel agencies to accommodate those who
are looking for a package deal
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.
2 Explain the role of customer service in position/image
Students should comment that the actions of every employee should reflect the position or
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
2 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
2 Explain the types of promotion
Promotion itself has its own elements called the promotional mix, namely, advertising,
sales promotion, public relations, and personal selling Emphasize the perceive value
offered to customers. Customers more likely to believe prices are fair if they perceive
value in the product
 Advertising
 Personal Selling
 Sales Promotion
 Public Relations
2 Explain ways technology impacts business services
Productivity/turnover of tables, improved customer service, inventory control, ordering,
improved menu item tracking, sales forecasting, client convenience, etc
Negative ways also – ID theft, inappropriate use of technology/data, etc
Participant could indicate that the current situation is an example of when technology can
present a problem, rather than being a help to the organization
Participant could also include some of the specific positives of the use of technology – ie
menu tracking – can better serve customer needs, inventory management – will have
materials on hand for popular items, able to plan in the kitchen for busier times/items.
Positives:
 Communication is faster and more efficient
 Customers have immediate access to company information 24 hours/day
 An expert who knows the answer can respond to the emails
 Saves money on a full time receptionist
Negatives:
 Can seem impersonal
 Breaks down
 Customers now expect immediate feedback
2 Handle and report emergency situations
In answering this question the participant must show a sense of urgency, and display
critical thinking
Possible scenarios they may discuss are as follows:
 What level of supervision/ management should report to the lobby to first asses the
nature of the emergency
 Identify whether the emergency can be dealt with internally or if an external company
is required due to extensive damage or safety concerns
 Possible forms of communication if any is required to ensure the further safety of
Guests and Associates
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
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.)
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
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 considerations in implementing international marketing strategies.
Identify criteria for public area cleaning
It is important to create a standard and note that not all job duties would be required to be
done on every rotation. I.e, Plants could be watered once a day or even once a week, but
garbage bins and recycling bins should be checked periodically throughout the day
The participant will then need to identify and understand which duties can be done during
the day or late night/ early morning based on the following
 Low level of impact/ inconvenience to the Guests, duties to be done between
7am- 7pm
 High level of impact/ inconvenience to the Guests, duties to be done
between 11pm-7pm
Identify information monitored for marketing decision-making
Target and segment markets for a new endeavor need to be explored thoroughly. It is
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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.
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 internal and external service standards
The participant must first show an understanding and explain the difference between the
internal and external customer. Internal Customer can be someone that works within the
same department or even another position in the company, and the External customer is the
individual who is buying from the company or using the company’s services. It is important
to note that both internal and external are based on the needs and expectations of the
customers.
Internal service standards may include:
 Treating employees with respect
 Lead by Example and be true to your word
 Create a Team atmosphere; ensure that everyone is motivated to give 100%
External standards may include:
 Being professional, courteous and treating Guests with respect
 Showing Empathy and ensuring Guests feel understood
 Creating unconditional loyalty by ensuring memorable experiences that will result
in having Guests feel the need to return
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 skills needed to enhance career progression
Identify types of charges that can be posted to accounts
 Room rates
 Phone calls
 Internet access
 Room service
 Spa services
 Mini bar
 Movies
 Video games
3 Inform guests / clients of local sites/events
Interpret business policies to customers/clients
 Employees should be well trained on the policy. Provide many examples of how the
policy can be interpreted
 After this situation has been handled, it should be used as an example for employees
for future reference
 Phone and explain clearly that the restaurant is sorry that COMPUTER CORP’s visit
was unsatisfactory
 Explain the new changes
 Book a new reservation
Interpreting business policies typically involves explaining company procedures, often
written in bureaucratic language, to customers who are already irritated and upset. By
acknowledging their frustration and using plain and ordinary language to describe what's
required from the customer to proceed, customer service representatives can diffuse a tense
situation, maximize the opportunity to conduct a successful transaction and provide
pointers to other information, such as brochures, website links and other phone numbers for
help and support
Back up the business policy by describing how it helps streamline business transactions that
actually help customers in the long run. Provide details about why changes to previous
policies make the current policy more advantageous in terms of long-term gains. Cite any
laws, studies conducted, customer feedback obtained or conventional business practices
that reinforce the implementation of the business practice
Involve customers in the interpretation of any business policy. Ask for candid feedback
about how the rules impact their business. For example, record input with online surveys
using free software applications such as Qualtrics, Zoomerang or SurveyMonkey. Publish
your findings so that customers can see that you have taken their feedback seriously and
intend to act on their suggestions
Propose an implementation date that allows the customer time to adjust to your new policy
and enforcement of a current policy. Ensuring customer satisfaction involves validating that
new mechanisms meet the needs of existing customers and future customers alike.
2 List three advantages of an independently owned facility
The participant may discuss some of the following items:
 Key decisions can be made by Owners/ General Managers that have a better
understanding of the day to day operations and create standards based on their
experiences
 Independent organizations are not under general brand guidelines and associates are
encouraged to personalize their service to the individual Guests
 In most cases revenue dollars are localized and will remain within the community
2 Maintain customer records
 Demonstrate how records will be maintained for easy access
 Ensure that cost of maintaining records is manageable
3 Make oral presentations
 Is the student speaking professionally and communicating clearly
 Are the indicators flowing into each other smoothly
 Is the student speaking directly or are they reading from their notes
Modify or cancel a reservation
3 Monitor guest satisfaction with services/facility
Open the sales presentation
2 Plan a variety of guest services
3 Plan strategies for meeting sales quotas
 First the presenter should set a quota or sales objective for the winter months as it is
not given in the case
 Strategies may include changes in the 4 P’s (Product, Price, Promotion, Placement)
 Lower the pricing as a special promotion during winter months will attract a greater
amount of customers yet will continue to make profits for the company
 Presenters should be specific and have a specific price
2 Recognize/reward employees
 Students are to outline ways to:
 Recognize employees i.e. a plan to implement an easy to use employee evaluation
system. Supervisors to grade employees who are direct reports
 Reward employees i.e. bonus for quality efficient work
 Explain that you appreciate and value the business that
3 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 Select guest service options for an establishment
 Guest service options should take into consideration the uniqueness of the
establishment
 the needs of the target market, the length of stay of the guests and the local amenities
available will determine many of the service options required
2 Sell a good/service/idea to groups
Sell product/service
3 Set marketing goals and objectives
 Need a clear understanding of the purpose. What is to be accomplished
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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
Turn resort features into guest benefits
Use appropriate assertiveness
To be able to handle conflicts the proper way you must be assertive. Assertiveness is
when you make your feelings known and make changes that will reduce your stress
without making you feel guilty. When you are assertive you reduce the anxiety in conflict
situations. Finally, assertiveness can bring you increased respect from others, allow you to
get rid of negative or hurtful feelings and help you achieve your goals
 Describe the other person's behavior. – The client made a reservation through a
third party site rather than the more trusted hotel itself
 Express your feelings (use "I" statements) Focus on the action, not on the person
as being a problem. I am very sorry, but I cannot make changes to the fact that all of
the suites are already booked. I don’t know how CheapCheap
 Specify what you want changed Offer a reasonable solution. Make an offer, with
explanations, perhaps a chart, showing that you are meeting the client half way, and
offering them paper documentation about the discrepancy between the special rate
offered by the hotel and that offered by the 3rd party web site for their pursuit of
compensation from CheapCheap
 Consequences Outline clearly and calmly what will happen if nothing is changed.
Obviously there cannot be a suite made available, so either the 2 standard rooms
adjoining are accepted, or assistance could be offered to find a similar suite at another
hotel nearby.
3 Use conflict resolution skills
The participant may demonstrate conflict resolution skills by:
 Clearly communicating the company’s policies and procedures
 Effectively listening to the customer’s concerns and questions
 Responding appropriately to the customer’s concerns and questions
 Actively seeking a solution that both parties are satisfied with
 Identifying when an approach or proposed solution is not working and suggest other
possibilities to solve the problem
 It is important to listen carefully to all sides of a situation
 Conflict can be constructive if handled properly. They could have just moved their
business without telling you and giving you an opportunity to fix the situation
 Work collaboratively with the staff to brainstorm possible solutions to the problem.
This way the staff will buy in to the solution. As well, they may have some clever
and creative ideas to solve it
It is possible to make both sides happy; they just need to be separated
Use travel agent’s buying motives as basis of sales presentation
Write persuasive messages
Presenters may come up with a specific message/slogan that they will use to persuade
May speak about the importance of including persuasive messages in a presentation
Basic considerations when writing the message might include:
 Know your audience
 Know your purpose