B usiness Skills – Your Own Advertisement

18. Write your own advertisement for a particular hotel or resort. Try to advertise it so that everyone would like to go there. Use the following model:

The Hyatt Regency Kiev is among the finest 5 star hotels in Kiev (Kyiv). Located in Kiev city centre, the political and business capital of Ukraine, our 5 star hotel houses 234 beautiful hotel rooms & suites, some of the most luxurious accommodation in Kiev. Overlooking the breathtaking Kiev Old City, which features many of Kiev's main historical sights, our 5 star Kiev hotel is within walking distance of Saint-Sophia's Cathedral, Saint-Michael's Monastery and the boutiques of famous Kreshchatyk Street.

This 5 star luxury Kiev hotel is one of the top business addresses in Ukraine and is host to the unique Kiev Spa– Spa Naturel and a fitness center, Club Olympus, with modern gym facilities and a 23m indoor pool. The hotel is also known for its exquisite restaurants and bars. The exclusive meeting and function space of 1,000 square meters is ideal for large scale conferences, banquets and weddings. The modern Brunello Bar is convenient for hosting closed events. Kiev airport is 40km away.

U nit XII. Hospitality marketing

1. Read and learn the following words and word combinations:

hospitality marketing [ˌhɒspɪˈtæləti] маркетинг у готельно-ресторанному бізнесі

t o maintain [meɪnˈteɪn] зберігати, підтримувати, утримувати

profitable [ˈprɒfɪtəbl] прибутковий

to obtain [əbˈteɪn] отримувати

value [ˈvæljuː] цінність

entire [ɪnˈtaɪə(r)] весь, цілий

to be comprised of [kəmˈpraɪzd] складатися з

tangible [ˈtændʒəbl] видимий, матеріальний

intangible [ɪnˈtændʒəbl] невидимий, нематеріальний

social status [ˈsteɪtəs] суспільний статус

f ine-dining restaurant - ресторан вишуканої кухні

attitude [ˈætɪtjuːd] відношення, ставлення

identifying [aɪˈdentɪfaɪŋ] визначення

distributing [dɪˈstrɪbjuːtɪŋ] розповсюдження, розподіл

satisfied [ˈsætɪsfaɪd] задоволений

modified [ˈmɒdɪfaɪd] видозмінений, модифікований

to adopt [əˈdɒpt] приймати

p hysical products [ˈfɪzɪkl] матеріальні товари

primary outputs [ˈpraɪməri] першочергова, основна продукція

variable [ˈveəriəbl] мінливий, перемінливий

inseparable [ɪnˈseprəbl] нероздільний, невіддільний, невідривний

researcher [rɪˈsɜːtʃə] дослідник

marketing mix - маркетинговий мікс (комплекс)

operation [ˌɒpəˈreɪʃn] заклад

advertising [ˈædvətaɪzɪŋ] реклама, рекламування

feedback [ˈfiːdbæk] зворотній зв'язок

marketing research [rɪˈsɜːtʃ] маркетингове дослідження

perceived [pəˈsiːvd] сприйнятий

channels of distribution [ˌdɪstrɪˈbjuːʃn] канали розподілу

marketing strategy [ˈstrætədʒi] стратегія маркетингу

to fill the needs and wants - задовольняти потреби та бажання

2. R ead and translate the following text: Hospitality Marketing

T he purpose of any hospitality business is to create and maintain profitable customers. Thus customer satisfaction leading to profit is the central goal of hospitality and tourism marketing.

To understand what hospitality marketing is we must first of all define marketing itself. According to Kotler, Bowen, & Makens, 1999, marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. In other words, marketing is a process for getting a company's product or service out to consumers. Therefore, hospitality marketing is about how segments of the hospitality industry promote their products or services.

While hotels certainly are a big part of the hospitality industry, they are not the entire industry. The hospitality industry is comprised of entertainment, food service, recreation and accommodations sectors. One may even say that hospitality marketing is unique because it deals not only with the tangible products, like a bed in the hotel or food in the restaurant, but also with the intangible aspects of the hospitality and tourism industry. It is about the experience in a trip and social status it brings eating in a fine-dining restaurant. It is about emotions and attitudes.

The most important part of any marketing is marketing mix, which consists of four P's for the traditional marketing plan: price, product, place and promotion. If marketers do a good job of identifying consumer needs, developing a good product and pricing, distributing and promoting it effectively, the result will be attractive products and satisfied customers.

However, this model must be modified for specific industries. The hospitality industry cannot directly adopt the marketing practices of firms with physical products as their primary outputs as it deals with services which are intangible, variable and inseparable from the client. That is why different hospitality marketing researchers have developed a hospitality marketing mix. According to Robert D. Reid and David C. Bojanic (Hospitality Marketing Management), it consists of five components:

1. P roduct-service mix

2. Presentation mix

3. Communication mix

4. Pricing mix

5. Distribution mix

The product-service mix is all products and services offered by a particular operation. The presentation mix is the 'look and feel' of the operation and includes personnel, atmosphere and physical location. The communication mix is the communication between the operation and the consumers, usually in the form of advertising, feedback and marketing research. The pricing mix is the actual price charged for products or services and perceived value by the customers. The distribution mix is all channels of distribution between operation and market, including the Internet and the physical site of the operation. Knowledge of all five components of the mix is helpful for managers who are developing marketing strategies.

To conclude it is important to stress once again that hospitality marketing is very critical in the success of any hospitality and tourism product. Proper marketing effort promotes a product or service that fills the needs and wants of the consumers and at the same time brings profits to the organization or country that features it.