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Файл:Английский язык. Ч.3. Учебное пособие для студентов бакалавриата, обучающихся по направлению «Туризм», профиль «Международный туризм»
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4) Hospitality sales differ from sales of consumer goods
because the former are both tangible and intangible
products.
13. Fill in the table on the basis of the text. Be ready to comment upon it.
The hospitality
industry
14. Fill in the gaps using the words from the box.
Marketing Destination
marketing
A to build rapport with clients B to existing
customers C the product and services D are
made to walk-ins inquiry E to explain how your
property F to be of service G tour operators H
within a small geographic area I the potential
guest J property employees K know L the most
effective means M sound polite N cold calls
The personal sales call is often (1) of customer contact, especially when directed at volume movers of the leisure, business and meetings market. A personal sales call is used (2)
or potential clients and sell them (3). One type of
personal sales call is (4) or prospect calls which can either
be made in person or by telephone. Prospect calls are
usually made (5) with a minimum amount of time spent
on each call. Public relation calls are made (6) to enhance
the relationship. Presentation calls are made to individuals
committees or groups (7) can meet their needs and to ask for
their business. Inside calls (8) about the property or to
group buyers, such as (9) and meeting planners.
When using the telephone, (10) must communicate
warmth and willingness (11). Telephone etiquette begins by
letting (12) that he or she is important to the property. It is
important that the property’s representative should (13) and
understanding and that the unseen guest should feel that
someone is concerned about what he or she has to say.
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15. Use the information from ex. 14 and act out a conversation on the phone between a customer and a sales person
a) from the hotel sales department; b) from a travel
agency.
16. Work in pairs and discuss the importance of destination
marketing and marketing in the hospitality industry.
Student A is an interviewer.
Student B is a specialist in the tourism industry.
17. Write a summary of the text.
18. Write a letter of application for the following position:
Sales Representative Job Duties
1) Services existing accounts, obtains orders, and
establishes new accounts by planning and organizing
daily work schedule to call on existing or potential
sales outlets and other trade factors.
2) Adjusts content of sales presentations by studying
the type of sales outlet or trade factor.
3) Submits orders by referring to price lists and product
literature.
4) Keeps management informed by submitting activity
and results reports, such as daily call reports, weekly
work plans, and monthly and annual territory
analyses.
5) Monitors competition by gathering current
marketplace information on pricing, products,
new products, delivery schedules, merchandising
techniques, etc.
6) Recommends changes in products, service, and policy
by evaluating results and competitive developments.
7) Resolves customer complaints by investigating
problems; developing solutions; preparing reports;
making recommendations to management.
8) Maintains professional and technical knowledge
by attending educational workshops; reviewing
professional publications; establishing personal
networks; participating in professional societies.
62
19. Case study: SWOT analysis of India. Study the following
data and prepare similar SWOT analysis of any country
that is a popular tourist destination.
STRENGTHS
• Vast geography with
forests, deserts,
mountains and
beaches
• Varied culture
• Abundant
in historical
monuments
• Knowledge of
English by majority
of local people
• Developed transport
facilities
WEAKNESSES
• Lack of adequate
infrastructure
• Safety and security
of foreign tourists
• Lack of maintenance
of monuments and
other historical
buildings
• Many languages and
dialects
OPPORTUNITIES
• Increased
privatization
• Medical tourism
• International sport-
ing events
• Go-green initiative
• World-class hotels
and airports
THREATS
• Terrorism
• Tensions with Paki-
stan
• Lack of promotion
• Economic slowdown
• Poverty of the local
population
20. Watch a video and do the tasks (Appendix 1).
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2.2. The Marketing Mix
in Tourism
Lead- in
1. Answer the questions:
1) What is marketing mix? What are its elements?
2) What pricing strategies do you know?
3) What methods of distribution do they use in business?
2. Comment upon the statements:
1) “Value is more expensive than price.” Toba Beta, Master of Stupidity
2) “Price is what you pay. Value is what you get.” Warren Buffet
3) “A brand is no longer what we tell the consumer it is –
it is what consumers tell each other it is.” Scott Cook
4) “Our jobs as marketers are to understand how the
customer wants to buy and help them do so.” Bryan
Eisenberg
Vocabulary
1) product (n.) – продукт, разработка
tourism product– туристский продукт
to develop a product – создать, разработать продукт
to design a product – оформить продукт
2) price (n.) – цена, стоимость
sales price (n.) – цена продажи, реализации, отпуск-
ная цена
pricing policy (n.) – ценовая политика, тарифная по-
литика
3) assets (n., pl.) – активы, основные фонды, ресурсы
4) attraction (n.) – привлекательность, достопримечательность
5) to awaken interest – вызвать интерес
6) locate (v.) – установить местонахождение, поместить в определенное место
location (n.) – расположение, локация, территориаль-
ное подразделение компании
64
located (adj.) – расположенный
7) facility (n.) – сооружение, услуга, льгота, приспосо-
бление
facilitate (v.) – способствовать, облегчить, обеспечить
проведение
8) to execute a strategy – выполнить стратегию
9) to bring into focus – сосредоточить внимание на
чем-либо, дать ясную картину
10) generic (adj.) – общий, типичный, характерный
11) travel channels – каналы, посвященные
путешествиям
12) to drive sales – увеличить продажи
13) walk-in business (n.) – клиенты с улицы
14) travel website (n.) – туристический вебсайт
15) comparator website (n.) – сайт компаратор
16) tour operator (n.) – туристическая фирма
17) to endow (v.) – обеспечить постоянным доходом,
предоставлять привилегии
endowment (n.) – обеспеченность
capital endowment (n.) – наличие капитала, донор-
ский капитал
18) to bargain (v.) – торговаться, договариваться
bargaining (n.) – торги, переговоры, заключение
сделки
bargaining power (n.) – переговорный потенциал, воз-
можность диктовать свои условия
19) commission (n.) – комиссия, процент с продаж
to get, receive commission получать процент с продаж
20) season (n.) – сезон, время года
seasonal (adj.) – сезонный
seasonal rate – сезонный тариф
3. Study the Vocabulary list above and nd the phrases in
the text below. Be ready to sum up the context in which
these phrases are used in the text.
65
4. Fill in the gaps using the verb “locate” and its derivatives.
1) The property, formerly a garage, is centrally _____ and
convenient to all amenities. Despite its convenient
______ at the top of Broughton Street, this bar has
never really taken off.
2) About half of the users now access the Internet from
more than one _____.
3) What shapes people today, what makes them
behave as they do, how they behave is a mishmash,
an amalgamation of the huge collection of exploded
fragments of cultural entities which are not clearly
geographically _____.
4) The strength of the park district is the convenient
______ for ski enthusiasts.
5. Match the words to make collocations.
Verb+noun Adjective + noun
to compose around an
potential resources
attraction
to inform competitive-
ness
to organize
smth
a marketing
mix
natural and
sales
cultural
an inclusive bargaining
power
to locate direct services
to access the potential
indirect sector
customer
to awaken through
competitive sales
walk-in business
to increase a business non-durable consumers
to distribute
the product
to sell tourist desti-
erce competition
considerable industry
seasonal industry
nations
to inspire a visitor’s
interest
a relatively
fragmented
prices
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6. Fill in the gaps with the collocations from 5.
1) Туристская отрасль относительно фрагментирована,
характеризуется ожесточенной конкуренцией.
2) Прямые продажи в отличие от непрямых продаж
осуществляются по телефону, клиентам «с улицы»
и через вебсайт компании.
3) Тур должен быть организован «вокруг»
места, способного вызвать интерес со стороны
потенциальных покупателей своими природными
и культурными ресурсами.
4) В формуле маркетинга необходимо продумать
каналы распределения туристского продукта.
5) Ценообразование в туризме – сезонный сектор, так
как тарифы варьируются в зависимости от сезона.
7. Read the Text A and say if the marketing mix in the
tourism industry differs from the marketing mix as it is
traditionally understood.
Text B
The ve Ps (product, price, place, promotion and people)
are the elements of the marketing mix. The marketing mix in
tourism includes 1) that will be offered and the factors that
compose it; 2) place of distribution; how the product/service
will get to the client; 3) sale price of the product and pricing policy to be applied; 4) promotion to inform the potential
consumers about the product and its qualities; and 5) people
whose expertise, skills and attitudes are the key elements of
the brand.
A tourism product is the set of assets and services that
are organized around one or more attractions in order to meet
the needs of visitors. Key ingredients of a tourism product
consist of attractions, facilities and services, and accessibility.
Attractions are the “raw material” of the tourism product
and as such are part of the territory where the business is
located. They consist of the natural and cultural resources,
places and events that, by their characteristics or location in
a context, awaken the visitor’s interest and motivate his/her
action.
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Tourist facilities refer to the infrastructure, equipment
and services that make the tourism activity possible: the tourist enjoys the attractions and does so in a safe environment.
Accessibility facilitates visitors to access the tourist destinations, including infrastructure, transport and communication services.
Tourism product development aims at long-term sustainable development by the execution of a number of strategies.
These strategies bring into focus a generic idea to increase
competitiveness, build an inclusive industry by promoting
closer integration of people and develop and maintain the environment.
In relation to the marketing mix, place refers to how an organization will distribute the product or service to the end user
or consumer. Distribution is the process by which the tourism
product is circulated through travel channels and agents that
are in direct and indirect contact with tourists. Knowing where
your potential customers search for information and being visible in those places/channels is the key to driving sales.
There are 2 main channels of distribution in tourism:
1. Direct sales (both online and ofine) are primarily
made via your website, but also via the phone and
walk-in business;
2. Indirect sales (both online and ofine) are made
through online tour operators (OTAs including comparator sites), tour operators, travel agents, group organisers and other travel websites.
Tour operators are companies that design and produce a
large amount of tourist packages, which are later sold through
their own travel agencies or other wholesalers or retailers,
under one or more brands. These businesses own and control
various components of the tourism operation chain, such as
airlines, hotels, bus companies, networks of retail travel agencies, insurance, etc. This gives them great autonomy, competitive prices and considerable bargaining power.
Small operators in countries of origin are also an alternative. They operate in small businesses with limited staff, their
endowments of capital and their scales of operations do not
allow them to join the distribution channels and marketing of
wholesale carriers.
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Distribution strategies need to be adapted to the type of
product marketed. Tourism products can be distributed intensively, exclusively or selectively.
Determining a price means nding balance and coherence between internal and external business factors. The internal factors affecting pricing include organization, costs and
expected prots. The external factors include the consideration of market realities in terms of uctuations in demand,
the purchasing power of customers and competitive prices.
Other issues to consider in the pricing strategy in tourism
are as follows:
• experiences are sold and each customer values them
differently;
• it is a relatively fragmented industry that inspires
erce competition;
• the system of commissions is very distinctive and sig-
nicantly inuences the nal price: a basic price could
be doubled, depending on the power of intermediaries;
• it is a very seasonal sector: rates vary by season,
weather and the day of the week;
• it provides non-durable services: if a place is not sold
before a certain date it loses its use value and therefore its sales value. Accordingly, there are “last minute” low rates.
Promotion is the process (set of means and actions) designed to inform potential visitors about the tourism product
offered, sharing with them its most attractive and innovative
attributes. As such it is usually integrated with distribution
and implies communication activities, including advertising.
But it is worth stressing that the mechanism called “word
of mouth” remains the main method of promotion. Along with
the loyalty of customers, the “unstructured” means are the
most affordable, offering higher yields for small businesses at
a lower cost. Therefore “invest in quality and save on advertising” is denitely the motto.
The last P, people play a vital role in effective marketing. In
fact, they represent the actual service one is marketing and are
also a critical factor in service business. Most tourists can think
of a situation where the personal service offered by individuals
has made or tainted a tour, vacation or restaurant meal. Re-
69
member, people buy from people and people buy a service that
they like, so the attitude and skills of all staff constitute the
main aspect of the brand and dene the service quality.
http://www.ilo.org/wcmsp5/groups/public/---ed_dialogue/---sector/
documents/instructionalmaterial/wcms_218329.pdf
8. Answer the questions.
1) How many elements does a marketing mix in tourism
consist of?
2) What are the characteristics of the tourism product?
3) What are the key ingredients of the tourism product?
4) What does tourism product development aim at?
5) What does “place” refer to?
6) How is tourism product distributed?
7) How is price determined in the tourism industry?
8) What are the issues to consider in the pricing strategy?
9) How is promotion characterized?
9. Mark the statements as T/F/NM.
1) The marketing mix in tourism includes what will be
offered for sale, when, where and how.
2) A tourism product is organized around a number of
attractions interesting to travel agents.
3) Attractions include natural resources, cultural places
and events that can generate interest in visitors.
4) Distribution is the process that is implemented
directly specialized travel channels and agents.
5) The internal factors affecting pricing include
organization, costs and expected prots.
6) The external factors include the consideration of
market realities in terms of uctuations in demand,
the purchasing power of customers and competitive
prices.
7) Experiences that are sold by travel agencies are
valued differently by different customers.
8) The nal price of a tourism product is not inuenced
by commissions of tour operators or agents.
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