Заполните пропуски словами, данными в рамочке.

 

market situation, price, experience, product, people, knowledge, profit, goods, place, target groups, promotion, physical evidence, process

 

1. Marketing Department specialists study _________.

2. Marketing Department specialists analyze ________.

3. Managers must carefully diagnose situations; use their _________ to weigh all facts.

4. If the company gains new market share, its _______ increases.

5. If you want to increase profit, you must produce qualitative _________.

6. A marketing mix is a combination of seven Ps: _________.

 

Используйте синонимы вместо выделенных слов.

1. I am sure, that marketing is one of the areas of management.

2. No doubt, implementation of marketing concept begins and ends with marketing information about customers.

3. As a rule, a marketing strategy is a plan for the best use of organisation’ s resources to reach its objectives.

4. Marketing strategy developing involves selecting and analyzing a target market.

5. Today the market of hotel services is one of the most dynamic market areas.

6. Good TV commercials entice customers to learn more.

 

Преобразуйте предложения в страдательный залог.

Образец: Customers buy hotel services only for use at a definite place and definite time. – Hotel services are bought only for use at a definite place and definite time.

 

1. Hoteliers characterize a shoulder season as a season with an average demand and variation of prices.

2. We can divide the channels of distributing in the hotel business into direct and indirect ones.

3. Hotels widely use the advertisements in mass media and on the Internet.

4. The aim of the public relations of a restaurant-hotel complex is the development of bilateral connections with the general public.

 

Переведите предложения на русский язык.

1. This year we have made changes in the guest rooms.

2. We will change the furniture of retro design for modern high-tech design.

3. We reduced the number of the rooms having made them more spacious.

4. We enlarged the reception area.

5. Good unspoiled nature in this area gives us healthy food.

6. The hotel can offer the guests excellent beaches, tennis courts, and golf courses.

7. The management of the hotel equipped all the territory with the CCTV.

Поставьте данное в скобках прилагательное в сравнительную или превосходную степень.

Образец: Today the market of hotel services is one of the (dynamic) market areas. – Today the market of hotel services is one of the most dynamic market areas.

 

1. The (important) instrument in marketing mix is hotel product.

2. Price in the hotel business is (flexible) than in some other businesses.

3. The prices drop when the demand is (low).

4. Advertising, sale promotion, public relation, personal sale are the (cardinal) means of communication.

5. Communication is one of the (vital) elements of marketing mix in the modern hotel business.

Найдите лишнее слово в заданной цепочке слов.

production, manufacture, execution, representation, processing, generation, output

Составьте пять вопросов(вопрос к подлежащему, общий вопрос, специальный, альтернативный и разделительный) к данному предложению.

The hotel business has its own peculiarities.

 

Marketing in Hotel Business

The hospitality industry consists of the broad category of fields within the service industry that includes restaurants, lodging, event planning, theme parks, transportation, cruise line, and additional fields within the tourism industry. The hospitality industry is a several billion dollar industry that mostly depends on the availability of leisure time and disposable income. Today the market of hotel services is one of the most dynamic market areas. The development of marketing in the hotel business is determined as a priority of companies’ business. A rapid improvement of the competition in the hotel sector of economy requires the development of marketing activity in the area of hospitality. The hotel business has its own peculiarities and methods of the development of marketing activity. Thus, the marketing term HoReCa connected with the hotel business is widely used by Russian businessmen involved into the hotel business quite recently. The abbreviation HoReCa, the first letters of the English words Hotel-Restaurant-Café, is usually used for restaurant-hotel businesses. HoReCa is a specific services market and its marketing-mix has specific features. First of all, the specific nature of the hotel marketing is caused by the hotel product specificity. The hotel marketing product is a complex of services where accommodation, hotel service and food are the staple products. Marketing mix in the hotel business is a complex of instruments helping a hotel to have an effect on the target market. These instruments are 5 Ps: product, price, place, promotion, and people. The most important instrument is the hotel product. The hotel producthas the following peculiarities: the simultaneousness of production and consumption; seasonability; interdependency of hotel service and travelling aims. The specific features of the main hotel product – a hotel room – are its time and space fixity. Hotel services (lounges, food service, spas, fitness centres, parking space, business facilities, and so on) are considered to be the specific hotel product. They are bought only for use at a definite place and definite time. Price in the hotel business is much more flexible than in some other businesses. The hotel business is a seasonal business and its pricing policy is under the influence of the number of clients in different seasons: 1) the prices rise when hotel services demand grows (summer time, holidays and important events); 2) the prices drop when the demand is the lowest; 3) shoulder season is characterised by an average demand and variation of prices. Place, or location of the hotel, is a key factor for success. Place in marketing mix refers to the district the hotel is located in, existing transport routes and so on. It also refers to the place of the distribution channels where the hotel rooms are sold. The channels of distributing in the hotel business can be divided into direct and indirect ones. The direct channels are mail, e-mail, telephone and fax. The indirect channels are resellers, tourist agents, operators and independent hotel agents. Promotion refers to marketing communication. Advertising, sale promotion, public relations, and personal sale are the most cardinal means of communication. Communication is one of the most important elements of the marketing mix in the modern hotel business. The advertisements in mass media and on the Internet are widely used in the hotel business. The advertisement informs people about hotels and their services. Hotel advertising still focuses on print media (newspapers and magazines). Some hotels prefer television advertising. Good TV commercials entice customers to learn more. New media for advertising – Internet advertising and mobile advertising – continue to increase. The public relations of a restaurant-hotel complex are aimed at the development of bilateral connections with the general public and formation of positive attitude to its activity. Promotional activity is a marketing practice in hotel business which motivates clients and resellers by discounts, special actions, different shows and demonstrations. Personal salesmanship in the hotel business is sharing the most important information with one or several clients to motivate customers to buy hotel services. People working in hotel industry must be highly qualified. They represent the hotel, and are a subject for word-of-mouth advertising. Marketing mix gives the possibility to put into practice marketing activity of an enterprise in the hotel sphere successfully and to form a positive image of the hotel.

Задание 1. Прочитайте текст и разбейте его на абзацы.

 

Задание 2. Озаглавите каждую часть текста и передайте содержание каждого абзаца одним предложением.

 

Задание 3. Выделите основную идею текста и запишите ее на английском языке.

 

Задание 4. Скажите, какие предложения не соответствуют содержанию текста.

1. The hotel business has its own peculiarities and methods of the development of management activity.

2. The hotel marketing product is a complex of services where accommodation, hotel service and food are the staple products.

3. Marketing mix in the hotel business is a complex of 6 Ps: product, production, price, place, promotion and people.

4. Hotel advertising still focuses on print media, though some hotels prefer television advertising.

5. Promotional activity is a marketing practice in hotel business which motivates clients and resellers by discounts, special actions, different shows and demonstrations.

6. Marketing mix gave the possibility to put into practice marketing activity of an enterprise in the hotel sphere successfully and to form a positive image of the hotel.

 

Задание 5. Допишите предложения, поставив слова в скобках в правильную форму.

 

1. The task and ____ (response) of the marketing staff is to link producers and consumers’ interests.

2. New product development and_____ (price) are important marketing techniques.

3. Developing a new product a manager controls its quality, style_____ (pack) and warranties.

Задание 6. Прочитайте текст во второй раз и ответьте на следующие вопросы.

1. What does the hospitality industry consist of?

2. What does the hospitality industry cover?

3. Is the market of hotel services one of the most dynamic market areas?

4. What does the marketing term HoReCa mean?

5. What is marketing-mix in the hotel business?

6. What is a hotel product?

7. What is the scheme of promotion in hotel business?

8. What are the channels of distributing in the hotel business?

9. What does the pricing policy in the hotel business depend on?

10. In what way are specific peculiarities of marketing-mix pointed out?

 

Задание 7. Опираясь на информацию текста, сделайте краткое сообщение по теме" Marketing in Hotel Business".

Задание 8. Назовите дополнительную информацию к предложенной теме, не указанную в тексте.

Задание 9. Ответьте на вопросы по схемам.

1. What does the hospitality industry include?

2. What is marketing mix in the hotel business?

3. What are hotel product peculiarities?

4. What are price peculiarities in the hotel business?

5. What does place in the marketing mix refer to?

6. What are the channels of distributing in hotel business?

7. What does promotion in marketing mix refer to?

8. What can you say about people who work in hotel business?

 

Задание 10. Составьте аннотацию к тексту.

 

 ЗАДАНИЯ ПО ФОРМИРОВАНИЮ КОМПЕТЕНЦИЙ

       Этап двуединого процесса формирования ОК-2 (владеть одним из иностранных языков на уровне не ниже разговорного) и ОК-3 (логически верно, аргументировано и ясно строить устную и письменную речь, готовность к межкультурным коммуникациям) сводится к тренингу грамматических  и лексических единиц и подготовке презентаций и выступлений по заданной теме. Все упражнения пособия направлены на формирование у студентов компетенций ОК2, ОК3.                                            

       В рамках компетентностного подхода используются задания трех типов - на уровне «знать», в которых очевиден способ решения, усвоенный студентом при изучении дисциплины, задания на уровне «знать» и «уметь», в которых нет явного указания на способ выполнения, и студент для их решения самостоятельно выбирает один из изученных способов. Третий тип заданий - это задания на уровне «знать», «уметь», «владеть», содержание которых предполагает использование комплекса умений и навыков для того, чтобы студент мог самостоятельно сконструировать способ решения, комбинируя известные ему способы и привлекая знания из разных дисциплин.

Тесты для промежуточного контроля даны в разделе "Модульное тестирование тестирование".

Тесты для текущего контроля даны в ОКП модуля. Задания выполняются в виде тренировочного теста и являются формой текущего контроля.

Задания по формированию компетенции ОК2 –

 «владеть одним из иностранных языков на уровне не ниже разговорного»

Задание1.