饭店情景英语（第二版）课件：Sales and Marketing Department 营销部

MajorContents营销部SalesandMarketingDepartment营销部???Whatdoesthesalesandmarketingdepartmentdoandwhatareitstasks?I.Leading-inBACKNEXTWhatdoesthesalesandmarketingdepartmentdo?TheSales&MarketingDepartmentgenerallyconsistsofdivisionslikesales,publicrelations,reservationandbanquetsales.Itisadecision-makingdepartmentofthehotelandplaysaleadingroleinhotelmanagement.市场营销部通常由销售部、公关部、预订部和宴会销售部等分部组成，属于酒店的决策部门，在酒店经营管理中起主导作用。I.Leading-inPREV.NEXTWhatdoesthesalesandmarketingdepartmentdo?Asthecentralorganizationofthedailyoperationofthehotel,itistheconsultantandstaffwhoprovidesrelevantmarketinformationforthegeneralmanager'sbusinessdecision-making.Atthesametime,itisalsothemasterplannerofthehotel'sinternalandexternalimage,andisthefunctionaldepartmentresponsibleforhotelmarketresearchandsalespromotions.I.Leading-inPREV.NEXTWhatdoesthesalesandmarketingdepartmentdo?作为酒店日常运行的中枢机构，市场营销部是总经理经营决策的顾问和参谋，为总经理经营决策提供各种市场信息。同时，它也是酒店对内、对外形象的总策划，是负责酒店市场调研和推销的职能部门。I.Leading-inPREV.NEXTWhatarethetasksofsalesandmarketingdepartments?ThemaintasksoftheSalesofMarketingdepartmentaretoorganizevariouspublicrelationsactivities,establishahotelimage,attractcustomersandcreateeconomicbenefits,determinethemarketingstrategy,formulatelong,mediumandshort-termsalesplans,carryoutvariouseffectivepromotionactivities,strivetoobtainahighermarketshare,striveforthemostreasonableaverageroomrateandthehighestroomoccupancyrateinthemarket,andcompletethetotalannual,quarterlyandmonthlyeconomicindicatorsissuedbythemanagement.I.Leading-inPREV.NEXT市场营销部的主要任务是组织各种公关活动，树立酒店形象，为酒店招徕客源，创造经济效益；确定营销战略，制定长、中、短期销售计划，开展各种行之有效的促销活动，力争获得较高的市场占有率，争取所在市场内最合理的平均房价和最高的客房出租率，完成酒店管理层下达的年、季、月度经济指标。I.Leading-inPREV.BACKWhatarethetasksofsalesandmarketingdepartments?

II.Tasks&JobDescriptionsBACKNEXT—Sales&MarketingDepartmentisresponsibleforawiderangeoftasks(jobdescriptions),whichincludebutnotlimitedtothefollowing:

市场营销部所涵盖的任务（及工作描述）包括（但不局限于）如下：Positioning&SegmentationofMarket定位、细分市场— Analyzinganddeterminingcustomermarkets,competitiveconditions,productssoldandservicesprovided.

分析和测定酒店的客源市场、竞争状况和销售的产品和服务项目。

II.Tasks&JobDescriptions— Establishingmarketpositionandsegmentingspecificmarketshares.

确立市场方位，并细分具体的市场份额。PredictingMarketVariations预测市场变化— Focusingonthedevelopmentandresearchofpotentialmarketsbeforethechanges.Proactivelyandregularlyreportingmarketconditionstothemanagement,andprovidingmarketinformationandadviceforthehotelmanagementdecisions.

市场还没有变化之前，就要着眼于潜在市场的开发和研究。主动、定期地向管理层报告市场情况，为酒店经营决策提供市场信息和咨询。PREV.NEXT

II.Tasks&JobDescriptionsPricingandClassifyingPromotions定价及分类促销—Onthebasisofthehotelmarketpositioning,combiningtheadvantagesanddisadvantagesoftheproductsandservicesinthehotel,researchinganddevelopingpracticalpricepolicies,whichareconducivetothepromotion&operationofthehotelandtotheimprovementofhotelefficiency.

根据酒店市场定位，结合酒店的产品和服务优劣势，研究并制定好切实可行的价格政策，有利于酒店的推销和经营，有利于酒店效益的提高。PREV.NEXT

II.Tasks&JobDescriptions—Classifyingthesourcestructureofthehotelcustomers.Developingaregularpromotionplanaccordingtothemarketclassificationandorganizingspecialteamstocarryoutcorrespondingpromotion.

对酒店的客源结构做出分类。根据市场分类，制订定期促销计划，组织专人进行相应促销。EstablishingSalesNetworksandDistributionChannels建立销售网络及分销渠道PREV.NEXT

II.Tasks&JobDescriptions—Establishinganextensivesalesnetworkandsalesdistributionchanneltoattractcustomersforthehotel.

建立广泛的销售网络，为酒店招徕客源SalesCallsandReturnVisits,ParticipationinTravelThemeExhibitions销售拜访及回访，参加旅游主题会展— Keepingclosecontactwithgroupsandindividualsfromoverseasandlocaltravelagencies,companies,governments,associations,embassiesandconsulates,andscatteredguestswhoperformofficialortouristvisitsintheregionbyregularsalescallsandvisits,andholdingregularorirregulareventsoractivitiesofinterests,invitingrelevantpeopletoparticipatetoPREV.NEXT

II.Tasks&JobDescriptionsparticipatetoenhancetheirunderstandingofthehotel.通过定期销售拜访及回访与海外及本地区各大旅行社、公司、政府、社团、使领馆以及到本地区履行公务或旅游访友的零散客人等团体及个人保持紧密联系，定期或不定期地举行各种活动，邀请相关人士参加，以增进他们对酒店的了解。PREV.NEXT

II.Tasks&JobDescriptions—Sellingthroughletters,advertisements,commissionedagents,door-to-doorvisits,andsalespromotionmeetings,participationininternationaltradefairsandinternationalsalesorganizationsdirectlytothesourceofcustomerresidence.

通过信函、广告、委托代理商，上门推销，举办推销会，参加国际性展销会和国际性销售组织等手段把销售工作做到客源居住地。ReceivingReservationsandConductingin-storePromotionsManagement接收预订并开展店内促销管理PREV.NEXT

II.Tasks&JobDescriptions—Receivingreservationsfromin-houseguests,e-mails,correspondence,fax,phones,internetanddistributors.Ensuringtosatisfythecustomers’needstothemostandthattheinformationisaccuratelycommunicatedtothebusinessdepartment.

接受来自在店客人、邮件、信函及传真、电话、网络及分销商的有关预订，尽最大努力满足客户的需求，并确保信息准确无误传达到营业部门。PREV.NEXT

II.Tasks&JobDescriptions—Keepingintouchwithin-housegueststohelpthemsolveproblemsrelatedtolife,serviceandreceptionduringtheirstay.Followingcustomersandvisitors,solicitingopinionsofguests,solvingdifficultproblemsofguests,andcoordinatingtherelationshipbetweendepartments,etc.

保持与客人的接触和联系，帮助客人解决在住店期间的有关生活、服务、接待方面的问题。就在店客户进行跟踪服务，走访客人，征求客人意见，解决客人的疑难问题，协调部门之间的关系等。PREV.NEXT

II.Tasks&JobDescriptionsPromotionandBookingofBanquets,Events,Conferences,Exhibitions,etc.宴会和会议、展示会等的推销、预订工作PREV.BACK(C:Conventionmanager

G:Mr.Smith)C:Goodmorning,sir.MayIhelpyou?G:Yes.I’mHenrySmith,inroom1206.I’mheretoaskyouaboutholdingameetingatyourproperty.C:Happytobeofhelptoyou.Wehaveafully-equippedconventioncenterthatprovidescompletesecretarialservice,twomulti-functionhallswithexcellentaudiovisualequipment,andotherthreemeetingroomsofsmallersizes.Hereisoursupportfacilitieslistwithprices.III.DialoguesBACKNEXTDialogue1IntroducingHotelMeetingFacilityG:Thankyou.Letmesee.Well,wewillhaveanannualconventionoftheInternationalTradingAssociation.Theattendeesaretopbusinessmenacrosstheworld.C:CanIseethenamelistoftheattendees?G:Certainly.Hereitis.C:Oh,Isee.Thereare150attendees.Ithinkourmedium-sizedmeetingroomcan serveyourpurpose.III.DialoguesPREV.NEXTG:Great.Doyouhavesufficientnumberofbreakoutrooms?Predictably,wewillhaveseveralseminarsaftertheplenarysession.C:Atthistimeofpeakseason,we’llusepublicspaceifnecessary.Hereistheconventionbrochureshowingthedetailsaboutmeetingfacilities.G:Thankyou.Ishallconsultwiththepresidentoftheassociation.I’llletyouknowassoonaswehavedecided.C:Thankyouforcoming.Welookforwardtoseeingyouagainsoon.III.DialoguesPREV.NEXTC:Nicetomeetyou,Mr.Smith.Takeaseat,please.G:Mypleasure.Thanks.C:Wereallyappreciatetheopportunitytoserveyourgroup.Italsomeanslotsofnegotiationsbetweenus.III.DialoguesDialogue2ChangingtheMeetingServicesPREV.NEXT(C:Conventionmanager

G:Mr.Smith)G:Youareright.I’mheretotalkwithyouaboutthechangingofourmeetingservices.Lasttimewemadeadecisionthatwewanttorentthemedium-sizedmeetingroom,andwe’dliketohavebuffetsserviceforthecatering.Butnowwehavethenewsthattherewillbeover300peopletocomeandwewanttochangetheservingstyleofbanquets.We’dliketobookalargerballroomandthebanquetswillbeservedinFrenchService.Isthatallright? III.DialoguesPREV.NEXTC:Noproblem,sir.I’dlikeyoutomeetourconventionstafffordetailsofmeetingandcateringrequirementsassoonaspossible.Wewillarrangeforyoutoinspectourproperty,say,fourweeksfromnow.Isitokforyou?G:Fine.Whenwillthepre-conferencemeetingbeheld?C:Twoweeksbeforetheevent.Bythenwecanestablishroomratesandfood&beveragerates.Anyway,I’llsendyouthetimelinetoyourroomsoon.G:I’mexpectingit.Thankyouverymuch.III.DialoguesPREV.NEXTC:Mr.Smith,wewillshowyouthefacilitieshereinthemeetinghall.G:OK.Goahead,please.C:Thiscentercancomfortablyseat400guests.Andthisisthe600-square-meterstage.III.DialoguesDialogue3OfferingSpecialServicesPREV.NEXT(C:Conventionmanager

G:Mr.Smith)G:Isitmovable?Youknow,thereistobeanawardingceremony.Andweneedraisedtiersforthoseprizewinners.Moreover,someofourkeynotersmayuselaptopcomputer,socanthisscreenbeconnectedtotheprojector?C:Don’tworry,sir.Thecenterstagecanberaisedorloweredintiers.Thekeynotersalsocanconnecttheirlaptoptotherearscreenprojectoroverthelectern.III.DialoguesPREV.NEXTG:That’sgood.Bytheway,wealsowanttheaudiencetoparticipateinthediscussion.Isthatpossible?C:Pleasedon’tworry,Mr.Smith.Arovingmicrophonewillcomeinhandy.G:Itsoundswonderful.I’msatisfiedwiththesefacilities.III.DialoguesPREV.BACKIV.Words&ExpressionsBACKNEXTconventionn.会议 propertyn.物业；地产multi-function多功能的 secretarialservice文秘服务annualadj.年度的 audiovisuala.视听的 InternationalTradingAssociation国际贸易协会attendeen.与会者；参与者 sufficienta.足够的 IV.Words&Expressionsbreakoutroom分组讨论室 seminarn.研讨会plenarysession全体会议 peakseason旺季brochuren.介绍手册 negotiationn.讨论；商量cateringn.餐饮服务 banquetn.宴会timelinen.时间表FrenchService法式服务（服务员在餐桌旁将每种菜直接从大盘中送入每位客人的小盘）PREV.NEXTIV.Words&Expressionsstagen.舞台awardingceremony颁奖仪式 raisedtiers凸出平台 prizewinnersn.获奖者keynotern.主要发言人 laptopn.笔记本电脑；小型电脑screenn.屏幕

projectorn.投影仪 lecternn.讲台

participatev.参加；参与rovingmicrophone移动话筒comeinhandy派上用场PREV.BACKVI.Exercises1.Makedialoguesaccordingtothesituation.BACKNEXTExample:(C:ConventionManagerG:Mr.Smith)G:Goodmorning.WearegoingtohaveacongressnextTuesday.I’dliketobooksomefacilitiesandpersonnelforit.Situation:Mr.Normanisgoingtohaveacongress（会议）nextTuesday.HecomestoS&MDept.toaskforsomeinformationaboutfacilitiesandpersonnelforit.VI.ExercisesC: Certainlysir.Hereistheratelist.G: Thankyou.C: Youarewelcome,sir.NextTuesday…that’sMay13th,isn’tit?G: Yes,weneedanauditoriumfor40people,aprojectorandavideo-camera.C: 40people…Isuggestyoutorentasmallauditorium,that’llbeenough.G: Goodidea.Ialsoneedaninterpreterandtwomessengers.PREV.NEXTVI.ExercisesC:Isee.Couldyoupleasesignhere?Andalsoyourtelephonenumber,please?G:OK.C:Thankyou,sir.EverythingwillbereadybyFridayafternoon.Couldyoucomeandcheckit?G:Sure,thanks.C:Youarewelcome,sir.Welook forwardtoseeingyou.

PREV.NEXTVI.Exercises2.TranslatethefollowingpassagesintoChinese.1)Therearemanybenefitstobederivedfromexhibitingatashow.Typicallyheldonanannualorbiannualbasis,itisanexcitinglook-forward-toevent:everyoneiswonderingwhatitwillbelike,whoshallbethere,whatwillbedifferentandnew,whatmayhappenandsoon.Justbybeingthere,youcanhelptoestablish,changeormaintainyoureputationandstatusinthefield.Inmanyinstancesyoualmosthavetobepresentto“keepupwiththeJoneses”.Yourabsencecouldbeviewed—correctlyorincorrectly—asabadsign,possiblyevenofimpendingbusinessfailure.PREV.NEXTVI.Exercises参考译文：1)在展会上展出有很多好处。通常每年或每两年举行一次的展会是一个令人兴奋的前瞻性事件：每个人都想知道它是什么样的，谁会出席，有什么新的不一样的东西，会发生什么事情等等。只要在那里，你就可以帮助建立、改变或维持您在该领域的声誉和地位。在许多情况下，你几乎必须在场才能“跟上趟儿”。你的缺席可能会被有理或无理地视为一个坏迹象，甚至可能被视作大势已去。PREV.NEXTVI.Exercises2)Theconventionbusinessisveryprofitableforthehotelindustry.Aconventionguaranteesago