1、Unit 8 HOSPITALITY MARKETINGSkills focusSkills focusReadingReadingunderstanding dependent clauses with passivesVocabulary focusVocabulary focusSynonymsnouns from verbsdefinitionscommon direction verbs in essay titles(discuss,analyse,evaluate,etc.)WritingWritingparaphrasingexpanding notes into comple
2、x sentencesrecognizing different essay types/structures:descriptive analytical comparison/evaluation argument writing essay planswriting essays8.1 Vocabulary8.2 Reading8.3 Extending skills8.4 Extending skillsA Study the words and phrases in box a.What do theyrelate to?They relate to marketing.8.1 Vo
3、cabularyB Study the diagram on the opposite page.8.1 Vocabulary1 What does the diagram illustrate?Describe the process.Its a diagram showing the steps marketing people go through to set up a marketing plan(the flowchart on the left),and the range of marketing options(on the right).One stage leads to
4、 the next in the flowchart.B Study the diagram on the opposite page.8.1 Vocabulary2 Which aspects of marketing are shown in the pictures?1 promotional material2 advertising3 direct mailC Look up each noun in box b in a dictionary.8.1 Vocabulary1 Is it countable,uncountable or both?2 What is its busi
5、ness/marketing meaning?3 What is a good synonym?4 What useful grammatical information can you find?C Look up each noun in box b in a dictionary.8.1 VocabularyWordC/UMeaning in businessSynonymUseful grammatical informationexpenseobjectiveopportunityperception C/Ucostsomething you set out to doa possi
6、bility that you see in the marketthe way people look at services and products;there is sometimes an implication that this view is wrong,e.g.,There is a perception that A is true,whereas,in fact CCC/Ucost,outlay,spending,investmentaim,targetchanceview,ideaU=refers to business expenses in generalC=ref
7、ers to costs claimed back by employeesplural:y changes to iesC Look up each noun in box b in a dictionary.8.1 VocabularyWordC/UMeaning in businessSynonymUseful grammatical informationstaffstrategytradeturnoverUpeople who work for a companya plan,or the process of planning,to ensure the success of a
8、business or aproduct;can be short-term or long-termthe area of business you are inthe amount of money earned by a business in a period of time(can also refer to the rate at which staff leave a company and are replaced staff turnover)C/UU/CUpersonnel(U),employees(C)planbusiness(volume of)sales,income
9、tends to be used with plural verb(the staff are)in BrE and singular verb(the staff is)in AmEadj=strategicusually uncountable in a business context,but can be countable when used to refer to specific,often manual,labour(trades such as carpentry)v=two words(turn over)D Study the two lists of verbs in
10、box c.1 Match the verbs with similar meanings.8.1 Vocabularyachieveallocate(to)attractboostdeclinegainperceiveretainprofitreserve(for)go downseemanage(to)appeal(to)keeppromoteD Study the two lists of verbs in box c.2 Make nouns from the verbs if possible.8.1 VocabularyVerbNounVerbNounachievemanage(t
11、o)allocate(to)reserve(for)attractappeal(to)boostpromotedeclinego downgainprofitperceiveseeretainkeepattractionappealboostreservationpromotiondeclinegainprofitprofitabilityperceptionretentionachievementallocationE Look at the text about marketing on the right.8.1 Vocabulary1 How does the writer resta
12、te the heading(Budget marketing)in the first paragraph?Budget marketing=strategies that reduce the cost of marketingE Look at the text about marketing on the right.2 Find synonyms for the italic words and phrases.Use a dictionary if necessary.8.1 Vocabularywords and phrasessynonymwords and phrasessy
13、nonymundercapitalizedUsuallyallocated tocostlyexpensesstaffanticipatedperceptioncollapsefalseshort of capitalreserved forcoststhought/expectedGenerallyexpensive/highemployees/personnelidea/viewincorrectfailureE Look at the text about marketing on the right.8.1 Vocabulary3 Write a paraphrase of each
14、sentence.Use:your own synonyms words from Exercises C and D passives where possibleExample:The perception that you can do withoutmarketing altogether is false.It is incorrect to assume that marketing can be ignored.E Look at the Hadford University handout.8.1 Vocabulary3 Write a paraphrase of each s
15、entence.Possible paraphrases:Budget marketingIt is common for small hospitality businesses to be short of capital.New businesses may have reserved funds for marketing,but they frequently find that things are more expensive than they had expected.So budget marketing techniques may be important to ens
16、ure the survival of the business.Small hospitality companies generally do not have the funds to hire marketing people or companies.If these things can be done by the companys own employees,less money will need to be spent on marketing.It is incorrect to assume that marketing can be ignored.F Study t
17、he information about the Hadford UniversityTourism operations course on the opposite page.8.1 Vocabulary1 Match the skills on the right(AP)with the modules on the left.1 Tourism industry knowledge9 Event management2 Workplace procedures10 Workplace operations3 Tourism administration11 Business devel
18、opment4 Information technology12 Financial management5 Product information13 Project management6 Bookings and quotations14 Leadership7 Sales and marketing15 Risk management8 Workplace safety16 Customer serviceMA(O,F,J)C(E,F)N(P,C,E)P(C)EI(B)O(J)H(G)FDLGA(K,D)J(O)BF Study the information about the Ha
19、dford UniversityTourism operations course on the opposite page.8.1 VocabularyModules:5,7,11,16.2 Which modules would you follow if you wanted to learn more about the marketing of tourism?F Study the information about the Hadford UniversityTourism operations course on the opposite page.8.1 Vocabulary
20、a brochure that is unclear 5 Product informationmeals that take too long to prepare and serve 16 Customer servicehigh staff turnover 10 Workplace operationsdouble bookings 6 Bookings and quotationsspending more than the business earns 12 Financial managementfrequent accidents 8 Workplace safety,15 R
21、isk management3 Which modules would be relevant to a tourism operator that had noticed the problems in box d in their organization?A Look at the names for hospitality outlets in the green box.8.2 Reading1.What type of marketing process is most likely to besuccessful for each product?Give examples.Pr
22、oductType of marketing processa casinoan eco-resorta gourmet restauranta health spaa local cafadvertising,special promotionsadvertising,special promotions,public relationsword of mouthspecial promotions,direct mailword of mouthA Look at the names for hospitality outlets in the green box.8.2 Reading2
23、 What could go wrong in the marketing process in each case?Possible paraphrases:Advertisement is placed in the wrong section of a magazine.People spreading bad stories about the food in a restaurant.Difficult questions being asked at a press conference.Wrong dates being printed on billboards.Fight i
24、n a caf stopping people from coming.Bad press/reviews.B Look at the four essay types on the right.8.2 Reading1 What should the writer do in each type?What the writer should dodescriptiveanalyticaldescribe or summarize key ideas/key events/key points.Give the plain facts.Could involve writing about:a
25、 narrative description(a history of something);a process(how something happens);key ideas in a theory;main points of an article(answers the question What is/are?)try to analyse(=go behind the plain facts)or explain something or give reasons for asituation;may also question accepted ideasand assumpti
26、ons(answers the question Why/how?)B Look at the four essay types on the right.8.2 Reading1 What should the writer do in each type?What the writer should docomparisonargumentcompare two or more aspects/ideas/things/people,etc.;usually also evaluate,i.e.,saywhich is better/bigger,etc.give an opinion a
27、nd support the opinion with evidence/reasons,etc.;may also give opposing writing opinions(=counter arguments)and show how they are wrongB Look at the four essay types on the right.8.2 Reading2 Match each essay type with one of the questions below the slide(AD).3 What topics should be covered in each
28、 essay question?QuestionTopicsDescriptiveAnalyticalD What are the basic components that make up tourism and hospitality products or services?Describe one or two products or services that you know which show evidence of these.listing of the components,e.g.,attraction,transport,accommodation examples
29、of companies and what they didC Explain why there are three distinctly different worlds within the hospitality industry and why it is difficult in a hospitality career to cross over from one to the other.different types of hospitality industries:what are they?the extent and reasons for their differe
30、nces examples of current types of organizations that represent each worldB Look at the four essay types on the right.8.2 Reading2 Match each essay type with one of the questions below the slide(AD).3 What topics should be covered in each essay question?QuestionTopicsComparisonArgumentA What are the
31、best marketing tools for a hospitality business and what are their advantages anddisadvantages?examples of marketing tools for a local hospitality business(e.g.,a restaurant)examples of advantagesexamples of disadvantagesB Hospitality is a service industry dealing in intangible goods.Therefore marke
32、ting must focus on experience.To what extent do you agree with this statement?definition of intangible goods in a hospitality context examples of marketing focusing on experience evaluation of how successful this strategy isC Read the title of the text on the opposite page and the first sentence of
33、each paragraph.8.2 Reading1 What will the text be about?The title of the text suggests that the text will look at marketing for the hospitality sector.The words Finding your way suggest these techniques may be a matter of trial and error,or at least development.Paragraph 1 will introduce the topic.P
34、aragraph 2 will explain the true nature of marketing.Paragraph 3 will talk about restaurants as an example of marketing.Paragraph 4 will deal with financing aspects of marketing.Paragraphs 5 and 6 are about how you can make income grow.Paragraph 7 will explain the concepts of external and internal m
35、arketing.Paragraph 8 will suggest that the way customers perceive things determines success.C Read the title of the text on the opposite page and the first sentence of each paragraph.8.2 Reading2 Choose one of the essay questions on the right(AD).Write four researchquestions which will help you to f
36、ind information for your essay.D Read the text.8.2 Reading1 Find out whether there is information for your essay question in the text andmake notes in your own words.2 Work with another person who has chosen the same essay question as you.Compare your notes.E Study the highlighted sentences in the t
37、ext.8.2 Reading1 What grammatical feature do these sentences share?All the sentences contain passive verb forms.E Study the highlighted sentences in the text.8.2 Reading2 Underline the passive verb forms in each sentence.Marketing is often considered to be just advertising and selling of attractions
38、,transport,accommodation and entertainment.Through marketing,the right product or service is matched to the right market or people.Efficiency in marketing is required for this.If an operator decides to build up their trade,there are certain matters which should be addressed before they begin.To attr
39、act more customers,both external and internal marketing should be applied.E Study the highlighted sentences in the text.8.2 Reading3 Rewrite each sentence in an active form.Example:Marketing is often considered to be just advertising and selling People often consider marketing to be just advertising
40、 and selling Marketing matches the right product or service to the right market or people.This requires efficiency in marketing.If an operator decides to build up their trade,they should address certain matters before they begin.To attract more customers,operators/companies should apply both externa
41、l and internal marketing.F Study the table on the right.1 Match each word or phrase with its meaning.8.2 ReadingWord/phrase1 localization2 intangible3 outlet4 negative growth5 external marketing6 internal marketingMeaningaddressed to clients outside the organizationdeclineembedding services and prod
42、ucts in the local settingplace of retail businessthe service and sales skills of people within the companyyou cannot see it/themF Study the table on the right.2 Underline the words or phrases in the text which the writer uses to give the definitions.8.2 ReadingSee Vocabulary bank.See Vocabulary bank
43、.You will often find new words in academic texts.Sometimes you will not be able to understand the text unless you look the word up in a dictionary,but often a technical term will be defined or explained immediately or later in the text.Look for these indicators:Understanding new words:using definiti
44、onsVocabulary bankVocabulary bankis or areMarketing is basically about brackets outlet(place of retail business).orAt the end of the marketing process we have the marketing campaign or the activities carried out to promote which localization,which involves ensuring that services andproducts are embe
45、dded in the local setting.Understanding new words:using definitionsVocabulary bankVocabulary banka comma or a dash()immediately after the word or phrase internal marketing service and sales skills.phrases such as that is,in other words the core activity of a business:that is,how the business does wh
46、at it does.In other words,how a company manages its marketing.Remember!Remember!When you write assignments,you may want to define words yourself.Learn to use the methods above to give variety to your written work.F Study the table on the right.2 Underline the words or phrases in the text which the w
47、riter uses to give the definitions.8.2 ReadingWord/phraseActual words giving the meaningPunctuation/vocab/structurelocalization intangibleoutlet,which involves ensuring that services and products are embedded in the local setting.word/phrase followed by comma+which involves(=explanation),that is,you
48、 cannot see them.word/phrase followed by comma+that is+comma+paraphrase(place of retail business).word/phrase followed by explanation in bracketsF Study the table on the right.2 Underline the words or phrases in the text which the writer uses to give the definitions.8.2 ReadingWord/phraseActual word
49、s giving the meaningPunctuation/vocab/structurenegative growthexternal marketinginternal marketing or decline,word/phrase followed by or+synonym is addressed to clients outside your organization.word/phrase followed by is+explanation service and sales skills.word/phrase followed by a dash+explanatio
50、nA Find the words in the box in the text in Lesson 2(page 65).1 What part of speech is each word?2 Think of another word which could be used in place of the word in the text.Use your dictionary if necessary.8.3 Extending skillsWordPart of speechAnother wordmisconceptionretainattend(to)objectivejusti
