农产运销学休闲产业行销.pptVIP

Perceived risk-1 Customers of hospitality products experience anxiety because they cannot experience the product first. Consider a salesperson whose manager asks her to set up a regional sales meeting. if the meeting goes well, her sales manager will be favorably impressed; if it goes badly, she may be blamed in arranging the meeting, the salesperson has to trust the hotel’s salesperson Good hotel salespeople alleviate client fears by letting them know they have arranged hundreds of successful meetings. * Perceived risk-2 A way to combat concern is to encourage the client to try the hotel or restaurant in a low-risk situation. hotels and resorts offer familiarization (fam) trips to meeting planners and travel agents airlines often offer complimentary flight tickets because they are also interested in creating business fam trips reduce a product’s intangibility by letting the intermediary customer experience the hotel beforehand The high risk people perceive when purchasing hospitality products increases loyalty to companies that have provided a consistent product in the past. * Capacity and Demand-1 Corporate management is responsible for matching capacity with demand on a long-term basis. unit managers are responsible for matching capacitywith fluctuations in short-term demand Managers have two major options for matching capacity with demand: change capacity or change demand. airlines swap small aircraft for larger aircraft onflights that are selling out faster than normal if a larger plane is not available, they can reduce demand by eliminating discounted fares charging a higher fare * Capacity Management Involve the customer in the service delivery system Cross-train employees Use part-time employees Rent or share extra facilities and equipment Schedule downtime during periods of low demand Change the service delivery system * Demand Management Use price to create or reduce demand Use reservations Overbook Revenue management Use queuing Shift demand Crea