Group classified by type, interest, size and originating source – Agent such as an agency making sales (of rooms, tickets, tours) on behalf of – the venue Wholesalers such as tour operators, airlines – Retail operators such as other venue operators – Government purchasers who traditionally attract a special rate but receive a – basic service Domestic or international customers. Trainer instructs trainees knowing the buying unit provides insight into: Prices to be charged Packages to be promoted Preferential booking for rooms and dining – Restrictions applying to products or services that can be charged to accounts. Slide Slide No Trainer Notes Trainer advises trainees the earning capacity of customers is another demographic characteristic. Knowing the amount of money people in the target market earn enables calculation of their disposable income and this has implications for: Prices charged wealthy customers may be prepared to pay more, poor – customers will mean the venue has to orient itself to lower prices and providing a more value-for-money experience Inclusions in packages wealthy customers may mean more inclusions with a – higher price, poorer customers may mean the inclusions selected are more aligned with activities, clothing and equipment, experience they are likely to have Quality of products and services offered expensive fixtures and fittings, food, – service, facilities and ambience cannot be provided if the venue is selling at a low price and hoping to make a profit. Five-star standards at a 3-star price is unsustainable. Slide Slide No Trainer Notes Trainer introduces ethnicity as another demographic characteristic. Knowing the ethnicity of people provides an insight into:
Group – classified by type, interest, size and originating source Agent – such as an agency making sales (of rooms, tickets, tours) on behalf of the venue Wholesalers – such as tour operators, airlines Retail operators – such as other venue operators Government purchasers – who traditionally attract a special rate but receive a basic service Domestic or international customers. Trainer instructs trainees knowing the buying unit provides insight into: Prices to be charged Packages to be promoted Preferential booking – for rooms and dining Restrictions applying to products or services that can be charged to accounts. Slide Slide No Trainer Notes Trainer advises trainees the earning capacity of customers is another demographic characteristic. Knowing the amount of money people in the target market earn enables calculation of their disposable income and this has implications for: Prices charged – wealthy customers may be prepared to pay more, poor customers will mean the venue has to orient itself to lower prices and providing a more value-for-money experience Inclusions in packages – wealthy customers may mean more inclusions with a higher price, poorer customers may mean the inclusions selected are more aligned with activities, clothing and equipment, experience they are likely to have Quality of products and services offered – expensive fixtures and fittings, food, service, facilities and ambience cannot be provided if the venue is selling at a low price and hoping to make a profit. Five-star standards at a 3-star price is unsustainable. Slide Slide No Trainer Notes Trainer introduces ethnicity as another demographic characteristic. Knowing the ethnicity of people provides an insight into:
TG_Promote_product_&_services_refined.docx