G0015第九部分销售工具.doc

SECTION 9 第九部分 SALES TOOLS 销售工具 Sales Tools, be they printed collaterals or otherwise, form an integral part of the overall success of a Marketing Strategy. 销售工具可以是指印刷品或其他的物品，是构成市场策略整体成功的一部分。 This section is dedicated to the analysis of all existing and proposed “tools” that your hotel wishes to produce from an objective point of view, i.e. from its utilization and cost impact. 本部分分析了酒店所希望生产的, 不管是现有的或计划中的“工具”，是在实现既能实惠使用又可节省成本两个基本目的前提下来考虑制作的。 In broad terms, sales tools are divided into “printed collaterals” and non-printed ones (other sales tools). 广义上来说，销售工具可分为“印刷品”和“非印刷品”（其他销售工具） “Printed Collaterals” are categorized as: / “印刷品”可分为 Generic / 一般性 Collaterals that are produced for a purpose other than hard selling a specific product / package or reduced selling price, i.e. Rack Brochure, Fast Facts, Tariff Sheet, etc. 制作印刷品的目的绝不是硬性的销售一个特定的产品, 包价或是降低卖价，如：宣传册，酒店简介，房价表等等. Tactical / 针对性 Collaterals that are specifically produced to sell a product or package with a promotional selling price. 印刷品是生产出来专门用来促销一种产品或包价的。 “Printed Collaterals Others” refer to non Rooms, Banquet or FB collateral, i.e. Health Club collateral, Business Center collateral, Welcome Card, etc. “其他印刷品”指除房间，宴会，或餐厅以外的其他印刷品，如健身中心，商务中心，欢迎卡等印刷品。 “Other Sales Tools” include sales presenters, video tapes, CD-Rom, etc. “其他销售工具”包括销售展示者，录像带，只读光碟等。 “Giveaways” are considered as a sales tool and hence, a section is dedicated to the analysis and objective planning of this. 赠品同样被视为销售工具，本部分将分析并做计划。 SECTION 9: SALES TOOLS 第九部分：销售工具 9a) Printed Collateral – Rooms (Generic / Tactical) 印刷品 – 房间 （一般性的/针对性的） 9b) Printed Collateral – Banquet Convention (Generic / Tactical) 印刷品 – 宴会及会务 （一般性的/针对性的） 9c) Printed Collateral – Food Beverage (Generic / Tactical) 印刷品 – 餐饮 （一般性的/针对性的） 9d) Printed Collateral – Others (Generic / Tactical) 印刷品 – 其他 （一般性的/针对性的） Guideline / 导引: Please use the format provided to compile your list of collaterals required for next year. 请用提供的格式整理明年所需要的印刷品清单。 If you