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| Marketing must be part of the _________ of the organization, and the marketing function should be carried out by all _____ employees. |
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| In __________ firms, the marketing function is often carried out by a marketing department because many employees do not interact with the customer. |
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| No matter how much one spends on the __________ environment, the _________ environment has to be warm and friendly for guests to return. |
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| Richard Normann developed the term ______ of _______, which occurs when employee and customer have contact. |
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| The service delivery process is a combination of the tools employed by the firm's representative and the _______ and ________ of the client. |
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| The hospitality industry is unique in that ________ are a part of the product. Therefore, the hotel must have a staff that will perform well when in contact with customers. |
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| _________ marketing attracts guests, but this does little good if the ________ do not meet or exceed guest expectations. |
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| Internal marketing ensures that employees at all levels of the organization ________ the business and ________ its various activities and campaigns in an environment that supports __________ consciousness |
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| experience, understand, customer |
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| A major barrier to most internal marketing programs is _______ ___________ |
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| _____________ have been trained to watch cots and increase profits. Therefore, most company _________ systems are based on achieving certain cost levels. |
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| _________ must develop a service culture: a culture that supports guest satisfaction through policies, procedures, reward systems, and actions. |
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| An _____________ culture is the pattern of shared values and beliefs that gives members of an organization meaning, providing them with the rules for ____________ in the organization. |
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| The employee must have a degree of discretion over the _______ and _______ of the experience to ensure the customer's differing needs and expectations are met. |
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| When an organization has a _______ culture, the organization and its employees act as one. However, a company with a strong culture doesn't always have a ________ culture. |
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| A weak service culture results in __________ employees who cannot make decisions outside the rules and regulations. |
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| A strong service culture often means ________ service that does not have the limitations of a chain of command. |
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| The conventional organizational structure is __________. The CEO is at the peak, followed by the general manager, the department heads, line employees, and customers. |
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| The problem with the conventional organizational structure is that everyone is trying to please their ________. This takes attention away from the _________. |
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| An advantage of a strong culture is that it prepares employees to handle __________ _________ |
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| Management exhibits confidence in their ability to _______ and ________ employees by trusting their employees' decisions. |
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| Hospitality firms are now using technology to serve ______ customer transactions. In time, employees will be dealing with increasingly non-routine tasks. Self-confident ________ will take advantage of technology designed to enhance and hasten guest service. |
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| Managers must use the principles of marketing to _________ and _________ employees. They must research and develop an understanding of employee needs. |
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| Marketers can use marketing research techniques to ________ the employee market. Marketing mix factors include job, pay, benefits, location, and transportation among others. |
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| ___________ should be developed with prospective employees in mind, building a positive image of the firm for present and future _________ and _________. |
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| Advertising, employees, customers |
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| The service product is in part the _______ the employee delivers with the service experience. |
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| Service characteristics like ___________ require the employee to display more initiative, to cope more effectively with stress and to be more interpersonally ___________. |
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| Southwest Airlines considers employee training to be a _________ process, which is why they cross-train their employees on ________ jobs to enrich every employee's work experience. |
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| An employee's ________ to handle guest's requests help form an initial __________ of a hotel or a restaurant. |
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| An effective internal marketing program demands close cooperation between ________ and __________ management. |
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| marketing, Human Resources |
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| Organizations that lack _________ create an uncomfortable environment for the guest. Customers should not have to learn the hotel's organizational chart. |
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| If employees are not ________ about the company they work for and _____________ about the products they sell, it will be difficult to acquire and retain customers. |
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| enthusiastic, knowledgeable |
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| Companies that lead their industries in customer service emphasize _____________ and _________ experiences. To do this, they rotate new employees through all departments in a hotel. |
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| As employees' job __________, job ___________, and job __________ improve, their customer focus also improves. |
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| satisfaction, involvement, security |
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| Some common methods of managing _________ ___________ include monitoring overtime, avoiding double shifts, encouraging work breaks, and supporting fellow employees. |
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| If you want to improve employee performance, you must ensure that they accurately ________ the practices, procedures, and behaviors that are _________, _________, and _________ of them. |
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| perceive, rewarded, supported, expected |
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| Reward systems in the hospitality and travel industries used to be based only on meeting ___________ ___________ such as achieving certain labor and food costs or increasing revenue. |
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| Reward systems based on __________ ____________ are one method of rewarding employees in a customer-oriented company. |
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| The actions of management are one way that an organization ______________ with its employees. Management at all levels must understand that they are being watched for cues about expected __________. |
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| Hospitality organizations should use ____________ as part of their internal communication. Most companies distribute regular employee newsletters. |
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| Managers need to communicate company vision to employees and must in turn receive _________ _________ from the employees to determine how to adjust the company objectives. |
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| Hotels can use __________ and ___________ to provide employees with product knowledge. |
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| Without the proper information and support, employees will show __________ towards the implementation of new technology and policy. |
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| Employee ________ have been found to be a contributing factor in role playing, acting as a vivid cue that can encourage employees to engage in certain _________. |
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