Personal Selling Practices and Marketing Mix: An Exploratory Study of Hotel Catering in Taiwan

台灣國際觀光旅館宴會業務個人銷售實務與行銷組合之探討

10.6267/JTLS.2004.10(2)8

掌慶琳(Janet C. Chang)；劉元安(Yuan-An Anna Liu)

宴會業務 ； 個人銷售 ； 行銷組合 ； Catering sales ； personal selling ； marketing mix

觀光研究學報

10卷2期（2004 / 05 / 01）

127 - 140

英文

台灣國際觀光旅館宴會業務部門的營收往往佔了餐飲收入之50~60%強。因此，有必要去探討宴會業務人員之個人銷售技巧，並且藉由行銷組合分析來瞭解宴會業務部門之營運狀況。 本研究從個案研究的角度使用深度訪談法，分別於台北及台中等地訪談30 位國際觀光旅館宴會業務人員。研究結果顯示，個人銷售技巧最被重視的為達成預設之銷售目標以及維持良好的團隊精神。除此之外，滿足消費者特定需求與培養後繼之宴會業務總監，被視為所面臨的重要挑戰。此外，五家旅館之行銷組合亦分別討論。結論、建議與行銷意涵一併陳述，以為學術界與業者參酌之依據。

Banquet and catering income usually occupies 50-65% of the F&B revenue of a five-star hotel in Taiwan, which in turn accounts for 23-30% of the total revenue. Thus, it is imperative to explore the selling skills of the catering sales staff along with the understanding of the operation of the department of the catering sales of a hotel. Furthermore, the success of catering sales cannot be isolated from implementing marketing mix to fulfill a hotel's goal. This study employed 30 catering sales in-depth interviews among five hotels in Taiwan. Research findings showed that attaining the pre-planned sales performance targets and maintaining coherent teamwork are the personal selling and sales management strategies most often emphasized. Satisfying customers' unique demands and nurturing a successor for the catering director were difficult challenges and problems often faced by each of the surveyed hotels. Marketing mix of each surveyed hotel is discussed. Results, implications, and recommendations are also provided for both academic and practitioners' reference.

1. Berkowitz, E.,Kerin, R. A.,Hartley, S.W.,Rudelius, W.(2002).Marketing.New York:McGraw Hill.
2. Bowen, J. T.,Sparks, B. A.(1998).Hospitality Marketing Research: A Content Analysis and Implications for Future Research.International Journal of Hospitality Management,17(2),125-144.
3. Brooks, B.(2001).Values and Sales Success.The American Salesman,46(11),14-17.
4. Cross, J.,Hartley, S. W.,Rudelius, W.,Vassey, M. J.(2001).Sales Force Activities and Marketing Strategies in Industrial Firms: Relationships and Implications.The Journal of Personal Selling Management,21(3),199-206.
5. Doney, P. M.,Cannon, J. P.(1997).An Examination of the Nature of Trust in Buyer-Seller Relationships.Journal of Marketing,61(2),35-52.
6. Ford, N. M.,Walker, O. C.,Churchill, G. A.,Hartley, S. W.,M. J. Houston (ed.)q(1987).Review of Marketing.Chicago:American Marketing Association.
7. Futrell, C.(1998).Sales Management.New York:Dryden.
8. Gillham, B.(2000).Case Study Research Methods.London:Continuum.
9. Hammersley, M.(1992).What`s Wrong with Ethnography.London:Routledge.
10. Ketterer, M.(1991).How to Manage a Successful Catering Business.Van Nostrand Reinhold.
11. Kotler, P.(1996).Marketing Management.New Jersey:Prentice Hall.
12. Kotler, P.(1998).A Generic Concept of Marketing.Marketing Management,7(3),48-54.
13. Kotler, P.,Bowen, J.,Makens, J.(1996).Marketing for Hospitality and Tourism.New Jersey:Prentice Hall.
14. Levitt, T.(1925).Marketing for Business Growth.New York:McGraw-Hill.
15. Lincoln, Y. S.,E.W. Eisner,A. Peshkin (Eds.)(1990).Qualitative inquiry in education: The continuing debate.New York:Teachers College, Columbia University.
16. Luthy, M. R.(2000).Preparing the Next Generation of Industrial Sales Representatives: Advice from Senior Sales Executives.Industrial Marketing Management,29(3),235-242.
17. Makens, J. C.(1991).Hotel Salespersons: Enhancing Their Creativity and Efficiency.Cornell Hotel and Restaurant Administration Quarterly,32(1),52-57.
18. Marks, R.(1999).Personal Selling.New York:Prentice Hall.
19. Mattila, A. S.(1999).The Role of Culture in the Service Evaluation Process.Journal of Service Research,1(3),250-261.
20. Moncrief, W.,Shipp, S.(1997).Sales Management.New York:Addison-Wesley.
21. Morrison, M. A.(1989).Hospitality and Travel Marketing.New York:Delmar.
22. Moderated discussion with Richard Kalnins
23. Peter, J. P.,Olson, J. C.(1999).Consumer Behavior and Marketing Strategy.Singapore:Irwin/McGraw-Hill.
24. Quain, W.,LeBruto, S.,French, M.(1994).Second-Chance Selling.Cornell Hotel and Restaurant Administration Quarterly,35(5),76-80.
25. Reid, R.(1983).Foodservice and Restaurant Marketing.New York:CBI.
26. Rentz, J. O.,Shepherd, C. D.,Tashchian, A.,Dabholkar, P. A.,Ladd, R. T.(2002).A Measure of Selling Skill: Scale Development and Validation.The Journal of Personal Selling & Sales Management,22(1),13-21.
27. Rutherford, D. G.,Umbreit, W. T.(1993).Improving Interactions Between Meeting Planners and Hotel Employees.Cornell Hotel and Restaurant Administration Quarterly,34(1),68-80.
28. Shaw, M.,Morris, S.(2000).Hospitality Sales: A Marketing Approach.New York:John Wiley & Sons, Inc..
29. Stutts, A. T.(2001).Hotel and Lodging Management: An Introduction.New York:John Wiley & Sons, Inc..
30. Susskind, A. M.,Rupert, L. L.,Roman, M.(2001).Department of Food and Beverage Management School of Hotel Administration.Ithaca:Cornell University Press..
31. Taiwan Tourism Bureau(2002).2001 Annual Report on the International Tourist Hotels.Taipei:Taiwan Tourism Bureau.
32. Tutty, L. M.,Rothery, M. A.,Grinnell, R. M.(1996).Qualitative research for Social Workers.Boston:Allyn and Bacon.
33. Wigger, G. E.(1991).Catering to Every Whim: A Complete Guide to Catering Sales, Administration, and Operations.New Jersey:Prentice Hall.
34. Williams, A.(2002).Understanding the Hospitality Consumer.Oxford:Butterworth-Heinemann.
35. Woods, R. H.,Viehland, D.(2000).Women in Hotel Management: Gradual Progress, Uncertain Prospects.Cornell Hotel and Restaurant Administration Quarterly,41(5),51-54.

1. 陳建中、林麗華(2015)。帶點朦朧美：中式婚宴菜餚中度隱喻命名提升吸引力及購買意願。觀光休閒學報，21(3)，281-308。