Prepare a paper in which you analyze the role of sales and marketing in the lodging industry. In your paper, address the following:
o Examine the relationship between the marketing and sales in a lodging operation. How can they work together to improve the bottom line of a lodging operation?
o Discuss the importance of segmentation, targeting, and positioning (STP) in the lodging industry. What resources are available to lodging operations to help them segment and target a market?
o Explain the importance of the sales process in the lodging industry. What role does prospecting play in a comprehensive sales and marketing plan? How can a lodging operation use prospecting as a sales tool?