Question: A 5-star hotel group has successfully positioned itself as the business travellers preferred chain. The group plans to initiate sales promotion scheme to achieve the

A 5-star hotel group has successfully positioned itself as the business travellers preferred chain. The group plans to initiate sales promotion scheme to achieve the following objectives:

To enhance weekend occupancies.

To induce trial purchase by competition users.

To reinforce perception of the hotel as an exclusive product that admirably fulfills all hospitality needs of high-profile executives travelling on work, even their emotional needs.

(i) Suggest a sales promotion scheme for fulfilling the above objectives.

(ii) Which communication medium would you suggest to communicate?

information about the sales promotion offer and why?

(b) What is the impact of a service guarantee on the perceived risk customers experience in purchasing services?

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