SayPro INTERNAL DATA.

The component of a marketing information system that is the simplest to design and implement is an internal system, or the component designed to collect data from within the organizational environment. When considering the organizational environment, management needs to be concerned only with information available from within the physical confines of the organization’s units, whether they are hotels or restaurants. This component of a marketing information system requires less time and money than does the competitive environment or externally generated marketing information. The internal component of a marketing information system is very valuable to management because it provides a wealth of information. Management has three main sources of internal marketing information: guest histories and sales data, employees and management staff, and customer feedback.Pertinent guest information should be obtained by hotels for the purpose of analyzing sales data.• Guest histories and sales data. No rules can tell a manager exactly what records should or should not be maintained. The management of every hospitality organization must make this decision based on individual needs. Within a hotel operation, the minimum records that should be maintained are both individual and group guest histories. These will permit management to have knowledge and monitor changes in zip code origin of guests, length of stay, guest expenditure per day, and other pertinent data concerning guests. Within a restaurant operation, the records maintained should include customer counts for each meal period and sales for each menu item over a specified period of time. Many larger organizations have a sophisticated management information system in place. However, for the smaller organization, the design of a management information system is much easier than it has been in the past. Many point of- sale terminals interface with personal computers, making the transfer of data to off-the-shelf database management and accounting software relatively easy. By using a personal computer, a manager is better able to manage the data. The quality and ease of use of off-the-shelf business softwaresuch as Microsoft Office make it far easier for a manager to capture and analyze large databases. It is more common for managers to conduct more sophisticated statistical analysis of the database of customers and to mine the database for keys to increasing the volume of business from current customers. It is obvious that, with accurate information readily available, a manager is more likely to consult such marketing information prior to making a marketing decision.• Employees and management staff. All too often, hospitality management ignores the wealth of information that is informally gathered by hourly employees such as front desk personnel, telephone operators, restaurant service people, and hosts and hostesses. These individuals are in constant contact with guests, yet they are rarely asked to relay customer comments and reactions to operational changes, such as new menu items or guest room décor changes. These employees represent an excellent source of information, although the information they provide may not be totally objective. It is a good idea for management to meet with employees on a regular basis to discuss problems and opportunities. Employees crave recognition from their supervisors; this recognition increases the employee’s satisfaction and commitment to the organization. All employees need to be exposed to some motivational techniques, although managers often ignore the simple and basic needs of employees as individuals.• Customer feedback. The focus of the marketing concept is the hospitality operation’s clientele. All aspects of the entire operation should be aimed at satisfying these individuals. The purpose of using an internal marketing information system is to solicit opinions and comments from the current clientele. This can be done in a number of ways, such as having the manager talk with a few of the customers or having service personnel check with the customers. One method used frequently is the comment card. These cards are placed in guest rooms or are provided to the guest upon checkout or when they have finished a meal in a restaurant. The purpose is to solicit their opinions and comments concerning the operation’squality. All three internal sources of marketing information are very valuable. Together they can provide a great deal of useful information with which to make decisions. Historically, hospitality managers have failed to use these sources to maximal advantage, but the current competitive situation in the hospitalityindustry dictates that all sources of information be used to gain a competitive advantage and to earn maximal financial rewards.Please visit our website at www.saypro.online Email: info@saypro.online Email: info@saypro.online Call: + 27 11 071 1903 WhatsApp: + 27 84 313 7407. Comment below for any questions and feedback. For SayPro Courses, SayPro Jobs, SayPro Community Development, SayPro Products, SayPro Services, SayPro Consulting, and SayPro Advisory visit our website to www.saypro.online