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518 sanitation
company. It is a marketing technique in the
promotional mix along with advertising, public
relations, direct marketing and personal
selling. These are marketing activities which
provide an extra value or incentive to either the
consumer or the trade intermediaries. Their cost is
often paid by the selling organisation or business.
However, sometimes for more product or
service consumers are willing to pay slightly more
for the incremental value.
In the tourism industry, sales promotion is a
common marketing strategy for both consumers
and trade. Sales promotions are offered to both in
advertisements, press releases, direct marketing
and sales offers, and are aimed at boosting sales at
a typically slow revenue period or in the shoulder
seasons. The focus on the consumer includes
samples of products, coupons, premiums, refunds,
rebates, contests and bonus packs. Free airline
tickets for cruise reservations, two-for-one attraction
admission or buy-one-ticket-get-one-free, or a
special Sunday brunch for repeat resort customers
are among typical examples of efforts to attract
additional customers. Trade sales promotions
include trade allowances, point-of-purchase displays,
contests and dealer incentives, training
programmes, trade show representation and cooperative
advertising. Examples of these include
a cruise company paying travel expenses for
representatives of a destination marketing group
to attend a trade show in an effort to sell both
cruise experiences and port-of-call excursions, a
hotel company offering a reduced room rate to an
airline that is packaging air±land itineraries so that
the airline has a larger profit margin, and a car
rental company and an attraction entering into a
cooperative advertising programme.
Sales promotions are typically offered for times
when business volume is lower than peak months.
Often they are called `blitzes' because of the
immediate response that is desired. Other occasions
for sales promotions include the launch of
new products �see product planning) by offering
samples and coupons to create awareness for it,
attending a trade show and offering a specialpriced
vacation package plus a drawing for a free
vacation, and sponsoring a major event and
creating a commemorative product.
Further reading
Assael, H. �1993) Marketing Principles and Strategy, 2nd
edn, Forth Worth, TX: The Dryden Press.
Belch, G.E. and Belch, M.A. �1995) Introduction to
Advertising and Promotion:An Integrated Marketing
Communications Perspective, 3rd edn, Chicago, IL:
Irwin.
Morrison, A.M. �1989) Hospitality and Travel Marketing,
Albany, NY: Delmar.
Rothschild, M.L. �1987) Marketing Communications,
Lexington, MA: D.C. Heath and Company.
sanitation
CHRISTINE VOGT, USA
Sanitation involves `the creation and maintenance
of hygienic and healthful conditions' �Marriott
1994). Within food service and similar establishments
in business, the major concern is with the
development of systematic procedures for the
protection of human health. Hazards to health
may include pathogenic micro-organisms together
with chemical and physical contamination �see
food-borne illness). The term sanitation covers
all stages in the food service system which ensure
this food safety. These stages include purchasing,
delivery, storage, preparation, cooking, holding,
service, cleaning and waste disposal.
In order to control the growth of food
pathogens, it is necessary to identify how they
get into the food chain and how a hazard can be
eliminated through the destruction of the organism
or the control of its rate of growth. Food
pathogens may enter this chain as a contaminant.
In addition to the initial contamination of raw
materials, this may result from contact with
equipment, food preparation surfaces, employees,
pests or cross-contamination from other foods.
Many companies now use a systematic procedure
for identifying and managing risk, known as
hazard analysis and critical control points. This
procedure is divided into a number of logical steps:
�1) risk assessment �review all processes in order to
identify possible hazards); �2) determine critical
control points �identify stages in the process where
hazards can be controlled); �3) establish target
levels and tolerances in order to control the risk at