Pearson New International Edition International pcl tp indd 1

FRONT OFFICE SEMANTICS
Demand generator:
Organization, entity, or location that creates a significant need for hotel services.
Examples are large businesses, tourist sites, sports stadiums, educational facilities, and manufacturing
plants.
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Brand proliferation. When consumers clearly understand the defining charac-
teristics of a brand name and when the demand for that brand’s products is
high, there is a win–win situation for consumers and for the brand. If, how-
ever, consumers are not clear about what a brand stands for (or even worse, are
not familiar with a brand’s defining attributes), neither the consumer nor the
brand is well served.
In the limited-service hotel business, brand proliferation has reached the
point that consumer confusion will likely affect the segment. Unless consumers
are certain about what they will receive when they select one brand over an-
other, they are less likely to try the brand. Brand managers must attempt to
influence consumers by actions such as reducing room rates, spending significant
dollars on advertising and marketing, and creating highly discounted introduc-
tory room rates.