Casino Marketing

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					                                   Casino Marketing
                                          Contents

Foreword                                                              v

Table of Contents                                                    vii



Introduction                                                           1

Chapter One
Marketing Mix
  Marketing Mix                                                        5
  Marketing Departments                                                6
  Property Analyzation                                                 7
  Cost of Marketing                                                    9


Chapter Two
Hotel Sales
  Objective of a Sales Department                                    11
  Sales Department - Marketing Mix                                   13
       Citywide Conventions                                          13
       In-House Conventions                                          14
       Incentive Groups                                              14
       Tour and Travel Groups                                        15
       Tour Wholesalers                                              15


Chapter Three
Room Reservations
   Objective of Room Reservations                                    17
   Room Reservations Department - Marketing Mix                      21


Chapter Four
Casino Marketing
   Objective of Casino Marketing                                     23
   Junkets                                                           25
   Special Promotions                                                25
   Invited Guests                                                    26
   Casino Rate                                                       26
   Bus Program                                                       26
   Evaluating Casino Players                                         27
       Player Rating Slip                                            27
       Master Action Record                                          29
       Airfare                                                       30


Chapter Five
Junkets
   Junkets                                                           33
   Representative Controlling Agreement                              35



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   Various Types of Junkets                                   36
      Regular Junkets                                         37
   Mini-Junkets                                               38
   Up-and-back Junkets                                        40
   Junket Evaluation Process                                  44
      Individual Player Ratings                               45
      master Player Record                                    46
      Group Player Analysis                                   48
      Disbursement Request                                    50
      Casino Groups Statistics                                50
      Individual Evaluations                                  54
      Source of Business Records                              56
   Monthly Junket Representative Analysis                     57
   Junket Credit                                              58
      Credit Applications                                     58


Chapter Six
Special Promotions
   Special Promotions Description                             61
   How to Pre-Evaluate a Special Event                        64
       Pro Forma                                              64
       Special Promotions Checklist                           69
   Special Event Customer Criteria                            70
   Evaluating a Special Event                                 72
   Casino Group Statistics                                    77


Chapter Seven
Invited Guests and Casino Rate
   Invited Guest Definition                                   81
   Evaluating a Casino Host                                   82
   Casino Rate - Definition                                   86


Chapter Eight
Bus Programs
   Advantages of a Bus Program                                87
   Bus Programs and Approximate Costs                         88
   Problem Areas of a Bus Program                             90
   Control Forms for a Bus Program                            93
   Commission Payments                                        95
   Daily Cost Report                                          97
   Daily and Month-to-Date Activities Report                  99


Chapter Nine
Monthly Casino Marketing Report
  Monthly Casino Marketing Report                            101
      Financial Indicators Graph                             103
      Junket Report                                          104
      Casino Special Events Report                           109




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Chapter Ten
Establishing a Casino Marketing Department
   Introduction                                              119
   Modus Operandi                                            121
   Customer Airfare Reimbursement                            128


Chapter 11
Slot Marketing
    Slot Marketing                                           133
        Slot Clubs                                           134


Chapter 12
Preparation of a Yearly Marketing Plan
   Introduction to the Yearly Marketing Plan                 135
       Marketing Philosophy                                  138
       Economic Forecast                                     138
   Summary                                                   151




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