Analyzing Marriott's Use of Technology in Marketing

The assignment delves into Marriott's use of technology in marketing, focusing on automation systems that provide demographic data and track customer preferences. It also discusses how this automation facilitates in delivering value-based services to customers, ultimately leading to increased occupancy rates, customer loyalty, and revenue in the business market. The assignment highlights various references from journals and publications that emphasize the importance of creating enduring customer value and building customer equity through effective marketing strategies.

Running head: BUSINESS MARKETING
BUSINESS MARKETING
Name of the Student:
Name of the University:
Authors Note

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Table of Contents
Case study 1:....................................................................................................................................2
Answer to Question 1..................................................................................................................2
Answer to Question 2..................................................................................................................3
Answer to Question 3..................................................................................................................4
Case study 2:....................................................................................................................................5
Answer to Question 1..................................................................................................................5
Answer to Question 2..................................................................................................................5
Answer to Question 3..................................................................................................................6
References:......................................................................................................................................8

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Case study 1:
Answer to Question 1
Nynas is the leading bitumen provider based in Stockholm. The organization deals to the
businesses in UK, parts of Western Europe and Scandinavia. Bitumen is an oil based product and
one of the most universal material that is found almost everywhere underfoot. The black surfaces
of driveways, road and pavement are made by none other than Bitumen. It is the core ingredient
that is found in the asphalts and macadam in the pavements and roads. Nynas was not established
its firm position in the society by efficient utilization of its resources. The organization has
developed customer services schemes, flexible driver capabilities and innovative products.
Business to business marketing does not mean selling products but selling of customers
productivity. The organization creates values for their customers by fulfilling their needs and
providing maximum satisfaction (Spekman 2015). The consumers are local authority, contractors
and leading companies such as Shell, Esso, Total, BP, Lafina or Colas. It is important for Nynas
to understand their customers, innovate and develop services that enable the consumers to serve
properly.
In business to consumer marketing the product is directly sold its consumers. Such as
Tarmac, a contractor needs constant supply of high quality bitumen to construct the new
motorway. The customer can be local authority that requires cost-effective surface for housing
estate payments. Nynas can easily develop quality bitumen based products. It has created its own
reputation of being a leading supplier. Bitumen is also used in backing for carpet tiles,
waterproofing for bridge decks and mighty dams sealants.

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Answer to Question 2
Nynas bitumen products are generated with high Research and Development and
technical support. Bitumen is used by the companies to make pavement, roads, car parks and
driveways. The companies such as Esso and Shelf are major revenue through this product. The
construction companies use Bitumen as the product is highly innovative and made with polymer
formulation. The various refineries in Sweden, Belgium and UK with the help of research
laboratories across Europe improve the products quality to increase profitability and
productivity.
Bitumen used by the contractors to repair a busy route for the commuters. They delivery
is made at very short notice and is of high quality. The ready to use bitumen products helps in
repairing remote bridges with utmost guarantee and reliability. Waterproofing of dams and
houses are also done with the Nyna’s bitumen consumption. Nynas provides quality service
around the clock and prides itself for its reliability of delivery and high level of responsiveness.
The composition of consumer of Nyna’s are highly varied. Road building schemes are
made in highly formal manner and penalties is charged for missed deliveries. The buying process
is also made in highly formal manner. This involves numerous managers moreover the operative
functions are also highly diverse. This includes finance, logistical and technical support for the
construction (McMurrian and Matulich 2016). On other instance, the consumers are local
community or contractor and the purchase is made on routine buy. The interaction is also limited
between the customers and Nynas.

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Answer to Question 3
The market of such a unique substance, bitumen is highly challenged and diverse. Nynas
has established a firm and successful in the European market through efficient market
penetration. The organization has adequately understood the needs and preferences of its
customers and their needs. Effective customer services are supported by offering reliable
products round the clock. The most vital strategy of the company is its products innovation
(Kumar and Reinartz 2016). A highway agency surveyor can require bitumen to repair a crack in
the major road surface and demands immediate action. Therefore, the customers of Nynas are
highly varied.
Customer expectations, needs and preferences are highly taken into account before
developing the product. The organization runs twenty four hours and throughout the 365 days of
the year Nyna’s performs effectively. It has added flexibility in creating the best level of
bitumen. It has become a leading supplier of Bitumen to its customers. The customers can
require greater amount of its commodity for a bulk job like making playground surface for a
school premises. On the other hand, the requirement can be for a waterproofing that is to be done
in a royal building.
Customers that require bitumen for road building schemes are highly classified and
involve formal tendering before making the contract with the organization. Therefore, Nynas
should constantly monitor its products changes and customers expectation in the existing
business environment. Resources should be allocated in such manner so that the organization can
gain competitive advantages. With the advent of latest technology and innovation the firm can
increase its productivity and efficiency in the marketing environment.

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Case study 2:
Answer to Question 1
Business traveler is a potential market for the business that can be availed throughout the
year. J W Marriott often makes personalization as their priority and therefore has become more
diverse in the terms of nationality or gender. The hotel has to prioritize all the personalized
services so that every type of corporate traveler can be served in the existing market. J W
Marriott should use latest technology to attract and retain customers. By the advent of
technologies like virtual reality and robot concierges the business traveler expects such
technologies on the five star hotels.
Technology can be used by the organization to boost its revenue by using on site facilities
(Macdonald, Kleinaltenkamp and Wilson 2016). The business travelers usually don’t have to
look after their health. Application of systems such as connected bed can help in ascertain the
customer’s mood, heart rate and energy levels. This strategy can be used to gain customers
loyalty and trust. J W Marriott besides building relationship with the business traveler should try
to make relationship with an entire company. This approach can be made using global
distribution system through which it would be easier to facilitate the acquisition of corporate
traveler. Building loyalty programs and opening a corporate account for the firm are few of the
strategies. Targeted emails can prove to be highly effective in the recent times.
Answer to Question 2
For the fly in and fly out (FIFO) customers, the hotel first of all makes personalization a
priority. The business traveler schedule is demanding therefore flexibility should be provided for
such guests. The guest should be allowed a flexible and free check-in and check-out according to

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their wish. The business traveler usually flies at different times therefore they can need
additional time for their stay in the hotel. Business guest are a potential market within the
market. Maximum satisfaction is to be provided by efficient delivery of their services (Cadotte
2016). Business traveler requires to be achieving a lot within the short interval of time. Marriott
therefore created and advertizing campaign that communicated about the performance and
productivity to it business traveler. Marriott also used mobile marketing to retain and maintain its
customer in the long-run.
The business traveler can download the hotel apps and easily chose their rooms according
to their preferences. Special corporate rates and loyalty packages should be allowed to the
customers. Attractive offers, discounts and quick basic facilities are few of the strategy that
would help to retain the travelers for long-terms (Hohenthal, Johanson and Johanson 2014).
Business travelers require all the details and facilities handy therefore the room provided to them
should be highly equipped. This should include high speed wireless connection and the espresso
machines. Fast and professional feedback should be given to traveler. The travelers are highly
active on social platforms and quick reply would help in preventing any negative buzz. Hotels
are generally the correct resources to hold business meeting and promoting corporate events
would lead to boost the image and income of the firm.
Answer to Question 3
In the current era of digitalization, technology has made the business more innovative and
achieves success (Ramaswamy and Ozcan 2016). Marriott has built latest and advanced
conference facilities in its hotel chains at Hobart and Perth. Such conference facilities are
suitable for facilitating all the business communication between onshore and offshore
stakeholders. The segments of the business travelers and customers can be ascertained through

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central databases to know the details of all the potential clients (Töytäri and Rajala 2015). This
facilitates in providing information’s related to customers staying duration and needs in any of its
resorts or hotel. This automation system also store demographic data to track the preferences of
the individuals so that the customers can be served in a better manner.
Marriott can create sophisticated models to target the potential customers. The
organization need to have deep and vast knowledge related to the customer’s need, preferences
and behavior of the employees. This facilitates in delivering the services by creating value for its
customers and thus gaining customers loyalty and retention. The use of technology in marketing
is an efficient strategy that can be used by hospitality industry to increase its customer’s value.
Creating automated guest history would help in evaluating its customer mix. These benefits in
identifying the different segments that matches the guests desires with hotel capabilities.
Enhanced customer satisfaction leads to increase in occupancy rate, customer’s loyalty and
revenue in the business market.

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References:
Cadotte, E.R., 2016. Creating value in marketing and business simulations: An author’s
viewpoint. Journal of Marketing Education, 38(2), pp.119-129.
Di Benedetto, C.A. and Kim, K.H., 2016. Customer equity and value management of global
brands: Bridging theory and practice from financial and marketing perspectives: Introduction to a
Journal of Business Research Special Section. Journal of Business Research, 69(9), pp.3721-
3724.
Hanssens, D.M. and Pauwels, K.H., 2016. Demonstrating the value of marketing. Journal of
Marketing, 80(6), pp.173-190.
Hohenthal, J., Johanson, J. and Johanson, M., 2014. Network knowledge and business-
relationship value in the foreign market. International Business Review, 23(1), pp.4-19.
Hutt, M.D. and Walker, B.A., 2015. Bridging the theory-practice gap in business marketing:
Lessons from the field—The JBBM at 21. Journal of Business-to-Business Marketing, 22(1-2),
pp.67-72.
Kumar, V. and Reinartz, W., 2016. Creating enduring customer value. Journal of
Marketing, 80(6), pp.36-68.
Macdonald, E.K., Kleinaltenkamp, M. and Wilson, H.N., 2016. How business customers judge
solutions: Solution quality and value in use. Journal of Marketing, 80(3), pp.96-120.
McMurrian, R.C. and Matulich, E., 2016. Building customer value and profitability with
business ethics. Journal of Business & Economics Research (Online), 14(3), p.83.

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Olson, E.M., Slater, S.F., Hult, G.T.M. and Olson, K.M., 2018. The application of human
resource management policies within the marketing organization: The impact on business and
marketing strategy implementation. Industrial Marketing Management.
Ramaswamy, V. and Ozcan, K., 2016. Brand value co-creation in a digitalized world: An
integrative framework and research implications. International Journal of Research in
Marketing, 33(1), pp.93-106. Young, L., Wilkinson, I. and Smith, A., 2015. A scientometric
analysis of publications in the journal of business-to-business marketing 1993–2014. Journal of
Business-to-business Marketing, 22(1-2), pp.111-123.
Spekman, R.E., 2015. The Journal of Business-to-Business Marketing at 21 and My Perspective
on the Field of B to B Marketing. Journal of Business-to-Business Marketing, 22(1-2), pp.87-94.
Töytäri, P. and Rajala, R., 2015. Value-based selling: An organizational capability
perspective. Industrial Marketing Management, 45, pp.101-112.