Marketing Concepts in Hospitality Sectors

This report discusses the key roles and responsibilities of marketing in the hospitality industry, the interrelation of marketing concepts with other functional units, and the marketing mix strategies used by Marriott hotels. It also provides insights into the marketing plan to meet marketing objectives.

HOSPITALITY
MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................................3
LO 1..............................................................................................................................................................3
P2 Marketing concepts interrelated with other functional units in hospitality sectors ..........................4
LO 2..............................................................................................................................................................5
P3 Marketing mix prepared on the bases of marketing plan ..................................................................5
LO 3..............................................................................................................................................................8
P4 Marketing plan to meet the marketing objectives..............................................................................8
CONCLUSION ..............................................................................................................................................8
References...................................................................................................................................................9

INTRODUCTION
Marketing refers to such a process which is adopted by organization in respect of bringing their
products and services out to attract the customer. Usually every organization had their own
strategies of marketing their products and services so that they can enhances the interest of
customer towards their services for longer time period. In respect of hospitality industry, they
mainly focus on choosing the unique marketing techniques so that they can promote their
products and services at global market (Wilson and et.al., 2016). Present report is based upon the
Marriott hotel which is founded in 1957 by J. Willard Marriott. Its main headquarter is situated at
united states and also it is located at number of locations carrying the 567 hotels. Due to carrying
the renowned brand name in hospitality industry, they also carry the business online.
Report will include the various role and responsibility of the Marketing and also its
interrelation with the various function in hospitality sectors. It also includes the marketing plan
which carries the marketing mix strategies to promote the services in market.
LO 1
P1 Key roles and responsibility of marketing
It is the duty of the marketing department to conduct the research regarding determining
the accurate role of the organization in promoting their products in market. Though for choosing
this procedure, the role of marketing is examined through studying about the prices of the
products, determining the demand and supply of the particular products, examining the
competitor’s strategy to emerge in global market. Thus, the main role of marketing is to set the
business in emerging market and also attract customer through the innovative techniques which
fulfil their needs and wants at larger scale (Cabras, and Bamforth, 2016). In respect of Marriott
hotel, the role of marketing managers is to examines the customer needs regarding preferring the
unique things in hotels and implement them to enhances their needs and demands at high scale.
The four major role and responsibility which the marketing manager had to take care at time of
promoting their business or enhancing the customer needs by keeping these things in mind as:
 Price: It is necessary to keep the moderate prices regarding the particular products and
services. As every customer cannot avail the high-quality services and if such
organization provide such services, customer not preferred to visits again (Eid,
Abdelmoety and Agag, 2019). In such perspective to keep stable prices for the goods
served to customer results in getting good response from the customer and they also
prefer to use the compony services in near future. In case of Marriot hotel, they mainly
use the penetration pricing strategy in which they target the customer with low prices
budgeting. They serve the rooms and other food menu on nominal rates is that it is easily
affordable by customer and also, they planned to visit to such hotels in future perceptive. Place: To promote the products in market, it is necessary to prefer the accurate place
through which they can target the right customer which had Knowledge and information
regarding the particular products. As to promote the products in overcrowded place

results in getting low response regarding the availability of the products and services. In
case of Marriott, they had to prefer the accurate place to expand their hotels so that they
customer can easily reach the hotels and avail the services. Products: This is one of the major concepts in marketing and also considered to be
important in respective of implementing marketing strategy. As customer attract towards
the products if the organization carry the renowned brand name in market (Rosson and
Ford, 2016). Thus, it is the important for the hospitality sectors to maintain the quality
products in market. So that it retains the interest for the customer towards the products for
longer time period.
 Promotion: Customer mainly spend most of their time surfing through internet. In such
manner promotion is to be done through digital media platform and thus it requires
authentic planning to attract the customer interest. In case of Marriott hotel, this can be
through promoting the business through innovative advertisement. By this procedure, it
attracts the customer needs and also offer special discount if they book the hotel services
online.
P2 Marketing concepts interrelated with other functional units in hospitality sectors
In context of Marriott hotels, they are carrying the large business and also dealing in wider
range of services (Blackley, Resnick and Cassidy, 2017). Thus, in such case through the
perspective of marketing they had to interlinked with various department which helps them to
gain wider knowledge regarding the internal and external working. It includes
1. Marketing with HR department: Marketing is mainly linked with the HR department.
As through appointing the skilled person to handle the marketing department is to be
committed by HR department. HR carries certain duties regarding appointing the skilled
and trained person to handle the company position in market and also promote their
products and services with representing the true image of the organization. On the other
side through marketing, HR department enhances the company polices in market with
better scale (Vasiljevic and et.al., 2018). If HR had to communicate any of the company
working and also prefer to get the more employees to handle the particular task, in such
case marketing is beneficial in getting the appropriate person to handle the particular task.
In case if Marriott hotel, the skilled person is required to handle the task in right way in
that case marketing play the vital role in getting the right person to attain the particular
activity.
2. Marketing with Finance department: The organization gets finance in respect of
getting proper promotion regarding the company integrity to attain high profits in market.
Thus, through financial activity, company retain in market for longer time period and also
through innovative marketing strategies, organization gets more finance and also, they
stable their business in global market (Ekinci and et.al, 2019). In case of Marriott hotels.
Both the department had the different role but both are interlinked with each other. With
having sufficient funds in business, they can promote their business externally and also
use various promotional techniques to enhances the interest of customer towards their
services. Thus, through the process of marketing, Hotel can gain profits which improve
their financial structure in market.

3. Marketing with production department: This both are interlinked with each other as
marketing helps the company to sell their products in market and thus through this
perspective it results in getting more chances if employees to get employment. In
respective of getting higher sale through huge production, it resulting in attracting more
customer through the company products. Thus, it results in getting more marketing of
their products and services (Baker and Saren,, 2016). In case of Marriott hotel, if they are
producing more quality products in work premises, they attract more people through such
services. This result in getting higher promotion and will increase their brand name in
market. Through marketing, they get more order through which they produce quality
goods which enhance their interest in market for longer time period.
LO 2
P3 Marketing mix prepared on the bases of marketing plan
Marketing mix refers to the combination of wider range factors which is used to combine
the accurate strategies to attract the large interest of consumer in market. Through this technique,
they influence large number of customers to avail the products and services and also distract the
mind from other products (Chong and Hashim, 2016). It includes the following aspects in which
comparison is made between Hilton hotel and Marriott hotel such as:
Marketing Mix Marriott hotels Intercontinental hotels
Products In this, hotel industry had to
target the appropriate
customer regarding targeting
the customer. In this
perspective they had to bring
such strategies regarding
fulfill the customer needs by
providing such products
which can fulfill their needs
in better way. In case of
Marriott hotels, they had to
bring such products and
services which attract the
interest of customer through
providing the neutral range
products which is affordable
aby any person (Wilson and
et.al., 2016).
The hotel offer products
under 5 categories. It allows
clients to select the variety of
products that suits them.
Price To expand the business in
market, Marriott hotels uses
the penetration pricing
strategy to expand the
In this they mainly use the
competitive pricing strategy
to set the prices according to
the competitors price.

business in market. As
customer mainly prefer such
companies’ products which
offer such prices which is
affordable to them. As in
respect of penetration pricing,
it mainly results in offering
low prices to the customer
and after success they charge
according to the needs and
demand of the customers.
Thus, pricing plays the
important role in organization
and through effective
techniques they attract the
large interests of customer.
Place It also carries the important
role in the hospitality sectors
as customer prefers such
places which provides unique
services and are easily
approachable. Thus, in such
perspective geographical
location which is specially
designed for buyers carries
various importance. As its lo
results in getting hike in
respect of gaining profits to
expand the business. Thus, if
they are planning to expand
the business through digital
platform, they prefer such
services through which they
get easily delivery in respect
of providing any food from
Marriott hotels (Charles,
2016).
They mainly focus on two
marketing channels. It offer
products through online and
also through wholesalers.
Promotion In this case they mainly use
the digital platform to
promote their services in
market. Promotional is the
major factor which is applied
by organization, so they can
They mainly promote their
business through various
marketing channels like social
media platforms such as
facebook, Instagram etc.

reach to large customer base.
As now a day’s customer is
spending more of their timing
surfing though internet. Thus,
in such perspective, they
mainly adapt the innovative
promotional techniques
through which they can
distract the mind of the
customer towards their
products. In such case
promotion is to be done by
keeping various factors in
mind so that they can
enhances the reputation and
brand image in global market.
People In respect of Marriott hotel,
this marketing mix is used in
respect of appointing the
skilled person to handle the
queries which is raised by
customer regarding any issue
faced related to the services
provided by hotels. Thus, in
this case, it is the duty of the
Marriott hotels to appoint the
skilled person to handle the
queries. So that they can
provide effective answers and
also satisfy customer
regarding offering their
products and services.
It has skilled workforce that
are being trained to offer
products and services in the
market. They also work with
suppliers.
Process It is necessary for every
organization to use the
standardized process for
every customer regarding
providing the services. As
every customer is equal and it
is necessary for the Marriott
hotel to avail this procedure
regarding offering their
products and services. Thus,
hotel had to offer scheme to
every customer and also avail
special discount in case of
person booking the services
It ensures that products are
always available at physical
stores. It also has online
delivery process.

of the hotels through digital
platform (Hird and et.al.,
2016). They had to keep their
process standardized and
systematic so that it is easy
for every person to approach
to hotels for better results
Physical evidence It mainly related to the
infrastructure of the
organizations. As customer
are attracted if they find the
organization attractive and
also the management working
is pleasant. Through these
aspects, in case of Marriott
hotels, customer is attracted
towards their services through
getting the accurate facilities
which is different from
others. The layout is designed
in unique way which forced
customer to prefers such
hotels for longer time period
They mainly grab
opportunities through
catalogs, special shelves for
the products etc.
Through these aspects, Marriott hotels serving the best
services as comparison to hotel hotels.
LO 3
P4 Marketing plan to meet the marketing objectives
Covered Under Ppt
CONCLUSION
From the above study, it is stated that hospitality sector carries the upcoming trend in the
global market. It is examined that this is one the major earning sectors as comparison for all the
business sectors. This report includes that role of marketing in respect of Marriott hotels is
adapted to determines the marketing strategies regarding promoting or expanding the new
business in global market. It is also various with examining with different marketing concept
through which its internal and external function of the department are examined. It also carries
the comparisons with the Hilton hotels which stated that Marriott is using more useful techniques
to attract the customer.

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