Marketing Officer in Marriott - Desklib

This article discusses the role of marketing in Marriott, its business and marketing objectives, 7 Ps of marketing mix, marketing plan, target markets, services, promotional strategies, competition, marketing goals, and competitor's strategy.

RUNNING HEAD: MARKETING 0
Marketing Officer in Marriott
Marketing
8/20/2019

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Meaning
Marketing can be described as the company’s set of operations to link cost-effectiveness to
the market. Marketing in the framework of modems goes away from its immediate part as a
development through which the interchange of goods and services takes place and is seen as a
vital part of the overall socio- economic organization that provides the background within
which the events take place. A market is a public agreement which enables buyers and sellers
to find data and exchange products or services on a voluntary basis. The word market is
stated in economics to refer to combined commodity demand and pricing circumstances and
its forces. Also, marketing is defined as the organisation performing the tasks of promotion
and acting as the intermediate between buyers and customers. The term ‘market’ can denotes
to the place where products are operated in everyday use, occasionally a market place.
Historically, the notion of hospitality is about welcoming visitors especially strangers from
other territories, in a spirit of goodwill. Hospitality involves warmth, respect and even
security; it creates cultural knowledge and esteem (Wang, 2018).
Marriott is an American publicly traded corporation. It is connected with the tourism,
hospitality and resorts and hotels industries (Al-Zoubi & Mazen , 2017). In 1927, Marriott
was established by J. Marriott Willard. Marriott thinks in worldwide development, which has
resulted in his presence in most nations around the globe (Chen & Saloomeh , 2017).
Business Objectives
Marriott is the first and only hospital firm to create and execute a strategic account
management strategy effectively. It positions positive marketing efforts against top accounts
to achieve complete account requirements, corporate travel management, complicated
organizations and non-traditional company solutions. Marriott places a particular importance

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on discovering, appealing and maintaining high-value clients through unified e-commerce,
income management, network strategy and study and stellar advertising support.
Marketing Objectives
Marketing relates to other functional units in a hospitality organisation and can be achieved
through use of strategies like using of social media is a marketing platform which helps in
brand search rankings in Google, Yahoo and Bling. A hospitality business is must to have
buying and booking process. An online booking option helps clients in reaching you without
many difficulties. The choice of business location is the strategy which can be attractively
made by adding up scenic views and theme parks. The investment in training the employees
to meet the standards and quality of work is a serious thing. The valuing of customers is the
most efficient and achievable task to do (Zhechev, 2016).
Role of Marketing
Marketing strategy plays a main role in creating a brand in any company, attracting fresh
clients and keeping allegiance. The sector of hospitality is no different. The hospitality
industry offers a cutting edge over others and consists of mainly of tourism so that the brand
identity is compatible (Avery, et al., 2018).
In today’s world, it is excessively significant to understand the role of marketing in
organizations. Big and small organisations are contending for the same market today and
winners have appeared as the utmost advanced and proactive. The global economy has
comprehended the significance of tiny organisations and is gradually offering them the
assistance they need to maintain their development. Marketers want to make sure that there is
brand awareness so that clients constantly use their services. Repeat clients generate a
magnificent share of income, so marketing strategy needs to be split between keeping
relationships with previous clients to look for fresh ones.

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7 Ps of Marketing Mix
Effective tourism and hospitality services marketing needs marketers to gain a strong
knowledge of the distinctions between products and services marketing. Successful
organisations use market research to know about important client segments preferences and
behaviours (Harrington & Deborah, 2017).
Marketing is a method in the domain of hotels that guides clients to choose their goods and
services rather than choosing their rival’s products. If a hotel does not account for this
element to make its brand more important, its level of profit, sales and occupancy will be
hampered (Darsin, et al., 2019). The important key for all hotels is to search the accurate
channel of marketing and revealing the accurate message in order to stimulus the targeted
guests.
1. Product
Marriott hotel provide unique goods and services to its potential clients. The
innovative ideas they look upon to cater the needs and excel in their services is what
makes them a creative hospitality organisation. They provide premium services to a
specific set of people. They provide satisfying and quality services in order to
maintain trust and faith of their clients.
Hotel Marriott has the diversified portfolio of resorts and hotels (Dhir, 2019). It’s
been worked in recent years to reach the position it has now. It constantly upgrades it
services and operates in thirty brands including classic luxury, classic premium,
distinctive luxury, classic select, distinctive premium etc. it includes Sheraton, Delta
Hotels, Le Meridien, Westin, Bulgari Hotels, Courtyard. It provides air conditioned
rooms, beds, side tables, refrigerator, phone availability, laundry services, business
magazines. Further it excels in providing feast bar, guide services, bar, baby care and

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medical services anytime and endless amenities. It has a number of cuisine options
for all types of client’s tastes (Xie & Linchi , 2017).
2. Place
Marriott is established globally and is spread across 110 countries and covers 5700
properties internationally. The headquarters are built in Bethesda, Maryland. Now it is
located in several countries like China, India, Dubai, Thailand, Indonesia, Canada,
Spain etc. Most of these hotels are sited at prime locations which differentiate its
superiority from its competitors. The places include highways, airports and central
parts of the city.
3. Price
It is a multinational company which targets mainly upper class, companies, family
people, honeymooners, premium travellers. It highly serves with integrity and earns
revenue in billion dollars. It provides worthy food, services at fair prices and adopts
value based prices (Barakat, 2018). It offers the finest possible facilities for its
distinguished guest and therefore charges premium prices accordingly. Thus it has
targeted high end clients; it has been confident of its pricing strategies because it
demands clean products and services from its guests and is prepared to pay for it.
4. Promotion
Marriott is a market leader worldwide of hospitality industry. It provides incentives
to its clients by maintaining customer loyalty (Salman, et al., 2017). It also provides
merchandise, vacations, gifts, bonus, up gradation of rooms to its frequent customers.
The firm launched high-impact advertisement campaigns and targeted particular
clients to raise brand awareness. Through, recognizing its services and unique
characteristics, the firm has earned several awards.

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Marriott Marquis Hotel Dubai was recognized as the world’s largest hotel
construction in 2012 and it is said that Marriott Marquis Hotel Dubai has Guinness
World Record’s largest library (Abdou, 2017).
5. Process
The process of Marriott includes from the start of network or contacts till distribution
of goods and services. Marriott is known for its food as much as for services. The
creation of services has an impact over the clients which are a long term impact. It
creates descent relations with its clients even after purchasing process.
6. People
They are the most essential element of the organisation. They are who provide
services to the clients. The Marriott is known for food as well as provide the services
provided by the staff. Customer services for staff has become a priority for every
organisations so is the case with Marriott.
7. Physical Evidence
Services are largely intangible, but Marriott provides its clients a excellent
atmosphere with a permanent physical experience that makes it possible for clients to
return and maintain that experiences. The Marriott brand’s other physical objects are
towels, booklets, pens, soap etc.
Marketing Plan of Hotel Marriott
 Mission
The mission statement of hotel Marriott is to provide best hospitality and to excel in
the service provided by it in the global arena. Its services are what make it different
from the rest of the corporations in hospitality sector. Marriott International does not

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have a statement of mission instead has a vision declaration that states ‘To be the
World’s Favourite travel Company’.
 Target Markets
Marriott targets the upper class family and big corporations as they are its major
cliental. The size of its market majorly looks for quality which is an integral part of its
quality services so far. It is a growing sector where a lot of competitors enter every
now and then. It stands out in its competition by maintaining good relations with its
clients. Its services outcast every other nearby competitors as it provides a lot of extra
services.
 Services
Marriott hotels provide excellent customer satisfaction and provide a luxury services
like accommodations, food, beverages, tourism and travel. Even the food services of
Marriott include plate services, cart services, plater services, buffet services and
family style services etc.
 Promotional strategies
Marriott uses segmentation as division of customer as per their needs and wants and
purchasing power. They make flexible and comforting strategies. They have
distributed their services as per segments of rich, luxurious, private portions, beautiful
views. It targets the audience who are its potential and current customers.
 Competition
There are competitors like Wyndham Destinations, Intercontinental Hotels, Hilton
Worldwide, Hyatt Hotels, Four Seasons Hotels and Resorts and Millennium &
Copthorne are among the top rivals of Marriott International.
 Marketing Goals

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Marriott determine marketing strategies to generate leads and sales. They evaluate and
track responses of marketing study. The goals of marketing are converted into
marketing plan and then are strive and achieved. The plan and goals are determined as
per the budget.
 Monitor Results
The strategies of pricing, marketing and promotions are achieved or not is critically observed
and acknowledged. This is done through evaluation of customers, their feedbacks to every
strategy. Regular surveys and suggestions are often asked regularly.
Competitors strategy
Intercontinental Hotels and Resort Group, moved the brand on the market as part of their
marketing strategy, requested DELOITT to help them bring their strategy to life by advancing
and adapting an global program to give their staff the chance to acknowledge and
comprehend the views, objectives and values of brand marketing. To bring extravagance
brand to life program, forty thousand intercontinental hotel workers were inaugurated in
2006. Also, they hired public relations and marketing agencies from Hill & Knowlton to
work on the publicity side.
Wyndham Hotel Group situated in Queensland has dedicated public relations and media
exposure. They support long standing relationships with manufacturers of television
programs and significant authors of business publishing, powerful press coverage. They
created mobile- optimised site so customers can check availability and book rooms at nearby
hotels. Also, they had campaigns for each hotel brand sites.

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Bibliography
Abdou, P., 2017. Winners and Losers in the Tourism and Hospitality Industry along the
Transition Process: Evidence from South and North MED Countries. FEMISE Research , p.
110.
Al-Zoubi, A. F. & Mazen , A., 2017. The role of internal customer in improving the quality
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International Journal of Marketing Studies , 9(6), pp. 82-95.
Avery, J., Chekitan, . S. D. & Laure , M. S., 2018. The Marriott-Starwood Merger:
Navigating Brand Portfolio Strategy and Brand Architecture. Faculty and Research, p. 27.
Barakat, M., 2018. AGE DIVERSITY MANAGEMENT IN FIVE-STAR HOTELS:
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Harrington, D. & Deborah, . L., 2017. Marriott Corporation. Darden Business Publishing
Cases, pp. 1-29.

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Salman, D., Yasser , T., Mohamed, . S. & Andrés , A.-T., 2017. A new marketing mix model
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