Marketing and Customer Retention

Marketing and Customer
Retention

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Marketing mix.............................................................................................................................3
Characteristics of Hhonors relationship marketing program......................................................5
Strategies for development..........................................................................................................6
CONCLUSION ...............................................................................................................................7
REFERENCES ...............................................................................................................................8

INTRODUCTION
Marketing is defined as the activities in which short term and long term needs of
customers and to create communication between customers and other partners so that values can
be rendered to them (Frye and et. al., 2020). On the other hand customer retention is defined as
the ability of the organisation in retaining customer for longer duration. Marketing activities are
primal for business as this leads in higher customer retention and customer satisfaction as well.
By associating various loyalty programs businesses in hospitality industry may enhance their
customer involvement and their retention as well. This report is explaining all the concepts of
marketing along with their impact on customer satisfaction on the background of Hilton hotels.
Hilton is a globally regulated hotel chain which is headquartered in US. The company is having
operation at more than 6200 locations which proves their worldwide presence. Hilton is running
various loyalty program under which they are trying to attract huge customers and achieve
prominent position at marketplace.
MAIN BODY
Marketing mix
Marketing mix is defined as the marketing strategies which are used by businesses to
understand prevailing market trends and to understand their used strategies so that these can be
adhered to market trends. For industry of hospitality marketing mix is used by the companies in
order to use prominent marketing strategies so as to attract pool of customers and retain them by
giving required services. In the context of Hilton as the hotel is maintaining 5 star hotel chain
around the globe due to which they are proving global identity and managing their customers in
sufficient manner. For Hilton hotels their marketing mix is elaborated as under:
Product: Hilton hotels is dealing in providing staying and luxurious services to their clients.
Hhonors is a loyalty program which is being introduced by Hilton in order to get specific edge
over competitive market (Liat and et. al., 2017). The organisation is dealing in four major
dimensions of products such as core products, facilitating products, supporting products and
augmented products. Under core products hotel rooms are given to customers, within facilitating
products bars and online reservation facilities are given. Similarly under supporting products
various additional services are given such as 24/7 room facilities and many more. At last within
augmented products luxurious facilities are given by Hilton. These all bifurcation is helping the