Marketing Management of Hilton Hotel

This article discusses the marketing management of Hilton Hotel, including the concept of marketing, marketing process, responsibilities of a marketing manager, and the interrelation of the marketing department with other functional departments. It also highlights the importance of marketing in the hospitality industry.

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Marketing refer as activities which are undertaking by the company to promote their products
and services and to increase buying or selling of products and services. Marketing is a
complex process which includes promoting, selling and delivering of products and services to
the customers. The concept of marketing is the philosophy that organization should analyse
the needs and expectations of the customers then make various decisions related to the
elements of marketing mix, which help them in satisfying the needs of the customers and to
gain competitive advantages. Every organization has adopted the concept of marketing for
increasing their performance and achieving their goals and objectives (Gamble, et al, 2011).
Hilton hotel also uses the marking concepts for increasing their profits and growth and
achieving their goals. So, the marketing concept helps the organization in increasing their
customers or selling products to them with high level of customer satisfaction. There are
various current and future trends in marketing as relationship marketing, services marketing,
globalization, technology, international marketing, ethical and social aspect of marketing and
internal marketing. Relationship marketing helps the organization to promote their products
or services and to deal with customers in a better way and increasing their sales with the high
level of satisfaction of the customers. Technology is an important for every organization for
increasing their growth and to survive in long run (Tadajewski, 2010).
Marketing process refers as various steps through which organization can create value for
their customers to satisfy their needs and expectations or in other words marketing process
refer as a process of analysing the situation and opportunities, selecting the target customer,
developing the marketing mix and managing the efforts of marketing. Process of marketing
includes situation analysis, strategy relates to marketing, marketing mix and marking
implementation and control. Situation analysis refers as analysing the situation in which
organization can find the opportunities to satisfy the needs and expectations of the customer
and it includes external and internal analysis of the organization and reveals gap between
what is the wants and needs of the customers and want company currently offer to them.
Organizations can analysis the situation through various ways as SWOT analysis, PESTEL
analysis and 5C analysis. Next step of marketing process is marketing strategy. After
analysing the opportunities for fulfilling the needs of the customers then organization has to
make various strategies for pursuing the above opportunities an d it includes market
segmentation, targeting and market positioning. After making marketing strategies the
organization has to take decisions related to various elements of marketing mix as products,
place, price, people, promotion, process and physical evidence. Marketing implementation

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and control is the last step of marketing process which includes after implementing the
strategies related to selling the products and services to the customers then organization has
to monitoring by comparing expected performance to actual performance and then taking
corrective steps in case of difference (Griffith, et al, 2014).
A marketing manager in the hospitality industry is primary responsible for increasing or
maximising the revenue of the organization, so it can be achieved by the marketing manager
through developing various programs to make profitable use of its meeting, facilities and
accommodation. Manager must maintain the awareness of various factors which affect to the
revenue and profitability of the company and proper understanding of the needs and wants of
the customers. They are also responsible for promotional activities as maintaining relations
with other hotels and to ensure that customers satisfy from the services which are offered by
them. There are two types of responsibilities of marketing manager, one is primary
responsibility and other one is secondary responsibility. In Hilton hotel, there are various role
and responsibilities of a marketing manager such as to conduct marketing research,
maximising awareness among customers related to their products or services, promoting
facilities of hotel and build relationship with the customers as well as with staffs (Gok and
Hacioglu, 2010). Marketing research is an important part for every organization to increasing
their sales with customer satisfaction and it includes the various factors as price, location,
meeting facilities and reputation of the organization in market, so it is the responsibility of
marketing manager is to identify the above factors which affect the performance of the
company by monitoring customers reviews on their website and communicating with their
guest. They also have responsibility to maximise awareness among customers about the
organization by creating websites on different platforms and conducting various programs
and promoting their services through various promotional activities as advertisement, sales
promotion and other promotion methods, so it helps the organization in increasing their
productivity and performance and achieving their goals and objectives (Linton and Seidel,
2019).
Marketing department is also interrelated with other functional department of the
organization as finance department, production department, human resource department,
legal department and customer services department and it is necessary for the success of
every organization and it also helps the organization in increasing their performance and
productivity. Marketing department interrelated with production department because

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marketing department ensures that whether products which are produced by the organization
is directly related to needs and expectations of the customers and they also ensures that
whether volume of orders can be met within time period which are required for the delivering
of the products or services. So, marketing department set their objectives and strategies as per
the capabilities of the production department (McCabe, 2009). Finance department also
interrelated with marketing department because marketing department has to ensure that
whether there is adequate budget to meet the needs of the customers related to promotion,
research and distribution or not and they also ensures that they adopted marketing strategies
with minimising cost and maximising profit of the organization. Finance department ensure
that all the departments have to complete their target within their budget which is allocated to
them. Human resource management also interrelated with marketing department because
marketing department needs to ensure that whether there are appropriate skills which are
required in the development of new products, meeting production targets and create a
competent sales team for the success of the organization (Watson, Maxwell and Farquharson,
2009).
In hospitality industry, there is an important role of marketing for increasing the performance,
productivity of the organization, growing their business and achieving the objectives and
goals of the organization. There is various importance of marketing management in
hospitality industry as it helps in increasing revenue of the company through various
elements of online hotel marketing such as social networks, SEO positioning, online
advertising and Email marketing and new technology or innovative technology is also play an
essential role in increasing the performance and productivity of the organization (Oh, 2009).
It also helps the organization in maximising profits and sales, increasing the number of
customers, increasing the performance of the organization, producing the products as per the
requirements of the customers, providing various facilities with the level of customer
satisfaction, promoting their products and services and building relationship with customers,
staffs and stakeholders of the organization, so it will automatically help the organization in
achieving the goals and objectives. Hence, marketing play an important role for every
organization in their success and growth in long run. Marketing department also needs to
closely work with other functional department of the organization because it is important for
the success of marketing department. So, the effective relationship is necessary between the
marketing department and other department because it helps the organization in increasing

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sales by effective human resource management, effective budget and producing the products
as per the needs and requirements of the customers.
References
Gamble, J., Gilmore, A., Mccartan, D and Durkan, P. (2011) The Marketing concept in the
21st century. The Marketing Review, 11(3), pp.227-248.
Gok, O. and Hacioglu, G. (2010) The organizational roles of marketing and marketing
manager. Marketing Intelligence & Planning, 28(3), pp.291-309.
Griffith, D., Lee, H., Yeo, C. and Calantone, R. (2014) Marketing process adaption:
Antecedent factors and new product performance implications in export markets.
International Marketing Review, 31(3), pp.308-334.
Linton, L. and Seidel, M. (2019) Roles & Responsibilities of a Marketing Manager in the
Hotel Industry [Online]. Available from: https://smallbusiness.chron.com/roles-
responsibilities-marketing-manager-hotel-industry-34694.html [Accessed 11/04/2019]
McCabe, S. (2009) Marketing Communications in Tourism and Hospitality. United
Kingdom: Elsevier.
Oh, H. (2009) Handbook of Hospitality Marketing Management. United Kingdom: Elsevier.
Tadajewski, M. (2010) Eventalizing the marketing concept. Journal of Marketing
Management, 25(2), pp.191-217.
Watson, S., Maxwell, G. and Farquharson, L. (2009) Line managers views on adopting
human resource roles: the case of Hilton (UK) hotels. Employee Relations, 29(1), pp.30-49.

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