Marketing Management of Hilton Hotel

Running Head: Marketing Management
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Marketing Management
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Marketing Management of Hilton Hotel
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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

Marketing Management of Hilton Hotel
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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