Marketing Functions and Marketing Mix: Hilton vs Marriot

MARKETING OFFICER IN
HOSPITALITY

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
ACTIVITY 1...................................................................................................................................3
Marketing Functions....................................................................................................................3
Roles and Responsibilities...........................................................................................................4
Interrelation between Marketing function and other department................................................4
ACTIVITY 2...................................................................................................................................5
Comparing Marketing Mix between Hilton and Marriot............................................................5
Marketing Plan.............................................................................................................................9
CONCULSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is an important activity of any organization that help to promote brand name,
improve image and promote products and services they are offerings to customers and in market.
It is the primary component of company which help in selling of products in market. Many
strategies are used by organization to gain market advantage and high customer’s base in
company. Hilton group of hotel is founded in 1919 and offered luxury stays in hotels and villas
at global market. In this report, Hilton Hotel and their marketing elements, roles and
responsibilities of marketing they take in wider environment. Secondly, Marketing plans of
Hilton group is also created to known tactics used by other competitor, monitor and evaluate
those strategies, marketing mix of Hilton to achieve the objective and how this marketing used
by other organization.
MAIN BODY
ACTIVITY 1
Marketing Functions
The marketing function is the marketing activities which include seven function of
marketing commonly known as Financing, distribution, pricing, market research products and
service management, selling and promotion. This are further elaborated as:
 Financing marketing: to make a successful marketing campaign by Hilton, it need to be
take some money to promote the services of company in market and increase the
financial budget that help company to increase the customers conversion and promote
company to international market. This function is important as without finance marketing
activities are not able to conduct by marketing manager. The marketing strategy plan
created by manager estimate the financial budget of campaigns according to marketing
objectives and goals of company (UK and Gultekin, 2021). According to Hilton Group
market size, they need high budgets to promote at international market with their services
and benefits that are giving by them. High budgets cerate effective campaign for
company and help to gain more of customers towards company.
 Distribution: This strategy shows that how company will provide products and service to
end customers. It shows what goods and services are offering to customer by company
through different distribution channel of Company in market. This channels may be
physical or online stores which are majorly used to provide without any middle person in
channel. This help company to save cost and time and fast delivery of products to
customers. In case of Hilton group of hotel, services distribution channel is done through
online channel like website and their part website like Booking.com or tripoto. They are
working with the company and help to provide major distribution of services to
customers through attracting them and smooth functioning in international market
(Kenyon, and et.al., 2020)

 Market research: It is one of the most crucial function of marketing for any company.
Market research shows the target customers, demographic area company should be
operating and have potential customers in market can be known through strong market
research. Effective market research by organization can help to gain the competitive
advantage which is done through using tools to identifying which market and targeting
customers for company is suitable. For Hilton Company, social media is the best method
to research market where there customers are available and company can identify most
potential customers for their hotel (King and et.al., 2020). Hilton group is having their
own market research team which help company to know behavior of customers and what
they are looking in hospitality industry. The customers expectation are also elevate by
company and strategies are created after evaluate all factors from market research.
 Pricing: after the market research of company, prices are set by company according to
market expectation. Company offers price to customers which is effective and also
profitable to company. To attract customers, this prices are set according to customer’s
expectation and attractive offers are also given by company. Low process should be used
by company to attract more of customers.
 Product and service management: This function of marketing constantly changing by
company to improve their services offers to customers. This function shows which
strategies is working for company and which is not working.
 Promotion: One of the key aspect of marketing is wholly depend on promotion. To
promote company brand name and services they are offers to customers through
promotion activity done by advertisement, online marketing which is one of the most
successful marketing for promotion.
 Selling: It not a part of marketing but provide as essential ground for marketing. This
process is begin when market research is done. But is hard to covert customer from leads
to sales sometimes. To compete with other companies at international level and wider
market environment, selling price should be more effective (Ren and et.al., 2021).
Roles and Responsibilities
The major roles and responsibilities of marketing function to increase the sales volume of
company through using various function of marketing. The major role marketing played is
that marketing help company to increase the revenue through converting customers into sales
effectively. Marketing team have high responsibilities towards marketing activities as they
have targets to achieve which are monthly, quarterly and annually. The other responsibilities
major target is growth of company which is consist through strategy management, marketing
research, selling and promotion, sales, service development, finance team and human
resource department. For example: marketing team have to achieve a certain target to
converts leads into sales for company or marketing team have target to generate regular leads
for company. This strategies will increase the company growth in market and operate in
market effectively.