Marketing Mix and Service Characteristics of Marriott

This presentation discusses the four elements of service in the hotel industry, including service culture, service quality, employee engagement, and customer experience. It also explores the marketing mix and 7Ps of Marriott, such as product, price, place, promotion, people, process, and physical evidence. Finally, it provides recommendations for new strategies to improve the services of the hotel.

Marketing

Table of content
Overview
Elements of service
Service business characteristics
Current service marketing mix and 7Ps
Recommendations and propose new
strategies
Conclusion
References

Overview
Mariott was incorporated in 15th may
1927(Mariott,2018).
Marioot is a leading and growing company with
more than 6,700 properties across 130 countries.
The revenue of Mariott was $22 billion in 2017
(Mariott,2018).
Integrity, dignity, excellence, and embrace
change are included in the core values of Mariott.
Mariott has standing partnerships with approx 30
diversity organization (Mariott,2018).

Elements of service
There are four elements of service in hotel industry. The four
elements include service culture, service quality, employee
engagement and customer experience. The four key
elements of service in Hotel Mariott have been discussed
below.
Service culture
 Culture is a set of value, customs and principles that helps
in attracting guests in the global market. The success and
growth of hotel is dependent on the velocity and quality of
hotel.
 Mariott uses snackable and shareable framework to meet
the needs and requirements of clients (Lovelock and
Patterson, 2015).

Employee engagement
The employee engagement includes
leadership, attitude and activities of people in
the hotel. If employee engagement is carried
out by Mariott effectively then it can attract
maximum number of customers widely. It is
one of the significant core services of hotel
Mariott.
Service quality
 Service quality is also considered as core
service of hotel Mariott.
 The hotel provides innovative and unique
services to the clients for maximizing their
level of satisfaction.

The core services also include revenue
management, hotel online presence,
internet marketing and sales.
Customer experience:
The customer experience include
continuous improvement, customer
intelligence and account management.
Hotel Mariott also provides supplementary
services such as special offers, packages
and discount on food (Han,Kim and
Hyun,2011).

Service business characteristics
It is true that hotel Mariott uses intangibility,
perishability, simultaneity and heterogeneity.
Intangibility is used by hotel in marketing to
explain the inability to assess the value
attained from engaging in an action using any
tangible evidence.
 Perishability is another characteristic of
service offered by Mariott. In this feature,
service capacity cannot be stored in near
future (Shaw, Bailey and Williams, 2011).

simultaneity is essential in services which
being offered by Hotel Mariott to the
customers. It helps in consuming the
service at the same time.
 Along with this, heterogeneity is also
significant in hotel Mariott. Heterogeneity
arise through interactions. It is vital
characteristic of core services in hotel.

Current service marketing mix and
7Ps
Marketing mix is essential for hotel services to gain
competitive benefits in the global market. It is
significant strategy to overcome the competitors
globally. The 7Ps for hotel Mariott has been detailed
below.
Product: Hotel mariott divides its services in the 3
parts such as actual, core and augmented which
entails different services like resorts, hotels, lodgings
and hospitality management.
Price: Mariott follows competitive pricing strategy to
cope up with rivalries and to make a dynamic image in
the minds of clients (Bowie et al, 2016).

Place: Hotel Mariott has set up itself in more than
120 countries across the world (Bhasin, 2017).
The hotel follows distribution strategy for
increasing revenue and profitability.
Promotion: The hotel focuses on the digital
promotional channels and advertisement to
promote and improve the services in the market.
People: People is important to serve its guests or
clients in the global market (Edmunds, 2018).
Process: Effective and transparent process is
followed by the hotel in the marketplace.
Physical evidence: Services are intangible but the
hotel provides physical experience to the
customers.

Recommendations and propose
new strategies
It is recommended that Mariott should maintain
reciprocal relationship with customers to beat the
competitors.
Employee engagement shall be done by the top
management to improve the services of the hotel.
They should also focus on the service delivering
process, and experience.
It is proposed that Mariott needs to focus on the
promotional and pricing strategies to stand out
against the competitors.

Conclusion
It is concluded from this presentation that Mariott
is a publicaly traded company. It is associated
with hospitality and tourism industry and handles
with hotels and resorts.
 The presentation shows that how Mariott uses
marketing mix strategies to attain competitive
benefits.
 Along with this, it also explains the features and
aspects of services offered by the hotel. At the
end some recommendations have been given to
improve the services of the hotel.

References
Bhasin.H.2017. Marketing mix of Mariott[Online]. Available from
https://www.marketing91.com/marketing-mix-marriott/ [Accessed as on 13th september 2018].
Edmunds.S.A.2018. Types of service marketing strategies [Online]. Available from
https://smallbusiness.chron.com/types-service-marketing-strategies-47295.html [Accessed as
on 13th september 2018].
Mbaskool.2018. Mariott marketing mix [Online]. Available from
https://www.mbaskool.com/marketing-mix/services/17317-marriott.html [Accessed as on 13th
september 2018].
Bowie, D., Buttle, F., Brookes, M. and Mariussen, A., 2016. Hospitality marketing. Routledge.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Han, H., Kim, W. and Hyun, S.S., 2011. Switching intention model development: Role of service
performances, customer satisfaction, and switching barriers in the hotel industry. International
Journal of Hospitality Management, 30(3), pp.619-629.
Shaw, G., Bailey, A. and Williams, A., 2011. Aspects of service-dominant logic and its implications
for tourism management: Examples from the hotel industry. Tourism Management, 32(2),
pp.207-214.
Mariott.2018. Our story [Online]. Available from
https://www.marriott.com/about/culture-and-values/history.mi [Accessed as on 15th
september 2018)