Marketing Function and Hospitality Industry Analysis Report 2019

This report examines the marketing function and its critical role within the hospitality industry. It defines the marketing function as the process of understanding and promoting successful products by differentiating them from competitors. The report outlines the various types of marketing functions, including market research, marketing planning, product development, and customer support. It details the roles and responsibilities of the marketing function, emphasizing strategy management, marketing research, and sales support. The report uses Hotel Marriott as a case study to illustrate the application of marketing strategies in the hospitality sector, discussing research, awareness, promotions, and relationship-building. The report incorporates references to academic sources to support its analysis of marketing strategies and their impact on the hospitality industry.

MARKETING FUNCTION
&
HOSPITALITY INDUSTRY

What is Marketing Function?
The process through which the organization get understand about the successful
product in market and also to promote them by differentiating with the similar
products available in market (Ardito, Petruzzelli, Panniello, and Garavelli, 2019).
The marketing function includes following types which are classified below:
 Market Research
 Marketing plan
 Product development
 Exchange Functions
 Physical Distribution
 Financing
 Risk Taking
 Packaging and Labeling
 Customer Support
Marketing Function

Roles and Responsibilities of
Market Function
The market function includes
distinct roles and responsibilities
which helps the organization to
grow and develop in the market.
In this strategy management
(Morgan, Whitler, Feng, and
Chari, 2019), marketing
research, sales support system,
product development, finance
team, distribution system etc.
are included.

The functions of the marketing research is
classified in five categories which are (Smyth,
Duryan, and Kusuma, 2019) :
 Description
 Evaluation
 Explanation
 Prediction
 Aid in decision making
Function of Marketing
Research

The hospitality industry consists of wide range of the
services in which food, accommodation, transportation
etc. are included.
Hotel Marriott is the multinational company which is
involved in the hospitality industry. The hotel was
founded in 1927 in Washington and nowadays it is one of
the leading brand in hospitality industry (Shareef,
Mukerji, Dwivedi, Rana, and Islam, 2019).
Hospitality Industry

Marketing Function and
Hospitality

Marketing function helps to identify the strategies which
are used to improve the hospitality industries. These
strategies are defined below (Ma, Huang, Lin, and Yang,
2019) :
 Research
 Awareness
 Promotions
 Relationships
Strategies for Hospitality

 Ardito, L., Petruzzelli, A.M., Panniello, U. and Garavelli, A.C., 2019. Towards Industry 4.0: Mapping digital technologies for supply chain management-
marketing integration. Business Process Management Journal, 25(2), pp.323-346.
 Morgan, N.A., Whitler, K.A., Feng, H. and Chari, S., 2019. Research in marketing strategy. Journal of the Academy of Marketing Science, 47(1), pp.4-29.
 Mora Cortez, R. and Johnston, W.J., 2019. Marketing role in B2B settings: evidence from advanced, emerging and developing markets. Journal of Business &
Industrial Marketing, 34(3), pp.605-617.
 Smyth, H., Duryan, M. and Kusuma, I., 2019. Service design for marketing in construction. Built Environment Project and Asset Management.
 Shareef, M.A., Mukerji, B., Dwivedi, Y.K., Rana, N.P. and Islam, R., 2019. Social media marketing: Comparative effect of advertisement sources. Journal of
Retailing and Consumer Services, 46, pp.58-69.
 Russell-Bennett, R., Fisk, R.P., Rosenbaum, M.S. and Zainuddin, N., 2019. Commentary: transformative service research and social marketing–converging
pathways to social change. Journal of Services Marketing.
 Ma, M., Huang, J., Lin, S. and Yang, S., 2019. From finance to marketing: Initial public offering ownership overhang and marketing in the hospitality
industry. International Journal of Hospitality Management, 76, pp.71-82.
 Wang, K., Chen, M.H., Lin, C.P. and Hu, D.F., 2019. Corporate philanthropy effect on hospitality consumer benefit. Journal of Hospitality and Tourism
Management, 39, pp.224-227.
 Strizhakova, Y. and Coulter, R.A., 2019. Spatial distance construal perspectives on cause-related marketing: the importance of nationalism in Russia. Journal
of International Marketing, 27(1), pp.38-55.
References