7 Elements of Extended Marketing Mix
Travel and Tourism Management
Introduction
For the assignment author was asked to explain the 7 elements of the extended marketing mix and illustrate how the mix would be tailored to suit the needs of two customer groups, within a Hospitality and Tourism organisation of the choice.
The organisation author choose to help demonstrate how extended marketing mix is used in real work environment is Hilton Belfast Hotel in Northern Ireland.
Author will explain extended marketing mix definition and 7 elements of it.
Extended Marketing Mix
Marketing decisions generally fall in to the following four categories: * Product * Price * Place * Promotion
The term ‘marketing mix’ became popular after Neil H. Borden published his 1964 article, The Concept of the Marketing Mix. Borden began using the term in his teaching in the late 1940’s after James Culliton had described the marketing manager as a ‘marketing mix’.
As a market changes a lot there is a need to consider of the elements marketing mix from different perspective. In addition to the conventional ’four Ps ‘product, price, place, and promotion it is suggested to add people, physical evidence, and process.
The marketing mix insist firms with right everything (right product, right price, right promotion and right place), when deciding to introduce a product or service. Marketing mix is very important because the variables involved can be controlled by the firm to the target. That control gives some power to firm over what product and how to present, at what price, how much promotion to conduct, and witch location to present product or service.
Overview of Hilton Belfast Hotel
The organisation author choose to help demonstrate how extended marketing mix is used in real work environment is Hilton Belfast Hotel.
Hilton Belfast Hotel is a hotel of the large Hilton Hotels Corporation. The original company was founded in 1919 by Conrad Hilton.
Introduction
For the assignment author was asked to explain the 7 elements of the extended marketing mix and illustrate how the mix would be tailored to suit the needs of two customer groups, within a Hospitality and Tourism organisation of the choice.
The organisation author choose to help demonstrate how extended marketing mix is used in real work environment is Hilton Belfast Hotel in Northern Ireland.
Author will explain extended marketing mix definition and 7 elements of it.
Extended Marketing Mix
Marketing decisions generally fall in to the following four categories: * Product * Price * Place * Promotion
The term ‘marketing mix’ became popular after Neil H. Borden published his 1964 article, The Concept of the Marketing Mix. Borden began using the term in his teaching in the late 1940’s after James Culliton had described the marketing manager as a ‘marketing mix’.
As a market changes a lot there is a need to consider of the elements marketing mix from different perspective. In addition to the conventional ’four Ps ‘product, price, place, and promotion it is suggested to add people, physical evidence, and process.
The marketing mix insist firms with right everything (right product, right price, right promotion and right place), when deciding to introduce a product or service. Marketing mix is very important because the variables involved can be controlled by the firm to the target. That control gives some power to firm over what product and how to present, at what price, how much promotion to conduct, and witch location to present product or service.
Overview of Hilton Belfast Hotel
The organisation author choose to help demonstrate how extended marketing mix is used in real work environment is Hilton Belfast Hotel.
Hilton Belfast Hotel is a hotel of the large Hilton Hotels Corporation. The original company was founded in 1919 by Conrad Hilton.
Bibliography: http://www.cateresearch.com (accessed: 28th February 2011) http://www.doubletreefranchise.com (accessed: 27th February 2011) http://www.expedia.co.uk (accessed: 28th February 2011) http://www.hilton.co.uk/belfast (accessed: 24th February 2011) http://www.jobbankusa.com (accessed: 25th February 2011) http://en.wikipedia.org (accessed: 24th February 2011) Blythe J., (2001) Essentials of Marketing, 2nd Edition Prentice Hall Bowie D., and Buttle F., (2004) Hospitality Marketing- An Introduction, Butterworth-Heinemann London