Marketing Mix

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TITLE: MARKETING MIX OF THE MANILA HOTEL
SUBMITTED BY: 施天仁 Zyril Christian Cruz
2008290005 饭馆082
THESIS SUPERVISOR: Gu Huimin
LOCATION OF RESEARCH: MANILA HOTEL

TABLE OF CONTENTS

CHAPTER
I.INTRODUCTION

BACKGROUND OF THE STUDY
CONCEPTUAL FRAMEWORK
THEORETICAL

II.REVIEW OF RELATED LITERATURE

RELATED LITERATURE
LOCAL/FOREIGN
RELATED STUDY
LOCAL/FOREIGN

III.PROBLEM AND ITS BACKGROUND

STATEMENT OF THE PROBLEM
ASSUMPTION OF THE STUDY
SIGNIFICANCE OF THE STUDY
SCOPE AND LIMITATION
DEFINITON OF TERMS

IV.METHODOLOGY

METHODS OF PROCEDURE DESIGNS
REFERENCES

CHAPTER I

INTRODUCTION
BACKGROUND OF THE STUDY
The Manila Hotel is a 570-room five star hotel in Manila, Philippines, Located in the heart of the Manila Bay area. The Manila Hotel is the oldest premiere hotel in the Philippines, built in 1909 to rival Malacanang Palace, where the Philippine president now lives, and opened in 1912. It was built on 3.5 hectares (376,736.9 sq ft) of the land along Roxas Boulevard. It was the residence of General Douglas MacArthur from 1935 to 1941.

On January 17, 2008, at the Number One Rizal Park, the Manila hotel Tent City’s blessing and grand opening was held at 5:00 p.m. its conference halls seat 7,000 guests, and it will accommodate another 2,500 guests, for wedding, reception, anniversaries, conventions, and exhibitions.

The hotel contains the offices of several foreign news organizations, including The New York Times. It has hosted numerous historical persons and celebrities, including authors Ernest Hemingway and James A. Michener, U.S. President John F. Kennedy, The Beatles, actors Michael Jackson, Douglas Fairbanks, Jr., and John Wayne, publisher Henry Luce, entertainer Sammy Davis, Jr., Prime Minister Sir Anthony Eden, and many various world leaders.

HISTORY
When the United States took over the Philippine Island from the Spanish in 1898 after the Spanish-American War, President William McKinley began Americanizing the former Spanish colony. In 1900 he appointed Judge William Howard Taft to head the Philippine Commission to evaluate the needs of the new territory. Taft, who later became the Philippines’ first civilian Governor-General, decided that Manila, the capital, should be a planned town. He hired as his architect and city planner Daniel Hudson Burnham, who had built Union Station and post office in Washington. In Manila, Mr. Burnham had in mind a long wide, tree-lined boulevard along the bay, beginning at a park area dominated by magnificent hotel. To design the hotel Taft hired William E. Parsons, a New York architect, who envisioned an impressive, but comfortable hotel, along the lines of a California mission, but grander. The original design was an H-shaped plan that focused on well-ventilated rooms on two wings, providing grand vistas of the harbor, the Luneta, and Intramuros. The top floor was, in fact, a large viewing deck that was used for various functions, including watching the American navy steam into the harbor.

CONCEPTUAL FRAMEWORK

THEORETICAL

The framework of this study is all about the marketing mix of the Manila Hotel, where we can see the advantages and disadvantages of the marketing mix promotion, price and advertising. It only means that not all the ideas of marketing mix has an advantages, but it has also disadvantages that we can easily be resolve in order to progress the hotel. Some advertising has some disadvantages especially those who will not do anything right, as we all know our country was one of all country that has terrorist attack. That was why some traveler has a phobia on this. In Promotion, it was expensive if the hotel will do this always. The price was just fine,for our tourist will accommodate it.

CHAPTER II...
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