In order for the company to be a successful competitor in the market, as service provider should focus on creating innovative new value-added services to fulfill customer’s want or need, and promoting them using marketing techniques. These techniques cannot be applied without marketing plan.
Marketing techniques are the tools used to identify the most appropriate ways to employ in order to make profits. These techniques can be public relations, trade and consumer promotions, point-of-sale materials, editorial, publicity and sales depending on the nature of services that organization provides.
Marketing as defined by the American Marketing Association in Kotler (2009) is a set of processes for creating, communicating, and delivering value to customers, clients, partners and society at large. Marketing also is aiming at managing customer relationships in ways that benefit the organization and its shareholders. The whole idea is played by one party who thinks to achieve the responses desired by the other party. As for managerial definition, Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas ,goods and services to create exchanges that satisfy individual and organizational objectives.