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The American Marketing Association as the process or activity of communicating, delivering, exchanging, and creating service or product information that is valuable to customers and the community as a whole define marketing. It identifies, anticipates, and satisfies the targeted clients (Reitman, 1996). Philip Kotler who has written a number of articles concerning marketing defines it as a social process used by a people, individually or in a group to achieve what they want by the creation or exchanging their product details and their values with others.
Hilton Hotel is one of the biggest names when it comes to service and hospitality industry. It is known for its' stylish, and effective services to it's' customers, and its' dedicated staff members all around the globe. Many leaders and celebrities have been served and accommodated in Hilton Hotels. This established organization has made a name for itself and left a legacy by ensuring that they giving best services and investing in innovation in order to satisfy their customers. Currently, Hilton Hotels and Resorts boast of 540 hotels that are spread in 76 countries worldwide. People in the social networks like facebook, you tube, and twitter can engage with Hilton. Not only do the customers enjoy luxurious services in the hotel, but they also enjoy the mid-priced hotel services.
Principles that affect Hilton Hotel
Marketing is done in relation with all aspects of the business. The Hilton Hotels are very keen on specifying their available services like transportation, communication and accommodation services to give a clear picture to the customers.
Marketing has a vision that makes the pubic understand the hotel's purpose and direction. The hotel markets itself in ways that generally shows its' goals in giving best services and hospitality.
It is done in a way that people can see the difference of its' services compared to other hotels. The Hilton markets itself in such a way that the services and hospitality are different and better.
The marketing segment of the organization has well planned schedules and adequate staff. The Hilton has a well-defined marketing team that is dedicated to its' responsibilities.
Patience is needed in the marketing sector. The organization is well aware that some marketing strategies take time to achieve its' objectives while others take less time.
Checking the effectiveness of the marketing strategy is important. Hilton makes the point of following up its' marketing strategies and makes corrections, if there is a need.
Marketing mails depend on the used list, your offers, and the graphics an organization uses. The Hilton ensures that the targeted customers are properly informed with the best and detailed means.
It is important to dwell on responses given from the clients. The Hilton makes sure that the right members of staff address the responses they get.
There is a tendency of credit card privileges to increase sales, which the Hilton offers in order to improve its' working relationship with customers.
The use of time limit offers improved demand for the specified time. The Hilton has a time limit offers that are used in order to achieve the desired sales targets.
Use of well written catalogues has been used by the Hilton Hotels so as to provide detailed information about the services they offer
Hilton Hotels have used customer care in order to provide help to customers. Customer satisfaction is the most important principle in the hotel business.
Hilton Hotel majorly deals with hospitality, which needs a well-established staff to offer the best possible services to customers. This organization has proved itself as a major service provider by establishing branches and building hotels and resorts all over the world. This allows for customer loyalty within or out of the country. Hilton is still expanding and still seeks to improve its' services.
Services provided by the Hilton include rental, audiovisual equipment, video conferencing, meeting rooms, faxing, modem, business centers, and notary public for business convenience. They provide babysitting services, high chairs, and cribs for family convenience. They also provide gift shops, elevators, newsstand, lounge, multilingual staff, luggage storage, laundry, and saving deposits among other comfort and convenience services.
The Hilton Hotels are well spread throughout the continents, including the United States of America, China in Asia, South Africa in Africa and Italy in Europe. In all these countries, Hilton has established itself as a leader in the hotel business. Furthermore, it has been accepted as a provider of up to standard services. Loyal customers would prefer to go to familiar hotels whenever they leave their countries (Turner, 2009). Since not all countries are equal in terms of their economy and culture, the Hilton management has worked to see that the locals, as well as the visitors, accept the hotel.
The four P's marketing mix used by the Hilton are, Product, Place, Price and Promotion. This is followed in order to make sure that the marketing department attains its' goals. Either, a product can be tangible goods or intangible services offered to the customer (McLaughlin, 2010). Services quality and safety are decisions, which come under this mix. The Hilton ensures that customers only receive the best quality of services and are safe from any form of harm.
Price mix makes sure that the prices of services given should be competitive in the hotel business. The management considers cash and early payment discounts by following the policies underplayed. Price flexibility and seasonal pricing are also looked into to enable the business to be fair in their prices throughout the year.
Place mix is essential as it ensures proper distribution channels to the market. Transportation and market coverage allow for growth of the business. This has seen the Hilton Hotel spread its market all over the world. Reverse logistics and inventory management come under place mix.
Promotional strategies are needed to market a brand. Brand Hilton enjoys a dedicated promotional team. Advertising and promotions of Hilton Hotels is done majorly through the internet. Public relations and publicity has been given a major role to play to ensure that the promotion mix is realized.
The competitors play a major role on the success of a business (McLaughlin, 2010). Since competitors can be a form of an asset to the business, Hilton Hotels have been keen to know all about their competitors. It is important to know their close partners in the business. This can be done online. Keeping an eye on competitors and their affiliates is a good way of keeping competition healthy.
Communication strategy should be able to connect personally to the customer, and convincing in order to persuade a customer that your services are better than the rest. The Hilton does this marketing group in a way that the customer will feel that his/her needs are addressed. A summary of services offered by the Hilton Hotel is communicated to the target market, which includes businesspersons, tourists, delegates, and families who go for vacations.
The difference of implementations of these concepts is that, in places like the U.S. where there are advanced technological operations, marketing is done online as well as transactions. Areas like South Africa rely more on local advertisement means like T.V and newspapers. The Hilton marketing team to find suitable advertising modes does proper market research. It is obvious that the Hilton Hotels owe its' success to its' effective marketing strategies.