The main reason behind the selection of internet platform as the base of Hilton

The main reason behind the selection of internet

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The main reason behind the selection of internet platform as the base of Hilton Hotels & Resorts distribution strategy relates to a wide range of conveniences associated with internet. Specifically, internet presents Hilton Hotels & Resorts customers with the possibilities of purchasing products and services in advance on the go and within a timeframe of a few seconds. Usage of Three Ps of Extended Marketing Mix by Hilton Hotels & Resorts Traditional four P’s of marketing mix discussed above have been specified as product, price, promotion, and place, and additional three P’s of extended marketing mix have been adopted as process, physical evidence and people. Process The process element of marketing mix is approached by Hilton Hotels & Resorts according to its selected business strategy. Specifically, the company aims to maintain the process of service provision in a premium levels in a luxurious manner. Generally most of the hotels are running 24/7 their businesses unlike banks or schools. It is because the accommodation services need to be provided around the year and 24 hours in a day. In order to remain competitive the marketing process used by the hotel is very important. According to Rutherford (2007) the marketing process of a hotel should begin from deciding what to be and what to offer to whom. Creating awareness and stimulating the demand among the consumers are the key marketing process can help to achieve the competitive advantage. Physical evidence Physical evidence can be explained as tangibility of Hilton Hotels & Resorts services and physical outcome that is generated from consumption of the service. Specifically, physical evidence for Hilton Hotels & Resorts includes luxurious interior and exterior design, attitude of hotel workforce towards customers and service provision, and inclusion of tangible goods within the service. People There are various people groups that play a vital role for the success of Hilton Hotels & Resorts. Broadly, people that have direct implications on Hilton Hotels & Resorts performance can be divided into three categories: customers, employees and suppliers. Customers represent an important group of people for Hilton Hotels & Resorts for obvious reasons. Generally hotel firms target a wide range of customers from leisure to business travellers, people those are want to eat outside etc. One of the big challenges to the hospitality marketing is satisfying the different mind-set customers. Over a period these customers’ needs and wants will also be changed. Employees are classified as another group of people that can have tremendous impact on service outcome, and consequently on the level of profitability of Hilton Hotels & Resorts through their performances. Moreover, Hilton Hotels & Resorts rely on a wide range of suppliers and the performance of people employed by suppliers also might have indirect implications on the performance of the company. References Definition of PR (2013) CIPR, Available at: Klever, A. (2009) “Behavioural Targeting: An Online Analysis for Efficient Media Planning” Diplomica Verlag Rutherford, D. G. (2007) Hotel management operations London: John Wiley & Sons
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  • Winter '16
  • Kadhine Everdine
  • Marketing, Hilton Hotels, Hilton Hotels & Resorts

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