营销策略是由各种相互关联的区域通常被称为市场营销组合。市场营销组合是一个框架在冷杉决定卖什么(产品),以什么价格出售(价格),出售(地方),如何销售(晋升),酒店部分是一个服务行业,除了4 P营销3 P的将包括即谁将出售(人),证明所提供的服务(物理证据)最后如何提供(过程)(贝克,迈克尔·J。,2012)
“At the heart of business strategy lays the marketing strategies”, “Businesses exists to provide products or services to satisfy customer’s need. However marketing exists to sell those products and services to the customer so that business can run with revenue earned by selling.” (ROGERS, Stuart Clark, 2001) with this statement as a start we can see how important marketing strategies are to the overall business strategies. Marketing is defined as to what an organisation must do to create and exchange the values as product and services with the organisation customers. Successful marketing is all about understanding competition, collaborations, customers and understanding organisational ability to serve the customers of the organisation profitably. Marketing Strategy means creating framework through which products and services dealt by an organisation are easily more effectively traded and thereby enhancing the profit generation by effective product selling for the organisation.
Marketing Strategy includes two major activities:-
ü Selecting the target market and positioning the organisational products in a way that is best meets the expectation go the targeted group,
ü Specifying the plan of action to create the desired positioning. (BAKER, Michael J., 2012)
Marketing strategy is composed of various interrelated areas commonly known as marketing mix. Marketing mix is a framework where in firs decide what to sell(product), at what price to sell(price), where to sell(place), how to sell(promotion) as hotel segment is a service sector so in addition to 4P’s of marketing 3 more P’s will be included namely who will sell(people), evidencing the services provided(physical evidence) and last how to offer(process) (BAKER, Michael J., 2012)