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Marketing Essay

1659 words - 7 pages

BACHELOR OF INTERNATIONAL RESTAURANT MANAGEMENT

BACHELOR OF INTERNATIONAL RESTAURANT MANAGEMENT

Course name: ADVANCED MARKETING

Assessment: Assignment 1 : Essay

Students name: SARAH BINTI ISKANDAR FAIZ

Preferred name: SARAH

Student # 640996

3. What is the purpose and what are the benefits of the marketing philosophy? How does it differ from past traditional philosophies? Give company examples (with appropriate referencing) to illustrate. Give examples to explain how companies are moving towards societal marketing within the hospitality and tourism sectors.

An establishment of an organizations, business or products constantly applies marketing ideas by ...view middle of the document...

In this paper I would like to elaborate
more on of the marketing philosophy towards organisation, the difference and changes from the past traditional philosophies and how current organizations are moving forward towards societal marketing.
The evolution of marketing philosophy and concepts has clearly evolved in the past
years especially on the three major concepts which are product, selling and marketing
concept but currently business are more likely to consider societal marketing as part as their long term goals. Firstly, looking at product concept which refers to the supply creates it owns demand or it means the higher the productivity the higher the sales will be. Most of the
business might think in this simple direction, the more they produce the more profit they will gain and by lowering their cost to the minimal but this will be only works for large scale
production. This will be the past traditional thought for this philosophy it is because it has
been assertive when the economy was experiencing industrial revolution. In these days, to
apply this exact same idea on hospitality industry it might be slightly difficult, the main reason would be because the services that they offer are perishable but also other factors such as
rising level of competitors, constant changing trends, limited resources, financial budget
concern change and keeping up with society demands.

Secondly would be the selling concept, targeting only on promotion activities to
attract customers. For an example, travel booking often offer package deal to customer,
although customer would only want to book a flight ticket but by looking at the price or
attractive offers it would spark an interesting for customer to actually buy more. A great way
for business to up sales their product or services. Thirdly would be the marketing concept,
often only focus on the target market needs and wants, striving to keep long term customer
by maintaining customer satisfaction. Program such as loyalty card, collecting points, or
discount card are one of the method marketing used. Example of large organisations to
small business practices it, such as Woolworths with the Everyday Reward card, Qantas
Airline Frequent Flyer Membership or local coffee shop with coffee card that shows if
customer purchase 10 coffee the next one will be free. This will keep customer coming to
buy from the business.

Lastly would be societal marketing, looking at hospitality organisation that are now moving towards societal marketing, it focus on the environmental side and social welfare but it’s still moving forward alongside organisation overall marketing plan. Societies are more environmental consciousness because they are looking for sustainability. A good example of hospitality organisation that emphasize on environmental awareness would be The Hilton Group hotels. By browsing through Hilton in Sydney we would be able to see their vision statement which is...

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