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Analysis 2 - Article Example

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Review of article on marketing practices of hotels and resorts in ChiangMai: A study of products, pricing, and promotional practices Customer Inserts His/Her Name Customer Inserts Grade Course Customer Inserts 17th January, 2013 Hotels and resorts make use of different marketing tactics such as product, pricing in the process of wooing customers…
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Article analysis 2
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Download file to see previous pages The results of the study showed a different picture of what is usually assumed concerning marketing. This is shown below: Literature Review From the literature review of the article, we get to know that three factors namely price, product and promotions are used in ensuring that business operate efficiently and marketing campaigns are conducted effectively. The article makes an analysis of price and in fact talks of price being a major factor in terms of ensuring customer numbers are achieved. The article emphasis on the need for a good pricing model since price is responsible for generation of income (Etzel, 2004). Another important factor was promotion in that it determines the way people are informed of a certain brand, service of product. As a result, managers should make use of promotion methods that enhance brand perception such as messages which persuade, inform and linger in minds and hearts of consumers (Daniels, 2009). These factors influence the behaviour of consumers in different sections of the world and in relation to ChiangMai, the four P’s (Price, Product, Promotion and Place) are important in marketing tourism in the region. The place in this article looks into ChiangMai as a tourist destination with a lot of attractions to offer in terms of nature, culture and the hotel industry (Kandampully, 2007). Hotels in the region rely on the four P’s of marketing to enhance their product offering and thus some 19 hotels decided to conduct a research based on these factors. In this case, questionnaires were deployed for the purpose of conducting the study and these questionnaires were given to managers and hotel guests. Analysis The marketing study was done based on certain variables and the study measured the implementation of marketing practices of hotels and resorts against customer satisfaction levels based on product offering, pricing and promotions. In terms of ownership, the hotels in ChiangMai are either corporate or individually owned and this affects that way businesses are marketed. For instance, solely owned hotels have unlimited liability unlike corporations while age of the hotel is also a big factor since many of the hotels in ChiangMai have been operation for a long time. The products offered by these hotels were also surveyed and this included the rooms, types of services, size of rooms and it was found out that most of the hotels offer both sleep and food services (Swarbrooke, 2012). In the process of serving customers, the data analysis revealed that offering food in addition to lodging created better revenues. Apart from offering good products, the services that were offered by ChiangMai’s hotels were superior in the fact that the managers considered services such good hygiene, prompt and courteous service were highly considered in marketing. However, it is the level of implementation the marketing strategies and goals that was important in the process of undertaking this study. In terms of making use of price factor, most hotel managers made use fair pricing systems to attract customers (Sangkaworn, 2008). However, promotion was considered among the high priorities of managers in terms of marketing since hotels made use of friendly gestures and hospitality to attract and retain customers. When the two set of factors were correlated for the purposes of the study, it was found out ...Download file to see next pagesRead More
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