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Tourism Service Marketing - Essay Example

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Tourism service marketing Name Institution affiliation Tutor Date Tourism service marketing Relationship marketing Relationship marketing is a marketing strategy based on customer satisfaction and retention rather than pushing sales and seeking profits. This strategy involves an effective market research and determining market wants and needs before venturing into the production process…
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Tourism Service Marketing
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Download file to see previous pages These organizations are keen to embrace new technology and trends that are relevant in the market (Gordon, 1999). In this case, consumers also dictate the pricing of the goods and services. Schneider (1980) points out customers are given the first priority and dictate almost all strategies implemented in this organizations. Both support and critics have been provided for this marketing strategy. In an argument by Gordon (1999) relationship marketing strategy is e most significant strategy that would ensure an organization has a greater competitive advantage. The author defines competitive advantage as the ability of an organization to be preferable than its competitors in terms of consumer selection (Gordon, 1999). To ensure consumer selection an organization should ensure the competitors are first priority when implementing marketing and production strategies. Christopher, Payne & Ballantyne (1991) point out that this can only achieve with the relationship marketing strategy. The same argument is supported by Gordon (1999) who points that competitive advantage achieved through relationship marketing strategy is effective enough than any other form. The author compares relationship marketing strategy to the profit and sales oriented marketing strategy (Fielding, 2006). ...
For this reason, the relationship marketing strategy is more effective is achieving competitive advantage that the profit oriented marketing strategy. In analyzing the advantages of the relationship strategy, Turner (2003) argues that the strategy captures the attention of a wide market range hence ensures sufficient income from their production of goods and services. Additionally, the strategy ensures that an organization retains a significant level of competitive advantage. Worthington & Britton (2009) also point out that the strategy makes it easier and possible for an organization to expand its market area and still be assured of a good market reception. However, Gordon (2009) points out that this strategy has negative influence in the profit retention and sales pushing of an organization. The author indicates that the profit retention marketing strategy incorporates all strategies possible to push sales (Gordon, 2009). With this strategy, an organization ensures that the target profit and sales level is ensured. With the achievement of extra profit and sales, an organization is in the best position to retain a significant competitive advantage. Turner (2003) also argues that an effective advantage is based on the internal success of an organization rather than its marketing abilities. In analyzing the marketing strategy of Costa Coffee, the organization uses relationship marketing strategy (Fielding, 2006). Since its creation in the United Kingdom the organization has been successful across Europe and the some parts of Africa (Worthington & Britton, 2009). As a hotel organization the organization focuses on effective pricing, hospitality and service provision, quality production of goods and ...Download file to see next pagesRead More
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