Business Marketing

Marriott's Sales and Marketing strategy generates strong brand preference by four different catagories:

The Strongest and Most Cost-Effective Distribution Systems
Strong Customer Knowledge and Relationships
Innovative Strategies and Programs
The Industry's Most Preferred Loyalty Program

SEGMENTING AND TARGETING MARKETS

In the pursuit of continued growth, Marriott continued to diversify its business. The 1982 acquisition of Host International made it America's top operator of airport food and beverage facilities. Over the course of the following three years, Marriott added 1,000 food service accounts by purchasing three food service companies, Gladieux, Service Systems, and Saga Corp. Determining that its high penetration in the traditional hotel market did not offer many opportunities for growth, the company initiated a segmented marketing strategy by introducing the moderately priced Courtyard by Marriott hotels in 1983. Moderately priced hotels comprised the largest segment of the U.S. lodging industry, a segment filled with established competitors such as Holiday Inn, Ramada, and Quality Inn. Research conducted by Marriott registered the greatest consumer dissatisfaction in the moderately priced hotels, and Courtyard hotels were designed to offer travelers greater convenience and amenities, such as balconies and patios, large desks and sofas, and pools and spas.

Developing and Managing Products

Marriott's main product would be its service to thier customers. Marriott takes thier time in making sure their customers have the best services to offer. Marriott offers the employee extensive training to ensure that the company keeps up with the compettitors out there. Right now Marriott Hotels are in first place for customer satisfaction. Also providing specials such as reward points and holiday specials customers are sure to stay loyal. Keeping the company fresh with new ideas will turn out to great revenue as well.

Holiday special

This season Marriott has decided to offer families and friends across the world a stay at a participating Marriott Hotel for as little as $89 starting. Want to visit some family and worried it will be too expensive? Count on Marriott for a pleasurable stay at a low rate.

Integrated Marketing Communications

For many years Marriott has served a broad variety of different customers. Over the year Marriott learned from many different people, no matter where in the world you are from or what purpose you have come to the Hotels or Resorts, they will be there for your every need. Marriott has made changes over the years in every way to satisfy the customers needs and wants. From vacationing needing time to sit back and relax to extended stays due to business. For every customer there is a Marriott for you.



Marriott is a growth company outside the U.S. Thirty-eight percent of all full service hotels are now open outside the U.S. and the growth in international distribution is aggressive and fast. They are expanding into new markets where Marriott is not known. It is important to understand the environment, media market and consumers in those markets to succeed as a new entrant.

Product Concept

Brand name is that part of the brand that can be spoken, including letters words and numbers.
Marriott^® Hotels & Resorts is the most trusted name in hotels with its consistent quality and its genuine care. For business, leisure, or group events, Marriott Hotels & Resorts is at your service to ensure your success by providing business centers, concierge, room service, and more. Whether you are going across the state or across the globe Marriott will be well known and worth the stay just by hearing the brand name.

Pricing Concepts



When Marriott Hotels sets their prices for their services they are thinking in the best interest of their customers as well as also keeping in mind the importance of the profit to stay in business. Marriott structured themselves with the ability to charge the "reasonable price" for the service being provided and make a profit that would reflect on better tomorrows for the company. Pricing is very important to any company considering there will always be competitors where you can pay less for the same type of service. So when you provide outstanding service customers realize the cost may be higher for the quality services they are being provided. Most customers see the value of the good or service through the price and by the information research. If the price is too high they might want to shop around. But if they have done their research and know the quality of the service or good then they will not mind paying more for it.

Sales Promotion and Personal Selling

Specials such as stay 3 nights get the fourth free or special holiday rates for holiday season let the customers at Marriott see why its better to stay at a Marriott Hotel rather than any other Motel or Inn. There are many different customers with different needs and those looking for great deals as well as saving money look forward to special packages and promotional rates. Even those on business trips sometimes choose to have a special on there stay just because they are there for business and not pleasure where a person might care less about how fancy the hotel is compared to the special discount they got for the short trip. Thses promotions are important in every customers lives one way  or another.

Advertising

The Marriott Hotel promotes their services through institutional advertising. Marriott started a campaign in 2007 targeting business travelers from all over the world. Their main focus was for the traveling business people to feel at home. They understood that as the people travel for business they didnt have time to adjust to new surrounding while focusing on their business goals, so Marriott made that happen for them.
The progressive campaign includes commercials on media outlets such as CNN en Espanol, Bloomberg, Al Jezeerah, France 24, Discovery and in-flight television channels aboard airlines including Air China, Lufthansa, LAN, Cathay Pacific, Singapore Airlines, Qantas, and Japan Air Lines.  Additionally, the campaign includes on-line advertising, traditional print placements in publications like the Economist and outdoor and airline terminal media. This advertisement in all different places was presented to many different travelers and in result reflected a great success.

Retailing

Marriott Retailing

When  walking into a Marriott hotel the first thing you notice is the inviting decor of the place. The way the layout of the furniture is placed down to the aroma lets you know you are about to enjoy your stay. The first person to greet you in the doorman he welcomes you in and invites you with a pleasant tone of voice. The second to greet you are the Guest Service Representatives. They are the ones you come to, to check-in or to book your reservation. These representatives play are big role in the company because they are the first impression of the staff at the hotel. All of this is the first 10 minutes of being in the hotel and this all plays a part in retailing to the guest.

The Marriott Hotel strives to give their employees all the right trainings and qualifications to assist each and every guest. From those who came on a business trip to those visiting family with littles ones. Every guest is treated with respectful and curtious manners.

Consumer Decision Making and Integrated Marketing communications

DESICION MAKING PROCESS

The Marriott Hotel offers there customers different rewards in order for their guest to have ultimate experience at the hotel. This allows the customer not only to see that this is a great choice but it also gives them a reason to keep coming back.

The Marriott first rewards program started in November 1983 called Marriott's Honored Guest and it includes Marriott Hotels and resorts. In May 1997 the name was changed to Marriott Rewards and was the worlds first multi-brand frequent guess program.

Membership: 34 million members worldwide
Cost: Marriott Rewards membership is free.

Earning Method Members earn choice of Marriott Rewards points, frequent flyer miles or Payback Points (Germany) for dollars spent at 3,400 hotels worldwide.

When choosing a hotel the first thing you think about is the convinience in the area you need to stay at. Then after you find the hotel in the right area you start to research information on the hotel cost, cleanliness, reviews etc. Sometimes it even takes looking at other hotel as an alternative to make a desicon to make sure you will be satisfied at the end. After you have come to the conclusion of your desicion you book the hotel assuming you have made the best desicion.

Consumers experience at the hotel plays a big part in there stay. This alone will show if the customer will ever return or even recommend this hotel. Marriott offers guest the rewards knowing that the experience at the hotel is worth returning for the next vacation and maybe even have a longer stay.

Developing a Global Vision



Since its founding in 1927, Marriott has valued diversity and inclusion of all associates. This legacy is now a fundamental operating principle and business imperative. The diversity within the business has been very successful since Marriott has opened many different sites and has recruited many different employees from minorities to the advancement of women employees..

As Marriott grows and expands globally, we continue to broaden how we think about global diversity and inclusion, reaching across cultural borders to embrace the unique gifts and talents of the communities where we live and work.

Marketing Environment

Marriotts target markets are for the extended staying guess and the local businesses... Marriot also offers Loyalty Rewards Program for more than 34 million members offering special rates and points to redeem other special offers. Marriott has also joined online social networks from Facebook to Youtube to reach new customers. They believe with the effort in the marketing approach they will continue to be successful in the business.

Social Responsibility and Ethics

Marriott organized an ethics training program called “How We Do Business Is As Important As The Business We Do,” and  is a required part of orientation for associates, and includes Marriott’s commitment to human rights.

Marriott started this program to show how important it is to have run a business the right way. Marriott strives to show that they do not associate them selves with exploitation of children nor human trafficking. This shows that Human Rights policy is being enforced in all chains of Marriott Inc.

The Ethics training program teaches the importance of corporate values and ethical responsibility to the continued success of the travel and tourism industry. Marriott’s Internal Audit Department conducts an annual Legal and Ethical Conduct survey of a broad cross section of associates, including all officers and senior managers, to determine compliance with the company’s Ethical Conduct policy.

Strategic Planning

With so many competitors out there, Marriott has stayed in business by always maintaining a fresh look with new ideas and renovations within the hotel.. Marriott International, Inc has ranked 48th among the top technology innovators in the U.S. by InformationWeek magazine. This is the twelfth consecutive year that Marriott has been named to the InformationWeek 500. Companies honored represent today’s leading technology innovators. Marriott also extends themselves because they have such programs as "take care" and "choose health every day" both programs for employees that wish to stay in great health. This is important to employees because it shows Marriott also cares for the employees just as much as its customers.

The Beginning

HISTORY and DIVERSITY

Since its founding in 1927, Marriott has valued diversity and inclusion of all associates. This legacy is now a fundamental operating principle and business imperative.

Since 2003, our Committee for Excellence has promoted the recruitment, retention, and advancement of women and minority employees, and initiated efforts to develop an increasingly diverse owner, guest, and supplier base. In 2005, the J. W. Marriott Diversity Excellence Award was created to recognize a business unit or department for promoting diversity and building an inclusive environment.

Our 10-member Board of Directors includes three minorities, including two women. Our Regional Diversity and Inclusion Councils ensure that our diversity strategy is implemented in local markets with strategic partnerships, targeted recruitment campaigns, diversity communications, and other outreach to associates.

As Marriott grows and expands globally, we continue to broaden how we think about global diversity and inclusion, reaching across cultural borders to embrace the unique gifts and talents of the communities where we live and work.

MARRIOTT MISSION

http://www.blogs.marriott.com/ Take a look at how Marriott will be changing their ways.