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
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…
Today, tourism is a populous global leisure activity (Akehurst, 2009:51). There is increased growth in number of tourists taking their leisure activities in t different parts of globe. For instance, year 2010 witnessed a worldwide international tourist arrival, which amounted to over 940 million.
tification of New Ideas and Trends 17 4.4 Proposed Marketing Communication Model 18 5.0 Conclusion 19 References 20 1.0 Introduction The research paper is aimed towards the identification of strategic direction of a mature tourism island destination and finally development of a future communication strategy for the destination.
It enables both traditional and online marketing firms to attract, convert and maintain high value visitors, improve packaging and also increase customer life time. It requires an agency which is interactive to think broadly and to operate on the right grand scale.
Effective services marketing are a complex undertaking activity, which involves various different strategies, tasks and skills. The study will deal with five personal encounters by the author of the study and its impact on his customer satisfaction. The author of the study will also highlight the experiences of the customer while purchasing different products and services.
In the face of stiff competitions of resort and hotels, what are the strategies developed by Club Med. The analysis will be done in two parts, first is the study of consumer demand, and second, what strategies work for Club-Med.
Club Med expects to attract tourists to its several facilities located in many areas of the Mediterranean and all over the world.
Evidently 'The tourism industry is very resource and land intensive. The introduction of tourism will imply an increased stress on resources available'(UNCSD NGO Committee 1999). It is important understand the different roles between state, regional, private and state tourism organization, thus one would better realize the initiatives of marketing undertaken by those bodies to local and regional markets.
bundant attractions to visitors in the region are serene beaches and tranquil Lagunas favorable climatic conditions, lush hills and a wide variety wildlife. The area is simply one the dream attractions for any tourism promoter (KTDC, 2009).
Apart from the physical features, the
It requires an agency which is interactive to think broadly and to operate on the right grand scale. The tourism destination marketing employs different marketing and promotional practices according to Oxford Business Group
This study looks at viability of product and its marketing strategy with emphasis on establishing problems and their answers. Proposed product and its marketing strategy will be put to deliberation in order to assess whether the idea may work or not. Feasibility study is carried out in three domains: Market, Technical and Organizational Structure.
15 pages (3750 words)Essay
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