INTERNATIONAL SERVICE MARKETING

International Service Marketing: Marriot Hotels and Resorts



International Service Marketing: Marriot Hotels and Resorts

Introduction

International service marketing emerged as an effective business strategy with the help of expended technology to increase competitiveness and profits. Businesses that sell tangible and intangible products offer service marketing. For example, Star bucks provide a tangible product that is coffee on the other hand it offers good environment as an intangible product. International service marketing stretches beyond the country that the business was established in. The social media sites, internet, and foreign investment have helped business to increase their international reach to effectively attract new cons timers that do not live in close proximity to the physical headquarters of the company (Lovelock, 2011, 12). Implementing effective international marketing services in any sector of the industry helps in attracting new consumers that helps on increasing revenue of that company. The increase in the profits gives companies sufficient capital required to grow and develop. With increased revenue companies are able to invest more in research and development department in result of which new business innovations and ideas are born.

Continuous development of commodity relations and the variety of goods forced to think of new strategies. This is a global problem and prevents the formulation of direct problems. Properly thought out strategy is to implement the goals. If under the influence of some factors lined crumbling steps, then the ultimate goal is unattainable (Onkvisit, 2004, 3). Service Marketing is been effectively used in hospitality industry, thus in this paper I am going to discuss international service marketing strategy of Marriot Hotels and Resorts. The paper will discuss about a particular service of Marriot Hotels and Resorts that was need to be identified and recommendations accordingly shall be given. The purpose of this paper is to let readers know about the importance of international service marketing and the importance of continuously reviewing their service marketing activities as it as huge impact on the behaviour and perception of consumers.

Marriott hotels and Resorts

Marriot international is operating more than 3500 hotel properties around the globe under its portfolio of distinct brand. Its evolving brands include JW Marriot, Marriot Hotels Resorts, EDITION, Renaissance, Residence Inn, ExecyStay, TownePlace, Springhill Suites, Marriot Vacation Club, Courtyard by Marriot Fairfield Inn and Suits, AC Hotels, Grand Residences, and Autograph Collection. Marriot international also has properties that fall in the following tires: Collections tier, Luxury tier, Signature Tire, Select Service and Extended Stay tire, and Life style and Boutique tire. In this paper of the paper we are particularly focusing on Marriot hotels and resorts. Marriot Hotels and Resorts is Marriot International's Flagship brand of full service resorts and hotels.

According to The Time, 2009, the company is considered as the 4th best company in UK to work for. As of August 2012, there are 502 resorts and hotels operating under the brand name of Marriot. The Marriot reward is the loyalty program. When we talk about services of resorts and hotels Marriot is a brand name ...