http://www.hotelmarketingassociation.com/blog/2009/does-marketing-only-control-one-of-the-4-ps/ All aspects of marketing in the hotel industry Wed, 14 Oct 2009 11:21:03 +0100 http://wordpress.org/?v=2.8.4 hourly 1 http://www.hotelmarketingassociation.com/blog/2009/does-marketing-only-control-one-of-the-4-ps/comment-page-1/#comment-3 Rob Baldry Wed, 14 Oct 2009 11:06:55 +0000 http://hma.bbbtestsite.co.uk/?p=21#comment-3 Does the marketing function only control one of the 4 P's ? Sometimes. Should it ? No. If a marketing function is going to be effective, it has to have influence over all 4 P's and has to be concerned with the broader business objectives, especially profitability. In a hotel group structure, I would argue that the marketing function should be responsbile for not just the marketing communications team, but also revenue management, branding, product development and even sales, which I see as a function of marketing (but then I am a marketing person !). This way a marketing team can work well to coordinate all aspects of the 4 P's to hit the business objectives. Some larger hotel groups do work to this sort of principle and do it well. It also often occurs successfully in independent hotels, where there are fewer team boundaries that can get in the way of all the disciplines working well together. It would be a shame to regress to the times when the marketing team were just the people you contacted when you wanted an advert produced, or a new brochure ... Does the marketing function only control one of the 4 P’s ? Sometimes. Should it ? No. If a marketing function is going to be effective, it has to have influence over all 4 P’s and has to be concerned with the broader business objectives, especially profitability.
In a hotel group structure, I would argue that the marketing function should be responsbile for not just the marketing communications team, but also revenue management, branding, product development and even sales, which I see as a function of marketing (but then I am a marketing person !). This way a marketing team can work well to coordinate all aspects of the 4 P’s to hit the business objectives. Some larger hotel groups do work to this sort of principle and do it well. It also often occurs successfully in independent hotels, where there are fewer team boundaries that can get in the way of all the disciplines working well together.
It would be a shame to regress to the times when the marketing team were just the people you contacted when you wanted an advert produced, or a new brochure …

]]> http://www.hotelmarketingassociation.com/blog/2009/does-marketing-only-control-one-of-the-4-ps/comment-page-1/#comment-2 Mark White Mon, 12 Oct 2009 15:35:43 +0000 http://hma.bbbtestsite.co.uk/?p=21#comment-2 I think that the development of the social media aspects of marketing and PR will lead to a shift in emphasis and certainly the need for a greater level of coordination between the different elements. With the customer having an increasingly prominent role to play in all of the the "marketing P's", we may well find that an internal allocation of these 4 elements becomes essentially irrelevant. I think that the development of the social media aspects of marketing and PR will lead to a shift in emphasis and certainly the need for a greater level of coordination between the different elements. With the customer having an increasingly prominent role to play in all of the the “marketing P’s”, we may well find that an internal allocation of these 4 elements becomes essentially irrelevant.

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