Question

1. The term marketing mix refers to a unique blend of product, distribution, promotion, and pricing strategies designed to produce mutually satisfying exchanges with a target market. Choose an idea, good, or service with which you are familiar, and describe its marketing mix and how it resulted (or did not result) in a satisfying exchange for you?

2. Many companies today are concerned with social responsibility. They may pursue philanthropic activities and/or strive to be ethical. Choose a company (not previously listed in the text or in the discussion forum) and describe and evaluate how this firm tries to be socially responsible?

3. All forms of survey research require a questionnaire. Suppose you were asked to design a questionnaire that could be used by Community College to do marketing research on how to attract more students to the Business Department degree programs. Write one closed-ended question and one open-ended question that could be used on it.

Answer 1

Service- Online budgetary hotel

MARKET STRATEGY:

• Product Mix: high Quality Level, availability of minimum amenities
• Place Mix: Covering all major corners of the cities  
• Promotion Mix: Sales people, online booking, social media, Online Travel Agencies, press & media, Mobility
• Price Mix: Cost effective pricing, loyalty discount offers
• People Mix: Trained front line sales & customer service employees, Rewards & Recognition
• Physical Evidence: Servicescape, Business cards, Pamphlets, flyers, Employee dress
• Process: Simple & easy booking process, Customization flexibility, secured payments & customer record management

POSITIONING:

1. Who am I ? – a one stop shop for your lodging, boarding & travelling needs
2. What am I ? - Economic & Fairly priced, Tangled with local cultures, Comfort & Recreation partner, high quality service provider
3. For Whom am I ? – Leisure & Business travellers, economy users
4. Why me ? an awesome experience offering value for money for individuals & families with standardized & customized services while endeavouring your trust

SERVICE CONCEPT:

• Fulfilling the increasing demand of leisure & business hotel destinations by a Tech enabled hospitality network of budgetary hotel rooms PAN India.
• Facilitate planned & impulse booking of hotel rooms with a 360 degree virtual tours
• Enriching the booking experience via personalized offers & intuitive user experience.
• Empower customers with best deals by means of features like Maps, Weather forecasts, geo tagging independent reviews of fellow travellers
• Providing an interactive platform for customers to directly provide a feedback to the respective hotels

CUSTOMER EXPECTATIONS

• Standardize stay experience
• Better service quality
• Easy accessibility
• Cheap fairs
• More availability
• Scope of customization
• Safety & security

CONSUMER PERCEPTIONS OF SERVICE

• Economic pricing
• Country wide availability
• Healthy service encounter
• Good Servicecape
• Safety & Security

BASIC SERVICE DESCRIPTION:

• Budgetary hotel rooms service provider via online booking with an array of our nationwide hotel partners.
• Creating a rich user experience by providing minimum standard facilities to a guest.
• Enable user to search, compare & book from various categories & width of travel suppliers of hotels- all in one place
• Meticulous feedback mechanism for customers & employees