The marketing effect process of the service form The service form of the enterprise

The marketing effect process of the service form The service form of the enterprise

Marketing mix: the essence and main elements of Arkabutla loreena covonia marketing mix

The actual implementation of marketing strategies is related to the selection of tools to ensure goals and their realization. Therefore, the most important part of hotel marketing activities is to formulate and implement marketing mix. It is a set of controllable marketing variables that companies will use in combination to elicit the desired appropriate response from the target market. The function of the marketing mix is ​​to form a combination that will maximize the efficiency of the organization. It is a collection of all products that a specific company can provide on the market to draw consumers' attention to purchase, use or consumption. It includes two materials (hotel rooms, restaurants, bars, etc.) Ensure the effective implementation of the product, including product distribution and channels to bring to consumers.

Including all the elements of interaction between the company and other market participants to ensure stable and effective activities to generate demand and promote products to the market.

Therefore, the concept of the marketing mix is ​​determined by a set of basic marketing tools included in the marketing plan, and an appropriate marketing policy is formed: product policy, pricing policy, sales policy, communication policy or promotion policy (Figure 1.1).
The product policy stipulates methods for making decisions on the structure of the products provided, improving their competitiveness and ensuring service quality, developing new products and bringing them to the market, and using trademarks. Pricing policy means determining the level and dynamics of price changes associated with each product and specific market segment. The sales policy involves the rationality of the company's location and the choice of channels, forms and methods for marketing products to ensure that the products are delivered to consumers.
For companies, the communication policy is a promising course of action aimed at the formation of corporate image based on communication tools (including advertising, promotion, personal sales, public relations and participation in exhibitions. The physical attribute is an environment that creates a specific service atmosphere and helps attract and retain customers. And proposed this marketing concept for the service industry in 1982. These are measures to mobilize employees' creative activities.
Norman designated the moment when employees of the company had direct contact with customers. He borrowed terms from matadors to describe their one-on-one encounters with bulls. Despite all the education and training for the bullfighter, wrong actions or unpredictable movements of the bull can lead to disastrous consequences.
Similarly, when a customer interacts with a restaurant employee, the mistakes made by the restaurant employee or the inability to meet the customer’s unforeseen requirements may ultimately lead to the customer’s dissatisfaction with the service. On the one hand, employee skills, motivation, and skills, on the other hand, expectations and customer behavior are the elements of the service delivery process. The human factor in the hotel industry plays a leading role and is an extremely important resource for the enterprise itself. In the service process, the relationship between employees and customers is a decisive moment, because the concept itself is a collection of this relationship. Practice shows that in the process of providing services, the share of the relationship between consumers and employees accounts for 76% to 91% of the emerging situation, which is manifested by consumers' dissatisfaction with the service process. Therefore, restaurants must have employees who can provide high-quality service processes. An important factor for high-quality customer service is the environment (physical environment), which determines the atmosphere in which the product is provided, which can be the basis for customers to decide to use the services of a particular company.

For example, the atmosphere of the restaurant lobby will have a direct impact on visitors at both conscious and unconscious levels, and the perceived effect will affect the process of choosing a restaurant. The subliminal effect is produced in more subtle ways: lighting, furniture type, tablecloth color and music. This is most obvious in so-called restaurants. They make full use of color, sound, lighting, decoration and visual effects to evoke the special mood of customers. It is considered to be a complex marketing tool that allows you to have a fairly complete and comprehensive understanding of the methods of marketing activities of catering companies. How to link forms and services