Marketing Effectiveness Evaluation Paper for Trump Hotel
Marketing Effectiveness Evaluation Paper for Trump Hotel Target audience is a particular segment of people within the desired market, to whom a commodity or the marketing information is aimed at. Corporate Messaging on the other hand is the management function that offers a framework and vocabulary for the effective coordination of all means of communications, with the overall purpose of establishing and maintaining favorable reputations with stakeholder groups, upon which the organization is dependent (Cornelissen, 2006, as cited in Ramsing, 2009). To date, there is no universally agreed definition of brand image. It is a set of beliefs held about a particular brand (Kotler, 2000, as cited in Danes & Hess, 2010). From the two definitions, brand image is vital in assisting potential customers to process information concerning a specific product of any given company, as well as contrast the brand from other competing ones in the market. Most importantly, brand image serves the purpose of generating to a prospective buyer reasons to buy a given commodity, along with associating the product or service with positive feelings (Aaker, 1991, as cited in Danes and Hess, 2010). From the foregoing, brand image alone is enough a reason for a customer to accept or reject an organization’s product or service. Like brand image, there lacks a recognized and accepted definition of internal
marketing and its concepts (Varey, 1995). But Berry and Parasuraman (1995) defined it as an
activity which revolves around viewing employees as internal customers, viewing jobs as
internal products and endeavoring to offer internal products which satisfy the needs and wants of
these internal customers while addressing the objectives of the organization. Internal marketing
is thus a key tool which can be used by an organization to rally for its products internally. It does
so by turning employees and executives of the organization to customers. In so doing, an Marketing Effectiveness Evaluation Paper for Trump Hotel organization expands its market, thereby maximizing profit.
The Trump International Hotel and Tower is a restaurant and guest house situated at the
heart of New York City. It boasts of having a capacity to hold over 141 guests. The hotel
targets only extremely rich customers, with the potential of purchasing a room at a cost of $3250 (“Accommodations”, n.d., para.1). The channel through which the desired messages reach the target audience is the internet. That is an effective way of reaching out to such customers. Besides, using such a channel helps in reaching out for both the local and international audience. As defined by Kotler (2000), brand image is a set of beliefs held about a particular brand. With regard to The Trump International Hotel and Tower, the locality, attractiveness and uniqueness of the hospitable firm from other competing ones, forms a major part of its brand image. What makes a consumer associate the Trump Hotel and Tower with its brand are the hotel’s unique features. For instance, it is one of the few hotels in New York situated at the heart of the city with the privilege of affording her clients a chance to view the entire beautiful city. Their marketing strategy is supportive of the brand image. This is because the organization’s price, product, promotion and place are made use of in advertisements to achieve the purpose of attracting their prospective customers. One of the most important internal marketing concepts employed by The Trump Hotel is
is the effective two-way communication and feedback with regard to job and employee related
information. Its organizational information is freely available to not only the employees, but also
interested members of the public. There is little information, if any, that has been hidden by the
hotel’s management to her junior employees and clients. That is evidenced by the rich bank of Marketing Effectiveness Evaluation Paper for Trump Hotel information available in the hotel’s websites, as well as an advertized telephone number which
anybody can use to reach the employees of that firm for more queries. Barring information flow within an institution, its departments and the levels of hierarchy, prevents the personnel from making effective decisions (Pfeiffer, 1995, as cited in Panigyrakis & Theodoridis, 2009). The hotel’s success is thus partly owed to permitting free flow of information among the internal and external publics. At best, the hotel hosts members of the press within its confines occasionally, during which they chat with workers, including receptionists freely to create a good rapport. As concerns the concept of Internal Customer Orientation, Trump Hotel provides
superior quality services to her internal customers. As a result external clients experience
satisfaction in getting the chance of being served by the employees of that hotel. That is the case
because the quality of service delivery offered to customers to a great extent depends upon how
the internal employees are treated and served (Gummesson, 2000, as cited in Panigyrakis &
Theodoridis, 2009). In addition, the hotel has a conference room where workers sit together on regular basis to discuss the challenges they face, and how best they can improve co-ordination among themselves (“Accommodations”, n.d., para.1). As an outside marketing consultant, I give them a node for that. This is because that is a clear indication of proper internal customer orientation on their part.
References Accommodation. (n.d). In Trump Hotel Central Park website. Retrieved Sep 27, 2012 from http://www.trumphotelcollection.com/central-park/new-york-city-accommodations.php. Ahmed, K., Rafiq, M., Saad, M. (2002). Internal Marketing: Using Marketing-Like Approaches to Build Business Competencies and Improve Large Malaysian Corporations, 7(2), 3-5. Retrieved Sep 27, 2012, from http://www.emeraldinsight.com. Danes, E., Hess, S. (2010). Brand Image Associations for Large Vital Groups. An International Journal, 13(3), 5. Retrieved Sep 27, 2012, from http://www.emeraldinsight.com/ 1352-2752.htm. Panigyrakis, G., Theodoridis, K. (2009). Internal Marketing Impact on Business Performance in a Retail Context. International Journal of Retail and Distribution Management, 37(7), 8. Retrieved Sep 27, 2012 from http://www.emeraldinsight.com/d x.doi.org/10.1108/09590550910964620. Ramsing, L. (2009). Project Communication in a Strategic Internal Perspective. An International Journal, 14(3), 6. Retrieved Sep 27, 2012, from http://www.emeraldinsight.com/dx.org/ 10.1108/13563280910980113.
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