7 Elements of Extended Marketing Mix

2124 Words9 Pages
Travel and Tourism Management


For the assignment author was asked to explain the 7 elements of the extended marketing mix and illustrate how the mix would be tailored to suit the needs of two customer groups, within a Hospitality and Tourism organisation of the choice.
The organisation author choose to help demonstrate how extended marketing mix is used in real work environment is Hilton Belfast Hotel in Northern Ireland.
Author will explain extended marketing mix definition and 7 elements of it.

Extended Marketing Mix
Marketing decisions generally fall in to the following four categories: * Product * Price * Place * Promotion
The term
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Hilton Belfast hotel is appealing to business guests as it is located in the city centre next to Waterfront Hall conference and exposition centre. The hotel is fifteen minutes drive from George Best Belfast City Airport and thirty minutes from Belfast International Airport. Stormont parliament buildings are just four miles away.
The leisure guests can access Hilton Belfast hotel very easily. It is situated in the trendy Lagan side riverfront district just 5 minutes walk from the shopping district. It is mainly located within a short distance of Belfast’s major mall centre and its night life. The guests can enjoy beautiful river panoramas from the hotel’s Sonoma restaurant.

The third of the seven elements is price.

The price is important to hotels in this profitability, but also to brand the business is trying to build in the minds of customers. If it is very upscale, but the price is in the middle range, customers may not believe that it’s an upper class hotel. Pricing is about finding the right price to both show the brand and to cover costs, leaving room for profit.
The Hilton Belfast hotel is a 5 star hotel. The price for room only is in the range of £79-184 and per room including breakfast £99-204.
Hotel guarantees the best rates, and if the customer finds a lower publicly available rate for the same hotel, he can submit a claim.
For the leisure guest there are advantages packages offered by Hilton hotel. The guest can explore Belfast zoo and stay at the

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