Economics / 6.Marketing and management.

Zhalniyazov D.M (master’s student),

Al-Farabi Kazakh National University, Almaty, Kazakhstan

Marketing mix of hotel product

Abstract. The hotel industry today is the sector with the growing level of competition in the market of hotel services. Despite the difficult development of market relations in Kazakhstan in recent years has opened a lot of hotels. New businesses are created, but after a while some of them can not compete and go out of business. Competition - a strong incentive to improve the hotel services.
The main challenges in the hospitality industry is to create competitive advantages and  the high level of competitiveness, creation of a stable customer base through the ability to find his client, finding and creating new ways of development, constant updating of their own policies with the dynamic market of hotel services. All this can be achieved through planning and implementation of the elements of the marketing mix.

Keywords. Marketing mix, service, customer, strategy, distribution, brand, tourism industry.

Marketing mix consists of four main elements - product, price, promotion system and the system of distribution of goods. This complex is also known as the "four P" from the initial letters of the English words the listed elements. If marketing is carried out correctly, which means if properly defined needs of the client, produced the desired product is assigned a corresponding price, favorable conditions for the sale of goods and organized an efficient system of its distribution, the result will be an attractive product and a satisfied customer [1].

Marketing Services suggests that a standard set of marketing expands into three elements: personnel, material evidence, the method of service offerings. The most important elements of the marketing mix are product, as well as ways of its suggestions and material evidence. In the industry of hospitality services and employees, and customers interact with the system of services that creates a unique opportunity product offerings in the hotel industry expanded its interpretation.

The atmosphere has an effect on buying behavior in four ways:

The atmosphere can serve as bait, attracting the attention of consumers. For example, El Torito, to attract attention, using its Mexican-style building. Casa Bonita, a Mexican restaurant in Denver (Colorado), expanded the Mexican theme, constructing artificial volcanoes and reproducing cliffs of Acapulco, with which to entertain diners customers swimmers dive [2].

The atmosphere can serve as a carrier of information for potential customers. Tile roof and exterior facade of a Spanish-style notify their potential customers that El Torito restaurant -Mexican. Cheerful, informal appearance speaks of an ordinary restaurant with a relaxed atmosphere, but once it is clear that this is not fast food restaurant.

The atmosphere can be a carrier of a certain effect. Colors, sounds and properties of surfaces surrounding the client objects respond in the depths of his consciousness and stimulate buying. In restaurants, El Torito and Casa Bonita bright colors and music create a festive atmosphere conducive to the sale of the Mexican alcoholic beverage "Margarita" [3].

Creating a hotel product, you must take into account atmosphere it offers. Marketers need to understand what is the customer buying the product, and what components of the atmosphere will strengthen his beliefs and emotional responses, sought or, in some cases, be avoided. Will offer an atmosphere to compete effectively in a crowded market similar offerings?

Client - party system of the majority of hotel and travel services. His involvement has three phases: engagement, consumption and evaluation. In the initial stage the client establishes the first contact with the organization and requests a service. In developing the product, should simplify people's access to information about this new product. Information should be communicated in a professional manner.

Stage involvement often contribute specifically exhibited samples.

Consumption is called the stage at which the customer uses the service. This accommodation occurs when it stops at the client. Designers of hotel products must be aware of how visitors interact with the proposed product. Employees, customers, the physical environment - all part of the product. Business-class hotel, opening the floor with concierge, designed for market-level "luxury" must prepare their employees so that they meet the expectations of a new segment of tourists. Hotel companies must pay attention not only on the interaction of employees and customers, as well as the fact what stage of consumption will be the relationship between the clients themselves. Business-class hotel in Boston located near Astroworld, a large amusement park, has developed a program ready for summer family market segment. This program was so popular that replaced the main segment of the hotel - business travelers. The noise of children in the hallways and lobby of the hotel has changed the atmosphere. Disappeared peace, so necessary business representatives [4].

Physical components, location and pointers can also help in the organization of customer interaction with the product. This problem can be solved by giving due consideration to the relevant signs that allow customers to pay attention to the existing add-on products. Many hotels attempt to orient may end very sad, and guests can check out and were unable to find health center and a business center. It is useless to invest in additional products, if the guests did not know of their existence.

The product offered by the company, is very complicated. He is more than a hotel room or dinner. It begins with the first contact with the company and ends after the guest paid the bill and left. If ordering by phone number, the customer has to wait two minutes, if the administrator gives a wrong number, if the customer can not find a Spanish restaurant in the hotel due to a lack of precise instructions maid, if after a visit to the restaurant waiting for a taxi man as much as 30 minutes - all this affect the perception of the product by the customer. Developing hotel product, you must keep in mind not only the main product, but also the accompanying and complementary products, as well as everything that relates to the extension of the concept of this product [5].

In the face of increasing competition it is necessary to carry out the differentiation of service offerings.

Differentiation of service offerings - is the development of new services that have such characteristics that differentiate them from competitors' offers. New product development in the hospitality industry successfully by large corporations with system software design hotel product. New product development takes place in several stages. First, the company formulate a strategy for developing the hotel product, which, in turn, includes product innovation, which means that establish the form of the desired product, the modification of existing products, as well as the allocation of resources to create a product.

Another hotel chain - "Radisson" uses five brands. "Radisson Hotel" offers a full range of services for people above the middle class, placing their hotels in shopping areas. "Radisson Inn" serves business and a short meeting, it is located in the satellite towns. "Radisson Resorts" is designed to relax and meet and mainly located in the picturesque countryside. "Radisson Plaza Hotel" serves prosperous business and leisure travelers, offering a wide range of services, located in cities or suburbs. And finally, the "Radisson Suite Hotel" offers a variety of services for business for an extended period, and also offers holiday breakfasts, cocktail meeting; is usually in areas where many offices [6]

References

1. Durovich A. P. Marketing in tourism: tutorial - Minsk: Novoe znanie, 2007. – p. 496.

2. Briggs S. Marketing in tourism: book - Kiev: Znannya-Pres, 2005. – p. 358.

3. Kuskov A. S. Hospitality: tutorial - М.: Dashkov I Ko, 2009. – p. 328.

4. Loyko O. T. Tourism and Hospitality Management: tutorial – Tomsk: Publishing house TPU, 2005. – p. 152.

5. http://forbes.kz/leader/gostinichnyiy_bum

6. http://www.stat.gov.kz/faces/wcnav_externalId/homeNumbersTourism