Usage of Three Ps of Extended Marke

Usage of Three Ps of Extended Marketing Mix by Hilton Hotels & Resorts

Traditional four P’s of marketing mix discussed above have been specified as product, price, promotion, and place, and additional three P’s of extended marketing mix have been adopted as process, physical evidence and people.



Process

The process element of marketing mix is approached by Hilton Hotels & Resorts according to its selected business strategy. Specifically, the company aims to maintain the process of service provision in a premium levels in a luxurious manner. Generally most of the hotels are running 24/7 their businesses unlike banks or schools.

It is because the accommodation services need to be provided around the year and 24 hours in a day. In order to remain competitive the marketing process used by the hotel is very important. According to Rutherford (2007) the marketing process of a hotel should begin from deciding what to be and what to offer to whom. Creating awareness and stimulating the demand among the consumers are the key marketing process can help to achieve the competitive advantage.



Physical evidence

Physical evidence can be explained as tangibility of Hilton Hotels & Resorts services and physical outcome that is generated from consumption of the service. Specifically, physical evidence for Hilton Hotels & Resorts includes luxurious interior and exterior design, attitude of hotel workforce towards customers and service provision, and inclusion of tangible goods within the service.