Question

SERVICE MARKETING SUBJECT

IMPORTANT: QUESTIONS ONE (1) TO FOUR (4) WILL BE BASED ON THE CASE

STUDY BELOW

Most major cities in Asia have one stand out classic luxury hotel. Singapore has the Raffles, Bangkok has the Oriental, Hong Kong has the Peninsula, Rangoon has the Strand and Penang has the Eastern & Oriental. In Kuala Lumpur (KL), The Majestic is a hotel that was built in 1932 on a site facing KL’s famous old moghul-style railway station. The German Consul’s official residence and gardens used to occupy this plot until World War 1.

The hotel was once the top hotel in town and hosted many swanky parties and glamorous wedding

receptions. Famous actors, singers, artists and writers used to stay here.

A separate annex is set aside for smokers with its own bar, a pool table, private dining room, a card room and a cigar lounge. They also have a screening room which is a mini-cinema with comfy armchairs. A unique feature of the hotel is the Orchid Conservatory with its beautiful selection of orchids. There is also a Drawing Room and a Reading Room which both look wonderful.

As you would expect of a hotel of this standard, they have a luxurious spa with its own swimming pool overlooking the railway station. There is another swimming pool for hotel guests.

Having said that, it is within walking distance of top tourist attractions like the Old Railway Station, the State Mosque, the Islamic Arts Museum, Police Museum and, somewhat further, the Lake Gardens.

The hotel provides shuttle buses (or “luxury coaches” as the hotel calls them) for guests to KL Sentral and Starhill Gallery (Bukit Bintang), so getting around should not be a problem.

Sourced from: M. (2018, September 14). Majestic Hotel: Set to become KL's best? Retrieved from https://www.freemalaysiatoday.com/category/leisure/2018/09/15/majestic-hotel-set-to-become- kls-best/

QUESTION 1

Based on M.E. Sharpe’s (2006) work on marketing efforts in services, the Services Marketing Triangle is used to project marketing activities towards three components, namely customers, providers and the organization. Elaborate and discuss the Services Marketing triangle and how it can be used on a hotel like the Majestic Hotel.

QUESTION 2

As in the case discussed, it is seen that the hotel industry is a service oriented industry. In services marketing, it is known that services are different from goods. State the FIVE (5) unique characteristics of a service, as compared to physical goods.

QUESTION 3

Assume that you are the new Marketing Manager of the Majestic Hotel. State TWO (2) ways on

how advancements in IT may help the Majestic Hotel communicate their services to prospective customers.

QUESTION 4

Based on the case discussed, state any FIVE (5) unique selling points (USP) of the hotel.

  

Answer 1

Ans: Services Marketing triangle :

• Service Marketing Triangle a powerful representation wherever there occur three interrelated assortments that operate concurrently to improve, advance, including transport aids. These fundamental opponents are specified about the features regarding the triangle – Company, Customer, and Providers employees.
• Within a certain three duration on the triangle, there are three classes of marketing that need to be favorably provided out during a set to achieve –external marketing, internal marketing, and interactive marketing.
  • External Marketing: Company including representatives
  • Internal Marketing: Business and consumers
  • Interactive Marketing: Consumer and workers

Services Marketing triangle used on a hotel like the Majestic Hotel:

• The Services Marketing Triangle (or Services Triangle) displays the fundamental doers required in vending a service industry. It further explicates the essential marketing ventures that happen among those doers.
• The services can be defined using these criteria:
  • Indefinite
  • Indivisible
  • Perishable
  • Miscellaneous

Methods of external marketing include :

• Promotion
• Private business
• Federal connections (PR)
• Primary buying

Fundamental elements of internal marketing include:

• Stimulating workers
• Developing consumer comfort procedures
• The broadcasting firm aims frequently

Ans 2: FIVE (5) unique characteristics of a service, as compared to physical goods are as follows:

• Shortage of possession.
• Intangibility.
• Indivisible.
• Disagreement.
• Destructible.
• User cooperation.

Ans 3: TWO (2) ways on how advancements in IT may help the Majestic Hotel communicate their services to prospective customers are as follows:

• Wi-Fi infrastructure overhauls: Hotel visitors who visit with media before-mentioned as telephones, tablets, and workstations no extended see Wi-Fi as a perk, but being a must-have while others stay into a hotel.
• Mobile communication and automation: People were capable prepare do everything of staying in by a venue’s computerized booth to systemization apartment assistance including a digital device alternatively of attaining in chains also running throughout the hotel bases to request meals.

Ans 4: FIVE (5) unique selling points (USP) of the hotel are as follows:

• Conceding your visitors
• Understanding your lodge
• Ascertaining your unique selling proposition
• Preferably of aspiring to be more careful, act distinctively
• Request to your exemplary visitor