-
Impact Of Promotional Strategy In The Hotel Industry
[A CASE STUDY OF KWARA HOTEL]
CHAPTER ONE -- [Total Page(s) 2]
Page 2 of 2
-
-
-
1.4 SCOPE OF THE STUDY
The research is restricted to Kwara Hotel organization at Ilorin Kwara-state.
This research work will cover the following benefit on how to make used of the promotional tools in term of advertising, Awareness, Absolute price difference, Balance strategy, broadcast advertising, chatter, competitive advantage, competive, coupon, Discourage retention strategy, marketing, marketing mixes, pricing, promotional publicity, strategy etc.
1.5 LIMITATIONS OF STUDY
The determination of sample size was one of the limitations faced by the researcher, in the process of generating relevant data for this project. However, I was able to sample quite a large number of people.
Time (lack of time) was one of the constraints but in confine myself to those points I consider very important for this research project. Moreso, getting an appointment with administrative manager dueto is official busy schedule which lead to distribution of only fifty questionnaires because my intention was to distribute up to an hundred for easy calculations.
1.6 DEFINITIONS OF TERMS
1.6.1 Advertising: Non personal promotional activities that are paid for by one or more sponsors.
1.6.1 Awareness: A means of measuring factors having to do with advertising campaigns, such as creating awareness of a new product.
1.6.3 Absolute price difference: The price difference in absolute terms as compared with the price originally charged pair to a change.
1.6.4 Balancing strategy: A marketing strategy in which the firm seeks to balance revenue cost flows to achieve desired profit and market share.
1.6.5 Broadcast advertising: Advertising is one in television or radio
1.6.6 Chatter: The promotional environment in which the buyer is presented with so many choices that is difficult for one promotion to stand out from the others.
1.6.7 Competitive advantage: An advantage that a firm can offer over a competitive firm.
1.6.8 Competitive: Organization was competing with the firm for business or the acceptance of ideas.
1.6.9 Coupon: A direct – response device used for ordering or inquiring about a product or service. Also a promotional device used to promote increase in sales through price discount or other forms of special purchase offer.
1.6.10 Discount pricing: Pricing at a discount when ordered in large qualities or under other special circumstances determined by the seller.
1.6.11 Free offer: Free items given in return for purchasing a product
1.6.12 Goodwill: An advantage that a marketer has acquired due to past performance of actions, which goes beyond the product or services sold.
1.6.13 Maintenance strategy: A strategy of maintaining firm’s position in the market.
1.6.14 Marketing retention strategy: A marketing strategy that involved holding onto market currency served
1.6.15 Marketing: the process of planning and executing the conception, pricing promotion, and distribution of ideas, goals, and services to create exchange that satisfy individual (customer or consumer) and organizational objectives.
1.6.16 Marketing mixes: The combination and amount of resources allocated by the marketing managers to product, price and promotion, known as 4ps.
1.6.17 Pricing: the action by which the cost of a product or service to the buyer is set the price structure in a particular industry.
1.6.18 Promotion: Marketing activities that involve communicating information between buyer and seller, They include advertising face to face selling sales promotion etc.
1.6.19: Publicity: A firm of promotion that is non-paid and non-personal.
1.6.20 Strategy: A specific action carried out to achieve a certain goal
CHAPTER ONE -- [Total Page(s) 2]
Page 2 of 2
-
