7 Ps of Marketing 2

7Ps of Marketing
The management process which identifies, anticipates and satisfies the needs of the
customers in a profitable manner is called Marketing. It is a set of processes and decisions that
every organization undertakes in order to fulfill these requirements
Marketing thrives in a general way if a number of key issues are discussed.
Conventionally, as introduced by McCarthy in 1960 the key elements were called the 4Ps: coined
as Product, Price, Place and Promotion. With time, exposure and advent of modern technology
bringing enlightenment and awareness; a more difficult discipline was added, a fifth P the
People. As service industries grew in volume two more Ps were introduced the Process and
Physical evidence.
Now the key issues are called the 7Ps of marketing, referred to as the marketing mix if
taken as a whole. (The Chartered Institute of Marketing, 2009)
This paper endeavors to tackle the marketing mix addressing all 7ps, of Best Western, a mid
range chain of hotels.

Best Western
Best Western UK was established in 1978 when autonomous hoteliers from important
destinations in the UK came together under the Interchange Hotels of the United Kingdom
elected and elected the brand name Best Western United Kingdom, in fact a partner of US Best
Western International. Within the United Kingdom presently there are approximately 280 Best
Western hotels.

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Each of the elements of the marketing mix is a stepping stone to success. They do not work in
isolation even if they have independent identities. By studying marketing mix employed by Best
Western will support this claim.
The Best Western is specifies just like any other hotel by introducing their services in an
effective manner such as the accommodation, transportation, communication and other services.
The hotel markets itself by means of the 7Ps in such a strategic manner that the hotels aims of
providing best services and hospitality becomes evident at every step. The Marketing department
has a vision that vies to create public awareness regarding the purpose and direction of the hotel.
Every hotel struggles to get the competitive edge in this cutthroat industry which survives and
thrives even the recession. It is done by changing the customers perception by providing best
quality services. Best Western achieves this competitive edge by providing all the services at
amazingly lesser rates internationally. The marketing department here has well trained staff
working on well planned schedules with a smile on their faces when they see satisfaction on the
customers face. Hilton Hotels have used customer care in order to provide help to customers.
Customer satisfaction is the most important principle in the hotel business. Best Western belongs
to the hospitality industry which means a well-established staff, perfect locations, immaculate
services and something extra which a customer might not even expect. This allows for customer
loyalty which does leave room for expansion of services and continuous improvement.

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Product
A product is a complex mix of tangible and intangible attributes including packaging, colour,
price, manufacturers prestige, retailers prestige, and manufacturers and retailers services which
the buyer may accept as offering satisfaction of wants or needs(Stanton, 1989)
The ideal product is required to offer value and worth for the customer. The customers should get
what they want, not what the organization thinks they want.
Best Western offers amazing products with immaculate services. The hotel offers
accommodation, dining, internet, conference halls, event management, entertainment and much
more.

Price
The price has to be competitive; if the product fulfills the desire of the customers than it must
also bring in profit. Everything from a marketing mix represents a cost whereas the price is the
single element of the marketing mix that generates revenue. Prices mirrors the worth and value
of the product offered.
This is where Best Western takes the lead and gains a competitive edge as it offers the
best in competitive rates laced with discounts and deals for its loyal customers.

Place
The place where customers buy a product, and the means of distributing your product to that
place, must be appropriate and convenient for the customer. (Palmer, 2001) The product ought to

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be obtainable by the customer at the right time in the right place, and in the right quantity, while
keeping costs to a tolerable level. The services are the same as they entail several products, an
amazing web which is also complex and fragile.
Best Western offers the beautiful infrastructure at striking locations with an interior that soothes
the mind and soul, a shining and smiling reception and a place which is accessible from all points
easily.

Promotion
Promotion is the means a communication from the organization regarding what it can offer to its
customers. The activities are PR, advertising, branding, corporate identity, sales management,
exhibitions and special offers. Promotion ought to get attention, send out a steady and reliable
message and above all provide the customer a rationale to prefer and desire your product over
than competitors. The modern era brings in the most effective way of promotion the social
media.
Best Western International was named the e Marketer of the Year for the year 2012 in
2013 (TravelClick, 2013) Best Western along with employing traditional marketing tactics has
launched more than a few mobile social, and online projects to support its recently rebranded
properties and a total re-launch of its mobile site and website, which updated booking steps
integrating trip planning tools, reviews and an expedient technique to administer Best Western
Rewards accounts. Best Western International also has Face book booking facility in order to
reach its customers by means of social media. This has provided the hotel with a perfect edge
over others. The company ventured into this as it believes in making it easy for its customers to
book and share travel experiences via their ideal channel. (Gupta, 2012)

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People
The people element refers to all human factors involved who play a critical role in providing
service and manipulates the buyers perceptions (Hudson, 2008) The people faction of the
marketing mix is related to each and every stakeholders concerned with the product or service all
through its lifecycle. They portray worth and benefit of the brand values (Wale, 2008)
The firms have to create training programs for their employees the people, with the aim to
facilitate these people to distribute gratifying products and services to consumers. (Kotler et al.,
2009) People have to be hired, trained, given tools and suitable internal systems, and moreover
rewarded for delivering good service and retaining the brand image.
The people at Best Western are well trained, equipped with necessary knowledge and skill set
and are eager to please. They are the mirror of the brand name and endeavor hard to maintain the
image.

Process
The process of giving a service and the behavior of those who deliver are crucial to customer
satisfaction. (The Chartered Institute of Marketing, 2009) Important matters like the information
given to customers, the lesser and pleasant waiting times, and the care offered by staff are all
fundamental in keeping customers happy and loyal.
At the Best Western the people right from the doorman till the CEO is there to give pertinent
information to the customers and this also shows the extent and effectiveness of the internal
communication.

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Physical Evidence
Physical evidence includes the tangible features of service products. It is the environment where
the service is provided and consumed like the premises; company websites, vehicles,
manifestation and behavior of employees. (Wale, 2009)
Facilities like a sparkling, organized and well-decorated reception area can facilitate in
reassuring the customer that they are at the right place. This is exactly what happens at the Best
western locations where a customer temporarily forgets the worries as soon as they enter and
become loyal forever.

References
Benson, L. (2004). Power of E-Communication. 1st ed. Amherst: HRD Press.
Gupta, R. (2012). An insight into Best Westerns social media strategy and its plans
for Facebook | Travel Industry News & Conferences - EyeforTravel. [online]
Eyefortravel.com. Available at: http://www.eyefortravel.com/social-media-andmarketing/insight-best-western%E2%80%99s-social-media-strategy-and-itsplans-facebook [Accessed 19 Sep. 2014].

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Stanton, W., Futrell, C. and Clift, T. (1989). Fundamentals of marketing, fifth

Canadian edition.. 1st ed. Toronto: McGraw-Hill Ryerson.
The Chartered Institute of Marketing, (2009). Marketing and the 7Ps A brief summary
of marketing and how it works. Marketing Resources. Berkshire, UK: CIM
Insights.
TravelClick, (2013). Best Western International Named 2012 eMarketer of the Year.
[online] Available at: http://www.travelclick.com/en/news-events/pressreleases/best-western-international-named-2012-emarketer-year [Accessed 19
Sep. 2014].
Wale, D. (2009) Marketing. In: Robinson, P. (ed.) Managing Operations in the Travel
Industry. CAB International, Wallingford, UK.