The Four I’s in Marketing, Essay Example

Initial, 4/e Chapter 10, AMK, Question 4 (Explain I’s of services)

Explain how the four I’s of services would apply to a Marriott Hotel.

Response to Feedback 1:

The author has managed to correctly identify the four I’s of services. The four I’s are intangibility inconsistency, inseparability, and inventory. The author has focused on the face value of the four I’s, giving a detailed explanation of their perception of how these four I’s apply to Marriott Hotel.

Intangibility: the student has concentrated in the aspects of privacy, but has deviated into the packages that can be offered by the hotel staff to provide a richer and more relaxing experience in the hotel. The author, in this section has failed to highlight that services are intangible and can only be offered after payment, thus the client can only rate performance which makes it more difficult for clients to evaluate. There is also the important need of highlighting how Marriott Hotel help the clients see the financial benefits of using their services(Baines, Fill, & Page, 2011).

Inconsistency: the student has effectively expounded on how inconsistency in service delivery has been reflected. Services are dependent on the providers of the services. This will range from experience, skill set,personality and the environmental influence (socioeconomic)(Blythe, 2006). These factors have not been highlighted by the student

Inseparability: the student has critically analysed the how inseparability applied to the Marriott Hotel. However, they have failed to state how inseparability makes it difficult for the client to distinguish between the quality of the service and the provider or staff(Kerin, Hartley, & Rudelius, 2011). For example, a client may enjoy the spa services, however, if the provider of a massage has a negative attitude towards the client, they may dislike the overall experience of the service.

Inventory: the student has adequately analysed how inventory applies to Marriott Hotel. Idle capacity of production of the staff and the equipment that the hotel has. All these assets will incur costs for the hotel management even if they are not in use.

Considering the overall discussion on the four I’s of service and how closely they relate to the consistent performance of Marriott hotel in the hospitality industry, it could be realized that the response from the author of this feedback specifically points out how the four I’s define the core values of the company hence making them a good foundation of good service which the people of Marriott hotel is able to deliver to its customers worldwide. In this case, the author pointed out how important consistency is. The possibility of embracing a culture of organizational operation that is based on competence in utilizing the valuable distinctions of the four I’s in service management creates a good source of competence that Marriott hotels have relatively gained through the years of good service.

Response to Feedback 2:

In the second feedback posted by the author, it is clear that he is directing his discussion to the capacity of the Marriott Hotel administration to give attention to what is important. Relatively, the desire to make a distinct impact on how their clients are able to view their service and how they would be influenced to decide to be back for more, is a specific goal that the company embraces. This is the reason why it has been possible for Marriott hotel to go beyond the limits of hotel service to make sure that their clients experience the satisfaction that they deserve during their stay within the area. Notably, one way of doing so is through giving attention to one of the client’s intangible needs, which could include comfort and the homey feeling of being in a familiar place thus lessening the conditions of travel-stress.

The author pointed out that Marriott hotel’s strategy to dependable service allows them to make sure that their resources, even their people, are placed in the right position to make sure that they are able to perform at their best. At times, diversity of employees get in the way, however, with the application of proper human resource management, even the differences of the employees are used by the administration to the full for the sake of improving state of the art, international service that their staff provides the clients with.

Satisfying client-expectations is indeed an important aspect of the service and hospitality industry. In connection with the operations of Marriott hotels, it is undeniable that good service spurs out from good managerial strategies applied by the administrators. With the concept of the four I’s given into account in measuring Marriott hotel’s capacity to serve, it could be observed how good management could lead to a prosperous culture and setup of business that would specifically spread across the world as a company’s cultural background serving as the core basis of the reputation in the industry.

References

Baines, P., Fill, C., & Page, K. (2011). Marketing. Oxford: Oxford University Press.

Blythe, J. (2006). Marketing. London: SAGE Publications.

Kerin, R., Hartley, S., & Rudelius, W. (2011). Marketing the Core (4th ed.). New York: McGraw-Hill Companies Inc.