What internal marketing suggestion would you provide for your staff to communicate to your customers the value of your resort?This involves the...

The “Marketing Mix” is a term coined by Neil Borden during
his 1953 speech to the American Marketing Association.  Marketing is a mix of the
ingredients price, product, promotion and distribution.

The
Marketing Mix is a sort of recipe for marketing.  It is up to the marketing manager to
prepare the correct marketing mix by using his own recipe, someone else’s recipe, or, if
necessary, adding new ingredients that have never been used
before.

Here are the “Four P’s” of The Marketing Mix and
comments for each in answer to your question.

1.  Product: 
In your case the product is the resort itself.  Employees should be provided with a
one-page fact sheet that outlines the amenities, pricing, availability, financing
options, and perhaps favorable comparison of your facility over competing resorts. 
Sales persons should also have a supply of thoughtfully designed brochures and
attractive business cards.

2.  Price:  See “Product”.  The
sales staff should be trained to present the price in a manner that allows the prospect
to see the value of this resort over that of competitors.  Staff should be armed with
special promotion prices, and special offers for those that sign up within a certain
brief time period.  There might also be special offers for repeat
customers.

3.  Promotion:  This includes all advertising,
personal selling, sales promotions and public relations. Staff should be trained to make
cold calls.  They should be equipped with professionally designed PowerPoint
presentations and encouraged to speak to civic groups.  Promotional activities might
include free meals served to prospects that are given the sales presentation and a tour
of the facilities.

4.  Place:  This refers to the location
where the product can be purchased, in other words, the distribution channel.  For your
business the “place” is the resort itself.  However, the “place” might also be venues in
which your staff might distribute materials and be available for questions.  Such venues
might include senior centers. RV and boat shows, travel seminars, and the
like.