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Marketing Mix

Marketing mix is a powerful marketing tool to segment the market which likely is use in most organization. According to De Aze (1985) and Rafiq and Ahmed (1995) demand of product is determined through the marketing mix strategy. This marketing mix is composing into four variable products, price, place and promotion. The four P’s is the sales manager can control, based on the marketing environment external and internal constraints parameters. Goal is to make a concentration of 4 P 'decisions; on the customer s in the target market in order to create perceived value and to make a positive response. It is important to realize that marketing is a mix analysis. Even though Hilton Corporation is a hotel industry their organisation also using marketing mixes to extend their business.
Product
Products are the means goods and service mixture where the organisation offers to the targeted market, whether is tangible or intangible. Intangible product in hotel industry is based on service, there are include hotel room service, laundry, concierge and car rental service. Tangible products which are also the core products in the hotel are room rental, convention or conference hall, banquets hall, F&B (Food and Beverage) outlet such as restaurants, pubs, bars, and lounges.

Price
Price is the amount of money customers have to pay to obtain the product or service, tactical decisions about the average level of prices to be changed, discount structures and the extent to which price discrimination between different groups of customer is to take place, such as tour group and regular customers will enjoyed lower rate.

Place
Place includes company activities that make the product available to target customer. In marketing, place refer to location, the place where the good or

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