ually distributing manufactured goods, as is done in most other industries.)
             Communicating with the middlemen (agents and channel representatives), together with past, present and potential customers, by effectively using a suitable mix of advertising, direct mail, publicity, public relations and sales promotion to promote the products.
             Recruiting, training and motivating staff who are directly or indirectly involved in selling and other marketing activities.
             Planning short-term and long-term marketing with inputs from operations, finance, human resources and general management.
             To be successful in the modern hospitality business, a market-oriented business philosophy is required. It is considered essential for hospitality companies to co-ordinate their marketing process. Most companies now spend around 2 - 5 percent of total revenue on marketing.
             To satisfy customer needs and in drawing a good bottom-line profit, hospitality companies need food and beverage managers, rooms division managers, personnel managers, financial controllers and general managers who are market-oriented and who appreciate the importance of marketing. Similarly, a good marketing manager in a hospitality business must understand the other important aspects of the company in order to achieve the desired long-term profits.
             There are basically six main strategic elements or groups of strategies used in the marketing mix. Some marketing authorities stipulate four: product, price, place and promotion. But, as all marketing activity involves people and the selection o
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