In Order to Bring the Walker Hotel and Convention Center

question 33

Multiple Choice

In order to bring the Walker Hotel and Convention Center up to industry standards,each guest room was redecorated with new wallpaper,drapes,carpeting,mattresses,and sofas. Melanie Simms,sales manager for the Center,has recommended that guest rooms be upgraded with the addition of wide desks,free wi-fi,and 24-hour room service. From the viewpoint of most business travelers,these changes would result in the creation of a(n) :

• A)potential product
• B)generic product
• C)expected product
• D)mature product
• E)value-added product

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Definitions:

Promotional Mix

The combination of marketing strategies used to promote a product or service, including advertising, sales promotion, public relations, and direct marketing.

Marcom Plan

Short for Marketing Communications Plan, it outlines an organization's strategy and activities to communicate with its target market to achieve its marketing goals.

Stand-Alone Campaigns

Marketing efforts that are executed independently, without being integrated into a broader marketing strategy or campaign.

Holistic Model

An approach or strategy that considers all parts of a whole to be interconnected and understanding that they must be analyzed together to fully comprehend the overall context.