School of Business Management

and Finance
Module Name: Marketing Management

Assignment: For 1 organization in the industry of your choice, write a

marketing plan to boost up profitability of the product/service.

Submitted by :Reshma Dobee - 140665

Cohort:MBAG/14B-Part time
Date of Submission: 17th May 2015

Acknowledgement
The accomplishment of this project would not have been possible without the help
and support of a number of persons who have contributed in some way or another
to this Assignment.

My warmest thanks go first to our Module Convener, Mrs Shyam Seebun for his
constructive criticisms and advice.

Appreciation is also due to many people who have helped me throughout the project, often without knowing they were doing so.

Last but not the least, our gratitude goes to my family and friends for their support
and encouragement to the success of completing this assignment.

Without help of the particulars mentioned above, we would have faced many difficulties while doing this project

COMPANY DESCRIPTION
COMPETITIVE ADVANTAGE
STATEMENT OF MARKETING OBJECTIVES AND FINANCIAL OBJECTIVES
SWOT ANALYSIS
MARKET RESEARCH
SEGMENTATION
TARGETING
POSITIONING
MARKETING MIX
STRATEGIC PLANNING APPROACHES
CONTROLS AND EVALAUTION
REFERENCING

COMPANY DESCRIPTION
Raol Guest House (current situation)
Your Origins Can Never Be Replaced.
Lying on the north east coast of Mauritius, Raol Guest House is a luxurious guesthouse comprising of 50
rooms at Poste de Flacq. It offers 24/7 guaranteed hospitality, care and good time. Its personnel are always
at the guests disposal to make their time a memorable one during their stay at the Raol Guest House.
Raol Guest House guesthouse was born in 2013. It was created under an eco-green program which aimed
at giving back to nature its importance in our customers lives and makes them experience its surprising
benefits. Its slogan Your Origins can Never be Replaced which means returning to our roots, be closer
to who we are by being farther from what makes us who we are not, describes best the way the guesthouse
is built and maintained. You are sure to feel one with nature and be overwhelmed with the amount of activities available at the guesthouse.
The guests areas
The layout of these areas must ensure a high level of personal safety and security for the guests and their
property, and also enable to render effective service.
Public guests areas
Public guests areas are for the exclusive use for the guests and their visitors. The following places are regarded as public areas which are available in the guest house:

The entrance hall,

The reception area or office, also called the front desk,
The guests waiting area close to the reception,
Guests toilet,
The dining room or breakfast room,
Smoking areas and
Halls, stairways, landing, and passages

The purpose of a guest house is to provide temporary accommodation for families while they are on travel
in Mauritius. It also provides a safe, comfortable, and cost-effective alternative to hotels and other temporary residences when such facilities are non-existent, limited, unsafe, or excessively overpriced. There are
other facilities available in the guest house which are:
-Breakfast, Lunch & Diner
-Car Rental
-Taxi on request

Raol Guest House offers Hospitality services like accommodation, food and beverages, business service
and leisure.
ACCOMODATION
Each room is decorated in tropical pastel paints prints and handcrafted furniture; equipped with cable/
satellite TV,air-conditioning,ceiling fans, hair dryer, direct dial telephone, bath-tub/shower and a balcony.
Standard rooms are configured with either a King-Size bed or two twin beds in the sea and Mountain
View: the road view has two double beds. The guesthouse is built on two levels, featuring a living room
with a bar area and a restaurant on the floor. The 15 Junior Suites were fitted with a double bed or two
twin beds as well as a living room area with a sofa that converted to another bed.
The meal plans are most flexible; Bed & Breakfast or accommodation only as all units is self-catering,
with dedicated housemaids to prepare your meals according to the guests wishes. Creole, European or Indian dishes are possible. The maids also look after the washing and ironing, and take care of any grocery
shopping if so required. Fresh food gets delivered daily at current market prices.
Moreover, Raol Guest House carries a Full Fire Certificate which some guesthouses do not provide.
The Raol Guest House still thriving in 2013 after 1 year in business would like to boost up its image by
adding more services to attract more customers and thus expand its clientele. In addition, the restaurant
serving breakfasts and menu dinners upon request is open to outsiders and is very much appreciated by the
neighbourhood.

Mission Statement
To ensure that each guest receives prompt, professional, friendly and courteous service. To maintain a
clean, comfortable and well maintained premises for our guests and staff. To provide our guests a memorable time that will make them smile every time they think about Raol Guest House. To ensure that all
guests and staff are treated with the respect and dignity they deserve. To thank each guest for the opportunity to serve them. By maintaining these objectives we shall be assured of a fair profit that will allow us
to contribute to the community we serve.

Vision
To become Mauritius leading guest house for the best service offered, for the warmest welcome to our
residents, to become the most renowned for event management and to offer the most delicious and healthy
food on the island, and all that by staying as close and friendly to nature as possible

COMPETITIVE ADVANTAGE
Competitive advantage is defined as a strategic advantage one business entity has over its rival entities
within its competitive industry. Achieving competitive advantage strengthens and positions a business better within the business environment. Competitive advantage of guest house focuses on the leisure of people. It is essential to produce new and innovative ideas to differentiate a service from others of the same
nature.
Customer analysis
Customers are the reason for an organisation to be in business. Raol Guest house offers a wide range of
services; its present customers are mainly local residents and tourists who come for a family vacation of
about 15 days. Now, Raol Guest House wants to exploit the market further by providing customer satisfaction.
Market analysis
The market size of Raol Guest House has significantly increased due to the following factors:
1. Customer Satisfaction
It has been observed that customers have been visiting them again and also to see that customers feedbacks are positive at all times. This shows that the customers are satisfied with the way they are being
treated each time.
2. Consistent staff training
Raol Guest House strategy is to provide consistent staff training, so a training program was developed
which all key staff members staff members would undertake and was designed was an integrated multifaceted package that featured a mix of workshops, videos, training on new standards, and included clearly
set-out objectives. This unique approach to training facilitated the avoidance of one-size-fits-all philosophy, which often proves ideal when creating a global brand, but for the resort it was vital for each to preserve elements of individuality. The service delivery was overhauled and consistency was introduced.
3. Increase turnover
Raol Guest House has been hiring employees who are competent and this reduces expenses associated
with incompetent employees, the hotel also employs employees who are loyal and those who do not engage in unethical behaviours that consume the expected profits. The Raol Guest House has been making
profits all the time , this indicates that the strategies put in place Human resource strategies have been effective and have assisted the guest house in increasing its sales and turnover and eventually higher profits.

4. Innovated Services
Raol Guest House has excellent employees who have a keen eye to innovation, they come up with strategies that ensure that hotel stays on top, and some of the innovations include furnishing the rooms in a modern way making sure that the customers needs are achieve. Innovative employees of the Raol Guest House
are rewarded or given opportunities to further their innovation through education in institutions that offer
hospitality course, innovative means that employee are given opportunities to meet and exchange ideas
with other employees from resorts.
5.Low prices compared to hotels
It has been observed that Raol Guest House offers many services at a considerable low price.

STATEMENT FOR MARKETING OBJECTIVES AND FINANCIAL OBJECTIVES

Marketing objectives
There is an idea of making the guesthouse more available to the Mauritians who until now could not really
access the guest house to the high charges. The department also decided to make the guest house more renowned in Mauritius. They want to manage events on the left wing of the guesthouse where a big hall,
kitchens and many big rooms will be constructed.
The space the guest house already has but which is unused will thus become a source of income to the organisation. The idea is to make the guest house into an event management company as well. The marketing
department has already planned how to prevent noises from disturbing the guest house residents. They plan
to make another entry and exit for the left wing and also protect the whole guest house with soundproof
walls.
Despite the complexity of the whole plan, the marketing department is sure that this will help boost up the
image of Raol Guest House and allow people to plan their marriage, birthdays, business meetings in a natural place where ecology and tranquillity is a priority to the direction of the guest house. Also is it that
Raol Guest House will also offer various cuisines in its restaurant called Delices de la Nature, where instead of offering only traditional Mauritian food, all kind of food will be available to the residents such as
Indian food, Chinese food, Italian food and European food. To be able to offer only the best delicacies to
our customers, four specialised chefs will be recruited.

assistance. An extended stay resident wants an in-room kitchen. Conventioneers want large meeting
rooms, preplanned sightseeing and hospitality suites.
Resolve consumer complaints more effectively because business travellers are quite concerned about onebooking, long waiting lines, late check-in times .Moreover Raol Guest House is dealing for alternative accommodation in case that they are over-booked, computerizing check-ins, offering express checkouts
( bills are placed under room doors or mailed to guests room doors or mailed to guest businesses or
homes),serving free drinks and providing baggage handling if check-in times are late.
All these objectives allow the clients of Raol Guest House to enjoy a memorable and amazing time.

Financial Objectives
The financial objectives of the company are listed below:

Achieve sales revenue of Rs 150,000 in year 2015 and Rs 1 million in year 2018.
Achieve 5% growth in sales in the niche market of guesthouses.
Ensure a positive cash flow from operating, investing and financing activities.

SWOT ANALYSIS
SWOT Analysis is a useful technique for understanding your Strengths and Weaknesses, and for identifying both the Opportunities open to you and the Threats you face.
Situation analysis in which internal strengths and weaknesses of an organization, and external opportunities and threats faced by it are closely examined to chart a strategy. SWOT stands
for strengths, weaknesses, opportunities, and threats. Below is the SWOT Analysis of Raol Guest House.

MARKET RESEARCH
Market research has been carried out. Both primary and secondary data have been collected. Primary
data has been collected by the customers while the secondary data has been gathered through internet
researches.

SEGMENTATION
Hotel consumers are varied in a number of aspects. Their respective differences often provide a challenge
for firms trying to meet and exceed consumer product/service expectations. Smith (1956) defines market
segmentation as a competition defense mechanism in response to differing consumer demand. It allows a
firm to divide a heterogeneous market of products and services into smaller homogenous units (Smith,
1956). The segment identifies existing and potential consumers and aligns them with the products and services that may satisfy a greater number of their specific needs (Smith, 1956 & Forsyth, 2009). An industry
with a segmented market allows for the examination of the intrinsic and extrinsic factors that can influence the consumers decision making in reference to the given product or service. Implementing market
segmentation strategies are expected to allow the firm to better target their consumers. The segmentation
that Raol Guest House will be using to launch its new product is divided into two groups namely
Geographic Segmentation
It is the division of the market into different geographic units; including nations, states, regions or neighborhoods (Belch & Belch 2007). Raol Guest House will aim at different countries such as Comoros,
Kenya, Madagascar, Mayotte, Reunion, Seychelles, South Africa and Zimbabwe.
Demographic Segmentation
It refers to the division of the market on the basis of demographic variables such as age, gender, family
size, education, income and social class. Raol Guest House will also be sold in a low price, allowing high
class, middle class and low class family to purchase the service.

TARGETING
Raol Guest House also aims at target one or more segments: business travellers through tourists (who stay
one night), regular tourists (who stay 2 or more nights), extended stay residents (who stay up to several
months or longer and conventioneers

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POSITIONING
To combat the effects of a competitive market environment, and to position itself, Treacy and Wiersema
suggests three value disciplines which firms should focus their operation (1995). The disciplines, Operational Excellence, Product/Service Leadership and Customer Intimacy.
Operational Excellence
Operational Excellence pertains to the firms ability to provide middle-of-the-market products at the best
price with the least inconvenience to the consumer (Treacy & Wiersema, 1995, p. xii). Raol Guest House
focusing on this discipline will utilize a cost reduction in operations while still providing reliable products and services at a competitive price (Riemann & et al, 2009, p. 4). The firms managers must pay close
attention to cost controls if they seek to achieve an optimized business process (Riemann & et al, 2009;
Porter, 1980). Raol Guest House utilizing lower costing operational procedures will yield greater returns
when compared to their competitors. (Porter, 1980).
Product/Service Leadership
Product/Service Leadership references how the firm strives to offer the best available product or service
(Treacy & Wiersema, 1995). This value discipline relates to the differentiation strategies that the firm may
implement. The offered product or service may exceed competing offerings by design, technology, features, customer service, or other complex element (Porter, 1980, p. 36). Strategies focused around
product/service e leadership allow the firm to narrow their business focus to providing the best available
offerings to improve their leadership position (Treacy & Wiersema, 1995). A lodging firm utilizing enhanced products and services is further attempting to improve the consumers quality of stay (Riemann &
et al, 2009). This value discipline is expected to yield above-average returns as it encourages consumer
brand loyalty 30 and a lower threshold for price sensitivity (Porter, 1980, p.38). The firm develops a
competitive advantage by being at the forefront of product or service innovation (Treacy & Wiersema,
1995).
Customer Intimacy
Customer Intimacy references the firms ability to provide customizable products and services that cater to
the needs and requests of their individual guests (Riemann & et al, 2009). This value discipline is focused
on serving a particular target [market] very well (Porter, 1980, p. 38). The firm strategically works towards providing a consumer solution oppose to a service (Treacy & Wiersema, 1995). Establishing and
maintaining intimate consumer relationships is important to this discipline (Treacy & Wiersema, 1995).
The firm recognizes the consumers lifetime value and attempts to establish lasting consumer loyalty
(Treacy & Wiersema, 1995, p. 41). The market strategies developed around this discipline aim to provide
products and services that meet or exceed the specific needs of the consumer. McGuire suggests that firms
should strive towards these strategies as they aid the consumer in understanding and differentiating the
uniqueness between competing firms (2009).

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MARKETING MIX
The marketing mix concept is a well-established tool used as a structure by marketers. It consists of the
various elements of a marketing programmed which need to be considered in order to successfully implement the marketing strategy and positioning in the companys market. It is the important internal elements
or ingredients that make up an organizations marketing programme- Adrian Payne.
Product
A product is anything that can be offered to a market for attention, use or consumption that might satisfy a
want or a need. It includes physical objects, services, places, organisations and ideas. Kotler,Bowen and
Makens.
In the tourism industry, there is no production of goods but rather this industry provides a myriad of services and experiences. The service that Raol Guest House procures has special characteristics:
Intangibility
Services can be purchased but cannot be seen, touched or tasted they are intangible. The heart of a service
is the experience created for the customer. In choosing Raol Guest House, a customer might look to the additional services that Raol Guest House offers to its customers.
Inseparability
The service is created and consumed at the same time. Therefore, the client and employee are both involved during this process. During this process, it is vital to keep the same standard of service when delivering to its customers.
Heterogeneity
No 2 customers will demand exactly the same service, they will
mands,expectations,tastes,moods,perceptions and emotions. ( George,2001:21)

have

different

de-

Lack of ownership
In this concept,the customer has nothing to take away except his/her experience.Most of the services are of
temporary use and the memories arising from there. Like for Raol Guest House,a room will only be
served to enhance or degrade their experience of the service being provided.
Perishability
The hospitality offered by the Raol Guest House cannot be stored,saved or reuse-it is perishable .
Some new services could be generated. A baby sitting service , a 24 hour room service, car rental. Furthermore a fitness studio can be set up which will give more profit and a bit of modern touch to the Raol
Guest House .Other services like organising transport facilities for their guests, suggesting plans of interests in the area, organising tours, bookings can be offered. Vacation packages also can be offered.

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Price
Price is the value that is placed on something. Price is an indispensable element in the marketing mix since
it generated revenue and it is the only basis of recovering the costs and profits.Zeithaml ( 1998 ) claimed
that the customers will think whether they received the value of money or before they decide to return the
purchase from the service provider. Raol Guest House can adopt a seasonal pricing where the price paid for
a particular service can be during a certain time or period only or even price flexibility also can be embraced which is an unstable amount that can be paid for the same services by two different customers or it
can be adjustable price for different customers with the same service depending on the customer relationship. ( Keyes 2010,104)
Physical Evidence
This factor refers to the ability and environment in which the service will be delivered. For example the
interior and exterior decoration, its furnishing, lights. Moreover, Raol Guest House will have its own brochures will be available for its customers. This service scope includes three physical environment dimensions that represent the relation between services and environment, namely:
1.Environmental conditions such as temperature,sound,smell.
2.Space and functions such as map,equipement,decoration.
3.Signs,symbols and artefacts such as decoration style.
The more intangible, the service the more important it is to make the service around it tangible. The physical evidence serves as a visual metaphor of what the company represents, what services it facilitates and
the relations between customers and employees.
People
All the staff being employed at Raol Guest House will be the locals since they are more acquainted with
the local tastes. The personnel will be trained at a regular basis so as to keep them updated and also to be
able to meet up the customers expectations. In this way, Raol Guest House will be able to add value to
its service through its employees. Also, the employees will be able to have a good clientele with the customers. In this way, the staff will learn about the guests likes and dislikes thus with this knowledge, the
personnel can provide an improved experience to the tourists who would lead to an increased in the profitability margin. The resources that Raol Guest House has are its workers from waiter to the General Manager; each of them is recruited according to skills, qualifications and work experience. They are recruited
from Sir Gatan Duval Hotel School. Moreover, Raol Guest House also encourages continuous training
which will help the employees to create, innovate and communicate effectively.

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Process
A process is a flow of activities. At Raol Guest House, the process is simple since it operated at a small
scale. The process is more coordinated according to the needs of the customers.

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Place
Place refers to the physical and virtual environment, ambiance, staff and activities and at the point of service offering. The atmosphere and the physical environment are the specific factors that each guest house
gets.Accessibility is a critical element of place as it represents the extent to which markets and destinations
are connected (Weaver and Oppermann, 2000). The location where Raol Guest House is situated is a highly
tourist attraction. The guest house has 35 standard rooms are categorized into 3 groups-(Sea view, Mountain View and Road view)
Promotion
Promotion has got a vital role in promoting a destination.it enables to communicate with individual,
groups, organisations to directly or indirectly facilitate exchange by informing and persuading the different
market segments to welcome the choice of the destination being promoted.
A successful promotion strategy is devised by having a push and pull promotion.
According to Kotler (2001: pg531)
A push strategy involves pushing the product through distribution channels to final consumers. The product directs it marketing activities (personnel selling and trade promotion) toward channel members to include them to carry the product and to promote it to final consumers. Using a pull strategy, the producer
directs its marketing activities (primarily advertising and consumer promotions) towards final consumers to
induce them buy the product.
Push strategy is also known as taking the product to the consumer . The push promotional strategy involves taking the leisure product directly to the customer. This can be achieved by making use of any
means and the final aim is to ensure that the customer is aware of the guesthouses name providing the leisure activity at the point of purchase. One example of the push promotional strategy is the point of sale
displays in the guesthouse lobby.
Pull strategy is also known as Getting the customer to come to you. The pull strategy is to motivate the
tourists in such a way that they are themselves encouraged to come and seek leisure facilities in the guesthouse. One example of the pull strategy is advertising and mass media promotion .
According to Kotler (2001), there are five strategy promotional mix, they are:
Advertising
Advertising is any form of non-personal communication from an identified sponsor about the organization
and its services using the media to influence a target market. (Blech & Blech 1998; Wells, Burnett & Moriaty, 1998; Zikmund & Damico, 1996). This is to inform potential customers about the products that the
organization is offering and to persuade them to buy it. Some examples of advertising can be yellow pages,
local newspapers, radio, trade journals, exhibitions and websites.

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Sales promotion
It is providing the customers with the basic service adding further appealing packages to it. This can help to
achieve customer loyalty and as the same time attract new customers.
Public Relations
Public Relations (PR) are defined by the British Institute of Public Relations as the planned and sustained
effort to establish and maintain goodwill between an organisation and its public. Public Relations are extensively used in the tourism industry as a way of communicating with potential customers.
Public Relations can also be defined as any group that has actual or potential interest on a companys ability to achieve its objectives. (Kotler, 2000)
PR is concerned with a number of marketing tasks. These include the following:

Building or maintaining image

Supporting the other communication activities
Handling problems and issues reinforcing position
Influencing specific publics

Direct Marketing
Direct marketing is to carry out a market research from time to time to know about the exact needs and
wants of the customers and to cater for them. This component of the promotional mix does not use the traditional formal channels of advertising; instead it is done through fliers, catalogue distribution and promotional letters.
Personal Selling
Personal selling is to communicate orally with a potential customer of the leisure activity with the intention
to make a sale. This is the most effective form of promotion as the customer is able to get the exact service
and information that s/he is expecting.

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STRATEGIC PLANNING APPROACHES

The Product/market opportunity matrix (Ansoff Matrix) has been used to show strategic planning approach
that the company will adopt.

Market Penetration
An organisation pursuing a market penetration strategy is aiming to sell more of its existing products in existing markets. To support a market penetration strategy an organisation must make sure that it maintains
and builds the competences that are relevant to the particular market and that it has the relevant capacity to
meet higher levels of demand. Raol Guest House can make use of the following strategies: make use of aggressive Make use of aggressive advertisement television, radio, newspapers, health conscious magazines
and internet, Build customer loyalty by providing discounts on cumulative purchases, Offer discount coupon for old customers.
Product/service Development:
This strategy involves the organisation operating in its existing markets and developing innovative or modified versions of its existing products to appeal to those markets. For an effective product development
strategy, an organisation must either be able to build on its existing competences or acquire new ones, but it
does allow the organisation to exploit its existing knowledge of its customers.Raol Guest House can Develop new types of services like Spa.

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Market Development:
This strategy entails expanding into new markets with existing products, which are, at the most, only
slightly modified for the new market. These may be new markets geographically, new market segments
or new uses for products. Whatever the market, this approach to growth depends upon the existence of
new consumer groups who are willing and able to buy the existing product .The company can look for
international markets like the European Countries ,enter new market segments, market through Social
media (e.g. Facebook)
Diversification:
Diversification involves the organisation moving into new markets with new products. Diversification
may become necessary when none of the alternative mechanisms for generating growth are feasible and
is generally thought to be the more risky route to growth. But for Raol Guest House for the time being it
can concentrate on the three above strategies since they carry lower risks as the organisation has some
experience in it. By contrast, the fourth strategy - diversification is much more risky because the organisation is moving into areas in which it has little or no experience. As a consequence, the instances of
pure diversification are rare. When diversification is undertaken, the risks can be reduced by concentrating on either familiar markets or familiar technologies. Moving into new markets with products which
require new technologies constitutes the riskiest and also the rarest form of diversification. In the longrun,Raol Guest House can opt to diversify.

CONTROLS AND EVALAUTION

Implementation
The marketing manager will coordinate the marketing activities that are crucial in achieving the financial and marketing objectives of the company. Raol GuestHouse requires the marketing department to
maintain its professional integrity, looking out for its marketing goals and implementing the marketing
programmes as best fits its strategy.
Controls
To maximise the return on a marketing plan, there need to be controls in place to monitor the plan's progress. Control is not a singular thing but a host of tools for making sure that the company is on track.
Raol GuestHouse will be using four types of controls to monitor the service marketing plan progress.
Annual plan control
The purpose of the annual plan control is to ensure that Raol GuestHouse achieves the sales, profits and
other goals established in the marketing plan.
Sales analysis - Actual sales will be compared to sales targets and budgets and an analysis of any variance between the two will be carefully examined.
Market share analysis - Raol Guest House will be using overall market share, served market share and
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Customer attitude tracking - Raol Guest House will monitor customer feedback through polls and surveys.
The company will carry out customer surveys by phone or in person and host online polls to gauge what
customers feel about the Services. The company will also implement a customer complaint and suggestion
scheme to increase customer satisfaction level.
Sales-to-expense ratios - Sales-to-expense ratios will be used to determine whether Raol Guest House is
spending too much or too little on marketing the Services in order to achieve its sales goals. The following
sales-to-expense ratios will be used:

advertising to sales

sales force size to sales

sales promotion to sales

marketing research to sales

Profitability control
Profitability control will help Raol Guest House to evaluate and improve spending, and examine whether it
is making profits or losses. The following measures will be taken to control its profitability:

Sales revenue and costs from the previous year will be compared to that of the current year.

Actual and estimated profits will also be compared to determine differences.

A cost control system will be developed to maintain costs that remain within the specified budget.

Efficiency control
Efficiency control will be used to evaluate and improve the spending efficiency and impact of marketing
expenditures. The efficiency of sales force, advertising, sales promotion and distribution will be monitored.
Strategic control
The purpose of strategic control is to examine whether Raol Guest House is pursuing its best opportunities
with respect to markets, products, and channels. The following marketing tools will be used:

marketing effectiveness rating instrument

marketing audit

marketing excellence review

company ethical and social responsibility review

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REFERENCES

BELCH, G.E. AND BELCH, M.A., 2007. Advertising and promotion: an integrated marketing communication perspective. In: Irwin/McGraw Hill, 7th ed. Boston Massachusetts, 45
FERREL, O. C. and HARTLINE,M.D. 2008, Marketing Strategy. Mason: Thomson Higher Education
KOEGEL, K. 2010. Building Brands Online. Ad Age Insights, October 11.
KOTLER, P., ANG, S.H., LEONG, S.M. and TAN, C.T. 1999, Marketing Management: An AsianPerspective, 2nd Ed., Prentice Hall
LANCASTER, G. AND REYNOLDS, P., 2005.Management of Marketing. Burlington: Elsevier Butterworth Heinemann
WEBSITES
https://quizlet.com/30731376/casino-management-exam-2-flash-cards/
http://faculty.jwu.edu/pbagdan/HOSP3050/worksheets/ch14_worksheet.doc
http://faculty.jwu.edu/pbagdan/HOSP3050/worksheets/CHAPTER%2014.doc

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