The Cahnging Role and Status of the Artist 1300-1600

The Changing Role and Status of the Artist 1300 – 1600 To explore the changing role and status of the artist during the period 1300 – 1600 we have first to look at the period of time prior to this. For a thousand years before, Rome had ruled most of Europe, bringing new developments in technology, education and government, but after Rome fell to invaders in 542 CE, Western Europe became stagnant, a period we now term as the Middle Ages. Ordinary people did not venture far from their hamlets. Local lords ruled with fear and intimidation. Learning took place only in religious houses, and generations grew up ignorant, illiterate, and superstitious of outsiders. Artists and merchants during this time formed organisations called†¦show more content†¦His previous interest and work in mathematics and geometry obviously helped in his study of perspective and his contemplative approach to his paintings is apparent in all his works. Caterina van Hemessen (1528-until after1587) was a Flemish painter. As with many Renaissance female painters, she was the daughter of a painter, Jan Sanders van Hemesson (c. 1500-after 1563), and he was probably her teacher. She is the earliest female Flemish painter for whom there are verifiable works still existing. In the late Renaissance the training of artists began to move from the workshops and to the Academy and women began a long struggle to be able to access this training. To study the human form required working from male nudes and corpses, and women were generally thought to be too sensitive and were barred from this type of training. Her success is marked by her good standing in the Guild of Saint Luke, and her eventual position as teacher to three male students. Her patron in the 1540’s was Maria, Queen of Hungary. In 1554, she married Christian (or Chrà ©tien) de Morien, an organist at the cathedral in Antwerp, which was at that time an important position. In 1556, when the Queen of Hungary resigned her position Caterina and her husband also moved to Spain, on invitation of her patron, to Spain. Two years later, when Maria died, Caterina was given a sizeable pension for life. She

Sacrifice in A Tale of Two Cities Essay example - 1037 Words

New Wark or New York A Tale of Two Cities by Charles Dickens is a story of great sacrifices being made for the sake of principle. There are many examples of this throughout the book made by many of the characters but some or more evident than others. In Book The First, entitled â€Å"Recalled to Life,† the most obvious sacrifice for the sake of principle was made by Dr. Manette. He is imprisoned for eighteen years in the Bastille, for no apparent reason. Another noticeable sacrifice made for the sake of principle was made in Book The Second, entitled â€Å"The Golden Thread,† also by Dr. Manette. Charles Darnay reveals the truth about himself and about his family history. He tells Dr. Manette his real identity and that he is heir to the Marquis†¦show more content†¦Later the Patriots look up to Dr. Manette as a type of role model because he took the pain for those eighteen years to set an example for those who thought that the revolution would come easy. He of course did not know this nor did he have a choice to be imprisoned. But nonetheless his captivity in the Bastille served as a prime example of what the peasants of France must go through in order to achieve their goals. This sacrifice does not become known until later in the book when his time spent gives him a leadership quality over the Revolutionists. In â€Å"The Golden Thread,† Dr. Manette makes another great sacrifice when he disregards the fact that the man who is to marry his daughter is the same man who family is responsible for those eighteen years of pain and suffering in the French Bastille. He does not know of this until later in the story but still even before finding out proclaims his desire of keeping her daughter happy. â€Å" ‘I give the promise,’ said the Doctor, ‘without any condition. I believe your object to be, purely and truthfully, as you have stated it. I believe your intention is to perpetuate, and not to weaken, the ties between me and my other and far dearer self. If she should ever tell me that you are essential to her perfect happiness, I will give her to you. If there were-Charles Darnay, if there were-.’ (124) Despite his sense of revenge towards the people who imprisoned him he sacrifices his own feelings for theShow MoreRelatedA Tale of Two Cities-Sacrifice728 Words   |  3 PagesIn the melodramatic novel, A Tale of Two Cities, by Charles Dickens, the author uses the theme sacrifice. He shows that sacrifice is important in his story because some of his characters must give up their lives for another. Miss Pross dedicates herself to Lucie because she wants Lucie to have a brighter future than she did. Then, out of his love and devotion for Lucie Manette, Sydney Carton sacrifices his life to save a life she loves. 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Yet throughout the novel one can see that he is a brilliant barrister who does not realize his worth, a man changed through love and devotion, and a self-sacrificingRead MoreChristianity in a Tale of Two Cities Essay1701 Words   |  7 PagesChristian Value Reinforcement in A Tale of Two Cities In this essay, I will argue that one of the underlying motives in Charles Dickens novel A Tale of Two Cities (1859) is the reinforcement of Christian values in 18th century Victorian England. Dickens was very concerned with the accepted social norms of industrialized England, many of which he felt were very inhumane. Christian values were challenged, largely due to the recent publication of Darwins Origins of a Species, and philosophyRead MoreTale Of Two Cities Theme Analysis725 Words   |  3 PagesPatrick Bayeh Bayeh 1 Mrs. Lebeda English 2 Per.7 October 16, 2017 Theme of Resurrection in A Tale of Two Cities A Tale of Two Cities is an artistic expression of Charles Dickens fundamental belief in the resurrection and reformation of man and society. Though set against the backdrop of the turbulence of the French Revolution, the story gives a message of hope and renewal by presenting a vision of a better tomorrow. While Dickens condemns the outrageous atrocities committed by the French aristocracyRead MoreDuring the French Revolution, A Tale of Two Cities by Charles Dickens948 Words   |  4 PagesA Tale of two cities is a compelling tale written by Charles Dickens. The tale takes place in London and Paris. Main characters Dr. Manette, Lucie Manette, Charles Darnay, Sydney Carton, and the Defarges are chronicled before the French Revolution and when the revolution begins throughout France. The author Charles Dickens explores the economic disparity between rich and poor within in the two cities and topics during enlightenment such as revolution in political thinking. In addition to establis hing

The Marketing Environment Free Essays

string(69) " are not their own brands, trademarks and brands are using overseas\." 1. The changing and uncertain marketing environment deeply affects the organization’. Discuss this statement,explaining what is meant by the’marketing environment’ and explaining how it might affect marketing plans and activities with an example. We will write a custom essay sample on The Marketing Environment or any similar topic only for you Order Now The Marketing Environment The marketing environment refers to all of the internal and external forces that affect a marketer’s ability to create, communicate, deliver and exchange offerings of value. The factors and forces within the marketing environment can be classified as belonging to the internal environment, the micro-environment, and the macro-environment. The internal environment refers to the organization itself and the factors that are directly controllable by the organization. The micro-environment comprises the forces and factors at play inside the industry in which the marketer operates. Micro-environmental factors affect all parties in the industry, including suppliers, distributors, customers and competitors. The macro-environment comprises the larger-scale forces that influence not only the industry in which the marketer operates, but all industries. Macro-environmental factors include political forces, economic forces, sociocultural forces, technological forces and legal forces. This macro-environmental framework has been called the PESTL framework. Micro-environmental and macro-environmental forces are outside of the organization and, while they can be influenced, they cannot be directly controlled. The internal environment refers to its parts, people and processes. An organization is able to directly control the factors in its internal environment. A thorough understanding of the internal environment ensures that marketers understand the organisation’s strengths and weaknesses, which positively and negatively affect the organisation’s ability to compete in the marketplace. The micro-environment consists of customers, clients, partners, competitors and other parties that make up the organisation’s industry. The organization cannot directly control its micro-environment and respond to the current and future needs and wants of their target market. They must understand how each of their partners’ processes work and how their partnerships benefit each party. They must also understand the risks involved in working with partners and the relative power balance between the organization and each partner. Suppliers are a particularly crucial partner. Marketers must identify, assess, monitor and manage risks to supplies and risks to the price of supplies. To succeed, marketers must ensure their offerings provide their target market with greater value than their competitors’ offerings. Thus, marketers seek to understand their competitors’ marketing mix, sales volumes, sales trends, market share, staffing, sales per employee and employment trends. Marketers should analyse total budget competition, generic competition, product competition and brand competition. The macro-environment encompasses uncontrollable factors outside of the industry: political, economic, sociocultural, technological and legal forces. Political forces describe the influence of politics on marketing decisions. Economic forces affect how much money people and organizations can spend and how they choose to spend it. Sociocultural forces affect people’s attitudes, beliefs, behaviors, preferences, customs and lifestyles. Technological forces are those arising from the search for a better way to do things. Technology changes the expectations and behaviors of customers and clients as well as how organisations work with their partners and within society. Laws and regulations are closely tied to politics and establish the rules under which organizations must conduct their activities. The most significant laws and regulations for marketers are related to privacy, fair trading, consumer safety, prices, contract terms and intellectual property. Marketing metrics are used to measure current performance and the outcomes of past activities. A SWOT analysis is used to identify strengths, weaknesses, opportunities and threats. The example: Wenzhou Shoes 2004? 9? 17? ,â€Å" † —— ,? 400 , , 800 September 17, 2004, â€Å"European shoes† – the eastern town of Elche, Spain, China Shoes City, about 400 Spaniards gathered unidentified street, destroyed a bus carrying Wenzhou shoe container truck and a Wenzhou shoe warehouse, causing about 800 million yuan of economic losses. This is the first ever Spanish Chinese business interests of serious violations of the violence. , ,? 2001 , , In fact, data show that since 2001, Wenzhou shoes incident overseas every year by resistance occurred, and there is an upward trend: 2001? 8 2002? 1? , , August 2001 to January 2002, Russia had seized the incident occurred once, Wenzhou shoes involved. , 3 , The longest that the goods seized, the whole Zhejiang loss of about 3 billion yuan loss of individual enterprises million yuan or more. 2003 ,20 , The winter of 2003, more than 20 products of Wenzhou footwear shoe was burned in Rome, Italy, the specific loss is unknown. 004? 1? 8? , â€Å" †, January 8, 2004, the Nigerian Government issued â€Å"list of banned imports,† Wenzhou shoes one of them. 2004? 2? 12? , â€Å" † , 3000 †¦Ã¢â‚¬ ¦February 12, 2004, the Russian Ministry of Internal Affairs sent a large number of police raids in Moscow, â€Å"Aimila† big market goods, Chinese businessmen, including China, Wenzhou shoe manufacturers, including business loss of about $ 30,000,000 this †¦ à ¢â‚¬ ¦ , 2001 40%, 30%, 4. 6 Relevant data and background information, Wenzhou shoe production for export as early as in 2001, jumped 40%, close to 30% of total output, only from Wenzhou Customs exit of shoes to the value of $ 460,000,000. 10 ,? â€Å" †? â€Å" †? , â€Å" † , Wenzhou top 10 in several shoe factories to produce shoes for export oriented, such as the â€Å"East Art†, â€Å"Tema†, etc. , including â€Å"Tema†, including several of Wenzhou shoe factory, and also Wal-Mart signed production agreement for the global retail industry hegemony of mass production for supermarkets sell cheap shoes. , , , 10 ~30 , 10 From the product level , at present, most of China’s export of footwear is still the middle and low variety, low prices, generally 10 dollars to 30 dollars, many even less than 10 dollars. 9 â€Å" † 5 ? Took place in September this year, Spain’s â€Å"burning shoes† incident was burned average unit price of the shoes on ly 5 euros. , ( OEM ) Exports of high-end shoes and own-brand share are very small, and exports more products to OEM manner. ? , , â€Å" † , , , For example, most of the production of footwear sales in the U. S. low-end shoe store, while in the United States, the high-end shoe store also can procure the â€Å"Chinese shoes† of the shadow, but the price was lower than Italy, Spain, Brazil and other countries products, and all Chinese-made shoes are not their own brands, trademarks and brands are using overseas. You read "The Marketing Environment" in category "Papers" , Some of the same grade shoe prices in foreign markets and products to be lower than the country of origin, and some even lower than Vietnam, and Thailand’s exports. , ; , , ; , 10 2200? , View from the export enterprises, private enterprises accounted for most; see from the export area, mainly in Wenzhou, Zhejiang, Fujian Jinjiang, Quanzhou, Guangdong, Shandong, Sichuan and other regions, and has established a number of shoe manufacturing base; from the export scale , the current export value of 10 million U. S. dollars more than 2,200 enterprises, accounting for nearly half of the total number of export enterprises. â€Å" † , â€Å" † , â€Å" †? â€Å" , , † â€Å"The Spanish case, we need to think about the brand. We do not have world-renowned brand, which is the international competition of Chinese shoes in the greatest difficulty. † Executive vice president of Cornell, said Zhou Jinmiao interview. Members of Light Industry Import and Export Corporation Wenzhou Foreign Trade Wai seems to know China better than anyone in the international market brand shoes difficult. â€Å" BATA , , 100 , † â€Å"Well-known supermarket chains in Europe BATA , there are a lot of shoes from around the world, but I never found more than 100 euros over Chinese shoes. Chinese shoe brands in the world, not only to low-end shoes to compete. Spain burning low-end shoes is the result of competition. 2. Describe in detail the five marketing management orientation. Discuss the marketer’s argument for why an organization should embrace the market orientation. Marketing Management Orientation The Marketing Orientation and the Marketing Concept. An organization with a market orientation focuses its efforts on 1)continuously collecting information about customers’ needs and competitors’ capabilities, 2) sharing this information across departments, and 3) using the information to c reate customer value. The market orientation simply defines an organization that understands the importance of customer needs, makes an effort to provide products of high value to its customers, and markets its products and services in a coordinated holistic program across all departments. In what we call the â€Å"Marketing Concept,† the company embraces a philosophy that the â€Å"Customer is King. † The Marketing Concept is an attitude. It’s a philosophy that is driven down throughout the organization from the very top of the management structure. The Marketing Concept communicates that â€Å"the customer is king. Everything that the company does focuses on the customer. Via the Marketing Concept, a company makes every effort to best understand the wants and needs of its target market and to create want-satisfying goods that best fulfill the needs of that target market and to do this better than the competition. It wasn’t always that way. There were other orientations that companies embraced over the years. The Production Concept has been around for years. That concept simply suggests that customers prefer inexpensive products that are readily available. In effect, â€Å"if we make it, they will come. The Product Concept suggests that companies that build the â€Å"better mousetrap† will gain favor. The thinking here is that customers want products that have higher quality, that offer better performance or do something unique. The Selling Concept proceeded the Marketing Concept. From the 1920’s until the 1950’s, most firms had a sales orientation. Competition had grown, and there was a need to pursue the scarce customer. Sales could mean everything from sales people to advertising to public relations, but little effort was made to coordinate any overall marketing function. What we often saw in the Selling Concept was the â€Å"hard sell† and the belief that consumers wouldn’t purchase unless they were sold. The Holistic Marketing Concept that is embraced in the 21st century results in companies looking at their overall marketing efforts. This includes how their marketing affects society, as a whole. Marketing is also done internally within the company. Without customers, a company will quickly flounder — thus the importance of the relationship. Holistic marketing looks at the connectivity of the company, its people, its customers, and the society in which it operates. The Societal Marketing Concept focuses on. Market positioning in the 70s of last century by the American Marketing experts Iris and Jack Trout’s, its meaning is an enterprise based on existing products on the market competitors, the location of the products for a customer These characteristics or attributes of the emphasis, create unique products for the enterprise, giving the impression of a distinctive image, and to pass such a vivid image to the customer, so that the products in the market to determine the appropriate location. Market positioning of a product itself is not what you do, but you do the eyes of potential consumers. The essence of market orientation to the enterprise and other enterprises strictly separated, so that customers clearly feel and recognize the difference, which the customer occupies a special place in mind. Another argument is the product positioning, target market positioning, competitive positioning. Market positioning is the key enterprises should try to find their products more competitive than the competition’s features. Competitive advantage is generally two basic types: one is price competitive, that is, under the same conditions set lower prices than the competition. This requires companies to take all efforts to reduce unit costs. Second, competitive preference, which can provide certain features to meet customer specific preferences. This requires companies to take every effort to work on the product features. Therefore, the whole process of the enterprise market positioning can be accomplished through three steps: 1) Analysis of the status of the target market to confirm the potential of this business a competitive advantage 2) The exact choice of competitive advantage, the initial positioning of the target market Competitive advantage that the ability of companies to outperform its competitors. This capability can be either existing, may also be potential. Select a competitive advantage is actually a business and competitor strength compared to all aspects of the process. Indicators should be a relatively complete system, the only way to accurately select the relative competitive advantage. The usual method is to analyze, compare companies and competitors in business management, technology development, procurement, production, marketing, finance, and what kinds of products is the strength of seven areas, which are weak. To select the most suitable for the business advantages of the project, initially set to target enterprise market position. 3) Shows a distinct competitive advantage and re-positioning The main task of this step is the enterprise through a series of publicity and promotion activities, the competitive advantage of its unique and accurate communication to potential customers and impress in the minds of customers. To this end, companies should first understand the target customer, know, know, identity, love and preference of the company’s market position, established in the minds of customers is consistent with the positioning of the image. Second, companies target customers through a variety of efforts to strengthen the image and maintain understanding of target customers, target customers attitude stability and deepening the feelings of the target customers to consolidate in line with the market’s image. Finally, enterprises should pay attention to the target customers understand their market position or because of deviations propaganda enterprise market positioning errors caused by target customers fuzzy, chaos and misunderstanding, and promptly correct the inconsistencies in the image and market positioning. Company’s products in the market positioning even if it is appropriate, but in the following circumstances, should consider re-positioning: (1) Introduction of new competitors, product positioning in the vicinity of the enterprise products, enterprise products occupied part of the market, so that the decline in market share of enterprise products. 2) Consumer needs or preferences change, so that the enterprise product sales plummeted. To avoid the strong positioning strategy: trying to avoid is the most powerful business or other enterprise directly place a strong competition, while positioning their products in another market area, to make their products with certain characteristics or attributes the strongest or strong opponents are more significant differences. Head-positioning strategy: is an enterprise based on its own strength, to occupy a better market position, at the market on the dominant, most powerful or compete head-strong competitors, leaving their own and rival products into the the same market position. Looking for new but not yet occupied the position of the potential market demand to fill vacancies on the market, production market, not, with some characteristics of products. Such as Japan’s Sony Corporation Sony Walkman and a number of new How to cite The Marketing Environment, Papers

Marketing Strategies Dawson Falls Mountain Lodge

Question: Discuss about the Marketing Strategies for Dawson Falls Mountain Lodge. Answer: Introduction: The aim of this report is to develop a strategic marketing plan of Dawson Falls Mountain Lodge. The scope of the report is to develop a strategic plan for this boutique hotel located at Taranaki National Park in New Zealand for the coming 3-5 years. In order to frame the market strategy, it is important to analyse the customer behaviour of the target consumers of the hotel. In order to achieve this objective, the report shall utilize Walshs Research Opportunity spectrum in conjunction with Kozak and Martins (2012). Application of these concepts would help to propound certain approaches that the boutique hotel might undertake to improve their service to the Gold and Platinum rated tourists, visiting their hotel. Following this, a critical review of their present promotional strategies along with the analysis of the website will be done in the report. The last part of the report will discuss a number of recommendations along with justification that would help the hotel to improve their marketing strategies to attract more customers. Dawson Falls Mountain Lodge is a boutique hotel that is located amongst the hills and the natural region. The hotel offers a theme based priority service to its customers. It is for the same reason that many people prefers to stay at this Hotel rather than other ordinary hotel that offers better stay and other basic facilities. The Hotel has the accommodation of 10 rooms but the future plan of the hotel is to expand its rooms to 15 at least. However, it is equally important to focus on the business and the marketing strategies of the Hotel to improve its business and make better profits. Strategic marketing plan for the next 3-5 years: Strategic plans are a set of written documents that are considered to be the plans set by an organization to achieve their business strategies. These set of plans depends on the future plans of the particular organization and it might vary from time to time. In this part of the report, a strategic marketing plan of the organization for the coming 3-5 years shall be analyzed. PEST analysis of New Zealand: To frame any a strategic plan, it is important to understand the situation of the country or the industry where the particular organization operates. In order to meet this criteria, understanding the political, economic, socio-cultural and the technological situation of the place is important. A detail analysis shall be made here: Political Political environment of a country can create turmoil in the major industries operating in a particular country. In case of tourism sector, political factor affects largely. Political factors control the incoming of tourists. Major customers of Dawson Falls Mountain Lodge include both native people as well as tourists from other places. Recent political approaches by the country show provision towards welcoming more tourists in the country. Economic Economic condition of people of a country is bound to affect the business of the industries. In case of tourism or especially boutique hotels, the customers need to spend a good amount of money for their stay. If domestic condition of the country is considered, average household income of the country is $67,000. Apart from this, the inflation rate of New Zealand is 0.7% that does not affect the tourism industry to certain extent (Gundersen, Tangeland Kaltenborn, 2015). Again, currency exchange of New Zealand dollars is high compared to other countries. These factors automatically attract more tourists. Socio-cultural People of New Zealand are nature loving. They like to spend their time amidst the beauty of nature. There are many boutique hotels in New Zealand and tourists like to spend their vacation in these hotels rather than usual hotels. Keeping the same factor in mind, it can be said that there is a great opportunity of boutique hotels in New Zealand. Technological If technological factors are to be considered, it can be said that people of New Zealand are advanced in technology and use almost all kinds of technological equipment (Berthon, Plangger Shapiro, 2012). Again, people across the World have become familiar with online booking system and gathering information available in the internet. The Dawson Falls Mountain Lodge has their own home website where all kinds of information are available to the customers and there is the provision of hotel booking as well. These technological factors help to improve the business of the hotel. SWOT analysis of Dawson Falls Mountain Lodge: It is equally important to analyse the Strengths and weaknesses along with the opportunities and threats that the organization might come across in its business. As pointed by Armstrong, Harker and Brennan, (2012), when these factors become clear for a company, the strategies set by the management of the company become more effective. Strengths It is one of the famous boutique hotels in New Zealand. The main objective of the hotel is to provide quality service to their customers. The Hotel has been successful in meeting the demands of the customers who seek for a stay amidst the nature since the Hotel is located amidst the Taranaki National Park (Dawson Falls Mountain Lodge Caf, 2016,). Weaknesses The Hotel has the accommodation of just 10 rooms that is too less compared to other hotels in New Zealand. The Hotel does not have a proper marketing strategy as well that impacted the business of the Hotel largely. Opportunities Owing to its increasing number of customers, there is an opportunity for the Hotel to expand its accommodation capacity by at least more 10 days. The hotel might provide innovative and different approach towards their servicing. The Hotel might come up with better theme based interior depending upon the choice of the customers. Threats The increasing competition of the boutique hotel in the country has been increasing and this is one of the major threats for the Hotel. As pointed out by Chaffey and Ellis-Chadwick, (2012), todays consumers are very demanding and meeting with their demands sometimes become challenging for any industry. In case of tourism industry, consumers usually look for special treatment that depends on their choice. Meeting these factors of the consumers can act as major threats for the Hotel. Identification of potential consumer behaviour trends: In case of a boutique hotel, understanding the demand and behaviour of the target consumers is very important for the management. It is based on the behaviour of these consumers, the management is supposed to frame their market strategies. According to the Recreational Opportunity Spectrum, identifying and determining the diversity of recreational opportunity helps to improve the opportunity of a particular sector to serve the potential consumers. It is on the idea of servicing that an organization might expect to fulfil the needs of the visitors. In comparison to this concept, Ferrell and Hartline, (2012) pointed that not all visitor seek the same experience and the demand might completely vary from person to person. Therefore, it is important to schedule the opportunity well to provide a classifying range of better opportunities to the consumers. It has been widely discussed, that in places like New Zealand, United States and Australia, these places are surrounded by natural area ( Gundersen, Tangeland Kaltenborn, 2015). Therefore, recreational activities automatically increase for such regions. If the ROS is used for considering the consumer behaviour of the people of New Zealand that might affect the business of the Hotel, it holds great importance in determining the customers choice. In New Zealand, ROS is extensively used by the Department of Conservation as one of the important tool to determine the recreational activities that might be undertaken. According to the DOCs Visitor Strategy, it has listed a number of characteristics that sets the accessibility and the nature of consumers and their activities (Hsueh Chang, 2016). Depending on such factors, the provision of services and management zoning can be framed. An application of the ROS is easily reflected in the accommodation facility of the boutique hotels. The targeted consumers can be easily assumed by determining the remoteness, naturalness, size of the area and other environmental factors as well. It has to be mentioned that the Dowson Falls Boutique hotel is located among the natural environment. It is one of the important factors of the Hotel that has helped to attract more customers for them (Jones, Day Quadri-Felitti, 2013). The natural environment on which the Hotel is based is the most attractive point of the organization. This differentiates the Hotel from other types of regular hotels. If the behaviour of the targeted consumers is concerned then it can be said that the major consumers are the ones who look for a customized and a personalized stay at their preferential place. Range of different ROS within Taranaki region If the Taranaki region is considered, it can be said that it is a huge region covered under forest. There is the availability of various fauna and flora. It is a mountain region and is away from the regular urban areas (Jones et al., 2016). A number of benefits including, Health and Social benefits, economic benefits as well as cultural benefits can be easily gained by the boutique hotel. These factors would ultimately help the Hotel to attract more consumers. Some of the other recreational activities that might help more tourists to the Hotel are: Trekking in the mountain Mountain biking Tour around the natural space in the mountain WWE expedition Swimming at coastal regions or water expedition can also be an approach from the The Waverly beach is one of the important spot for diving and surfing. These are very attracting features that can add to the existing thematic approach of the boutique hotel (Kabani, 2013). These Recreational Opportunity situations shall help the hotel to attract more tourists. Understanding the needs of the Gold and the Platinum tourists of the hotel: The customers of the Hotel can be categorized as Gold or Platinum customers. The Gold is the ones who are important to the Hotel but they do not like to spend as high as the other group of people. The Platinum customers are the ones who spend more money on their stay at a particular place. When the consumers spend more money, they remain with the hope that they shall be served differently and with better attention (Kang et al., 2012). It is for the same reason; the needs of the customers have to be kept under consideration by the management of the Hotel. The Hotel is located at the hills therefore; transporting the tourists to the location is one of the responsibilities that the Hotel has to take under consideration. The customers are needed to be transported by the means of any kind of road transportation. It is expected that the customers shall be transported to the Hotel by arranging a car (Khanna Palepu, 2013). It has to be understood that the major targeted consumers are the couples. Therefore, making arrangement to take them to the hotel by the means of road transport is the most effective means. Setting the mission and vision for the lodge: The mission of the boutique hotel is to provide the customers with a soothing and memorable experience of they stay among the beauty of nature in the hills. The aim is to make the visitors comfortable enough that they shall come back to the lodge again. Developing a marketing strategy for the hotel: Marketing strategy has to be planned keeping the environmental factor as well as the strengths and opportunities that a particular organization deals with. In order to frame the marketing strategy of the Boutique Hotel, the 5Ps of marketing can be used: Product Boutique Hotel rooms for the visitors are the product that the particular Hotel sells as the product (Khosravi, Malek Ekiz, 2014). Place The region of operation of the particular hotel is the Taranaki region of New Zealand. People The targeted people are both the domestic people who want to spend some quality time amidst the nature. Other potential customers are the tourists of New Zealand. Promotion The Hotel mainly uses the Social Networking Sites for their promotion. However, it can use the other means of promotion as well such as using promotional event, using viral marketing to attract more visitors (Kleinrichert et al., 2012). Price The cost of the rooms depends on the type of customers. The rate varies for Gold or Platinum customers. At an average it is $100 for one day stay of the visitors availing a single room. 5 key points to Entice the Gold and Platinum tourists and its Associated cost along with justification: It is very important to undertake certain approaches that shall help to keep the customers intact to improve the business condition of the Hotel. Some of the approaches that the Hotel might undertake to serve the visitors are: Complimentary breakfast Complementary pick and drop facility Availability of wireless internet connectivity Herbal spa or salon Other important approaches that the Hotel might undertake are: Some kind of packages available to the Gold and Platinum customers that might include upgraded lounge or presence of better quality of service to the guests (Kwong, Thompson Cheung, 2012). The customers that are loyal to the Hotel and they keep on coming to use the service of the Hotel, they can be treated well and provided with better packages Customers might also be offered for certain tourism facilities or other recreational activities that might add more fun and excitement to their visit. In case if the customers make booking before a certain period of time, then the customers shall be given better discount or attention (Lee Kim, 2013) In case of newly married couple, there shall be provision of certain special things for them. For instance, they might be given a special suit that shall be decorated with a particular theme as per their liking. In case of marketing, the hotel shall come up with different approaches like event shows or promotional activities that aim at attracting the targeted consumers (Line Runyan, 2012). All the above mentioned approaches made here shall help to attract more consumers because if it is considered about the liking of consumers, it can be said that consumers are more inclined towards innovative things rather than regular services available at major hotels and other resorts (Lipman Ashlock, 2015). Communication is also an important factor for the Hotel to maintain. For a tourism industry, keeping a good communication with the different stakeholders of the company is very important. It has to be understood that the management of the Hotel shall undertake the importance of communication in its approach towards the development of the business. The stakeholders of the Hotel include the employees who are working in the Hotel, that include the staff, the cooks and others (Lusch Vargo, 2014). Another important factor that should be mentioned here is that the Hotel is operated by two managers and there are no such other important stakeholders in the business. Therefore, keeping a communication with these limited groups of people is easy. Therefore, any kind of approach made by the management can be easily disseminated among the people and there is a greater chance of gaining better results in the business activities. Critical analysis of the promotional strategies of Dawson Falls Mountain Lodge As Trusov et al. (2012) stated that, small independent hotels like Dawson Falls Mountain Lodge do not have the adequate corporate guidance and resources like big hotel chains. Hence, the resort has developed its own marketing strategy depending on the style and quality of hotel and the target customers. The Dawson Falls Lodge has been using its social networking sites effectively and has been trying to attract customers largely. However, there are certain factors that can be considered as the once that are creating hindrance in their marketing activities. This part of the report claims at conducting a critical analysis of the use of the website can be done here. Using mass-market promotion Primarily, it can be said that the Hotel did not focus on targeting a particular group of people but the marketing strategies are done keeping all the consumers available at the website. It has been found that most of the tourists in New Zealand who come to visit Mt. Taranaki are familiar with Dawson Falls Mountain Lodge (Lwin Phau, 2013). The resort has developed a website to support the marketing campaign in the global market. It has developed contract with both individuals and large business chains to rent their hotel rooms on discount. Huge amount of popularity, unique facilities and attractive packages have make it the first choice of tourists who come to visit Mt. Taranaki. Dawson Falls Mountain Lodge uses specialized agencies as selling tools The resort uses different travel agencies as a new trend of selling tools. These selling agencies help the resort to find out new and effective methods to compete with popular resorts in New Zealand. Presently the resort has started to focus on niche marketing (Lwin et al., 2014). For instance, some of these agencies help the resort to develop special packages and discounts for customers. Some agencies often help the resort to develop unique marketing message for tourists, in a way that mass market sellers will not be able to do. Provide discounts to special customers As Sigala et al. (2012) mentioned that, irrespective of the nature of the business, discounts have the same effectiveness. Dawson Falls Mountain Lodge has promised all the potential customers (gold level and platinum level) to provide 10% of for all the luxuries in comparison with new customers. Extra 5% discount is provided by the resort for frequent visiting. In the point of view of Mullins (2012), providing discounts for frequent visit can increase customer loyalty for an organization. In addition, to this discount program, Dawson Falls Mountain Lodge works with New Zealand Government to register its name in the local tourist guide map of Mt. Tranaki. The resort provides 5% discount in the pricing to those customers who book their room using the contact number provided in the local tourist map. Development of partnership activities Mohammed and Rashid (2012) mentioned that, It has been found that promotional strategies that incorporate the needs of more than one business are often cheaper to put together than solo marketing efforts, and appeal to a broader audience. Your hotel brand should collaborate with other businesses and participate in cross-promotional campaigns, including collaborating with rental car agencies, local restaurants, airlines, and credit card providers. This helps build a professional reputation with customers and drives familiarity, trust, and likeability. In addition, get permission from your corporate clients to use their logo on your marketing materials to help validate your property in the eyes of new prospective corporate accounts.The resort can develop partnership working with local skiing companies. All the tourists who come to visit the Mt. Taranaki can enjoy skiing form that local agency. Okazaki and Taylor (2013) mentioned that, partnership working could cut down the promotional cost for both the companies without hampering the effectiveness of the promotional strategy. Effective development of value added promotions Rohrs (2013) stated that, both clients and sellers appreciate value added promotions given by an organization. This promotional strategy is also applied by the resort. Dawson Falls Mountain Lodge offers various rewards and facilities to the tourists on the basis of number of rooms and nights they book to stay at the resort. They are such as reward points on arrival, gift shop discounts, complimentary breakfast, room upgrade, free local phone. For Gold level and Platinum level customers, there are various other facilities and offers are provided by the resort. They are such as Platinum arrival gift, free car parking, complimentary breakfast and dinner, champagne for special for special occasions and herbal spa treatment. These approaches made by different companies have been successful and this can be equally fruitful for this company as well. Implementation of effective social media marketing It has been found that social media marketing has become an important part of marketing in hospital industry (Wang et al., 2012). It has been found that customers do ample research work on a hotel before booking a room form a resort (Manyika et al., 2013). Hence, Dawson Falls Mountain Lodgehas developed appropriate social media marketing strategy in order to attract the targeted segment of customers. All the social media marketing approaches taken by the resort are mentioned below in the table. Development of YouTube video The marketing team has developed videos that describe the scenic beauty of Mt. Taranaki. They also help the customers to understand all the facilities available in the resort along with delicious foods that are offered by it. Facebook campaign According to Line and Runyan (2012), Facebook is a place for people to share with their connections all about their vacation pre and post-trip. For this reason Dawson Falls Mountain Lodge has developed its own face book account. Here, all the customers can share their thoughts and memories related with the resort. They also can provide their suggestions so that Dawson Falls Mountain Lodge can improve its business performance. Attractive stats and offers provided by the resort are updated time to time in the Facebook page. They have selected a unique cover photo in in order to describe the scenic beauty of the place. Marketing on Instagram As Kwong et al. (2012) stated that, hash tags are the essential constituents of Instagram marketing. It can send a message effectively by only using one word and picture. As the resort is developed beside the Mt. Taranaki, it implements niche hash tags to grab attention of a particular set of customers. A photo contest has been arranged as a part of their marketing activities. Here, the tourists have to share their photos to indicate how much they enjoyed their days at the Dawson Falls Mountain Lodge. Promotional activities on twitter As Khanna and Palepu (2013) stated that. In Twitter marketing, a company has to send a message across in 140 words or less. The manager of the Dawson Falls Mountain Lodge motioned about twitter marketing that, Twitter makes it easy for guests to share their experiences with friends to generate referrals. It also provides a gateway to expose guests to what your hotel or resort has to offer. Dawson Falls Mountain Lodge provides different types of offers and packages in Twitter page to attract guests. For example, We are having a Mid-Summer Sale: Buy 3 nights get the 4th free and All guests who stay now through July 30 get 3 for 2 passes to the Mt. Taranaki. Sending SMS to potential customers The management of the resort sends short message service (SMS) text to all the potential customers. It helps them to stay updated about the latest offers and packages given by the resort. Sending SMSs help to directly reach the targeted group of people and the marketing approach can be better than other means of marketing. Conclusion: After analyzing the different situation of the boutique hotel, it can be said that the Hotel is a successful one and has been providing service to their customer. The Hotel located at the Hills of the New Zealand is a very attractive spot for the visitors. The surrounding is peaceful. It is for the sole reason of its location and its approach to attract tourists, that the hotel has been a prosperous one. A detailed analysis of the various factors that affect the marketing and the business of the Hotel has been taken into consideration and this has helped to reach a particular conclusion about the marketing strategies that the Hotel has undertaken. It is based on these understanding that certain recommendations can be claimed. The Hotel has focused largely on social media advertising rather than other forms of advertisements. It can be said that that there is an increasing impact of social media because there are a number of platforms that are helping in the process of marketing. Usin g the media sites like Facebook, Twitter, YouTube and other, reaching the targeted consumers has become an important part of the business. It has been found that the political and the environmental situation where the hotel is located are favorable for tourists attraction. It has to be understood that there are lot of recreational opportunities for the Hotel to undertake. These activities include expedition around the regions. The social media marketing that the Hotel does is mainly to target the consumers who are between the ages of 20 and 45 years or above. It has been found that the main targeted consumers are the ones in this age group only. However, it can be said that the approach of their target is very limited and that needs to be expanded. In order to make their marketing a greater one, certain approaches has to be undertaken by the Hotel. For this purpose, certain recommendations can be made easily. Recommendations There is no such provision that the marketing of a particular company or organization has to be limited to certain channel of communication, but it is expected that a company shall undertake such approaches that might target the specific group of people and the marketing becomes successful for the Company. In case of this particular boutique hotel, it has to be understood that there are huge scope for the Hotel to carry on their marketing strategy. Depending on the above analysis, some creative recommendations are provided to the Dawson Falls Mountain Lodge, so that they can improve their business performance. They are described below: Development of unconventional pricing It has been found that in any business doing things in unconventional way can create buzz. It also helps to create new customers for an organization. For this reason, the lodge needs to develop unconventional pricing structure to develop renewed interest about the resort in the mind of tourists. The management of the resort has to cut down the price of the rooms in order to attract middle income level customers. In addition, the management has to change the food menu frequently so that customers get surprises. Reimbursement This idea is coming from Loews Hotels. The resort can offer reimbursement for the fees that the tourists pay airlines to check their bags. However, Dawson Falls Mountain Lodge does not need to offer this service to all types of customers, for all luggages or even all year through. The resort can set a limit on the number of bags and the timing of the offer. The resort can use this strategy to attract customers during off season. Sending SMS messages to customers A personal approach from the side of the Hotel or an organization is important because it creates a direct impact among the receiver of the messaged. Therefore, if the message is send to them directly, it has to create direct impact on the customer. It has been found that implementation of social media marketing to attract customers has become a recent trend of hospitality industry. It has been analyzed that location-based marketing is one of the most recent strategies that a resort can use to connect with the customers. The resort can use short message service (SMS) to develop positive relationship with the visitors. The resort will only send text to potential customers (Gold level and platinum level) in order to update them about the new services and offers for hotel rooms. . Use Blogging As Kang et al. (2012) stated that, consumers shop much differently than they did in the past, gathering information from the Internet before ever making a purchase. The same applies to hotel stays. By starting a hospitality or travel blog, you increase the quality content on your website, which drives your online presence and improves your search rank. If your hotel ends up on the first page of search results, people are more apt to make a reservation. But stick with articles that are informative, as opposed to promotional. Provide better opportunity to the important customers From various statistical analyses it has been fund that 20% of the visitors of a hotel are account for 80% of their revenues (Kabani, 2013). As the resort has many large corporate customers, the management of the resort needs to focus on providing direct attention in the marketing campaign for important customers. The importance of the Gold and the Platinum customers shall never be forgotten because it is with the help of this group of people that the Hotel makes greater profit in its business. Therefore, it is quite obvious that these people should be taken care of and better marketing has to be done for this group of people. End note: By the end of the report it can be said that a detail analysis has been carried out that has narrated the recent position of the hotel in respect to its marketing strategies. It has to be understood that marketing and promotion creates great impact in the business. In fact, it is only by the means of proper marketing, a company can attract the right customers and the business of the Hotel actually prospers. It has to be understood that using the social media as the sole tool of marketing cannot be the correct option for any organization. Direct approach and other types of marketing like road show or event can help to attract customers as well. However, in case of a boutique hotel another important factor is the importance of the quality of service that the hotel provides to its customers. The Dawson Falls Boutique hotel never compromise on their service and qualities and always try to fulfill the requirement of the clients. This is one of the reasons that the Hotel has been successfu l in its business. However, they should never lag behind regarding their marketing activities that shall bring greater prosperity to the Hotel. The above discussed issues can be easily resolved if better approaches are taken to overcome the situations that the Hotel is currently facing. Reference list: Armstrong, G., Kotler, P., Harker, M., Brennan, R. (2012).Marketing: an introduction. 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