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Essay Topic: Marketing strategies, Product service,
Paper type: Marketing,
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SUITE In this dissertation the author would like to share briefly as to what is advertising. What are the four P’s of marketing i. e.
the marketing blend? Also go over the need for promoting in general along with the food sector. From this essay the author would put emphasis mostly after the promoting approaches used in the hospitality industry. Likewise the essay discusses in depth the marketing plans adopted by Marriott International globally as well as the marketing strategies followed by the J. W. Marriott Mumbai.
The essay opinions these strategies and the writer offers his insight upon these and what other approaches may be used to further enhance the hotels performance. Chapter 1: Introduction There are numerous ways to establish what is promoting the better of these definitions are all consumer oriented and therefore are based on client satisfaction. Marketing is definitely the social process by which people and groups obtain the actual need and want through creating and exchanging products and value with others. , Philip Kotler
What the publisher is trying to express is that promoting is the discussion of the seller with his purchaser to make the buyer/consumer purchase the product or service the seller is attempting to sell. Anything an entrepreneur does to sell his product or service to his potential customer can be referred to as marketing or maybe a part of that. Often people confuse the term ‘marketing’ to imply the same as ‘advertisement or publicity’ thought to some extent this may be authentic but in truth advertisement and publicity will be small element of marketing.
Marketing today is not merely advertising types product or service is it doesn’t process of building ones company. Marketing is actually ones strategy for allocating their particular resources such as time and money to be able to achieve ones objectives although no web marketing strategy shall meet your needs as long as a single identifies their particular potential customers and targets all of them. The individuals who need your product or service shall purchase them any way but what marketing truly does is it makes these potential clients aware of the items or companies that you are featuring.
Hence advertising is vital for almost any and every organization as it is the real key element in enhancing sales and therefore increasing profitability. Often it might happen in order that you are offering a much better product or perhaps services nevertheless due to deficiency of appropriate online strategy your competition may possibly steel apart your potential customer. Thus this kind of brings us to why is advertising so important for each and every organization. Marketing is a significant topic protecting a range of aspects including public relations, marketing, sales, and promotions.
Many years back the regular belief in organizations is that the employees in the marketing split were sketching large incomes for not any work that they did, companies believed that marketing was a process that was simple and could be done by anyone. This kind of thought process may possibly still be noticed in some companies but today many organizations recognize the importance of promoting. In today’s competitive market were every organization offers an excellent product, assistance or a mix of both it is only the marketing strategy the organization retreats into that gives this the edge over their competition.
In the given market circumstance where consumers are educated and well aware one can possibly not anticipate to sell an inferior product with their consumers they could succeed to start with but that is where the firm shall start off loosing their brand benefit and will not be able to retain their customers therefore in the long run it shall still be a loss. But choosing an contrary situation where establishment is offering a superior product or service at a competitive rate but staff little or no sales strategies shall have got even decrease sale and therefore lower profitability.
So to do well a mix of top quality and its promotion is necessary in order that the establishment’s potential consumers are aware of what the corporation has to offer. With apt sales strategies an organization may build a mike name intended for itself thus people shall recognise the name if he or she see it. In such a case it may generally happen which a newer organization say ‘X’ offering the same product for less money may not be able to steel the initial establishments consumers as they can recognise the rand name and had been perceive that the product or service offered here is superior to a brand including ‘X’ they have never been aware of.
Such is the importance of advertising it does not just help decide on product to its customers it helps retain those customers. Advertising helps the firm in understanding what consumers expect through the organization, with this know-how it helps satisfy any other needs the customers might have from the organization which is beneficial to the business on a large number of levels. Mini and Macro Marketing Largely speaking, tiny marketing is usually concept that deals with intro or familiarization of provided product to its the most appropriate segment which can be its selection of potential consumers.
In Mini marketing, the aim is to art or build the most useful way to persuade people or a population group to give a higher consideration to your designated item over the potential competitors. Tiny marketing’s final goal of sales is definitely which may be achieved by following a series of actions that are determining the customer and product associations, implementation, segmentation and by calculating of effects. Other than this kind of, there are many other ways and different ways to market to ones consumer which include branding, word of mouth, placement of product, and many other such methods.
With the current technological growth greater possibilities have been made available with the help of pcs, the internet, simply by sending emails, text messaging, pod casting, fun advertising and P2P sites. These fresh methods have nearly substituted all the aged approaches just like print advertising. Take for example, today news paperwork and journals are elevating relying on website marketing over the traditional methodology.
By this we can say that both concepts will be inter-dependent. The interaction among macro and micro advertising is what establishes the outcome of marketing efforts. Part 2: Content material In this record the author would want to about the value of marketing in the hospitality market. Marketing is necessary in the hospitality industry pertaining to both earnings and the well being of the industry. Marketing can be useful for improving area occupancy and number of addresses as generally it brings in more buyers.
Other than this how that affects the welfare with the organization is by giving the organization the knowledge they need to bring all their product and services approximately their customers requirements this helps in customer satisfaction therefore ensuring everyone return stay or visit for a meal apart from this it helps in company building intended for the organization while the best marketing is one that spreads simply by word of mouth and it is only a deeply satisfied guest which goes out and praises the hotel he/she stayed for.
Marketing is not merely a set of expertise or techniques that may be accustomed to enhance fulfillment for many agencies it may stand for the very way of doing business. Advertising is not just beyond the hotel employees need to marketplace what they have to offer to the friends that are staying with them as well. What the resort has to offer has to be made aware to the friends staying at the hotel this is not only to aid in increasing revenues just about all assist in improving guest satisfaction.
To plan an advertising strategy many decisions should be taken 1st some of which are, firstly the top of the advertising department need to sit together with the other HOD’s including the business heads and get an understanding of what are the objectives they decide to obtain coming from it aside from this piecing together the objectives of marketing generally speaking budget designated to the same must also be decided. Before planning a online strategy the advertising employees must know their property very well, they must have complete knowledge of the prime leads the property can give and their rivals.
To start with they have to set up practical objectives that may be achieved conveniently and then commence formulating all their marketing strategy. A marketing technique must be disciplined where in all the decisions that lead to production happen to be in a series with a audio strategic program. The advertising plan must be achievement focused but as well it must be adaptable so it is suitable to all the departments with the hotel and really should be adaptable if required to increase effectiveness. To achieve an advertising plan that can fulfil these kinds of requirements you can use the 4 factors in the ‘marketing mix’. Marketing Mix’ is one of the the majority of popular terms in marketing it is also known as the four P’s of marketing as it is based on 4 main elements that are item, place, value and advertising. The 4 P’s will be parameter a manager can use to control the marketing environment so as to get hold of positive results from your target market. Neil Borden in 1953, in the American Promoting Association president address, required the idea of , James Culliton’ (1948) one particular step additional and the term “marketing-mix” was coined. And a visible marketer by name At the.
Jerome McCarthy, proposed a four P’s classification in 1960, containing seen extensive use from the time. The author wish to elaborate exactly what these 4 P’s and the importance in establishing a competent marketing plan. ¢Product ” an object or perhaps service that is certainly produced in large weighing scales with set volumes taking in to consideration a market analyze that helps make a decision this amount of production. ¢Place ” signifies the place the object or services may be purchased. Regarding an object this may also refer to the modes of distribution from the object for the target market.
Actually for certain providers this may apply such as outdoor catering but in the case of the hotel industry this may often not end up being possible so that it applies even more only to the positioning only. Even though the channels by which it may be advertised may stay the same. ¢Price ” would represent the price a customer must pay to get the object or use the service. The price is decided different factors including the costs involved, the competitor’s price yet most importantly what is the recognized value intended for the product or service for your target market. Promo ” is simply the communication a marketer would value to promote his or her product or service on the market this may be of any form such as marketing word of mouth or through pr. Advertising is usually any kind of interaction that has to be paid for such as on the television set or the the airwaves, etc . while public relation is where the firm does not pay immediately it is in the form of endorsements, support deals, trade fairs and exhibitions. Mainly defined, optimizing the marketing mix is key duty of marketing.
Offering a product or service or service with the ideal mixture of the four P’s marketers can enhance their benefits and advertising effectiveness. Making a small enhancements made on the promoting mix is regarded as a tactical change and a large difference in the four P’s is known as strategic. The author would talk about the marketing strategies adopted by J. W. Marriott Mumbai also a short about the Marriott Foreign in India and worldwide. In order to do this the author would first discuss Marriott Worldwide first and so we have a thought as to why these kinds of marketing strategies might have been adopted.
Marriott International, Inc. is a global operative and franchisor of a broad variety of hotels and associated lodging facilities. The world renowned “Spirit to Serve” company lifestyle, customer focus and employee-centred practices have led to the company being named the most adored in its industry (Fortune Magazine). Marriott International’s legacy may be traced returning to founder L. Willard Marriott’s experiences as a Mormon missionary who afterwards started functioning a root beer stand. He fantastic wife, Alice, opened the stand in Buenos aires, D. C., in 1927.
From there to now where Key Connection Marriott in Arlington, Va that is Marriott International’s greatest operating hotel, and will enjoy its 50th anniversary last season. This goes to demonstrate that Marriott has come a considerable ways. Their kid and current Chairman and Chief Executive Officer, T. W. (Bill) Marriott, Jr. has led the corporation to spectacular worldwide progress. Today, Marriott International features over a few, 200 hotels and hotels properties situated in the United States in addition to 66 various other countries and territories. 1927: J. Willard Marriott got married to Alice Sheets in Salt Lake City, Ut, and relocated to Washington DC with his new bride.
That spring, J. Willard and Alice opened up a nine-stool Root Beer stand, that they can later call “The Warm Shoppe. inches Winter 1927/1928: Hot Mexican food items happen to be added to the menu on the “The Popular Shoppe 1929: The Hot Shoppe Inc., officially incorporated, invents curb support. 1934: Hot Shoppe expands to Baltimore, Maryland. 1937: They commenced airline providing begins for Hoover. This kind of division was named “In-Flite Catering” and served to the Capital, Far eastern, and American Airlines. 1939: Marriott got their very first food-service managing contract with all the U. T. Treasury.
During World War II, The Hot Shoppe’s feed thousands of employees who relocated to the nation’s capital to improve the protection industry. 1945: The 1st Popular Shoppe’s cafeteria was established for McLean Gardens, Washington POWER. Hot Shoppe’s also got their initial government feeding contract. In-Flite got all their first international airport food-service contract at Miami International Airport. 1953: Marriott stock became community at $10,50. 25/share and sold out in two hours. 1955: Marriott Food Assistance got their very own first institutional and college feeding legal agreements at Little one’s Hospital and American School.
Marriott’s Highway Division exposed several Popular Shoppe’s around the New Jersey turnpike. 1957: Marriott opened all their 1st resort, a 365-room property by the name ‘Twin Bridges Motor Hotel’ in Arlington, Virginia. 1964: T. W. Marriott, Jr., was named Leader. 1965: Marriott Foundation was established. 1967: Business name is changed from Hot Shoppe’s Inc., to Marriott Corporation. The company opened up their Fairfield Farm Kitchens, a foodstuff production and purchasing facility in Beaver Height, Maryland. In-Flite opened a facility in Venezuela, Marriott acquires Camelback Inn, its first hotel property, and bought over Bob’s Big Boy Restaurants. 969: Marriott’s 1st worldwide hotel unwraps in Acapulco, Mexico. 72: J. Watts. Marriott, Jr., was known as CEO. 1973: The Company obtained their initially hotel-management agreements. 1975: Marriott opened their particular 1st European hotel in Amsterdam, Netherlands. 1976: The business opened two theme leisure areas, both known as “Great America, ” that have been located in Santa Clara, Washington dc, and Gurnee, Illinois correspondingly. 1977: The corporation celebrated their very own 50th wedding anniversary and the sales toped $1 billion. 1979: A brand new corporate headquarter was built-in Bethesda, Maryland. 1981: Exposed their one hundredth hotel in Hawaii. 982: The Company acquired Host Intercontinental, Inc. 1982: Marriott attained Gino’s and converted this to Roy Rogers. 1983: 1st Courtyard hotel was inaugurated. 1984: Marriott came into the getaway, time-share and senior-living market segments. 1985: T. Willard Marriott, Sr., passed away. Marriott Distribution Centre opened in Savage, Maryland. 1987: Marriott obtained Residence Inn Company and entered the lower-moderate lodging segment with Fairfield Resort. 1989: 500th hotel was inaugurated in Warsaw, Especially Bridges. Marriott also started out a Foundation for People with Afflictions. 990: Path ways to Self-reliance: which was Marriott’s Welfare to Work Software was established. 93: The Company split up into two Marriott International and Host Marriott Corporation. 1995: Marriott attained the Ritz-Carlton Hotel Company, LLC. 1997: Marriott acquired the Renaissance Hotel Group and presents brands including TownePlace Suites, Marriott Business Residences and Fairfield Suites brands. 1998: Marriott opened their 1, 500th hotel. Sales come to $8 billion dollars. Sodexho Bijou acquired Marriott’s food-service and facilities-management businesses.
Marriott bought 98% with the Ritz-Carlton Motel Company, LLC. 1999: Marriott acquired the ExecuStay corporate housing company. 2000: The two, 000th Marriott property opened up in Tampa, Florida. 2002: Marriott famous their 75th anniversary. The business now got over a couple of, 300 hotels, 156 Older Living Providers Communities with over 200000 associates, and were detailed in 63 countries and territories with annual product sales of above $20 billion. 2002: Marriott announced someone buy of the Senior Living Services Residential areas and the Marriott Distribution Solutions. 002: Marriott opened its 500th extended-stay hotel, which usually comprised of an overall total of 4 hundred Residence Inns and 100 TownePlace Rooms. 2002: Fairfield Inn opened up their 500th hotel in Rogers, Arkansas. 2002: Marriott opened their particular 2, 500th hotel throughout the world, with the completing the 950-room JW Marriott Desert Shape Resort , Spa that was situated in Phoenix, Arizona. 2002: Marriott had improved its United states market share to 8% total. 2003: Marriott revenue totalled up to $9 billion in 2003 and in $476 million as low profits.
Marriott added over 31, 500 rooms and timeshare devices in the year the year 2003, bringing the global system to 2, 718 hotels and timeshare units which negated the incredible 490, 564 rooms that Marriott now had globally. 2003: Marriott completed the sale of their Elderly Living Support Communities plus the Marriott Syndication Services. 2003: Marriott Courtyard opened their 500th hotel in Minneapolis Downtown and SpringHill Bedrooms opened all their 100th motel in Dallas-Addison, Texas 2004: Ramada International opened their very own 200th lodge in Amsterdam.
Marriott earnings totalled to a sum of $10 billion dollars in 2005 and $594 million while net profit. 500, 000th room exposed in London, located at the Western world India Quay Marriott Resort in Canary Wharf district of Birmingham. 2004: Marriott Rewards made welcome their 20, 000, 000th member. Marriott Vacation Club International celebrated their twentieth anniversary. june 2006: Marriott released the sale of Ramada Worldwide hotels. Marriott and Whitbread completed the transaction, building a 50/50 joint venture to got hold of Whitbread’s portfolio of 46 franchised Marriott and Renaissance hotels of more than eight, 000 areas.
As element of the joint venture agreement, Marriott took over operating of the hotels, and the partnership intended to offer them to fresh owners be subject to long term Marriott management agreements. In 3 years ago, Marriott famous two significant milestones in Marriott’s record. The initial was the eightyth anniversary of your founding plus the second was 50th anniversary of their access into the hotel business. The 80 year old heritage of innovation and spirit to serve, Invoice Marriott created a blog in January that was referred to as Marriott moving around. On January 8th 2007 Marriott. omkring set a list by making more than fifty-five, 000 bookings in one time, posting a record 55, 109 reservations that generated over $17 , 000, 000 in low revenue. Starting from February, eating places in more than 2, three hundred Marriott resorts all through the U. S. and Canada not anymore used partially-hydrogenated oils which were a primary source of Tran’s body fat, this culmination of an eight-year effort. Marriott is honored with 2007 ENERGY LEGEND Sustained Brilliance Award by U. S. Environmental Protection Agency. The company is very well on its way in order to meet its target to reduce greenhouse gases by 6% every guest place by 2010.
The J. W. Marriott Mumbai may be the only resort of the brand ‘J. W. Marriott’ in India. The J. W. Marriott Mumbai is situated in a fashionable and up-market Juhu area. That overlooks the scenic marine environments of the Arabian Sea, T. W. Marriott Mumbai is a preferred killer spot of Bollywood celebrities and stars. This world class holiday resort style hotel is merely 20 minutes from your domestic plus the international airports and it is in close proximity to the majority of Mumbai’s significant business parks. The Resort is home to the only one of its kind health spa in Mumbai called ‘The Quan Spa’ and the elegant nightclub ‘Enigma’.
At the J. W. Marriott Mumbai they may have world class Food and Refreshment offerings, the Hotel houses some of India’s restaurants that specialise in German, Thai, Teppanyaki and American indian cuisines correspondingly. As Mumbai is the Financial Capital of India and so the hotel experienced plenty of business travellers although due to its site and the resort being superstar hotspot amusement travellers desired to stay in the Marriott over the other homes in Mumbai. The L. W. Marriott Mumbai is actually a 355 place property spread over five flooring surfaces. It has 9 meeting rooms and an overall total of over 16500 sq . t in meeting space. S. W. O. Capital t. Analysis in the J. T. Marriott Mumbai Strengths ” ¢Location (Place) ” Integrated Mumbai the financial capital on India in the superstar strewn locality of Juhu. It is found on the beach with a beautiful perspective of the Arabian Sea an extravagance business resort that offers actually its business travellers the feel of residing in a resort. ¢Ease of Access ” it is just 20 minutes away from both the household and the international airports and is carefully located to the business parks in the town. ¢Food and Beverage shops , the J. W.
Marriott Mumbai has three world class speciality restaurants Of india, Italian and oriental repas respectively in addition to this they have a allnight multi delicacies coffee shop, a cake shop, a formal pub at the main receiving area level and a nightclub. All together the hotel ensure that a guest sticking with the Marriott shall under no circumstances find the necessity to go away from hotel for just about any of their Meals and drink needs. ¢Brand , the J. Watts. Marriott is among the highest recognized brands underneath Marriot International there are simply 40 around the world and only the one in India so so that it is exclusive.
This can be a brand that may be looked up to globally hence for someone that has never visited Mumbai actually shall publication here looking at the brand only. ¢Service ” the Marriott around the world is renowned for their traditions ‘Sprit to Serve’. This goes to show that the service in the J. W. Marriott Mumbai was extraordinary and always made certain that consumers were more satisfied with their stay. ¢The hotel offers nine getting together with rooms, fast internet access in the rooms whilst in the all the general public areas in the hotel along with any other services a small business traveller might require made available in the push on the monitor. The T. W. Marriott houses a single of a kind ‘Quan Spa’ and other leisure facilities for instance a pool overlooking the sea along with a salt water pool yoga exercises sessions placed daily. Weaknesses ” ¢The J. Watts. Marriott Mumbai was constructed a a while back this came into operation a few years after it was completely furnished so even thought the hotel have been renovated several times it still require a main up succession in its decorations especially the bathrooms fixtures. Nevertheless its site is in a common area that may be strewn with celebrities it really is still located in the region hence the niche business cliental which has work in southern Mumbai ordinarily do not prefer to stay here. ¢As the Marriott has a mixture of both business and well leisure vacationers it can certainly not concentrate on either type of the cliental totally and often are unable to market the hotel properly. Opportunities ” ¢The L. W. Marriott Mumbai will increase client satisfaction considerably simply by refurbishing the rooms and bathrooms. Competitive pricing could help elevating the lodge business. ¢It is the just hotel of its standard in the location. Threats ” ¢There can be traffic congestion after the road right outside the Marriott during dash hour rendering it hard to get in or out of the hotel also. ¢The hotel has reliability threats as it is right on the beach. The author would now discuss the sales strategies adopted by the J. Watts. Marriott Mumbai.
Guest loyalty programs ” Marriott rewards programs is loyalty program, where when a guest consumes 1000 money and earns 10 points or perhaps 2 miles Guest following collection certain amount of points can redeem them with free of charge stay any kind of time of Marriott property. Besides the obvious in which this helps in enhancing customer satisfaction. This helps the company by simply getting loyalty from guests and it also helps to ensure that the customer stays only in Marriott properties globally. Guests be able to different level after spending particular nights plus the rewards maximize as the amount increase.
The various levels will be as follows base level this is the entry level above this is the silver level where the guest a 72 hours prior reservation the then simply there is the gold level in which the guest gets a 48 hr prior reservation two way copy lounge access and so on to platinum and platinum premium where the guests get concerns 24 hours prior all the other positive aspects along with P6 facilities. Along with this the guests get details for every order and discount rates at the meals and drink outlets as well as the day spa. Corporate rates ” exceptional rates wanted to corporate properties or corporations judging by the company they will pull in the future.
Deal rates ” special prices for guests taking the meals inclusive plan or even for a solitary meal. Group rate ” a special price for a group staying with the hotel because they bring in amount sales. Online marketing, advertising on-line for the hotel and what they have to give you. Regional offers ” unique regional gives that the lodge may present during the time of will need such as a slack period. By simply advertising around the hotel vehicles to increase consciousness in the target audience. By improving performance in the new employees and to improve their talent and motivating these people so they in turn will assist increase customer satisfaction.
They are the marketing strategies that are followed globally including the L. W. Marriott Mumbai. Part 3: Evaluate Although the T. W. Marriott Mumbai provides numerous marketing offers to its buyers as part of its marketing strategies yet there are still a lot of shortcomings at that the author want to elaborate on. First of all the L. W. Marriott targets equally leisure holidaymakers as well as organization travellers hence its marketing plans are mixed and do not entirely target possibly of the market segments.
Hence that they loose away customers in both these sectors the business tourists may prefer to stay on the business hotels in To the south Mumbai and the leisure may prefer to stay at the hotel hotels located at Off-road Island mainly because these hotels not only offer better holiday packages but are also more cost effective. Guest dedication programs today are very prevalent every motel chain provides their own dedication program hence there is absolutely nothing unique regarding these programs any more and they do not draw clients so marketers today admit running these types of loyalty programs is not cost effective anymore.
The writer would like to suggest as to what marketing strategies according to him the J. T. Marriott Mumbai must practice in order to perform better. In the first place at the Marriott they must devise separate deals for enjoyment travellers and for business tourists this way besides the resort have greater number of targeted clients although by aimed towards them separately the resort can recognize their needs separately and enhance customer satisfaction at this time considerably, that shall as well assist in improving visitor satisfaction significantly.
The resort must capitalise on their look at and advertise it on the basis of that. As each of the hotels shall offer the same services but the advantage they may have here at the Marriott is that they can offer the guest they may not receive anywhere else in Mumbai. The hotel also can promote the hotel as a celebrity link this may help increase the lodging as leisure travellers may like to know that they are staying at a hip location percentage but will considerably the number of covers and the spa and other such recreational activities utilization by the residents.
The resort is located close to the two domestic plus the international airports therefore providing an ideal stay pertaining to guest which can be on a small schedule and have no time to waste in travel. The marketers at the Marriott may devise an advertising strategy around this as well. The J. W. Marriott has some of the very best restaurants in the city additionally, it houses probably the most popular night clubs in the town so this are often used to attract amusement travellers. Phase 4: Summary In the document above the author stated the marketing methods that Marriott uses globally and in their Mumbai home.
The author in that case offered his insight in these techniques and offered a few other strategies that the lodge may adapt to in order to execute better. Although we must remember the fact that even though problematic or price ineffective a lot of marketing strategies this sort of guest loyalty programs will not be discontinued because firstly the guests that are currently using these programs will be deeply dissatisfied other this since the majority of hotel chains today are offering these courses the guests today expect to obtain such gives and may not choose to stick with the resort if this sort of are not set up.
So even though not having these programs might be profitably in the beginning but a worldwide brand like Marriott cannot afford to loose out on consumers on a permanent basis at such a little price. The actual author wish to conclude simply by saying and so is that little may be completed about the marketing strategies globally but an advertising division in each hotel must be present that shall have decision making authority so as to implement regional marketing strategies based on the 4 P’s in the marketing mixture or even out side them to ensure that the hotels performance is enhanced.
Bibliography Literature ¢Effective Advertising, Alan They would. Anderson and Thelma Dobson ¢The Superb Marketing Transformation, Stan Rapp and Tom Collins ¢Marketing-Led Strategic Transform, Nigel Piercy ¢Marketing Supervision (2005), Prentice Hall Kotler Philip, Keller Lane Webpages ¢www. blog page. marketo. com/blog/2007/01/why_you_need_ma. html ¢www. marriott. com ¢www. CitizenBase. org ¢www. marketing. about. com ¢www. themarketingmentor. com ¢www. marketmyproducts. com
