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Direct mail as a marketing tool to advertise Moy Fa Restaurant

This dissertation reviewing the direct mail as a marketing tool to advertise Moy Fa
Restaurant is made as the final part of one year traineeship in the Netherlands and
four and a half years study in Hotel Management to achieve Bachelor Degree from
Petra Christian University of Surabaya, Indonesia and as well as Christelijke
Hogeschool Noord-Nederland, Leeuwarden.
In order to make this dissertation, some researches have been observed. This
research is divided into four parts. The first part is reviewing literature concerning
about marketing in general. From the observation, the writer can define the essence
of marketing in general as the management process of planning and executing the
various activities that are involved in identifying and selling goods, services, or
ideas. All the activity will lead to an exchange between a seller and a buyer. The
important things are anticipating and satisfying customer requirement profitability.
Further research lead the writer to learn more about basic marketing communication
in service industry.
The second part reviewing marketing communication which is also important,
because marketing communication provide information, create demand,
communicate value and product uniqueness, close the sale, and build loyal
customer relationship. Marketing communication provide everything which is
needed in the marketing process to achieve the goals.
The third part is focusing in direct marketing and advertising as part of the
marketing communication, and also try to connect it with customer satisfaction,
which is important in the hospitality industry. Direct Marketing is simply a form of
marketing in which products of services are moved from producer to consumer
without the use of any middleman. By understanding advertising and customer
satisfaction, the writer trying to figure out why it is better to choose direct mail
rather than other marketing tools.
These three important parts formed the literature study of this dissertation and
become a basis for the fieldwork and further research for these few months. The
field work or case study will observe about the effectiveness of direct rnail in Moy
Fa Restaurant to show hospitality service to any people who have interest to come,
especially returned guests, to feel welcome at anytime. The awareness of Moy Fa
Restaurant toward customer satisfaction in connection with direct mail marketing
will also be observed.