According to Philip Kotler, service marketing requires both external marketing and internal as well as interactive marketing.

The three types of marketing in service industries are shown in the following figure. The right side of the triangle shows the external marketing (setting promises). It is the normal activity of the firm to develop price, promote and distribute the service offering to the customers. Any thing that is communicated to the customer before service delivery is seen as a part of external marketing.

The left side of the triangle shows the internal marketing (enabling the promise). The internal marketing activities of the firm are to train and motivate its employees to work as a team in order to deliver the service. It emphasis on the critical role that enables the employees to keep the promises made to the customer.

The bottom part of the triangle describes the employees skill in handling customer contact. It is the real time marketing of moments of truth where the employees directly interact with the customer in order to fulfill the promise.

Types of Marketing in Service Firms All the three sides mentioned in the triangle are critical to successful services marketing. The service triangle also has a number of fundamental strategic implications:

1. 2. 3. 4. 5.

The key factor is customer focus and, not functions. Customer satisfaction should be the function of the entire organisation. The internal environment is reflected in the external culture. It is directly linked to how the staff serves the customer. One who delivers the service must not only have the skill and knowledge but also the authority to serve the customer to his satisfaction. The organizational values, in relation to the service culture need to be simple, clear and shared by all During interaction the customers infer the quality. Therefore, it becomes necessary to develop good delivery associated activities.

MICE = Meetings, Acronym MICE, if expanded, give a general idea about the term:

Incentives,

Conferences,

and

Exhibitions.

M = Meetings (To manage all arrangements; which is required in normal general Meetings) I = Incentive (To organize incentive tour for your corporate) C = Conferences (To organize meetings of wide level called conference and manage all arrangements for larger groups) E= Exhibitions (To organize exhibitions at global level on various exhibition grounds)

Sometimes, C and E are referred to as conventions and events respectively. In corporate world, meetings, conferences and exhibitions are organized at exotic tourist destination to encourage the employees and perk up their efficiency. Realizing the benefits to business with MICE, this trend has gained popularity in the industry.

MICE in tourism industry generally includes a well-organized program centered on a particula r theme. These themes may include a profession, a hobby, or an educational matter. With its own trade shows (IMEX) and practices, such tourism has a specialized area. MICE events follow a process of marketing and bidding. Usually bid on by expertise convention department set in particular nations, this procedure is often performed several months or even years ahead of the actual event. Famous MICE Destination Using off-site workdays to motivate staff and improve their productivity is gaining popularity in the corporate world. Companies are also realizing the benefits to their business when regional dealer conferences, incentive trips and focused business meetings are organized in exotic locations which include sightseeing, recreation and shopping. MICE is used to refer to a particular type of tourism in which large groups, usually planned well in advance, are brought together for some particular purpose .

a term that has gained momentum worldwide in recent times has an equal share of popularity in India as well. Let us explore what is MICE tourism.