Most investors profit when a stock, index, or commodity goes up. But the market never goes straight up or down, but worms up and down on its trend in one direction or the other.

Many investment dollars are left on the table when the market pulls back, or, worse, changes direction in trend altogether against your invested expectation.

It is possible to limit your exposure to the direction you expect, or better yet, to profit from the inevitable up and down swings, and climax your returns.

The Dow lost -25% in the last ten years. The S&P 500 and the Nasdaq-100 were both down -41%. You would have done better to short them (investing in their expected decline); but your gain would have not been worth the wait.

It was perfectly possible to safely and reliably trade these indexes on average 2 times a month and make as much as 1,205% in the same period from the Nasdaq-100 alone. Through trading when the market is trending up, and shorting when the market is trending down, these profits are provably obtainable, and I do that – prove it – with the application of my thoroughly researched swing trading algorithm THE MARKETCODE. Ten years of historical price data from the Dow, the S&P 500, the Nasdaq-100, GE, Microsoft, Boeing, and much more, including commodities like currencies all generate tremendous profits in all market conditions.

Trading rules generating specific buy prices, sell prices, and stop loss prices, are required to succeed in swing trading. Once trading rules are researched and established they can be tested against the historical prices of any market instrument. And the trading rules will either prove itself profitable or a disaster to be modified until proven a success, and hopefully a big one.

No trading system is complete without a stop loss – that is, a price at which a trade is (1) either exited at a loss because the market is going against your expectation, or (2) exited at a profit because the market trend has reversed and profits need to be protected. No system generates winning trades without exception; and you can ride loosing trades to ruin without a stop loss.

Use or develop trading rules that work on your market; and follow them religiously. I’m partial to THE MARKET CODE (www.themarketcode.blogspot.com) because of back tested proof of success, the results are stunning on every time line, and the cost is a mere $ 67, where other unproven swing trade systems are sold for thousands.

Make sure trading rules generate precise buy, sell, and stop loss prices. Ten years of back testing allows for virtually all of an instrument’s price fluctuations, and assures success if you have mastered a set of successful trading rules, or a trading algorithm, that profits throughout the 10 years. And then profit in up, down, and sideways markets turning stocks, indexes and commodities into large gainers no matter which direction the traded instrument wanders.

The benefit of having a direct marketing campaign is that the target audience is reached in the most cost-effective manner. Direct marketing uses nontraditional methods of advertising the products, which means no television advertisements, no print media and no billboards. It instead relies on flyers, street campaigns, promotional letters and direct sales force.

Direct marketing also induces the best responses from consumers directly. There is no need for any other medium to be involved, and all feedback from the consumers can be gathered, filtered and researched by the company for best use.

Direct marketing, as the phrase implies, is the best way to reach prospective consumers directly. Without the help of any other media, this method of advertising proves very cost effective for the company. Instead of spending huge sums of money on advertising campaigns on television and in print, the same can be used on promotional campaigns and direct marketing campaigns to reach more people and provide for better products directly available to customers.

Direct marketing campaigns can help communicate a message that the company wants without any complicated elements.

Since the message is directly communicated, it has a definite impact and is easily understood by the target audience.

It is straight and to the point, offering the product in an easy to buy environment and gives all related information without any delay.

Direct marketing campaigns are easier and uncomplicated methods to reach out to a larger audience. The results can be easily measured and do not require a lot of effort. Since it induces a direct response, the success of the campaign can be measured in definite numbers.

For example, if 100 flyers generate 25 responses, it implies that the success ratio is 25%, which is very easily understood. Such data makes it easily to forecast and aids in decision making.

Direct marketing also provides various cost-effective medium to reach the target audience. Direct mail, telemarketing, email marketing, as well as providing coupons, links to websites, flyers, and door-to-door selling are all direct selling mediums. These options all call for minimum expenditure and in turn provide an opportunity for maximizing sales.

Direct marketing works well where certain demographics are favorable for this form of advertising. When customers are extremely cost-conscious, products are not easily available or geographic conditions limit the availability of products in the market. These situations provide an opportunity to reach out and sell the product in a way no other advertising campaign can do.

Direct marketing also helps small and medium businesses, as they have limited resources to spend on advertising and promotional activity. Having a dedicated sales force that goes door to door enables better product reach and reduced costs.

Direct marketing helps induced buying of a product. Sometimes the need may not be present, but may be induced by the direct marketing campaign or by the sales force. It may also result in repeat purchases and higher turnover for the company.

Such advertising campaigns are not new to the world and are here to stay. However, to be effective, direct marketing campaigns have to be careful with the kind of target audience it wants to reach, the image of the company such campaigns depicts, and the impact it may have on the brand and the product line.

Due to the increasing competition in the hospitality industry, novotel is bound to establishing the most efficient and effective marketing strategies. In modern days, business entities in the hospitality industry are adopting modern marketing strategies; whereby the Novotel hotel should not be exempted. Following extensive research and market analysis carried on the performance of the novotel it has been evident that novotel is facing stiff competition from Hyatt Regency Birmingham, City Inn Birmingham, and Jurys Inn Birmingham. This stiff competition has led to poor performance over the years. Unfortunately, it’s evident that novotel adopts old management and strategies for marketing. This aspect has led to its undesirable competitiveness in the market. From these facts, it’s not only beneficial but also mandatory for the Novotel to formulate and implement the best strategies for future marketing.

This paper will discuss the aims and objectives of Novotel hotel future marketing direction (Allen, 2009).

Despite the many strengths of novotel, an internal and external business audit of the present market environment has revealed significant challenges which inhibit its success in the market. It has been noted that the pricing strategy of the company is not pleasing; whereby the prices are a little bit high. On another perspective, the marketing strategies adopted by the company are outdated thus leading to inefficiencies. Worse still, it has been evident that, novotel lacks diversity in its marketing as well as in availability of clear marketing position. Additionally, the novotel marketing team is highly undercapitalized thus leading to many shortcomings(Bowie, 2004).

Some of the key marketing strategies which can be adopted by the novotel include the Business to consumer marketing and the business to business marketing.

In the case of business to consumer marketing, the hotel will be focused in building better relationship with its consumers as well as boosting the image of the services being offered. On the other hand, business to business marketing establishes good relationship with other businesses; thus placing itself in better position to increase sales(Cateora, Et al., 2008).

With the current effects of globalization and market liberation, there is every need for novotel to revise its marketing strategy so as to encroach new markets and more so the international market. The strategic marketing direction will as mean new clients for its services as well as retaining its present clients. The primary aim of the novotel future strategic marketing is to increase their clients, widen its investment, as well as expanding its markets. These aims are highlighted as follows; (Dibb, 1996).

Firstly, the novotel hotel is aimed at increasing its sales and establish new markets. In this case, by adopting new strategies in marketing the novotel will be able to expand its operations even to many other foreign countries. This concept can be realized through the internet advertisement as well as use of the media. The future strategic marketing direction adopted by the novotel is also a strategy for growth. This is so because, by marketing in the international market, the novotel will to expand its operations in other countries(Harrison, 2010).

Another aim for the future strategic marketing direction is also aimed at positioning the company’s image among its clients. In this case, the company’s image will be boosted in the eyes of the clients thus establishing a sustainable market.

The future strategic marketing direction is also aimed at adventuring new ventures as well as an entrepreneurship strategy. The present stiff competition does not allow the novotel to focus on one field of market rather look for new venture. In relation with this phenomenon, the company will be able to look for new services and products thus strengthening its stability (Dibb, 1996).

The hotel is aimed at positioning itself to counter its opponents. By adopting efficient marketing strategies the company will be able to counter the competition its opponents in terms of sales and profit. This aspect is developed from market research and competitor analysis; whereby the novotel was able to know the weakness, strengths and strategies of its opponents. With this information, the novotel will be able to adopt the most efficient and most effective strategies. For instances, aspects of pricing, branding and market positioning will be taken care of (Allen, 2009).

To maximize the values of its transactions and gain consumer trust. In this regard, the future marketing direction is aimed at increasing value and benefit to the company from its operations. On another perspective, the company is also aimed at building loyalty and trust among the customers. On the other hand, a market strategy involving novotel and other business is aimed at nourishing its relationship with those businesses thus benefiting form increased sales and widened target market (Allen, 2009).

From the above highlighted factors, it’s clearly evident that the main motives or aims of the future marketing direction are aimed at widening the market of the novotel. By adopting the new marketing direction, the company will be assured of improving its relationship with the clients. This will facilitate loyalty and trust among the two company and its clients. In the hospitality industry, the competition for market share has been very stiff; whereby expertise and professionalism is vital in executing any strategy. From another perspective, the company will also be able to enjoy a sustainable market in future (Kaul, 2010).