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Question 1 (a) Which segmentation variables are the Marriott
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Question 1

(a) Which segmentation variables are the Marriott using to segment their market? Ensure your answer is descriptive and informative. Justify. Why is market segmentation an important step in determining the target market(s)?

 

(b) What specific types of data should the Marriott have in its customer database for segmentation purposes?

 

Question 2

 

What target marketing strategy is the Marriott using? Provide evidence to support your answer.

 

Question 3

As the Marriott builds more green hotels should it reposition its hotel brands as being environmentally friendly? Why or why not? Justify your response.


Case Study: Marriott Hotels

 


 

Target Marketing

 

Process

 

Fig 8.1: Steps in the Target Marketing Process

 


 

Managing Consumer Markets

 


 

Refer: Managing

 

Consumer

 

Markets, (Rose),

 

Ch8, Fig 8.1, p228

 


 

2

 


 

Segmentation

 

Ways to Segment Consumer Markets

 

Demographics

 


 

Geographics

 


 

Behaviour

 


 

Psychographics

 


 

Managing Consumer Markets

 


 

3

 


 

Segmentation

 

Segment Profiles (Personas)

 

A description of the ?typical?

 

customer in the segment

 

Helps to understand the

 

consumer

 

Benefits sought

 

Demographics

 

Media habits

 


 

Buying behaviour

 


 

Managing Consumer Markets

 


 

4

 


 

Targeting

 

Choosing a Targeting Strategy

 


 

Differentiated

 

Marketing

 


 

Undifferentiated

 

Marketing

 


 

Concentrated

 

Marketing

 


 

Customised

 

Marketing

 


 

Managing Consumer Markets

 


 

5

 


 

Positioning

 

Developing a Positioning Strategy

 

Analyse the

 

competitors? positions

 

in the marketplace

 


 

Evaluate the target

 

market?s response so

 

modifications can be

 

made, if needed

 

Managing Consumer Markets

 


 

Offer a product

 

with a competitive

 

advantage

 


 

Finalise the

 

marketing mix

 

6

 


 

Customer Relationship

 

Management (CRM)

 


 

The Four Steps (of One-to-One)

 

Customise offering

 

Interact with customers

 

Differentiate (best ones)

 

Identify customers

 


 

Managing Consumer Markets

 


 

7

 


 

Case Questions

 


 

Question 1

 

(a) Which segmentation variables are the Marriott using to segment their market? Ensure

 

your answer is descriptive and informative. Justify. Why is market segmentation an

 

important step in determining the target market(s)?

 


 

(b) What specific types of data should the Marriott have in its customer database for

 

segmentation purposes?

 


 

Question 2

 


 

What target marketing strategy is the Marriott using? Provide evidence to support your

 

answer.

 


 

Question 3

 

As the Marriott builds more green hotels should it reposition its hotel brands as being

 

environmentally friendly? Why or why not? Justify your response.

 


 

8

 


 

Managing Consumer Markets

 


 

Question 1 (a)

 

Which segmentation variables are the Marriott using to segment their market?

 

Ensure your answer is descriptive and informative. Justify.

 

Why is market segmentation an important step in determining the target

 

market(s)?

 

Question 1 (b)

 

What specific types of data should the Marriott have in its customer database

 

for segmentation purposes?

 


 

Question 2

 


 

What target marketing strategy is the Marriott using? Provide evidence to support

 

your answer.

 

http://www.marriott.com/marriott-brands.mi

 


 

Question 3

 

As the Marriott builds more green hotels should it reposition its hotel brands as

 

being environmentally friendly? Why or why not? Justify your response.

 


 

 







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