How Consumers Pick a Hotel: Strategic Segmentation and Target Marketing

by Winston; William

• ISBN13: 9780789001849
• ISBN10: 0789001845
• Edition: 1st
• Format: Nonspecific Binding
• Copyright: 1997-06-18
• Publisher: Routledge

Summary

Venture through the pages of How Consumers Pick a Hotel to learn the steps of selecting a target and using consumer behavior applications to segment the market to reach your target. Much as a consumer goes through the process of selecting a satisfying hotel, you can choose to use the information provided in How Consumers Pick a Hotel to make your hospitality career relaxing and satisfying. When you finish this fantastic reading journey, you'll be prepared to offer services that meet the public's demands, and you'll possess the prerequisite knowledge and skills for developing your own strategic approach to a target market. As the many methods of segmentation are discussed in detail, you will also learn effective strategies for communicating with multiple segments.

Table of Contents

Preface	p. ix
Getting Ready
"How Do You Pick a Hotel?": A Brief Look at Consumer Behavior	p. 3
Strategic Planning and Implications	p. 13
Target Marketing Defined and Explained	p. 16
The Marketing Concept	p. 18
Pioneer Advantage	p. 21
Segmentation Strategies
Physical Attribute Segmentation	p. 33
Behavioral Attribute Segmentation	p. 47
Industrial Segmentation	p. 81
Translating Segmentation in Marketing Strategy
What Now?	p. 89
Perceptual Mapping	p. 101
Marketing Communications	p. 109
Finally: Which Segmentation Technique?	p. 121
Appendix: Case Applications of Segmentation
Introduction to the Cases	p. 125
VALspeak and an Organization's Culture	p. 125
Typing Focus Groups for Product/Service Design	p. 132
A Proprietary Segmentation Scheme	p. 137
What Do the Cases Tell Us?	p. 143
References	p. 145
Index	p. 163
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