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Market Segmentation and Branding in the Hotel Industry: With Special References to Hilton Cooperation
Nora Burkard
Market Segmentation and Branding in the Hotel Industry: With Special References to Hilton Cooperation
Nora Burkard
Seminar paper from the year 2003 in the subject Tourism, grade: 1,3 (A), University of Applied Sciences Worms (Tourism), course: WS 2003, 25 entries in the bibliography, language: English, abstract: In today´s market place managers are constantly seeking to find the best ways to reach and serve their customers. Market segmentation, dividing the market into submarkets, and branding products and services plays a major part in marketing activities. Globalization is one of words used nowadays to describe the convergence of cultures. Cultures are believed to move closer together as a result of increased travel, better communication methods and enhanced transportation opportunities. Companies try to anticipate this change by offering standardized products to a global audience. Cultural differences are a logical barrier to standardization of the marketing strategies on a global scale. However, even on a national scale, there are many different types of consumers, who need to be treated differently. Market segmentation plays a major part in marketing, as all marketing activties depend on precisely defined and carefully choosen market segments.
46 pages
Medios de comunicación | Libros Paperback Book (Libro con tapa blanda y lomo encolado) |
Publicado | 19 de diciembre de 2011 |
ISBN13 | 9783656085058 |
Editores | Grin Verlag |
Páginas | 46 |
Dimensiones | 148 × 210 × 3 mm · 79 g |
Lengua | German |
Ver todo de Nora Burkard ( Ej. Paperback Book )