Market Segmentation and Branding in the Hotel Industry
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Market Segmentation and Branding in the Hotel Industry

Market Segmentation and Branding in the Hotel Industry


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About the Book

Seminar paper from the year 2003 in the subject Tourism - Miscellaneous, grade: 1,3 (A), University of Applied Sciences Worms (Tourism), course: WS 2003, 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.


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Product Details
  • ISBN-13: 9783656085058
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: English
  • Returnable: N
  • Spine Width: 3 mm
  • Weight: 122 gr
  • ISBN-10: 3656085056
  • Publisher Date: 19 Dec 2011
  • Height: 210 mm
  • No of Pages: 46
  • Series Title: English
  • Sub Title: With Special References to Hilton Cooperation
  • Width: 148 mm


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