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Market Segmentation and Branding in the Hotel Industry With Special References to Hilton Cooperation von Burkard, Nora (eBook)

  • Erscheinungsdatum: 05.03.2004
  • Verlag: GRIN Publishing
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Market Segmentation and Branding in the Hotel Industry

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.


    Format: ePUB
    Kopierschutz: AdobeDRM
    Seitenzahl: 40
    Erscheinungsdatum: 05.03.2004
    Sprache: Englisch
    ISBN: 9783638258852
    Verlag: GRIN Publishing
    Serie: Akademische Schriftenreihe Bd.V22596
    Größe: 561kBytes
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