Market Segmentation and Branding in the Hotel Industry (eBook)

With Special References to Hilton Cooperation

Nora Burkard (Autor)

eBook Download: PDF | EPUB

2004 | 1. Auflage
40 Seiten
GRIN Verlag
978-3-638-25885-2 (ISBN)

Infos

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.

Produkt-Details

• Erscheint lt. Verlag: 5.3.2004
• Verlagsort: München
• Sprache: englisch
• Themenwelt: Sachbuch/Ratgeber
• Themenwelt: Reisen ► Kartenzubehör / Sonstiges
• Themenwelt: Wirtschaft
• Schlagworte: Branding • Cooperation • Hilton • Market • Segmentation
• ISBN-10: 3-638-25885-8 / 3638258858
• ISBN-13: 978-3-638-25885-2 / 9783638258852