Nora Burkard

Market Segmentation and Branding in the hotel industry with special references to Hilton Cooperation (eBook, ePUB)

• Format: ePub

Produktbeschreibung

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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Produktdetails

• Verlag: GRIN Verlag
• Seitenzahl: 41
• Erscheinungstermin: 5. März 2004
• Englisch
• ISBN-13: 9783638258852
• Artikelnr.: 51643346