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Essay / Research Paper Abstract
A 10 page paper discussing market segmentation in the hospitality industry. Business all over the world has become more competitive than at any other time in the past, and it only increases in intensity. The hospitality industry is as affected as any; it is more affected than many. Any service company needs to address the same "four Ps" in marketing that product-oriented companies must use. Price, product, place and promotion all are integral to the successful marketing of services. In the end, the "product" of a service organization is a satisfied customer, and whether the customer is satisfied depends largely on the hotel's ability to properly segment its target market. Bibliography lists 11 sources.
Page Count:
10 pages (~225 words per page)
File: CC6_KShotelSeg.rtf
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Unformatted sample text from the term paper:
the world has become more competitive than at any other time in the past, and it only increases in intensity. The hospitality industry is as affected as any; it
is more affected than many. Marketing is important to every business, and the large chains are quite effective in marketing themselves to their customers. Marketing is of greater
import to the small chains than ever before, and chains of all sizes rely on market segmentation. Changing Times
In times past, a common method of operation for various hotels and types of hotels was that the larger chains generally maintained good relationships with travel
agents, who in turn recommended them to their clients. Chains would participate in travel agent packages, pay the travel agent a commission for the sale of a room and
be able to fill rooms that otherwise might go unoccupied. Independent hotels and alternative types such as bed and breakfast establishments generally lacked the resources to market themselves as
the large chains were able to, and were left to ensuring that they were included in travel publications as often as possible. Travel
agents have fallen on rather hard times in the last years of the 1990s. As organizations began downsizing in the late 1980s and continued into the 1990s, some cut
back on their business travel as well, and vacation travel was diminished in those years. Globalization of business had begun long before, but it was the decade of the
1990s that there was such a dramatic increase in the trend. As the Internet emerged and developed as an effective communications tool for business, many observers believed that there
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