Assume that you are a marketing manager for a large hotel chain with outlets in popular tourism sites around the world. You are concerned about the effects of current consumer trends, including changing ethnic populations, changing roles of men and women, increased concern for time and for the environment, and decreased emphasis on status goods. Others in your firm do not understand or care about these changes. They believe that the firm should continue to do business just as it always has.

Develop a role-playing exercise with a classmate to discuss these two different points of view for your class. Each of you should be sure to include the importance of each of these trends to your firm and offer suggestions for marketing strategies to address these trends.