Ben Weprin is founder and CEO of Graduate Hotel, a growing chain of boutique hotels situated near college campuses and designed to cater to the nostalgia and local boosterism that are part of the culture of university towns. $($Room keys are imprinted with the names of famous alumni, and public spaces are decorated with historical photos of campus life, vintage art and other collegiate artifacts.$)$ Mr$.$ Weprin and his company are trying to create a brand that will find year$-$round business by catering to more than just alumni coming back for once$-$a$-$year football weekends or $10-$year anniversaries of their graduating classes. What is the major question that Mr$.$ Weprin and his team need to ask about his company's strategy?