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The Perfect Room: Marriott International

Marriott International Inc. is a leading lodging company with more than 3,400 lodging properties in 68 countries and territories. Marriott International operates and franchises hotels under a variety of brand names including Marriott, JW Marriott, the Ritz-Carlton, Renaissance, Residence Inn, Courtyard, TownePlace Suites, Fairfield Inn, and SpringHill Suites. The company has over 100,000 employees and has been recognized as one of the best companies to work for.

Marketers use segmentation bases, which are consumer characteristics that influence buying behavior, to divide the market into segments. These bases help firms develop customer profiles that highlight the similarities within segments and the dissimilarities across segments. There are four broad bases of segmentationdemographic, geographic, psychographic, and behavioraland specific variables within each that can be used to segment the market.

This activityis important because marketers need to be able to understand how to effectively segment markets, identify which segments are the most appropriate for targeting, and develop positioning strategies to communicate to those targeted segments in the most effective manner based on an understanding of the related target segments.

The goal of this activity is for youto demonstrate an understanding of the concepts of segmentation, target marketing, and positioning by considering their application in the context of a company-specific example.

Today, marketing more precisely homes in on specific customers and customer groups and offers products or services that have a clear and compelling value proposition for those specific customers. This requires the use of market segmentation to divide a market into meaningful smaller markets or submarkets based on common characteristics. Once a segmentation approach is developed, marketing managers engage in target marketing, which involves evaluating the segments and deciding which shows the most promise for development. In many ways, selecting target markets is truly an investment decision.

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Multiple Choice

• at two different price points.
• that are marketed in the same way.
• by offering similar experiences between brands.
• that can cannibalize each other.

Multiple Choice

• metrics.
• strategy.
• All of these choices are correct.
• channel selection.
• content.