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Segmentation Strategies for Hospitality Managers

Segmentation Strategies for Hospitality Managers
Author: Ron Morritt
Publisher: Routledge
Total Pages: 250
Release: 2012-11-12
Genre: Business & Economics
ISBN: 1136416315
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Get the competitive edge in a fierce market! Effective market segmentation approaches can show a company which customer group is most profitable and how to best serve their needs. Segmentation Strategies for Hospitality Managers: Target Marketing for Competitive Advantage is a marketing primer whose time has come, teaching segmentation approaches that can make a difference where it really counts—the bottom line. Introductory to intermediate level hospitality managers and students are provided with easy-to-follow explanations and effective learning exercises that will help them grasp segmentation concepts and strategies quickly. Unlike other hospitality marketing textbooks out there, this book persistently focuses specifically on segmentation and positioning strategies. Segmentation Strategies for Hospitality Managers effectively tells how to best use the integrated resources of a hospitality firm to gain and maintain the competitive edge. Examples are taken from the hotel, restaurant, and airline industries to give a well-rounded view of the industry’s practical and productive use of segmentation strategies. The text explains advantages and limitations of various segmentation strategies such as relationship or niche marketing to help assist managers in their own future decision-making process. Detailed chapter summaries and challenging end-of-chapter exercises further reinforce each chapter’s concepts and approaches. Extensive references, several illustrative figures and tables, and specific case examples from various hospitality sectors are included. Topics in Segmentation Strategies for Hospitality Managers include: positioning strategy niche marketing relationship marketing marketing trends technology’s impact on the hospitality industry special issues in segmentation strategy (including integration of segmentation strategy with branding, yield management, and IT strategy) and more! Segmentation Strategies for Hospitality Managers is a resource certain to be used again and again and is perfect for hospitality managers, marketing and hospitality educators, hospitality and travel and tourism students, and business school students world wide.

Market Segmentation and Branding in the Hotel Industry

Market Segmentation and Branding in the Hotel Industry
Author: Nora Burkard
Publisher: GRIN Verlag
Total Pages: 46
Release: 2004-03-05
Genre: Travel
ISBN: 3638258858
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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.

How Consumers Pick a Hotel

How Consumers Pick a Hotel
Author: William Winston
Publisher: Routledge
Total Pages: 209
Release: 2013-05-13
Genre: Business & Economics
ISBN: 1136374590
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Venture through the pages of How Consumers Pick a Hotel to learn the steps of selecting a target and using consumer behavior applications to segment the market to reach your target. Much as a consumer goes through the process of selecting a satisfying hotel, you can choose to use the information provided to make your hospitality career relaxing and satisfying. When you finish this fantastic reading journey, you’ll be prepared to offer services that meet the public’s demands, and you’ll possess the prerequisite knowledge and skills for developing your own strategic approach to a target market. As the many methods of segmentation are discussed in detail, you will also learn effective strategies for communicating with multiple segments. Ideal as a supplementary text for marketing and hospitality marketing courses, How Consumers Pick a Hotel provides a concise overview of consumer behavior and intertwines marketing theory with sound ways in which to implement the theory. This will both orient you and give you a solid base for understanding the principles in question. You will quickly grasp the various methods of segmentation, and the book’s “real-life” segmentation schemes will teach you how to apply them in day-to-day business.As the many methods of segmentation are discussed in detail, you will learn effective strategies for communicating with multiple segments. In the end, you will have acquired the prerequisite knowledge and skills for developing your own strategic approach to a target market. How Consumers Pick a Hotel is suitable both as a reference guide for practicing marketing managers and hospitality professionals who specialize in marketing and as a companion text for graduates and undergraduates who need to know the ABCs of target marketing. You’ll turn to it again and again for guidance and practical, easy suggestions!

Strategic Management for Tourism, Hospitality and Events

Strategic Management for Tourism, Hospitality and Events
Author: Nigel Evans
Publisher: Routledge
Total Pages: 729
Release: 2015-01-30
Genre: Business & Economics
ISBN: 1135038279
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Strategic Management for Tourism, Hospitality and Events is the must-have text for students approaching this subject for the first time. It introduces students to fundamental strategic management principles in a Tourism, Hospitality and Events context and brings theory to life by integrating a host of industry-based case studies and examples throughout. Among the new features and topics included in this edition are: Extended coverage to Hospitality and Events to reflect the increasing need and importance of a combined sector approach to strategy New international Tourism, Hospitality and Events case studies from both SME’s and large-scale businesses are integrated throughout to show applications of strategic management theory, such as objectives, products and markets and strategic implementation. Longer combined sector case studies are also included at the end of the book for seminar work. New content on emerging strategic issues affecting the tourism ,hospitality and events industries, such as innovation, employment, culture and sustainability Web Support for tutors and students providing explanation and guidelines for instructors on how to use the textbook and case studies, additional exercises, case studies and video links for students. This book is written in an accessible and engaging style and structured logically with useful features throughout to aid students’ learning and understanding. This book is an essential resource to Tourism, Hospitality and Events students.

International Encyclopedia of Hospitality Management

International Encyclopedia of Hospitality Management
Author: Abraham Pizam
Publisher: Routledge
Total Pages: 709
Release: 2005
Genre: Business & Economics
ISBN: 0750659963
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The International Encyclopedia of Hospitality Management covers all of the relevant issues in the field of hospitality management from A (À la carte) to Z (Zoning codes).

Marketing Strategy

Marketing Strategy
Author: Manuel Handlechner
Publisher: Grin Publishing
Total Pages: 36
Release: 2008
Genre:
ISBN: 9783640147106
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Essay from the year 2008 in the subject Hotel Industry / Catering, grade: B-, University of Derby, 11 entries in the bibliography, language: English, abstract: The hospitality industry is highly competitive, and the effectiveness of marketing is a major determinant of a hotel's immediate business success and long-term survival. Modern hotel managers must be very much involved with the planning and implementation of marketing efforts as an essential part of overall managerial responsibility. To gain competitive advantage the concept of marketing was introduced in the 1960s. According to Kotler et al. (2006) is marketing a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. Analysts predict that the hotel industry will consolidate in much the same way as the airline industry has, with five or six major chains dominating the market. Such consolidation will create a market that is highly competitive. The firms that survive this consolidation will be the ones that understand their customers. (Zeithaml 2006) The Sunshine hotel is a very small and independent hotel; therefore it is even more important to have a good marketing strategy. One of the major ways that a service firm can differentiate itself from the competitors is by delivering consistently higher quality than the others. (Zeithaml 2006, Christopher et al. 2002) Many companies are finding that outstanding service quality can give them a potent competitive advantage and deliver added value to the customer, which leads to superior sales and profit performance. Another way to the use a marketing concept is market segmentation, the disaggregation of markets into clusters of buyers with similar preferences (Kandampully 2002, Kotler et al. 2006, Lovelock 2002). As Jenkins and McDonald (1997, quoted in Williams 2002) stated: "If an organisation is to enjoy any level of marketing success, this is through an ab

Strategic Innovative Marketing and Tourism

Strategic Innovative Marketing and Tourism
Author: Androniki Kavoura
Publisher: Springer
Total Pages: 1330
Release: 2019-07-03
Genre: Business & Economics
ISBN: 3030124533
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This book covers a very broad range of topics in marketing, communication, and tourism, focusing especially on new perspectives and technologies that promise to influence the future direction of marketing research and practice in a digital and innovational era. Among the areas covered are product and brand management, strategic marketing, B2B marketing and sales management, international marketing, business communication and advertising, digital and social marketing, tourism and hospitality marketing and management, destination branding and cultural management, and event marketing. The book comprises the proceedings of the International Conference on Strategic Innovative Marketing and Tourism (ICSIMAT) 2018, where researchers, academics, and government and industry practitioners from around the world came together to discuss best practices, the latest research, new paradigms, and advances in theory. It will be of interest to a wide audience, including members of the academic community, MSc and PhD students, and marketing and tourism professionals.

Strategic Management for the Hospitality and Tourism Industry

Strategic Management for the Hospitality and Tourism Industry
Author: Vincent Sabourin
Publisher: CRC Press
Total Pages: 201
Release: 2021-12-28
Genre: Business & Economics
ISBN: 1000216101
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This vital volume clearly explains cutting-edge theories and views on strategic management in applied management fundamentals in the hospitality and tourism industry. The author discusses the latest in strategic thinking and provides information on implementing models within specific contexts, such as culture and profit and nonprofit organizations. He also looks at the political, economic, social, and technological changes that significantly affect tourism and hospitality. The volume is distinguished by its thoughtful analysis and review of related hospitality case studies and the management approaches employed and sheds light on ever-the emerging management and operation issues in the tourism and hospitality sector. The book employs an abundance of case studies that illustrate the concepts and models discussed, with examples from such heavyweights in the industry as Disney and Euro Disney, Aer Lingus, British Airways, Four Seasons, Holiday Inn, Marriot, Sofitel, Starwood Hotels, and more. Key features of the book include: Cutting-edge approach: Applies advanced and recent strategic management views to the tourism and hospitality field. Critical treatment: Provides critical discussions about whether and how strategic models/theories can be applied in the hospitality and tourism field. Sensitive to specific contexts: As the tourism and hospitality industry has become one of the largest industries worldwide, discusses how strategic management concepts can be applied in different cultures and profit and nonprofit tourism organizations. Extensive case studies: Provides supporting case studies related to the strategy content, context, and process from international industries such as Aer Lingus, Accor, Marriott and Ryanair. Organization of the book: Each of the chapters within the case study sections employs a thorough pedagogic structure consisting of a concise introduction, examples and case analysis, discussion points, exercises, and further reading. This book is designed to provoke thought and debate about strategic management and myriad other issues. It will be valuable for students, academics, universities offering hospitality and tourism, and hospitality and tourism professionals.

The SAGE Handbook of Hospitality Management

The SAGE Handbook of Hospitality Management
Author: Roy C Wood
Publisher: SAGE
Total Pages: 577
Release: 2008-06-05
Genre: Business & Economics
ISBN: 1446206424
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At last, a comprehensive, systematically organized Handbook which gives a reliable and critical guide to all aspects of one of the world′s leading industries: the hospitality industry. The book focuses on key aspects of the hospitality management curriculum, research and practice bringing together leading scholars throughout the world. Each essay examines a theme or functional aspect of hospitality management and offers a critical overview of the principle ideas and issues that have contributed, and continue to contribute, within it. Topics include: • The nature of hospitality and hospitality management • The relationship of hospitality management to tourism, leisure and education provision • The current state of development of the international hospitality business • The core activities of food, beverage and accommodation management • Research strategies in hospitality management • Innovation and entrepreneurship trends • The role of information technology The SAGE Handbook of Hospitality Management constitutes a single, comprehensive source of reference which will satisfy the information needs of both specialists in the field and non-specialists who require a contemporary introduction to the hospitality industry and its analysis. Bob Brotherton formerly taught students of Hospitality and Tourism at Manchester Metropolitan University. He has also taught Research Methods to Hospitality and Tourism students at a number of international institutions as a visiting lecturer; Roy C. Wood is based in the Oberoi Centre of Learning and Development, India