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Unformatted text preview: Exam 2 Essay: When a hotel or resort brand describes a particular target market, what do they mean? Describe how the hotel would use the target market selection process and its purpose. Be specific. B) Target Markets – A specific group of customers on whom an organization focuses its marketing efforts. Target Market Selection Process 1. Identify the appropriate targeting strategy a. Should use differentiated. Differentiated allows hotel to target a heterogeneous market. 2. Determine which segmentation variables to use a. Demographic, geographic, psychographic, behavioristic 3. Develop market segment profiles a. Identify potential of hotel 4. Evaluate relevant market segments a. Forecast 5. Select specific target markets a. Outline who you want. When a hotel or resort brand describes a particular target market, they are discussing the specific group of costumers on whom they want to focus their marketing...
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- Fall '08
- Target Market Selection