2105hsl 10 positioning1

2105hsl 10 positioning1 - Topic 10 Tourism and Hotel...

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Topic 10 Tourism and Hotel Segmentation and Positioning Strategies Who is my market and how will I position the product to suit their needs?
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Objectives Review concepts of Segmentation and Positioning Examine case studies of positioning strategies
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Market Segmentation Review 1. Mass marketing: deliver one product to all markets (fast food restaurants, travel agents) 2. Product variety marketing: customers’ needs vary, therefore deliver several products to that customer (different hamburgers, airline seats) 3. Target (niche) marketing: identify segments (groups) and deliver product/s to each segment (leisure travel and business hotel suites) 4. Customized marketing: micro-market to a guest based on previous consumption preferences
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Segmentation Variables (match the variable category with the correct graphic) a. Geographic b. Demographic c. Family life stage d. Lifestyle Personality e. Behavioural
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Market Coverage Strategies (match the variable category with the correct graphic) a. Undifferentiated b. Bifurcated c. Differentiated d. Concentrated No matter your size we’ve got you covered
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A Taxonomy of Leisure Travel Products Leisure Travel Activities Mass Tourism
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