Notes 9-6-17.docx - Notes HMGT 554 Sections 1&2 Chapter 2 A...

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Notes 9-6-2017 HMGT 554 Sections 1&2 Chapter 2 A. Market Segmentation a. Process of dividing a large heterogenous market into two or more smaller homogenous market segments i. Large general need to small more specialized needs b. Logic of Segmentation i. You can’t please everyone ii. No average guest, no average stay iii. Meeting customer expectations B. Brand and Brand Equity a. Brand i. Name and logo recognized by customers ii. A unique package of products, amenities, and ambience at a price point that is associated with that brand b. Brand Equity i. Value associated with each brand ii. Can be increased by: 1. Instant identification 2. Broad distribution 3. Consistent quality 4. Assured level of service C. Segments a. Economy Hotels i. Hotels with minimum services ii. Low rates iii. Low to mid market b. Hard Budget Hotels i. Very low services ii. Motel 6, Super 8 etc c. All Suite Hotels i. All rooms have separate living and sleeping areas
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  • Spring '14
  • CLindblade
  • Brand, large heterogenous market, i. Long Stay, ii. Low rates, Hard Budget Hotels

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