Assignment #1 - Emily Leung Assignment #1 July 22nd, 2011...

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Emily Leung Assignment #1 July 22 nd , 2011 Market Segmentation Benefit Segmentation Sheraton Hotels & Resorts offers the Starwood Preferred Guest Program which offers various forms of rewards to its’ members. When the consumer stays at the Sheraton and is a member of the SPG program they accumulate starpoints. These starpoints may be used to book a free night stay, free flights, bidding on packages, or purchasing merchandising. These rewards sell to the consumer market by offering things consumers are seeking in a good hospitality service. Once a member of SPG, the program offers over 1,000 different participating hotels in 93 different countries. Thus, by joining this well designed program, the consumer will have all of their needs available at their disposure. Behavioral Segmentation The behavioral variable for Sheraton Hotels & Resorts also lies within the SPG program because in the consumer market it was found that guests do not like restrictions on their rewards program. SPG allows free nights stay using earned points, but what makes Sheraton stand out
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This document was uploaded on 10/27/2011 for the course HTM 320 at UMass (Amherst).

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Assignment #1 - Emily Leung Assignment #1 July 22nd, 2011...

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