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Behavioral DataBesides that, what customers purchased when they stay at Marriott's hotels are data for behavioral segmentation purposes. This segmentation allocates consumers into groups based on their uses or responses to a product or service. Firms can divide a market according to some features of consumer behavior towards the hotel services that Marriott has to offer. They may be classified into heavy users, moderate users, light users and nonusers. With this data, Marriott willbe able to ascertain the right marketing plan to cater for the different types of users based on theirconsumer behavioral characteristics and Marriott will know what products or services they need to focus on when their customers frequently purchase a product when they stay at Marriott's hotels.Needs DataHow long do customers stay when they come to Marriott, how long before their next visit and how often they come back to Marriott are also data which are needed in its customer database. This data can be used in the needs segmentation purpose where consumers are assigned into groups, based on their current and desired level of interaction with a particular market category. With knowledge of the average number of days a customer stay, the time before their next visit and how often they revisit; Marriott can devise marketing strategies to effectively target this target market.Psychographic DataIn addition, data such as customers' personality characteristics and their lifestyles although difficult to obtain and measure, should also be included in customer database for psychographic segmentation purposes. This segmentation divides buyers into different groups based on lifestyle,class or personality characteristics. Consumers who share similar lifestyles, interests often have the same wants/needs in the products or services they purchase. When Marriott knows their customers personalities and lifestyles, product or service development can be improved. At the same time, Marriott can also determine which specific advertising media to use when targeting
different segments of the market. When identifying which type of media should be used to advertise Marriott, they should attach some photos of their rooms including the pricing for it. This will attract more customers, especially the new customers who would like to try Marriott's services. As evidence, Marriott has implemented Group Pricing Optimizer (GPO) that helps to recommend optimal price and negotiating range to different types of segmented groups. This has helped to boost its sales process as well as their customer's. (Interfaces, 2010)