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consumers don’t confuse the brand and the brand is not diluted. Some of the Marriott brands and their target markets are as follows:Marriott Courtyard. Targeted at over-the-road travelers.Ritz-Carlton Hotels. Targeted at luxury travelers.Marriott Conference Centers. Targeted at businesses hosting small- and midsized meetings.Marriott ExecuStay. Targeted at executives needing month-long accommodations.Marriott Vacation Clubs. Targeted at travelers seeking to buy timeshares.A multisegment marketing strategy can allow Marriott to respond to demographic changes and other trends in markets. i.e. the growing number of people too old to travel have the option of moving into one of Marriott’s “Senior Living Services” facilities, which cater to retirees who need certain types of care. A multisegment strategy can also help companies weather an economic downturn by allowing customers to trade up or down among brands and products. Suppose you take a pay cut and can’t afford to stay at Marriott’s Ritz-Carlton hotels anymore. A room at a JW Marriott—the most luxurious of the Marriott-brand hotels but cheaper than the Ritz—is available to you. A multisegment strategy can also help companies deal with the product lifecycle issues. If one brand or product is “dying out,” the company has others to compete. Marriott International, headquartered in Bethesda, Maryland in the Washington, DC metropolitanarea, has more than 5700 properties in over 110 countries and territories around the world, over 1.2 million rooms (as of September 23 2016), and additional 195,000 rooms in the development pipeline
3: With 19 different lodging or extended-stay brands under the Marriott corporate umbrella, is Marriott at risk of making any positioning errors discussed in the chapter? That is, do they have too many choices? Justify your answer?