Read the case on page 187-188 of the text and answer the following questions:
1.How is Marriott segmenting the market for hotel services?
2.Which of the three targeting strategies is Marriott using? Explain
3.As Marriott builds more green hotels, should it reposition its hotel brands as being environmentally friendly? Why or why not?
4.What specific types of data should Marriott have in its customer database for segmentation purposes?
Attached is the format and link for the text book http://books.google.com/books?id=cOKMr4Fpqc0C&pg=PA187&lpg=PA187&dq=Marriott:+Getting+Down+to+Business+with+the+Business+Travelers&source=bl&ots=nTQnWrC4OJ&sig=w3NprlcGUV9n4Tl8E7EAmBF6Xec&hl=en&sa=X&ei=nqEAUbOLA8eeiQK4uoGYCg&ved=0CDgQ6AEwAg#v=onepage&q=Marriott%3A%20Getting%20Down%20to%20Business%20with%20the%20Business%20Travelers&f=false
This question was asked on Jan 23, 2013.
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