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1 Format for the Case Assignment Case Summary This should be about pages and simply summarize the situation described in the case. Just try and give...

Marriott: Getting Down to Business with the Business Travelers

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
1 Format for the Case Assignment Case Summary This should be about ½ pages and simply summarize the situation described in the case. Just try and give a somewhat brief summary including any information that the text gives that would specifically be relevant to what the case is addressing. Think of this as a background summary for the analysis. Key Marketing Issues These are important issues that represent what the case is about. You will want to concentrate on focusing on these issues as the thread that ties your entire case analysis together. There is a good list of possible key marketing issues at the end of each chapter. For Chapter #2 a list of potential key marketing issues is found on page 53 and is titled Important Terms “. Each case will have a different set of key marketing issues depending on which chapter it resides. You should select a minimum of six of these important terms to be used for your analysis. For each of these key marketing issues you should define the issue and then discuss how each one applies to the case. This portion of you case analysis should look like this as an example: Key Marketing Issues Target Market – are the markets that have been identified as the markets that will be focused for the Marketing Plan. For this case these are the targeted markets ……. Therefore, for each of the key marketing issues you will need to define what the key marketing issue is and then explain how it is relevant to the case. Personal Analysis You should comment briefly on what your thoughts are relative to this case on a personal perspective. You should think of this from holistic viewpoint. What are your personal thoughts about this case before you begin your detailed analysis. Questions and Answers
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2 The questions are found in the text in each case assigned. Y ou are to answer all of the questions using the key marketing issues terminology to build your answers to the questions. It is important that you use the language of marketing to communicate with others in your environment. Conclusion I think this is the most important section in the case analysis. It is your opportunity to convince the reader that you can sift through the case information and come to some relevant conclusions that represent the essence of the case. Answering the questions gives you some knowledge of what is important in the case. You’re expected to look beyond the basic evident aspects of the case analysis and try to get to the real reason for the case. Look at this section in this way: If you only communicated this conclusion would the reader know what you are talking about and be convinced that your conclusions are correct? It is important that you use the language of marketing (key marketing issues) in your conclusion . You should put each one of these issues in the conclusion in bold print. Each of the key marketing issues should be in the conclusion word-for-word as they appear in the section on Key Marketing Issues. Work Referenced Please use the informal format provided in the examples, and remember that you need a minimum of three not including the text.
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This question was asked on Jan 23, 2013.

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