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1. Introduction
2. Aims of the talk
3. What we'll be looking at
4. The role of marketing in the hotel industry
5. Definition of marketing
6. Is marketing an art or a science?
7. The importance of knowing your customers
8. Principles of market segmentation
9. How many ways can you segment the market?
10. Geographical segmentation
11. Socio-economic segmentation
12. Segmentation by wealth/budget available
13. Segmentation by age/life stage
14. Segmentation by gender and sexuality
15. Segmentation by party composition and size
16. Seasonal segmentation
17. Segmentation by activity or hobby
18. Segmentation by core values and interests
19. Types of market segments for hotels
20. More ways to segment the market
21. New or repeat business segmentation
22. Segmenting by product area
23. Grand Station Hotel - rooms
24. Grand Station Hotel - restaurant & bar
25. Grand Station Hotel - conference & banqueting
26. Grand Station Hotel - leisure & spa
27. Segmenting by advertising media
28. Segmenting by distribution channel
29. How to apply market segmentation
30. The segment-led marketing plan
31. Segment-led marketing plan: defining the segment
32. Segment-led marketing: is the segment attractive?
33. A market segmentation "reality check"

Topics Covered

• The role of marketing in the hotel industry
• The importance of knowing your customer
• Principles of market segmentation
• Types of market segments for hotels
• How to apply market segmentation
• The segment led marketing plan

Links

Series:

• Marketing Hotels

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on April 16, 2009