Market Segmentation and Branding in the hotel industry with special references to Hilton Cooperation

Seminar paper from the year 2003 in the subject Tourism - Miscellaneous, grade: 1,3 (A), University of Applied Sciences Worms (Tourism), course: WS 2003, language: English, abstract: In today´s market place managers are constantly seeking to find the best ways to reach and serve their customers. Market segmentation, dividing the market into submarkets, and branding products and services plays a major part in marketing activities.Globalization is one of words used nowadays to describe the convergence of cultures. Cultures are believed to move closer together as a result of increased travel, better communication methods and enhanced transportation opportunities. Companies try to anticipate this change by offering standardized products to a global audience. Cultural differences are a logical barrier to standardization of the marketing strategies on a global scale. However, even on a national scale, there are many different types of consumers, who need to be treated differently. Market segmentation plays a major part in marketing, as all marketing activties depend on precisely defined and carefully choosen market segments.

Product details

• Authors: Nora Burkard
• Publisher: Grin Verlag
• Languages: English, German
• Product format: Paperback / Softback
• Released: 20.12.2011
• EAN: 9783656085058
• ISBN: 978-3-656-08505-8
• No. of pages: 44
• Dimensions: 148 mm x 210 mm x 6 mm
• Weight: 79 g
• Series: Akademische Schriftenreihe; Akademische Schriftenreihe, Bd. V22596; Akademische Schriftenreihe; Akademische Schriftenreihe Bd. V22596
• Subject: Travel > Map accessories, miscellaneous