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Get the competitive edge in a fierce market!
Effective market segmentation approaches can show a company which customer group is most profitable and how to best serve their needs. Segmentation Strategies for Hospitality Managers: Target Marketing for Competitive Advantage is a marketing primer whose time has come, teaching segmentation approaches that can make a difference where it really countsthe bottom line. Introductory to intermediate level hospitality managers and students are provided with easy-to-follow explanations and effective learning exercises that will help them grasp segmentation concepts and strategies quickly. Unlike other hospitality marketing textbooks out there, this book persistently focuses specifically on segmentation and positioning strategies.
Segmentation Strategies for Hospitality Managers effectively tells how to best use the integrated resources of a hospitality firm to gain and maintain the competitive edge. Examples are taken from the hotel, restaurant, and airline industries to give a well-rounded view of the industry's practical and productive use of segmentation strategies. The text explains advantages and limitations of various segmentation strategies such as relationship or niche marketing to help assist managers in their own future decision-making process. Detailed chapter summaries and challenging end-of-chapter exercises further reinforce each chapter's concepts and approaches. Extensive references, several illustrative figures and tables, and specific case examples from various hospitality sectors are included.
Topics in Segmentation Strategies for Hospitality Managers include:
positioning strategy
niche marketing
relationship marketing
marketing trends
technology's impact on the hospitality industry
special issues in segmentation strategy (including integration of segmentation strategy with branding, yield management, and IT strategy)
and more!
Segmentation Strategies for Hospitality Managers is a resource certain to be used again and again and is perfect for hospitality managers, marketing and hospitality educators, hospitality and travel and tourism students, and business school students world wide.
Contents
Foreword (Desmond Henry)
Preface and Acknowledgments
Chapter 1. Introduction to Segmentation
Overview of the Hospitality Industry
Market Segmentation: An Overview
Segmentation Practices in the Hotel Industry
Niche Marketing
Advantages and Risks of Niche Marketing
Using Market Segmentation to Develop a Competitive Advantage
Summary
Exercises
Chapter 2. Segmentation Bases: Panning for Gold in the Hospitality Sector
Segmentation Bases Used in the Hospitality Industry
Your Customer Database
Summary
Exercises
Chapter 3. Niche Marketing
Introduction
The Ritz-Carlton Hotel Chain: World-Class Niche Marketing
Porter's Strategy of Focus
Summary
Exercises
Chapter 4. Niche Marketing for Hotel Managers
Introduction
Segmenting Your Local Market
Market Trends
Segment Selection
Segmentation Bases
Selection Methods for Smaller Resort Hotels
Chapter 5. Relationship Marketing
Introduction
Strengths and Limitations of RM
Measuring Customer Relationships
Customer Relationship Management (CRM)
Summary
Exercises
Chapter 6. Special Issues in Segmentation
The Evolution of Market Segmentation
Summary
Exercises
Chapter 7. The Impact of Marketing Trends on Segment Selection
Major Marketing Trends
Future Trends
Environmental Scanning
Summary
Exercises
Chapter 8. The Segmentation Process
Segmentation As Part of a Target Marketing Strategy
Stage One: Market Segmentation
A Feedback Model of the Segmentation Process
Segmentation Research and Analysis Techniques
Stage Two: Segment Targeting
Patterns of Target Market Selection
Segmentation Selection and Strategic Fit
Using Guest Databases for Segment Selection
Stage Three: Segment Positioning
Summary
Exercises
Chapter 9. Positioning Strategy
Introduction
Components of Consumer Product Perceptions
Elements of Positioning
Methods of Positioning
Positioning Strategies
Effective Positioning
Branding and Positioning
Perceptual Mapping: A Positioning Tool
The Positioning Process
Summary
Exercises
Chapter 10. The Impact of New Technology on the Hospitality Industry
Technology As a Marketing Tool
Drivers of IT Change
Pitfalls and Liabilities
Summary
Exercises
Chapter 11. Your Segmentation Battle Plan: Strategy and Tactics
Your Strategic Segmentation Plan
Market Segmentation Audit
Summary
Exercises
References
Index
