Hospitality and Tourism Marketing

2505 Words Dec 24th, 2012 11 Pages
Hospitality and Tourism Marketing

Hospitality and Tourism companies recognise that they cannot appeal to all customers in the marketplace

Table of Contents

1. Introduction 2
2. Marketing Strategy 2
3. Market Segmentation 3
4. Market Targeting 5
4.1Target Market Selection 5
5. Positioning 6
6. Pret a Manger 7
7. Market Segmentation, Market Targeting and Market Positioning 8
8. Conclusion 9
9. References 10
10. Appendices 11

Introduction

Today business successful is all about marketing strategy; the companies do not sell a product or service to all customers in the market. But on the other hand, the marketing research and
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• Demographic: age, sex, education, religion, social class, profession and income. • Lifestage: children, young, adults, elders, couples and singles. • Geographic: country or region, city or town, postcode, address, urban or rural. • Geodemographic: place and location where customers live is related to their r buying behaviour.

Behavioural criteria is associated to the customers’ decisions in order to buy products and services, there are four segmentations criteria; purchase/transaction, product usage, media usage and technology usage (Baines, Fill, and Page, 2008).

• Purchase / transaction: what, when, amount of money spent, and method used to purchase goods and services. • Product usage: when the products and services are used in quantities and satisfaction. • Media usage: data base in media such as advertising, internet, television and radio. • Technology usage: telecommunication and computing using.

Psychological criteria are related to the feelings and attitudes of the customers’ decisions; this is included in lifestyle, personality, perceptions, attitudes, motives and benefits sought (Baines, Fill, and Page, 2008).

• Lifestyle: activities, hobbies and social interest. • Personality: attractions, thoughts and feelings. • Attitudes: sensations, observations and actual behaviour. • Motives: social
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