MARKET SEGMENTATION‚ TARGETING and POSITIONING Objectives: At the end of the lesson‚ students will be able to: • Define market segmentation‚ market targeting‚ and market positioning. • Discuss the major bases for segmenting consumer and industrial markets • Explain how companies identify attractive market segments. • Explain how companies position their products in the marketplace. TARGET MARKETING Different Marketing Practices Organizations recognize
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1. ICT APPLICATION TOOLS - INTRODUCTION ICT has beyond doubts made huge contribution to the development of hospitality and tourism services. Due to the advancement in technology‚ the fierce competition and also due to the complexity of the hospitality and tourism markets‚ organizations from all over the world now depend almost on the use of ICT to plan‚ manage and market their services. There was a time when organizations would depend on using effective BPOs also known as call-centres to reach
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Market Segmentation‚ Targeting and Positioning Market Segmentation Concept : Market segmentation is a concept in economics and marketing. A market segment is a sub-set of a market made up of people or organizations with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function. A true market segment meets all of the following criteria: it is distinct from other segments (different segments have different
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Detail Itinerary (Nepal): Day 01: Arrival / Kathmandu (2013/Jan/18) Arrival at Tribhuwan International Airport from Korean Airways. Meet‚ Greet and assist to transfer to Hotel. Check in to Hotel and free. Evening visit Thamel Area. Dinner at Korean Restaurant and overnight at Hotel‚ Kathmandu.( Dinner) Day 02:Kathmandu–Pokhara(01/19) After Breakfast‚ check out and drive to Pokhara about 200 Kms west. Lunch on the way at Kurintar at Manokamana Cafe and continue drive. Reach Pokhara and check in
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and tourism Task 3 (AO3) [pic] Overview: Market segmentation can be done in various ways. Most companies choose to use not just one but a combination of methods: 1.Demographic segmentation Demographics is the study of the make-up of the population. Demographic trends illustrate how the population is changing. Factors that affect the make-up of the population include the birth rate and life expectancy. When demographic segmentation is used‚ consumers are grouped according to:
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Topics Market Introduction of market segmentation (NOT FROM THE NOTES) Basis of market segmentation – Consumer characteristic approach - Demographic‚ Geographic‚ Psychographic‚ and Behavioral Segments. (There are many subdivisions under each base.) Consumer response approach – benefit‚ loyalty‚ usage and occasion Marketing Strategies – undifferentiated‚ differentiated and concentrated marketing strategies. Why segmentation the market Facilitates the right choice of target market Facilitates
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International Journal of Hospitality Management 29 (2010) 609–619 Contents lists available at ScienceDirect International Journal of Hospitality Management journal homepage: www.elsevier.com/locate/ijhosman Antecedents and consequences of job satisfaction in the hotel industry Jen-Te Yang * Department of Hotel Management‚ National Kaohsiung Hospitality College‚ P.O. Box 608‚ Kaohsiung City (800)‚ Taiwan‚ ROC A R T I C L E I N F O A B S T R A C T Keywords: Job satisfaction Organizational
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“Changing Environment for Hospitality Industry” Title of Paper : “Security needs of Hospitality Industry” ABSTRACT After the incident on 26th November 2008 in Mumbai‚ the hospitality sector in India revisited its security and safety standards. An analysis of the attacks carried out on the two icons of Indian hospitality‚ brought out the need for more stringent checks and measures with regard to security set-ups in hospitality. The Government of India‚ and State Governments‚ woke up to
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Brand Positioning and Market Segmentation Brand positioning is an important strategy for achieving differential advantage. Essentially‚ positioning reflects “the place” a product occupies in a market or segments. GAP has a wide range of products that are reflected in multi-segments. Initially‚ as a specialty clothing retailer‚ GAP segmented the market using price as the sole criterion. GAP strategically decided to serve three major segments‚ which can be seen from price differences among GAP’s
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Table of Contents The characteristics and the attribution of Tourism industry in the World Tourism industry is one of the dynamic growth and largest industry in the world as the industry brings in large amount of income for many countries all over the world.The world tourism industry is leading by the United Nation agency called “UNWTO” United Nation World Tourism Organization since 27 September 27‚ 1980 ‚ organization includes 143 countries‚ 7 territories and some
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