Consumer Behaviour Course Description The course deals with the study of behavioural processes and strategic implications of this understanding for practicing marketing managers. Concepts from Social Sciences‚ Psychology‚ Economic and Cultural Anthropology are integrated to create an understanding of consumer behaviour in market exchanges. It also provides insights into consumer’s decision making process which is key in strategic effective decisions. Marketing applications of consumer behaviour
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THE HOTEL AND RESORT INDUSTRY HOTEL - “A building‚ edifice‚ or premises or a completely independent part thereof‚ which is used for the regular reception‚ accommodation‚ or lodging of travelers and tourists and the provision of services incidental thereof for a fee” (Department of Tourism) CLASSIFICATION OF HOTELS (by size‚ location‚ rate) Airport Hotels • Named for its proximity to major travel centers like the airport • Business travelers who prefer
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Starwood Hotels & Resorts Worldwide‚ Inc. is one of the largest hotel ownership and management companies in the world. Starwood‚ headquartered in White Plains‚ New York‚ owns‚ operates‚ franchises and manages hotels‚ resorts‚ spas‚ residences‚ and vacation ownership properties under its nine owned brands. Currently‚ Starwood owned‚ managed‚ or franchised over 1000 properties in over 100 countries and employees 145‚000 people at its’ owned and managed properties. Starwood Hotels is a fully integrated
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Rosewood Case 1. Make an overview of the pros and cons of the tow different branding strategies (i.e.‚ individual branding and corporate branding) 1) Individual branding: - Each hotel and resort featured architectural details‚ interiors and culinary concepts that reflected local character and culture and defined Rosewood’s ‘Sense of a Place’ (each of the properties seeks to capture what is unique about the given location). - Some degree of flexibility and creativity
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A customer profitability analysis is an evaluation process that focuses on assigning costs and revenues to segments of the customer base‚ instead of assigning revenues and costs to the actual products‚ or the units or departments that compose the corporate structure of the producer. Approaching profitability from this angle can sometimes provide valuable insights into how each step of the process of designing‚ manufacturing‚ and ultimately selling a good or service incurs cost and generates revenue
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[pic] Appropriate Entry Modes for the Taj Hotel Resorts and Palaces in the Singapore and Indonesia Compiled By Tutor Rahul Mahajan MAH10496286 Introduction The project is based
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Rosewood Hotels Case Analysis A private hotel management company‚ Rosewood Hotels Resorts with iconic luxury hotels such as The Mansion on Turtle Creek in Dallas and The Carlyle in New York was a muted brand‚ not into advertising and known mainly to hotel professionals. John Scott‚ the company’s new president and CEO‚ & Robert Boulogne‚ vice-president of sales and marketing were considering a new brand strategy in order to establish ‘Rosewood’ as a true brand and to encourage guests who stayed
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Rosewood Hotels & Resorts: Branding to increase profitability and lifetime value BACKGROUND Rosewood Hotels and Resorts is a private hotel management company established in 1979 by the Caroline Rose Hunt Trust Estate. It is a well known company in the luxury hotels market which owns 17 iconic properties in 7 different countries (http://www.rosewoodhotels.com/en/the_company/). The first hotel was The Mansion on Turtle Creek in Dallas; afterwards the company expanded its “collection of unique
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Rosewood Hotels and Resorts is considering a new brand strategy in an attempt to increase their multi property guest stays‚ revenues and cross selling rates. However‚ the company needs to do so without the expense of possibly diminishing the powerful brand image and strategy of their existing properties. Rosewood has built a customer value proposition on a core set of philosophies‚ as well as‚ strategic and marketing plans designed to create their unique competitive advantage through differentiation
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the boutique resort‚ residences and spa industry and provide naturally-luxurious‚ ecological‚ culture-sensitive experiences. Manage 25 resorts and hotels‚ 68 spas‚ 65 retail galleries‚ and two golf courses in 55locations in 23countries Rewarded: • • • • • • “Best Resort Hotel in Asia-Pacific” 2002 “Seychelles’ Best Resort” & “Seychelles’ Best Spa” 2003 “Best Hotel for Room” 2006 “Best Hotel (Luxury)” 2007 “PATA Gold Award – Ecotourism Project Category” 2008 “Favorite Overseas Hotel Spa – Winner”
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