Segmenting, Targeting, and Positiong for Term Paper

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As such, age differentiates potential customers into three categories: young consumers of ages up to 20, potential clients of ages between 21 and 56, and clients older that 57. The first group of consumers is not the ideal target market, as young people rarely have sufficient money to travel and stay in luxurious hotels. The greater emphasis will be placed on the second group as its members travel and require the largest amount of accommodations. These individuals travel for both social and business purposes. The third group is less desirable than the second, but more desirable than the first. Consisting of people older than 57 years, this target market is generally represented by social trips and leads to decreased incomes as compared to the segment of people aged between 21 and 56.

The income criterion also divides the market onto three segments: the target market formed of individuals that register below medium incomes, the target market of individuals that register medium incomes and the target market of individuals who register above medium incomes. Marriott Hotels is interested in the second and third target markets.

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In a nutshell, Marriott Hotels' target market is formed of people of ages between 21 and 56, and even beyond 57, who register medium and above medium incomes.

3. Positioning

To properly position their hotels and services on the market, Marriott Hotels will emphasize on the high quality and increased standards of the Marriott services. They will also point out the numerous skills and trainings of their personnel, who is at all times available to satisfy the wide variety of needs customers might have.

A good positioning strategy will stress the needs of three different consumer categories. On the local market, Marriott Hotels will emphasize on the large number of events that can be organized and hosted within the hotel's restaurant. On the national and international markets, the hotel will point out the benefits of staying at Marriott, such as easy access to points of interest, impeccable services, wonderful view or hotel shops.

On the market of extremely wealthy customers, the hotels' marketing team will emphasize on the secluded location of the hotels, the privacy granted and the opportunity to customize.....

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