Market Segmentation and Branding in the Hotel Industry

Seminar paper from the year 2003 in the subject Tourism - Miscellaneous grade: 13 (A) University of Applied Sciences Worms (Tourism) course: WS 2003 language: English abstract: In today´s market place managers are constantly seeking to find the best ways to reach and serve their customers. Market segmentation dividing the market into submarkets and branding products and services plays a major part in marketing activities.Globalization is one of words used nowadays to describe the convergence of cultures. Cultures are believed to move closer together as a result of increased travel better communication methods and enhanced transportation opportunities. Companies try to anticipate this change by offering standardized products to a global audience. Cultural differences are a logical barrier to standardization of the marketing strategies on a global scale. However even on a national scale there are many different types of consumers who need to be treated differently. Market segmentation plays a major part in marketing as all marketing activties depend on precisely defined and carefully choosen market segments.