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Marriott Hotels - Research Paper Example

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Name Date Course Section/# Two Key Demographics: An Interpretation of Marketing Strategy One of the most effective means for a business entity to increase its overall level of sales and integration with the consumer market is to seek to differentiate its consumer base between key demographics…
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Marriott Hotels
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Download file to see previous pages For purposes of this brief analysis, too specific to the graphics will be analyzed with relation to formulating a marketing strategy more appropriate to the needs of Marriott Hotel group. Within this analysis, the age groups of 18 to 29 as well as 61 to 75 will be analyzed. The ultimate rationale for picking these two demographic groups is with regards to the fact that the age group between 61 to 75 represents nearly the entire non-business travel and client base that hotels receive in any given year. Similarly, it is necessary to examine the 18 to 29-year-old demographic so that the marketing strategy will not be unnecessarily/unduly focused upon the needs of a much older demographic. Likewise, it is the hope of this author that through a distinct analysis of all of these groups, the marketing strategy which will be formulated will be more able to target specific needs, weaknesses, and strengths that exist with respect to each group. Firstly, with regards to the expectations that 61 to 75-year-old age group integrates with, it is been the understanding of the research that has been performed that the level and extent to which services within the hotel experience are made available are one of the primary determinants for whether or not the experience was ultimately positive or ultimately negative (Borrus 36). Whereas this is not to say that the quality and extent to which services are offered within other age groups and demographics are not the value, it merely underscores the fact that within the specific age group a level of expectation has come to exist with regards to the way in which stakeholders within the hospitality industry will seek to go above and beyond as a means of maintaining a valued customer relationship with some of their most frequent visitors. Naturally, when engaging with an older demographic such as those between the ages of 61 to 75, it is also necessary and has been referenced from the research that this particular group places a high emphasis on the representation of an on staff concierge (Cook 155). Whereas other younger demographics might not require such services due to the pervasive level of the Internet and the readily available information that it provides, this particular older demographic still relies upon in greatly values the existence of a concierge within the hotels in which they stay. This preference and reality must necessarily inform the marketing strategy of the firm as a means not only of saving many of the concierge positions and not letting them fall victim to cost-cutting but also as a means of marketing specifically to this particular demographic. Whereas it is always been necessary for a hotel chain to update and renovate on a regular basis, with respect to the youngest in a graphic which will herein be analyzed, that of the ages between 18 to 29, this demand is of vital importance and preference (Brier 28). As a function of the research which is been performed, the author has noted that this particular demographic places a high level of emphasis and preference with regards to how modern and technically up to date a given hotel might be. Whereas all demographics place a high level of importance upon cleanliness, friendliness of staff, location, and level of services offered, the younger demographic places the most emphasis on the aesthetic values combined with the chic factor. Moreover, as one might expect, the overall level of ...Download file to see next pagesRead More
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