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Marriott: Marketing Research Leads To Expanded Offerings

Avery Polchinski

University of Mary Hardin-Baylor

Marriott: Marketing Research Leads To Expanded Offerings

1. Since there are many different people that want a certain type of hotel, market research can help separate these segments and meet the desires of the Marriott’s customers. According to the case study, the market research Marriott’s team used was focus groups and surveys to, “obtain information…regarding their behavior, intentions, attitudes, awareness, motivations, and demographic, and lifestyle characteristics.” (Malhotra, 2015). The role of market research helped Marriott “implement segmentation by optimizing [their] products/ services for that segment,” meaning they segmented the different types of people and made their hotels specifically for each segment. (USC, 2010).

2. The management decision problem would be something along the lines of should the marketing campaign to the non-business travelers segment be increased or changed? This would be the marketing decision problem because it “framed from the perspective of what should be done.” (Malhotra, 2015). In this case, your marketing campaign might need to be changed because when you are marketing to all the market as a whole, “it becomes impossible cumbersome to work with more than a few at a time,” because one segment might think of your marketing different compared to another. (USC, 2010). However, the non-business travelers segment of your customers might enjoy how Marriott market’s their customers, which means they need to increase their marketing campaign.

3. The marketing research problem would be to determine how the non-business travelers perceive the advertisements and marketing of Marriot. By knowing this, it “will directly help the decision maker to address the management decision problem.” (Malhotra, 2015). By knowing this data, you can determine whether or not you should increase or change the marketing...