Abstract
The Concept of Marketing is based on the Premise that Firms Should Determine Consumer Wants and Needs Before Designing Products and Services. This Consumer-Orientation Results in Greater Demand for a Firm's Products and Services and Higher Levels of Customer Satisfaction after the Purchase. Marriott International Followed This Approach in Developing their Courtyard and Residence Inns Hotels. for Example, the Courtyard Concept is Supposed to Attract Business Travelers and Transient Customers Who Do Not Really Like Staying at Hotels (Wind Et Al, 1992; Hart, 1986). the Researchers Recruited Individuals for Focus Groups Representing These Two Market Segments to Determine the Hotel Attributes that Were Most Important to Them. Next, a Tradeoff Analysis Was Performed on a Larger Sample of People from the Target Groups to Determine the Utility, or Value, Placed on Each of the Attributes and its Possible Level. the Final Result of This Study Was the Concept of a Hotel that Would Have a High Level of Appeal to the Target Markets, Created using Consumer Inputs.. the Hotel Possessed All of the Attributes that Were Important to the Target Market in Adequate Levels, at a Price They Were Willing to Pay.
Recommended Citation
Bojanic, D. (2009). Hospitality Marketing Mix and Service Marketing Principles. Handbook of Hospitality Marketing Management, pp. 59-84. Routledge.
The definitive version is available at https://doi.org/doi/10.4324/9780080569437.ch3
Department(s)
Business and Information Technology
International Standard Book Number (ISBN)
978-008056943-7;978-008045080-3
Document Type
Book - Chapter
Document Version
Citation
File Type
text
Language(s)
English
Rights
© 2023 Routledge, All rights reserved.
Publication Date
04 Nov 2009
