Venture through the pages of How Consumers Pick a Hotel to learn the steps of selecting a target and using consumer behavior applications to segment the market to reach your target. Much as a consumer goes through the process of selecting a satisfying hotel, you can choose to use the information provided in How Consumers Pick a Hotel to make your hospitality career relaxing and satisfying. When you finish this fantastic reading journey, you'll be prepared to offer services that meet the public's demands, and you'll possess the prerequisite knowledge and skills for developing your own strategic approach to a target market. As the many methods of segmentation are discussed in detail, you will also learn effective strategies for communicating with multiple segments.

Contents
Preface

• Part I. Getting Ready
• Chapter 1. "How Do You Pick a Hotel?": A Brief Look at Consumer Behavior
• Chapter 2. Strategic Planning and Implications
• Part II: Segmentation Strategies
• Chapter 3. Physical Attribute Segmentation
• Chapter 4. Behavioral Attribute Segmentation
• Chapter 5. Industrial Segmentation
• Part III: Translating Segmentation in Marketing Strategy
• Chapter 6. What Now?
• Chapter 7. Perceptual Mapping
• Chapter 8. Marketing Communications
• Chapter 9. Finally: Which Segmentation Technique?
• Appendix: Case Applications of Segmentation
• Introduction to the Cases
• Case 1: VALspeak and an Organization's Culture
• Case 2: Typing Focus Groups for Product/Service Design
• Case 3: A Proprietary Segmentation Scheme
• What Do the Cases Tell Us?
• References
• Index

William Winston, Dennis J Cahill