今日知识点：market segmentatio

例题

Q: Discuss how market segmentation could be used to improve the profitability of a hotel.

解析

• Answers may include:  market segmentation – identify different segments within a market and target different products/services to those segments. 

• A customer-focused marketing strategy with the promise of increased sales and profitability. 

• It might lead to gaps in the market being identified and exploited. 

• Price discrimination can be used to increase revenue and profits. 

• Profitability – the ability of a business to earn a profit by increasing revenues and decreasing costs.

NOTE. Some may adopt a ‘macro approach’ and focus on the whole of the hotel being segmented such as becoming a luxury hotel. This is acceptable if appropriately discussed.

• Hotel objectives might include – growth, profitability, full occupancy. 

• Specific hotel market segments i.e. business traffic during the week, leisure traffic at weekends, special event traffic (celebrations, weddings), conference traffic, all ensuring different revenue streams. 

• Specific provision could include: luxury penthouse rooms for high-income earners, family rooms, budget rooms etc. all potentially generating higher levels of profit.

Evaluative points: increasing hotel facilities to suit different segments involves costs e.g. refurbishment, staffing, materials. Must be enough potential revenue to cover this. Depends on existing reputation / location / competition of hotel as to how successful and therefore profitable, increased market segmentation might be. Impact on decisions if say an economy goes into recession.

下面我们为大家准备了一道同类型的题目，请大家一起来试试解答。

Discuss the advantages and disadvantages to a business of using focus groups to collect market information on a new product.

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商务答案太长了啦~答案在linstitute10