1. Identify several major categories of segmentation used by Marroitt.
Marriott decided to enhance travelers value by segmenting the market and then targeting
selected segments, each with a different brand. Then as now, Marriott was the flagship
brand. Each new brand would support Marriotts overall brand identity * a commitment to
superior customer service * and train employees to have a passion for service.
Marriotts flagship brand continues to target customers needing fine restaurants, meeting
rooms, athletic facilities, and other upscale amenities. But Marriott added seven additional
brands according to its view on market segments * Courtyard by Marriott, Fairfield Inn,
Residence Inn, TownePlace Suites, SpringHill Suites, Renaissance Hotels and Resorts, and
The Ritz-Carlton. These are they core brands that were established for serving customer
needs at different market segments.
2. Relate examples of specific services tailored to various target markets.
As we pointed out different Marriott brands, we will define now their core distinct features
and specifications. What are their functions, who are their targets, and how do they
accomplish their tasks in accordance with general Marriott corporate marketing strategy?
Marriott believed all customers require a base service level. It also believed that customers
differ in their willingness to pay for different levels of comfort and luxury. Management
also knew that many customers stay a few nights in a hotel * but a growing number, like
business people on assignment * need accommodations for several weeks. Recognizing the
varying needs of hotel customers, Marriott was the first major hotel chain to base its
strategy on market segmentation.
* Courtyard by Marriott: Target market: Designed for business travelers that are willing to
