Case 11
Ritz-Carlton
Discussion Questions
Chapter 7
1. What market segments in chapter 7 do you feel would be the best match for a Ritz Carlton
hotel?
Ritz-Carlton hotels are smaller luxury hotels, usually 300 rooms or less. Thus, they would not be
targeting large conventions. As a luxury hotel, the SMERF market would not be a key market for
Chapter 10
1. Explain how Ritz Carlton applies the internal marketing concepts mentioned in Chapter
10.
This case has many examples that fit with internal marketing, which the students can provide. For
example, the students can explain how Ritz-Carlton has created a service culture, through the
Chapter 15
1. You are a sales person for the Ritz-Carlton in Cleveland, Ohio. A pharmaceutical
company has contacted you about having a product introduction and information session
for a new drug. It expects one hundred medical doctors to come to the event. They are
considering your hotel and another hotel. The other hotel is an independent brand equivalent to
a business hotel such as a Marriott, Hyatt or Hilton. The bid at the other hotel is ten percent less.
Your manager has told you not to lower your price. How would you overcome the price
objection and close the deal?
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2. How does The Ritz-Carlton match up to competing hotels? What are the key differences?
The Ritz-Carlton is considered one of the
-quality customer service
for a luxury hotel like the Ritz-Carlton.