Segmenting and Targeting Your Market: Strategies and Limitations
Loading...
No Access Until
Permanent Link(s)
Collections
Other Titles
Author(s)
Abstract
[Excerpt] Almost any marketing textbook will tell you that the key to successful marketing can be summed up by the STP strategy—that is, segmentation, targeting, and positioning. This approach suggests that the mass market consists of some number of relatively homogeneous groups, each with distinct needs and desires. STP marketers attempt to identify those market segments, direct marketing activities at the segments which the marketers believe that their company can satisfy better than their competitors, and position their product offering so as to appeal to the targeted segments. Undoubtedly, your hospitality firm uses some form of this approach.
Journal / Series
Volume & Issue
Description
Sponsorship
Date Issued
2011-01-01
Publisher
Keywords
Cornell University School of Hotel Administration; hospitality management; hospitality industry; customer services; market analysis
Location
Effective Date
Expiration Date
Sector
Employer
Union
Union Local
NAICS
Number of Workers
Committee Chair
Committee Co-Chair
Committee Member
Degree Discipline
Degree Name
Degree Level
Related Version
Related DOI
Related To
Related Part
Based on Related Item
Has Other Format(s)
Part of Related Item
Related To
Related Publication(s)
Link(s) to Related Publication(s)
References
Link(s) to Reference(s)
Previously Published As
Government Document
ISBN
ISMN
ISSN
Other Identifiers
Rights
Required Publisher Statement: © Wiley. Final version published as: Lynn, M. (2011). Segmenting and targeting your market: Strategies and limitations. In M. C. Sturman, J. B. Corgel, & R. Verma (Eds.), The Cornell School of Hotel Administration on hospitality: Cutting edge thinking and practice (pp. 353-369). Hoboken, NJ: Wiley. Reprinted with permission. All rights reserved.
Rights URI
Types
article