Choose a hotel in your city and describe some of the market segments that the hotel targets at. What variable(s) did the hotel use to segment its overall market?
Hotel “….” Address:…..
Base for Segmentation
Examples
Geographic variables
Demographic variables
Psychographic variables
Behavioral variables
Unit 7 Sales Promotion
Sales promotion is about short-term incentives to encourage the purchase or sales of a product or service. There are two main kinds of promotional strategy: push promotions and pull promotions.
A push promotional strategy is the company makes use of its sales force to create consumer demand of a product. Push promotions include: Point-of-sales (POS) displays, cooperative advertising, advertising materials, traditional and electronic collateral material, and convention and owners’/managers’ meeting.
On the other hand, pull promotional strategy is that the company needs to spend a lot on advertising to build up consumer demand for its product. Pull promotions include sampling, price reduction promotions, coupons combination offers or bundling, premiums, contests and sweepstakes.