Title: Analyze market segments and the marketing mix to increase market share.
Course: Lodging Management (12159) > Section: Examining Marketing and Public Relations Functions in the Lodging Industry

Analysis should include

- examining the needs of market segments such as
  - corporations
  - government
  - SMERF
  - associations
  - tour groups
  - leisure travelers

- identifying the marketing mix, based on the lodging's evaluation of potential income from each segment
- determining the seasonality of each segment
- identifying niche markets, based on trends and local attractions.

Process/Skill Questions:

- How do the buying decisions of a corporate traveler differ from those of a leisure traveler?
- How is the concept of right rate, right time explained?
- How does the marketing mix affect revenue per available room (RevPar)?
- How do shifts in the marketing mix affect a lodging's revenue potential?
- Why is it important to track actual room pick-up for groups, corporate travelers, and leisure travelers?
- How does the marketing mix differ within each market segment?
- What rates are corporate, government, and SMERF markets willing to pay?
- Who in the company is responsible for adjusting rates and attracting and maintaining a client base?
- How are market shares maintained? How does a market share grow?