Hospitality Marketing

Lesson 02
 The Marketing Environment
Microenvironment – The actors close to the
company that affect its ability to serve its
customers

Macroenvironment – These forces represent

“non-controllable,” which the company must
monitor and respond to because these shape
opportunities and pose threats to the company
Microenvironment
Macroenvironment
3 Cs and 4 Ps of Marketing
Segmentation,
Targeting,
and
Positioning
Market segmentation
Dividing a market into distinct groups with distinct
needs, characteristics, or behavior who might require
separate products or marketing mixes
 
Target marketing
The process of evaluating each market segment’s
attractiveness and selecting one or more segments to
enter
 
Market positioning
Arranging for a product to occupy a clear, distinctive,
and desirable place relative to competing products in the
minds of target consumers
 Segmenting Consumer Markets
1. Geographic segmentation – Dividing a market into different
geographical units such as nations, states, regions, counties, cities or
neighborhood
 
2. Demographic segmentation – Divides the market into groups
based on variables such as age, life cycle, gender, income,
occupation, education, religion, race, generation and nationality

3. Psychographic segmentation – Divides buyers into different

groups based on social class, lifestyle or personality characteristics
 
4. Behavioral segmentation – Divides buyers into groups based on
their knowledge, attitudes, uses, or responses to a product
Segmenting Business Markets
Business buyers can be segmented geographically,
demographically (industry, company size), or by benefits sought,
user status, usage rate, and loyalty status. Yet, business marketers
also use some additional variables, such as customer operating
characteristics, purchasing approaches, situational factors, and
personal characteristics
 
 
Segmenting International Markets
Different countries, even those that are close together, can vary
greatly in their economic, cultural, and political makeup
International markets can be segmented by geographic
locations, economic factors, political and legal factors and cultural
factors
Requirements for Effective Segmentation

• Measurable
• Accessible
• Substantial
• Differentiable
• Actionable
 Graded Activity
Identify the different segments for Mc Café (Mc
Donalds) ATC Branch
Identify their target market
How did they position Mc Donalds as a brand?