TThe Virginia Beach target market is divided into two categories, final consumers and organizational consumers. Within these categories are a subset of defined market segments that include leisure travelers (families, singles without children, sports enthusiasts, the mature market) and meeting and event planners (social, military, educational, religious, etc.). Within this case are various segmentation variables used to classify potential tourists who vacation at Virginia Beach. Geographically, Virginia Beach concentrates its direct marketing efforts on prospective tourists in the Northeast region of the United States. It is important to target this region because the city’s convenient location makes it only a day’s drive for two-thirds of …show more content…
Marketers of this Bureau have used list rental strategies to identify email lists that might prove to be useful in connecting with its potential leisure travelers and meetings and convention planners, according to Spiller and Baier (2012). They have recently run a dedicated Virginia Beach email campaign with lists from WeatherBug, Orbitz, NY Times, Washington Post, and many more. But their real marketing weapon lies in its highly segmented marketing initiatives, uniquely customized and tailored to each consumer segment. Virginia Beach researches each consumer market segment’s desires and develops a series of creative messages tailored to each segment’s professed desires regarding what each group lives for in a beach vacation. After this they will place advertisements with unique website URLs created specifically for each segment in specific media channels that strategically reach each traveler segment. Once the prospective traveler visits the Virginia Beach site, he or she immediately views select web pages containing vacation information about Virginia Beach that is of specific
Armstrong, Gary, and Philip Kotler. Marketing: an introduction. 11th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2013. Print.
Terrell, E. (n.d.). Market Segmentation. (Business Reference Services, Library of Congress). Retrieved April 6, 2014, from http://www.loc.gov/rr/business/marketing/
An advertisement is a form of public writing in which the author uses writing strategies as a way to catch the attention of a reader and to persuade that reader to purchase what he or she is promoting. In order to create an effective advertisement, the author relies on the product’s credibility, uses reasons to convince the reader to buy what he/she is promoting, and attempts to appeal to the reader based on emotion. A way in which this can be achieved is through using three components of writing known as ethos, pathos and logos. As an example to illustrate how these strategies can be used as an effective method of persuasion, I have chosen to analyze an advertisement produced by a travel agency. In the ad, the author’s attempt is to use logos and pathos as his primary means of persuasion but touches on all three components of writing as a method of luring the reader into choosing Texas as the primary choice for a vacation destination. The author’s intent is to rely on this location to represent the travel agency as a source for planning the vacation.
Marketing at the Vanguard Group. In light of an evolving market, faced with new competitors, and after a careful analysis of their current customers, the Vanguard Group (hereinafter referred to as “Vanguard”) realizes it must rethink its entire marketing strategy. However, in order to protect and leverage their competitive advantage, which is their low management fees, and to optimize the loyalty that their customers continuously demonstrate toward their organization, they must now target the most profitable segment for them, and develop the best way to serve and delight these customers. SITUATION ANALYSIS Highlighted SWOT Strengths Low fees strategy - a good idea.
Companies, in the early centuries, merely existed in the form of organizations. However, the traditional form of company was reshaped during the fifteenth century, by means of a special document referred to as charters. This writing will initially provide a concise depiction on how charters provided different companies with fairly convenient privileges that led to an innovation for business development. This essay will also shed light on the first company that settled in the New World with charter protection – the Virginia Company. Furthermore, the paper will incorporate greater emphasis on this company’s significant influences toward three main aspects, its effect on business development, which started off by means of the tobacco commerce throughout the New World and Europe; the impact on colonization, which was essentially portrayed by the headright system that took shape during the seventeenth century, and its influence towards politics, fundamentally due to the creation of the House of Burgesses that provided some measurement of self-government.
Montana Mountain Biking Company has been in business for 16 years providing guided mountain biking trips at four locations in Montana. The success of the company is linked to retaining its customers. Eighty percent of the customers who sign up for the one week guided mountain biking expedition are repeat customers (University Of Phoenix, 2007). An important part of any marketing plan is to understand the customer relationship because ultimately, all profits come from the customers. The challenges facing the Montana Mountain Biking company is not only retaining customers but to attract new customers. The advances in e-marketing have given Montana Mountain Biking some alternatives to traditional marketing plans.
Technology has created a major impact on the way in which all organizations market their products and services. With the development of the internet, companies are now able to economically market themselves on a global level. Even smaller companies that were once not able to capture international business due to the cost factor can now do just that. The Washington Plaza Hotel is no exception. The hotel industry in DC relies heavily on tourism as a major part of its client base. Many of these tourists who visit the city are of foreign nationality. It is important that the Washington Plaza Hotel targets these people when marketing the company. Not only do they target the tourist but they also target the international business travelers that come to the city on business related trips. The hotel's website, which gives detailed information about the hotel's accommodations and services, can be accessed by potential customers all over the world. In addition, the Washington Plaza Hotel has teamed up with such web-based travel services like Orbitz, Expedia, Travelocity, Etc. in order to capture more of the global market. Before the existence of the internet, the global market was not easily reachable. Technology has the greatest affect on marketing for many organizations and certainly for the Washington Plaza Hotel as well as the hospitality industry itself.
McDaniel, C. & Gates, R. (2006). Marketing research (7th ed.). Hoboken, NJ: John Wiley & Sons.
Internet Marketing News and Know-How. Hotel Marketing. 18 Feb. 2011. Web. 19 Apr. 2011. .
Who is the hotel’s target market and what services do they use to attract and satisfy this market?
Armstrong G. & Kotler P. (2007) Marketing: An Introduction 8E Upper Saddle River, NJ Pearson Prentice Hall Publishers
In order to identify Air Mauritius’ target market variables such as demographic, geographic, psychographic and behavioural variables have to be covered. Air Mauritius can be considered a small aircraft company as it has a rather narrow range of planes compared to other airline companies, this is primarily due to the fact that Sir Seewoosagur Ramgoolam International Airport in Mauritius Islands cannot accommodate very large planes. However, it is not a small nor regional airline company and has flight schedules every week in continents such as Africa, Asia, Europe and Australia (O'Hanlon, 2013). Consequently it can be assumed that the target market is basically adult (age) men and women (gender) from different places all over the world who are looking for comfort and good services while travelling (benefits sought) of a medium to high status and income in order to be able to pay for all the tariff fares (psychographic). . Hence, it can be approved that Air Mauritius’ target market is scattered worldwide and cannot be really classified as they tend to market for various markets ranging from businessmen to tourists of different ages. However as Mauritius Islands are mostly known for its tourism industry, Air Mauritius is trying a new marketing strategy in order to attract more families to travel with them to Mauritius Islands for touristic reasons (4 trends in family travel for
To help these businesses, a more appropriate or better marketing plan needs to be designed. Small business internet marketing services can help businesses develop and thrive in a highly competitive market. For the highest quality internet marketing services, hiring an online marketing company to design a customized internet marketing campaign may be advantageous for some businesses (EStartup business blog and contributors, 2010). Identifying the role that marketing plays in a successful business is demonstrated by the use of two examples, the importance of developing a marketing plan, and ethical and legal issues that surround marketing practices (EStartup business blog, 2010). To be a successful business, the owner of the business should use the marketing mix and the results of market research; having identified its key audience a company has to ensure a marketing mix is created that is targeted specifically to those people.
Consumer behavior incorporates certain activities, decisions or experiences, which satisfy the needs of the consumers. It concerns all the activities that incorporate consuming, obtaining and product disposing of that precedes and carry out these actions (Darling, 2015). The Consumer behavior remains one of the important areas for research in the tourism and marketing fields in terms of travel behavior or the behavior of tourist (Rid, Ezeuduji & Pröbstl-Haider 2014). There are a few comprehensive literature reviews on the behavior of consumer typically described his injurious area with the help of the existing models or concepts of Consumer Behavior. There are exceptions in the insights of the authors who give the review about
Tourism is affected by the stakeholders with whom the destinations are established or the areas that are attempting to attract tourists. The customer stakeholder needs to seek out destinations and packages that appeal to their desires than accepting predetermined vacation packages. The stakeholder’s in the tourism industry need to work together to avoid miscommunication and enhance packages that appeal to clients requests. All the