The document provides information about Marriott International, the largest hotel chain in the world. It discusses Marriott's founding in 1927, current operations in 122 countries, and expansion in the 1980s. It then summarizes Marriott's marketing segmentation strategies for different hotel brands, target markets, price points, services, and facilities.

2. MD.Golam Mowla (41735057)
Zaed Ibrahim (41735022)
Md.Shihab Uddin (41633028)
Ridwan Rashid Rafi (41634013)
Shakhauat Hossen (41735050)

3. Geographic-
Metropolitan Cities
Behavioral-
Each Customer
Attitude
Demographics-
Financial and
Customer Status
Physiographic-
Life Style
Founder : John Willard Marriott and Alice Marriott
Founded in- 15th May, 1927
Area Covered – 122 Countries (2017)
Expansion: 1980s
Marketing Segmentation
SUMMARY OF THE CASE STUDY

4. Hotel Brand
Name
Services and Facilities Target Market
Modern Essentials, High Speed Internet,
Ample Space and other benefits of Business
travelers
Price Sensitive Business
Traveler
Modest Price( Only Inn) , Interstates and
Highways, Luxury-class Room
Benefits- Spa
Business Traveler especially
travel by car
Comfort and Affordable Family Style Vacation
Meeting Spaces, Kitchenette to dine, Suite
Space( not Feeling Bored)
Business People Worked in
Abroad
Meeting Spaces, Kitchenette to dine, Suite
Space( not Feeling Bored)
Business People Worked in
Abroad( more value Priced)
Life Style (Medium Budget) Preferred Shorter Trip
SUMMARY OF THE CASE STUDY

5. DISCUSS THE ROLE OF MARKETING
RESEARCH CAN PLAY IN HELPING MARRIOT
FORMULATE SOUND MARKETING
• Using marketing research, Marriot International already created various hotel
lines like Courtyard and Fairfield Inn which has carved out a niche for itself.
• Marketing research allows them to create different design and service level for
different customer across the world.
• Market research can prompt ways for further expansion of the market. In
particular, using marketing research it can be identified whether consumers are
willing to buy a new, alternative product or not.
• Market research can helps decide the further strategy of action in the main
market and additional areas in which they can invest and generate more revenue.

6. • Market research helps Marriot international to identify the customer preferences
and needs.
• It helps the decision makers to understand the market share of Marriot
international and take decision to improve market share.
• Market research allows decision makers of Marriot international to make plans
for future by providing necessary information about current market and
customer.
DISCUSS THE ROLE OF MARKETING
RESEARCH CAN PLAY IN HELPING MARRIOT
FORMULATE SOUND MARKETING

7. WHAT TYPE OF INTERNAL SECONDARY DATA
WILL BE USEFUL TO MARRIOTT
Internal Secondary
Data
• Reservation Details:
Top travelers or clients
Location of most visitors
clients need from the use of leisure centre or conference facilities
• Sales record or sales person:
Order status
Shift in taste
New needs

8. WHAT TYPE OF INTERNAL SECONDARY DATA
WILL BE USEFUL TO MARRIOTT
• Invoices:
Different group
Monthly sales pattern of those groups
Locations of key sales
• Customer complains:
What is the most common problem
What has been done
• Accounts data:
Sales per region or different group
Which sales group is more beneficial
Which product is most demanding
Internal Secondary
Data

9. Likert Scale
Strongly
disagree
Disagree Neither agree
nor disagree
Agree Strongly
agree
I think most people have a positive
opinion about this hotel.
1 2 3 4 5
The staff in this hotel is friendly towards
the guests.
1 2 3 4 5
This hotel has a unique image to business
travellers.
1 2 3 4 5
This hotel provided quality services in
compare to price.
1 2 3 4 5
A measurement scale with five response categories ranging from "strongly
agree" to "strongly disagree," which requires the respondents to indicate a
degree of agreement or disagreement with each of a series of statements related
to the stimulus objects.
DEVELOP LIKERT, SEMANTIC DIFFERENTIAL
AND STAPEL SCALES MEASURING CUSTOMER
PERFORMANCE

10. A 7 point rating scale with endpoints associated with bipolar labels that have semantic
meaning. In a typical application, respondents are objects on a number of itemized, 7 point
rating scale bounded at each end by one of two bipolar adjectives, such as “Friendly” and
“Unfriendly”. We illustrate this scale by representing a respondent’s evaluation of hotel
industry.Friendly 7 6 5 4 3 2 1 Unfriendly
Reliable 7 6 5 4 3 2 1 Unreliable
Modern 7 6 5 4 3 2 1 Old - fashioned
Organized 7 6 5 4 3 2 1 Unorganized
Comfortable 7 6 5 4 3 2 1 Uncomfortable
Excitable 7 6 5 4 3 2 1 Calm
DEVELOP LIKERT, SEMANTIC DIFFERENTIAL
AND STAPEL SCALES MEASURING CUSTOMER
PERFORMANCE
Semantic differential Scale

11. +5 +5
+4 +4
+3 +3
+2 +2X
+1 +1
High Quality Poor Service
-1 -1
-2X -2
-3 -3
-4 -4
-5 -5
A scale for measuring attitudes that
consists of a single adjective in the
middle of an even numbered range of
values, from -5 to +5, without a neutral
point (zero). The higher the number,
the more accurately the term describes
the objects. In this example, Marriott is
evaluated as not having high quality
and having somewhat poor service.
Stapel scales
DEVELOP LIKERT, SEMANTIC DIFFERENTIAL
AND STAPEL SCALES MEASURING CUSTOMER
PERFORMANCE

12. DEVELOP A QUESTIONNAIRE FOR ASSESSING
CONSUMER PREFERENCES FOR HOTELS
WHEN ON VACATION?
1.How frequently you go on vacation? (A) Every month (B) Once in 2 months (C) Once
in 3
months
2.Normally how long you stay on a vacation? (A) 3-4 days (B) 1 week (C) 2
weeks
3.What kind of location do you prefer for vacation time/for vacation, on what types of
location hotel would be situated? (A) Near to see (B) At a
forest area (C) On a big city
4.Will you like unique design and decoration on a hotel made for vacation?
Yes/No
5.Should the hotel have the facility of heating/cooling within the rooms? Yes/No
6.How many rooms do you need for vacation time on a hotel? (A) 1 room (B) 2/3rooms (C)
3/4 rooms
7.What kinds of quality you like on a hotel? Own opinion
8.What types of services should be provided by the hotel? Own
opinion
9.Which cost level do you expect from the hotel? (A) 2000/room (B) 5000/room (C)

13. DEVELOP A QUESTIONNAIRE FOR ASSESSING
CONSUMER PREFERENCES FOR HOTELS
WHEN ON VACATION?
10.What kind of hospitality would you like from the staffs? Own
opinion
11.May the hotel management spent on media (newspaper, TV, internet, etc.) or on services
(to make faster and more responsive) provided to its customer, for better marketing? On
media/On services
12.Should the hotel offer catering services for its customers? Yes/No
13.Is there any necessity to provide guide service for travelers by the hotel?
Yes/No
14.What is your opinion about additional activities (prayer room, baby corner, sport,
entertainment, etc.) offered by the hotel? (A) Must be offered (B) Can be
offered (C) Not so important
15.Is there any suggestion from you to run successfully the hotel? Own opinion

14. THANK YOU