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... 15) published an article called Towards an Integrated Approach to Hotel Planning, where one of his statements was ”A hotel cannot be all things to all people”. ... Throughout every step, the paper will discuss and examine the relevance of the above statement, “a hotel cannot be all things to all people”, and interpret the importance of the statement related to the theory found. ... 262-263) all agree that it is a marketing tool dividing a market into groups, who will all respond in various ways when being exposed to the company’s marketing mix. ... 297-298) also points out that although certain people belong to similar social classes, they might have different life-styles triggering various needs that affect the buying behaviour.
Doswell (1970) stated that “a hotel cannot be all things to all people”, and expanded on this in his article by evaluating the importance of targeting specific market segments that the company should concentrate on. ...
When relating Doswell’s (1970) statement “ a hotel cannot be all things to all people” to the theories introduced above, the author estimates that if this statement were not correct, there would be no need for market segmentation. All hotels could use mass- or undifferentiated marketing, a strategy explained by Kotler (1991, p. 262) as the first stage in the history of marketing, producing, distributing and promoting one product for all buyers, with Henry Ford and the T – Model as the best example. ... 1-5) all agree that segmentation is an important strategy in successful marketing. ... 2) is that the marketers are able to identify groups of customers with similar needs and wants, through need-based researches, but then fail in finding the actual people belonging to these groups. ...
Based on all this the author come to question if it perhaps is possible that a hotel can be all things to all people, since different sources show that segmentation is a rather complex matter, easily failing. ... Based on the latest findings, the author concludes that effective market segmentation is an absolute must within successful marketing, and this proves, in other words, that “a hotel cannot be all things to all people”.
Approximate Word count = 1785
Approximate Pages = 7.1
(250 words per page double spaced)
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