Title: Examine market segments within the lodging industry.
Course: Lodging Management (12159) > Section: Examining Marketing and Public Relations Functions in the Lodging Industry

Examination should consider the criteria used to determine the viability of targeting various market segments such as

- business travelers
- transient travelers
- leisure travelers
- social, military, education, religious, and fraternal (SMERF) travelers
- seasonal travelers
- lodging tiers.

Process/Skill Questions:

- Why is segmentation important for effective marketing?
- What are the benefits and limitations of market segmentation?
- How is segmentation used to target key publics?
- Why should marketing messages vary by audience?
- What are ways to reach these travelers and their events?
- Why is it important to focus on individual and group travel?