Instruction: Please read the mini case (reading) in your textbook (page 190) entitled “Symbiosis in Your Stay: How Hotels Leverage Their Proximity to Universities” and answer the following question(s): Imagine that you are in charge of the STP (segmentation, targeting, and positioning) strategies for a hotel chain that will be built close to Texas A&M University-Central Texas. As a marketing manager, how would you formulate the segmentation, targeting, and positioning strategy for the hotel? o The best way to answer this would be to create three headings (segmentation, targeting, and positioning) and explain your strategy under each of the heading. o When explaining your answers, make sure you use the vocabulary learned in chapter 9. Pay attention to the discussion of segmentation methods (pp. 179 – 188), Exhibit 9.7, and what ideal points to use for the perceptual map that the hotel must compete on.
