Business Marketing

Marriott's Sales and Marketing strategy generates strong brand preference by four different catagories:

The Strongest and Most Cost-Effective Distribution Systems
Strong Customer Knowledge and Relationships
Innovative Strategies and Programs
The Industry's Most Preferred Loyalty Program

SEGMENTING AND TARGETING MARKETS

In the pursuit of continued growth, Marriott continued to diversify its business. The 1982 acquisition of Host International made it America's top operator of airport food and beverage facilities. Over the course of the following three years, Marriott added 1,000 food service accounts by purchasing three food service companies, Gladieux, Service Systems, and Saga Corp. Determining that its high penetration in the traditional hotel market did not offer many opportunities for growth, the company initiated a segmented marketing strategy by introducing the moderately priced Courtyard by Marriott hotels in 1983. Moderately priced hotels comprised the largest segment of the U.S. lodging industry, a segment filled with established competitors such as Holiday Inn, Ramada, and Quality Inn. Research conducted by Marriott registered the greatest consumer dissatisfaction in the moderately priced hotels, and Courtyard hotels were designed to offer travelers greater convenience and amenities, such as balconies and patios, large desks and sofas, and pools and spas.

Developing and Managing Products

Marriott's main product would be its service to thier customers. Marriott takes thier time in making sure their customers have the best services to offer. Marriott offers the employee extensive training to ensure that the company keeps up with the compettitors out there. Right now Marriott Hotels are in first place for customer satisfaction. Also providing specials such as reward points and holiday specials customers are sure to stay loyal. Keeping the company fresh with new ideas will turn out to great revenue as well.

Holiday special

This season Marriott has decided to offer families and friends across the world a stay at a participating Marriott Hotel for as little as $89 starting. Want to visit some family and worried it will be too expensive? Count on Marriott for a pleasurable stay at a low rate.

Integrated Marketing Communications

For many years Marriott has served a broad variety of different customers. Over the year Marriott learned from many different people, no matter where in the world you are from or what purpose you have come to the Hotels or Resorts, they will be there for your every need. Marriott has made changes over the years in every way to satisfy the customers needs and wants. From vacationing needing time to sit back and relax to extended stays due to business. For every customer there is a Marriott for you.



Marriott is a growth company outside the U.S. Thirty-eight percent of all full service hotels are now open outside the U.S. and the growth in international distribution is aggressive and fast. They are expanding into new markets where Marriott is not known. It is important to understand the environment, media market and consumers in those markets to succeed as a new entrant.

Product Concept

Brand name is that part of the brand that can be spoken, including letters words and numbers.
Marriott^® Hotels & Resorts is the most trusted name in hotels with its consistent quality and its genuine care. For business, leisure, or group events, Marriott Hotels & Resorts is at your service to ensure your success by providing business centers, concierge, room service, and more. Whether you are going across the state or across the globe Marriott will be well known and worth the stay just by hearing the brand name.

Pricing Concepts



When Marriott Hotels sets their prices for their services they are thinking in the best interest of their customers as well as also keeping in mind the importance of the profit to stay in business. Marriott structured themselves with the ability to charge the "reasonable price" for the service being provided and make a profit that would reflect on better tomorrows for the company. Pricing is very important to any company considering there will always be competitors where you can pay less for the same type of service. So when you provide outstanding service customers realize the cost may be higher for the quality services they are being provided. Most customers see the value of the good or service through the price and by the information research. If the price is too high they might want to shop around. But if they have done their research and know the quality of the service or good then they will not mind paying more for it.