ABSTRACT
Most forms of mass marketing are dead (Kotler 1989; Datta 1996). Market segmentation has become the paramount thing for every organization to do because of the global and fast-changing competitive business environment and change in consumer preferences. More customers want variety and choices of products to purchase and consume. Having a good product is a good thing, but it is better to have the ability to market it. Thus, knowing who, what, where, when and how customers purchase has become central to top management and strategic planners. An organization that wants to keep its customers should start building an ongoing learning relationship with each customer. This chapter focuses on how to segment, target and position the hospitality market.
