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Marketing Plan Generator Hostels
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The Marketing course consists of a test and drawing up a marketing plan for W Hotels or Generator Hostels. This marketing plan resulted in a 9.6! Good luck!
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GENERATOR HOSTELSMarketing report
HM-12
May 14, 2021
Ms. Meeuwissen
Academy for Hotel & Facility
,Table of Contents
Introduction...............................................................................................................................................................3
MODULE 1.................................................................................................................................................................5
Introduction...........................................................................................................................................................5
1. Theory definition...............................................................................................................................................5
1.1 What is the service marketing mix?............................................................................................................5
1.2 What is product?.........................................................................................................................................5
1.3 What is place?.............................................................................................................................................5
1.4 What is price?..............................................................................................................................................6
1.5 What is promotion?.....................................................................................................................................6
1.6 What is physical evidence?.........................................................................................................................6
1.7 What is people?...........................................................................................................................................6
1.8 What is process?.........................................................................................................................................7
2. Application & discussion...................................................................................................................................7
2.1 Product........................................................................................................................................................7
2.2 Place............................................................................................................................................................7
2.3 Price.............................................................................................................................................................9
2.4 Promotion....................................................................................................................................................9
2.5 Physical evidence........................................................................................................................................9
2.6 People........................................................................................................................................................10
2.7 Process.......................................................................................................................................................10
3. Conclusion.......................................................................................................................................................10
MODULE 2...............................................................................................................................................................11
Introduction.........................................................................................................................................................11
4. Theory definition.............................................................................................................................................11
4.1 What is the macro-environment?.............................................................................................................11
5. Application & discussion.................................................................................................................................12
BREDA UNIVERSITY OF APPLIED SCIENCES
1
, 5.1 Importance Gen Y (1979-2001) Social-cultural & demographic...............................................................12
5.2 Digitalization & Internet social-cultural & technological..........................................................................12
5.3 increase in longevity Demographic...........................................................................................................13
5.4 Covid-19 Economic, Political & social-cultural..........................................................................................13
5.5 Going green Ecological..............................................................................................................................14
6. Conclusion.......................................................................................................................................................14
MODULE 3...............................................................................................................................................................15
Introduction.........................................................................................................................................................15
7. Theory definition.............................................................................................................................................15
7.1 Purchase-decision making process...........................................................................................................15
8. Application & discussion.................................................................................................................................16
8.1 Internal stimuli..........................................................................................................................................16
8.2 External stimuli..........................................................................................................................................17
10. Conclusion.....................................................................................................................................................20
MODULE 4...............................................................................................................................................................21
Introduction.........................................................................................................................................................21
11. Theory definition...........................................................................................................................................21
11.1 What is market segmentation?...............................................................................................................21
12. Application & discussion...............................................................................................................................21
12.1 Demographic segmentation....................................................................................................................21
12.2 Psychographic segmentation..................................................................................................................24
12.3 Geographic segmentation.......................................................................................................................25
13. Conclusion.....................................................................................................................................................25
MODULE 5...............................................................................................................................................................26
Introduction.........................................................................................................................................................26
14. Theory definition...........................................................................................................................................26
14.1 What is value?.........................................................................................................................................26
15. Application & discussion...............................................................................................................................28
BREDA UNIVERSITY OF APPLIED SCIENCES
2
, 15.2 Short-term...............................................................................................................................................28
15.3 Long-term................................................................................................................................................29
16. Conclusion.....................................................................................................................................................29
Reference list...........................................................................................................................................................30
INTRODUCTION
BREDA UNIVERSITY OF APPLIED SCIENCES
3
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