Question 2 As highlighted in the case, there has been \"overwhelming inquiries\"
ID: 419701 • Letter: Q
Question
Question 2 As highlighted in the case, there has been "overwhelming inquiries" from many companies for the meeting and conference facilities as well as the ballroom in Genting Hotel Jurong. (a) Using information in the case together with your understanding of marketing and consumer buying behaviors, explain how the business-to-business (B2B) markets are different from the business-to-consumer (B2C) markets for the hotel. (20 marks) (b) Explain how the segmentation variables could have been used by Genting Hotel Jurong to profile both business-to-business (B2B) AND business-to-consumer (B2C) customers (20 marks) (TOTAL: 40 marks)Explanation / Answer
a) B2B and B2C markets for Hotels: In the hospitality industry, few aspects are the most important than others such as experience scores way higher than the price for order winners. The level of comfort, hassle-free services are the other aspects which can differentiate one property from other.
In the hospitality industry, the B2C market is majorly driven by a perfect mix of price and experience. However, the high-end luxury hotel segment does not bother about prices much but the experience is what matters the most.
The B2B market is a bit different in this industry, they look for convenience. The hotel has 5 meeting rooms and a 300 capacity ballroom, which makes it prime choice of the companies to hold the important top-level meetings with the stay in the super luxury resort.
b) The segmentation Variable for the B2C market is definitely the pricing of different type of accommodation, however, hotel management can offer special discounts to the frequent travelers can offer tour packages to segment them further.
The segmentation Variable for the B2B market is going to be the number of guests from one particular corporate for the particular event, as they have 5 meeting rooms, most probably the capacity of each meeting room is different from others so as they can accommodate better.
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