Which segmentation variables are the Marriott using to segment their market? Ensure your answer is descriptive and informative. Justify. Why is market segmentation an important step in determining the target market(s)?

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Which segmentation variables are the Marriott using to segment their market? Ensure your answer is descriptive and informative. Justify. Why is market segmentation an important step in determining the target market(s)? What specific types of data should the Marriott have in its customer database for segmentation purposes? What is target marketing strategy the Marriott using? Provide evidence to support your answer. As the Marriott builds more green hotels should it reposition its hotel brands as being environmentally friendly? Why or why not? Justify your response.

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Marriott Case.pdf
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