Room for improvement: when Tenaya Lodge lost its star attraction, the resort turned to its customer database to keep its guest rooms full
Article Abstract:
Tenaya Lodge, a resort located two miles outside of California's Yosemite National Park, was able to attract business when the park was closed from Nov 1995 to Jan 1996 due to a federal budget impasse. The resort used software developed by DataDesigns to consolidate customer information. The lodge was able to determine where its customers originate and for what reasons their customers visit. Such information enabled the resort to tailor their marketing efforts to their main markets in California.
Publication Name: Marketing Tools
Subject: Advertising, marketing and public relations
ISSN: 1076-4879
Year: 1997
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Culture shock: when it comes to marketing to ethnic populations, what you don't know can hurt you
Article Abstract:
Marketers targeting ethnic markets should be aware that these markets are different from the US market. In addition, ethnic markets within the US are also different. Marketers should never assume that what works in the general market will work for ethnic markets. Target marketing in ethnic markets involves researching the sensitivities of a particular ethnic market by studying the customs, language and tastes of the group.
Publication Name: Marketing Tools
Subject: Advertising, marketing and public relations
ISSN: 1076-4879
Year: 1998
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The lost generation: Sony couldn't move its car stereos until it relearned the first law of marketing: know thy customer
Article Abstract:
Sony Mobile Electronics began marketing its Autosound systems in the US in 1979 by concentrating on reliability when the core market was males between the ages of 16 and 29. As a result, the company was seventh in market share in 1989. A better understanding of its customers through interviews with them and Autosound dealers has propelled the company to number two in the industry in 1996.
Publication Name: Marketing Tools
Subject: Advertising, marketing and public relations
ISSN: 1076-4879
Year: 1997
User Contributions:
Comment about this article or add new information about this topic:
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