Mkt Essay 5 Bill Tutor

Unit Five Case Analysis

Read the CASE ANALYSIS  on “Marriott: Marketing Research Leads to Expanded Offerings”.

 Write a 2.5 Paper in APA format (Not including abstract and conclusion)

12 point Times New Roman font

Please cite the sources within the essay, and use the sources in the article. Will need at least 1-2 other sources to support your argument.

Below is a recommended outline.

1. Cover Page (See APA Sample paper)

2. Introduction a. A thesis statement

b. Purpose of paper

c. Overview of paper

3. Body a. Discuss the role of qualitative research in helping Marriott further penetrate the non- business- travelers segment in the United States.

b. Assume the respondents be segmented based on their evaluations of hotels on quality, price, service, amenities, comfort, and convenience? How many segments should there be? How would you prepare the data for inclusion into the marketing research report?

c. What charts and graphs would you use in preparing a report for Marriott?

4. Conclusion – Summary of main points a. Lessons Learned and Recommendations

5. References – List the references you cited in the text of your paper according to APA format.

(Note: Do not include references that are not cited in the text of your paper)