| Article ID: | iaor2008763 |
| Country: | United States |
| Volume: | 1 |
| Issue: | 1 |
| Start Page Number: | 79 |
| End Page Number: | 100 |
| Publication Date: | Jan 1992 |
| Journal: | Journal of Food Products Marketing |
| Authors: | Linneman Robert E. |
| Keywords: | hotels |
A Marriott hotel used to be a Marriott hotel: an upscale hotel catering to business, pleasure, international, and group travelers. Today, besides the Marriott hotels (the company's major business), there are Marriott Suites, Residence Inns by Marriott, Courtyards by Marriott, and Fairfield Inns. Each serving a smaller, targeted segment of the market. An American Express card used to be just green. There's still a green card (the firm's major business). But now there is also a gold card. A corporate card. And a platinum card. And an Optima card as well. Again, each targeted toward a unique market. Campbell Soup decentralized much of its marketing planning. It set up 22 regions in the United States so that it could tailor products and marketing programs to meet the unique demands of these regions.