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Essentials Of Marketing, 9/e
William D. Perreault, University of North Carolina at Chapel Hill

Marketing's role within the firm or nonprofit organization

Video Concept Case - Hilton Hotels

Watch the video for each concept case. Given the following terms, fill in the blanks for Questions 1 - 4.

target marketingchannel of distributionstrategic planning
marketing mixcustomer valuemarketing program
publicitymarketing conceptimplementation
marketing plantarget marketadvertising



1

Video 2-1 (1927.0K) Customers of Hilton Hotels know what to expect when they walk through the doors. That is because Hilton’s managers have made a science out of marketing their brand. Employing the , Hilton has conducted extensive marketing research to understand its customers. This emphasis on ensures that each Hilton location will be successful.
2

Video 2-2 (1763.0K) Marketing research also tells Hilton who their current customers are so they can be kept satisfied and coming back. Hilton’s is currently 35% corporate conventions and 30% individual business travelers. Effective and a of 450 hotels globally are the result of .
3

Video 2-3 (2044.0K) The quality product, consistent service, competitive pricing and convenient locations are some of the variables in Hilton’s . An overall is achieved by the of a detailed .
4

Video 2-4 (401.0K) has been successful in getting people to think Hilton, when they think of hotels. In addition, well-placed can deliver even greater benefits.




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