The Accor Hotel Group operates a number of hotel brands,each positioned at a different segment of the market.The luxury international hotel group trades as Sofitel;the mid-price,three-star hotel group trades as Novotel;budget-priced,two-star hotels trade as Ibis;the budget-priced,limited-service hotel group trades as Formula One;and finally an extended-stay hotel chain aimed primarily at the elderly trades as Hotelia.The Accor group is using which approach to segmentation?
A)undifferentiated
B)differentiated
C)niche
D)target
E)individual

Question

Quizplus · Accepted Answer

The Accor Hotel Group is using a differentiated approach to segmentation because they have multiple hotel brands positioned at different segments of the market. Each brand caters to a specific target market and has its own marketing mix, such as pricing, promotion, and location. This allows them to appeal to a wider range of customers with different needs and preferences.

The Accor Hotel Group Operates a Number of Hotel Brands,each