Marriott hotels recognizes that there are different groups of travelers with different needs, wants and characteristics in their choice of lodging. the process of dividing marriott's market into these groups is . market segmentationb. market positioningc. value groupingd. market mixing

A.

Explanation:

Marketing segmentation is a process of grouping the customers into number of different divisions on the bases of similar characteristics. It is a customer oriented philosophy.

A market segment consists of a identifiable group within a market. Every product is not required by everybody. Therefore marketer must group the customers on the basis of similar characteristics or uniform response to a concentrate either on one or more groups depending upon his capability instead of launching his product in the open market.

Market segmentation strategy involves dividing the market into groups, where individuals have similar needs and wants for services and products. It could also be a segmentation of people on the basis of behavior, culture and economic status.

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