Directions: Review the marketing research process in Chapter 6 as well as the following websites in ungraded activity #4 in the Learning Activities.
Read the case study at the end of Chapter 6 on Fairfield Inn by Marriott. Develop a sales program which Fairfield Inn could use to expand their sale of franchise hotel units and answer the following questions:
- What sales program might be best for Fairfield Inn to expand their customer awareness?
- What kind of marketing research would be appropriate for Residence Inns or Courtyard motels?
- Discuss how you would prepare a marketing research instrument for Marriott and their hotel systems.