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Full-Text Articles in Sales and Merchandising
Reaching An Underserved Wine Customer: Connecting With The African American Wine Consumer, Rhonda Hammond, Sandra Sydnor, Eunjoo Kang
Reaching An Underserved Wine Customer: Connecting With The African American Wine Consumer, Rhonda Hammond, Sandra Sydnor, Eunjoo Kang
Hospitality Review
Marketing strategies addressing underserved African American wine customers’ needs that also positively impact producers’ and retailers’ clientele was the impetus for this exploratory, qualitative paper. African Americans demonstrate a thirst to elevate their education about and be more involved in the wine industry as evidenced by the proliferation of African American wine-tasting groups designed to help educate and expose their membership to a variety of wines. Moreover, compared to the average adult, African-American wine drinkers are 241% more likely to have spent $20 or more on a bottle of store bought wine (Arbitron, 2005). Despite African Americans’ representation as one …
Competitive Marketing Strategy: A Best Practices Examination Of Convention Hotels In San Francisco, Jennifer Hardy
Competitive Marketing Strategy: A Best Practices Examination Of Convention Hotels In San Francisco, Jennifer Hardy
Recreation, Parks, and Tourism Administration
The expansion of convention hotels in metropolitan areas has been steadily increasing in recent years. This expansion causes competition between hotels in the same market. The purpose of this study was to examine the best practices for competitive marketing strategies used by convention hotels in San Francisco. The hotels studied were: Westin St. Francis, Fairmont Hotel, Ritz-Carlton, and Four Seasons. These organizations were analyzed based on several questions developed by the researcher. Data were collected from organizational websites and social media pages. The results demonstrate that the companies use many similar marketing practices. In order to market themselves more competitively, …