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Market segmentation is dividing up the market into different groups according to their common characteristics. LM may segment their market according to age group, income group, lifestyle etc. By segmenting their market they can then match the groups to the types of product or sevice on offer at LM. Unfilled markets may emerge from this which could potentially lead to improved future profits.
Consumer profiling is builidng up a quantified picture of a company's customers showing the proportions of young to old, men to women, and so on. By fully understnading who their cusotmer actually are, LM can better identify their customer needs and therefore improve the products and services they offer according to these needs. In thel ong run, this improved service can only help to further improve LM's reputation as a quality holiday destination.
can use to (6)
23c) Construct a suitable marketing mix for eco-tourism (8)
24) What is social marketing? HL (2)

(Role of marketing, marketing planning, product, place, promotion, price, international marketing, e-commerce)
23a) Analyse the usefulness of market segmentation and consumer profiling for LM (4)
Market segmentation is dividing up the market into different groups according to their common characteristics. LM may segment their market according to age group, income group, lifestyle etc. By segmenting their market they can then match the groups to the types of product or sevice on offer at LM. Unfilled markets may emerge from this which could potentially lead to improved future profits.
Consumer profiling is builidng up a quantified picture of a company's customers showing the proportions of young to old, men to women, and so on. By fully understnading who their cusotmer actually are, LM can better identify their customer needs and therefore improve the products and services they offer according to these needs. In thel ong run, this improved service can only help to further improve LM's reputation as a quality holiday destination.
23b) Evaluate different methods of market research that Les Maisonnettes can use to (6)
23c) Construct a suitable marketing mix for eco-tourism (8)
27) Use the BCG matrix to suggest suitable strategies for Les Maisonnettes’s product portfolio. (6)
{BostonMatrix.jpg}
line 49-50)
Activities:
Activities: provide a activities provided.
Restaurant: in order to increase market share increased marketing should be applied such as advertising at the airport or in general tourist areas. Another possible way to improve market share would be to make the restaurant differentiated from others by providing unique services such as allowing customers to select the vegetables for their food from a farm – thus providing a unique experience for the customer.
28) Discuss the costs and benefits of e-commerce to Les Maisonnettes (6)

To access the French eco-tourism website mentioned on line 42 click here: ecotourisme
To access the visual PowerPoint click here: {les_maisonnettes_Power_point.ppt}
UPDATED RESOURCES: APRIL 2009.
To access another SWOT click here: {LM_SWOT_Analysis.doc}
To access another PEST click here: {LM_PEST_Analysis.doc}
click here: {HRM_at_LM.ppt}
To access a PowerPoint on Marketing click here: {LM_Marketing.ppt}
To access a PowerPoint on Finance click here: {LM_Finance.ppt}
This paper comprises 40% (HL), 35% (SL) of your grade
Duration of Paper 1

To access the French eco-tourism website mentioned on line 42 click here: ecotourisme
To access the visual PowerPoint click here: {les_maisonnettes_Power_point.ppt}
To access another SWOT click here: {LM_SWOT_Analysis.doc}
To access another PEST click here: {LM_PEST_Analysis.doc}
To access a PowerPoint on HRM click here:
This paper comprises 40% (HL), 35% (SL) of your grade
Duration of Paper 1