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.
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