You are employed at a hotel near Brown University, and you want to increase the hotel's appeal to the parents of university students. How could the hotel market itself to these parents?

Answers will vary, but might include: present the hotel as a virtual extension of the school (e.g., keep sports memorabilia in the front lobby); pitch offers to parents that are valuable enough to encourage them to keep coming back for all four (or five or six)years that their students are enrolled in the school; hand out cards, preprinted with the dates of key events for the upcoming year, such as homecoming or graduation, so that parents can book their next trips well in advance; and address the customer experience in an effort to enhance customer loyalty.