I am a self-taught college hotel management major. Please help me! The course number of the exam is 03960 Modern Hotel Marketing Planning.

1. Market opportunity: Market opportunity is the unmet demand in the market. Sometimes people call it a potential market, that is, a market that exists objectively or is about to form, but has not been recognized by people. It exists in all aspects of social life and is varied. But for a certain enterprise, only a few of the numerous market opportunities are of practical significance.

2. It is a process that enterprises divide the whole market into different consumer groups according to different consumer demands. Its objective basis is the heterogeneity of consumer demand. The main basis of market segmentation is the customer base with consistent demand in heterogeneous markets, and the essence is to seek homogeneity in heterogeneous markets. The goal of market segmentation is aggregation, that is, aggregation of consumers with the same needs in different markets. This concept has played an important role in promoting the development of enterprises.

3. Discuss open questions and answer them according to your own book knowledge.

4. Four pricing methods commonly used in cost-oriented pricing method: total cost-based pricing method, target income pricing method, marginal cost pricing method and break-even pricing method.

As for the information, you can go to the library to search for the corresponding syllabus and courseware. In fact, it is enough to have teaching materials for the self-study exam. Test questions, you can search whether there are corresponding test questions in Zhejiang (which can be used as a reference), because this is a professional course, and most provinces have not published test questions, or you can check whether the corresponding certificates have similar questions, which can also be used as a reference.