Imagine that you are the Head of Marketing for Booking.com - the online accommodation and experiences booking app/business. Each of the questions below apply to this scenario. You may research this company online to inform your answers but each answer MUST be in your ownn worrds. Each question is worth 20 marks. There is no minimum nor maximum word count for each answer.

1. Describe the various target audiences that would be most likely to be customers of Booking.com.Explain their key demographics - eg age range, lifestage, income range and key psychographics - how they think and what they most want from a company such as Booking.com.

2. Explain the customer journey that these target audiences will undertake from first hearing of Booking.com to the first booking via their app then to brand loyalty - frequent use of the app.

3. Booking.com is a leading accommodation service in Australia. What are your recommendations to grow it's market share? How can they get new customers and how can they can encourage existing customers to use them more?

4. For Booking.com which is more important - new customers or existing customers? Why?

5. Look at each of the social media platforms used by Booking.com - eg Instagram, Facebook etc. What are they doing well? What could they do better?