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Market Segmentation and Target Marketing

Market Segmentation and Target Marketing

TOPIC 1: Market Segmentation and Target Marketing PROMPT: Choose Topic 1 or Topic 2. This case study discussion is about accessible tourism. Formulate a response responding to the specific questions below rather than those within the case study.  Review this case study: Monterrey, Mexico Case Study

  • Describe the broad “tourists with disabilities” segment provided in the case study.
  • Based on the information provided, what are the benefits for Monterrey to marketing to tourists with disabilities?
  • Name two potential subsegments with the broad tourists with disabilities segment that Monterrey might choose to target.
  • What is the best approach for marketing to the subsegments you have identified? Why?
  • Should Monterrey prioritize domestic or international tourists with disabilities?
  • Is “tourists with disabilities” still the best descriptor for marketing to this community or is another term preferred?

Disabled businessman talking through mobile phone while looking at bag on bed in hotel room.Adie Bush / Cultura / Getty Images   TOPIC 2: Target Market Characteristics PROMPT: Choose Topic 1 or Topic 2. This case study discussion is about lesbian/gay/bisexual/transgender (LGBT)-friendly tourism. Formulate a response responding to these specific questions below rather than those within in the case study.  Review this case study: Richmond, VA Case Study

  • Describe the LGBT tourists segment that Richmond has used in the past provided in the case study.
  • Based on the information provided in the case study, what are the benefits for Richmond to marketing to the LGBT community?
  • Name two potential subsegments within the broad LGBT tourists segment that Richmond might choose to target.
  • What is the best approach for marketing to the subsegments you have identified? Why?
  • Is the LGBT market attractive enough to justify an extended marketing campaign for Richmond? Why or why not? What more do you need to do or know to answer this?
  • Is “LGBT” still the best descriptor for marketing to this community, or is another term preferred?

Older black woment walking by the beach.PeopleImages / E+ Collection / Getty Images  TOPIC 3: Segmentation and Compatible Target Markets PROMPT: Can a target market be identifiable, sizeable, stable, and accessible, but not consistent with the brand? Explain and provide an example.


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