1. Market: refers to a group of consumers with
similar needs and wants. In tourism
marketing, we refer to a market as a group of
actual or potential consumers with similar
needs or wants.
Market segmentation is the way in which
companies divide a market into clearly
defined groups of buyers who share similar
needs, characteristics or behaviour patterns
and might require separate products or
marketing programmes.
2. Marketing segmentation has a role in
marketing strategy.
It helps define consumer needs and wants.
It helps define marketing objectives.
4. It allows marketers to focus on consumer
needs and wants
It helps marketers to develop an effective
marketing mix.
It helps define marketing objectives.
It enables more effective market positioning
( making sure that targeted consumers know
about an offering).
5. Developing separate market tourism offerings
is expensive.
It is difficult for the marketer to know how
accurately or how broadly to segment.
There is a tendency to appeal to markets that
are not viable.
6. Is the market segment measurable?
Is the market segment accessible?
Is the market segment substantial?
Is the market segment sustainable?
Is the market segment implementable?
Is the market segment defendable?