notes

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.

3. 1. Geographic variable
2. Demographic variable
3. Geo-demographic variable
4. Psychographic variable
5. Behavioural Variable
REFER TO PAGE 170

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?