Discussion

 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?  

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?   

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.