Explain segmentation and why it$$s important in marketing.

Identify the types of market segments.

Describe the four bases for segmentation.

Discuss the differences between the two approaches used to identify market segments.

Say you$$ve got a friend who is an entrepreneur. They make the best software, wine, or whatever, that the world has ever seen. They are certain that everyone will like their new product, so they think your idea about segmentation is not necessary. How can you convince them and help them with their business?

What variables would be useful to segment visitors to your city$$s public aquarium?

How might you obtain data to segment visitors to your city$$s public parks, by day of week and time of day? What would you expect to find?

Who do you suppose is the ideal customer segment to target for donations to: $($a$)$ American Cancer Society? $($b$)$ Your university? $($c$)$ World Relief Fund?

Mini$-$Case $3$: Health Cae Tourism: This case explores using segmentation information to make marketing decisions.

Please search for information regarding Healthcare Tourism and then answer the associated discussion questions.

Which kind of hotel manager do you agree with$$the ones that do not wish to limit themselves given their business is good for all three segments of travelers, or the London firm and its approach, thinking about segments of patient$-$customers? Why?

If you wish to follow the first strategy $($all customers could benefit$),$ what would your marketing communications be to the end$-$user patient$-$customer? If you followed the second strategy, what would your marketing communications be like?

Which of the three segments do you think would be most attractive and profitable to the London hotelier? Why?

If you were based in London, which country would be the first you would approach to develop such relationships? If you were based in Paris, which countries would you approach for your network inclusion? If you were in Houston? Rio? Why?