Pregrado

SESIÓN 04:
MARKETING: MARKET SEGMENTATION
 Turismo y
Pregrado
Hotelería

MARKETING: MARKET SEGMENTATION

 Turismo y
Pregrado
Hotelería

MARKET SEGMENTATION
Market segmentation is a marketing
strategy that involves dividing a
broad target market into subsets of
consumers, businesses, or countries
who have common needs and
priorities, and then designing and
implementing strategies to target
them.
 Turismo y
Pregrado
Hotelería
 Turismo y
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Hotelería

DEMOGRAPHIC SEGMENTATION
 Turismo y
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Hotelería

GEOGRAPHIC SEGMENTATION
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Hotelería

PSYCHOGRAPHIC SEGMENTATION
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Hotelería

BEHAVIORAL SEGMENTATION
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Hotelería

EXAMPLE:
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Hotelería

WHAT IS TARGET MARKET?

A target market is a group of people

with similar characteristics that a
business singles out to increase
advertising return on investment and
to maximize their product or service
value.
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Hotelería

HOW TO CHOOSE A TARGET MARKET?

Conduct Analyse the Segment the

Understand
market market market and
customer
research and competition créate effective
needs and
industry and product market
preferences
analysis pricing strategies
 Tourism and Hotel
Pregrado
Management

EXERCISE:
Read each statement carefully and encircle the letter of the correct answer.

1.- Practice of dividing your target market into

approachable groups. A. MARKET

B. MARKET
2.- Place where buyers and sellers can meet SEGMENTATION

C. TARGET
3. Group of people with some shared MARKET
characteristics that a company has identified
as potential customers for its products.
 Tourism and Hotel
Pregrado
Management

GROUP ACTIVITY:

1.- Segment the market for the following tourist destinations:

• Costa Rica
• Norway
• South Africa
• Egypt
• Colombia
• Chile

TIME: 20’
 Tourism and Hotel
Pregrado
Management

EXTENSION ACTIVITY:

Now, it’s time for you to do a report.

Read the article “Market segmentation”, then do a report that answers the following questions:

 Why is market segmentation so important for tourism?

 How important is to analyze the tourist behavior?

 Review the grading rubric to see how it is assessed.

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Sistemas

REFERENCIA

ISBN 958-04- 3665-7 DOLAN. Robert J. (1995) La Esencia del Marketing (1° Edición),
Colombia Norma.Cap.11

ISBN 978- 9972-09-440-8 Temple, Inés. Usted S.A. (2012). Cap 5 El Marketing Personal
(Sexta reimpresión). Perú. Ed. Grupo Editorial Norma.

612.8 N Sutil Martín, Lucía, (2013 ) Neurociencia, empresa y marketing,

Esic- Madrid.