Videos

McDonald’s https://www.youtube.com/watch?v=RcRFBVIvJHw

This is a great video on how McDonald’s segments its markets.

Class Exercise

VALS survey http://www.strategicbusinessinsights.com/vals/presurvey.shtml Students can take the survey and see which one of their VALS type. Then discuss how the different VALS types could be used as a segmentation tool.

This is a online survey by Pew Research Center to find out if you share the characteristics of the average Millennial  http://www.pewresearch.org/quiz/how-millennial-are-you/.  This can be used to illustrate that it is the characteristics that determine generational behavior not age.

Have students define and describe the characteristics of a market segment for a hotel, restaurant or tourist destination.

Current Material

John T Bowen and Shiang-Lih Chen McCain, “Transitioning Loyalty Programs,” International Journal of Contemporary Hospitality Management, 27, no. 3 (2015): 415–430.

Ashtyn Douglas, “Go SoLoMo: Connecting with Your Local Customers,” business.com, January 6, 2014, http://www.business.com/online-marketing/solomo-important-marketing-technique-local-businesses/

 

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