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