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:
- 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?
