Chapter 7: Viva Las Vegas

Chapter 7: Viva Las Vegas

1. What does the LVCVA use in segmenting its target market? Geographic and ethnic. They try to find where their customers are from and what background they have.

2. Does the LVCVA use an undifferentiated, a concentrated, or a multisegment targeting strategy? Why? Should the LVCVA be concerned with cannibalization?

They use a multisegment targeting strategy. By doing so they can focus on multiple segments of the population as their product has universal appeal to all groups but the reasons for the appeal to the product differ substantially between segments.

The LVCVA should not be concerned with cannibalization. They have nothing to lose by using a multisegment strategy and by promoting their product to various segments they would not cut into the sales of their existing products.


3. Think of the many reasons a person might want to travel to Las Vegas. Given a target market of all US citizens aged 18-75, speculate how you might segment that market by lifestyle.

Young people will be attracted to the nighlife, the sinfulness of the city, drinking and gambling. For many young people it’s a great inexpensive way to take a three to four day trip. Middle aged folks might be attracted to Vegas’ new family friendly atmosphere, romantic attractions, gambling, and shows. Older crowds would be attracted to the golfing, warm weather, shows and gambline.

All in all, there is a part of Vegas that interests almost every target market.


4. What do you think makes the LVCVA so successful?

They are selling Las Vegas! Everyone loves to go there for a multitude of reasons and the city is only getting better. They will continue to be successful as long as they continue their work to attract new customers and keep their existing ones.

Just reading this article made me want to head back there soon!