VIVA LAS VEGAS

INSTRUCTIONS – Read the following case and answer the questions that follow. Remember to support
your answers with evidence from the case.
Viva Las Vegas
QUESTIONS
1. What bases ( geographic, psychographic, demographic, behavioral) does the LVCVA use for
segmenting its target market? Support your answer with evidence from the case.
2. Does the LVCVA use an undifferentiated, a concentrated, or a multi-segment targeting
strategy? Why?
3. Think of the many reasons a person might want to travel to Las Vegas. Given a target market
of all U.S. citizens aged 18 to 75, speculate how you might segment this market based on
lifestyle.
4. What makes the LVCVA so successful?

 

Viva Las Vegas

What base (geographic or psychographic, as well as demographic and of behavior) do the LVCVA employ?

for segmenting its market?

The LVCVA employs geographic, demographic psychographic, as well as user-rate bases to

Segment its market. It takes into account demographics such as age when it identifies its target market.

Above 18 as seen in their commercials featuring young professional males, senior couples,

and business professionals. Business and professional people. LVCVA will also take into account the average income of a particular region and life style

choices. It identifies, for instance, Atlanta as well as Port Oregon as possible markets because of their

median household income as well as the people’s propensity to gamble. The LVCVA also is a target for

major ethnic groups. It will be evident from their advertising which clearly focus on Asian Americans

(older Asian woman trying to modify the note), African Americans (a bachelorette party with African

American women) and Hispanics (the Spanish commercial appealing to their preferences for

Family or group activities on holidays).

In addition, it employs psychographic segmentation in order to attract people who have a certain

such as gamblers and develop relations with organizations like that of National Coalition of

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