. One of the reasons that Virginia Beach has such successful tourism results is due to its use of highly segmented marketing strategy. Virginia Beach marketing utilizes demographic, geographic, and behavioral segmentation to reach their target markets. The use of behavioral segmentation is especially vital to appeal to the various lifestyles of their targets. These targets span a wide range and include singles without children, families, sports enthusiasts, and mature consumers. I think another segmentation variable that would be useful to Virginia Beach marketing is, using ZIP code areas and a segmentation tool. I believe ZIP code segmentation would be very useful to their marketing strategy because it is closely tied to both geographic and …show more content…
A main way Virginia Beach reaches its targets is through media, but they do it in a very particular and distinct way. The way Virginia Beach targets their wide range of targets is by putting ads in media that strategically reaches each their specific markets. The innovative part this process is that in each ad there is a specific URL that will lead the target to web pages that contain information about his/her special interest and needs. For example, a family target may see the ad in a home/life magazine and their advertisement may contain a URL that would read “LIVEFORTHESPINCYCLE.COM” and when used it would bring them to a Virginia Beach page that offers family style accommodations. Then other segments of Virginia Beach consumers would have a completely different URL that would service other purposes. This media strategy is very useful for an attraction like Virginia Beach because it gets their ads out to their various target markets and gives them the information that is directly useful to …show more content…
The destination in my state that I chose to look at is Lake George, which is located in northern New York just at the base of the Adirondack Mountains. I chose this destination because it is a popular summertime vacation spot, but they also offer recreational events year around. Lake George has a variety of lodging options that range from hotels to campgrounds. They also offer and wide range of activities such as water activities shopping, museums, and many more. Lake George has great deal of versatility in what they offer to vacationers and I believe that is what helps to set them apart from other competitors.
2. Lake George’s extensive offerings help them to appeal to many demographics, but one of their most important target markets are families, especially from New York and surrounding areas. Some ways that they might be able to target this audience is by advertisements in lifestyle or home magazines or by sending emails of promotions and offers they have going on throughout the
Armstrong, Gary, and Philip Kotler. Marketing: an introduction. 11th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2013. Print.
The company first needs to collect demographic and geographic information relevant to potential store location choices in order to segment its market. It is extremely important that the marketing
Once the target market has been identified it is important to develop a marketing strategy. In today's fast paced, information overloaded society; conveying a message about a product seems to be more difficult than ever. The consumer is bombarded with advertising everywhere they look. Today advertising not only exists on television, radio, magazines, and newspapers, it can be found on billboards, park benches, in our mailboxes, on buses, taxis, at sporting events, and on clothing.
Awareness and positive image developed in South Palm Beach and Broward Counties over competitors. This information will be collected by sending surveys to subscribers in those areas.
Choosing a vacation destination can be difficult. When deciding a destination there are many things to consider. Two of the most important considerations are the climate, and activities that are available. California is one of the top destinations for many people. California is also known as the “Sunshine State”. The beautiful state has many things to offer for families, couples, and singles. The top places that are visited in Southern California include many amusements and popular site seeing. A few top places are Disneyland, San Diego Zoo, Sea World, Hollywood Boulevard, and Catalina Island. These are a few of the top attractions in Southern California. Ultimately where you choose to visit will be a personal choice.
Terrell, E. (n.d.). Market Segmentation. (Business Reference Services, Library of Congress). Retrieved April 6, 2014, from http://www.loc.gov/rr/business/marketing/
Virginia Beach concentrates the bulk of its direct marketing efforts on prospective tourists, or leisure travelers, in the Northeast region of the US—their geographic proximity to Virginia Beach, which is only a day’s drive, makes it a convenient vacation destination for them. Therefore, major markets for the direct marketing
Marketing at the Vanguard Group. In light of an evolving market, faced with new competitors, and after a careful analysis of their current customers, the Vanguard Group (hereinafter referred to as “Vanguard”) realizes it must rethink its entire marketing strategy. However, in order to protect and leverage their competitive advantage, which is their low management fees, and to optimize the loyalty that their customers continuously demonstrate toward their organization, they must now target the most profitable segment for them, and develop the best way to serve and delight these customers. SITUATION ANALYSIS Highlighted SWOT Strengths Low fees strategy - a good idea.
Companies, in the early centuries, merely existed in the form of organizations. However, the traditional form of company was reshaped during the fifteenth century, by means of a special document referred to as charters. This writing will initially provide a concise depiction on how charters provided different companies with fairly convenient privileges that led to an innovation for business development. This essay will also shed light on the first company that settled in the New World with charter protection – the Virginia Company. Furthermore, the paper will incorporate greater emphasis on this company’s significant influences toward three main aspects, its effect on business development, which started off by means of the tobacco commerce throughout the New World and Europe; the impact on colonization, which was essentially portrayed by the headright system that took shape during the seventeenth century, and its influence towards politics, fundamentally due to the creation of the House of Burgesses that provided some measurement of self-government.
In all of my travels across the United States of America, the `hottest' vacation spot hands down is in Key West, Florida and the `coolest' place to travel to is Denali National Park in Denali, Alaska. These vacation destinations are the two most beautiful and most relaxing places in the nation! I personally have experienced a week of enjoyment at both locations and find myself wanting to go back to each of them in the future because I had such a great time. Even though these are both awesome places to spend a week of vacation time, they differ in weather and climate patterns, they each have unique attractions and activities to do, and both vary in travel costs and various other expenses.
Caroline and Jennifer said that ‘Market segmentation is a crucial marketing strategy. Its aim is to identify and delineate market segments or set of buyers which would then become targets for the company’s marketing plans.’ (Tynan and Drayton, 1987) There are many ways to segment the market, such as age, region, environment, psychology and wages (Hall, Jones and Raffo, 2010).
Segmentation, targeting and positioning are the fundament of modern marketing (Proctor, 2002, p. 188, as cited in Harris and Schaefer, 2015).
There are a range of segmentations that allows a company to target potential customers effectively.
Segmentation is the process of determining the breakdown of the target market into smaller specific variables that make it easier to evaluate. Gabbott M (2004, p 159) describes the consumer related segmentation variables as being Geodemographic, Psychographic and Behavioural.
It does involve grouping of people (customers) into segments that do share common needs or will give a common reaction to a marketing event by the business. Toyota’s third generation Prius has created a new segment for hybrid cars along with its competitors. This segment caters to the need of the environmentally conscious buyer. This has opened up a whole new ...