Viva Las Vegas 1--4

1. The LVCVA segments its target market based on geographic residence, race, primary language, age, gender, marital status, and income.

2. The LVCVA uses a multi-segment target strategy because it has such a richly segmented target market. This is the strategy that makes the most sense. If I were the LVCVA, I would not be overly concerned with cannibalization unless I saw clear evidence that one segment of the target market was making frequenting Las Vegas less likely for another segment: to whit, if senior citizens were complaining about frat boys partying on their hotel floor, causing the hotel to lose business and suffer financially.

3. For citizens 18—75 visiting Las Vegas, I would employ the segments of the target market mentioned above. I might also reach out to business travelers, honeymooners/second honeymooners, and families with children who might be interested in the natural wonders of the area that can be found off the strip.

4. The LVCVA is successful because it realized and responded to the reality of its target market: a highly segmented, diverse market with different goals, budgets, and values.