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 What bases ( geographic, psychographic, demographic, behavioral) does the LVCVA use for segmenting its target market? Support your answer with evidence from the case. Does the LVCVA use an undifferentiated, a concentrated, or a multi-segment targeting strategy? Why? 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. What makes the LVCVA so successful? Viva Las Vegas
