Case One: The Pope, Jordan, and Religious Tourism pg. 39 For JTB the best target market would be pilgrims from foreign countries, where there would be large amount of Christian pilgrims interested in coming to Jordan to see Jordan River where Jesus was baptized. Targeting Christians in Jordan would be not as effective as in Rome, because in Jordan there are only 4% residents with Christian religion. In my opinion Nayef Fayez should have a wider view on world and target people places where people would be most interested, instead of spending marketing budget in near demographic regions. For example if they would target European Countries and America's where there are a lot of Christians they would have much more success, as well as profit. Segmentation overall not only helps to understand customers needs wants and desires, target them accordingly, but save costs overall. If you try to target everyone and you have as in this case very specific service, your money invested will be lost due to reaching of costumers that are simply not interested and will not see any benefits of the service provided. They should focus and do research in countries where Christianity is the main religion first, because they will gain most profit out of it, after they can move to other religions where Jesus was involved as well as historians who would just like to see the historical location. Each group above has to be targeted differently with specific emphasis on the benefits each costumer from a different group would receive, and whether it would be valuable enough for them to purchase. If we would try to target Satanists, they would most likely not only uninterested in this pilgrimage, but might give dissatisfaction to our main targeted groups, if not ruin experience and expectations of our customers. That leads us to segment market even further to behavioral aspects of a