What is the best way to explore to identify a possible combination of customer segmentation that would be interested in the hotel during the summer period? How can the company effectively market to this new segment without cannibalizing its existing market segments? Based upon the VALS2 matrix, can you identify two market segments that are not currently being sought that might make sense for this hotel? How is the current market segmented? At what segment should Marriott be targeting? What are the pros and cons of the market segmentation strategy that you're proposing