78) In the CRUISE MINI CASE, of the eight VALS segments, Sunshine is most likely targeting ________ with its new Adventure Cruises. A) Makers B) Survivors C) Experiencers D) Strivers E) Believers 79) In the CRUISE MINI CASE, Sunshine markets Adventure Cruises as a way to see multiple islands from the comfort of a single ship, alleviating the hassle of flying between islands and staying in a different hotel every couple of nights. Targeting consumers who view this convenience as appealing is an example of ________. A) countersegmentation B) cultural segmentation C) usage rate segmentation D) demographic segmentation E) benefit segmentation
CRUISE MINI CASE: Sunshine Cruise Lines is a cruise
operator that offers three- to seven-day cruises along five Caribbean routes.
It has developed a reputation as a party cruise operator and the majority of
its revenue comes from vacationing college students. This type of customer
demand is highly cyclical, and Sunshine finds that repeat purchase is high
while its consumers are in college, but practically disappears after
graduation. In an effort to encourage its customers to continue taking Sunshine
Cruises after they have graduated, the cruise operator has begun offering
Adventure Cruises, with port stops on islands known for eco-tourism and
biodiversity, both on land and off shore, appealing to young professionals who
like to hike and scuba dive or snorkel. In contrast to its party cruises,
Sunshine focuses its marketing message for Adventure Cruises on activities at
port stops and the convenience of being able to explore several Caribbean
destinations from the comfort of a single ship. Adventure Cruises are roughly
15% more expensive than party cruises, priced to discourage a raucous
college-age party crowd, and do not allow children under 18. The first season
of Adventure Cruises was a great success and, much to Sunshine’s surprise,
attracted not only the intended young professional crowd, but also many empty
nester couples that were looking for a reasonably priced, active vacation.
78)
In the CRUISE MINI CASE, of the eight VALS segments, Sunshine is most likely
targeting ________ with its new Adventure Cruises.
A)
Makers
B)
Survivors
C)
Experiencers
D)
Strivers
E)
Believers
79)
In the CRUISE MINI CASE, Sunshine markets Adventure Cruises as a way to see
multiple islands from the comfort of a single ship, alleviating the hassle of
flying between islands and staying in a different hotel every couple of nights.
Targeting consumers who view this convenience as appealing is an example of
________.
A)
countersegmentation
B)
cultural segmentation
C)
usage rate segmentation
D)
demographic segmentation
E)
benefit segmentation
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