Contemporary Marketing (MindTap Course List)
17th Edition
ISBN: 9781305075368
Author: Louis E. Boone, David L. Kurtz
Publisher: Cengage Learning
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Chapter 9, Problem 1C
Summary Introduction
Case summary:
The target for cruise vacation is from the age of 35 or older and mainly for the household income of says at least $60,000. They must be cruised once before this. People need more adventure and innovation in the cruise vacation. Many plans their meeting on sea rather than on land that makes the employees excited. Moreover, it is cheaper too than on land.
Marketers target the cruise customers on segmentation of “Explorers” “Admirals” “Marines” “Escapers” “Souvenirs”.
To discuss: Is the segmentation is a useful tool.
Market segmentation refers to the segregation of market into smaller and relatively into a homogenous group.
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