a marketing plan for distributing Princess Cruise Lines' new ships and product lines. The plan is designed with the purpose of helping the company maintain its position as a leader in the mass market cruise industry and addresses four marketing segments.
Market Segmentation
Product (Tangible)/Service Mix
Pricing Strategy
Communication Strategy
Distribution Strategy
In the past few years cruise ships have taken ocean travel to a new level. Gone are the days of waiting out the ride to the next port, while strolling on the deck and playing shuffleboard. Today鈥檚 cruise ships are bona fied pleasure crafts; complete with bars, casinos, shopping complexes, and athletic facilities. It is not uncommon for passengers content to take advantage of the ships amenities, to choose to remain onboard while a ship is at port.
Credibility lends itself to popularity. When one type of vacation becomes the "norm" or is widely accepted as a worthy way to spend your time, the popularity of that area, or in this case type of vacation, increases exponentially. Ultimately, marketing principles centered around hyper realism, abstraction, and alreadyness have led to the huge success of cruise ship vacations in recent years.
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