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Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small, seaside motel to a thriving year-round resort in just a few years. Atop a bluff overlooking the Maine coast, Seagull Terrace had attracted thousands of visits during the summer months, but then faced a tremendous downturn in business during the winter months. “But, given the industry in the nearby towns, very little year-round competition, and our close proximity to Portland,” Carol added, “I couldn’t understand why seasonality had to hit Seagull Terrace so hard!”
So Carol spent her first winter devising a new marketing plan. She put together a promotional package designed to attract business travelers year-round. Carol’s plan, then, involved a seasonal promotional gimmickÃ¢â‚¬â€to be implemented from late winter to late springÃ¢â‚¬â€that would attract the large summer crowd. Her idea worked! During her second winter, Carol greeted numerous business travelersÃ¢â‚¬â€both satisfied repeat guests as well as new guests who had been snagged by her promotional appeals.
“We still have a long way to go,” Carol Veldt admitted. “Our delicatessen offers delicious entrees, but we’d like to expand that. We provide health club privileges off-site, but we’d like to eventually provide our own. These are goals I hope to achieve in a few years. Our first project, however, included a renovation of our guest rooms and I’m quite proud of the results.” Carol then added, “Actually there are so many possibilities! With an indoor pool area, I will eventually offer weekend get-aways throughout winter.”
1- Based on the marketing process, what are Carol Veldt’s strengths?
2- What is included in the marketing offer at Seagull Terrace?
3- How is Carol Veldt attempting to create brand experiences for her visitors?
4- How has Carol Veldt taken on the role of marketing manager?
5- Define the target market at Seagull Terrace.
6- In what ways might Carol Veldt be implementing the product concept?
7- In what ways might Carol Veldt be implementing the selling concept?
8- How might the marketing mix at Seagull Terrace differ between its two target markets?
9- How will Carol Veldt guarantee customer satisfaction?
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