11 May HOW IS CAROL VELDT ATTEMPTING TO CREATE BRAND EXPERIENCES FOR HER VISITORS?
How is Carol
Veldt attempting to create brand experiences for her visitors?
Carol is attempting to include numerous services and
amenities for her visitors. Eventually, everything the visitors want or need
will be offered at Seagull Terrace.
2.
What activities
of Carol Veldt demonstrate the role of a marketing manager?
Carol is attempting to find, attract, keep, and grow
target customers by creating, delivering, and communicating superior customer
value. These are essential tasks of a marketing manager.
3.
Seagull Terrace
now has two distinct target markets. Define and describe them.
Two types of guests are being lured: seasonal visitors
during the summer and year-round business travelers.
4.
In what ways
might Carol be implementing the product concept?
Carol understands that guests will favor services that
offer the most in quality and innovative features; Carols strategy currently
focuses on making continuous improvements.
5.
Is Carol
implementing the selling concept? If yes, discuss how.
Because of the need to attract new customers and
retain existing customers, Carol understands that Seagull Terrace will need a
large-scale promotional effort.
6.
How might the
marketing mix at Seagull Terrace differ between its two target markets?
Business travelers
may be offered a discount business rate; obviously, the promotional tactic will
differ for these guests. Summer guests may pay higher rates, but the beauty of
Maines
coast and the beach,
as well as Seagull Terraces variety of services, will be the main attractions.
7.
In order to
guarantee customer satisfaction, what must Carol offer in the way of services
and amenities?
Carol will attempt to create services and amenities
that not only meet, but rather exceed, buyer expectations.
8.
Explain how Carol
is engaging in partner relationship management. Explain how this could be
enhanced.
Guests at Seagull Terrace currently receive health
club privileges at a nearby health facility. Guests during the summer could
receive sailboat rentals through such arrangements; year-round business
travelers could be given meal discounts at local restaurants, dry cleaning services,
and so forth.
Continuing Small
Business Case #1: Millersville Lions Club
The
Millersville Lions Club has been serving the Millersville, Pennsylvania and
adjoining areas for more than 70 years. Originally founded in the 1930s by a
group of local businessmen, the club is affiliated with Lions Clubs
International, the worlds largest service club organization. Service clubs
like the Lions, Rotary, Sertoma, and others bring people together in an effort
to provide service to local communities. The Millersville Lions have supported
local schools through a Student of the Month program and a generous
scholarship program. They conduct a litter pickup several times a year on a
major local road. They financially support several other organizations such as
Meals-on-Wheels and the local volunteer fire department. Holiday gift baskets
are delivered to shut-ins. An Easter Egg Hunt, Halloween Party, and Santa Party
are also sponsored. The club also operates the Lions Club Community Pool that
provides a community recreational area, creates more than a dozen summer jobs
for local youths, and generates more than $150,000 a season in revenues. These
revenues are then returned to the community through wages and programming. In
the United States, over the past decade, many organizations like the
Millersville Lions Club have been experiencing difficulty in finding new
members. As a result, membership has declined and the average age of a
Millersville Lion is now above 60. Ironically, Lions Clubs International is
still growing, with most of the growth now taking place outside of the United
States.
9.
Clearly the
Millersville Lions Club provides needed service to the local community. How
would you define their market offering?
A market offering is some combination of products,
services, information or experiences offered to a market to satisfy a need or
want. Many of the services provided by the Millersville Lions, individually or
in total, could be considered their market offering. However, the club also
offers an opportunity, through membership, to contribute service to the
community
10.
Since the
Millersville Lions Club appears to provide services both needed and wanted by
the local community, why has this club, along with so many other service clubs
in the United States, faced declining membership?
Here we might consider the texts discussion of two
topics: what target market(s) do we serve and what is our value proposition.
While the services provided are needed and wanted by the local community,
membership in the organization is not. Potential members are drawn from the
local community. Originally, local businessmen populated most service clubs,
including the Lions. Membership was an honor and by invitation. As the members grew
older the service clubs failed to replenish their membership with younger
community members. The clubs failed to change their target market(s) to reflect
the changing community. The organizations came to be seen by younger community
leaders as old man clubs. The value proposition also fell short of what was
fully competitive in the market. Younger community leaders focused more on
family and activities centered on their homes. They ran for political office,
volunteered for the fire department, and worked with their church communities.
There was competition for their time, and in a faster-paced world, there was
little or no room for the Lions Club.1.
How is Carol
Veldt attempting to create brand experiences for her visitors?Carol is attempting to include numerous services and
amenities for her visitors. Eventually, everything the visitors want or need
will be offered at Seagull Terrace. 2.
What activities
of Carol Veldt demonstrate the role of a marketing manager? Carol is attempting to find, attract, keep, and grow
target customers by creating, delivering, and communicating superior customer
value. These are essential tasks of a marketing manager. 3.
Seagull Terrace
now has two distinct target markets. Define and describe them. Two types of guests are being lured: seasonal visitors
during the summer and year-round business travelers. 4.
In what ways
might Carol be implementing the product concept?Carol understands that guests will favor services that
offer the most in quality and innovative features; Carols strategy currently
focuses on making continuous improvements. 5.
Is Carol
implementing the selling concept? If yes, discuss how.Because of the need to attract new customers and
retain existing customers, Carol understands that Seagull Terrace will need a
large-scale promotional effort. 6.
How might the
marketing mix at Seagull Terrace differ between its two target markets?Business travelers
may be offered a discount business rate; obviously, the promotional tactic will
differ for these guests. Summer guests may pay higher rates, but the beauty of
Maines coast and the beach,
as well as Seagull Terraces variety of services, will be the main attractions. 7.
In order to
guarantee customer satisfaction, what must Carol offer in the way of services
and amenities? Carol will attempt to create services and amenities
that not only meet, but rather exceed, buyer expectations. 8.
Explain how Carol
is engaging in partner relationship management. Explain how this could be
enhanced.Guests at Seagull Terrace currently receive health
club privileges at a nearby health facility. Guests during the summer could
receive sailboat rentals through such arrangements; year-round business
travelers could be given meal discounts at local restaurants, dry cleaning services,
and so forth. The
Millersville Lions Club has been serving the Millersville, Pennsylvania and
adjoining areas for more than 70 years. Originally founded in the 1930s by a
group of local businessmen, the club is affiliated with Lions Clubs
International, the worlds largest service club organization. Service clubs
like the Lions, Rotary, Sertoma, and others bring people together in an effort
to provide service to local communities. The Millersville Lions have supported
local schools through a Student of the Month program and a generous
scholarship program. They conduct a litter pickup several times a year on a
major local road. They financially support several other organizations such as
Meals-on-Wheels and the local volunteer fire department. Holiday gift baskets
are delivered to shut-ins. An Easter Egg Hunt, Halloween Party, and Santa Party
are also sponsored. The club also operates the Lions Club Community Pool that
provides a community recreational area, creates more than a dozen summer jobs
for local youths, and generates more than $150,000 a season in revenues. These
revenues are then returned to the community through wages and programming. In
the United States, over the past decade, many organizations like the
Millersville Lions Club have been experiencing difficulty in finding new
members.
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