Since 1926, Boston Harbor Cruises has been providing customers with memorable experiences on ocean-going vessels in and around the Boston area. But these days, the term “cruise” has different meanings to the four-generation family business. To thrive in strong economic times and in bad, Boston Harbor Cruises has progressively targeted various types of customers with its different boats and different services. Sight-seeing trips around Boston Harbor, whale-watching tours, fast ferry service to Cape Cod, dinner and wedding cruises, and a high-speed thrill ride are among the offerings of Boston Harbor Cruises. It even offers commuter services and off-shore construction support. Targeting this diverse customer base has become even more challenging as Boston Harbor Cruises has 6-13. Refer to Appendix 3: Marketing by the Numbers and research the potential for vegetarian products in your own country. Do the same for two other countries in your region. (AACSB: Written and Oral Communication; Information Technology; Analytical Thinking) 6-14. Are certain market segments more likely to be vegetarian? (AACSB: Written and Oral Communication; Information Technology; Reflective Thinking) further differentiated the market into local customers, domestic vacationers, and international travelers. After viewing the video featuring Boston Harbor Cruises, answer the following questions: 6-15. On what main variables had Boston Harbor Cruises focused in segmenting its markets? 6-16. Which target-marketing strategy best describes the efforts of Boston Harbor Cruises? Support your choice. 6-17. How does Boston Harbor Cruises use the concepts of differentiation and positioning to build relationships with the right customers?
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