3 C - Revenue Growth Low Retention Travel agents Wine...

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3 C’s Company Competitive Environment Customers Company Brand Competitive Customers Other customers Consumer Decision Making Themes length cruise Fun ship Other cruise lines 1 st timers Affluent Price sensitivity Activities Experience Resorts 1/3 rd repeats Age 50 Schedule High occupancy Low Price Vacation Honeymooners Families Attributes Travel agents 4 million pax Age 46 More repeat buyers Convenienc e High fixed costs 300 million More fun. More drinking Cruise every 2 years Variety or habitual? Low marginal costs Younger attractions Satisfaction versus retention Perishable Inventory 12 brands 175 ships Retention Acquisition
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Unformatted text preview: Revenue Growth Low Retention Travel agents Wine Packages Cheaper market Complex booking Spa Treatments Spend more Word of Mouth Excursions Optimal Pricing What are they doing now in relation to CRM: 1. Sign and Sail Card -> Tons of data comes from this. a. Recognition Card 2. VIP 3. Vacation Club 4. Names 5. Magazine Recommendation: Segmentation- CLV Profile high CLV-Demos-Zip Codes/ Geography-On Board-> push spa services, Coupons Loyalty Program-Based on categories bought-Points based on reward value to consumer -Cost to firm...
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This note was uploaded on 11/21/2011 for the course BUS 443 taught by Professor Michaellewis during the Spring '11 term at Emory.

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3 C - Revenue Growth Low Retention Travel agents Wine...

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