Question: 1. How are the vacation packages positioned now? 2. How would you describe the target market? Describe using at least five factors. See the commercial.

1. How are the vacation packages positioned now?

2. How would you describe the target market? Describe using at least five factors. See the commercial.

3. How would you characterize the consumer decision-making process for vacation plans? Describe using at least five characteristics.

4. The company has very little repeat business. Why is this? Which is the critical stage in the decision-making process for generating repeat business? Explain.

5. Consider the target market for these vacation packages, what does this target market want? Do some online research to determine what is most important to this group? With this in mind, how should the company reposition its vacation packages to encourage repeat business?

6. What changes should the company make in its offerings to encourage repeat business? Consider vacation packages options/routes.

7. What changes should the company make in its marketing communication to encourage repeat business? Consider the source, message, media, and types of message appeals, highlighting two points for each (See Ch. 8).

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