Question Completion Status:

Refer to the scenario below to answer the following question$($s$).$

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 cliff overlooking the Maine coast, Seagull Terrace had attracted thousands of

visitors during summer, but then faced a tremendous downturn in business during winter. "But, given the

established industries 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 also involved a seasonal promotional gimmick$-$to be

implemented from early winter to late spring$-$that would attract the same numbers as the large summer crowd. Her

idea worked! During her second winter, Carol greeted numerous business travelers$-$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 admitted. "Our delicatessen offers entrees that are a part of the local cuisine,

but we'd like to expand that. We provide health club privileges off$-$site, but we would 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$\text{'}$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 getaways throughout winter."

Carol Veldt has decided to ask selected guests to participate in an extensive survey about their experience at Seagull

Terrace and about their requirements in terms of amenities and cuisines. By implementing the suggestions she

receives from guests, Carol would be following the

concept.

societal marketing

marketing

selling

product

production