Subject is cunsumer behavior this is the case study

questions

rce.com/w/books/9780135403129/cfi/309!/4/4@0.00:5.25 puzzle, Steve wondered if a better understanding of how The testimonials, much like the recently reported these customers made decisions with respect to their vaca- numeric ratings of customer satisfaction, were all very tion choices would help him develop a better approach to positive and pointed to happy customers who were bringing them back to experience Rocky Mountaineer extremely satisfied with their experience. Importantly, past again and again. customers had been willing to recommend the Rocky Mountaineer to friends, relatives, and co-workers, and The Rocky Mountaineer Experience Steve was able to track this referral behaviour as a central Rocky Mountaineer was born in 1990, when Peter driver of growth in the business. What remained a com- Armstrong acquired a struggling government-owned plete puzzle, however, was the very low rate of return to passenger rail service and turned it into an internationally Rocky Mountaineer by past customers. Simply, once peo- renowned luxury train experience. Utilizing the historical ple had travelled on the train they were very unlikely to rail passage from Calgary to Vancouver as the flagship retum to travel again route, Rocky Mountaineer developed over 45 unique vaca tion packages that utilized distinctive rail routes through. Solving the Puzzle out the Canadian Rockies. Initially, Steve had worked hard to invoke marketing The focus of Rocky Mountaineer had been to provide strategies directed at past customers. Marketing efforts one of the most spectacular and unforgettable travel expe over a decade ago had identified the Rocky Mountaineer riences in the world. This goal was achieved in a number as a "once-in-a-lifetime" experience, and Randy won- of ways: (1) The train travelled only by daylight through dered if this positioning had become too entrenched. Per the wild beauty of Canada's West, (2) innovative dome haps for some customers a ride on the Rocky Mountaineer cars provided an expansive view while travelling (3) an had become a "bucket-list" event that, once completed, excellent culinary experience was offered, and (4) first-rate would not need to be replicated. But was that the central service was provided across all three service classes (Gold, source of the problem? Rocky Mountaineer had numer Silver, and Red Lean ous routes and a number of add-on attractions (eg.city This luxury focus led to success as Rocky Mountaineer tours, whale watching, helicopter glacier tours) that grew to become the largest privately owned passenger rail might provide a different vacation experience over a service in North America and welcomed more than 1 mil series of visits. Clearly, a rail vacation didn't have to be a lion guests onboard from around the world. Indeed, the one-time experience company had won awards over its history, including iden Steve realized that he needed a better understanding tification as one of the World's Leading Travel Experience of how customers made vacation decisions and more spes 6 i 00 ENG 3:42 AM 3201 1 had won awards over its history, including iden- sification as one of the "World's Leading Travel Experience by Train" (six times), being named one of the "World's Greatest Trips" by National Geographic, and being rated as one of the "Best Life Changing Trips" by Travel and Leisure magazine. Customer Response Steve evaluated some of the most recent testimonials recorded by the company: The views from the Gold Leaf dome car were breath- taking, the service was incredible and I would honestly recommend it to anybody. Yes, this is the most spectacular train trip in the world. - George Lewis, Florida The trip was beyond our dreams. The scenery was beyond words. The service aboard the Rocky Moun- taineer made us feel like royalty. Thank you, every one, at Rocky Mountaineer for the trip of a lifetime. -Mrs. Judy Poole, Louisiana erience. Steve realized that he needed a better understanding of how customers made vacation decisions and more spe cifically how his satisfied customers made their "next vacation" choices. He knew that if he could understand the decision process better, he would be able to know how this problem had arisen, and, more importantly, what might be done to facilitate decision making leading to repeat business 1. What is the process consumers utilize when deciding on their vacation plans? How would this process be altered when repeating a vacation experience? 2. What do you feel is the central issue driving the lack of repeat business for Rocky Mountaineer? Where in the decision-making process do you think the issue lies? 3. What difference would you expect between satisfied and dissatisfied consumers with respect to the deci sion process in this instance? 4. What would you do if you were the CEO and you had to solve this problem? online versus in a traditional store? Case Study: Marketing in Practice Returning to Rocky Mountaineer Steve Sammut has been CEO at Rocky Mountaineer (www rockymountaineer.com) since 2015 and while he had been successful in guiding the company toward profitability, a number of business challenges remained unsolved. Fore- most was the problem of low repeat business from custom- ers who had indicated a high degree of satisfaction with their consumption experience. Indeed, Steve had begun to wonder if repeat business was possible given the unique nature of the product his company offered-typically, a two-day voyage through the scenic Canadian Rockies via luxury rail travel. In a renewed attempt to solve this City Rady M 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 B)