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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

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?

Jun 20 2020 View more View Less

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