Scenario 2.2 Use the following to answer the questions.
EXperience Limited is a company which offers tours and vacations that include participation in an extreme sport, such as hang-gliding, bungee jumping, skydiving, and motocross. Adrian Moss, EXperience Limited's owner, has just finished developing the strategic plan, including the marketing objective of growing his customer base by 15% during the coming year. He believes that the best way of reaching that objective is to promote to the college-aged student. In the past, the majority of his sales have been to males under the age of 29, participating in hang-gliding and bungee jumping at various tourist locations. He wants to expand his skydiving and motocross tours, but isn't sure whether or not the expansion will be profitable. He currently has a database containing all the customers who have gone on a hang-gliding or bungee jumping vacation with his company.
Refer to Scenario 2.2. The college-aged student represents EXperience Limited's ____, and the tours it operates represent the ____ element of the marketing mix.
A) target market; distribution
B) customer relationships; distribution
C) cash cow; product
D) cash cow; distribution
E) target market; product

Question

Quizplus · Accepted Answer

The college-aged student represents EXperience Limited's target market, as the owner believes this group will help him reach his marketing objective of growing his customer base by 15% during the coming year. The tours it operates represent the product element of the marketing mix, as they are the core offering of the company's business.