Christie has just started with a travel agency, and she has been offering clients and
prospective clients a range of packaged tours. She is concerned, because the
commissions she is earning on her sales are lower than she had hoped. Her colleague
Peter, who has been with the agency for several years, is having a great deal of success
by working closely with the clients, seeking their ideas, and building customized tour
packages for each one based on their suggestions. Peter's approach is based on
A. transaction-oriented marketing.
B. premium pricing.
C. his seniority at the firm.
D. special incentives from tour operators.
E. value cocreation.
Lionel is asked to conduct an STP analysis for his firm. The first step he should perform
in this analysis is to
A. develop a business mission statement.
B. choose the best target markets.
C. reposition existing segments.
D. divide the marketplace into subgroups.