Marketing Analysis of Whale Watch Tourism

Marketing Analysis of Whale Watch Tourism Whale Watch- New Zealand’s Ultimate Marine Experience and the Nature-Tourism Market Question One Market Segmentation in the nature-tourism market can be defined as the process through which potential customers with similar needs and characteristics are grouped together so that a tourism organization can apply marketing strategies for the selected market segment efficiently (Oohlala, 2013). Segmentation also involves learning more about customers and making the heterogeneous market into a homogenous market (Bowker, 2014). Segmenting the New Zealand nature-tourism market is viable because it assists in understanding the needs and wants of customers, allocating marketing expenses efficiently, further developing products/services and developing marketing strategies more precisely (Grewal Levy, 2012). The two segments I will divide the domestic nature-tourism market are the: â€Å"Being There† and â€Å"Embracing Life† segments. Comprising of over a quarter of New Zealand’s adult population, ‘Being There’ is definitely an identifiable segment which is large and old. A majority of this segment are aged 55 years or older. They havea female majority and a high percentage of people living alone. The segment can be found throughout all over in New Zealand meaning that it is substantial. Members of this segment have a strong interest in gardening and reading. They also have a positive interest in visiting natural/scenic locations, and are most likely to be a member of church or rotary group. Members of ‘Being There’ are motivated to travel by a yearning to spend time with people they love and appreciate natural/scenic locations. This segment is most interested in sightseeing, natural attractions and walking/hiking and meaning it is a responsive segment for the nature-tourism market. As this segment is relatively wealthy, money is less of a barrier to travel meaning that it is a profitable segment. There are many viable marketing channels that can be used to reach this segment which makes it reachable. These include: Major daily newspapers, special media (e.g. gardening channels/magazines/groups), affinity groups (churches, Rotary, other voluntary groups) are all channels that can be used to reach this market. Another segment for the New Zealand nature-tourism market makes up nearly a quarter of the adult population making it a substantial segment, ‘Living Life’ shares a philosophy to live life to the fullest and embrace nature. This segment is identifiable with a majority of members being aged between 25 and 60 years old. This segment has a dominant family structure of couples with children. Members of ‘Living Life’ can be found throughout all over New Zealand which enables the segment to be substantial. Members of this segment are most likely to have hobbies such as mountaineering, tramping, sight-seeing, boating and gardening at home. This segment is very responsive because vacations are important to them and they holiday frequently within New Zealand. When holidaying in New Zealand, they take part in their favourite activities with their children and partners, away from the pressures of daily life. The ideal holiday for ‘Living Life’ is spending well-earned money on an above all family-friendly, and involves outdoor experiences, scenery and landscapes meaning it is a profitable segment which will spend money on nature-tourism. Key barriers to travel are the amount of annual leave available, work and family commitments. This segment is reachable through channels such as newspaper, media/online (e.g. golf, outdoor, boating, fishing), newspapers and fairs. Question Two In order to evaluate how Whale Watching’s product is perceived by potential customers, it is vital to deconstruct the product into four different levels. This is called the Total Product Concept and we will use this model to deconstruct the product Whale Watch is offering, and evaluate how the company is positioned within the nature-tourism market. Firstly, the Core Product is the fundamental benefit that responds to a potential customer’s need or wants (Elliott, Rundle-Thiele Waller, 2010). For Whale Watch the core benefit for a customer would be being able to observe whales in their natural habitat. This could be for recreational or scientific and educational purposes depending on the motive of the customer. Secondly, the Expected Product is the relative factors that delivers the benefit which forms the core product and fulfil the customer’s most basic expectations (Elliott, Rundle-Thiele Waller, 2010), Whale Watch offers an exciting up-close encounter with the Giant Sperm Whale in their natural environment. In a typical Whale Watch tour, the customer can expect to encounter a wide variety of sea-life and birds. Vessels are crewed by an expert team who are experienced in interacting with the whales. Whale Watch ensures that passenger comfort and safety are always high priority. These are all expected features of the product/service Whale Watch is offering to customers. The Augmented Product offers a combination of benefits that is not a part of the basic level of needs for the customer. It is at the augmented product level where marketers are able to significantly differentiate their products/services from the competition (Elliott, Rundle-Thiele Waller, 2010). Whale Watch is New Zealand’s only vessel-based whale watching experience and the 95% success rate of trips at Whale Watch means that they guarantee an 80% refund and is an example of an augmented service that gives a competitive edge over other companies. Furthermore, it is based in Kaikoura, the Whale Watching capital of New Zealand which provides a unique experience over other locations. Whale Watch is committed to the care and protection of the environment and seeks to minimise waste, promote recycling, use eco-friendly product and minimise their impact on marine life (Whale Watch, 2013). These factors are important for customers who really care about then environment and are conce rned with conservation and the preservation of nature. All these special features and facilities are factors that would help customers to choose Whale Watch over other competitors. The Potential Product of the Product Concept Model comprises all possibilities that could become part of the expected or augmented product. This includes features that are being developed planned as well as features that have not yet been conceived (Elliott, Rundle-Thiele Waller, 2010). In the future, Whale Watch could offer new tours such as swimming with dolphins swimming with whales which would offer a unique, up-and-close, more personal experience. Whale Watch will need to do research on how to bring this programme to life and keep safety measures in mind. Whale Watch seems to be using a differentiation positioning strategies using conservation, nature preservation and a unique approach to attract customers. Whale Watch’s positioning statement is used to succinctly convey their philosophies and approach: â€Å"Whale Watch Kaikoura is New Zealand’s ultimate all year round nature experience offering visitors an exciting up-close encounter with The Giant Sperm Whale† (Whale Watch, 2013). â€Å"We are visitors to the world of the whales and respect it as such at all times. As a Maori owned company, Whale Watch cherishes the twin values of hospitality to visitors and reverence for the natural world† (Whale Watch, 2013). Question Three A service is an act or performance offered by one party to another. They are economic activities that create value and provide benefits for customers at specific times and places as a result of bringing desired change .One of the unique characteristics of a service is that it is inconsistent meaning the service provider cannot provide exactly the same service every time (Brown, 2008). Applying this to Whale Watch’s situation, because of the nature of their service, Whale Watch cannot guarantee the same Whale Watching experience to customers for every tour. Depending on seasonal variations or even the weather on a particular day, every trip will offer a different kind of experience. Customers are not guaranteed to be able to see a consistent number of whales and sea-life on every trip because Whale Watch has little control over this factor. In some seasons of the year, certain animals will not appear at all and on certain days no whales may be sighted at all. Because Whale Watch offers a conservative and completely nature-based experience it cannot â€Å"force† a service and experience for the customer. In order to manage these challenges Whale Watch seems to have particular strategies to target and solve these challenges. Firstly, Whale Watch offers an 80% refund if a tour does not see a whale. Furthermore, Whale Watch staff constantly monitor the weather and respond professionally to any changes. This could a result in a tour being cancelled or safety restrictions placed on children or passengers with medical problems. This is because Whale Watch wants to promote passenger comfort and safety as their number one priority. Furthermore, Whale Watch would want to decrease the chances of a trip a day with bad weather conditions resulting in zero or minimal whale sightings. The on-board plasma screens display a virtual animated tour while the tour is actually taking place so customers will have a larger than life experience even though there may be inconsistency in actual whale and other sea-life sightings. Also, the professional guides and skippers are there in order to maintain consistency in a service with inconsistent characteristics. Whale Watch will make sure that the staff provide a high level of professional service with passenger safety and comfort as their number one priority. This is evident in their constant monitoring of weather and responding professionally.to any changes. Looking at Whale Watch’s philosophy and positioning statement, the company emphasizes that it is Maori owned which has a reverence for the natural environment and is dedicated to conservation, preservation and respect for wildlife. This is a factor that Whale Watch seems to be using to manage challenges of inconsistency of its services. Many customer’s especially nature-lovers and conservationists will respect the company’s philosophies and understand the unavoidable, inconsistent nature of services that Whale Watch is offering. Word Count: 1590 References Grewal, D., Levy, M. (2013). Marketing (1st ed.). New York: McGraw Hill/Irwin. Oohlala, R. (2013). Tourism market segmentation. Slideshare.net. Retrieved from http://www.slideshare.net/reymarieoohlala/tourism-market-segmentation/ Whalewatch.co.nz. (2014). New Zealand Attractions | Kaikoura Whale Watching | Canterbury NZ. Retrieved from http://www.whalewatch.co.nz/ Brown, A. (2008). Alex Brown: teaching digital marketing and ending horse slaughter. Udel.edu. Retrieved from http://www.udel.edu/alex/index.html/ Bowker, M. (2014). Segmentation, targeting and positioning [PowerPoint slides]. Retrieved from https://cecil.auckland.ac.nz/

Changing Role of Women

Since the end of world war two, in 1945, Australian society has witnessed many dramatic changes in the rights and freedoms of women. Women, who had been encouraged to take on men’s jobs during the war were expected to vacate these positions and return to their traditional vocation in â€Å"home making†. Throughout the 1950’s and early 1960’s women were expected to either stay at home or work in underpaid â€Å"women’s jobs†. Women’s wages were significantly less in comparison to the wages awarded to men who performed the same task. The Commonwealth Arbitration Court ruled in 1949, that a women’s basic wage should be set at 75% of the male rate. This was the practice throughout the 1950’s when there was a large growth in the textiles, clothing, footwear and food processing industries depending on the cheap labor that women provided. The view that a woman’s place was in the home was reflected in and shaped by the Australian education system. The emphasis of the limited schooling available to girls was in the home sciences . i. e. cooking and sewing. The lack of educational opportunities for women only reinforced sex role stereotyping and gave women little chance to achieve their potential. The introduction of the oral contraceptive pill in 1961 gave women the chance to achieve their potential. It gave them the freedom to choose when and if to bear a child. It provided women with the opportunity to concentrate on furthering their working careers, where available, thus leaving the domestic housewife image behind. It provided women with power over their bodies for the first time; they were in control of their sexual relationships. Thus, by the end of the 1960’s, women were actively seeking greater rights and freedoms in society and in the workplace. Demonstrations and protests were a feature of this movement, known as the woman’s liberationist movement (today referred to as feminism). The female liberationists aimed to overturn the notions of female inferiority and male dominance in Australian society. Their dream was to free women from the restraints society placed upon them; to challenge the status quo. Zelda D’Aprano was one Australian woman who formed the Woman’s Action Committee in 1969. She chained herself to the doors of the Commonwealth Building in Melbourne demanding equal pay for both sexes. Germaine Greer was also an outspoken liberationist whose book â€Å"The Female Eunuch†, 1970 , challenged the thinking of conservative male dominated society. There was a diverse range of women’s liberationist groups formed to campaign for specific issues revolving around three main areas: equal pay, discrimination in the workplace and equality of opportunity in the workplace and society. Specific issues included: †¢Child Care †¢Equal pay for women †¢Family Planning †¢Divorce †¢Discrimination in the workforce and from lending institutions The causes, clear arguments and outspoken activism of these groups attracted much media attention and faced resistance from traditional and conservative sections of society. For example church leaders were outraged when women’s liberationists called for legalized abortion. Equality in the workplace has been and still is an important issue. In theory, the federal Equal Pay Case of 1969, determined that women receive â€Å"the same wage as men for the same work†; but this principal would not apply where the work was essentially or usually performed by women. By 1972, the Liberal government continued the debate, suggesting in Cabinet that wage rates should take into consideration â€Å"training, skills and other attributes required for the satisfactory performance of the work†. See Source A, which is a copy of a Cabinet document, dated 24 October 1972, demonstrating this stance of the Liberal government in relation to calls for Equal Pay. By December 1972, the Labor Government had come to power and it promised to implement the Equal Pay for Equal Value principle in female dominated industries; though such a principal has proven difficult to implement. Equal opportunity has been and still is another important issue. In 1972, the Women’s Electoral Lobby (WEL) was founded. WEL sought out politicians views on woman’s issues. It has had a major role in lobbying and influencing governments to pass laws friendly to woman in areas such as woman’s health and child care. See Source B, a photograph of a demonstration in Sydney in 1979, in which WEL activists are advocating for Medicare funding for abortions. By the beginning of the 1980’s, the fruits of the labor of the women’s movement could be seen in many of Australia’s legal reforms: †¢The family law act 1975 had established the principle of No Fault Divorce; removing the social stigma associated with woman and divorce. †¢The anti discrimination act 1977(NSW) which made it illegal to discriminate on terms of gender, marital status or pregnancy Sex Discrimination Act 1984 a commonwealth act banning discrimination against woman. †¢The Affirmative action act 1986 that was later replaced in 1999 by the equal opportunity for woman in the workplace act. By the end of the 1990’s most woman believed that their struggles for equal rights and freedoms with men in society had been won, but that is not necessarily the case. While women’s rights may have been enshrined in law, it is women’s freedoms in society that have yet to be fully realized.

Police Report Assignment

Police Report Assignment Debbie Smith CJA/304 11/5/2012 Ryan McNeal / Axia College Police Report Assignment This man, Ernesto Arturo Miranda had a huge part in shaping the American Miranda Rights Policy. Born March 9, 1941 in Columbus, Az. The name Ernest Miranda is well known in the state of Arizona because he fought and got his case overturned because there were mistakes by the police when they arrested him. This whole story began on the night of March 3, 1963 when Patricia McGee (not her real name) was working late due to a show that ran over, and she had to close down the theater by herself.After doing that she had to ride the bus home and walk from the bus stop in the dark all alone. As she walked home, a car pulling out of a driveway nearly ran her over, then went down the street in the same direction Patty was walking. She noticed that the car stopped about a block from where she was and the man driving the car got out and started walking toward her. The time was around 11 p. m. and there was nobody else around. She did not pay much attention to the man as he approached her, as she was about to walk past the man, he reached out and grabbed her.He covered her mouth with his free hand and told her that if she didn’t scream , he wouldn’t hurt her. She begged the man to let her go, but he dragged her to his car where he tied her hands behind her back and pushed her into the back seat, where he then tied her feet together after he made her get on the floor. She continued to plead with the man to let her go, but he just said he would not hurt her. He drove for about 20 minutes into the high desert and once he got to the spot he had chosen, he raped Patty.After the assault, he asked Patty for money and she gave him the money she had in her purse (some reports say 4 dollars and some say 8). After she gave him the money, he ordered her to get back into the car and he threw a coat over her head and drove back to Phoenix. About a half-mile from her ho use, he dropped her off and sped away into the night. Police interviewed Patty shortly after the incident happened, when she was brought, hysterical, to a local hospital by her distraught family. Doctors told police that she had traces of semen inside her, but they disputed her claim that she was a virgin before the assault.Based on the statement Patty gave them, the police began searching for a man in his late 20’s With a mustache, who weighed around 175 pounds and was about six feet tall. This is the first part of the story and it leads to multiple differences in information and charges filed against the man who admitted that he raped Patty then got the decision overturned, only to be recharged with the crime. There are many forms of communications used in these cases. Some of them were phone calls, letters, interoffice communications, and written reports.These communications were all effective in getting the job done to get the case against Ernesto Miranda overturned. As a result of a letter written to his common-law wife, Ernesto got himself retried on the rape charge. He lost the second case and was sentenced to serve out his original sentence of 20 to 30 years. The letters that were written were to attorneys and the Supreme Court about representing this case to get the charges overturned and to bring it to the attention of the Supreme Court. That effort was successful because it got their attention and the case was eventually overturned.Not too long after that happened, Ernesto wrote to his common-law wife and told her to relay the message to Patty that if she would drop the charges against him, he would marry her (Patty). The wife took this information to the police who once again tried him for rape and this time he lost his case. He was his own worst enemy. Other forms of communication were telephone which worked well to more quickly communicate needs and wants for this case and upcoming trial and reports. These communication tools were the only ones available during that time.Telephone calls worked as long as the party was in their office or at home when they were called, otherwise the one calling would have to leave a message and await a return call. Messages then were mostly hand written. Time was not something to be wasted. It took a lot of hard work and many hours spent late into the night to win the Supreme Court case and get Miranda’s charges reduced to robbery and kidnapping. Though he was a criminal of sorts, at a very young age, the man did not deserve to be stabbed to death or have his throat slit (whichever report is true) over some change sitting on the bar.I guess the lifestyle he chose was the one that eventually took his life though and that is sad. He should have been able to receive help for his troubles and maybe he would have changed his way of life (http://www. trutv. com/library/crime/notorious_murders/not_guilty/miranda/9. html). 13 March 27 March 12 June 12 June 15 Nov 23 Jan 28 Feb 1 Mar 12 June 1963, Under 1963, Denied. 1963, 1965, 1965, 1966, 1966, 1966, 1966, Arrest.Convicted Miranda Yes To Violation Supreme 2nd Go Outcome Once More Goes Under The of Rights Court Round Appeals Case 13 March 27 March 12 June 12 June 15 Nov 23 Jan 28 Feb 1 Mar 12 June 1963, Under 1963, Denied. 963, 1965, 1965, 1966, 1966, 1966, 1966, Arrest. Convicted Miranda Yes To Violation Supreme 2nd Go Outcome Once More Goes Under The of Rights Court Round Appeals Case I have attached a timeline to show the sequence of events(http://www. timetoast. com/timelines/99160).As you can see from the timeline, this case happened over the course of 3 years. When Miranda finally got approved for Parole, he went back to the only way of life he knew and was in a dive bar playing poker, and a fight broke out over a handful of change on the bar and Miranda who was working as a delivery driver at the time, ended up being murdered (either by being stabbed to death or having his throat slit, there are different accounts of how this happened) (http://www. trutv. com/library/crime/notorious_murders/not_guilty/miranda/9. html). The timeline shows how slow communications were at the time of

Jeremy Fink s Original Writing - 955 Words

What is the meaning of Life? Have you ever thought about why you are on Earth, or what is your purpose of being alive? Well, Jeremy Fink did along with his friend Lizzy. Jeremy and Lizzy live in New York City. Jeremy lost his dad in a car accident at the age of nine, and Lizzy lost her mom around the same time due to divorce. Their friendship grew ever since. Before Jeremy’s dad died, he secretly made a wooden box with four key holes for Jeremy to open on his thirteenth birthday. The mystery was that the keys were nowhere to be found! A month before his birthday, the mailman delivered him the box. It was no time to investigate! Four keys. Two friends. One answer. Jeremy Fink was the protagonist in the story. A few words that would describe Jeremy are adventurist, intelligent, and generous. Jeremy never had a mean bone in his body! He loved to just go outside and explore new things. He was only twelve and he knew more science facts than his science teacher and he had H.O.J (hour of Jeremy) every day of just reading about new things on the internet. I would enjoy having Jeremy as a friend of mine! Lizzy Muldoun was the same age of Jeremy; thirteen. Lizzy was very opinionated; sometimes too much! She was a little spit-fire with her red hair and always had to get her two cents in! She was always a big Tomboy, until a new neighbor moved next to them, Ricky. She changes a lot throughout the story. She changes mentally, physically, and her perception on life. I don’t know if I