Scenario Carol Veldt, Owner of Seagull Terrace, Watched Her Investment Grow

question 36

Essay

Scenario
Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small, seaside motel to a thriving year-round resort in just a few years.Atop a bluff overlooking the Maine coast, Seagull Terrace had attracted thousands of visits during the summer months, but then faced a tremendous downturn in business during the winter months."But, given the industry in the nearby towns, very little year-round competition, and our close proximity to Portland," Carol added, "I couldn't understand why seasonality had to hit Seagull Terrace so hard!"
o Carol spent her first winter devising a new marketing plan.She put together a promotional package designed to attract business travelers year-round.Carol's plan, then, involved a seasonal promotional gimmick-to be implemented from early winter to late spring-that would attract the same numbers as the large summer crowd.Her idea worked! During her second winter, Carol greeted numerous business travelers-both satisfied repeat guests as well as new guests who had been snagged by her promotional appeals.
We still have a long way to go," Carol admitted."Our delicatessen offers delicious entrees, but we'd like to expand that.We provide health club privileges off-site, but we'd like to eventually provide our own.These are goals I hope to achieve in a few years.Our first project, however, included a renovation of our guest rooms and I'm quite proud of the results." Carol then added, "Actually there are so many possibilities! With an indoor pool area, I will eventually offer weekend getaways throughout winter."
In what ways might Carol Veldt be implementing the product concept?

---

Definitions:

Responsive

The quality of reacting quickly and positively to stimuli or input from the environment.

Negligent

The failure to provide the necessary care, attention, or diligence that a reasonable person would under similar circumstances, often resulting in harm or damage.

Insecure

Feeling uncertain or lacking confidence in oneself, often resulting in anxiety or apprehension about one's achievements, relationships, or personal worth.

Anxious Attachment Style

A pattern in relationships where an individual exhibits high levels of anxiety about being abandoned and a craving for closeness.