Refer to the Scenario Below to Answer the Following Question(s)

question 32

Multiple Choice

Refer to the scenario below to answer the following question(s) .
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 cliff overlooking the Maine coast, Seagull Terrace had attracted thousands of visitors during summer, but then faced a tremendous downturn in business during winter. "But, given the established industries 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!"
So 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 also 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 entrees that are a part of the local cuisine, 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."
-Seagull Terrace offers its customers good accommodations, local delicacies, and amazing seaside views. The overall experience provided at the motel is a part of its ________.

• A) market offering
• B) target market
• C) market segment
• D) product positioning
• E) marketing mix

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Definitions:

Massachusetts Colony

One of the original English settlements in North America, established in 1620 by the Puritans, it played a central role in the early history of what became the United States.

Toleration Act

Was legislation passed in England in 1689 that granted freedom of worship to Nonconformists, although with several restrictions, marking a step toward religious freedom.

Bill Of Rights

The first ten amendments to the United States Constitution, ratified in 1791, guaranteeing such rights as the freedoms of speech, assembly, and worship.

Glorious Revolution

The overthrow of King James II of England in 1688 by a union of English Parliamentarians with the Dutch stadtholder William III of Orange-Nassau, leading to a constitutional monarchy in Britain.