Research Paper on:
British Cunard Line Ltd. Marketing

Unformatted Sample Text from the Research Paper:
industry formerly was able to operate on the "if you build it, they will come" philosophy, but it no longer has that luxury. Tourism has been forced in recent  years to join the ranks of all other types of businesses, particularly in actively marketing to the target group it most wants to attract. Of course organizations within the  tourism industry must also address concurrent issues, but a better understanding of the customer is always beneficial to success. Competition can be expected  only to increase in coming years, and it will only be to Cunard Lines advantage to gain greater understanding of its business and its customers now so as to market  itself most efficiently. The company needs to promote its luxurious, high-end status with confidence, but without a shred of arrogance. Economic  Effects Should Cunard use a more sales-oriented format with more emphasis on price for its tactical advertising? Cunard wants to preserve its carefully  crafted and meticulously maintained luxury image, and indeed it must if it is to continue to be able to charge premium prices for the level of luxury it provides.  Cunard likely does need to give more attention to price-oriented advertising, but it can use the advertising of competitors to its advantage rather than whittling away at the image that  Cunard has worked so hard to cultivate and maintain. The company is advertising in the "right" places, and low-cost competitors are advertising right  along side. Cunard can take advantage of others "$1,000 off" sales, intimating to readers that Cunards prices reflect quality and luxury available with no other lines. Cunards prices