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Winfred ReeceIii 

3/3/2016 3:23:42 AM

Customer relationship management is a method that with the help of software is used to track purchasing patterns as an effort to help business’s to retain its current customer base. (White S. 2012). In short the software use for the purpose is an electronic Rolodex used in days gone by; this software provides more information instead of a name, address and phone number. It informs business of a customer purchasing habits and purchasing trends to help businesses to stay on top of advertising meant to obtain both current and new customers. This is much like going to your favorite fast food restaurant and hearing the drive thru or front counter person asking “would you like fries with that”, “will that be a large combo”, or “would like to try this or that new product with your meal”? It is in this world of business that it is called suggestive selling or upselling.

During the year of 2006with only a small portion being children, about 33.5 million tourists visited leisure destinations we call theme parks. Those 33.5 million tourists spent approximately $11.5 billion during these visits to theme parks. (Hyun, S. S. 2009). Although there is a Carrowinds closer to me, when I think of theme parks I think of Dolly Parton’s Dollywood and Splash Country. A visit to their company’s website show a variety of season passes for either park of a season pass for both parks. Although the perks that come with these passes seem to be an okay deal to me there is really nothing that states I want your returned business or hey how about visiting one of my theme parks or better yet while you are in the area why not pay a visit to both parks.

As an effort to obtaining new potential customer for the operating year of 2016 I open both parks on May 8 allowing all mothers free admission followed with free admission to farther on Father’s Day.  Then starting May 9 through June 20 I would allow senior citizens age 55 or older to purchase their tickets at the cost of $35.00. Starting June 21 through July 5, I would allow children ages 0-11 years’ free admission with each paying adult at full admission; each adult ticket purchase would equal one free child admission. Then beginning in August I would run the same special in regards to the children but this time I would only offer in regards to staying at my hotel. Theme park tickets would return to regular price but this time I would off a free stay for children 0-11 years in my hotel with paying adult.  I would also begin running season pass specials for those who may be purchasing season passes for the first; these season passes could then be purchased with 5 payments over a 5-month period instead of the advertised price of 6 payments over a 6-month period. 

For the operating year of 2016 the following would be used to retain current season pass holders. They would be allowed to purchase their 2016 season passes at 5 payments over a 5-month period. Then during the month of August these same season pass holders could obtain their 2017 season passes at 4 payments over a 4-month period. Although I think the perks offered with season pass holder are okay I would add the following perks to all season pass holders. A 10% discounts at restaurants located within the theme parks, a 10% discount when staying at my hotel if reservations were made 2 weeks in advance, I would also offer a 10% discount at my Dixie Stampede. Gold pass owners would see a 10% discount applied to all cabin rentals if reservations were made two weeks in advance in addition to free shuttle service to and from the park and their cabin.

Respectfully,

Calvin

http://www.dollywood.com/Tickets/benefits.aspx?icid=sp-subnavbar-benefits

http://www.dollywood.com/Tickets/season-passes

Hyun, S. S. (2009). Managing long-term customer value in the theme park industry: A customer equity-based approach. Journal of Travel and Tourism Research (Online), , 28-54. Retrieved from http://search.proquest.com/docview/866991527?accountid=32521

White S. 2012 Principles Of Marketing Bridgeport Education Inc

ustomer Relationship Management

Amber Gottlieb  

3/3/2016 9:42:15 AM

     Six Flags America (SFA) is an amusement & water park, with theater entertainment, games and much, much, more.  Its an epic adventure for little tots, courageous teens, and the inner child that’s screaming to get out of every adult.  With group rates, senior discounts, and season passes, everyone has the opportunity to a dynamic blast of fun.  In order to get the word out to people, marketers use strategic planning from technological data, called Customer Relationship Management (CRM).  “CRM can be defined as the core business strategy that integrates internal processes and functions, and external networks to crate and deliver value to targeted customers at a profit” (Iriana, Buttle, Ang, 2013).  SFA has a lot to offer, but the goal is to supply to a demand that people in the area want and keep a loyalty relationship with customers, while building new ones.

     In order know what the populations niche for entertainment is, the marketing campaign needs to learn the consumer’s behaviors.  Is this a community of people into fitness and health or is this a town geared towards fried foods, smoking and drinking?   The campaign needs to hook a diversity of personalities and combine family fun with cocktails and karaoke.  These are the potential buyers.  Since the population is so varied and SFA wants people to come from out of town also, the undifferentiated strategy will best fit this globalized culture.  This is a “sales-growth strategy that ignores market segment differences and attempts to appeal to all prospective customers with a single, basic product line through mass advertising and distribution” (White, 2013).  This is a good time to start the B2B buyer’s invitation and ask Anheuser-Busch, Sea World, and Warner Bro’s to hop on board and be indifferent too.

     The next step is to group the product.  Rides for all sizes, but separated into its own age appropriate town and a common ground called Hurricane Harbor Water Park (depending on the location).  Within that vicinity is the food court and in house restaurants that offer entertainment for the hip hop or country boy/girl “in ya”.  The food featured is prepped and ready to fulfill a diversity of festive taste’s or one may prefer just a nice cup of dip~n~dots ice cream.  Regardless of your food preference, SFA has the king of beers to wet your whistle and give the ambiance of a pub for the adults. “Segmentation and company image must connect” (White, 2013). The Looney Toon Town for the little’s and the Gotham city for the dare devils will be sure to keep everyone holding on tight, with a smile.  These rides will be better than any you have ever ridden. 

     The investment into this fun filled extravaganza, is cost beneficial through the customer loyalty in season passes and SFA even puts meal deals on the passes.  It’s an affordable tween day care with meals included.  Who in LA Plata wouldn’t pass this up and who wouldn’t invest in a pass, when its less than double the price of one single ticket?  It’s a no brainer to the customer value equation, as both overhead profit and customers value are balanced.  The recency, frequency, and monetary volume (RFM), will create overhead and long term business partners and customers.

    The Perceptual Maps will revile any companies with multiple brands of product lines.  Its important to know the competition and know what they are using for a hook and if it’s working. This marketing hook is going to gear towards a Utilitarian and a Hedonic necessity.  This park is great for the whole family and if the family doesn’t play together, they must not be really living. YOU NEED THIS FOR YOUR FAMILY TO HAVE A GOOD SUMMER AND TO HAVE HAPPY MEMORIES.

    An important factor in getting customers to come back, would be to discover the marketing customer info file (MCIF) and do mail outs to the previous year’s season pass holders.  Although the bio-psychosocial factors, do play a major role in the expectations and behaviors of the consumer, but we want the segment to grow.  Therefore, marketing must retrieve data from external amusement parks and compare their product, pricing, place, and promotion.  Grouping segmentation is important to distinguish the 4 P’s in marketing and maintain or re-retrieve customers/consumers. 

References

Iriana, R., Buttle, F., & Ang, L. (2013). Does organisational culture influence CRM's financial outcomes?. Journal Of Marketing Management, 29(3/4), 467-493. doi:10.1080/0267257X.2012.732598

White, S. (2012). Principles of marketing. (1st ed.). San Diego, CA: Bridgepoint Education, Inc.