Indicative content:
• Product, Place; Price; Promotion
Product
• the range of excursions/stop off points could be widened to include
attractions for other interest groups or families.
• Wider range of on board facilities.
• Shorter cruises could be offered to cater for people staying in hotels
who would like a day trip.
Place
• the cruises could be distributed via the internet
• the river cruises could start at different departure points
Price
• variable pricing could be used to attract groups/families/visitors in
low peak seasons.
• Discount could be offered for people who book more than once.
Promotion
• promotional offers/special offers could be used to entice customers.
• The cruises could be advertised on TV or in leaflets distributed to
hotels and Tourism Offices.
Use levels of response criteria:
Level 1 (1–3 marks) At this level candidates will identify 1, 2 or more
aspects of the marketing mix and/or give examples.
Level 2 (4–6 marks) At this level candidates will explain 1, 2 or more
aspects of the marketing mix and/or give examples within an applied
context.
Level 3 (7–9 marks) At this level candidates will evaluate 1, 2 or more
aspects of the marketing mix. To score 9 marks, candidates will make
recommendations which aspect/s of the marketing mix should be
adapted.
Note: The answer must relate to River Rhine cruises to access L2 and
above.