cruise ship as the product

7/25/2019 Cruise Ship as the Product

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CRUISE SHIP AS PROD


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The Product

Cruises have three diferent economic eatures:

Inelasticity

a cruise ship is perisha!"e# !ecause it can$t !e stored

Heterogeneity

the product consists o a variet% o components that ma&ee'perience diferent or each customer

Complementary

the cruise is not one sin("e e'perience !ut a host o e"eme

com!ine to orm the cruise e'perience


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SECO)D*DE+REE PRICE PERCEPT

T,o*tier pricin( s%stem

-irst purchase*tic&et to (et on the !oat

Additiona" purchases durin( the vacation

Cruise .ine E'cursions

A"coho"ic/Sot Drin& 0evera(e Pac&a(es

C"assic 0evera(e Pac&a(e 1!eers2 ,ines and sot drin&s3 456

Premium 0evera(e Pac&a(e 1addition o premium a"coho"ic c


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On*0oard Sa"es

Top 7 most pro8ta!"e areas

Casino 9 0ar 67;

Shore E'cursions


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THIRD DE+REE PRICE PERCEPT

A""o,s consumers to se"*se"ect into their desired pr

Diferent c"asses o !oats ,ithin a cruise "iner

.ar(er/)e,er the ship2 more "u'urious#

Diferent c"asses o room choice

Interior2 Ocean ?ie,2 0a"con%2 Suite


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Room C"ass Price Perceptio

A""ure o the Seas4>

4>

4@>>

47>>

45>>

46>>

4>>

4


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Tempora" Pricin(

1Time*!ased pricin(3

Seasona"it%

Pricin( umps in the summer months and Christmas

Itinerar% 16 da%s2 da%s2 B da%s2


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Inter*Tempora" Pricin(

As cruise approaches2 consumer demand !ecomes increaine"astic2 a""o,in( cruise "ines to raise prices

Ho,ever2 immediate"% !eore the departure date2 cruise "attempt to ma'imiFe capacit%2 "eadin( to "ast*minute price

decreases 0rochures are careu""% desi(ned to encoura(e advance !

throu(h such strate(ies as ma&in( of*season prices "oo&dramatica""% "o,er than their on*season counterparts and discounts or !oo&in( ear"%


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Ho, ar in advance cruise ,p"annedG

7 ; * "ess than one month

@; !et,een one and three months

76; !et,een three and si' months@=; !et,een sic and t,e"ve months

; more than one %ear


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Documents )eeded

Con8rmation tic&et or voucher

Em!ar&ation date and hours

Port "ocation

Ca!in num!er

Dinin( room seatin(

0oo&in( ID num!er

Terms and conditions o the vo%a(e

Cruise !oo&"et

Dress reuirements

On!oard credit po"icies

hat c"othes to !rin(


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Documents )eeded

Passport / visa

+it order

Co"or*coded "u((a(e ta(

Immi(ration and customs orms 1i needed3

Trave" insurance orm

Itinerar%

Air tic&ets and hote" inormation

Ship card


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