deo Case 6.2 Ski Butternut Offers Thrills-Not Spills \"Ski Butternut is a true f

Question

deo Case 6.2 Ski Butternut Offers Thrills-Not Spills "Ski Butternut is a true family mountain," says Matt Sawyer, director of marketing for the ski and snowboarding resort nestled in the Berkshire Mountains of western Massachusetts. Smaller than the peaks of Colorado or even the crags of the Green Mountains of Vermont and White Mountains of New Hampshire, Butternut is what Sawyer refers to as a "soft mountain"-one that beginners can enjoy while they grow comfortable on skis or snowboards. In fact, through extensive surveying and data collecting (as well as 50 years of experience), Ski Butternut has been able to identify exactly who its customers are-and what they want when they come to a mountain like Butternut. A number of factors influence consumers' decision to try Butternut, ranging from interpersonal to personal determinants. The mountain's marketers, including Matt Sawyer and advertising consultant Ed Brooks, use various methods to tease out these factors in an effort to attract and keep customers. Cultural influences, such as the desire for quality recreation and leisure time, is one factor that drives people to a mountain resort; but there are plenty of such mountains scattered

Explanation / Answer

SOCIAL INFLUENCES THAT MIGHT AFFECT THE DECISIONS THAT CONSUMERS MAKE ABOUT WHERE TO SPEND THIER WINTER RECREATION TIME

DISCOUNTS: IT ACTS AS A SOCIAL INLFLUENCE BECAUSE THIS IS THE DRIVING FORCE OF THE GROUP , THE MORE THE DISCOUNT OFFER THE MORE CHANCE IT HAS OF BEING IN THE EYE OF THE CUSTOMER, THIS INCLUDED WITH A GOOD SERVICE WOULD MAKE THE COMPANY AHEAD OF THE COMPETITORS

CONFORMITY: IT MEANS THE EMOTIONAL FORCE THAT GUIDES A PERSON TO ACT AS THEY FEEL AND WHAT THEY FEEL TOWARDS THE BRAND OR IN THIS CASE THE SERVICE

PEER PRESURE : ONE CAN BE INFLUENCED BY THE WHOLE GROUP AS IT OFTEN HAPPENS THAT THE GROUP STAYS IN A PLACE WHERE THE MAJORITY OF PEOPLE WANT TO STAY

PERSUATION: IT IS THE TERM WHICH MEANS TO GET SOMEONE TO DO SOMETHING WHICH THEY MIGHT NOT WANT TO DO BUT NOW DUE TO YOUR PERSUATION SKILLS THEY ARE DOING IT

Q2- SOME EVALUATIVE CRITERA FORTHIS DECISION WOULD BE

PLACE: IT DEPENDS ON THE PLACE WHERE THE PEOPLE ARE DECIDING TO STAY IF THEY HAVE A BETTER LOCATION IE BETTER SUNLIGHT, OPENSPACES ETC

PRICE POINT : THIS IS ONE OF THE BIG AND DECIDING FACTORS WHICH AFFECT THE BUYING DECISION AS IT ISTHE CUSTOMER WHO WILL PAY AND THEY WOULDNT LIKE TO SPEND TOO MUCH

COMFORT: THE COMFORTABILITY OF THE PERSON OR THE GROUP IS ONE OF THE IMPORTANT FACTORS AS THEY MUST MATCH THEIR EXPECTATIONS THAT THEY MIGHT HAVE ABOUT THE PLACE

SERVICE: THE SERVICE PROVIDED(THE ROOMS ,STAFF,FOOD ETC) BY THE COMPANY SHOULD BE GOOD AS IT WOULD DECIDE WHETHER THEY WILL VISIT AGAIN OR NOT , FIRST IMPRESSION IS THE LAST IMPRESSION  

GROUP DISCOUNTS: IF THE GROUP GETS A GOOD DEAL THEN YES PEOPLE WOUD OFTEN VISIT THE PLACE INN LARGE NUMBERS JUST LIKE IN THE CASE OF SKI BUTTERNUT AS THEY OFFERED 20$ OFF THE TICKET PRICES ON WEEKENDS TO ATTRACT CUSTOMERS AND IT WORKED

COMPETITION : ANOTHER IMPORTANT FACTOR IS HOW THE COMPETITION BEHAVES TO ALL OF THIS WHAT THEIR SERVICE IS AND HOW THEY ARE DIFFERENT FROM THE COMPANY ,WHAT S SO UNIQUE ABOUT THEIR SERVICE THAT CUSTOMERS SHOULD GO TO THEM

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