THE MARKET

Market segmentation has become a useful tool in planning relevant

marketing strategies. Its objective is to enhance more cost-effective marketing
under the promotion, formulation, and delivery of purpose-designed products
that fulfill the identified needs of target groups. The majority of segmentation
studies cope with key variables including income, occupation, family life cycle,
social class, personality, and educational level (Cunningham and Crissy, 1972).
Specifically, target market selection is a significant step in creating a
marketing strategy. It’s usefulness of market segmentation in travel literature
has been well identified (Jang et al., 2004). Indeed, cruises are a remarkable
sector of the travel industry, market segmentation is considered as a strategic
tool to obtain greater efficiency in the supply of product to fulfill identified
demand, improve cost effectiveness in the marketing process (Park and Yoon,
2009), and investigate the association between cruisers and destination.

CRUISE SECTOR
These have resulted in the introduction of more diversified products
serving various customer categories, including younger people, families and
multi-generation groups. Cruise lines pay close attention to their customers’
vacation desires and develop new itineraries and destinations, innovative ship
designs, constantly introducing new services, facilities and entertainment.

CRUISE OPERATORS
However, as with many wholesale operations, if the product can be
supplied directly to the consumer, larger profit margins or more appealing
lower selling prices may be attained. Therefore, the majority of cruise lines sell
their products directly to the general public, operating as both wholesalers and
retailers.
This means that most cruises have fixed costs relating to some elements,
such as transportation (fuel), food, labour, port administration and customs,
and variable costs relating to other elements such as beverages or shore
excursions.
-Brochures are produced well in advance of the cruise date, and
planning has to take into account fluctuating prices, rates of exchange for
items purchased outside the country of the operator and changing market
conditions (Dickinson & Vladimir, 1997). It is reasonably common for cruise
operators to update brochures to react to changing conditions. This can mean
offering different prices in later editions and in some cases making
amendments to the product if the change has come about for reasons outside
the cruise operator’s control.
-The Internet is used predominantly as a primary distribution tool. In
this format it can be a point where information is presented to potential and
actual customers to help them find out more about the cruise package in a way
that brochures can never achieve. Can also be used to enable clients to book
online, to capture data for immigration purposes and for financial control.

Travel Agents
A travel agent's job is to assist you individuals in planning, selecting, and
arranging your vacation. They normally work within the confines of a budget established
by the holiday planner. Providing also recommendations for places to visit, as well as
information on local tourist sites, events, and customs.
MARKETING ACTIONS AND ALLIANCES
Advertising uses a number of communications media, including: commercials on radio,
television and at the cinema; the Internet, social media, newspapers and magazines;
posters and billboards. PR can be gained from editorial or features in travel
publications, newspapers and magazines. Merchandising reinforces the brand by using
items such as pens, desk pads or mementos to remind the user about their vacation.
Promotion can be associated with advertising or it can be incorporated in events such
as sales promotions to visiting groups on board cruise ships.
LOYALTY
While occasional cruisers will get some benefits, the best rewards are saved for the
most avid and highest spending cruisers. For some cruise lines, these benefits add up
to hundreds -- if not, thousands -- of dollars saved. On others, the savings aren't as
great, but they help make your cruise vacation a special experience.