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The Vancouver Public Aquarium Case
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This is a 15 page paper discussing the marketing case of the Vancouver Public Aquarium (1987). In the case presented, the Public Relation Director has to consider a request from the Educational Programs Coordinator to restrict access to the Aquarium for school groups only during the weekday winter hours of 10 a.m. to 3 p.m. In considering his alternatives, the Director has to take into account the six significant markets: schools, members, general admissions, donors, volunteers, and scientists in addition to other factors which would be affected by change such as gift store hours, customer satisfaction and improving the efficiency of the advertising budget and campaigns. The case is presented using the Harvard Methodology format: problem definition, alternative solutions, critical success factors, evaluation of the problem and conclusion.
Bibliography lists 5 sources.
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Pages:
15
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Filename:D0_TJVanPA1.rtf |
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Paper Title:
The Vancouver Public Aquarium Case
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