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Cape Breton Case Study

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Executive Summary Cape Breton Boat Rentals is a boat rental company owned by Bruce MacLean and operated by his brother Malcolm Maclean. Although their reception was welcoming in the year 1988, their selling price could be said is at below the actually operating cost. To avoid the same situation in 1989, the MacLean bothers had to improvise and make aggressive decisions like for example tripling their advertisements. We will show possible ways and methods on how they would have improved in marketing concepts. We will go through the marketing characteristics, marketing mix and marketing concepts that were and should be applied. We feel Malcolm MacLean is stealing money from the business.

1.0 Introduction We are given a real life case …show more content…

3.0 Question 2
3.1 Intangibility
Intangibility means the incapacity to assess the value gained from using an intangible service where it can’t be seen, touched, tasted, smelled or stored (Palmer, 2000). In intangibility there are two different aspects that could be looked into which is the search quality and experience. The search quality is when they observe the product without experiencing it at first hand. In reality they would know what they would want to rent like for example kayaks, canoes or a motorboat by only looking at it but have not experienced it yet. The experience is when the customer has rented the tangible product and has had an experience using it while being able to assess whether it is satisfactory or not. Once the service rented is satisfactory, the customers would tend to return to the same place as they would have confidence on the service obtained. Services are harder to market to potential customers compared to goods as there is no physical evidence to showcase. This is where the advertisements, brochures and customers word of mouth play a big role. The advertisements and brochures has to be crystal clear and direct to capture the attention of potential customers, giving them an idea of the services that might be purchased, which in this case is rental of various boats.
3.2 Inseparability
Inseparability means the

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