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Topic: Business
Number of pages / Number of words: 3 / 665
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A diversity marketing strategy may be a viable option to use in this case, since mass marketing will not be feasible. MGI must determine what the customer from North America wants to see in their tour packages versus what the European adventure travelers may want. A comprehensive study of the two distinct markets must be done to determine the buying behavior of the two distinct types of customers...

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A comprehensive study of the two distinct markets must be done to determine the buying behavior of the two distinct types of customers. MGI should begin its research by contacting U.S. tourists and identifying the types of packages offered to them. MGI should also contact North American tourism offices, professional associations catering to adventure travelers, and adventure travel research organizations to get a better feel of what the North American adventurer wants to see in their packages...

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