SOUTHERN CROSS UNIVERSITY ASSIGNMENT COVER SHEET For use with online submission of assignments Please complete all of the following details and then make this sheet the first page of each file of your assignment – do not send it as a separate document. Your assignments must be submitted as either Word documents, text documents with .rtf extension or as .pdf documents. If you wish to submit in any other file format please discuss this with your lecturer well before the assignment submission date. Student Name: Lovemeet singh Student ID No.: 22342483 Unit Name: Unit Code: Tutor’s name: Assignment No.: Assignment Title: Due date: Date submitted: Declaration: I have read and understand the Rules Relating to Awards (Rule 3 Section 18 – Academic Misconduct Including Plagiarism) as contained in the SCU Policy Library. I understand the penalties that apply for plagiarism and agree to be bound by these rules. The work I am submitting electronically is entirely my own work. Signed: (please type your name) Date:  QUIZ 2 - 10 Questions worth 1 mark each NOTE: Type your answers in black in the text boxes following the questions in the Answer sections. Use the 1.15 line spacing and Calibri size 11 font (as currently set for this document, ie don’t change the document settings). Short descriptive answers should be no longer than approximately 5 lines and all answers must fit into the text boxes provided. IMPORTANT check that all of your answer is visible in the text box, ie any text hidden will not be read and means you have written too much. DO NOT WRITE ANYTHING OUTSIDE OF THE TEXT BOXES. ___________________________________________ Question 1 What is your definition of the “Cruise product”, and how does it differ from other tourism products? NOTE – there is no one correct definition of the “cruise product”, this is up to you to create a definition based on your understanding from your reading, comprehension and thoughts in this topic and the unit so far. To answer this question you may wish to compare a cruise with a stay at a resort and compare the inclusions and the different experiential elements? Answers for Question 1: Definition of the “Cruise product”: How does the Cruise product differ from other tourism products?  Question 2 Based on your viewing of the recorded Cruise Product lecture and the associated videos (particularly the Caribbean Shore Excursions video), in what ways do Cruise Lines, or can Cruise Lines increase their revenue regarding: A/ the onshore excursions at destinations: B/ the onboard activities and experience: Question 3 Multiple-choice choose one answer only and write the letter in the text box In cruise product development the driving force for innovation is mostly: technological advancements including ever bigger and better ships being built. the cruise company wanting the consumers to absorb a new product. the cruise company wanting the consumers to accept a new product. the consumers being initiators or as the target of innovation. the international regulatory frameworks that ships must operate within to comply with contemporary standards. (Hint – the answer is found very specifically in the text book.)  Question 4 Read the following statement and write whether it is True or False The oligopolistic structure of the cruise industry offers good conditions for product development innovation. Why? Give a reason for your True or False answer. (Hint – this is found specifically in the text book): Question 5 Royal Caribbean’s Oasis of the Seas is one of the most ambitious new cruise products in recent years, and exemplifies the discussion in Chapter 12 of the text book highlighting the challenges and how long and involved the cruise product development process is…in this case it was 6 years between the first plans in 2003 and delivery of the ship in 2009. It is claimed that ‘she was the biggest and most expensive cruise ship ever built, featuring ‘daring innovations’ (RCI 2009b cited in Spiegel 2012, p. 163). These innovations were promoted by the cruise line as the ship’s many “Firsts” in the cruise industry. How many “Firsts” and/or the “largest” of something does Oasis of the Seas provide and what were they? (Hint – the web link for the promotional video has been provided in the Study Guide, and there are more than 5. Number 8 is filled in for you…except for one word that you need to fill in.) Answers for Question 5 How many “Firsts” or the “Largest” of something does Oasis of the Seas provide onboard? List the “Firsts” or “Largest” of something? 1/ 2/ 3/ 4/ 5/ 6/ 7/ 8/ Even the life-boats are so big they are called “life ships” and feature a . Anything else? Question 6 multiple short answers - from Kwortnik (2006) and Kwortnik and Rand (2012) According to Kwortnik (2006) quoting Carnival’s then Vice-president of marketing planning, what percentage of cruise trip sales come through Travel Agents? So, Travel Agents still play a vitally important role in selling cruises despite market access to web/internet information and booking options. Briefly explain why this is, and in doing so you should mention a fundamental difference between tourism products and the cruise product. What organisation offers one of the most successful education certificate programs for Travel Agents? Cruise Lines also provide their own brand education through strategies such as:  Question 7 multiple short answers Provide a definition for “disintermediation”. In your own words briefly describe the different disintermediation approach of Carnival compared to Renaissance with regard to using Travel Agents as their major selling and distribution channel. Start your answer by writing the client question asked by every one of Carnival’s direct reservationists with regard to Travel Agents OR the phrase that appears on every one of their printed or visual advertisements. Whose approach was most successful?  Question 8 Short answer and a multiple choice question Intermediaries survive by adding value. How did the Travel Agents attempt to add customer value when Carnival introduced direct sales? And how did Carnival respond to the Travel Agents action? Choose one answer only from below and write the letter in the text box By introducing an advertised-price policy to eliminate the need for clients to book through Travel Agents. By introducing an advertised-price policy so Travel Agents could no longer promote a lower price. By claiming that Travel Agents were not doing their job properly and increasing their own direct sales force. By claiming that Travel Agents were not doing their job properly and reducing the commission paid to Travel Agents. Question 9 Traditionally there was only a handful of Cruise Lines that made regular use of paid consumer media, especially national broadcast television (TV/cable) and print advertising. Why? Instead, what is one of the most powerful communications tool in the Cruise Lines marketing portfolio, and provide 2 examples of how it is used. List 5 examples of new consumer media tools used by Cruise Lines: Question 10 What are the 1st and 2nd Rules of how Cruise Lines work and determine trip prices (from a cruise distribution and selling perspective)? (Hint – you will need to view the Cruise Compete “How Cruise Lines work and price determination” video.) Which Rule is most important? Why? The Cruise companies predict demand and charge as high a price per cabin as they think the market will pay. List 5 situations for which they charge higher prices than usual (the first one is filled in for you). School or summer holiday periods