A major mainstay of the economy of Hong Kong is the tourism industry. It contributes to about 3.4 percent of the GDP of Hong Kong. Moreover, it employs over 190 thousand individuals and this accounts to 5.6 percent of the total employment. A tourist destination such as Hong Kong Disneyland contains both tangible and intangible attributes. It offers tourist facilities, hotels and entertainment facilities (physical goods) as well as various services (entertainment, shows, rides, etc).
The present paper is going to analyze and discuss domestic tourists as the target market of the Hong Kong Disneyland. The paper will further discuss and analyze the market mix of the Disneyland theme park in terms of the 7Ps used in service marketing.
Hon Kong Disneyland has been able to get and stay at the top through quality products that are able to satisfy the needs of its customers. Nonetheless, their marketing technique is unique and very successful. To this effect, the tourists of Disneyland have become more informed about the theme park. In the recommendations section, the paper will consider some of the gaps or the weaknesses in any of the 7Ps, and the paper will attempt to give suggestions on how to improve them.
1.0. Introduction
Hong Kong Disneyland is the 11th theme park in the world, and the first of the theme parks that Walt Disney built in Hong Kong. At least on Paper, Hong Kong Disney is set for imminent success. The Disneyland Park was built in Hong Kong because the nation is considered to be one of the largest tourist destinations in the world, and is likely to be the mainland tourists and a redoubtable force with a spending-power. Disney has gone an extent of making the Hong Kong Disneyland theme park to be culturally sensitive to the population of Hong Kong and attractive to the visitors from Chinese. Despite the fact that it has put locals at ease, the executives of Disneyland have ensured that the park is accessible to Hong Kong tourists (Doris, 2006).This is advantageous because It has contributed to about 3.4 percent of the GDP of Hong Kong it has employed over 190 thousand individuals and it accounts to 5.6 percent of the total employment. This paper aims at analyzing and discusses the target customers (domestic tourists) and the marketing mix or 7Ps used by Disney to market the Theme Park.
2.0. Target market of Disney theme park
The target market of Disneyland is mainly Hong Kong citizens who only speak Japanese. The Disney theme park aims at attracting new-markets such as foreign tourists. Disneyland, a water theme park that has a shopping mall and two hotels, was the first Disney theme park to be opened of the Tokyo Disney Resort, Hong Kong. Annually, the park has about 25.8 visitors more than 96 percent of them are from Hong Kong. Approximately 84 percent of those visitors are aged 39 and below. The theme park is mainly focused on the domestic-market. If tourists from abroad are attracted, it will be a major shift for theme park which sometimes fails to address the foreigners needs. Foreign tourists do complain that the theme park is not user-friendly because of the long queues for the rollercoaster, other rides, and food (Doyle, 2000).
The Disneyland normally promotes the alternative for Hong Kong citizens to travel in Asia whereby an economic detonation will provide markets that are fertile for the park. Most domestic tourists who visit Disneyland prefer visiting Hong Kong Disneyland or soaking up traditional sights to trekking to the theme park. Seniors such as Hong Kong ages are another potential market. It instigated an annual pass that is cheaper for seniors and it hosts entertainment such as circus theatre and horticulture exhibitions with a taste that is more complicated. The Disneyland is also looking forward to attract Hong Kong men. Most visitors are female (73 percent) probably because of the mammoth popularity of Disney characters that is among Japanese females (Stephen Brown, 1998, pp. 99). Getting the right mix to attract men requires making drastic change that might estrange its conventional female customer-base, and this is a major challenge for Disney but it can pay off as Japan ages. Nevertheless, most professionals concur that Disney will soon set up a resort in mainland (Hong Kong). As Fukushima (2003, pp. 24) puts it There are still many individuals who have never visited parks, so we plan to market parks in a precise manner for those people.
The Disney theme market aims at attracting the main land of Hong Kong, the worlds most populated nation, which has a mammoth budding growth market for Disney, both for its wider entertainment offerings and its theme parks. The first phase of Hong Kong Disneyland would cost 3.6 billion which would encompass a Magic Kingdom style park with features that are bespoke to the Hong Kong region. If the initial park is a success, it could be expanded to encompass a shopping district and hotels. Though, 43 percent ante in the resort would be hold by Disney while the government (Hong Kong) will own 57 percent (Doris, 2006).
3.0. The marketing mix or 7ps used by Disney to market the theme park
The Hong Kong Disneyland follows the 7Ps structure to market the theme park. The fundamental aspects of place, product, price and promotion will remain, but there are 3 additional variables process, people and physical evidence encompassed to 7Ps mix. This extension is of necessity because of the high contact of between the customers and Disneyland the utilization as well as production of theme park and immensely visible nature of the service process. Although it is feasible to discuss process, individuals, and physical process within the original Ps framework, the extension permits an analysis that is more thorough of the ingredients of marketing, which are of necessity for services marketing that are successful.
3.1. People
Due to the fact that there is simultaneity of utilization as well as manufacture in the services, the Disneyland staff occupies the vital position to persuade the customers perspicacity of product quality. Indeed, the quality of the service is indissoluble from the quality of the service provider. A key task in marketing is to set principles that will monitor the performance of the services provided by workers and improve their quality. With no control and training, workers tend to vary in their performances and this may result disparities in the quality of the service. Training is essential because it assists workers to understand the suitable forms of behavior, which enables trainees to espouse best performances of the theme park (Kotler, et al., 1999).
3.2. Physical evidence
This refers to the setting whereby the service and any substantial goods that smooth the progress of the communication together with performance of the service are delivered (Hampy, 2006). Prospective customers of Disneyland seek inklings to the likelihood of a quality of service by scrutinizing the substantial evidence. For instance, potential customers of Disneyland may rely on the staff, the design of learning materials, and the appearance of facilities.
3.3. Process
This is the mechanisms, procedures and flow of activities that occurs when acquiring a service (Hampy, 2006). The decisions of the Disneyland processes will radically influence how a service can be delivered to the customers of Disneyland. The services in Disneyland theme park encompass multiple processes such as evaluation, delivery and first contact with customers, preparation, and administrative procedures regarding service delivery. For Disneylands management to be successful, it ought to employ the following guidelines Make sure that marketing occurs at all echelons from the department of marketing where the service is offered consider the introduction of flexibility in the service provision recruiting high-quality staff good behavior and attitudes, which are vital to service differentiations and quality setting up a quick-response facility to the complaints and problems of the customers employing new techniques to offer better services at a cheaper cost and using branding to distinguish clearly competition from service offering their target customers minds.
3.4. Pricing
According to Jobber (2001), price can be defined as the amount that a customer pays for a certain product. Various factors determine this amount, which are The perceptible worth of the product by the customer product identity market share and competition. The pricing of the hotel at Disneyland are structured differently according to tourism season, thus there is non-peak rates, regular season rates, and peak rates. The price of Disneyland Hotel begins at 205, with various types of rooms available, this could be larger rooms or rooms facing different views. At Hollywood Hotel, the lowest room goes for 128 and increases according to the room size and the view it offers. This ensures that tourist gets want they need according to how much they want to spend. The Disneyland also looks keenly at how the industry performs and tries to offer guests what they prefer (Jobber, 2001, pp. 26). The price of Disneyland packet tickets on a single day begins at HK 350 for adults and students (12-25 years), HK 250 for children (3-11 years), and HK170 for seniors. The Passes prices on a yearly basis can be categorized as Value, Deluxe, or premium as shown in the table below.
Single-Day TicketsPasses Prices on Annual BasisValueDeluxePremiumAdultsHK 350HK 650HK 1,300HK 1,800Students (12-25)HK 350HK 460HK 930HK 1,250Children (3-11)HK 250HK 460HK 930HK 1,250Seniors (65 or above)HK 170HK 370HK 740HK 1,000Children under 3 are free. Tickets Selling Hours From 0900 until the park closes
3.5. Place
This stands for, the location where products from a company are purchased and found. In most cases, as Doyle (2000) observe, this will refer to the distribution channels of the company which can be virtual stores found on the internet or even physical stores. Disneyland Company has managed to develop various distribution channels that have made sure that its products reach a wide market. Nevertheless, a larger network of selling its products has been built by Disneyland this has made sure that its customers can easily get products from the company. The firm has independent licensees, distributors, and subsidiaries in other nations who sell the companies products. According to Hampy (2006), Disneyland either supply to the consumers through wholesalers or directly, that is, it either uses indirect or direct channels.
The company intents to grow in terms of revenue and size, to achieve this, the management of Disneyland is working on developing franchise on both local and international level.
3.6. Product
This refers to a service or an object that a company manufactures or produces especially on a large scale with amounts that are precise. Hong Kong Disneyland theme park has a large collection of products that is sells to the market. The company also intents to be fill gaps that exist among its shopping mall products and services from its 2 hotels, through being innovative and developing new products that can satisfy the varying consumer needs. Disneyland products from the shopping malls and hotels are meant for children, men and women. The company is renowned for its shopping mall and two hotels that entertain its customers. In order to improve the quality of its products, it monitors its products. In doing so, Disneyland is able to retain its market share by marketing its products. Moreover, the characteristics of its products are well-defined to meet their customers needs.
3.7. Promotion
Promotion encompasses all communications that Hong Kong Disneyland park use in marketing its products. As McCarthy (2001, pp. 14) assert, there are four aspects in promotion Public relations advertising word of mouth and point of sale. If all the four elements are incorporated by Disneyland, then a certain echelon of crossover will take place. This marketing mix has been employed by Disneyland to its full advantage. All the four elements have been incorporated which has made the company to retain and capture a lions share of the market. Nonetheless, the company uses various celebrities to market their products. This method has been successful because the company has received many customers, who want to be identified by celebrities. Furthermore, Disneyland has advertisements that appear on the internet or in the media, which are used to advertise the products of the company. Advertisement is vital marketing tool that is used to increase the market share for the company.
3.8. Developing the marketing mix
The marketing mix deals with issues that are special with regard to marketing of services. What is vital about services is the comparative dominance of attributes that are intangible while designing the software mix Kotler, et al. (1999). A special kind of product is services, which typically requires particular marketing and particular understanding efforts. The stipulation of the continuing education encompasses the aspect of the intangible and tangible. Normally, it provides physical goods (learning materials) and service activities (such as organization of the courses, teaching processes, and contact with customers). The disparities between service and physical offering can implicit a degree of matter other than in absolute terms. In view of the fact that this product is dependent on delivery and design other than the costs of the teaching resources (corporal produce), the continuing education is service based.
The pricing good for the services provided by the theme park may not follow the strategies to a pricing that is profit oriented. For instance, the price of a product from Disneylands shopping mall may be held low in order to persuade families that are poor to take advantage of the opportunity. To some extent, the theme-park is able to even offer free way in to their services.
Like most services, the distribution systems for the theme park are short, with consumption and production simultaneous. Thus, it has to think about to deliver their services to the convenience of their customers. For instance, despite the fact that the theme park is based on a big city, most of its services can be distributed in petite villages across the city. Moreover, Disneyland adroit at using promotion to market their needs, the print media assists the theme park to seek donations that benefits the entire society. Also, direct mails are used to raise funds. Mailing-list of past benefactors is employed here (McCarthy, 2001, pp. 23).
Disneyland theme park uses a lifestyle geo-demographic analysis to spot the kind of person that is likely to respond to direct-mailing. It ought to be aware of opportunities that are public and which may take place as a result of their activities.
Public relations have to be a key factor in the generation of word of mouth communication that is positive, and to institute the identity of Disneyland. A major factor of communication effort ought to produce an assessment that is positive of the fundraising transaction, and to minimize the probable risk of the donation in order for donors to develop self-confidence and faith in the theme park and be committed to the cause.
4.0. Conclusion
Marketing is an important aspect for a company. With cut-throat competition being observed in the markets, a company has to come up with marketing strategies that can make it maintain its market share. Disneyland has been able to get and stay at the top through quality products that are able to satisfy the needs of the customers. The company has also undertaken most of its products through marketing, and this has enabled it capture wider segment of the market. Their marketing technique is unique and very successful. As Kotler, et al (2005, pp. 34) observes, todays world consumers have become more informed and require more information on buying. Creativity in marketing is very important and necessary because it enables a company to come up with appropriate marketing techniques that are relevant to the market. It also makes the company to save on costs and at the same time help the company to achieve its objectives. Therefore, we can conclude that marketing is a continuous process and for the company to maintain its market share it has to continue marketing
5.0. Recommendation
The pricing good for the services provided by the Disneyland theme park may not follow the strategies to profit oriented pricing. It is recommended that the price of a product from Disneylands shopping mall may be held low in order to persuade families that are poor to take advantage of the opportunity, and to some extent, the theme park can even provide free access to services as the pricing of park tickets are too expensive to some families. The administrators of Disneyland ought to understand the opportunities of the public which may occur as result of activities such as direct mailing. This will enable them to use a lifestyle geo-demographic analysis while identifying the type of persons who are likely to retort to it.
The present paper is going to analyze and discuss domestic tourists as the target market of the Hong Kong Disneyland. The paper will further discuss and analyze the market mix of the Disneyland theme park in terms of the 7Ps used in service marketing.
Hon Kong Disneyland has been able to get and stay at the top through quality products that are able to satisfy the needs of its customers. Nonetheless, their marketing technique is unique and very successful. To this effect, the tourists of Disneyland have become more informed about the theme park. In the recommendations section, the paper will consider some of the gaps or the weaknesses in any of the 7Ps, and the paper will attempt to give suggestions on how to improve them.
1.0. Introduction
Hong Kong Disneyland is the 11th theme park in the world, and the first of the theme parks that Walt Disney built in Hong Kong. At least on Paper, Hong Kong Disney is set for imminent success. The Disneyland Park was built in Hong Kong because the nation is considered to be one of the largest tourist destinations in the world, and is likely to be the mainland tourists and a redoubtable force with a spending-power. Disney has gone an extent of making the Hong Kong Disneyland theme park to be culturally sensitive to the population of Hong Kong and attractive to the visitors from Chinese. Despite the fact that it has put locals at ease, the executives of Disneyland have ensured that the park is accessible to Hong Kong tourists (Doris, 2006).This is advantageous because It has contributed to about 3.4 percent of the GDP of Hong Kong it has employed over 190 thousand individuals and it accounts to 5.6 percent of the total employment. This paper aims at analyzing and discusses the target customers (domestic tourists) and the marketing mix or 7Ps used by Disney to market the Theme Park.
2.0. Target market of Disney theme park
The target market of Disneyland is mainly Hong Kong citizens who only speak Japanese. The Disney theme park aims at attracting new-markets such as foreign tourists. Disneyland, a water theme park that has a shopping mall and two hotels, was the first Disney theme park to be opened of the Tokyo Disney Resort, Hong Kong. Annually, the park has about 25.8 visitors more than 96 percent of them are from Hong Kong. Approximately 84 percent of those visitors are aged 39 and below. The theme park is mainly focused on the domestic-market. If tourists from abroad are attracted, it will be a major shift for theme park which sometimes fails to address the foreigners needs. Foreign tourists do complain that the theme park is not user-friendly because of the long queues for the rollercoaster, other rides, and food (Doyle, 2000).
The Disneyland normally promotes the alternative for Hong Kong citizens to travel in Asia whereby an economic detonation will provide markets that are fertile for the park. Most domestic tourists who visit Disneyland prefer visiting Hong Kong Disneyland or soaking up traditional sights to trekking to the theme park. Seniors such as Hong Kong ages are another potential market. It instigated an annual pass that is cheaper for seniors and it hosts entertainment such as circus theatre and horticulture exhibitions with a taste that is more complicated. The Disneyland is also looking forward to attract Hong Kong men. Most visitors are female (73 percent) probably because of the mammoth popularity of Disney characters that is among Japanese females (Stephen Brown, 1998, pp. 99). Getting the right mix to attract men requires making drastic change that might estrange its conventional female customer-base, and this is a major challenge for Disney but it can pay off as Japan ages. Nevertheless, most professionals concur that Disney will soon set up a resort in mainland (Hong Kong). As Fukushima (2003, pp. 24) puts it There are still many individuals who have never visited parks, so we plan to market parks in a precise manner for those people.
The Disney theme market aims at attracting the main land of Hong Kong, the worlds most populated nation, which has a mammoth budding growth market for Disney, both for its wider entertainment offerings and its theme parks. The first phase of Hong Kong Disneyland would cost 3.6 billion which would encompass a Magic Kingdom style park with features that are bespoke to the Hong Kong region. If the initial park is a success, it could be expanded to encompass a shopping district and hotels. Though, 43 percent ante in the resort would be hold by Disney while the government (Hong Kong) will own 57 percent (Doris, 2006).
3.0. The marketing mix or 7ps used by Disney to market the theme park
The Hong Kong Disneyland follows the 7Ps structure to market the theme park. The fundamental aspects of place, product, price and promotion will remain, but there are 3 additional variables process, people and physical evidence encompassed to 7Ps mix. This extension is of necessity because of the high contact of between the customers and Disneyland the utilization as well as production of theme park and immensely visible nature of the service process. Although it is feasible to discuss process, individuals, and physical process within the original Ps framework, the extension permits an analysis that is more thorough of the ingredients of marketing, which are of necessity for services marketing that are successful.
3.1. People
Due to the fact that there is simultaneity of utilization as well as manufacture in the services, the Disneyland staff occupies the vital position to persuade the customers perspicacity of product quality. Indeed, the quality of the service is indissoluble from the quality of the service provider. A key task in marketing is to set principles that will monitor the performance of the services provided by workers and improve their quality. With no control and training, workers tend to vary in their performances and this may result disparities in the quality of the service. Training is essential because it assists workers to understand the suitable forms of behavior, which enables trainees to espouse best performances of the theme park (Kotler, et al., 1999).
3.2. Physical evidence
This refers to the setting whereby the service and any substantial goods that smooth the progress of the communication together with performance of the service are delivered (Hampy, 2006). Prospective customers of Disneyland seek inklings to the likelihood of a quality of service by scrutinizing the substantial evidence. For instance, potential customers of Disneyland may rely on the staff, the design of learning materials, and the appearance of facilities.
3.3. Process
This is the mechanisms, procedures and flow of activities that occurs when acquiring a service (Hampy, 2006). The decisions of the Disneyland processes will radically influence how a service can be delivered to the customers of Disneyland. The services in Disneyland theme park encompass multiple processes such as evaluation, delivery and first contact with customers, preparation, and administrative procedures regarding service delivery. For Disneylands management to be successful, it ought to employ the following guidelines Make sure that marketing occurs at all echelons from the department of marketing where the service is offered consider the introduction of flexibility in the service provision recruiting high-quality staff good behavior and attitudes, which are vital to service differentiations and quality setting up a quick-response facility to the complaints and problems of the customers employing new techniques to offer better services at a cheaper cost and using branding to distinguish clearly competition from service offering their target customers minds.
3.4. Pricing
According to Jobber (2001), price can be defined as the amount that a customer pays for a certain product. Various factors determine this amount, which are The perceptible worth of the product by the customer product identity market share and competition. The pricing of the hotel at Disneyland are structured differently according to tourism season, thus there is non-peak rates, regular season rates, and peak rates. The price of Disneyland Hotel begins at 205, with various types of rooms available, this could be larger rooms or rooms facing different views. At Hollywood Hotel, the lowest room goes for 128 and increases according to the room size and the view it offers. This ensures that tourist gets want they need according to how much they want to spend. The Disneyland also looks keenly at how the industry performs and tries to offer guests what they prefer (Jobber, 2001, pp. 26). The price of Disneyland packet tickets on a single day begins at HK 350 for adults and students (12-25 years), HK 250 for children (3-11 years), and HK170 for seniors. The Passes prices on a yearly basis can be categorized as Value, Deluxe, or premium as shown in the table below.
Single-Day TicketsPasses Prices on Annual BasisValueDeluxePremiumAdultsHK 350HK 650HK 1,300HK 1,800Students (12-25)HK 350HK 460HK 930HK 1,250Children (3-11)HK 250HK 460HK 930HK 1,250Seniors (65 or above)HK 170HK 370HK 740HK 1,000Children under 3 are free. Tickets Selling Hours From 0900 until the park closes
3.5. Place
This stands for, the location where products from a company are purchased and found. In most cases, as Doyle (2000) observe, this will refer to the distribution channels of the company which can be virtual stores found on the internet or even physical stores. Disneyland Company has managed to develop various distribution channels that have made sure that its products reach a wide market. Nevertheless, a larger network of selling its products has been built by Disneyland this has made sure that its customers can easily get products from the company. The firm has independent licensees, distributors, and subsidiaries in other nations who sell the companies products. According to Hampy (2006), Disneyland either supply to the consumers through wholesalers or directly, that is, it either uses indirect or direct channels.
The company intents to grow in terms of revenue and size, to achieve this, the management of Disneyland is working on developing franchise on both local and international level.
3.6. Product
This refers to a service or an object that a company manufactures or produces especially on a large scale with amounts that are precise. Hong Kong Disneyland theme park has a large collection of products that is sells to the market. The company also intents to be fill gaps that exist among its shopping mall products and services from its 2 hotels, through being innovative and developing new products that can satisfy the varying consumer needs. Disneyland products from the shopping malls and hotels are meant for children, men and women. The company is renowned for its shopping mall and two hotels that entertain its customers. In order to improve the quality of its products, it monitors its products. In doing so, Disneyland is able to retain its market share by marketing its products. Moreover, the characteristics of its products are well-defined to meet their customers needs.
3.7. Promotion
Promotion encompasses all communications that Hong Kong Disneyland park use in marketing its products. As McCarthy (2001, pp. 14) assert, there are four aspects in promotion Public relations advertising word of mouth and point of sale. If all the four elements are incorporated by Disneyland, then a certain echelon of crossover will take place. This marketing mix has been employed by Disneyland to its full advantage. All the four elements have been incorporated which has made the company to retain and capture a lions share of the market. Nonetheless, the company uses various celebrities to market their products. This method has been successful because the company has received many customers, who want to be identified by celebrities. Furthermore, Disneyland has advertisements that appear on the internet or in the media, which are used to advertise the products of the company. Advertisement is vital marketing tool that is used to increase the market share for the company.
3.8. Developing the marketing mix
The marketing mix deals with issues that are special with regard to marketing of services. What is vital about services is the comparative dominance of attributes that are intangible while designing the software mix Kotler, et al. (1999). A special kind of product is services, which typically requires particular marketing and particular understanding efforts. The stipulation of the continuing education encompasses the aspect of the intangible and tangible. Normally, it provides physical goods (learning materials) and service activities (such as organization of the courses, teaching processes, and contact with customers). The disparities between service and physical offering can implicit a degree of matter other than in absolute terms. In view of the fact that this product is dependent on delivery and design other than the costs of the teaching resources (corporal produce), the continuing education is service based.
The pricing good for the services provided by the theme park may not follow the strategies to a pricing that is profit oriented. For instance, the price of a product from Disneylands shopping mall may be held low in order to persuade families that are poor to take advantage of the opportunity. To some extent, the theme-park is able to even offer free way in to their services.
Like most services, the distribution systems for the theme park are short, with consumption and production simultaneous. Thus, it has to think about to deliver their services to the convenience of their customers. For instance, despite the fact that the theme park is based on a big city, most of its services can be distributed in petite villages across the city. Moreover, Disneyland adroit at using promotion to market their needs, the print media assists the theme park to seek donations that benefits the entire society. Also, direct mails are used to raise funds. Mailing-list of past benefactors is employed here (McCarthy, 2001, pp. 23).
Disneyland theme park uses a lifestyle geo-demographic analysis to spot the kind of person that is likely to respond to direct-mailing. It ought to be aware of opportunities that are public and which may take place as a result of their activities.
Public relations have to be a key factor in the generation of word of mouth communication that is positive, and to institute the identity of Disneyland. A major factor of communication effort ought to produce an assessment that is positive of the fundraising transaction, and to minimize the probable risk of the donation in order for donors to develop self-confidence and faith in the theme park and be committed to the cause.
4.0. Conclusion
Marketing is an important aspect for a company. With cut-throat competition being observed in the markets, a company has to come up with marketing strategies that can make it maintain its market share. Disneyland has been able to get and stay at the top through quality products that are able to satisfy the needs of the customers. The company has also undertaken most of its products through marketing, and this has enabled it capture wider segment of the market. Their marketing technique is unique and very successful. As Kotler, et al (2005, pp. 34) observes, todays world consumers have become more informed and require more information on buying. Creativity in marketing is very important and necessary because it enables a company to come up with appropriate marketing techniques that are relevant to the market. It also makes the company to save on costs and at the same time help the company to achieve its objectives. Therefore, we can conclude that marketing is a continuous process and for the company to maintain its market share it has to continue marketing
5.0. Recommendation
The pricing good for the services provided by the Disneyland theme park may not follow the strategies to profit oriented pricing. It is recommended that the price of a product from Disneylands shopping mall may be held low in order to persuade families that are poor to take advantage of the opportunity, and to some extent, the theme park can even provide free access to services as the pricing of park tickets are too expensive to some families. The administrators of Disneyland ought to understand the opportunities of the public which may occur as result of activities such as direct mailing. This will enable them to use a lifestyle geo-demographic analysis while identifying the type of persons who are likely to retort to it.
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