Mike Ball Dive Expeditions - The Marketing Concept

Executive Summary The purpose of this report is to outline the specific segmenting dimensions that Mike Ball Diving Expeditions use to segment their market. By defining the holiday adventure market as their main generic market we have identified how MBDE caters for the consumers needs with a professional luxury holiday. Through analysis of the various segmenting dimensions and psychographic details we have found the consumer to be a professional person, of varying nationality, who high …

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