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Case
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Reference no. 9-395-019
Published by: Harvard Business Publishing
Originally published in: 1994
Version: 24 January 1997
Length: 26 pages
Data source: Field research

Abstract

The largest ski resort in Colorado must determine how to select customer segments to focus its promotional and service-delivery efforts. Making segmentation work depends on reordering its pricing policy and "service packages."; 1) how to match core service capabilities with customer segments; 2) how to use "marketing mix" to select segments best matched to service vision, strategy, and delivery systems; and 3) the critical role of pricing in packaging value propositions in service business.

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Abstract

The largest ski resort in Colorado must determine how to select customer segments to focus its promotional and service-delivery efforts. Making segmentation work depends on reordering its pricing policy and "service packages."; 1) how to match core service capabilities with customer segments; 2) how to use "marketing mix" to select segments best matched to service vision, strategy, and delivery systems; and 3) the critical role of pricing in packaging value propositions in service business.

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