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• Managing Profitable Customer
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• Marketing Managing Profitable Customer
  Relationships Carol Veldt, owner of Seagull
  Terrace, watched her investment grow from a
  small, seaside motel to a thriving year-round
  resort in just a few years. Atop a bluff
  overlooking the Maine coast, Seagull Terrace had
  attracted
• thousands of visits during the summer months, but
  then faced a tremendous downturn in business
  during the winter months. But, given the
  industry in the nearby towns, very little
  year-round competition, and our close proximity
  to Portland, Carol added, I couldnt understand
  !why seasonality had to hit Seagull Terrace so
  hard So Carol spent her first winter devising a
  new marketing plan. Sheput together a promotional
  package designed to attract business travelers
  year-round. Carols plan, then, involved a
  seasonal promotional gimmick to be implemented
  from late winter to late springthat would
  attract the large summer crowd.

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