CHAPTER III. MARKETING STRATEGY

Price is one of the most important and visible elements of the marketing mix.  However, as the national parks are under government control, you may have little control over how to set the price for your park. 

Nonetheless, you should identify all activities and products that you have control of. 

If you are in a situation which enables you to set prices, you should consider all of the following⁵:

1)     Business and target market objectives;

2)     The comprehensive cost of producing, delivering and promoting the product;

3)     The price tolerance of the target market(s) for the product or service you provide;

4)     Prices charged by competitors offering a similar service to the same target market(s);

5)     The availability and prices of substitute services (for example, commercial recreation amenities); and

6)     The economic conditions at the local and national level.

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