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Theme and entertainment parks like Universal Studios fall in the middle of the goods/services continuum-half goods and half services. To be successful in this highly competitive market, these parks must carefully develop targeting and positioning strategies.
Visit the Web sites of the four top theme park organizations: Walt Disney World (www.disneyworld.com), Six Flags parks (www.sixflags.com), Universal's Orlando® Theme Park (www.universalstudios.com), and Busch Gardens (www .buschgardens.com). Thoroughly investigate each site.
1. How is the Web site designed to appeal to each theme park organization's target markets?
2. How does each park position its product? How is this positioning communicated through the Web site?
3. What changes or improvements would you recommend for each Web site?
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