Scenario 2.2 Use the following to answer the questions.
EXperience Limited is a company which offers tours and vacations that include participation in an extreme sport, such as hang-gliding, bungee jumping, skydiving, and motocross. Adrian Moss, EXperience Limited's owner, has just finished developing the strategic plan, including the marketing objective of growing his customer base by 15% during the coming year. He believes that the best way of reaching that objective is to promote to the college-aged student. In the past, the majority of his sales have been to males under the age of 29, participating in hang-gliding and bungee jumping at various tourist locations. He wants to expand his skydiving and motocross tours, but isn't sure whether or not the expansion will be profitable. He currently has a database containing all the customers who have gone on a hang-gliding or bungee jumping vacation with his company.
Refer to Scenario 2.2. According to the BCG matrix, the hang-gliding and bungee jumping tours have been a ____ for EXperience Limited, while the skydiving and motorcross tours represent a ____.
A) star; dog
B) cash cow; question mark
C) cash cow; star
D) star; cash cow
E) star; question mark

Question

Quizplus · Accepted Answer

The hang-gliding and bungee jumping tours have been successful and likely generate consistent revenue, making them a "cash cow." The skydiving and motocross tours are new and untested, representing potential but uncertain markets, thus they are "question marks."