1. As ATE began to diversify its business, discuss what marketing mix considerations it would investigate or think about in the initial stages of its planning activities. First of all, when we discuss ATE's marketing mix, we must consider that ATE does not sell a product. ATE provides services and services are an intangible asset that are much harder to campaign for. When they began to diversify their business in 1982 and the following year, John Wilson was trying to create a package-style product for his customers. At first they started with just a water taxi, then as they started to diversify they added guided bushwalks, sea kayaking and overnight lodge accommodation. At the beginning ATE had to find the price for their product, which, I think, was quite difficult because of very little experience in this type of business and not very comparable companies. Since then prices have increased to today where they are a "high end" tour operator. To position ATE Capture in the early years it was clearly defined as the only water taxi provider after the cyclone and subsequently as a growing tourism. service company which has been perceived by customers as one of the famous tour operators in New Zealand due to the nationwide campaign to attract tourists. ATE initially started with staff sales, then started advertising and was also part of a national marketing campaign to attract people to come and visit New Zealand. In 1994 ATE was one of the first to have its own website. The process is a service element that sees the customer as an experience of a company's offering. It's best to think of it as something the customer participates in at different points in time. ATE offers its customers services such as accompanying them around while their luggage is already taken to another point or preparing lunch there upon their arrival. People are the most important element of any service or experience. Services tend to be produced and consumed at the same time, and aspects of the customer experience are altered to meet the "individual needs" of the person consuming them. ATE initially started to take care of qualified, well-trained and customer service oriented people. Physical proof concerns the material part of a service, such as a voucher for a booked tour with the ATE logo on it.