1. When ATE began to diversify its activities, discuss the marketing mix considerations that it would have studied or taken into account during the early stages of its planning activities. First of all, when we discuss ATE's marketing mix, we must consider that ATE is not selling a product. ATE provides services and services are an intangible good that is quite difficult to campaign for. When they began to diversify their business in 1982 and the following year, John Wilson was trying to create a product that looked like packaging for his customers. At first they started with a simple water taxi, then when they started to branch out they added guided bush walks, sea kayaking and an overnight accommodation lodge. At the beginning, ATE had to find the price of its product, which, in my opinion, was quite difficult because of only very little experience in this kind of business and few comparable companies. Since that time prices have increased until today where they are a "high end" tour operator. To position ATE Catches in the early years, it was clearly defined as the sole water taxi provider after the cyclone and later as a growing tourism business. service company that was perceived by customers as one of New Zealand's most famous tour operators due to the national campaign to attract tourists. ATE initially started by selling personnel, then began 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 an element of service that considers the customer as an experience of a company's offering. It's best to think of this as something your customer participates in at different times. ATE offers its customers services such as accompanying them while their luggage is already taken to another point or lunch is prepared there upon their arrival. People are the most important part of any service or experience. Services tend to be produced and consumed at the same time, and some aspects of the customer experience are modified to meet the “individual needs” of the person consuming them. ATE started from the beginning to look after well qualified, well trained and customer service oriented people. Physical evidence concerns the material part of a service such as a voucher for a booked visit with the ATE logo on it..