Relationship Marketing Strategy and implementation

than 75% were college graduates, and 28% held advanced degrees.
Another source of problems in the American zone had been cultural and
language differences between Europeans and North Americans. Initially,
almost all GOs in the American zone were French (or French-speaking).
Misunderstandings frequently arose between European GOs and
American GMs – and between European and North American GOs as well.
After examining the problem in depth, management decided, in the early
1980s, to dramatically increase the percentage of North American GOs,

338 Relationship Marketing

NORTH

AMERICA

SOUTH

AMERICA

PACIFIC

OCEAN

USA BERMUDA

St George's Cove

BAHAMAS

Eleuthera

Paradise Island

Copper Mountain

Colorado

TURKS & CAICOS

Turkoise

HAITI

Magic Isle

DOMINICAN

REPUBLIC

Punta Cana

GUADELOUPE

Caravelle

Fort Royal

MARTINIQUE

BRAZILItaparica Buccaneer's Creek

FRENCH POLYNESIA (TAHITI)

Bora Bora Moorea

MEXICO

Guaymas

Playa Blanca

Ixtapa

Cancun

CARIBBEAN SEA

Figure 5.1.1 Location of Club Med villages in the American zone, 1986.

Note: A new village was scheduled to open in Florida in 1987.