Great question from Jo. Where would Disney sit when it's goals are to entertain i.e., marketing goal is I want to be entertained/ get a wow? The answer is simple. Disney is high process high entertainment. Entertainment related goals are the reason to buy. Importantly from this starting point,experience is the main means to add-value as Disney is not focused on price competitiveness or adding service features (bigger restaurant) but building in entertainment wows! A wilder ride or a great new experiential hotel. They are competing by building experiences - some of which are brand extensions such as the Disney village. Again, it is not just about their starting point - to entertain - but how they use entertainment wows to compete and stretch the definition of what a theme park means, just as overbuy or lush stretched the definition of their markets by experience additions.