Deck 3: Tourism Marketing

Question 1

The primary focus of the marketing concept is to:

A) push products into the hands of consumers.
B) satisfy the wants and needs of consumers.
C) produce a high profit margin.
D) generate a high level of customer traffic.

Answer 1

B

Question 2

Which of the following is not considered a segment within the business travel segment?

A) luxury business traveler
B) frequent traveler
C) group tour traveler
D) convention business traveler
E) international business traveler

Answer 2

C

Question 3

When restaurants or hotels record the license plates of their guests, it is a form of:

A) geographic segmentation.
B) demographic segmentation.
C) behavioral segmentation.
D) psychographic segmentation.

Answer 3

A

Question 4

Market segmentation is the process of:

A) dividing a total potential market into heterogeneous subsets.
B) dividing a total potential market into broad segments.
C) dividing a total potential market into homogeneous subsets.
D) none of the above

Question 5

For many amusement parks, such as Disney World, which of the following markets could be the last to consider?

A) group tour travelers
B) people who are visiting friends and family
C) leisure travelers
D) seniors

Question 6

The family life cycle would be considered an) _ variable.

A) psychographic
B) geographic
C) behavioral
D) demographic

Question 7

The first step in marketing system is:

A) planning/identifying needs.
B) follow- ups and marketing research.
C) implement and follow through.
D) developing marketing strategies and suitable campaigns.

Question 8

The use of frequent traveler or frequent diner programs would be considered a form of:

A) behavioral segmentation.
B) geographic segmentation.
C) psychographic segmentation.
D) demographic segmentation.

Question 9

Changes in the profile of residents within a city or given geographic area represent which of the following types of trends?

A) economic
B) political
C) technological
D) social

Question 10

Friends and relatives, outdoor vacationers, and foreign vacationers are segments of which travel market?

A) incentive travel market
B) pleasure/leisure market
C) international market
D) family travel market
E) adventure market

Question 11

Which part of a marketing plan would normally include a S.W.O.T. analysis?

A) marketing strategies and action plans
B) goals and objectives
C) action plans and performance measurement
D) situation analysis

Question 12

When a company/business develops product and service that they think that customers would like and then sell it to them, the company/business is practicing the following philosophy:

A) a differentiation orientation.
B) a promotion orientation.
C) a sales orientation.
D) a positioning orientation.
E) a marketing orientation.

Question 13

Which of the following items would be considered leverage items in a S.W.O.T. analysis?

A) threats and weaknesses
B) threats and opportunities
C) strengths and opportunities
D) strengths and weaknesses

Question 14

Offering no smoking rooms and concierge services are most important to attracting which travel segment?

A) family
B) meetings
C) gaming
D) seniors
E) visiting friends and relatives

Question 15

One difference between marketing travel services and traditional product marketing is:

A) intermediaries have less influence.
B) demand is highly inelastic.
C) inventories can be stored.
D) quality control is easier.
E) greater difficulties in providing consistency.

Question 16

A resort utilizes unique promotions and pricing to ensure that all rooms are sold before the end of the day. This is because of which of the following characteristics of tourism?

A) inseparable
B) perishable
C) consistent
D) intangible

Question 17

Tourism products, such as family getaway or adventure trips, are developed to meet the needs and preferences of those people who place a high value on spending time with their family or enjoy new experiences. This market segmentation technique is referred to as:

A) behavioral segmentation.
B) psychographic segmentation.
C) demographic segmentation.
D) geographic segmentation.

Question 18

Within the components of a marketing information system, the statement "Nearly 50 percent of the population moves each year," represents which component?

A) macro- environment
B) micro- environment
C) organizational environment
D) competitive environment

Question 19

Incentive travel is considered to be part of this trip purpose segment:

A) sales travel.
B) business travel.
C) resort travel.
D) pleasure travel.
E) group travel.

Question 20

Tourism entities are practicing segmentation when they develop a profile of consumers that are technology savvy-those who are regular users of PDAs, video games, the Internet, and social networking sites such as My Space.

A) demographic
B) geographic
C) psychographic
D) behavioral

Question 21

Marketers exploit the physical aspects of the tourism experience, such as light, music, scent, etc. to signify the quality and experience of the business prior to purchase and consumption. This reflects the following characteristic of tourism:

A) perishable.
B) inseparable.
C) consistent.
D) intangible.

Question 22

The difference between a person's life cycle and that of a destination is that:

A) the person's life cycle can be rejuvenated.
B) the destination life cycle goes through about five stages.
C) the destination life cycle can be rejuvenated after decline.
D) the person's life cycle go through about five stages.

Question 23

When developing a brand and its visual identity, all of the following are true except:

A) it should look good in color and black and white.
B) it must be easy to remember.
C) it must have a positive connotation.
D) it should be usable, positive and inoffensive in only the major markets where it is to be used.

Question 24

In this stage of destination life cycle, the number of tourists visits levels off and growth and market share flatten.

A) introduction
B) rejuvenation
C) growth
D) maturity
E) decline