Deck 6: Destination Marketing Strategy Framework

Question 1

Which of the following could be classified as an opportunity in a SWOT analysis:

A) Producing a Chinese language brochure
B) Targeting retirees
C) Undertaking research on the perceptions of Japanese travellers
D) None of the above

Answer 1

D

Question 2

Which of the following elements of a strategic marketing plan is most quantifiable?

A) Vision
B) Values
C) Goals
D) Objectives

Answer 2

D

Question 3

The _________________ section of the strategic marketing plan has been described by Goeldner et al (2000) as an "inspirational portrait of an ideal future that the destination hopes to bring about at some defined future".

A) Vision
B) Values
C) Goals
D) Objectives

Answer 3

A

Question 4

"Increase brand salience" is an example of which one of the following?

A) Vision
B) Values
C) Goals
D) Objectives

Question 5

Which of the following strategic planning tool helps to design strategies to maximise strengths in relation to environment opportunities?

A) SWOT matrix
B) STEEPL analysis
C) VRIO analysis
D) None of the above

Question 6

Which of the following strategic planning tool helps to identify potential sources of competitive advantage?

A) SWOT matrix
B) STEEPL analysis
C) VRIO analysis
D) None of the above

Question 7

Which of the following strategic planning tool helps to environment opportunities?

A) SWOT matrix
B) STEEPL analysis
C) VRIO analysis
D) None of the above

Question 8

Which of the following is a potential source of comparative advantage?

A) Brand positioning
B) Advertising penetration
C) Climate
D) Distribution contacts

Question 9

An offensive strategy is one that______________________

A) offends competitors
B) matches a strength with a threat
C) matches a weakness with a threat
D) matches a strength with an opportunity

Question 10

In developing the VRIO model, Barney argued that a firm's resources are generally ______________:

A) intangible and homogenous
B) homogenous and sources of comparative advantage
C) comparatively advantageous
D) heterogenous and immobile