Deck 9: Destination Brand Positioning

Question 1

Of all the destinations a consumer is likely to be aware of, there is likely to be only _________ considered in their decision set.

A) 2-6
B) 6-12
C) 12-18
D) 18-20

Answer 1

A

Question 2

The first stage in the market positioning process is:

A) Identify the competitive set of destinations in the target market
B) Identify the motivation/benefits sought by previous visitors and non-visitors.
C) Identify the target market
D) Identify opportunities for differentiated positioning.

Answer 2

C

Question 3

The one or few attributes used in the final destination selection choice are referred to as:

A) Salient
B) Determinant
C) Important
D) Decision set

Answer 3

B

Question 4

Which of the following represents a focused proposition?

A) Utah!
B) Oh Ohio
C) Brisbane - it's happening
D) All of the above

Question 5

Brisbane - its happening is an example of a brand_____________.

A) Image
B) Element
C) Association
D) Equity

Question 6

The mean number of destinations in a consumer's decision set will usually fall within the range of:

A) 50 plus or minus 5
B) 20-50
C) 4 plus or minus 2
D) 1 to 2

Question 7

It has been suggested that inclusion of a destination in a consumer's decision set is:

A) an example of perishability
B) a potential source of competitive advantage
C) socio-demographic segmentation
D) evidence of previous visitation

Question 8

Analysing the needs of different segments of a market in order to prioritise target customer groups is referred to as:

A) market positioning
B) market branding
C) market segmentation
D) all of the above

Question 9

Positioning analysis requires an understanding of:

A) target market wants
B) destination image relative to competitors
C) destination strengths
D) all of the abover