Deck 19: Tourism Marketing

Question 1

The particular blend of controllable marketing variables that a firm uses to achieve its objectives in a target market is called:

A) the target market analysis.
B) the macro environmental control system.
C) the marketing mix.
D) the micro marketing analysis.
E) the selling mix.

Answer 1

C

Question 2

Market segmentation is a process of:

A) applying the four Ps.
B) cutting up the best markets for public relations.
C) recognizing groups of buyers on the basis of meaningful characteristics.
D) promotion in specific planned installments.

Answer 2

C

Question 3

The difference between a selling and a marketing approach is that:

A) marketing focuses on selling a product.
B) marketing emphasizes profits through customer satisfaction.
C) marketing emphasized promotion and personal selling.
D) the selling approach focuses first on customer needs and then on promotional activities.
E) the seller must be well compensated.

Answer 3

B

Question 4

The maturity stage of a product life cycle is characterized by:

A) a decline in sales.
B) steady growth of sales accompanied by rising profit.
C) steady sales accompanied by steady profits.
D) modest growth or leveling off of sales accompanied by declining profits.
E) a leveling off of sales accompanied by rising profits.

Question 5

How successful are the joint promotional efforts of private industry and government?

A) rarely successful.
B) a cooperative effort is often successful.
C) one of the best plans, effective and efficient.
D) a very poor, seldom used plan.

Question 6

Market segmentation is a process of:

A) assembling various market segments into a complete market.
B) using segmentation variable in the marketplace.
C) thinking like the customer.
D) identifying groups of customers with similar characteristics.
E) deciding on a specific market and staying with it.

Question 7

In considering a "package plan" offered by a hotel, the manager should:

A) include room, meals, local tours, tips, taxes.
B) include room, meals, night club show, tips.
C) determine number of features, price, and time period.
D) offer hotel services plus transportation from home to hotel.
E) provide all of the above in the package.

Question 8

According to the text, travel literature pieces:

A) are nice, but not very effective.
B) are good, but there are better ways to "tell the story."
C) are generally too expensive to be practical.
D) are some of the most effective forms of printed advertising.
E) are easy ways to sell travel.

Question 9

The marketing concept demonstrates, above all other things, the importance of:

A) production consideration in producing new travel products.
B) a good advertising plan.
C) consumers' needs and wants.
D) conceptualizing a marketing phenomenon which is difficult to understand.
E) using an advertising agency.

Question 10

The basic purpose of market segmentation is to locate:

A) smaller markets.
B) attractive opportunities.
C) larger markets.
D) all markets.

Question 11

As a tourism marketing tool, television:

A) is usually too expensive for small businesses to use.
B) can often be effectively and economically used by individual businesses by participating in group advertising sponsored by a Chamber of Commerce or a tourist association.
C) is most effectively used when marketing a tourist destination area or a major tourist attraction.
D) all of the above.
E) none of the above.

Question 12

Successful marketing of tourism products should:

A) focus primarily on promotion and sales.
B) begin and end with the customer.
C) emphasize sales volume as a means of achieving higher profits.
D) begin with an understanding of customer needs.
E) all of the above.

Question 13

A potential market segment has to fulfill all of the following requirements except:

A) it should have a growth potential in the future.
B) one should be able to estimate its size.
C) it should be as small and narrowly defined as possible.
D) it should be reachable.

Question 14

What should be kept in mind when creating publicity policy?

A) the importance of long-range objectives
B) short-range objectives
C) present, immediate objectives
D) short- as well as long-range objectives
E) funds available for publicity