Tourism Chapter 19

What are the four P's?

1. Price 2. Place 3. Product 4. Promotion

Difference between competitive and comparative advantages?

Comparative is about what resources a firm starts out with, competitive and how efficiently those firms use their resources

What is the definition of marketing?

Processes used for delivering value to customers as well as manage customer relationships in ways that benefit the organization and its stakeholders

What are a couple factors that influence price policies?

Internet, product quality, cost of product and distribution, seasonality, promotional prices

Which businesses will have a greater market share in the future?

The new exotic businesses with great air travel, security, and sustainable practices

The basic purpose of market segmentation is to locate: a. smaller markets. b. attractive opportunities. c. larger markets. d. all markets.

a. Smaller markets

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.

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

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.

b. One should be able to estimate its size

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.

c. Determine number of features, price, and time period

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.

c. Marketing emphasized profits through customer satisfaction

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.

c. One of the best plans, effective and efficient

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.

c. Recognizing groups of buyers on the basis of meaningful characteristics

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

c. The marketing mix

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.

d. Are some of the most effective forms of printed advertising

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

d. Conceptualizing a marketing phenomenon which is difficult to understand

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.

d. Identifying groups of customers with similar characteristics

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.

d. Modest growth or leveling off of sales accompanies by declining profits

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

d. Short- as well as long-range objectives

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.

e. All of the above