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.&#10;A) 2-6&#10;B) 6-12&#10;C) 12-18&#10;D) 18-20

Accepted Answer

Research has shown that consumers tend to consider only 2-6 different destinations when making a decision. This is due to the overwhelming amount of information available, leading to information overload and decision fatigue. Therefore, option A is the best choice.

Question 2

The first stage in the market positioning process is:&#10;A) Identify the competitive set of destinations in the target market&#10;B) Identify the motivation/benefits sought by previous visitors and non-visitors.&#10;C) Identify the target market&#10;D) Identify opportunities for differentiated positioning.

Accepted Answer

The first stage in the market positioning process is to identify the target market. This involves identifying the specific group of people or organizations that the destination will target and trying to gain a better understanding of their needs, motivations and preferences. Only after the target market is identified can the destination begin to develop a targeted marketing strategy and determine how to differentiate themselves from competitors.

Question 3

The one or few attributes used in the final destination selection choice are referred to as:&#10;A) Salient&#10;B) Determinant&#10;C) Important&#10;D) Decision set

Accepted Answer

Determinant attributes are the key factors that ultimately influence a consumer's decision making in selecting a destination. These attributes carry the highest weight and are critical in shaping the final decision.

Question 4

Which of the following represents a focused proposition?&#10;A) Utah!&#10;B) Oh Ohio&#10;C) Brisbane - it's happening&#10;D) All of the above

Accepted Answer

"Brisbane - it's happening" is the only option that represents a focused proposition. "Utah!" and "Oh Ohio" are not complete sentences and do not convey a clear point or message.

Question 5

Brisbane - its happening is an example of a brand_____________.&#10;A) Image&#10;B) Element&#10;C) Association&#10;D) Equity

Accepted Answer

"Brisbane - it's happening" is an example of a brand element, which includes slogans, logos, and other components that help identify and differentiate a brand.

Question 6

The mean number of destinations in a consumer's decision set will usually fall within the range of:&#10;A) 50 plus or minus 5&#10;B) 20-50&#10;C) 4 plus or minus 2&#10;D) 1 to 2

Accepted Answer

The range of 4 plus or minus 2 is reasonable for the mean number of destinations in a consumer's decision set as it allows for some variation while also being a realistic range. Options A and B have too wide of a range and option D is too narrow.

Question 7

It has been suggested that inclusion of a destination in a consumer's decision set is:&#10;A) an example of perishability&#10;B) a potential source of competitive advantage&#10;C) socio-demographic segmentation&#10;D) evidence of previous visitation

Accepted Answer

Inclusion of a destination in a consumer's decision set can be a potential source of competitive advantage as it increases the likelihood of the consumer considering and ultimately choosing the destination. This highlights the importance of destination marketing and positioning to attract and retain consumers.

Question 8

Analysing the needs of different segments of a market in order to prioritise target customer groups is referred to as:&#10;A) market positioning&#10;B) market branding&#10;C) market segmentation&#10;D) all of the above

Accepted Answer

Market segmentation involves dividing a broad target market into smaller groups of consumers with similar needs and characteristics. By analyzing the needs and preferences of these different segments, a company can identify the most important customer groups to prioritize in their marketing efforts. Market positioning and branding are related concepts but do not involve the analysis of different customer segments.

Question 9

Positioning analysis requires an understanding of:&#10;A) target market wants&#10;B) destination image relative to competitors&#10;C) destination strengths&#10;D) all of the abover

Accepted Answer

Positioning analysis requires an understanding of the target market's wants, the destination's image relative to its competitors, and the destination's strengths. All of these factors are crucial to understanding how to position a destination in the minds of consumers.

Deck 9: Destination Brand Positioning