Question 1

Web 2.0 offers the following components apart from:&#10;A)Control by the tourism sector&#10;B)Social media as a function&#10;C)Virtual communities&#10;D)User generated content

Accepted Answer

Web 2.0 is characterized by features such as social media, virtual communities, and user-generated content, rather than being controlled by any specific sector like the tourism sector.

Question 2

Which of the following are key elements of marketing?&#10;A)To deliver value to consumers&#10;B)To be able to fulfil the profit ambitions of businesses&#10;C)It is based on the exchange process&#10;D)It seeks to build strong customer relationships

Accepted Answer

To be able to fulfil the profit ambitions of businesses&#10;

Question 3

To explain perceived value in consumer behaviour, which 3 elements combine to form a distinct approach?&#10;A)Affect - Interpretation-Behaviour&#10;B)Cognition-Behaviour-Experiential&#10;C)Behaviour-Cognition-Interpretation&#10;D)Cognition- Affect-Behaviour

Accepted Answer

The combination of Cognition, Affect, and Behaviour forms a distinct approach to explain perceived value in consumer behaviour. Cognition refers to the mental processes involved in gaining knowledge and comprehension, including thinking, knowing, remembering, judging, and problem-solving. Affect involves the experience of feeling or emotion. Behaviour refers to the actions or reactions of an individual, often in relation to the environment. Together, these elements help in understanding how consumers perceive value in products or services, influencing their decision-making process.

Question 4

The following concepts have characterised different approaches to marketing, with the exception of:&#10;A)Product concept&#10;B)Production concept&#10;C)Buying concept&#10;D)Societal concept

Accepted Answer

The correct marketing concepts include the Product concept, Production concept, and Societal concept. The "Buying concept" is not recognized as a standard marketing approach. The recognized concepts focus on product quality, production efficiency, and societal benefit, respectively.

Question 5

Which of these is NOT a factor of the external marketing environment?&#10;A)Human environment&#10;B)Political environment&#10;C)Ecological environment&#10;D)Economic environment

Accepted Answer

The human environment is not typically classified as a factor of the external marketing environment. The external marketing environment usually includes factors like the political, ecological, and economic environments, which directly or indirectly affect marketing strategies and operations.

Question 6

Which of these is NOT an underlying principle of services marketing?&#10;A)Intangibility&#10;B)Homogeneity&#10;C)Perishability&#10;D)Heterogeneity

Accepted Answer

Homogeneity is not an underlying principle of services marketing; instead, services are characterized by heterogeneity, meaning they are diverse and can vary greatly from one service instance to another.

Question 7

In Birch's 4 'Rs', which is the odd one out?&#10;A)Return on engagement&#10;B)Relationship&#10;C)Recovery&#10;D)Reach

Accepted Answer

Birch's 4 'Rs' focus on social media metrics and include Return on Engagement, Relationship, Reach, and the odd one out, Recovery, which is not part of Birch's framework.

Question 8

Which of the following promotional elements are tourism organisations less likely to pursue in the era of social media marketing?&#10;A)Customised promotional messages&#10;B)Viral spread&#10;C)Customer participation&#10;D)One promotion message

Accepted Answer

In the era of social media marketing, tourism organizations are less likely to pursue one promotion message due to the personalized and interactive nature of social media. Customized promotional messages, viral spread, and customer participation are all enhanced by social media's capabilities, making them more likely strategies.

Question 9

Generational marketing has a focus on&#10;A)Age&#10;B)Beliefs&#10;C)Values&#10;D)Behaviours

Accepted Answer

Age is the primary focus of generational marketing, as it divides consumers into different generations based on their birth years and shared experiences.

Question 10

Which of the following is NOT a classification in generational marketing?&#10;A)The Silent Generation&#10;B)Baby boomers&#10;C)Generation X&#10;D)Generation A

Accepted Answer

Generation A is not recognized as a classification in generational marketing. The recognized generational classifications include The Silent Generation, Baby Boomers, and Generation X, among others.

Deck 14: Continuous Improvement - More Advanced, Including Taguchi and Six Sigma