Question 1

The particular blend of controllable marketing variables that a firm uses to achieve its objectives in a target market is called:&#10;A) the target market analysis.&#10;B) the macro environmental control system.&#10;C) the marketing mix.&#10;D) the micro marketing analysis.&#10;E) the selling mix.

Accepted Answer

The marketing mix is a combination of controllable marketing variables that a firm uses to achieve its objectives in a target market. These variables include product, price, promotion, and place (distribution). The marketing mix is a crucial element of a firm's overall marketing strategy, as it allows the firm to tailor its offerings to meet the specific needs and preferences of its target market. Choices A, B, D and E do not accurately describe the concept of the marketing mix.

Question 2

Market segmentation is a process of:&#10;A) applying the four Ps.&#10;B) cutting up the best markets for public relations.&#10;C) recognizing groups of buyers on the basis of meaningful characteristics.&#10;D) promotion in specific planned installments.

Accepted Answer

Market segmentation involves identifying and dividing a market into groups of consumers who share similar needs or characteristics. This allows companies to tailor their marketing efforts and offerings to specific groups, rather than trying to appeal to everyone. Options A, B, and D do not accurately describe market segmentation.

Question 3

The difference between a selling and a marketing approach is that:&#10;A) marketing focuses on selling a product.&#10;B) marketing emphasizes profits through customer satisfaction.&#10;C) marketing emphasized promotion and personal selling.&#10;D) the selling approach focuses first on customer needs and then on promotional activities.&#10;E) the seller must be well compensated.

Accepted Answer

A selling approach is focused on convincing potential customers to buy a product or service, while a marketing approach takes a broader perspective and focuses on creating value for customers in order to build long-term relationships and increase customer satisfaction. This often involves analyzing customer needs and preferences and tailoring products, services, and promotional messages to meet those needs. Ultimately, the goal of marketing is to create a positive image of the company and its offerings, which can lead to increased customer loyalty and repeat business over time. Profit generation is certainly a key aspect of marketing, but it is not the primary focus - rather, profit is seen as a natural outcome of satisfying customers' needs and building strong relationships with them.

Question 4

The maturity stage of a product life cycle is characterized by:&#10;A) a decline in sales.&#10;B) steady growth of sales accompanied by rising profit.&#10;C) steady sales accompanied by steady profits.&#10;D) modest growth or leveling off of sales accompanied by declining profits.&#10;E) a leveling off of sales accompanied by rising profits.

Accepted Answer

The maturity stage is marked by a slowdown in the rate of growth of sales, leading to modest growth or leveling off of sales, which is accompanied by declining profits. The reason for declining profits is increased competition and the need for heavy marketing and promotion to maintain sales.

Question 5

How successful are the joint promotional efforts of private industry and government?&#10;A) rarely successful.&#10;B) a cooperative effort is often successful.&#10;C) one of the best plans, effective and efficient.&#10;D) a very poor, seldom used plan.

Accepted Answer

The answer of How successful are the joint promotional efforts...

Question 6

Market segmentation is a process of:&#10;A) assembling various market segments into a complete market.&#10;B) using segmentation variable in the marketplace.&#10;C) thinking like the customer.&#10;D) identifying groups of customers with similar characteristics.&#10;E) deciding on a specific market and staying with it.

Accepted Answer

Market segmentation is the process of identifying groups of customers with similar characteristics. This helps companies to create targeted marketing strategies and product offerings for each segment, ultimately leading to more effective marketing and higher customer satisfaction.

Question 7

In considering a &#34;package plan&#34; offered by a hotel, the manager should:&#10;A) include room, meals, local tours, tips, taxes.&#10;B) include room, meals, night club show, tips.&#10;C) determine number of features, price, and time period.&#10;D) offer hotel services plus transportation from home to hotel.&#10;E) provide all of the above in the package.

Accepted Answer

The manager should determine the number of features included in the package plan, the price of the plan, and the time period it is valid for. This allows for flexibility in creating different package options to suit the needs and desires of various guests. Including all the options in A or B may not be desirable for all guests, and option D may not be feasible or necessary for all hotels.

Question 8

According to the text, travel literature pieces:&#10;A) are nice, but not very effective.&#10;B) are good, but there are better ways to &#34;tell the story.&#34;&#10;C) are generally too expensive to be practical.&#10;D) are some of the most effective forms of printed advertising.&#10;E) are easy ways to sell travel.

Accepted Answer

The text states that travel literature pieces are some of the most effective forms of printed advertising.

Question 9

The marketing concept demonstrates, above all other things, the importance of:&#10;A) production consideration in producing new travel products.&#10;B) a good advertising plan.&#10;C) consumers' needs and wants.&#10;D) conceptualizing a marketing phenomenon which is difficult to understand.&#10;E) using an advertising agency.

Accepted Answer

The marketing concept is centered around identifying and satisfying consumers' needs and wants. It emphasizes the importance of focusing on the consumer, rather than solely on the product or production process.

Question 10

The basic purpose of market segmentation is to locate:&#10;A) smaller markets.&#10;B) attractive opportunities.&#10;C) larger markets.&#10;D) all markets.

Accepted Answer

The basic purpose of market segmentation is to identify attractive opportunities within larger markets. By dividing a larger market into smaller segments with similar needs and characteristics, a company can better target its marketing efforts and tailor its product offerings to specific groups of consumers. The goal is to find the most promising and profitable segments within the larger market, rather than trying to reach all markets or smaller markets that may not be as lucrative.

Question 11

As a tourism marketing tool, television:&#10;A) is usually too expensive for small businesses to use.&#10;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.&#10;C) is most effectively used when marketing a tourist destination area or a major tourist attraction.&#10;D) all of the above.&#10;E) none of the above.

Accepted Answer

The answer of As a tourism marketing tool, television:&#10;A) is...

Question 12

Successful marketing of tourism products should:&#10;A) focus primarily on promotion and sales.&#10;B) begin and end with the customer.&#10;C) emphasize sales volume as a means of achieving higher profits.&#10;D) begin with an understanding of customer needs.&#10;E) all of the above.

Accepted Answer

The answer of Successful marketing of tourism products should:&#10;A) focus...

Question 13

A potential market segment has to fulfill all of the following requirements except:&#10;A) it should have a growth potential in the future.&#10;B) one should be able to estimate its size.&#10;C) it should be as small and narrowly defined as possible.&#10;D) it should be reachable.

Accepted Answer

The answer of A potential market segment has to fulfill...

Question 14

What should be kept in mind when creating publicity policy?&#10;A) the importance of long-range objectives&#10;B) short-range objectives&#10;C) present, immediate objectives&#10;D) short- as well as long-range objectives&#10;E) funds available for publicity

Accepted Answer

The answer of What should be kept in mind when...

Deck 19: Tourism Marketing