Deck 8: Marketing for Sustainability

Question 1

Which of the following statements about marketing is NOT accurate?

A) Marketing's primary goal aligns with the goals of sustainable tourism
B) Marketing includes advertising and selling products to people
C) Marketing can be used to attract sustainable-minded travelers
D) Marketing has become a powerful force that affects people

Answer 1

A

Question 2

Marketing within sustainable tourism should include which of the following activities?

A) An assessment of past visitation rates
B) Accurate financial statements
C) A understanding of consumer responsiveness
D) None of the above

Answer 2

C

Question 3

The innovation component of sustainable tourism marketing requires practitioners to:

A) Interpret current and future trends
B) Collect detailed knowledge on current and prospective customers
C) Balance long-term requirements of sustaining capital with short-run needs to satisfy customers and investors
D) Develop culturally and environmentally sensitive products and services

Answer 3

D

Question 4

A desire or willingness to do something or go somewhere to fulfill needs is called:

A) Expectation
B) Motivation
C) Satisfaction
D) Balance

Question 5

Satisfaction occurs when a company meets a customer's:

A) Expectation
B) Motivation
C) Satisfaction
D) Balance

Question 6

Which of the following is NOT a common goals of Destination Marketing and Management Organizations?

A) To ensure that their destinations have the amenities to satisfy their customers
B) To ensure tourists are aware of their destinations through advertising
C) To ensure the commodification of local culture
D) To ensure that all members of their communities have a voice

Question 7

Which of the following is a common name for a destination marketing and management organization?

A) Conference and visitor bureau
B) Chamber of commerce
C) Tourism board
D) Better business bureau

Question 8

Destination marketing requires the development of:

A) Social capital
B) Micro-finance
C) Satisfaction
D) All of the above

Question 9

Networking is important because:

A) Tourism products should focus on doing no harm to the environment
B) Different economic sectors possess varied information related to product development, distribution, and integrated marketing strategies
C) Stakeholders have differing ideas on how to develop and promote tourism
D) Tour companies, airlines, and travel promotion media are often excluded

Question 10

Which of the following is NOT part of the marketing mix?

A) Product
B) Promotion
C) Profitability
D) Distribution

Question 11

Which of the following should be supported by the marketing mix elements?

A) The vision statement
B) The mission statement
C) Impacts on the environment and society
D) All of the above

Question 12

Which of the following is an example of product development within the weak form of sustainability?

A) Finding avenues to enhance or improve the environment
B) Providing voluntourism opportunities for tourists to support local charities
C) Making sure that hikers stay on designated paths
D) Ensuring positive host-guest interactions

Question 13

Which of the following is a way to reduce greenhouse gas emissions?

A) Planting trees
B) Using ride sharing apps
C) Driving slower
D) None of the above

Question 14

Which pricing strategy lacks incentives for businesses to reduce their operating costs, is not based on consumer demand, and makes it difficult to adjust prices when input costs rise ?

A) Cost-based pricing
B) Demand-oriented pricing
C) Parity pricing
D) Penetration pricing

Question 15

Which pricing strategy sets the price lower than the competition?

A) Cost-based pricing
B) Demand-oriented pricing
C) Parity pricing
D) Penetration pricing

Question 16

Sustainable tourism takes into account which of the following cost?

A) External costs
B) Internal costs
C) Social costs
D) Private costs

Question 17

SWOT stands for:

A) Strengths, weaknesses, organizations, and threats
B) Sustainability, weaknesses, organizations, and threats
C) Strengths, weaknesses, opportunities, and traps
D) None of the above

Question 18

The marketing plan:

A) focuses on strategic implications, such as internal investment, organizational structures, and long-range planning
B) is generally shared only with key executives within the company and external members of the financial community
C) is written to target potential investors, stockholders, and accountants.
D) None of the above

Question 19

The business plan will include which of the following?

A) Strategies related to achieving competitive advantage
B) Hiring goals
C) The marketing mix
D) All of the above

Question 20

A snapshot of the financial condition of a business at a specific point in time is known as a(n):

A) Income statement
B) Cash flow statement
C) Balance sheet
D) SWOT analysis

Question 21

The primary goal of marketing in tourism is to increase sustainability.

Question 22

Motivations lead to expectations.

Question 23

Destination marketing is vital in the overall success of any tourism business.

Question 24

Once a tourist chooses a specific location then destination marketing becomes important.

Question 25

The branding of tourism products must be the same among all businesses in a destination.

Question 26

The tourism product of a destination is the variety of experiences that entices a diverse set of tourist typologies.

Question 27

The tools used in business marketing and destination marketing are the same.

Question 28

The marketing mix is a combination of factors that can be controlled by an organization to influence consumers to purchase its products

Question 29

Marketing does not need to address the triple bottom line of sustainability since it is the promotion of a destination.

Question 30

In a destination, all products appeal to all market segments.

Question 31

A brand should invoke an image of the attributes and the benefits that visitation could fulfill.

Question 32

Managing a brand is synonymous with managing the overall reputation of an organization.

Question 33

In tourism, the distribution channel only includes the goods and services tourists consume in-country.

Question 34

Any form of transportation that uses petroleum products emits carbon into the atmosphere.

Question 35

Destinations can control greenhouse gases by reducing long-haul travel.

Question 36

Pricing strategies are an effective way to differentiate a product or service from the competition.

Question 37

External costs are social costs plus private costs.

Question 38

Chemicals that kill fish by leaching into the ocean are an example of social costs.

Question 39

All promotional material should reflect both the experience that is being sold and the role sustainability plays in overall operations.

Question 40

The promotional strategy is the business's or destination's way of communicating competitive advantage.

Question 41

Goal are used in business plans and objectives are used in marketing plans.

Question 42

Goals and objectives do not usually have timelines as they are ongoing activities.

Question 43

When tourist products are similar, it may be appropriate to compete by price.

Question 44

Projected financial statements show how a company will ensure profitability over time and are necessary when a company does not have a solid record of accomplishment.

Question 45

A descriptive quality that a visitor believes a destination or business has, such as physical characteristics, like beaches, nightclubs, or outstanding food choices

Question 46

Contains an organization's assets, liabilities, and owners' equity

Question 47

The personal values each visitor attaches to each attribute

Question 48

Marketing the actual products, services, or experiences that a single business entity offers

Question 49

Shows how changes in balance sheet and income affect cash and cash equivalents, and breaks the analysis down to operating, investing and financing activities

Question 50

The practice of setting prices based on the prices of other comparable businesses

Question 51

Price is determined by calculating the cost of production plus a per-unit profit margin on each item sold

Question 52

Price is based on consumers' willingness to pay

Question 53

Marketing for a specific location that generally includes all activities, sights, and tourism businesses in a destination

Question 54

An organization that represents destinations and helps to develop long-term travel and tourism strategies

Question 55

The chain of businesses or intermediaries through which a good or service passes until it reaches the end consumer

Question 56

The process of monitoring the external environment

Question 57

Strong beliefs that something will happen which are derived from the need to fulfill a goal that has some intrinsic value or attractiveness

Question 58

Costs to society, regardless of who pays for them

Question 59

An envisioned future state that people commit to achieving

Question 60

Gases that enter the earth's atmosphere and trap heat, causing a warming of the atmosphere

Question 61

Shows the net return of a business, its revenue minus its expenses, or its profit

Question 62

The activities of a company associated with buying and selling a product or service, which includes advertising, selling, and delivering products to people

Question 63

A combination of factors that can be controlled by a company to influence consumers to purchase its products and consists of four primary elements: product, distribution, price, and promotion

Question 64

The activity of dividing a broad consumer base, normally consisting of existing and potential customers, into sub-groups of consumers (known as segments) based on some type of shared characteristics

Question 65

The desire or willingness to do something or go somewhere to fulfill specific needs

Question 66

A measurable step taken to achieve a goal

Question 67

Setting the price equal to the competition

Question 68

Setting the price lower than the competition

Question 69

Setting the price higher than the competition

Question 70

Costs the firm pays to purchase capital equipment, hire labor, and buy materials or other inputs

Question 71

Providing an experience (tourism product) that meets or exceeds the customer's expectations

Question 72

The combination of private costs and external costs of production

Question 73

The strengths, weakness, opportunities, and threats related to business competition