Strategic Marketing - Hospitality (week 1)

Which of the following is NOT part of marketing's 4 P's:

• Place

• Plan

• Promotion

• Price

_________ drives demand for the product or service.

• Management

• Sales

• Promotion

• Marketing

This aims at achieving the marketing objectives by covering aspects of production levels, promotions and other action programs.

• Market information

• Market planning

• Exchange functions

• Physical distribution

Which of the following are part of the five key points in the Porter value chain in which companies have to be excellent in order to outperform their competitors?

• Market sensing process

• Market acquisition process

• Fulfilment management process

• All of the above

This includes all activities related to information management, communicating new insights to all relevant parts of the chain

• New offering realisation process

• Customer acquisition

• Marketing sensing process

• Customer relationship management process

The division of market into different homogenous groups of consumers is known as _______________ .

• market place

• market division

• target market

• market segmentation

______________ segmentation is based on variables such as values, attitudes and lifestyles.

• Demographic

• Psychographic

• Behavioural

• Geographic

_____________ is a process which offers more insight into the customers and to help the organization to identify and gain a deeper understanding of the target market.

• Anecdotal

• Demographic

• Subjucate

• Customer profiling

_____________ helps to understand the way a person leads their life by looking at their hobbies and habits

• Cluster coding

• Character decoding

• Lifestyle coding

• Demographic encoding

________ are qualities that define people, organisations and products/services at their most basic level. They establish a foundation onto which expectations and trust(or distrust), is built.

• Values

• Behavioural science

• Cognitive analysis

• Happiness Index