TMK (Apr24 sem) L1-L3 recap

What is the primary purpose of marketing?

• Maximise sales revenue

• Generate awareness

• Create and maintain satisfied customers and profitable customers

• Minimise production costs

All of the following definitions are aligned with Dr. Kotler's perspective on marketing EXCEPT

• Decrease promotion costs

• Fulfil customer needs

• Motivate purchase

• Provide real value to targeted customers

Understand the marketplace and customer needs and wants is the most important marketing process.

• True

• False

What is the core principle behind customer value-driven marketing strategy in tourism?

• Maximise profits at any cost

• Understand and meet the needs of customers to deliver superior value

• Promote products and services to customers regardless of their preferences

• Collect feedback from customers

What does the term "bleisure" refer to in the context of travel?

• Travelling for the purpose of exploring new cultures and cuisines

• Combining business trips with leisure travel

• Travelling solely for business purposes without leisure activities

• Participating in extreme sports activities during a business trip

In the context of the tourism industry, which service characteristics refers to the inability of travellers to physically experience or sense the service before purchasing it?

• Inseparability

• Variability

• Perishability

• Intangibility

What service characteristics is exemplified when a theme park visitor experiences both exceptional and problematic visits?

• Inseparability

• Variability

• Perishability

• Intangibility

What service characteristic is challenged when empty airline seats on a given day cannot be reserved for future flights?

• Inseparability

• Variability

• Perishability

• Intangibility

Inability to physically experience a tour package before the trip is a challenge related to the ______ of the service.

• Inseparability

• Variability

• Perishability

• Intangibility

Due to the inseparability characteristic of services, what strategy might a hotel implement to better accommodate guests?

• Decrease the number of available rooms

• Educate guests on utilising the hotel services

• Decrease room rates

• Place promotional materials in the room