5. STP - Segmentation, Targeting, and Positioning

What does STP stand for in tourism marketing?

• Strategy, Tactics, Planning
• Segmentation, Targeting, Positioning
• Sales, Targeting, Promotion
• Service, Travel, Product

Why is segmentation crucial in tourism marketing?

• To offer the same package to all tourists
• To ignore diverse customer needs
• To reduce marketing costs by eliminating advertising
• To identify and allocate resources to specific customer groups

Which of the following is an example of geographic segmentation in tourism?

• Offering senior discounts for off-peak travel
• Targeting domestic and international travellers
• Developing luxury travel experiences for high-income individuals
• Creating wellness retreats for health-focused individuals

What is the primary focus of psychographic segmentation?

• Age and gender
• Lifestyle and interests
• Income and education
• Geographic location

Which targeting strategy involves focusing on a single market segment with a specialized product?

• Undifferentiated targeting
• Differentiated targeting
• Concentrated targeting
• Mass marketing

What is the purpose of developing target market profiles?

• To understand customer demographics and behaviours
• To create a list of competitors
• To expand marketing budgets randomly
• To ignore customer needs

In positioning, what is the value proposition meant to communicate?

• The company's weaknesses compared to competitors
• Unique benefits and value offered to customers
• The most expensive product features
• The company’s profit margins

Which of the following is not a criterion for market targeting?

• Market size
• Accessibility
• Random selection
• Profitability

What does differentiated marketing target?

• A single market segment
• The entire market with one product
• No specific market segment
• Multiple segments with tailored offerings

Which is an example of behavioural segmentation in tourism?

• Offering regional-specific packages
• Targeting families with child-friendly resort packages
• Developing all-inclusive packages for convenience seekers
• Creating wellness retreats for health-focused individuals