6. Tourism Marketing Mix - The 7 Ps of Success

Who first designed the concept of the marketing mix?

• Philip Kotler
• Edmund Jerome McCarthy
• Peter Drucker
• Michael Porter

Which of the following is NOT one of the original 4 P's in the marketing mix?

• Product
• Promotion
• Place
• Process

In the tourism marketing mix, what does 'People' refer to?

• The physical location of the business
• The staff and customer experience
• The pricing strategy
• The promotional methods used

What is an example of a tangible tourism product?

• Hotel rooms
• Destination atmosphere
• Customer service
• Cultural experiences

Which pricing strategy involves setting prices based on competitors?

• Cost-plus pricing
• Value-based pricing
• Competitive pricing
• Yield management

What does 'Place' refer to in the context of tourism marketing?

• The geographical location of the customer
• The communication methods used
• How and where the product is delivered
• The physical evidence of the service

What is a key benefit of Integrated Marketing Communications (IMC)?

• Reducing product quality
• Increasing message impact
• Decreasing customer experience
• Lowering employee wages

How do tourism businesses in New Zealand often adapt their products?

• By lowering prices
• By excluding local culture
• By ignoring natural landscapes
• By incorporating Māori culture

What role does 'Physical Evidence' play in the tourism marketing mix?

• It refers to the intangible elements of service
• It involves the pricing strategies used
• It describes the environment where the service is delivered
• It focuses on the promotional channels

What is an example of process efficiency in tourism?

• Automated booking systems
• High accommodation prices
• Limited customer feedback
• Inconsistent service delivery