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CHAPTER 2 MARKET AND SEGMENTATION

Authored by Marina Carson

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University

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CHAPTER 2 MARKET AND SEGMENTATION
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15 questions

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1.

MULTIPLE CHOICE QUESTION

20 sec • 2 pts

A travel operator named Abigail promotes Valentine’s Day packages for couples. Which segmentation variable is this?

Demographic

Behavioral – Occasion-based

Psychographic – Lifestyle

Technographic

2.

MULTIPLE CHOICE QUESTION

20 sec • 2 pts

A hotel positions itself as “The most eco-friendly stay in Bohol” to attract environmentally conscious tourists. This highlights:

Competitive advantage

Unique selling proposition (USP)

Differentiated marketing

Market targeting

3.

MULTIPLE CHOICE QUESTION

20 sec • 2 pts

A senior citizen group, led by Evelyn, travels to Maribojoc because of accessible tours and safety. Which market segment does this belong to?

Youth market

Senior market

MICE market

Family market

4.

MULTIPLE CHOICE QUESTION

20 sec • 2 pts

A cruise line, like Oceanic Adventures, markets the same product to everyone without segmenting by age or income. Which coverage strategy is being used?

Differentiated

Concentrated

Undifferentiated

Segregated

5.

MULTIPLE CHOICE QUESTION

20 sec • 2 pts

Evelyn, a backpacker, chooses a low-cost airline and hostel to travel solo across Southeast Asia. This tourist belongs to:

MICE market

Solo travel market

Wellness tourism market

Bleisure market

6.

MULTIPLE CHOICE QUESTION

20 sec • 2 pts

A corporate manager named Maya extends her business trip in Cebu to explore nearby islands. This type of tourism is called:

Bleisure tourism

Wellness tourism

Incentive travel

Senior market travel

7.

MULTIPLE CHOICE QUESTION

20 sec • 2 pts

A city tourism board tailors its promotions to Japanese tourists by highlighting cultural heritage, based on their interests and values. This segmentation is based on:

Technographic

Behavioral

Geographic

Demographic

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