CHAPTER 2 MARKET AND SEGMENTATION

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

• Demographic

• Behavioral – Occasion-based

• Psychographic – Lifestyle

• Technographic

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

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

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

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

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

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

An event planner named Evelyn books a venue for an international conference, where participants often extend their stay for sightseeing. This is an example of:

• Business tourism

• MICE tourism

• Senior tourism

• Family market tourism

A luxury resort named "Paradise Retreat" positions itself as “#1 in guest satisfaction” to attract repeat high-end customers. This is an example of:

• Top-of-mind awareness

• Differentiated marketing

• Occasion-based segmentation

• Geographic segmentation

A beach resort named Paradise Shores develops packages for honeymooners, families, and retirees. Which strategy is being applied?

• Undifferentiated marketing

• Concentrated marketing

• Differentiated marketing

• Psychographic segmentation