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WorksheetsThe Meaning of Marketing Communications in Travel & Tourism
Total questions: 15
Worksheet time: 8mins
Below are the correct statements defining marketing communications in travel and tourism, EXCEPT:
Marketing communications forms a key aspect of the delivery of tourism and hospitality services.
Marketing communication was defined as the provision of information to a defined competitors.
Marketing communications is a great deal more than simply about advertising.
Indeed marketing communications forms its own sub-field of study within the discipline of marketing.
Marketing communications’ planner and strategist needs to understand _______ , _______ and ________ consumers access information, how they respond and the means by which this process can be effectively managed.
how
where
when
why
Tourism and hospitality share many important services marketing characteristics which have an impact on the ways in which they are marketed to potential consumers.
True
False
Tourism and hospitality are said to be intangible services because it is not possible to experience the service prior to purchase.
True
False
__________ - difficulties in communication of abstract concepts of the services – such as ‘a good night’s rest’.
Generality
Non-searchability
Impalpability
Abstractness
____________ - difficulties in conveying distinctions between one organization’s service offer, such as ‘cabin service’, from another.
Abstractness
Non-searchability
Generality
Impalpability
___________ - the fact that customers cannot search the credentials of the organization or test the service prior to purchase, meaning they have to be taken on trust.
Impalpability
Abstractness
Generality
Non-searchability
____________ - refers to the problem of being able to imagine the physical experience and thus a need to convey an understanding and interpretation of the service in communications.
Impalpability
Abstractness
Generality
Non-searchability
Services are said to be ________________ since they cannot be stored or stockpiled to be sold at a later date.
intangible
perishable
inseparability
heterogeneity
The concept of _________________ refers to the fact that it is not possible to separate the point of production of the service
intangible
inseparability
perishable
heterogeneity
____________ refers to the fact that it is very difficult to replicate the same experience for different people within the same service environment
Perishable
Intangible
Inseparability
Heterogeneity
Integrated marketing communications (IMC) requires a coordinated approach to marketing across individual campaigns and across different forms and channels of information.
True
False
In IMC, there is a need to ensure that only non-marketing information reflects the brand personality and values to maximize the potential of organizations.
True
False
Internal audiences must aware of the strategic aims of the organization and its vision in terms of brand values.
True
False
External audiences consist of employees, suppliers, shareholders and other stakeholders including wider society.
True
False
