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WorksheetsMarketing
Total questions: 85
Worksheet time: 43mins
What makes marketing and promotion difficult in the tourism industry?
The perishability of the product
The variability of the product
The intangible and inseparable nature of the product
The seasonal nature of the product
What are some of the products and services available in the tourism industry?
Transportation, lodging, food and beverage, attractions, amenities, and souvenir stores
Furniture and home appliances
Clothing and electronics
Health and beauty products
What is meant by the term "perishable" in the tourism industry?
The product cannot be delivered to the consumer's location
The product and the customer cannot be in two places at the same time.
The tourism experience will most certainly alter based on when the product is purchased, who is there, and how the service providers offer the service at the moment of consumption.
The inability to transmit inventory to the next day.
What is the major reason why operational uniformity is important in the tourism industry?
To overcome the industry's unpredictability
To maximize revenues all year
To make the product competitive in a highly marketed marketplace
To establish customer loyalty
What is the best way to make a tourism product less substitutable?
By establishing customer loyalty
By increasing demand for the product during the lean season
By identifying one's competitive edge and unique selling proposition
By standardizing the way products and services are supplied
Which of the following is NOT a characteristic of high involvement items?
Affordable
Complicated
One-of-a-kind
Expensive
Why is marketing extremely important in the acquisition of high involvement items?
Because it encourages buyers to consider the product and its characteristics
Because it clarifies ambiguities and reduces the dangers associated with goods purchases
Because it assures the quality of the product
All of the above
What makes travel packages complex?
The lack of information available
The variety of products and services offered
The low expense involved
The familiarity of the travel items
Why do customers who use high involvement tourist products and services have more extensive inspection of choices?
Because they are impulsive
Because they have limited options
Because they have more time for consideration
Because they don't care about the product's characteristics
What is the decision-making process in buying tourist items with a high level of involvement?
Quick and easy
Inexpensive
Lengthy and involving research
Impulsive
What is meant by the term "inseparable" in the tourism industry?
The product cannot be touched, smelled, tasted, felt, or heard.
The product is inextricably linked to the customer.
The tourism experience will most certainly alter based on when the product is purchased, who is there, and how the service providers offer the service at the moment of consumption.
The tourism product is extremely interchangeable.
Which marketing function involves designing, developing, maintaining, improving, and acquiring products and services to meet the needs of customers?
Financing
Pricing
Product/Service Management
Promotion
What is the purpose of pricing in marketing?
To gather information about customers
To plan and ensure that resources are available for the business
To design, develop, maintain, and acquire products and services
To ensure that the value and cost of goods and services offered to customers are at the level that customers are willing to pay.
Which marketing function involves bringing the products and services to the customers in the best way possible?
Marketing Information Management
Financing
Distribution
Selling
What is the ultimate measure of marketing success?
Marketing Information Management
Financing
Selling
Distribution
What are the four basic Ps of marketing, according to the statement?
People, Packaging, Programming, and Promotion
Product/Service Management, Pricing, Promotion, and Place
Marketing Information Management, Financing, Selling, and Distribution
Planning, Executing, Measuring, and Adapting
What is a market?
A set of actual and potential buyers of a product
The place where products are manufactured
A physical store where customers can buy products
The process of developing new products
What is market segmentation?
Dividing the market into distinct groups that might require separate products and/or marketing mixes
The process of manufacturing new products
Selling products to any customer that wants them
Gathering information about customers to better serve their needs
Which of the following is not a characteristic of a market segment?
Identifiable
Cohesive
Homogeneous
Substantial
What are the different variables used for market segmentation?
Geographic, demographic, psychographic, and behavioural
Financial, manufacturing, customer service, and sales
Promotion, pricing, place, and product
Advertising, public relations, personal selling, and sales promotion
What is geographic segmentation?
Segmenting the market based on different psychographic profiles
Dividing the market into different geographic units such as nations, states, regions, countries, cities, neighborhoods, barangays, towns, etc.
Segmenting the market based on variables such as age, life cycle, gender, income, occupation, education, religion, and race
Segmenting the market based on the frequency of use categorized as light, medium, and heavy users
What is demographic segmentation?
Segmenting the market based on different psychographic profiles
Dividing the market into different geographic units such as nations, states, regions, countries, cities, neighborhoods, barangays, towns, etc.
Segmenting the market based on variables such as age, life cycle, gender, income, occupation, education, religion, and race
Segmenting the market based on the frequency of use categorized as light, medium, and heavy users
What is psychographic segmentation?
Segmenting the market based on different psychographic profiles
Dividing the market into different geographic units such as nations, states, regions, countries, cities, neighborhoods, barangays, towns, etc.
Segmenting the market based on variables such as age, life cycle, gender, income, occupation, education, religion, and race
Segmenting the market based on the frequency of use categorized as light, medium, and heavy users
What is technographic segmentation?
Segmenting the market based on different psychographic profiles
Dividing the market into different geographic units such as nations, states, regions, countries, cities, neighborhoods, barangays, towns, etc.
Segmenting the market based on variables such as age, life cycle, gender, income, occupation, education, religion, and race
Segmenting the market based on the degree to which customers are loyal to the brand.
What is behavioral segmentation?
Segmenting the market based on different psychographic profiles
Dividing the market into different geographic units such as nations, states, regions, countries, cities, neighborhoods, barangays, towns, etc.
countries, cities, neighborhoods, barangays, towns, etc. C. Segmenting the market based on variables such as age, life cycle, gender, income, occupation, education, religion, and race
Segmenting the market based on the frequency of use categorized as light, medium, and heavy users
What is the definition of wellness tourism?
Travel with the pursuit of maintaining or enhancing one's personal holistic wellbeing
Travel for the purpose of experiencing unique cultures and traditions
Travel for the purpose of medical treatment
Travel for business purposes
What does BLEISURE mean?
A blend of business and leisure tourism
A travel market for self-partnered individuals
A travel market for the LGBTQ+ community
A travel market for solo travellers
Which market segment is primarily composed of experience seekers?
Senior market
Youth market
Bleisure market
Wellness market
What is another name for the senior market?
Mature market
Empty nesters
Third-age tourism
All of the above
Which type of family spends the largest amount of money on their vacations?
Joint decision-making families
Husband-dominant families
Wife-dominant families
All of the above spend the same amount of money
Which of the following is NOT an emerging market segment in the Philippines?
Family market
Senior market
Youth market
Mature market
What are push factors in migration?
Things that “pull” people to a new home
Things that distinguish one group of people from another
Things that “push” people away from their homes
None of the above
Which of the following is not one of Hofstede’s dimensions of culture?
Power distance
Individualism/collectivism
Social class
Uncertainty avoidance
According to Stewart's Model of Holiday Taking, which phase is characterized by travelers who seek to fully immerse themselves in another culture's language, food, heritage, and lifestyle?
Bubble Travelers
Idealized Experience Seekers
Wide-Horizon Travelers
Total Immersers
What are the three categories of Non-Users?
Ex-users, tourists, customers
Customers, employees, non-buyers
Ex-users, prospective customers, unaware customers
Current customers, prospective customers, former customers
What type of tourist is an organized mass tourist according to Cohen's Model?
One who seeks new and unusual experiences
One who prefers the structured and familiar
One who buys all-inclusive tour packages
One who travels alone
According to Plog's Tourist Motivation Model, what is the difference between allocentrics and psychocentrics?
Allocentrics prefer structured and familiar experiences
Psychocentrics prefer what is new, unstructured, exotic, or unusual
Allocentrics prefer what is new, unstructured, exotic, or unusual
Psychocentrics prefer structured and familiar experiences
What is the importance of age in consumer behavior?
Age determines one’s position within society
Age greatly influences consumer behavior
Age is a measure of one’s pattern of living
None of the above
What is a reference group?
A set of people who have a direct or indirect influence on other people’s attitudes or behavior
A person’s pattern of living
The stages an individual goes through in their lifetime
None of the above
What is social class?
A person’s pattern of living
The stages an individual goes through in their lifetime
One’s position within society
A set of people who have a direct or indirect influence on other people’s attitudes or behavior
What is consumer behavior?
The process of designing products and services
The process of advertising products and services
The process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires.
The process of pricing products and services
What are the stages of the individual buyer's decision-making process?
Problem recognition, product specification, supplier selection, order routine specification, performance review
Need/problem recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation
General need specification, proposal selection, supplier search, order routine specification, performance review
Supplier selection, product specification, problem recognition, performance review, order routine specification
What does high-quality service result in?
Tourist dissatisfaction
Negative word of mouth
Decreased repeat visits
Tourist satisfaction and positive word of mouth, leading to repeat visits
Why is it important to understand different typologies of tourists?
To develop products and services that appeal to every tourist
To communicate with each tourist type more effectively and with greater impact
To charge different prices for different tourist types
To discourage certain tourist types from visiting
What are the stages of the organizational buying process?
Problem recognition, general need specification, product specification, supplier search, proposal selection, supplier selection, order routine specification, and performance review
Problem recognition, product specification, supplier selection, order routine specification, performance review
General need specification, proposal selection, supplier search, order routine specification, performance review
Supplier selection, product specification, problem recognition, performance review, order routine specification
Which of the following is NOT identified as a key factor that has an influence on consumer behavior by tourism marketing scholars?
Age and gender
Culture
Education level
Social class
Why is a written marketing plan important in any organization?
It serves as a road map for all marketing activities of the firm
It does not align marketing activities with the corporate strategic plan
It discourages marketing managers to review and objectively think through all steps in the marketing process
It hinders the budgeting process to match resources with marketing objectives
What is the purpose of the executive summary in a marketing plan?
To provide detailed information about the company's products and services
To present the objectives, strategies, and budget of the company
To analyze the company's bottom line performance
To discuss the external factors that may affect the company's business
Why is it important for a company to conduct a competitive analysis in its marketing plan?
To evaluate the external market and identify business opportunities
To create new demand for an existing product
To respond to new players in the market and new strategies of existing markets
To plan out product development and promotional strategies
Why is it important for a company to conduct a competitive analysis in its marketing plan?
To evaluate the external market and identify business opportunities
To create new demand for an existing product
To respond to new players in the market and new strategies of existing markets
To plan out product development and promotional strategies
How can knowledge of marketing trends help in planning out product development and promotional strategies?
By evaluating the external market and identifying business opportunities
By creating new demand for an existing product
By responding to new players in the market and new strategies of existing markets
By understanding changes in traveler motivation and preferences
What is the importance of market potential in creating business development strategies?
To evaluate the external market and identify business opportunities
To create new demand for an existing product
To respond to new players in the market and new strategies of existing markets
To determine the profitability of certain products and services
What are the external factors that may affect a company's business discussed in the marketing plan?
Product lines and distribution system
Actual sales performance versus sales targets
Tourism promotions and development of infrastructure
Competitive analysis and marketing trends
What is the goal of a marketing plan?
To have a bunch of uncoordinated and disconnected activities
To guarantee sales for a company
To be stable yet flexible and subject to review to adapt to changes in the marketplace
To have goals set too high that employees become frustrated
Why is a written marketing plan important in any organization?
It serves as a road map for all marketing activities of the firm
It does not align marketing activities with the corporate strategic plan
It discourages marketing managers to review and objectively think through all steps in the marketing process
It hinders the budgeting process to match resources with marketing objectives
What is a property needs analysis?
An analysis of major profit areas of the establishment to see where revenue can be maximized
An analysis of the company's weaknesses.
An analysis of where to cut costs.
An analysis of the company's external attributes.
What is a market positioning statement?
A statement of how the company wants to differentiate itself and its positioning in the marketplace.
A statement of the company's primary, secondary, and marginal accounts.
A statement of the company's external attributes.
A statement of the company's profit areas.
What is the pricing strategy section in a marketing plan?
A section discussing the company's external attributes.
A section discussing the company's internal attributes.
A review of pricing objectives, pricing strategies, and possible discounting schemes
A section discussing the company's profit areas.
What is the promotional mix section in a marketing plan?
A section discussing the company's external attributes.
. A section discussing the company's internal attributes.
A presentation of promotional tools to be used to achieve the strategies.
A section discussing the company's profit areas.
What is SWOT analysis?
An analysis of the company's external attributes.
An analysis of the company's strengths, weaknesses, opportunities, and threats.
An analysis of the company's primary, secondary, and marginal accounts.
An analysis of the company's profit areas.
What is a marketing plan?
A concise, strategic tool for future action plans that takes into consideration the current status of the company and external forces that may affect the business
A document that guarantees sales for a company
A tedious and unnecessary task for small businesses in the tourism industry
A simple and disconnected set of activities
Which of the following is not a part of the suppliers in the tourism industry?
Accommodation sector
Transportation industry
Tourists
Food and beverage service sector
What is the role of travel intermediaries in the tourism industry?
Provide accommodation facilities
Promote tourist destinations
Offer travel packages
Provide food and beverage services
Which of the following is not part of the public sector services in the tourism industry?
National tourism organizations
DOT attached agencies
Provincial tourism organizations
Travel agency associations
Which stage of the product life cycle is characterized by a period of rapid market acceptance and increasing profits?
Introduction
Growth
Maturity
Decline
What is the phase-out stage of the product life cycle?
The period where sales plateau because the product has achieved acceptance by most of its potential buyers.
The stage when the production of the product or availability of the service will be shut down or deleted from the company's product line.
The period when sales fall off quickly and profits drop.
The beginning stage where the product idea is further developed through market research and product testing.
Which stage of the Destination Life Cycle (DLC) is characterized by an increase in tourist arrivals, still high interaction with locals, and some changes in social, cultural, and physical environments?
Exploration
Involvement
Consolidation
Development
What is the rejuvenation stage of the Destination Life Cycle (DLC)?
The period where the carrying capacity of the destination has been reached or exceeded.
The stage when tourism has become a major economic factor.
The stage characterized by a downward rate of tourist arrivals.
The stage where management and marketing efforts may be applied to uplift the destination.
Which of the following is a man-made attraction in the tourism industry?
Beaches
Mountains
Waterfalls
Theme parks
What is the product development stage of the product life cycle?
The period where sales plateau because the product has achieved acceptance by most of its potential buyers.
The stage when the production of the product or availability of the service will be shut down or deleted from the company's product line
The period when sales fall off quickly and profits drop.
The beginning stage where the product idea is further developed through market research and product testing.
Which of the following is not part of the private and nonprofit sectors of the tourism industry?
Philippine Travel Agency Association (PTAA)
Philippine Tour Operators Association (PHILTOA)
Credit card companies
Department of Tourism (DOT)
What is the definition of price?
The total amount of income that a company keeps after all expenses have been paid for.
The sum of values that consumers exchange for the benefit of having or using the product
The level of income that is desired by the company.
The total amount that a company gets based on quantity sold multiplied by selling price.
Which of the following is an example of fixed costs?
Raw materials
Labor costs
Rent
Shipping fees
What is profit margin?
The point wherein total cost is equal to total revenue.
The total amount of income that a company keeps after all expenses have been paid for.
The level of income that is desired by the company.
The total amount that a company gets based on quantity sold multiplied by selling price
Which of the following is an example of variable costs?
Salaries
Rent
Utilities
Raw materials
What is the break-even point?
The point wherein total cost is equal to total revenue.
The total amount of income that a company keeps after all expenses have been paid for.
The level of income that is desired by the company
The total amount that a company gets based on quantity sold multiplied by selling price.
Which of the following factors should be included in the calculation of the price?
Which of the following factors should be included in the calculation of the price?
Organizational objectives
Competition
Both variable and fixed costs
What is the main objective of companies in setting prices?
Brand equity growth
Survival
High rate of return of investment
All of the above
How does price affect buyer perceptions?
Higher price means lower quality products
Higher price means higher buyer expectations of quality
Lower price means higher buyer expectations of quality
Price has no effect on buyer perceptions
What is the role of competition in pricing strategy?
Setting a lower price than the competition to win customers
Ignoring the competition and setting a high price
Matching the competition's price
Setting a higher price than the competition to show superiority
What is the importance of nature of the market and demand in pricing strategy?
It affects the level of price sensitivity
It determines the fixed and variable costs
It determines the organizational objectives
It affects the interplay of other marketing mix variables
What are some reasons for establishments to come up with a marketing mix strategy?
To establish a positive brand image
To achieve market share leadership.
To improve cash flows and swift return on investment.
All of the above.
What is cost-based pricing?
An approach that aims to cover costs and make a profit.
A pricing approach based on the value perceived by consumers.
A pricing strategy that looks at the price competitors are putting on their products and services.
A pricing approach that uses break-even analysis and target profit pricing
What is market skimming pricing?
A strategy used to attract buyers to purchase because of the reduced rate of the bundle compared to the total cost of the items if purchased individually.
A strategy used when setting a low initial selling price to penetrate the market quickly and attract many buyers for a large market share.
A pricing approach based on the value perceived by consumers.
A pricing approach that looks at the price competitors are putting on their products and services.
What is product bundling?
A strategy used when setting a low initial selling price to penetrate the market quickly and attract many buyers for a large market share.
A strategy used to attract buyers to purchase because of the reduced rate of the bundle compared to the total cost of the items if purchased individually.
A pricing approach that uses break-even analysis and target profit pricing.
A pricing approach based on the value perceived by consumers.
