micro summative Flashcards
What is the primary focus of marketing in tourism?
Answer: E. Consumer orientation
Explanation: The primary focus of marketing in tourism is to meet consumer needs and wants by offering products and services that enhance their travel experience.
Which segmentation criterion focuses on lifestyle and personality traits?
Answer: Y. Psychographic segmentation
Explanation: Psychographic segmentation divides consumers based on lifestyle, personality, values, and interests.
What does “positioning” refer to in tourism marketing?
Answer: N. Selecting target markets and developing suitable marketing strategies
Explanation: Positioning is about creating a specific image for a tourism product in the minds of target consumers to make it stand out from competitors.
Which characteristic makes tourism services difficult to manage compared to physical goods?
Answer: C. Difficulty in storing services
Explanation: Tourism services cannot be stored like physical goods; they are perishable and must be consumed when produced.
During which stage of the product life cycle do sales peak?
Answer: L. Maturity
Explanation: Sales typically peak during the maturity stage when the product has reached widespread acceptance and market saturation.
What is an essential component for effective tourism marketing?
Answer: F. Market research
Explanation: Effective tourism marketing requires in-depth market research to understand consumer preferences and trends.
What type of data provides insights specific to a particular product or service being marketed?
Answer: U. Primary data
Explanation: Primary data is collected directly from the source and provides specific insights about the product or service.
What happens during the decline stage of the product life cycle?
Answer: O. Decreased sales and fewer competitors
Explanation: During the decline stage, sales decrease due to market saturation or newer alternatives, and fewer competitors remain.
Which market segment criterion is most used due to ease of data collection?
Answer: P. Geographic segmentation
Explanation: Geographic segmentation is commonly used because data on consumers’ location is easy to gather.
In tourism, which orientation focuses on consumer needs and wants?
Answer: BB. Consumer orientation
Explanation: This orientation focuses on creating products and services that meet the needs and wants of the consumers.
What is a major challenge unique to tourism marketing?
Answer: H. Perishability
Explanation: Tourism products are perishable; they cannot be stored or resold after the service has been provided, creating unique marketing challenges.
The concept that suggests a product goes through various stages from inception to decline is known as:
Answer: D. Product life cycle
Explanation: The product life cycle refers to the stages a product goes through, including introduction, growth, maturity, and decline.
Which strategy emphasizes understanding customer preferences and tailoring offerings accordingly?
Answer: E. Consumer orientation
Explanation: Consumer orientation focuses on aligning products and services with customer preferences and needs.
The process that involves analyzing market segments to identify potential target markets includes:
Answer: R. Segmentation
Explanation: Segmentation is the process of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers based on some type of shared characteristics.
What role do travel intermediaries play in tourism marketing?
Answer: M. They help bridge gaps between producers and consumers
Explanation: Travel intermediaries, such as travel agents or online platforms, connect consumers with tourism service providers.
What does market segmentation in tourism aim to achieve?
Answer: K. Group tourists with similar needs
Explanation: Market segmentation groups tourists with similar needs and characteristics to tailor marketing efforts and improve service delivery.
In which stage do companies try to maintain their market share through competitive pricing strategies?
Answer: L. Maturity
Explanation: During the maturity stage, companies use competitive pricing strategies to maintain their market share and fend off competition.
Which aspect of tourism marketing involves understanding why people travel?
Answer: X. Maximizing tourist satisfaction
Explanation: Understanding why people travel helps to create a more satisfying and tailored tourism experience.
The method used to analyze potential strategies for achieving desired goals includes:
Answer: B. SWOT analysis
Explanation: A SWOT analysis is used to assess a company’s strengths, weaknesses, opportunities, and threats to determine strategies for goal achievement.
Which type of analysis helps determine the best financial strategy for reaching goals in marketing?
Answer: Q. Cost-benefit analysis
Explanation: A cost-benefit analysis helps evaluate the financial feasibility of different strategies to reach marketing goals.
The grouping together of people with similar needs for better service delivery is called:
Answer: R. Segmentation
Explanation: Market segmentation groups people with similar needs to better tailor marketing efforts and improve service delivery.
What is the main goal during the introduction stage of a new tourism product or service?
Answer: W. Introduction phase
Explanation: During the introduction phase, the main goal is to create awareness and stimulate interest in the new product or service.
Which type of data collection method tends to provide more specific insights related to a particular product or service being marketed?
Answer: U. Primary data
Explanation: Primary data collection methods, such as surveys or interviews, provide specific insights related to the product or service.
In which stage does a product typically experience rapid sales growth after initial acceptance by consumers?
Answer: V. Growth
Explanation: In the growth stage, products experience rapid sales growth as they gain acceptance and demand increases.
