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3rd Year (1st Sem) > THC09 Prelims > Flashcards

THC09 Prelims Flashcards

1
Q
  • refers to any marketing strategy used by businesses within the tourism industry
  • it used the same marketing channels
  • It plays an integral role in the growth of the tourism industry
A

Marketing Tourism

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2
Q

Purpose of Marketing Tourism:

A
  1. promote business
  2. stand out from rivals
  3. generate brand awareness
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3
Q

what channels does marketing tourism use?

A

digital- social media
traditional- printed ads, TV, radio

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4
Q

What makes tourism marketing different?

A

the marketing mix (product, price, promotion, and place)

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5
Q

Marketing for tourism covers the experience as the product itself, down to the specific tourism products and services that a tourist should avail to complete the _____.

A

tourist experience

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6
Q

Tourism is not a single product. It is a combination of products and services which results in a ___ for the traveler.

A

holistic experience

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7
Q

six (6) unique characteristics of the tourism industry

A

intangible
inseparable
variable
perishable
seasonal
substitutable

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8
Q
  • cannot be touched, smelled, tasted, felt, or heard prior to purchase.
  • cannot be subjected to prior scrutiny
  • one cannot examine nor test them before purchase, unlike consumer products.
A

intangible

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9
Q

consumers rely on photographs, comments, or reviews from those who visited, availed, and promised

A

intangible

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10
Q

highly effective in promoting intangible tourism products

A

word of mouth

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11
Q
  • tourism products cannot be separated from the consumer.
  • when tourists avail, they must personally go where the products are.
A

inseparable

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12
Q

the product and consumer are in the same place in tourism because __

A

what is being sold is the experience.

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13
Q
  • to avail product, the consumer goes where the product is.
    activities within the destination can only be enjoyed when one is a part of it.
A

inseparable

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14
Q

Tourism experience is likely to be different depending on when the product is availed, who one is with, and how the service providers deliver the service at the time of consumption.

A

variable

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15
Q

Variability is the primary reason ___ is crucial.

A

standardization of operations

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16
Q

Chain and franchise establishments make it a point to standardize the way they provide products and services to address the variability component of the industry.

A

variable

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17
Q

it refers to not being able to forward inventory to the next day.

A

perishability

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18
Q

it addresses the perishability of the tourism product.

A

revenue management

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19
Q

it refers to the behavioral patterns of the travel market

A

seasonality

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20
Q

during the lean season, this will help increase demand for products.

A

intensified marketing

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21
Q

it is the reason most products (airlines + resorts) have different rates

A

seasonality

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22
Q
  • competition in this industry is intense because of new destinations and competition in the global marketplace
  • TPs offer a wide range of product offerings
A

substitutable

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23
Q

what is the challenge of tourism products being substitutable?

A

establish loyalty among clients

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24
Q

how to make a tourism product LESS substitutable?

A
  • identify competitive advantage
  • unique selling preposition
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25
Q

it plays an important role in the purchase of tourism products.

A

marketing

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26
Q

what is considered to be of high involvement in tourism?

A

decision- making in the purchase of tourism products

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27
Q

tourism as a high-involvement product

A

expensive
complex
unrepeatable nature

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28
Q

It is considered as a complex TP

A

travel packages

because of the variety of products/ services + jargon used

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29
Q

what makes travel a “once-in-a-lifetime” purchase?

A

its unrepeatable nature

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30
Q

What happens when consumers avail high involvement TP?

A

detailed scrutiny of alternatives
longer time for deliberation
high expectations for satisfaction

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31
Q

it plays a vital role in high-involvement products

A

marketing

because it leads consumers to think about the product + quality assurance

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32
Q

TRUE/ FALSE: since TPs are high-involvement products, customers demand a low level of satisfaction.

A

FALSE (low- high)

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33
Q

high involvement vs. low involvement

A

HI (expensive, complex, unrepeatable)
LI (inexpensive, simple, familiar)

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34
Q

TRUE/ FALSE: Marketing is a task solely for account managers and marketing officers.

A

FALSE

it becomes the concern for everyone in the company to meet customer needs

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35
Q

what is the center of marketing?

A

customer satisfaction

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36
Q

the process by which companies create value for customers and build strong relationships in order to capture value from the customers in return.

A

marketing

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37
Q

Marketing is a ___ where individuals and groups obtain what they need and want through creating and exchanging products and value with others.

A

social process

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38
Q

something one cannot live without

A

need

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39
Q

A want is a luxury wherein its purchase can be __, ___, or ___.

A

denied
deferred
delayed

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40
Q

T/F: tourism falls into the need category, making it challenging to convince consumers to make a purchase.

A

FALSE (need- want)

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41
Q

the art and science of finding, retaining, and growing profitable customers (kotler, bowens, and makes; 2010)

A

marketing

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42
Q

trends in marketing

A

customer-centered marketing + relationship marketing.

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43
Q

finding, retaining, and growing profitable customers involves strategic planning to ensure __ and building of ___.

A

customer satisfaction
customer loyalty

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44
Q

ultimate goals of ensuring customer satisfaction

A

repeat visits and referrals

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45
Q

building strong relationships with one’s regular customers can be done through consistently superior ___.

A

customer service

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46
Q

it is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (American Marketing Association; 2013)

A

marketing

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47
Q

examples of the following:
tourism products
hospitality products

A

TP- destinations and attractions
HP- food and accommodations

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48
Q

define tourism marketing

A

management process where destinations, products, and services are designed, promoted, and distributed to meet the needs and wants of prospective tourists.

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49
Q

key in the marketing management process

A
  1. marketing IS
  2. marketing planning
  3. planning tactical campaigns
  4. marketing operations
  5. monitoring and control
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50
Q

with the advent of tech, marketing IS enables organizations to compile an __ about its customers, competitors, and effectiveness.

A

updated set of information

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51
Q

involves an analysis of the marketing environment in relation to the potential of the business.

A

marketing analysis

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52
Q

this will help increase business by obtaining the best fit between the company’s resources and target market position.

A

marketing strategies

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53
Q

this step ensures that practical and realistic tactical campaigns are conducted in support of the comprehensive marketing strategy

A

planning tactical campaigns

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54
Q

it involves implementing planned strategic and tactical campaigns

(by coordinating with stakeholders, fine-tuning the marketing mix, and ensuring activities are conducted as planned)

A

marketing operations

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55
Q

involves the ongoing process of evaluating sales data and financial performance vs. marketing activities conducted,

A

monitoring and control

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56
Q

it includes being aware of what competitors are doing

A

monitoring and control

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57
Q

core marketing functions

A

marketing information management
financing
pricing
promotion
product/ service management
distribution
selling

58
Q

entails gathering information about customers to better save their needs and improve decision-making

A

marketing information management

59
Q

involves planning to ensure that resources are available to maintain and improve the business

A

financing

60
Q

ensures that the value and the cost of goods and services offered to customers will be all at the level that customers are willing to pay

A

pricing

61
Q

prepares the various promotional strategies that will enable the products to be introduced and sold to the customers

A

promotion

62
Q

involves designing, developing, maintaining, improving, and acquiring products and services to meet the needs of the customers

A

product/ service management

63
Q

involves bringing the products and services to the customers in the best way possible

A

distribution

64
Q

the ultimate measure of marketing success

A

selling

65
Q

crucial tasks of marketing

A
  • following up on the sale
  • closing the sale
  • making a repeat sale
66
Q

it is what the company is offering to satisfy a consumer’s want or need

A

product/ service

67
Q
  • the value that the seller puts on the product/ service
  • the amount a customer has to pay in exchange for the product
A

price

68
Q
  • includes the cost of the product and the profit the seller wishes to make
  • the means by which the product reaches the customer
A

price

69
Q

strategic plan by which customers are informed about the product and its value

A

promotion

70
Q

T/F: a well-planned and executed marketing mix enables marketers to move their products successfully to consumers.

A

T

71
Q

these will help in understanding the role of marketing in tourism organization

A

7 core functions of marketing

72
Q

T/F: promotion and selling of products are reliant on traditional advertising techniques (more expensive, less effective)

A

T

73
Q

this approach was born from the need of businesses to enhance the promotion of products

A

integrated marketing communications (IMC)

74
Q

the process of using all forms of promotion to achieve maximum communication impact while maintaining a consistent image for the products/ services

A

IMC

75
Q

businesses/ advertising agencies shifted from fixed compensation to __

A

incentive-based compensation

76
Q

big retailers use this approach to dictate the brands that will make it to their shelves

A

consolidation of the retail industry

77
Q

T/F: in the consolidation of the retail industry, retailers are at the mercy of these big manufacturers.

A

F ( manufacturers are at the mercy of these big retailers)

78
Q

what enhanced the use of the IMC approach?

A

growth and development of database marketing

79
Q

database management is most helpful in carrying out direct marketing campaigns such as __ and __.

A

telemarketing
loyalty programs

80
Q

T/F: the behavior and wants of consumers are tracked.

A

F (wants-needs)

81
Q

this has become a popular option for maximizing resources and optimizing results.

A

IMC approach

82
Q

combining traditional and digital promotional strategies gave rise to the ___.

A

integrated marketing communication approach

83
Q

three (3) uses of the integrated marketing approach

A

reach target market
achieve company objective
within available budget

84
Q

it can maximize a company’s limited resources allowing small brands to compete with established brands

A

IMC

85
Q
  • a set of actual and potential buyers
  • buyer shares a particular need/ want that can be shared through exchange of relationships
A

market

86
Q

to marketing professionals, this is all actual and potential buyers of a P/S

A

market

87
Q

tourism industry aims to target a specific set of individuals. It refers to a particular set of buyers called __

A

niche market

88
Q

three steps in target marketing

A

market segmentation
market targeting
market positioning

89
Q

it is dividing the market into distinct groups that might require separate products and/or marketing mixes

A

market segmentation

90
Q

a subgroup of the total consumer market that has similar characteristics and needs relevant to the purchase.

each segment is profiled based on its characteristics

A

market segment

91
Q

six (6) characteristics of market segment

A
  1. identifiable
  2. cohesive
  3. measurable
  4. accessible
  5. substantial
  6. actionable
92
Q

the people who comprise the segment can be located and identified such that targeting them would be easy

A

identifiable

93
Q

consumers should be part of a whole people whose specific qualities are common to all

A

cohesive

94
Q

marketer should be able to estimate the size and potential spending of the members of the market segment.

A

measurable

95
Q
  • members of segment should be accessible by the marketing efforts and promotional activities to be conducted.
  • if they are difficult to reach, efforts to reach out to the specific segment is futile
A

accessible

96
Q

segment should be large in order to be substantial (small segment = high spending capability)

A

substantial

97
Q

company has enough resources and commitment to enable effective penetration of the identified segment to ensure effective positioning

A

actionable

98
Q

variables in market segmentation:

A
  1. geographic (region, country, cities)
  2. demographic (age, gender, income, education)
  3. psychographic (social class, lifestyle, personality)
  4. behavioral (buyer readiness, benefits, loyalty status)
  5. technographic*
99
Q
  • oldest and simplest basis of segmentation
  • it divides the market into different geographic units
A

geographic

100
Q

refers to segmenting the market based on age, life cycle, gender, etc.

A

demographic

101
Q
  • developed to link personality to a product
  • divides consumers based on different profiles
A

psychographic

102
Q

refers to dividing groups based on their knowledge, attitude, and response to a product

good starting point = comm campaign = target viable segments

A

behavioral

103
Q

this segmentation involves purchases made on occasions

A

special occasion

104
Q

refers to markets segmented based on usage such as first-time users, regular users, non-users, potential users, etc.

A

user status

105
Q

this segmentation refers to the degree customers are loyal to the brand

A

loyalty status

106
Q

pertains to the different stages buyers become ready to purchase a product. from being aware, slightly aware, want to buy, and intend to buy

A

buyer readiness

107
Q

prevalence of the web causes an increasing divide between users and non-users in searching for travel information.

travel web and lifestyle travel portals = customization

A

technographic

108
Q
  • evaluating each segment’s attractiveness and selecting one or more of these segments in which to operate one’s business

(careful assessment of these segment = identify which to target)

A

market targeting

109
Q

factors in market targeting

A

segment size
attractiveness
company objectives and availability of resources

110
Q

in the selection of a specific market segment, what are the 3 market coverage strategies?

A

undifferentiated marketing
differentiated marketing
concentrated marketing

111
Q
  • ignores market segmentation. instead, goes for the entire market with one offer
  • looks what the market has in common = reach a huge no. of buyers
  • effective for consumer products (shampoo) but not tourism products
A

undifferentiated marketing

112
Q
  • targets several market segments using separate offers per segment
  • capture large market = offer several products for different segments
  • ex. 2 hotels under the same hotel chain but one is more luxurious than the other one (budget)
A

differentiated marketing

113
Q
  • practice for companies w/ limited resources
  • big share of a small market rather > small share of a large market
  • allot resources in making presence felt in a specific market w/ greater impact (yield high results)
  • rosky = advisable to operate in at least 2 profitable segments
A

concentrated marketing

114
Q

factors in choosing a market coverage strategy

A

company’s resources
degree of product homogeneity
market homogeneity
competitor’s strategy

115
Q

involves tailor fitting brands and products to the needs and wants of different market groups.

A

local marketing

116
Q

developing competitive positioning for the product and an appropriate marketing mix
- identify product’s unique characteristics (to differentiate)
- deliberate way of making sure that the product has high recall in consumer’s mind

A

market positioning

117
Q

3 positioning concepts

A
  1. unique selling proposition (term used to identify what makes it different from others)
  2. competitive advantage (gained by offering greater value by lower price or benefits for higher prices)
  3. top-of-mind awareness (highest level of recall since it means the brand occupies the top spot in their mind- generic)
118
Q

generational travel markets

A

baby boomers
gen x
millennials
gen z

119
Q

types of markets

A

family market
senior market
youth market
MICE and business market
solo travel market
LGBTQ+ Market
bleisure market
wellness tourism

120
Q

process / activities people engage with in searching for, selecting, purchasing P/S to satisfy their needs and desires

A

consumer behavior

121
Q

key factors that influence consumer behavior

A

motivations
culture
age and gender
social class
lifestyle
life cycle
reference groups
personality and self-concept

122
Q
  • inner drives that make people take a specific plan of action to satisfy their needs
  • needs are the force that arouses motivation
    need = motive when aroused to a level of intensity that prompts them
  • gain competitive advantage
A

motivations

123
Q

maslow’s hierarchy of needs

A

physiological needs (need for survival)

safety (personal degree of security)

belongingness (acceptance in social groups)

self-esteem (desire of status)

self-actualization (goal of self-fulfillment)

124
Q

two factors to make you travel

A

push factor- make you want to travel; sociopsychological (relaxation)

pull factor- affect where you would want to go; cultural (education)

125
Q

five dimensions of culture

A

power distance
individualism/ collectivism
masculinity/ femininity
uncertainty avoidance
long-term + short-term orientation

indulgence vs. restraint

126
Q

collective mental programing of the human mind = distinguish people from one another

A

culture

127
Q

one’s position within society (one of most important external factors in consumer behavior)

A

social class

128
Q

a person’s living pattern expressed in their activities and interests

portrays the whole person interacting with external forces

A

lifestyle

129
Q

suggests that travel patterns and destinations differ as people move on

A

family life cycle model

130
Q

stages an individual goes through

A

life cycle

131
Q
  • set of people who have direct/ indirect influence on people’s attitudes/ behavior
  • extremely important = intangible = rely on word of mouth
A

reference groups

132
Q

distinguishing psychological characteristics that lead to consistent and enduring responses

A

personality

133
Q

buyer decision-making process

A

need/ problem recognition
info search
alternative evaluation
purchase decision
post-purchase evaluation

134
Q

person’s feelings of pleasure/ disappointment from comparing a product’s perceived performance = expectations

A

satisfaction

135
Q

assessment of how well delivered service conforms to the client’s expectations

A

service quality

136
Q

benefits of service quality

A

customer retention
avoidance of price competition
retention of good employees
reduction of costs

137
Q

relationship of service quality, cs, and word of mouth

A

service quality
satisfaction
repeat purchase- referral

138
Q

more formal version of consumer buying since orgs are more complex and more people are involved = greater demand for variety
- buy in bulk to generate big-time sales

A

organizational buying process

139
Q

organizational buying process

A

problem recognition
general need specification
product specification
supplier search
proposal solicitation
supplier selection
order routine specification

140
Q

typology of tourists

A

plog’s tourist motivation model
cohen’s model
stewart’s model of holiday taking

141
Q
A

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