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marketing for hospitality and tourism
Questions and Answers of
Marketing For Hospitality And Tourism
What are the components of your position that bring you the most satisfaction? What about your position causes you frustration?
What are the most challenging aspects you’re facing?
What major trends do you see for your segment of the hospitality and tourism industry?
What role does marketing play within your company?
If you could offer one piece of advice to an individual preparing for a career in the hospitality and tourism industry, what would you suggest?
What are the most challenging aspects that you’re facing?
What is the difference between strategic and tactical marketing plans?
Provide examples of the types of questions tactical marketing plans seek to answer.
What are the advantages and disadvantages associated with planning?
Why do marketing plans fail? What steps might a marketing manager take to increase the probability of success?
Illustrate and discuss the steps in the marketing planning process.
What is a SWOT analysis? How can SWOTs be leverage or problem items?
Conduct a SWOT analysis for a restaurant located in your area. How might this restaurant leverage elements of its SWOTs?
What are the criteria for well-written objectives?
What are the four product development strategy options?Provide examples and justification of hospitality and tourism firms that you believe use each of the four options.
What are the types of control data that are used to evaluate performance?
What is sales forecasting? Why is it important?
Explain the difference between qualitative and quantitative forecasting techniques.
When Wendell Adams became the general manager at the Westwind Resort, he knew that it would be a challenge. His predecessor, Manfred Gunlock, was highly regarded and had been in the position for over
Define the term marketing information system.
Outline key components and requirements of an effective marketing information system.
Identify primary and secondary data sources for marketing information.
Describe in detail the marketing research process.
Identify ethical issues surrounding marketing research and information systems.
Define the term market segmentation.
List variables that are commonly used to segment markets.
Outline the four-step process used to segment potential markets.
Explain the relationship between market segmentation and the development of marketing strategies.
Define positioning and describe its role in gaining a competitive advantage.
Explain the importance of marketing to the success of a hospitality operation.
Define the term marketing.
Explain and diagram the marketing process.
Distinguish between the concepts of marketing and selling.
Outline in detail the traditional marketing mix and contrast it with the hospitality marketing mix.
List examples of external environments that influence the hospitality marketing process.
Describe the typical marketing management cycle.
Identify the marketing-related roles fulfilled by internal departments of a hospitality operation.
Why has marketing assumed a position of increased importance in the management of hospitality organizations?
What is marketing? Why is it important to the success of a firm?
Explain the difference between selling and marketing. How are the two similar? Think of an example to illustrate each concept.
What is the marketing process? Briefly explain the process and its elements.
What are the key variables in the marketing environment?In your opinion, which is the most important? Why?
Of the variables in the marketing environment, are there one or two that you believe a marketing manager can control or predict more easily than the others? If so, which one(s) and why?
What changes in technology will impact the hospitality and tourism industry in the next five years? What specific positive and negative impacts from technology do you foresee?
What is the marketing concept? What role should the marketing concept play in managing a hospitality or tourism facility?
Discuss the components of the traditional and hospitality marketing mixes. What role does the hospitality manager play in managing the marketing mix? How is the marketing mix used?
What factors can affect the marketing mix? How might these factors affect the marketing mix? How might a manager anticipate the impact that these factors might have?
What is the marketing management cycle? Explain and discuss the major activities with which a manager must be concerned.
How does the marketing function interface with other areas in an organization?
Bruce Adams stood in the parking lot facing an empty restaurant building.The restaurant had closed 60 days earlier, after being in business for about eight months. As he visually surveyed the area he
Explain reasons for the growth in hospitality services and the marketing of these services.
Describe the differences between a product and a service.
List attributes that are used to evaluate services.
Define service quality and describe potential gaps in service quality.
Describe philosophies for managing the quality of services.
Use improved customer satisfaction as a marketing tool.
Identify reasons for service failures and describe measures that can be taken to recover from these failures.
List service trends that will continue to impact the hospitality industry.
What are services? Do you believe that service marketing should be studied separately from product marketing? Why or why not?
List and discuss several of the reasons behind the growth in services. Which of these do you consider to be the most important? Why?
How do services differ from products?
Define service quality. Discuss the service quality process.
Using a foodservice operation with which you are familiar, develop a methodology to assess the service quality.Based on the data collected, how could their service standards be improved? What would
What are search and experience qualities? How are they used by consumers to evaluate services?
Define relationship marketing. How can it be applied to the hospitality and tourism industry?
Based on your knowledge of the hospitality and tourism industry, which firm does the best job of developing a positive relationship with customers? Why? What specific actions have they taken to
What are the types of service failures? What recovery strategies can be used in the event of a service failure?
How would you define customer satisfaction? How can you improve customer satisfaction?
What are the techniques that can be used to assess customer satisfaction?
Based on a careful review of the current trade magazines for the hospitality and tourism industry, cite and discuss current trends that affect hospitality and tourism firms.
Kristen Adams had recently transferred to the Excelsior Hotel to improve the level of customer service. She had been with the company for five years and had been quite successful in improving the
List external and internal influences on consumer behavior.
Describe the consumer decision-making model.
Explain the three problem-solving process strategies employed by consumers—compensatory, noncompensatory, and combination.
Outline the three levels of consumer problem solving—routine response, limited, and extended.
List characteristics unique to organizational buying.
What are some of the internal and external influences on consumer purchases?
List and discuss the five stages in the consumer decision-making process.
What are the differences between compensatory strategies and noncompensatory strategies for problem solving?
Give an example of how a consumer would use a combination of problem-solving processes.
What are the three problem-solving techniques used by consumers? Explain how they differ, using the stages of the consumer decision-making process.
How would a hospitality marketer use the consumer adoption process in planning a promotional strategy?
How does the decision-making process differ between consumers and organizations?
What are the five components of the buying unit? Give an example of a buying unit in hospitality or tourism.
What are the primary objectives of a brochure? Critically evaluate several tourism and hospitality brochures to see how well they meet these objectives.
Explain why employees are called “internal consumers”.
Briefy describe what is meant by a service-oriented policy.
Identify four components that are essential for an internal marketing programme.
Explain why it is important for management to communicate with employees.
Compare and contrast relationship marketing with traditional marketing.
Critically evaluate the value of frequent-flyer programmes in terms of the following: -Tactical marketing -Achieving brand loyalty -Relationship marketing.
In what ways could a tourism organisation (for example, an airline, a car rental company, or a hotel) attempt to measure service quality?)
Describe some of the limitations of the SERVQUAL model?
Briefly explain why destination marketing is a complex activity. Discuss how the marketing of a destination differs from that of the marketing of a FMCG or a tourism business/ product.
Outline the challenges facing destination marketing organisations (DMOs).
Identify and briefly explain five activities carried out by DMOs to market a destination?
Discuss Butler’s (1980) tourism area life cycle model in terms of examples of destinations and resorts in your country, and types of tourist associated with the different stages.
Explain why it is important for DMOs to undertake marketing research.
“Image is reality in the tourism industry.” Discuss this statement.
Why is the branding of a destination problematic? Use industry examples to explain your answer.
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