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business
marketing for hospitality and tourism
Questions and Answers of
Marketing For Hospitality And Tourism
Outline common pricing strategies and techniques.
Explain the use of price to segment consumer markets.
Outline the role of price in revenue management.
Discuss legal and ethical issues surrounding pricing practices.
What is price? What are some of the major factors that affect pricing decisions?
What are the major pricing objectives discussed in the chapter?
What are the most common effects on consumer price sensitivity?
What are the three broad pricing strategies? When is it appropriate to use each strategy?
What are the advantages and disadvantages of using breakeven analysis?
What is economic value? Give an example of how you would determine the economic value for a particular hospitality service.
Discuss some of the price segmentation strategies that can be used by hospitality and tourism firms.
What are the three major pricing techniques? Can you use more than one? Explain.
What is revenue management? How are yield management and revenue management related?
What are some of the legal and ethical issues surrounding pricing decisions?
The Pasta Shack is an Italian restaurant in Florida near the major tourist attractions that has noticed a recent decline in sales. The owner and his managers decided to have a meeting to come up with
Outline the role of printed menus in foodservice marketing.
Discuss guidelines used in selecting and organizing menu items.
Describe common design features of printed menus.
Discuss the potential pitfalls associated with menu planning.
Emphasize the importance of accuracy in menu information.
Evaluate menu items by analyzing sales information.
What factors must be considered when planning a menu?How do they impact the menu-design process?
How should a manager select items to be included on the menu?
If you were a foodservice manager, what professional assistance would you seek when developing a new menu? Why?
How will length of service desired affect the menu cover selection?
What is menu copy?
What are the three categories of menu copy?
Of what value is descriptive copy?
Cite and discuss the guidelines for accuracy in menus.
What is menu sales mix analysis?
Matt’s Bar and Grill is a restaurant that offers a basic menu of sandwiches, pasta, and stir-fry entrées. In addition, there are a few appetizers and a normal children’s menu. The sandwiches
Why would it be useful for a hospitality organization to implement a marketing information system?
What do you consider the best sources for internal and external marketing information? Cite sources and discuss the advantages and disadvantages of each.
How do you differentiate between primary and secondary data, including their advantages and disadvantages?
What role should a marketing information system play in the management of a hospitality establishment?
Discuss the three types of research. Give an example of a situation in which you would use each one. Can you use more than one at a time?
What are the three methods of collecting data? Can you give an example of how each one would be used in the hospitality and tourism industry?
Compare and contrast the three types of surveys.
What are the two major types of data analysis? When should the decision be made as to which methods will be used for analyzing the data?
Who are the parties involved in the marketing research process?What are the rights and obligations of each party?
Will Smith moved from Philadelphia, Pennsylvania, to take over as the general manager of the Bel Air Motel in California. Will had been the assistant general manager of a large chain hotel in the
How are questionnaires organized? What are some of the guidelines that should be followed in developing questions?
What is the difference between a probability sample and a nonprobability sample? Which one is best? Explain your answer.
Explain the importance of developing product lines.
Describe the two types of planning strategies—reactive and proactive—for developing new products and services.
Outline the roles of new product committees, new product departments, product managers, and venture teams.
Describe the new product development process.
Explain the marketing roles of brands, brand names, and trademarks.
List characteristics of effective branding.
What is a product line?
What is the best type of new product development strategy, reactive or proactive? Explain your answer.
What are the four reasons it is important to develop and extend product lines within a business?
What steps are used to develop new products and services?
What is a strategic alliance? Why do you think a company would enter a strategic alliance? What are the pros and cons of entering a strategic alliance? What impact do you think strategic alliances
How are qualitative and quantitative analyses used in assessing potential new products and services?
Define and cite two examples for each of the following: brand, brand name, brand mark, and trademark.
What are the characteristics of effective branding? Do you agree or disagree with these criteria? Can you cite examples of successful brands that do not meet these criteria? Why do you believe these
You are employed as the vice president of marketing for Jiffy Foods, Inc., a regional foodservice company that operates 40 restaurants in the fast-food or quick-service segment. The restaurants that
What are the four levels of a product? How can peripheral services be used to gain a competitive advantage?
What are the stages of the product life cycle? What are the characteristics of each stage?
What do you see as the advantages and disadvantages of using the product life cycle as a marketing tool?
How should a business go about developing a strategy for various stages in the product life cycle? What techniques are most appropriate for the various stages?
What are some of the ways to extend the product life cycle?Of these techniques, which one do you think is most useful? Why?
Describe the evolution of a tourism destination as it progresses through the tourist area life cycle.
What is the wheel of retailing? Does it apply to the hospitality industry?
What are Lovelock’s recommendations for reducing the conflicts between sales and operations?
What are the methods for managing supply and demand?Which methods are capable of increasing capacity for hospitality firms?
What are resource allocation models? How are they related to the product life cycle?
Outback Steakhouse, Inc., headquartered in Tampa, Florida, was founded in 1988 and completed its initial public offering in June 1991. Outback Steakhouse, Inc. is a company of restaurants that owns
Outline the importance of distribution systems in hospitality and travel marketing.
Describe several models of distribution channel organization.
List distribution intermediaries in the hospitality and tourism industry.
Describe several options for managing distribution channels.
Explain how channel distribution systems can affect customer value.
Define franchising and list advantages and disadvantages of franchisee/franchisor arrangements.
What factors are considered in determining a firm’s channel width and channel length?
List and give examples of the intermediaries that exist in the hospitality and tourism industry.
List and describe the five forms of channel power.
Explain the three types of vertical marketing systems.
What are the ways a firm can enhance customer value through channel systems?
What is franchising? Why would firms or individuals choose to enter this type of arrangement?
If you have 10 tour operators and 100 customers, what is the difference in the number of transactions with, and without, a travel agent acting as an intermediary?
Acouple of college students decided to start a business together after graduating. The two friends traveled the region in search of the ultimate buffalo chicken wings. After researching these other
Of what value is market segmentation to marketing managers?
What variables are used to segment target markets?
Which of the variables from question 3 do you see as most and least useful to a manager working in the hospitality and tourism industry?
Cite and discuss the criteria for effective segmentation.
Is it possible to oversegment a market? If so, provide an example.
What are the four steps in the market segmentation decision process?
Explain and give examples of each of the three market segmentation strategies.
What is positioning? Why is it important?
Describe the four steps in the positioning process.
The Springfield Convention and Visitors Bureau represents the second-tier city of Springfield and its surrounding region. Most of the region is rural except for Springfield and a couple of smaller
Compare and contrast two types of marketing plans—strategic and tactical.
Outline the advantages and disadvantages of planning.
Define the terms mission, goals and objectives, organizational resources, market risks and opportunities, evaluation plans, marketing strategies, and action plans.
Describe in detail the four steps of the marketing planning process.
Explain qualitative and quantitative techniques for developing sales forecasts.
Evaluate criteria to select appropriate sales forecasting techniques.
What are the major components or duties associated with your current position?
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