Questions and Answers of Marketing In Travel And Tourism

Discuss the view that consumer choice will increasingly be determined by subjective perceptions as the objective differences between goods and services are increasingly eroded by competitive
Review the arguments which suggest that marketing is a pervasive activity or social process which is relevant to all kinds of exchanges, both for profit and not-for-profit.
Propose why consumer concern should be regarded as a marketing opportunity.
Describe the origins of consumerism and indicate why marketing should be regarded as a response to these concerns rather than the cause of them.
Suggest why marketing and a marketing orientation appear to offer the best chance for corporate success in an increasingly competitive environment.
Explain how and why environmental change has resulted in the need for a revised approach to exchange relationships and the 'rediscovery' of marketing.
Define and describe the seven Ps of the service marketing mix- product, process, price, place, promotion, physical evidence and people.
Compare and contrast the view that service marketing is the same as the marketing of goods with the opposing view that it is significantly different and calls for a distinctive approach.
Specify and describe the four characteristics- intangibility, inseparability, heterogeneity and perishability and fluctuating demand- which are used to distinguish services from physical products.
List the basic types of services available.
Identify and describe three basic factors which account for the growth of the service sector.
List some of the influences on the structure of an organisation and particularly the various corporate resources it may have at its disposal.
Discuss the relationship between the marketing concept, marketing orientation and organisational structure.
Describe the market manager concept and compare and contrast it with the product manager concept.
Describe the origin, evolution and application of the product manager concept.
List and describe seven basic methods of organising a marketing department.
Explain the need for both differentiation and integration in the effective organisation.
Summarise typical sales promotion problems and their solutions.
Relate in detail the use of sampling as a major promotional activity.
Describe the legislation related to the use of sales promotion.
Evaluate the factors to be taken into account when choosing a particular type of promotion.
Review the issues to be considered in deciding whether to run a promotion.
List and describe the major types of sales promotion in current usesampling, off-price labels, banded offers, premium offers, competitions and personality promotions.
Explain how to determine the size of the appropriation for expenditure on sales promotion.
Set out the objectives which may be achieved through the use of sales promotion?
Distinguish between 'above and below the line' promotional activities.
Indicate some of the economic and ethical issues associated with advertising.
Describe methods for answering advertising effectiveness.
Review alternative methods for setting advertising appropriations.
Outline the procedure to follow when planning an advertising campaign.
Summarise some of the key features of the national press, regional press, Sunday newspapers, magazines, television, commercial radio, outdoor advertising, the cinema and direct mail.
Give advice on agency selection?
Explain the basis of agency remuneration.
Review the role and function of advertising agencies.
Suggest how a firm might organise for advertising.
Discuss the role of advertising in the marketing mix.
Outline the structure of the advertising industry and distinguish the roles of the three main parties involved in the advertising process -advertisers, agents and media owners.
Cite some vital statistics to help describe the size and nature of the advertising industry.
Describe the historical development and evolution of advertising.
List specific objectives which advertising may be used to achieve.
Define advertising.
Summarise the factors to be considered when selecting a distribution channel.
Explain the channel policy decision in terms of the resolution of conflict between cost and control.
Review the advantages and disadvantages of the three basic alternatives available when selecting a distribution policy• direct sale• sale through an intermediary• a dual policy.
List the five essential functions performed by a distribution channel.
Consider and evaluate a dynamic model of pricing behaviour.
Identify the influence of perception on the pricing decisions of both buyers and sellers.
List pricing strategies used in practice and give some reasons for their use.
Explain the two main pricing alternatives, and suggest where each would be used.
Understand price 'formulas' or methods and give their advantages and disadvantages.
Discuss pricing objectives.
Describe and analyse the influence and impact of both internal and external factors on price determination.
Identify some reasons why pricing may receive more attention in the 1990s.
Explain why pricing has often been relegated to a secondary role in competitive strategy and the marketing mix.
Describe the role of marketing research agencies and give examples of syndicated research data.
Set out the preferred structure and format of market research reports?
List the kinds and properties of attitude scales and their use in marketing.
Review some of the issues involved in the design and use of questionnaues.
Illustrate the various methods of making contact with respondents.
Define the nature of sampling and review the types of sample in common use.
Explain the survey methods available to a researcher and the differences between censuses and surveys.
Describe the nature of field research and the collection of primary data.
Summarise the nature of desk research and list some major sources of external data.
Clarify the distinction between primary and secondary data.
Discuss the issues involved in the decision to establish a market research department and the role and function of the market research manager.
Explain the scope of marketing research.
Review some current trends in retailing and their implications for the industry's future.
Identify the advantages and disadvantages of various patterns of retail distribution.
Summarise some of the main innovations which have taken place in the past forty years.
Explain the concept of the Wheel of Retailing.
Describe the structure of the retail trade and the main kinds of outlets.
List the main functions performed by retailing and describe their key features.
Describe the effect of industry concentration on industrial channels and exemplify this by reference to the distribution of steel.
List the main factors which influence the structure of industrial distribution channels.
Identify the distinguishing characteristics of industrial marketing.
Describe the channels used for fresh produce and the role of Marketing Boards.
Explain the features underlying the growth of processing.
Discuss some key aspects of agricultural production and marketing.
List some salient features of extractive industries.
Define raw materials and the distinction between finite and renewable raw materials.
Define the nature of and role played by the distribution system.
Specify when it is appropriate to use market segmentation.
Determine how to select a segmentation approach.
Describe how to segment a market.
Summarise the basis for segmenting markets and describe various approaches in some detail, including:• geodemographic segmentation;• preference segmentation;• benefit segmentation;• social
Outline the benefits of using a segmentation approach.
Distinguish between product differentiation and market segmentation as alternative marketing strategies.
What is meant by 'an interaction approach' to organisational buying behaviour.
Summarise the key features of the best known models of consumer buyer behaviour and their respective strengths and weaknesses.
Describe the concepts of social class, reference groups, personal influence and life style and show how they can be used to help sellers devise effective marketing strategies.
Explain the essential differences between the CAC and expectancy-value models of attitude and the nature of hierarchy of effects models of decision making.
Understand why personality is only one of several major influences on consumer decision making.
Distinguish the salient characteristics and differences between the stimulus-response and cognitive explanations of learning.
Describe the phenomenon of perception and clarify its role in determining how individuals interpret the world around them.
Explain and justify a simple, generalised model of the buying decision process.
Define the various categories of industrial and consumer goods and the distinguishing characteristics of services.
Discuss the origins and importance of branding.
Explain the nature and relevance of Maslow's Hierarchy of Needs.
Define supply and explain the concept of diminishing returns.
Define a product and list its characteristics.

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