Questions and Answers of Marketing In Travel And Tourism

List the determinants of demand and distinguish between potential, latent and effective demand.
Distinguish between needs and wants.
Define and describe a demand schedule and a demand curve.
Define the terms supply and demand.
Clarify the concept of industrial concentration.
Identify the causes of structural change.
Describe the changes that have taken place in twentieth-century industrial structure.
Define the terms primary, secondary and tertiary.
Explain what is meant by an 'industry'.
Is there an overall theory of marketing?
What are the origins of marketing theory?
Is marketing a science or an art?
How has the marketing concept evolved?
What is marketing?
Describe the principal legislation currently in force which affects the sale of goods and services. (C.A.M.)
You have just become promotions manager of a national charity concerned with disabled children. Up to now the charity's fund-raising has been very low-key, involving a discreet level of promotion on
How are marketing principles and techniques applied to non-profit-making activities in the public sector? Give examples. (I.M.)
As marketing manager of a major food manufacturer, you propose to give a talk to your department on the growth of the consumerist movement in the United Kingdom. Write notes for your talk, outlining
Does the growing power of consumer groups mean that marketers have failed in their aim of meeting consumer needs? (I.M.)
Waste - in excess production of undesirable goods, in unnecessary packaging, in squandering precious resources - is an inevitable outcome of marketing freedom. Discuss, suggesting constraints and
Describe the factors leading to the growth of consumerism in the 1960s and 1970s and consider how adequately the present UK consumerist structure and philosophy meets the demands that arise from
What do you understand by the term 'social marketing'? What is the relationship between social marketing and consumerism?
Consumerism is a phenomenon of the post-war years, and is a fact of life for many companies. How is it likely to affect the work of:(a) the marketing department(b) the production department of a
Consumer sovereignty is the myth of the contemporary market-place.Discuss the role of this concept in the development of a realistic consumerist philosophy. (U.S.)
Has consumerism become a casualty to inflation? (I.M.)
Consumerism has arisen because management has been guilty of one-way communication with the buyer; it is not listening to what is being said in reply. Discuss. (U.S.)
Advertising is often used to add subjective value to products (e.g. cosmetics, soft drinks). This practice is widely regarded as socially undesirable.Discuss this proposition. (U.S.)
A major problem in the development of a consumer-oriented economy is defining the relative roles of government and business in ensuring consumer satisfaction. Evaluate the response of business to the
A recent government publication described the main trends in the United Kingdom during the last decade. Identify these trends and comment on those of particular significance in marketing. (I.M.)
It has been argued that a continued expansion of output will create intolerable ecological problems. Do market-oriented firms therefore perform a social disservice by encouraging more purchases? Give
Write a critique of the concept of metamarketing, showing the extent to which you believe marketing ideals can legitimately be extended beyond business products and services. (U.S.)
'As the general rate of change in society accelerates, the economics of permanence are being replaced by the economics of impermanence' (Toffler). Is there any evidence to suggest that the above
Describe how either a national clearing bank or large firm of management consultants could benefit from an awareness of service marketing theory.
Evaluate the usefulness of having a different approach to marketing personal services from that used in marketing manufactured goods.
'Deregulation and increased competition is changing the marketing environment of financial services.' Discuss this contention.
How, and why, does the need to manage demand affect the marketing of services? Illustrate your answer as extensively as possible.
'The internal marketing concept is the key to service marketing' (Gronroos 1981). Evaluate this concept and choose a service which might especially benefit from this approach, and indicate why.
'Could marketing itself be 'myopic' in having failed to create relevant paradigms for the service sector?' (Shostack, 1977). Discuss this contention.
Describe and evaluate the marketing channels and delivery systems used by ONE of the following organisations:(a) A trans-Atlantic charter airline business.(b) An international firm of chartered
'Managing supply and demand is the key task of the service manager'(Sasser 1976). Discuss this statement, and explain ways in which a marketing specialist could help service managers achieve this
Evaluate the use of information technology (IT) in improving the service provision in ONE of the following services:(a) A major high street retailer of up-market clothing and interior design.(b) A
Describe why marketing activities in service companies are different from those carried out in manufacturing companies.
'In most cases the everyday contact with customers is a more important part of marketing activities than advertising and mass communication'(Gronroos 1984, p.42). Provide a reasoned explanation of
Why are product positioning and differentiation such difficult concepts to operationalising in many service industries?
Describe and evaluate the marketing techniques used to match supply and demand in one of the following:(a) the package holiday industry;(b) fast food restaurants.
In many industrialised and developing nations the number of households is rising much more rapidly than the corresponding increase in the population.Explain why this is happening. What are the
In what ways could the more widespread application of marketing techniques aid a country's economy? (I.M.)
How are the less developed countries assisted by the industrialised nations in pursuing economic development? (I.M.)
What preconditions besides economic growth would you consider essential for the development of large-scale retailing? Provide illustrations of lack of development attributable to their absence. (U.S.)
There continues to be emphasis on growth as the central corporate aim of most business organisations. Discuss the reasons for the importance of the growth concept, and consider the alternative of
Discuss the importance to a company of adequately defining what business it is in. (I.M.)
For what reasons might you require a marketing audit to be carried out and what types of information would you expect to achieve from it? (I.M.)
What arguments might you use to persuade a business organisation of the need to develop strategic marketing plans? (U.S.)
Marketing planning begins with an analysis of a variety of factors including an internal audit of the firm's capabilities. What are the major factors to take into -account in such an internal audit?
'Every major business enterprise requires a clear long-term marketing strategy in order to enable it to fulfil its obligations to its employees, shareholders and society.' Discuss. (U.S.)
'Every major industry was once a growth industry' (Theodore Levitt).Discuss. (U.S.)
Explain the purpose and application of any six of the commonly used financial ratios relating to the operation of a business. (I.M.)
What is the function of a Marketing Plan and how does it relate to the Corporate Long-Range Plan of an organisation? (I.M.)
Leading businessmen have been quoted as relying to a large extent on the regular submission and analysis of financial ratios from the trading companies under their control. Why do you think they
Assess the impact on marketing tactics and strategies of changes in roles within the family during the last 20 years. (I.M.)
Describe how a marketing audit might be conducted in a firm, and evaluate the contribution of such auditing to overall marketing control. (U.S.)
While the marketing planner is the central figure in drawing up the annual product plan, other departments in the company will make important contributions to the final plan. Discuss. (U.S.)
What would be the main headings in an annual marketing plan? Select one of these headings and show the detail with which it would be concerned, explaining how the content of your detailed section of
'Management's sens1t1v1ty to strategy should be proportionate to the instability of the environment of the firm.' Explain this statement and emphasise in your answer the major characteristics of
Discuss the organisational implications of a company progressing from being sales oriented to being marketing oriented. (I.M.)
How does a production/sales based business organisation differ from a marketing-based one? (I.M.)
Companies differ greatly in the organisation of their marketing functions.Discuss these differences and explain the reasons for them. (U.S.)
It should be possible to assess the extent of a company's commitment to marketing by looking at its organisation chart. Discuss. (I.M.)
In what ways would the Marketing Manager of a large company be able to do a more effective job, if he were appointed to the Board as Marketing Director? How would his responsibilities change? (I.M.)
Write a job description for a product manager in either:(a) a typical company making products for industry(b) a typical consumer goods company. (I.M.)
Indicate the types of conflict which might arise in a firm employing sales, marketing and product managers and the ways in which these might be organisationally resolved. (I.M.)
The marketing function is so central to the company's continued success that it requires to be carefully controlled by those in charge of the company.Outline a comprehensive system of such controls
The system of organising marketing divisions around the job of the brand manager, or product manager, has recently been widely criticised. What criticisms of this system would you expect to be valid
Discuss the proposition that the position of the marketing department in the total organisation is particularly difficult because of the types of conflicts which tend to occur between the logic of
Using published data, e.g. annual reports, articles in the trade press, etc., and/or personal knowledge/experience, summarise ·the corporate resources of a major manufacturing company. Based on your
What distinguishes the marketing oriented firm from those which have not adopted the marketing concept?
How does the concept of market management differ from product management? When is the former organisational structure to be preferred?
What is the 'product manager concept'? Name five firms which have adopted this concept. (See the classified ads for clues!)
Distinguish the salient differences between the functional and product forms of organisational structure. Under what circumstances is each to be preferred?
Write a job description for a salesman in a company manufacturing electronic components. (I.M.)
What factors should be taken into account when designing sales territories?(I.M.)
How would you decide to divide available resources between direct sales representatives and other promotional activities? (I.M.)
What are the most important things a salesman can do to improve his sales performance? How can management help him to do these things? (I.M.)
Outline the value of a retail audit operation in helping to control the efficiency of a sales force. (U.S.)
What are the main factors which sales managers should bear in mind when evaluating the performance of their sales forces? Give your views on the extent to which remuneration of salesmen should be
To what extent are psychological tests of value in the selection of salesmen?(I.M.)
Show how a knowledge of interaction and influence processes in personal selling can contribute to an enhancement of sales-force productivity. (U.S.)
What do you think is the ideal way in which to recruit and select salesmen?(I.M.)
How should a sales manager determine the size of his sales force? (I.M.)
'There is something of the salesman in every good buyer. However, very few salesmen would ever make good buyers.' Discuss this view. (U.S.)
Critically examine the alternative methods of compensating salesmen.(U.S.)
What is systems selling? What advantages does it have over the traditional product specialisation approach?
Account for the recent emphasis given to merchandising.
Compare and contrast the various methods of sale~man compensation discussed in the text. Which would you select in each of the following situations? Why?(a) Sale of capital equipment.(b) Sale of
Distinguish the essential differences between trade, missionary, technical and new-business selling. What 'type' of salesman do you consider to be best suited to each?
Direct selling is the most expensive method of establishing contact with the potential customer. Under what circumstances is this expense justified?
Account for the boom in sports sponsorship in the last ten years. (I.M.)
Name the four major components of the promotional mix. What function does each perform and how does the marketing manager determine the amount of money to be allocated to each element in order to
Define sales promotion and give FOUR examples of the kind of marketing objective that can be achieved by the use of sales promotion. Say which techniques you would use to achieve the objective in
There are a wide variety of types of sales promotions - coupons, competitions, price-off etc. - from which a brand manager may choose in writing his annual product promotional plans. What factors

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