Questions and Answers of Marketing In Travel And Tourism

In deciding on the promotional mix for a particular range of products, what circumstances would tend to favour special emphasis on:(a) dealer incentives(b) sales force activity(c) sampling. (I.M.)
It is often suggested that the main role of 'below-the-line' expenditures for sales promotion is to encourage the marketer's and dealer's sales people.Give examples of such promotional activities,
Define 'selling-out' and 'selling-in'. Show how a well-designed promotional campaign keeps the two elements in balance. (I.M.)
From some situation in your experience, illustrate the role of 'below-theline'sales promotion as part of the overall promotional campaign. Show how the 'below-the-line' component integrated with and
'Unlike Advertising, there are no accurate national expenditure figures available for Sales Promotion, because many companies are undertaking such promotion without realising that they are doing so.'
'In the end a client gets the advertising he deserves, from an advertising agency.' What does this mean, and do you agree? (C.A.M.)
Following on from the VCR revolution in terms of viewing, what are your opinions on the future of cable television within the UK? What are the likely problems and/or solutions in the following areas:
It is likely that before long the availability of cable and satellite TV will give a television viewer as many as 50 channels from which to select, thus offering to the advertiser a range of
Explain the importance of campaign planning and indicate the elements which you would expect to be included in a campaign plan for the launch of a new toothpaste. (C.A.M.)
Recently the Direct Mail Sales Bureau has been set up to promote the medium to both advertising agencies and advertisers. Explain what you know about the Direct Mail medium and consider situations
'Advertising tends to encourage gross materialism and dissatisfaction.'(Labour Party Green Paper 1972.) Discuss. (U.S.)
Summarise the arguments for and against the proposition that advertising has a beneficial economic effect. (I.M.)
Discuss three methods used in setting an advertising budget for a particular product, discussing their advantages and disadvantages. (U.S.)
Describe the main functions of a full-service advertising agency. Explain how advertising agencies are remunerated. Discuss the viability of alternatives to the advertising agency system. (U.S.)
The economist Alfred Marshall (1922) drew a distinction between'constructive' advertising and 'combative' advertising. Can such a distinction usefully be made? Discuss with examples. (U.S.)
Write a headline and 50--60 words of copy for a quarter page ad for a teenage magazine selling a two-week desert tour of Morocco by minibus.Describe or draw the illustration if you want to use one.
Explain the advantages and disadvantages of exhibitions and trade fairs for the industrial advertiser. (U.S.)
'Personal influence is seven times more effective than magazine or newspaper advertising in the persuasion of women to switch brands of household products' (Katz and Lazarsfeld). How can this factor
What social benefits, if any, do the community derive from creative/display advertising? Explain your opinion with examples. (U.S.)
The Stimulus-Response Theory, as applied to advertising, stresses the importance of frequency and recency of exposure to advertisements by target audiences. Explain why this theory cannot by itself
Repetition is the key to advertising success. Evaluate the values and limitations of a repetitive campaign. (U.S.)
What are the main print media? What are the main electronic media? List each. Take one media group from each category and describe its advantages and limitations. (U.S.)
'It is not possible to make a realistic test of the effectiveness of a (television)commercial in a laboratory situation in advance of real-life exposure' (Alan Hedges). Explain. (U.S.)
Summarise and evaluate any five different methods by which a national advertiser can determine the annual advertising appropriation. (I.M.)
'People in advertising are parasites. They contribute nothing to the real wealth of the community.' These sentences occur in a letter in your local newspaper. Write a reply, putting the case for
State your views on the purpose and value of sales promotion and merchandising schemes, ranging from contests to premium offers, as additions or alternatives to conventional advertising. What effect
'We believe in advertising; it is an essential factor in the economics of modern industry.' Discuss. (I.M.)
Evaluate each of the following statements:(a) Advertising costs the consumer millions of pounds every year. If advertising were eliminated, prices could be reduced and everybody would benefit.(b)
What are the objectives of sales promotion? What type of promotion would you use:(a) When launching a new consumer product?(b) During the growth phase?(c) When the product has reached maturity?
What problems do you associate with the derivation of a measure of advertising effectiveness?
How would you determine the advertising budget for a new household detergent with an expected sales volume of 5 million, a recommended retail price of 0.50, and a gross margin of 25 per cent?
What are the economic arguments for and against advertising? Which do you find more convincing? Why?
Develop an outline campaign plan for either frozen concentrated orange juice or off-peak travel on British Rail, assuming an annual budget of£500000.
Discuss the merits of the cinema as an advertising medium.
Analyse the following publications, using the 'check-list' described in the text: Punch, T.V. Times, Vogue, Financial Times, Woman.
Your company is considering changing its advertising agency. How would you undertake the selection of a replacement?
Distinguish between personal and non-personal communications and outline the marketing communications functions that each can perform.(I.M.)
Discuss the contribution of models of the hierarchy of effects to the development of advertising theory. (I.M.)
Identify the main elements in a marketing communication system and say what factors are likely to limit the effectiveness of the communication.(I.M.)
Do we really know how advertising works? What theories have been advanced that might help you to explain matters to a person who asks such a question? (I.M.)
With regard to the source of a communication, what factors can provoke attitude change in the recipient? What alternatives to attitude change are open to the recipient? (I.M.)
How might the characteristics of the 'message' itself affect the success or failure of an advertisement? Discuss with specific examples. (U.S.)
Sandage and Fryburger's 'model' of how advertising is thought to work is based on four stages: exposure/perception/integration/action. Describe what takes place at the integration stage. (U.S.)
It has been suggested that the major thrust of consumer protection activities should be concentrated on the provision of information. Can this be justified? (U.S.)
Identify and discuss some of the factors that should increase the trend towards vertical marketing systems. (S.B.E.C.)
By what criteria would you judge the efficiency of a particular channel of distribution? (I.M.)
Why is the decision about the type of channel system to be used by a manufacturer often critical to marketing success? (S.B.E.C.)
Discuss the major considerations in designing a channel system. (S.B.E.C.)
What do you understand by the total distribution cost concept? Outline the scope of the constituent centres involved and relate the importance of an understanding of the concept to the marketing
What problems are inherent in producing a definition of the term 'channel of distribution'? (U.S.)
Argue the case for managing the physical distribution of a company's products as an aspect of its marketing strategy. (I.M.)
Fundamentally the (marketing) channel decision requires resolution of the often conflicting forces of cost and control. Discuss. (U.S.)
Describe the variables which affect the choice of distribution channels by a manufacturing firm. (U.S.)
What are the possible sources of innovation in distribution, describing some you are familiar with, and comment on the process of adoption or of rejection. (U.S.)
Describe the variables which affect the design of distribution channels and comment on their relative importance. (U.S.)
How can a manufacturer evaluate the following choices in the construction of a marketing/distribution system:(a) Own retail sales force and direct delivery with own transport system.(b) Own retail
Evaluate the possible effect of mail order, automatic vending and door-todoor selling on retail distribution in the coming decade.
Selection of a distribution policy invariably demands a compromise between cost and control. Discuss.
Discuss the impact of vertical integration on the structure of traditional distribution channels.
Which distribution policy do you consider most appropriate to the sale of the following products:Car accessories Car tyres Ethical pharmaceuticals Household cleaning materials Luxury cosmetics
Rank the 'essential distributive functions' cited in the text in order of importance for each of the following:(a) Steel stockholder(b) Primary commodity wholesaler- (i) perishable goods.(c)
Write notes on FOUR of the following: (i) mark-up pricing, (ii) target pricing, (iii) price discrimination, (iv) loss-leaders, (v) prestige pricing.(I.M.)
Tooth-i-Pegs Ltd make and sell 100000 toothbrushes per month at 40p each. The total unit cost is 38p and fixed costs amount to 10 000 per month.Market research has revealed that there would be an
How do contribution analysis and break-even analysis relate to each other?What use is made of them in marketing? (I.M.)
A surprisingly large number of companies relegate price policy to a secondary role in the planning of their marketing strategy. What factors might cause a company to act in this way? (U.S.)
Consider the differences of emphasis placed upon 'price' by economists and marketers. Does the decision of Tesco to drop trading stamps and to use price cuts as an alternative marketing tool indicate
In How British Industry Prices, the authors found that 63 per cent of the firms investigated used the absorption (full) costing approach to establish the cost and selling prices of their products.(a)
Under the existing Price Code, what freedom does the marketer retain to manipulate prices to optimise long-term net profit? (I.M.)
What have recent studies revealed about the effect of price differentials on consumers perceptions of product quality? (I.M.)
Explain and comment on the view that optimal price is that price which best serves the central aims of the business. (U.S.)
Describe the uses of break-even analysis as a tool of effective marketing management. (I.M.)
Explain the statement that optimal pricing policies should be based upon a combination of contribution analysis techniques and a marketing-oriented view of customers. (U.S.)
Describe three ways in which product pricing policy can be used as a means of creative marketing. (I.M.)
What relevance have the concepts of the product life cycle and market segmentation for pricing policy?
Discuss the importance of price as an 'indicator of quality'.
Under what circumstances would you recommend (a) a 'skimming'approach, (h) a 'penetration' policy? Identify a current example of each and document the reasons which you believe prompted its selection.
Discuss the advantages/disadvantages of each of the price 'formulas'discussed in the text.
Summarise the major factors that should be taken into account in developing a price policy.
How valid do you consider the reasons offered to explain the relatively low rating of the importance of price policy in the Udell study? Why? What alternative explanations can you think of?
Write an essay on the social psychology of colour in packaging and sales promotion. (I.M.)
Packaging plays a major part in the promotion of branded products.Discuss this contribution in the light of growing dissatisfaction from conservationists and consumerist interests throughout the
Account for the increased importance of packaging as an element in the marketing mix of a typical fast-moving consumer good in recent years.(U.S.)
What contribution can motivation research make to the packaging decision? Quote specific examples to illustrate your answer.
Select any three well-known consumer products and analyse packaging's contribution to their marketing.
Summarise: the consumer's requirements of a satisfactory pack; the retailer's requirements.
A well-known book on packaging is entitled The Silent Salesman. Discuss.
What considerations would you take into account in selecting the basic packaging material, e.g. tinplate, glass, etc., for the following items(stipulate the material to be used and the reasons for
Critically appraise the usefulness of the product life cycle concept to marketing management. (I.M.)
Identify and evaluate the strategies a company could adopt to extend the life cycle of a product. (S.B.E.C.)
How can diffusion theory be used to improve the chances of a successful new product launch? (U.S.)
New product development may be just as important for non profit organisations as it is for business organisations. Discuss. (S.B.E.C.)
The rate at which new products are introduced into the marketplace has increased greatly in the last decade. This has been attributed to:(a) evidence of economic progress, OR (b) an increase in
Examine the limitations of test marketing exercises as a guide to full-scale product launch. (U.S.)
Discuss the benefits that accrue to a company in setting up a system of regular, detailed product marketing plans. (U.S.)
Comment on the value of a systematic approach to new product development.Can such development be planned? (U.S.)
Outline the major 'steps' in the new product evolutionary cycle, and assess the extent to which these are amenable to systematic organisation, management and control. (U.S.)
What scope is there, in your view, for the successful introduction of strict management control and evaluation procedures in the area of product planning and new product development? (U.S.)
Explain the significance and implications of the timing of a new product launch. (I.M.)
Define 'product policy'. What is the role in product strategy of the product life-cycle? Under what circumstances would it be advisable to try to arrest a declining sales curve? Discuss the
Is it possible to reconcile grocery manufacturing companies' continuous introduction of new products with a supermarket policy of variety reduction? (I.M.)

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