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marketing in travel and tourism
Questions and Answers of
Marketing In Travel And Tourism
How is Maslow's 'hierarchy of needs' reflected in the nature of consumer demand?
What utility has reference group theory for the practising marketer?
Which 'personality theory' do you subscribe to? Why?
What factors would you consider most important in forecasting the demand for:Automatic washing machines Classical records Colour television Enzyme detergents Fluoride toothpaste Frozen dinners
Complete the following 'shopping list' of needs and wants: Need Bread Meat Cooking fat Floor cleaner Want P.G. Tips Radion Blue Band Birds Eye Frozen Peas Heat
In an oligopolistic market, why do prices tend to respond slowly to changes in market conditions? (I.M.)
Define and distinguish between price elasticity of demand and income elasticity of demand. (I.M.)
Under what circumstances might a fall in the price of a commodity lead to a decrease in the quantity demanded? (I.M.)
To what extent do you accept the statement that much so-called planned obsolescence is actually the working out of competitive and technological factors, both signifying a dynamic economy? (U.S.)
What relationship is there between oligopoly and the concept of product differentiation? (I.M.)
What does the Government mean when it refers to its 'industrial strategy?Say whether you think the strategy is viable and describe, using examples, the effect it has had on the structure of UK
What are the advantages and disadvantages of industries which are dominated by a few large-scale companies manufacturing similar, but differentiated products? (I.M.)
It is said that oligopolies could not be created except by means of heavy consumer advertising. The advertisers maintain that the security created by this relatively stable situation gives protection
Discuss the ways in which a marketing manager might assess the position of a product in its life cycle.
The 'bottom line' of an internal appraisal of a firm's marketing system is to identify strengths and weaknesses; the environmental appraisal yields opportunities and threats.(a) How are strengths and
Explain the nature and importance of situation analysis as a first stage in marketing strategy.
In Marketing Strategy and Management it is suggested that a major implication of the product life cycle is that a firm should seek to develop more than one product so that as some lines mature and
'Constraints and responsibilities severely limit the freedom of strategic action' (Ansoff, 1965). Discuss this statement in terms of the selection of marketing options open to a company seeking to
Explain how knowledge of either: (a) the Boston Consulting Group Matrix or (b) the product life cycle concept might influence a firm's choice of marketing strategy.
Assess the implications of the product life cycle (PLC) concept for strategic marketing planning.
Discuss the ways in which Portfolio Planning Matrices can be of value to multi-product multi-market firms in formulating marketing strategy.
What are the major headings that you would include in a situation analysis;what are their relevance to future decisions on strategy?
Critically evaluate the use of the Boston Consulting Group Matrix and the Ansoff Matrix in portfolio analysis.
'The product life cycle (PLC) concept is seriously deficient as a management tool, but continues to receive a great deal of management attention.'Why do you think this is, and how far do you consider
How might the study of macromarketing influence the thinking of an industrialist in developing a marketing strategy and a government minister in considering competition policy?
Examine the importance of environmental scanning in the development of an international marketing strategy. In your answer, clearly identify the key components of the environment of concern to the
How does 'going international' affect the environmental perspective of a firm?
The commercial structure of any country develops, some argue, in stages, and is related to the stages of economic development. Describe these stages, and any action that governments can take to
Describe the means at your disposal to evaluate the possible effects of changes in uncontrollable variables on the consumer market-place.
Since the mid-1980s the industrial, political, legal and social environment under which firms and consumers operate has undergone fundamental changes. Identify some of these major changes, and
Given the present Soviet interest in restructuring its economy, do you consider that it is possible for a centrally planned economy to establish a free market place? Discuss with examples drawn from
What is the significance of separating the 'task environment' from the'wider environment' in an environmental appraisal of the firm? Give practical examples to illustrate your main points.
Using an industry of your choice as an example, explain the role of an environmental analysis, and how it might help a firm within the industry.
Do most firms have a choice between adapting to or controlling their environment?
'In each country commerce constitutes a sub-system within the general structure of society' (Beaujeu-Garnier). What factors control the development of this sub-system?
Many companies are still confused about the distinction between marketing and selling. As a newly appointed marketing manager how would you explain to your managing director the differences between
Henry Ford is often quoted as having said 'You can have any colour you like so long as it is black.' Contrast this approach with a modern marketing approach and include in your answer an explanation
Since we cannot observe demand curves, there is little need for the marketing manager to be acquainted with economic concepts. Critically appraise this statement. (I.M.)
Industry in general, and marketing practice in particular, would reap great benefits from the availability of fully developed and reliable marketing theories. Discuss. (U.S.)
What contribution can comparative data on world markets, marketing structures and behaviour, make to the generation of theory in marketing?(U.S.)
How would you counter the view that marketing exists only as a loose collection of techniques practised by specialists? (I.M.)
'The marketing concept is applicable to all business organisations irrespective of their size or the nature of the goods or services marketed.'Give reasons for agreeing, or disagreeing, with this
Marketing: art or science? Discuss.
What is the 'marketing mix'? How useful is the concept to practitioners? In what respects?
What do you understand by the phrase 'accelerating change'? What factors underlie this phenomenon? Will they continue to apply in the future?
Why is it that marketing has only recently become an issue of central concern to producers/sellers of goods and services?
What is the 'marketing concept'? Is it solely applicable to firms selling goods and services, or is it a 'philosophy' which can be usefully adopted by all formal organisations?
Why is there no single, generally accepted definition of marketing? Should there be such a definition? If so, what developments are necessary to permit its statement?
Stevensands Cafe´ In the ‘Kernow Railway micro franchise’, one apparent source of revenue is the Stevensands Cafe´ (June 2005 exam). Working on the figures from the case study this gives sales
A frequent question in the CIM exams is to tailor the communications mix and/or the media mix (advertising media) for a given situation. In December 2004 (‘Danum Chocolates ), 1b: ‘How can the
Write a question plan for the following exam question: ‘Prepare a media plan for the launch period of Kernow Railways within its immediate geographical area, within a budget of £5000. Justify your
What is the range of communications that a marketer may use in the management of a conference? What are the strengths and weakness of each form of communication?
Consider you are the Marketing Manager for a local evening newspaper and management want to build up the circulation of the newspaper. What information would be useful in this situation? How might
Apply the concepts of the service extension of the marketing mix to an international airline.
Danum Chocolates The December 2004 case study ‘Danum Chocolates’ featured a question on a joint promotion with ‘Fairway Supermarkets’. Outline the marketing communications activities that
Most marketers will not be required to build a pipeline or run a transport fleet. However, most of us become involved with exhibitions from time to time. Many of the problems in exporting and export
What price a cup of coffee?
Earlier in this chapter, we considered physical products. However, similar considerations apply to service situations. Selectively, using the concepts outlined in this unit, analyse the conference
Complete a preliminary analysis of ‘Kernow Railways micro franchise’ CIM June 2005 case study.
Complete a preliminary review of ‘Danum Chocolates’ CIM December 2004 case study.
Complete a preliminary analysis of ‘Kernow Railways micro franchise’ CIM June 2005 case study.
Complete a preliminary review of ‘Danum Chocolates’ CIM December 2004 case study.
What is the relationship between strategic marketing planning and overall corporate planning?
Differentiate between corporate goals and operational, or functional, marketing objectives. How are these planning activities related?
A significant proportion of marketing effort is devoted to satisfying the demands of control systems. How would you justify such a claim on a company’s financial and human resources?
Financial implications: Why does the acceptance of a foreign order usually impose a proportionately heavier financial burden on the supplier than a similar home market order? What steps can be taken
Information sources: What limitations or problems are apparent when using International Marketing Research information sources?
International marketing: How can firms increase their involvement in international markets? Discuss the relative merits of the methods you describe.
Ethics: Marketing has been criticised on economic and ethical grounds. Discuss these criticisms, indicating how far you think they are justified.
Use of marketing by non-profit organisations: Marketing is increasingly being used by non-profit organisations like colleges, libraries and political parties. What is the relevance of the marketing
It is often said that poor forecasting leads to large inventories, costly price markdowns, or lost sales due to being out of stock. Evaluate this view using examples to illustrate your points.
Under what circumstances would qualitative research techniques be more appropriate than quantitative research techniques? Give examples.
Exploratory research has a specific role to play in the research process. Examine this role and outline the research techniques that might be used.
Use examples to illustrate how marketing research can aid marketing decision making.
Product management: Do you feel that the product/brand management system only has applicability for fast moving consumer goods, or is there some applicability for industrial products?
Product life cycle: Is the PLC concept more useful for looking at sales of products for an individual company or sales of products for an industry as a whole?
Product classification: Why is it helpful to have a system that classifies products and services into a number of different categories?
New products (a) Why is it necessary for a company to develop new products? (b) How can a company stimulate the generation of new product ideas?
Systems approach – Outline and discuss the four main components of a ‘systems approach’ to OPDM
Service elasticity – Discuss the concept of service ‘elasticity’ and show how this can be applied by management when setting levels of service and how these are priced in the following sectors:
Service provision – Explain, using quantitative and non-quantitative examples, the idea that diminishing returns can sometimes be faced by marketing firms when raising the level of service provided
PDM – Why has the marketing function of physical distribution management (PDM) grown significantly in importance over the past thirty years?
Channel power – How has ‘power’ within retail channels switched from brands to retail chains over the past 40 years?
Distribution – In what circumstances would a company wish to adopt: Intensive distribution? Selective distribution? Exclusive distribution?
Channels – What should an organisation consider when it contemplates changing its channel of distribution?
Retailing – How do you account for the fact that non-shop selling has, in recent years, been one of the fastest growing areas of distribution?
Use specific examples to demonstate the price/quality relationship perception of customers in relation to products and services.
Under what circumstances can ‘Positively High Pricing’ or ‘Prestige’ pricing be used effectively?
How important are non-price factors in the marketing of your organisations products or services? List the factors in order of importance.
What factors should be taken into consideration when pricing new products or services?
Whenever possible, a company should avoid competing on the basis of price, and should compete on the basis of superior value. Discuss the role of price in the price/quality relationship.
Whilst cost considerations form an essential element of the price determination process, a company’s costs have little or no relevance to its customers. Discuss in relation to your organisation’s
Discuss the contention that the CRM concept is more of a step change in marketing philosophy than simply the application of computer database techniques to consumer profiles.
Explain how the development of Internet based technologies has facilitated the adoption and application of the CRM concept.
What are the main component parts of a fully integrated CR M system?
Compare and contrast the concept of internal marketing with the traditional marketing concept.
Explain the historical development of the relationship marketing concept from the end of the Second World War to the present day.
Discuss how the internet is likely to develop as a direct marketing tool over the next ten years.
Outline selling situations where direct personal selling is likely to be more effective than other direct marketing techniques. Fully justify your point of view by reference to specific examples.
Explain the term ‘multi level marketing’ and give the main reasons for its outstanding success as a direct marketing business process over the last 20 years.
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