Essay Questions

Question 1

What are the Seven Ps of Marketing?

Answer 1

The seven characteristics of a business—Product, Promotion, Place, Price, People, Process, and Physical evidence—that make up the marketing mix.

Question 2

What are the 5 steps in the marketing process?

Answer 2

1. Research and understand your target market and its needs and wants.
2. Develop your niche and design a brand.
3. Design a marketing plan/strategy that is based on value.
4. Build client trust and relationships.
5. Gather and review client feedback.

Question 3

What is the differences between demographics and psychographics?

Answer 3

Demographics are measurable characteristics - age, gender, income, education
Psychographics are characteristics such as values, attitudes, interests

Question 4

Create a sample client profile questionnaire or survey with 10 questions you could include that would help you gather important information to identify your target market.

Question 5

What are the five benefits of branding?

Answer 5

1. It builds recognition.
2. It builds uniqueness.
3. It sets client expectations and creates trust.
4. It helps generate new business.
5. It helps you focus your marketing effort.

Question 6

Identify 3 different ways to get your brand in the market.

Answer 6

1. Establish a social media presence.
2. Get testimonial from clients and vendors
3. Join community groups

Question 7

What is the difference between allocentric and psychocentric travelers?
What are destinations each would enjoy?

Answer 7

Allocentrics are more adventurous and outgoing travelers. They prefer adventure and excitement. They like places off the beaten path and destinations like the pacific islands, Africa, the Middle East and India.
Psychocentrics prefer familiarity and comfort, along with reliable and familiar destinations like Theme Parks, Florida, places close to home, London, New York and Paris.

Question 8

What are the various methods to determine what motivates your customers to travel according to their general characteristics, needs, and preferences?

Question 9

Name 5 of ASTAs ethical standards and put them into practice.

Answer 9

Accuracy, Disclosure, Responsiveness, Refunds, Confidentiality

Question 10

Describe in detail 3 tactics, include specific examples, to help you add insurance to your client’s trip.

Answer 10

1. Suggest insurance with every vacation I plan
2. Calculate the cost based on the total trip cost and present that as part of the final proposal
3. Stress the value of travel protection and cite possible scenarios where it would be needed

Question 11

What does the phrase “moments of truth” mean?
Describe a recent positive customer service experience, your own moment of truth, in which you were either the salesperson or the customer.

Answer 11

Moments of truth are brief opportunities that occur during a customer encounter when you have a chance to leave a lasting impression with that customer.

Question 12

What are the 8 steps of the sales cycle?

Answer 12

1. Identify Customers
2. Build Trust
3. Identify Needs
4. Select Product
5. Recommend Product
6. Overcome Obstacles
7. Close the Sale and Recap
8. Follow Up

Question 13

What are SMART goals and how can you apply them to a marketing campaign?

Answer 13

1. Specific
2. Measurable
3. Actionable
4. Reasonable
5. Time

Question 14

List five promotion activities that you will use to attract travelers to your specialty travel business, and briefly describe how you plan to implement each method.

Answer 14

1. Social Media
2. Chamber of Commerce
3. Local Advertising
4. Networking Event
5. Consortium