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Certified Travel Associate (CTA) Exam > Marketing and Promoting Your Business > Flashcards

Marketing and Promoting Your Business Flashcards

1
Q

Affinity group

A

A group of people who share a common hobby, interest, or activity, or who are united through regular participation in shared outings.

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2
Q

AIDA model

A

An advertising model that identifies the stages that an individual goes through during the process of purchasing a product; it stands for Attention, Interest, Desire, Action.

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3
Q

Blog

A

A website or web page that contains comments, opinions, and observations—often written in a conversational, chronological format—by an individual or small group.

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4
Q

Brand

A

A name, symbol, or design that identifies and differentiates a product from other products, is the face your agency presents to the world and is the sum total of who you are and how you connect to your target market.

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4
Q

Business development manager (BDM)

A

A person who represents a business entity and who works to promote it by informing others about its products and services; a point of contact for a business entity.

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5
Q

Cost per thousand (CPM)

A

The price of 1,000 advertisement impressions on one web page. (also referred to as cost per mile)

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6
Q

Customer relationship management (CRM)

A

Software that allows agents to create and maintain an extensive database covering special interests and travel patterns.

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7
Q

Co-op funds

A

Money provided by a supplier, vendor, or other travel partner to share in advertising and other promotional activities.

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8
Q

Demographics

A

Measurable characteristics—such as age, gender, marital status, income, education, race or ethnicity, religion, household size, and employment or occupation—used to group people with similar characteristics together.

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9
Q

Destination management organization (DMO)

A

A local organization specializing in managing and promoting its destination.

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10
Q

Elevator speech

A

A short and persuasive description of your product and service that is used to market yourself in a short time (30 to 60 seconds).

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11
Q

Familiarization (FAM) trip

A

A trip offered to travel professionals at a reduced rate so they can inspect and experience hotels, resorts, restaurants, and destinations and can sample area attractions and services.

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12
Q

Familiarization (FAM) trip

A

A trip offered to travel professionals at a reduced rate so they can inspect and experience hotels, resorts, restaurants, and destinations and can sample area attractions and services.

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13
Q

FIT

A

Foreign independent tour - A tour for which the travel professional books all elements and designs a unique and individualized itinerary selected to meet the specific requests and needs of the individual traveler.

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14
Q

Focus group

A

A small group of customers gathered together with a trained moderator to discuss a particular topic, product, or issue.

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15
Q

Four Ps of marketing

A

The four characteristics of a business—Product, Promotion, Place, and Price—that make up the marketing mix.

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16
Q

Keyword domain name

A

Wording made up of two or more keywords that web surfers use to find information in a search engine.

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17
Q

Logo

A

A unique symbol, image, or wording that defines your brand and aligns with you and your special interest products.

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18
Q

Marketing

A

A series of decisions and actions taken by a seller to create a match between consumers’ preferences and a product.

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19
Q

Marketing mix

A

A combination of the seven Ps of marketing—employed while keeping the customer at the center—that provides you with the most effective marketing plan.

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20
Q

Marketing plan

A

A document that defines your market, outlines your strategies, sets your goals and establishes a framework for assessing the success of your efforts.

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21
Q

Marketing process

A

The method used to examine the marketplace, deeply understand a target market, devise and execute a marketing plan and gather information to help analyze the effectiveness of marketing

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22
Q

Media planning

A

The process of matching your message with the medium that has the largest reach of people you have targeted.

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23
Q

Newsletter

A

A written publication containing news or other information about an individual or organization that is sent on a regular basis to members of the organization or other interested persons.

24
Q

News release (formerly called press release)

A

A formal printed announcement by a company about its activities that is written in the form of a news article and given to the news media.

25
Q

Niche

A

A highly specialized segment of the travel market, defined by the common characteristics that a group of potential travelers shares, such as an affinity group with a unique special interest.

26
Q

Pay per click (PPC)

A

A model of internet marketing in which advertisers pay a fee each time one of their ads is clicked.

27
Q

People

A

The individuals and relationships—your internal resources—that help you deliver your brand and product.

28
Q

Physical evidence

A

Clients’ experiences, feedback, quotes, endorsements, and so on to use in promotions through all marketing platforms.

29
Q

Pied Piper

A

Group leader who is well respected and liked in a particular industry or area of interest and who will attract fellow travelers just by having his or her name connected with an activity.

30
Q

Place

A

Where you will sell your product.

31
Q

Price

A

How much you will charge for what you are selling.

32
Q

Process

A

A system that helps ensure the efficient delivery of your service and product.

33
Q

Product

A

What you intend to sell.

34
Q

Product mix

A

The products or destinations your agency will focus on, along with their benefits.

35
Q

Promotion

A

How you will sell your product.

36
Q

Psychographics

A

Characteristics—such as values, attitudes, interests, behaviors, and lifestyle—used to group people with similar characteristics together.

37
Q

Public relations

A

A core promotion strategy that primarily involves sending news releases to newspapers, magazines, and radio stations.

38
Q

Publicity

A

Messages issued on behalf of a product or business.

39
Q

Relationship marketing

A

A type of marketing that focuses less on selling and more on fostering loyalty and developing long-term, meaningful relationships with current prospective clients.

40
Q

Search engine

A

Program that indexes documents and then attempts to match any documents relevant to the user’s search requests.

41
Q

Search engine optimization (SEO)

A

A method of increasing the number of visitors to a website in which the search engine lists search results by relevance to the keyword search; web surfers tend to use links located near the top of the list.

42
Q

Search engine results page (SERP)

A

A page displayed by search engines responding to a user’s query.

43
Q

Seven Ps of marketing

A

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

44
Q

Social media

A

Electronic communication, websites, and applications used to share information and develop professional and personal connections; online communication in the form of social communities, online chat groups, digests, bulletin boards, forums, chat rooms, and so on.

45
Q

Social media influencer

A

A user of social media who has established credibility or a reputation because of knowledge and expertise on a particular topic; a person who may have the power to affect buying decisions based on knowledge and expertise.

46
Q

Social proof

A

The idea that, because so many people behave or feel a certain way, it must be the correct behavior or feeling; therefore, comments, testimonials, and reviews affect the buying behavior of consumers—both positively and negatively.

47
Q

Survey

A

A list of questions intended to gather important information from current and prospective clients.

48
Q

Target market

A

The group of potential clients who will be the focus of a company’s marketing efforts.

49
Q

Travel night

A

An event hosted to bring a target market together for a presentation on a specific destination, product, or service.

50
Q

Tourism board

A

The official organization that promotes a city, country, or region and encourages visitors through its efforts.

51
Q

Unique value proposition (UVP)

A

Your unique qualities, certifications, knowledge, and experience that are the reasons clients should award their business to you; it establishes your brand.

52
Q

Uniform resource locator (URL)

A

A web address that uniquely identifies a resource on the internet.

53
Q

Value

A

The relationship between the price your clients pay and the benefits they receive; it reflects the client’s perception of the degree to which the benefits exceed the costs.

54
Q

Viral marketing

A

Network-enhanced word of mouth that is a strategy many webpreneurs use to drive traffic to their website.

55
Q

Vlog

A

Video blog

56
Q

Webpreneur

A

An entrepreneur whose business relates to the internet or Web.

57
Q

Website

A

A page or group of pages on the internet maintained by an individual or organization; web pages that share one domain name to represent an individual or organization online.

Certified Travel Associate (CTA) Exam (15 decks)

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