micro summative

Question 1

What is the primary focus of marketing in tourism?

Answer 1

Answer: E. Consumer orientation

Explanation: The primary focus of marketing in tourism is to meet consumer needs and wants by offering products and services that enhance their travel experience.

Question 2

Which segmentation criterion focuses on lifestyle and personality traits?

Answer 2

Answer: Y. Psychographic segmentation

Explanation: Psychographic segmentation divides consumers based on lifestyle, personality, values, and interests.

Question 3

What does “positioning” refer to in tourism marketing?

Answer 3

Answer: N. Selecting target markets and developing suitable marketing strategies
Explanation: Positioning is about creating a specific image for a tourism product in the minds of target consumers to make it stand out from competitors.

Question 4

Which characteristic makes tourism services difficult to manage compared to physical goods?

Answer 4

Answer: C. Difficulty in storing services
Explanation: Tourism services cannot be stored like physical goods; they are perishable and must be consumed when produced.

Question 5

During which stage of the product life cycle do sales peak?

Answer 5

Answer: L. Maturity
Explanation: Sales typically peak during the maturity stage when the product has reached widespread acceptance and market saturation.

Question 6

What is an essential component for effective tourism marketing?

Answer 6

Answer: F. Market research
Explanation: Effective tourism marketing requires in-depth market research to understand consumer preferences and trends.

Question 7

What type of data provides insights specific to a particular product or service being marketed?

Answer 7

Answer: U. Primary data
Explanation: Primary data is collected directly from the source and provides specific insights about the product or service.

Question 8

What happens during the decline stage of the product life cycle?

Answer 8

Answer: O. Decreased sales and fewer competitors
Explanation: During the decline stage, sales decrease due to market saturation or newer alternatives, and fewer competitors remain.

Question 9

Which market segment criterion is most used due to ease of data collection?

Answer 9

Answer: P. Geographic segmentation
Explanation: Geographic segmentation is commonly used because data on consumers’ location is easy to gather.

Question 10

In tourism, which orientation focuses on consumer needs and wants?

Answer 10

Answer: BB. Consumer orientation
Explanation: This orientation focuses on creating products and services that meet the needs and wants of the consumers.

Question 11

What is a major challenge unique to tourism marketing?

Answer 11

Answer: H. Perishability
Explanation: Tourism products are perishable; they cannot be stored or resold after the service has been provided, creating unique marketing challenges.

Question 12

The concept that suggests a product goes through various stages from inception to decline is known as:

Answer 12

Answer: D. Product life cycle
Explanation: The product life cycle refers to the stages a product goes through, including introduction, growth, maturity, and decline.

Question 13

Which strategy emphasizes understanding customer preferences and tailoring offerings accordingly?

Answer 13

Answer: E. Consumer orientation
Explanation: Consumer orientation focuses on aligning products and services with customer preferences and needs.

Question 14

The process that involves analyzing market segments to identify potential target markets includes:

Answer 14

Answer: R. Segmentation
Explanation: Segmentation is the process of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers based on some type of shared characteristics.

Question 15

What role do travel intermediaries play in tourism marketing?

Answer 15

Answer: M. They help bridge gaps between producers and consumers
Explanation: Travel intermediaries, such as travel agents or online platforms, connect consumers with tourism service providers.

Question 16

What does market segmentation in tourism aim to achieve?

Answer 16

Answer: K. Group tourists with similar needs
Explanation: Market segmentation groups tourists with similar needs and characteristics to tailor marketing efforts and improve service delivery.

Question 17

In which stage do companies try to maintain their market share through competitive pricing strategies?

Answer 17

Answer: L. Maturity
Explanation: During the maturity stage, companies use competitive pricing strategies to maintain their market share and fend off competition.

Question 18

Which aspect of tourism marketing involves understanding why people travel?

Answer 18

Answer: X. Maximizing tourist satisfaction
Explanation: Understanding why people travel helps to create a more satisfying and tailored tourism experience.

Question 19

The method used to analyze potential strategies for achieving desired goals includes:

Answer 19

Answer: B. SWOT analysis
Explanation: A SWOT analysis is used to assess a company’s strengths, weaknesses, opportunities, and threats to determine strategies for goal achievement.

Question 20

Which type of analysis helps determine the best financial strategy for reaching goals in marketing?

Answer 20

Answer: Q. Cost-benefit analysis
Explanation: A cost-benefit analysis helps evaluate the financial feasibility of different strategies to reach marketing goals.

Question 21

The grouping together of people with similar needs for better service delivery is called:

Answer 21

Answer: R. Segmentation
Explanation: Market segmentation groups people with similar needs to better tailor marketing efforts and improve service delivery.

Question 22

What is the main goal during the introduction stage of a new tourism product or service?

Answer 22

Answer: W. Introduction phase
Explanation: During the introduction phase, the main goal is to create awareness and stimulate interest in the new product or service.

Question 23

Which type of data collection method tends to provide more specific insights related to a particular product or service being marketed?

Answer 23

Answer: U. Primary data
Explanation: Primary data collection methods, such as surveys or interviews, provide specific insights related to the product or service.

Question 24

In which stage does a product typically experience rapid sales growth after initial acceptance by consumers?

Answer 24

Answer: V. Growth
Explanation: In the growth stage, products experience rapid sales growth as they gain acceptance and demand increases.

Question 25

Which factor significantly influences consumer choices due to its elasticity?

Answer 25

Answer: T. Demand that changes significantly with price variations
Explanation: Elastic demand refers to how consumer choices are influenced by price changes, with demand fluctuating based on price.

Question 26

Which characteristic indicates that tourism products cannot be stored for future sale?

Answer 26

Answer: H. Perishability
Explanation: Tourism products are perishable because they cannot be stored for future sale once the service is delivered.

Question 27

The phase where promotional expenses are high due to new product introduction is known as:

Answer 27

Answer: W. Introduction phase
Explanation: In the introduction phase, promotional expenses are high to build awareness and interest in the new product or service.

Question 28

What does the term “elastic demand” refer to in tourism?

Answer 28

Answer: T. Demand that changes significantly with price variations
Explanation: Elastic demand in tourism refers to the degree to which changes in price influence consumer purchasing decisions.

Question 29

Which characteristic makes travel intermediaries essential in tourism marketing?

Answer 29

Answer: L. Bridging gaps between producers and consumers
Explanation: Travel intermediaries are essential because they connect producers (tourism businesses) with consumers, facilitating the booking and sale of tourism products.

Question 30

Which characteristic does NOT typically influence consumer choices in tourism marketing?

Answer 30

Answer: J. Product storage
Explanation: Product storage does not typically influence consumer choices in tourism marketing, as tourism services cannot be stored.