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Certified Travel Associate (CTA) > Selling Special Interest Travel > Flashcards

Selling Special Interest Travel Flashcards

1
Q

A concise overview of why you are in the business of selling your particular special interest niche is known as a

A. Marketing Strategy
B. Competitive Analysis
C. Mission Statement
D. Goal

A

C. Mission Statement

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2
Q

The growth of special interest travel is limited to Baby Boomers, and Generations X and Y. True or False

A

False

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3
Q

Selling to niche markets is more labor-intensive than selling mass-market products. True or False

A

True

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4
Q

Your chosen specialty should be consistent with your own interests and that of your overall business plan. True or False

A

True

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5
Q

Promoting special interest travel includes each of the following EXCEPT:

A. Image and Logo
B. Negotiating
C. Advertising
D. The internet and E-marketing

A

B. Negotiating

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6
Q

If you’re purchasing print or online advertising for your specialty rather than the full-service nature of your business, it’s not necessary to find out which publications or websites your potential buyers read. Ture or False

A

False

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7
Q

Which of the following travel experiences is not considered a special interest market?

A. Culinary Tours
B. Yoga Retreats
C. Adventure Tours
D, All-inclusive Tours

A

D. All-inclusive Resorts

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8
Q

The channels through which you’ve chosen to distribute your special interest travel product describe which aspect of your marketing strategy?

A. Product
B. Place
C. Promotion
D. Price

A

B. Place

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9
Q

A marketing plan for a special interest travel business should include a description of the target audience. True or False

A

True

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10
Q

Which of the following demographic groups demonstrates a growing trend toward luxury and several trips each year?

A. Affluents
B. Millennials
C. Senior Citizens
D. Baby Boomers

A

B. Millennials

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11
Q

Pursuing specialized ______ — often with a unique product not easily found on the Internet or elsewhere — offers perhaps the greatest profit potential and client retention for today’s travel agent.

A

markets

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12
Q

Special interest travel and ______ can be defined by the common characteristics that a group of potential travelers shares.

A

niches

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13
Q

In _____, agents communicate with customers directly about their travel needs.

A

one-on-one marketing

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14
Q

_______ is becoming an increasingly important niche for travelers who want to give back to others and the worldwide community.

A

Volunteer tourism

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15
Q

The _______ is an important document because it defines your market, outlines your strategies, sets your goals, and establishes a framework for assessing the success of your efforts.

A

marketing plan

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16
Q

Name the 7 parts of a marketing plan.

A 
Mission Statement
Rationale
Target Audience
Competitive Analysis
Goals and Objectives
Action Tasks to Achieve Goals
Marketing Strategy
Financial Analysis
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17
Q

What are the 5 components of a SMART goal

A 
Specific
Measurable
Actionable
Realistic
Time-sensitive
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18
Q

Name the 4 P’s of marketing strategy

A

Product
Price
Promotion
Place

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19
Q

What is the Product in a Marketing Strategy?

A

This is what you intend to sell

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20
Q

What is the Price in a Marketing Strategy?

A

This is how much you will charge for your product(s)

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21
Q

What is the Promotion in a Marketing Strategy?

A

This is how you will sell your product.

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22
Q

What is the Place in a Market Strategy?

A

This is where you will sell your product

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23
Q

A tour designed around an adventurous activity such as rafting, hiking, and mountain climbing.

A

Adventure Tour

24
Q

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

A

Affinity Group

25
Q

The marketing practice of creating a name, symbol, or design that identifies and differentiates a product from other products.

A

Branding

26
Q

Finalization of a tour, cruise, or similar group travel project after which time no further clients are accepted, any unsold air or hotel space is released, and final lists and payments are sent to suppliers.

A

Closeout

27
Q

A collection of independently owned and managed agencies that band together to increase their buying power.

A

Consortium

28
Q

A plan offered by a company or an association that protects customers’ deposits and payments from loss in the event of company closure or bankruptcy.

A

Consumer Protection Plan

29
Q

An agreement between two parties to share the cost of placing an advertisement and other promotional activities.

A

Cooperative (Co-Op) Advertising

30
Q

A travel package created specifically for a preformed group or niche market.

A

Custom Tour

31
Q

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

A

Customer Relationship Management (CRM)

32
Q

A computerized, organized collection of individual customer information.

A

Database

33
Q

Population measures, such as age, gender, marital status, income, education, race or ethnicity, religion, household size, and occupation.

A

Demographics

34
Q

Promotional pieces sent through the mail.

A

Direct Mail

35
Q

All existing and potential customers for a product or service.

A

Market

36
Q

A written report that details marketing objectives for a product or service and recommends strategies for achieving the objectives.

A

Marketing Plan

37
Q

The concise description of an organization, its purpose, and what it intends to accomplish.

A

Mission Statement

38
Q

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.

A

Niche

39
Q

A marketing strategy that requires communicating with customers on a one-on-one basis and using that information, coupled with technology, to create personalized travel.

A

One-on-One Marketing

40
Q

Group leaders who are well respected and liked in an organization and who will attract fellow travelers just by having their names on a brochure.

A

Pied Pipers

41
Q

A pre-existing collection of travelers, such as affinity groups and travel clubs, whose members share a common interest or organizational affiliation.

A

Preformed Group

42
Q

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

A

Public Relations

43
Q

Preprinted brochures and e-marketing materials with photos, illustrations, and graphics but no text; also called slicks.

A

Shells

44
Q

Travel that focuses on a particular activity, hobby, or interest or is experienced by a group whose members share common characteristics such as demographics, affinities, or specialized interests.

A

Special Interest Travel

45
Q

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

A

Target Market

46
Q

An increasingly important niche for travelers who want to give back to others and the worldwide community.

A

Volunteer Tourism

47
Q

Your chosen specialty should be consistent with your own interests and that of your overall business plan. True or False

A

True

48
Q

Which of the following demographic groups demonstrates a growing trend toward luxury and several trips each year?

A. Senior Citizens
B. Baby Boomers
C. Millennials
D. Affluents

A

C. Millennials

49
Q

The growth of special interest travel is limited to Baby Boomers, and Generations X and Y. True or False

A

False

50
Q

Promoting special interest travel includes each of the following except:

A. The Internet and E-Marketing
B. Advertising
C. Negotiating
D. Image and Logo

A

C. Negotiating

51
Q

Selling to niche markets is more labor-intensive than selling mass-market products. True or False

A

True

52
Q

The channels through which you’ve chosen to distribute your special interest travel product describe which aspect of your marketing strategy?

A. Product
B. Price
C. Promotion
D. Place

A

D. Place

53
Q

If you’re purchasing print or online advertising for your specialty rather than the full-service nature of your business, it’s not necessary to find out which publications or websites your potential buyers read. True or False

A

False

54
Q

Which of the following travel experiences is not considered a special interest market?

A. Adventure Tours
B. All-Inclusive Resort
C. Yoga Retreats
D. Culinary Tours

A

B. All-Inclusive Resort

55
Q

A concise overview of why you are in the business of selling your particular special interest niche is known as a

A. Marketing Strategy
B. Competitive Analysis
C. Goal
D. Mission Statement

A

D. Mission Statement

56
Q

A marketing plan for a special interest travel business should include a description of the target audience. True or False

A

True

Certified Travel Associate (CTA) (16 decks)

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