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Certified Travel Associate (CTA) COPY > 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
The marketing practice of creating a name, symbol, or design that identifies and differentiates a product from other products.
Branding
26
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.
Closeout
27
A collection of independently owned and managed agencies that band together to increase their buying power.
Consortium
28
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.
Consumer Protection Plan
29
An agreement between two parties to share the cost of placing an advertisement and other promotional activities.
Cooperative (Co-Op) Advertising
30
A travel package created specifically for a preformed group or niche market.
Custom Tour
31
Software that allows agents to create and maintain an extensive database that covers special interests and travel patterns.
Customer Relationship Management (CRM)
32
A computerized, organized collection of individual customer information.
Database
33
Population measures, such as age, gender, marital status, income, education, race or ethnicity, religion, household size, and occupation.
Demographics
34
Promotional pieces sent through the mail.
Direct Mail
35
All existing and potential customers for a product or service.
Market
36
A written report that details marketing objectives for a product or service and recommends strategies for achieving the objectives.
Marketing Plan
37
The concise description of an organization, its purpose, and what it intends to accomplish.
Mission Statement
38
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.
Niche
39
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.
One-on-One Marketing
40
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.
Pied Pipers
41
A pre-existing collection of travelers, such as affinity groups and travel clubs, whose members share a common interest or organizational affiliation.
Preformed Group
42
A core strategy for promotion that primarily involves sending news releases to newspapers, magazines, and radio stations.
Public Relations
43
Preprinted brochures and e-marketing materials with photos, illustrations, and graphics but no text; also called slicks.
Shells
44
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.
Special Interest Travel
45
The group of customers who will be the focus of a company’s marketing efforts.
Target Market
46
An increasingly important niche for travelers who want to give back to others and the worldwide community.
Volunteer Tourism
47
Your chosen specialty should be consistent with your own interests and that of your overall business plan. True or False
True
48
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
C. Millennials
49
The growth of special interest travel is limited to Baby Boomers, and Generations X and Y. True or False
False
50
Promoting special interest travel includes each of the following except: A. The Internet and E-Marketing B. Advertising C. Negotiating D. Image and Logo
C. Negotiating
51
Selling to niche markets is more labor-intensive than selling mass-market products. True or False
True
52
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
D. Place
53
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
False
54
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
B. All-Inclusive Resort
55
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
D. Mission Statement
56
A marketing plan for a special interest travel business should include a description of the target audience. True or False
True

Certified Travel Associate (CTA) COPY (16 decks)

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