THC09 Prelims Flashcards
1
Q
- refers to any marketing strategy used by businesses within the tourism industry
- it used the same marketing channels
- It plays an integral role in the growth of the tourism industry
A
Marketing Tourism
2
Q
Purpose of Marketing Tourism:
A
- promote business
- stand out from rivals
- generate brand awareness
3
Q
what channels does marketing tourism use?
A
digital- social media
traditional- printed ads, TV, radio
4
Q
What makes tourism marketing different?
A
the marketing mix (product, price, promotion, and place)
5
Q
Marketing for tourism covers the experience as the product itself, down to the specific tourism products and services that a tourist should avail to complete the _____.
A
tourist experience
6
Q
Tourism is not a single product. It is a combination of products and services which results in a ___ for the traveler.
A
holistic experience
7
Q
six (6) unique characteristics of the tourism industry
A
intangible
inseparable
variable
perishable
seasonal
substitutable
8
Q
- cannot be touched, smelled, tasted, felt, or heard prior to purchase.
- cannot be subjected to prior scrutiny
- one cannot examine nor test them before purchase, unlike consumer products.
A
intangible
9
Q
consumers rely on photographs, comments, or reviews from those who visited, availed, and promised
A
intangible
10
Q
highly effective in promoting intangible tourism products
A
word of mouth
11
Q
- tourism products cannot be separated from the consumer.
- when tourists avail, they must personally go where the products are.
A
inseparable
12
Q
the product and consumer are in the same place in tourism because __
A
what is being sold is the experience.
13
Q
- to avail product, the consumer goes where the product is.
activities within the destination can only be enjoyed when one is a part of it.
A
inseparable
14
Q
Tourism experience is likely to be different depending on when the product is availed, who one is with, and how the service providers deliver the service at the time of consumption.
A
variable
15
Q
Variability is the primary reason ___ is crucial.
A
standardization of operations
16
Q
Chain and franchise establishments make it a point to standardize the way they provide products and services to address the variability component of the industry.
A
variable
17
Q
it refers to not being able to forward inventory to the next day.
A
perishability
18
Q
it addresses the perishability of the tourism product.
A
revenue management
19
Q
it refers to the behavioral patterns of the travel market
A
seasonality
20
Q
during the lean season, this will help increase demand for products.
A
intensified marketing
21
Q
it is the reason most products (airlines + resorts) have different rates
A
seasonality
22
Q
- competition in this industry is intense because of new destinations and competition in the global marketplace
- TPs offer a wide range of product offerings
A
substitutable
23
Q
what is the challenge of tourism products being substitutable?
A
establish loyalty among clients
24
Q
how to make a tourism product LESS substitutable?
A
- identify competitive advantage
- unique selling preposition
25
it plays an important role in the purchase of tourism products.
marketing
26
what is considered to be of high involvement in tourism?
decision- making in the purchase of tourism products
27
tourism as a high-involvement product
expensive
complex
unrepeatable nature
28
It is considered as a complex TP
travel packages
because of the variety of products/ services + jargon used
29
what makes travel a "once-in-a-lifetime" purchase?
its unrepeatable nature
30
What happens when consumers avail high involvement TP?
detailed scrutiny of alternatives
longer time for deliberation
high expectations for satisfaction
31
it plays a vital role in high-involvement products
marketing
because it leads consumers to think about the product + quality assurance
32
TRUE/ FALSE: since TPs are high-involvement products, customers demand a low level of satisfaction.
FALSE (low- high)
33
high involvement vs. low involvement
HI (expensive, complex, unrepeatable)
LI (inexpensive, simple, familiar)
34
TRUE/ FALSE: Marketing is a task solely for account managers and marketing officers.
FALSE
it becomes the concern for everyone in the company to meet customer needs
35
what is the center of marketing?
customer satisfaction
36
the process by which companies create value for customers and build strong relationships in order to capture value from the customers in return.
marketing
37
Marketing is a ___ where individuals and groups obtain what they need and want through creating and exchanging products and value with others.
social process
38
something one cannot live without
need
39
A want is a luxury wherein its purchase can be __, ___, or ___.
denied
deferred
delayed
40
T/F: tourism falls into the need category, making it challenging to convince consumers to make a purchase.
FALSE (need- want)
41
the art and science of finding, retaining, and growing profitable customers (kotler, bowens, and makes; 2010)
marketing
42
trends in marketing
customer-centered marketing + relationship marketing.
43
finding, retaining, and growing profitable customers involves strategic planning to ensure __ and building of ___.
customer satisfaction
customer loyalty
44
ultimate goals of ensuring customer satisfaction
repeat visits and referrals
45
building strong relationships with one's regular customers can be done through consistently superior ___.
customer service
46
it is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (American Marketing Association; 2013)
marketing
47
examples of the following:
tourism products
hospitality products
TP- destinations and attractions
HP- food and accommodations
48
define tourism marketing
management process where destinations, products, and services are designed, promoted, and distributed to meet the needs and wants of prospective tourists.
49
key in the marketing management process
1. marketing IS
2. marketing planning
3. planning tactical campaigns
4. marketing operations
5. monitoring and control
50
with the advent of tech, marketing IS enables organizations to compile an __ about its customers, competitors, and effectiveness.
updated set of information
51
involves an analysis of the marketing environment in relation to the potential of the business.
marketing analysis
52
this will help increase business by obtaining the best fit between the company's resources and target market position.
marketing strategies
53
this step ensures that practical and realistic tactical campaigns are conducted in support of the comprehensive marketing strategy
planning tactical campaigns
54
it involves implementing planned strategic and tactical campaigns
(by coordinating with stakeholders, fine-tuning the marketing mix, and ensuring activities are conducted as planned)
marketing operations
55
involves the ongoing process of evaluating sales data and financial performance vs. marketing activities conducted,
monitoring and control
56
it includes being aware of what competitors are doing
monitoring and control
57
core marketing functions
marketing information management
financing
pricing
promotion
product/ service management
distribution
selling
58
entails gathering information about customers to better save their needs and improve decision-making
marketing information management
59
involves planning to ensure that resources are available to maintain and improve the business
financing
60
ensures that the value and the cost of goods and services offered to customers will be all at the level that customers are willing to pay
pricing
61
prepares the various promotional strategies that will enable the products to be introduced and sold to the customers
promotion
62
involves designing, developing, maintaining, improving, and acquiring products and services to meet the needs of the customers
product/ service management
63
involves bringing the products and services to the customers in the best way possible
distribution
64
the ultimate measure of marketing success
selling
65
crucial tasks of marketing
- following up on the sale
- closing the sale
- making a repeat sale
66
it is what the company is offering to satisfy a consumer's want or need
product/ service
67
- the value that the seller puts on the product/ service
- the amount a customer has to pay in exchange for the product
price
68
- includes the cost of the product and the profit the seller wishes to make
- the means by which the product reaches the customer
price
69
strategic plan by which customers are informed about the product and its value
promotion
70
T/F: a well-planned and executed marketing mix enables marketers to move their products successfully to consumers.
T
71
these will help in understanding the role of marketing in tourism organization
7 core functions of marketing
72
T/F: promotion and selling of products are reliant on traditional advertising techniques (more expensive, less effective)
T
73
this approach was born from the need of businesses to enhance the promotion of products
integrated marketing communications (IMC)
74
the process of using all forms of promotion to achieve maximum communication impact while maintaining a consistent image for the products/ services
IMC
75
businesses/ advertising agencies shifted from fixed compensation to __
incentive-based compensation
76
big retailers use this approach to dictate the brands that will make it to their shelves
consolidation of the retail industry
77
T/F: in the consolidation of the retail industry, retailers are at the mercy of these big manufacturers.
F ( manufacturers are at the mercy of these big retailers)
78
what enhanced the use of the IMC approach?
growth and development of database marketing
79
database management is most helpful in carrying out direct marketing campaigns such as __ and __.
telemarketing
loyalty programs
80
T/F: the behavior and wants of consumers are tracked.
F (wants-needs)
81
this has become a popular option for maximizing resources and optimizing results.
IMC approach
82
combining traditional and digital promotional strategies gave rise to the ___.
integrated marketing communication approach
83
three (3) uses of the integrated marketing approach
reach target market
achieve company objective
within available budget
84
it can maximize a company's limited resources allowing small brands to compete with established brands
IMC
85
- a set of actual and potential buyers
- buyer shares a particular need/ want that can be shared through exchange of relationships
market
86
to marketing professionals, this is all actual and potential buyers of a P/S
market
87
tourism industry aims to target a specific set of individuals. It refers to a particular set of buyers called __
niche market
88
three steps in target marketing
market segmentation
market targeting
market positioning
89
it is dividing the market into distinct groups that might require separate products and/or marketing mixes
market segmentation
90
a subgroup of the total consumer market that has similar characteristics and needs relevant to the purchase.
each segment is profiled based on its characteristics
market segment
91
six (6) characteristics of market segment
1. identifiable
2. cohesive
3. measurable
4. accessible
5. substantial
6. actionable
92
the people who comprise the segment can be located and identified such that targeting them would be easy
identifiable
93
consumers should be part of a whole people whose specific qualities are common to all
cohesive
94
marketer should be able to estimate the size and potential spending of the members of the market segment.
measurable
95
- members of segment should be accessible by the marketing efforts and promotional activities to be conducted.
- if they are difficult to reach, efforts to reach out to the specific segment is futile
accessible
96
segment should be large in order to be substantial (small segment = high spending capability)
substantial
97
company has enough resources and commitment to enable effective penetration of the identified segment to ensure effective positioning
actionable
98
variables in market segmentation:
1. geographic (region, country, cities)
2. demographic (age, gender, income, education)
3. psychographic (social class, lifestyle, personality)
4. behavioral (buyer readiness, benefits, loyalty status)
5. technographic*
99
- oldest and simplest basis of segmentation
- it divides the market into different geographic units
geographic
100
refers to segmenting the market based on age, life cycle, gender, etc.
demographic
101
- developed to link personality to a product
- divides consumers based on different profiles
psychographic
102
refers to dividing groups based on their knowledge, attitude, and response to a product
good starting point = comm campaign = target viable segments
behavioral
103
this segmentation involves purchases made on occasions
special occasion
104
refers to markets segmented based on usage such as first-time users, regular users, non-users, potential users, etc.
user status
105
this segmentation refers to the degree customers are loyal to the brand
loyalty status
106
pertains to the different stages buyers become ready to purchase a product. from being aware, slightly aware, want to buy, and intend to buy
buyer readiness
107
prevalence of the web causes an increasing divide between users and non-users in searching for travel information.
travel web and lifestyle travel portals = customization
technographic
108
- evaluating each segment's attractiveness and selecting one or more of these segments in which to operate one's business
(careful assessment of these segment = identify which to target)
market targeting
109
factors in market targeting
segment size
attractiveness
company objectives and availability of resources
110
in the selection of a specific market segment, what are the 3 market coverage strategies?
undifferentiated marketing
differentiated marketing
concentrated marketing
111
- ignores market segmentation. instead, goes for the entire market with one offer
- looks what the market has in common = reach a huge no. of buyers
- effective for consumer products (shampoo) but not tourism products
undifferentiated marketing
112
- targets several market segments using separate offers per segment
- capture large market = offer several products for different segments
- ex. 2 hotels under the same hotel chain but one is more luxurious than the other one (budget)
differentiated marketing
113
- practice for companies w/ limited resources
- big share of a small market rather > small share of a large market
- allot resources in making presence felt in a specific market w/ greater impact (yield high results)
- rosky = advisable to operate in at least 2 profitable segments
concentrated marketing
114
factors in choosing a market coverage strategy
company's resources
degree of product homogeneity
market homogeneity
competitor's strategy
115
involves tailor fitting brands and products to the needs and wants of different market groups.
local marketing
116
developing competitive positioning for the product and an appropriate marketing mix
- identify product's unique characteristics (to differentiate)
- deliberate way of making sure that the product has high recall in consumer's mind
market positioning
117
3 positioning concepts
1. unique selling proposition (term used to identify what makes it different from others)
2. competitive advantage (gained by offering greater value by lower price or benefits for higher prices)
3. top-of-mind awareness (highest level of recall since it means the brand occupies the top spot in their mind- generic)
118
generational travel markets
baby boomers
gen x
millennials
gen z
119
types of markets
family market
senior market
youth market
MICE and business market
solo travel market
LGBTQ+ Market
bleisure market
wellness tourism
120
process / activities people engage with in searching for, selecting, purchasing P/S to satisfy their needs and desires
consumer behavior
121
key factors that influence consumer behavior
motivations
culture
age and gender
social class
lifestyle
life cycle
reference groups
personality and self-concept
122
- inner drives that make people take a specific plan of action to satisfy their needs
- needs are the force that arouses motivation
need = motive when aroused to a level of intensity that prompts them
- gain competitive advantage
motivations
123
maslow's hierarchy of needs
physiological needs (need for survival)
safety (personal degree of security)
belongingness (acceptance in social groups)
self-esteem (desire of status)
self-actualization (goal of self-fulfillment)
124
two factors to make you travel
push factor- make you want to travel; sociopsychological (relaxation)
pull factor- affect where you would want to go; cultural (education)
125
five dimensions of culture
power distance
individualism/ collectivism
masculinity/ femininity
uncertainty avoidance
long-term + short-term orientation
indulgence vs. restraint
126
collective mental programing of the human mind = distinguish people from one another
culture
127
one's position within society (one of most important external factors in consumer behavior)
social class
128
a person's living pattern expressed in their activities and interests
portrays the whole person interacting with external forces
lifestyle
129
suggests that travel patterns and destinations differ as people move on
family life cycle model
130
stages an individual goes through
life cycle
131
- set of people who have direct/ indirect influence on people's attitudes/ behavior
- extremely important = intangible = rely on word of mouth
reference groups
132
distinguishing psychological characteristics that lead to consistent and enduring responses
personality
133
buyer decision-making process
need/ problem recognition
info search
alternative evaluation
purchase decision
post-purchase evaluation
134
person's feelings of pleasure/ disappointment from comparing a product's perceived performance = expectations
satisfaction
135
assessment of how well delivered service conforms to the client's expectations
service quality
136
benefits of service quality
customer retention
avoidance of price competition
retention of good employees
reduction of costs
137
relationship of service quality, cs, and word of mouth
service quality
satisfaction
repeat purchase- referral
138
more formal version of consumer buying since orgs are more complex and more people are involved = greater demand for variety
- buy in bulk to generate big-time sales
organizational buying process
139
organizational buying process
problem recognition
general need specification
product specification
supplier search
proposal solicitation
supplier selection
order routine specification
140
typology of tourists
plog's tourist motivation model
cohen's model
stewart's model of holiday taking
141
