Tourism Marketing & Promotion
[pic]TOURISM MARKETING & PROMOTION
DECEMBER 2009
TOURISM MARKETING & PROMOTION
Instructions to candidates:
a) Time allowed: Three hours (plus an extra ten minutes’ reading time at the start – do not write anything during this time)
b) Answer any FIVE questions
c) All questions carry equal marks. Marks for each question are shown in [ ]
1. Discuss the information you will expect to find in the main sections of a typical tourism development plan and provide examples to support your recommendations. [20]
2. Define the term marketing mix and explain how different elements of the mix can be integrated effectively. [20]
3. Explain the importance of market segmentation to marketing-orientated organisations and discuss TWO segmentation methods used by organisations in the travel and tourism industry. [20]
4. How can Public Relations activities contribute to the marketing of travel and tourism products and services? [20]
5. As a marketing consultant you have been asked to advise one of your clients on the following topics: a) Importance of Marketing Research b) Primary data c) Secondary data What information would you provide to your client? [20]
6. Discuss the marketing activities you would associate with EACH stage of the Product Life Cycle and summarise the importance of the Product Life Cycle to marketing management. [20]
7. Write notes on THREE of the following: a) Travel agency manuals b) Catalogues and brochures c) Direct marketing d) Above-the-line advertising media [20]
8. Summarise the structure of the travel trade and highlight its importance to the marketing operations of travel and tourism companies. [20]
© INSTITUTE OF COMMERCIAL
DECEMBER 2009
TOURISM MARKETING & PROMOTION
Instructions to candidates:
a) Time allowed: Three hours (plus an extra ten minutes’ reading time at the start – do not write anything during this time)
b) Answer any FIVE questions
c) All questions carry equal marks. Marks for each question are shown in [ ]
1. Discuss the information you will expect to find in the main sections of a typical tourism development plan and provide examples to support your recommendations. [20]
2. Define the term marketing mix and explain how different elements of the mix can be integrated effectively. [20]
3. Explain the importance of market segmentation to marketing-orientated organisations and discuss TWO segmentation methods used by organisations in the travel and tourism industry. [20]
4. How can Public Relations activities contribute to the marketing of travel and tourism products and services? [20]
5. As a marketing consultant you have been asked to advise one of your clients on the following topics: a) Importance of Marketing Research b) Primary data c) Secondary data What information would you provide to your client? [20]
6. Discuss the marketing activities you would associate with EACH stage of the Product Life Cycle and summarise the importance of the Product Life Cycle to marketing management. [20]
7. Write notes on THREE of the following: a) Travel agency manuals b) Catalogues and brochures c) Direct marketing d) Above-the-line advertising media [20]
8. Summarise the structure of the travel trade and highlight its importance to the marketing operations of travel and tourism companies. [20]
© INSTITUTE OF COMMERCIAL