Hspm 260 Exam 3

Radio has high geographic selection because it can reach a wide audience in a specific region. It also has a high noise level because it can be easily interrupted or affected by interference. Additionally, radio offers high timing flexibility as it can be listened to at any time, allowing advertisers to target specific time slots for their ads. Therefore, radio is the correct answer as it possesses all the mentioned characteristics.

Yield management refers to the practice of adjusting prices in order to maximize profit based on demand. This involves analyzing data and making pricing decisions to optimize revenue. By increasing prices during periods of high demand and lowering them during periods of low demand, businesses can effectively manage their inventory and generate the highest possible revenue. This strategy is commonly used in industries such as airlines and hotels.

Strategic activities are indeed focused on achieving long-term goals. They involve the planning and implementation of actions that align with the overall vision and objectives of an organization. On the other hand, tactical plans are developed for shorter time frames, typically addressing specific tasks, projects, or operations that contribute to the larger strategic goals. These plans are more detailed and specific, outlining the steps and resources required to accomplish immediate objectives. Therefore, the statement is correct in stating that strategic activities are for long-term goals while tactical plans are for shorter time frames.

The product life cycle refers to the different stages that a product goes through from its introduction to its eventual decline. The stages include introduction, growth, maturity, and decline. Distribution, on the other hand, is not a stage in the product life cycle, but rather a function or process involved in getting the product to the consumers. It involves activities such as warehousing, transportation, and logistics.

The statement is false because the tangibility of services is not a key difference that makes tourism marketing unique. In fact, the intangibility of services is one of the main characteristics that distinguishes tourism marketing from other types of marketing. Unlike physical products, tourism services cannot be touched or experienced before purchase, making it more challenging to market and promote them effectively. Therefore, the correct answer is false.

A testimonial from a celebrity is an example of a persuasive promotion because it aims to influence and persuade the target audience to believe in and support the product or service being endorsed. The use of a celebrity adds credibility and attractiveness to the promotion, making it more persuasive and convincing for consumers to try or buy the product.

Physical appearance is not a key factor to categorize people into several groups for market segmentation. Market segmentation is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors. Age, income, and personal preferences are commonly used factors for market segmentation as they provide insights into consumer behavior and preferences. However, physical appearance does not provide relevant information about consumer needs or buying behaviors, making it less useful for market segmentation purposes.

Word of mouth has always been the most successful promotional tool, and the Internet had made word of mouth instant worldwide. If someone was treated well, he/she will leave good comments online, which can lead to good business.

OTAs (Online Travel Agencies) use all of the mentioned business models: Merchant, Metasearch, and Opaque. The Merchant model involves OTAs purchasing inventory from hotels and reselling it to customers. The Metasearch model allows OTAs to aggregate search results from various sources and display them to users. Lastly, the Opaque model involves OTAs offering discounted prices on hotels without revealing the hotel's name until after the booking is made. By using all of these models, OTAs can provide a wide range of options to customers and cater to different preferences and needs.

The statement is true because technology has indeed played a significant role in the development of the sharing economy. With the rise of platforms and apps, individuals are now able to easily share products like rooms and cars with others. These technology-driven intermediaries have made it convenient for people to connect and engage in sharing activities, thereby fueling the growth of the sharing economy.

The video "The Travel Distribution System" states that an increasing number of customers are utilizing the Global Distribution System (GDS) to book flights and accommodations directly with airlines and hotels. This suggests that the statement is true.

The given statement that "Today's travel agent is primarily a commission sale agent booking flights and hotels" does not describe the development of the travel distribution system because it implies that travel agents have remained unchanged in their role and methods, whereas the video suggests that information technology has revolutionized the travel industry, with more people booking their travel online and the rise of smartphone bookings.

The correct answer is "All of the above." According to the guest speaker from Expedia, you can make an Expedia reservation on all of these platforms, including smart watches, laptop computers, and tablet devices.

The video explains that the role of a travel agent has evolved from being primarily focused on booking flights and hotels to becoming a travel consultant who sells expertise and services. This means that instead of just making commission-based sales, travel agents now provide valuable advice and personalized services to their clients. Therefore, the statement "travel agent has become a travel consultant who sells expertise and services rather than primarily a commission sale agent who books flights and hotels" is true.

A META channel, according to the Guest Speaker from Expedia, is a website that gathers rates and inventories from multiple websites and consolidates them into one place. This allows users to compare prices and availability across different platforms without having to visit each individual website separately. It simplifies the booking process and provides a convenient and comprehensive resource for users to find the best deals and options for their travel needs.

The VALS system is indeed an example of psychographic segmentation. Psychographic segmentation involves dividing a market based on consumers' attitudes, values, interests, and lifestyles. The VALS system specifically categorizes consumers into different segments based on their psychological characteristics and motivations. It helps marketers understand consumers' needs and preferences, allowing them to tailor their marketing strategies accordingly. Therefore, the statement is true.

Brand USA is an example of NTO (National Tourism Organization) in the U.S that only markets internationally. This organization is responsible for promoting the United States as a travel destination to international tourists. Unlike the other options listed, such as the Local CVB (Convention and Visitors Bureau) or State tourism organization, Brand USA focuses specifically on marketing the U.S to international markets rather than catering to local or domestic tourism. The MICE Industry refers to the Meetings, Incentives, Conferences, and Exhibitions industry and is not directly related to promoting tourism.

The travel trade is not an element of the communication process. The communication process typically involves a sender, a message, a channel, a receiver, and a response. The travel trade refers to the industry that includes travel agencies, tour operators, and other businesses involved in facilitating travel and tourism. While the travel trade may play a role in promoting and distributing messages, it is not considered an essential element of the communication process itself.

Equity refers to the value or worth that consumers attribute to a product because of the associations they have with the brand. It encompasses the reputation, trust, and loyalty that consumers have towards the brand, which in turn adds value to the product. The brand equity is built over time through consistent branding, positive customer experiences, and effective marketing strategies. It is an intangible asset that can contribute to the success and profitability of a brand.

Partnership is another name for cooperative marketing in tourism. Cooperative marketing refers to the collaboration between two or more businesses in the tourism industry to promote their products or services collectively. By forming partnerships, these businesses can pool their resources, share marketing costs, and reach a larger audience. This strategy allows them to leverage each other's strengths and create mutually beneficial marketing campaigns, ultimately driving more tourists and increasing their overall revenue.

Societal marketing is the process of developing a marketing approach that focuses on meeting the needs and wants of visitors while also considering the long-term interests of the community. It involves creating products and marketing strategies that not only satisfy customers but also contribute to the well-being of society as a whole. This approach takes into account the social, environmental, and ethical implications of marketing decisions, aiming to create a positive impact on both the target audience and the broader community.

The question is asking about the last step in the marketing planning process where success is evaluated. The answer "How do we know if we got there?" aligns with this because it reflects the need to assess whether the desired goals and objectives have been achieved. This question implies the importance of measuring and evaluating the outcomes of the marketing plan to determine its effectiveness and make any necessary adjustments for future planning.

Publicity refers to the dissemination of information about an organization's tourism services through non-paid means. This can include media coverage, press releases, social media mentions, and word-of-mouth. Unlike advertising, publicity does not require payment for the communication of information. Therefore, the statement that "Publicity involves non-paid communication of information about an organization's tourism services" is true.

A familiarization (FAM) trip is an educational tour specifically organized for selected tour operators and retail travel agents. This trip allows them to familiarize themselves with a particular destination, hotel, or tour package so that they can promote and sell it more effectively to their clients. It gives them firsthand experience and knowledge about the destination or product, enabling them to provide accurate information and recommendations to their customers.

The major goals of a National Tourism Office (NTO) typically include partnership development, consumer marketing and promotion, and package and tour development. However, travel policy development is not typically a major goal of an NTO. NTOs primarily focus on promoting tourism within their country and attracting visitors, rather than developing travel policies.

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The given answer is not the description of marketing and selling travel because it suggests that companies in destinations do not make any effort to personalize service anymore, which is not true. In fact, personalized service is an important aspect of marketing and selling travel as it helps to attract and retain customers.

The Ch.8 video of "Marketing and Selling Travel" states that face-to-face contact at trade shows will never be replaced by Internet transactions. This implies that the video supports the idea that the personal interaction and networking opportunities provided by trade shows cannot be replicated online. Therefore, the correct answer is True.

The correct answer is "There is no physical distribution." In the tourism distribution system, there is no need for physical distribution of products or services. Unlike traditional retail industries where physical products need to be transported and distributed to various locations, the tourism industry primarily deals with intangible services such as hotel bookings, flight reservations, and tour packages. These services can be easily distributed electronically through online platforms, eliminating the need for physical distribution channels.

The video explains that today's travel agent has evolved into a travel consultant. They now provide expertise and services to travelers, rather than simply being commission-based agents who book hotels and airlines. The term "travel consultant" accurately reflects this shift in the role of a travel agent.

Behavioral segmentation divides customers based on their usage rates, volume of use, frequency of use, usage status, and use occasions. This means that customers are grouped together based on their behaviors and patterns of product or service usage. This type of segmentation allows businesses to target specific groups of customers who exhibit similar behaviors, enabling them to tailor their marketing strategies and offerings to better meet the needs and preferences of these customers. By understanding the behavioral characteristics of different customer segments, businesses can effectively position their products or services and create more personalized experiences for their target audience.

Segmentation is the correct answer because it refers to the process of grouping individuals with similar needs, wants, and characteristics together. By segmenting the market, a tourism organization can better understand and cater to the specific preferences and demands of different groups of people. This allows for greater precision in serving and communicating with these individuals, ultimately leading to more effective marketing strategies and customer satisfaction.

Feasibility research is not a measurement of promotional activities. It is a type of research conducted to determine the viability and potential success of a project or initiative. On the other hand, advertising tracking studies, pre-testing and post-testing, and conversion studies are all measurements that help evaluate the effectiveness and impact of promotional activities.

RTOs focus more on domestic travelers than international. This means that regional tourism organizations prioritize attracting and promoting tourism within their own country or region, rather than targeting international tourists. This could be due to various factors such as limited resources, a focus on local economic development, or a desire to showcase the unique attractions and experiences available to domestic travelers.

Communication is the correct answer because promotion involves the dissemination of information to target audiences in order to persuade them to take a desired action. This requires effective communication strategies and tactics to convey the promotional message to the intended recipients. Communication plays a crucial role in promoting products, services, or ideas by creating awareness, generating interest, and influencing consumer behavior. It encompasses various channels and methods such as advertising, public relations, direct marketing, sales promotions, and personal selling.

The promotional mix consists of various elements that a company uses to communicate and promote its products or services to its target audience. Publicity involves generating media coverage and public attention for the company or its offerings. Sales promotion refers to short-term incentives or promotional activities aimed at increasing sales. Personal selling involves direct communication and interaction with potential customers to persuade them to make a purchase. Advertising involves paid, non-personal communication through various media channels to reach a wider audience. These elements together form the promotional mix, enabling companies to effectively reach and engage their target customers.

The correct answer is "Promotional". When deciding on the promotional media to use, it is important to consider the overall promotional mix elements. This means that the choice of promotional media should align with the other elements of the promotional strategy, such as advertising, personal selling, public relations, and direct marketing. By ensuring consistency and coordination among these elements, the promotional efforts can be more effective in reaching the target audience and achieving the desired marketing objectives.

The additional "P" of marketing in tourism is "People." While not one of the traditional four Ps of marketing, it is essential in tourism marketing due to the unique nature of the industry. In tourism, the focus is on the people who are providing the service and the people who are experiencing it. The interactions and relationships between these individuals play a crucial role in the success of tourism marketing efforts. Understanding the needs, preferences, and behaviors of the target audience is essential for creating effective marketing strategies in the tourism industry.

The explanation for the given answer, False, is that the Ch.8 video of "Marketing and Selling Travel" actually states the opposite. It mentions that travel marketers have realized the importance of human contact in the travel industry, as they understand that personalized products and services are still valuable to customers.

Heterogeneous is not one of the criteria for market segmentation. Market segmentation refers to dividing a market into distinct groups based on certain characteristics or behaviors. The criteria for market segmentation include measurability, which means the ability to quantify and measure the characteristics of the target market; accessibility, which refers to the ability to reach and serve the target market effectively; and compatibility, which means that the target market should be compatible with the organization's objectives and capabilities. Heterogeneous, on the other hand, refers to the diversity or differences within a market segment, and is not a criterion for segmentation itself.

Tourism marketing is unique because it involves a mixture of services and facilities, offering intangible experiences that cannot be physically possessed. Additionally, it is highly elastic and seasonal, meaning that demand for tourism can fluctuate greatly depending on various factors. However, heavy control over the quality of services is not a characteristic that sets tourism marketing apart. In fact, ensuring quality control is a common practice in many industries, not just tourism.

The statement suggests that the term "idea" refers to the way a message is communicated to the target market. However, this is not true. The term "idea" typically refers to the main concept or theme of a message, rather than the method or manner in which it is communicated. Therefore, the correct answer is false.

Franchising is an example of vertically coordinated channels because it involves a contractual relationship between a franchisor (the owner of a brand or business model) and a franchisee (an independent operator). The franchisor provides support, guidance, and access to their established brand, while the franchisee operates their own business using the franchisor's brand and business model. This coordination allows for consistency in branding, operations, and customer experience across multiple locations.

The main brand for Expedia in Australia is Wotif.

Vacation packages do not support mass tourism. Mass tourism refers to the phenomenon of large numbers of people traveling to popular tourist destinations, often resulting in overcrowding and negative impacts on the environment and local communities. Vacation packages, on the other hand, offer convenience, economy, and assurance of consistent quality, which are reasons why visitors like them.

The correct answer is "Staff" because they play a crucial role in providing the service elements of the experience. They interact directly with the consumers, ensuring their needs are met and providing a positive and memorable experience. The physical elements of the product and the consumers themselves are also important, but without the service provided by the staff, the overall experience would not be complete.

Hotels and resorts are not considered as travel intermediaries. Travel intermediaries are entities that facilitate the booking and arrangement of travel services for customers, such as travel agencies, online travel agencies, tour operators, and travel management companies. While hotels and resorts play a crucial role in the travel industry, they are not typically categorized as travel intermediaries as they primarily provide accommodation services rather than facilitating the booking of various travel services.

Amadeus is a leading global distribution system (GDS) used by travel agencies and other travel-related businesses to access real-time information about flights, hotels, car rentals, and other travel services. It provides a comprehensive database of travel content, allowing travel agents to search and book travel products for their customers. Amadeus is widely used in the travel industry and is known for its extensive coverage and reliable technology.

Database marketing is increasingly being used in tourism to encourage repeat usage as "reminder" promotions. By using customer data and information stored in a database, tourism businesses can target specific individuals with personalized messages and offers. This helps to remind customers of their previous positive experiences and encourages them to return. Database marketing allows for targeted and personalized communication, making it an effective tool for encouraging repeat usage in the tourism industry.

Exclusive distribution strategy is when a company limits the number of retail outlets that can sell its products or services and encourages travel agents to exclusively sell its offerings, excluding those of its competitors. This strategy allows the company to maintain control over the distribution of its products and create a sense of exclusivity among customers. By restricting the availability of its services to a select few outlets, the company can better manage its brand image and ensure that its products are presented in a consistent and desirable manner.