THM 105 Question Bank 2014

Chapter 1

  1. a)What do you understand by the term Marketing Myopia? (3)

b) Outline and explain the characteristics of tourism organizations that are still in the production and sales orientation. (22)

  1. a) Why has marketing become an increasingly important concept in tourism? (6)

b) Discuss the four anchor elements of tourism marketing.(12)

c) State any 7 benefits of adopting the marketing orientation. (7)

  1. With reference to relevant examples, discuss in detail the PRICE concept of tourism marketing.(25)
  2. Explain in detail the stages through which the marketing concept evolved. Use appropriate examples. (25)

Chapter 2

  1. The marketing of tourism products is the same as that of other products. Discuss with reference to examples. (25)
  2. When one purchases a holiday, they go home empty handed but they don’t go empty headed (Rodert Lewis). Comment on this statement citing ways in which one can tangibilise the tourism product. (25)
  3. Discuss the implications of the 6 characteristic features of the tourism product to tourism marketers. (25)
  4. Explain the strategies that can be used to manage service businesses. (25)

Chapter 3

  1. Discuss the major global trends in tourism consumer behaviour. (25)
  2. a) What is your understanding of Consumer behavior as it applies to tourism? (1)

b) Why is it important to understand consumer behavior in tourism marketing? (6)

c) Discuss any 6 factors that influence a tourists’ buying behavior (18

  1. a) Demonstrate your understanding of the ‘New Tourist’. (15)

b) What is the implication of the New Tourist to conventional tourism marketers? (10)

  1. (a) Outline and explain the stages in the tourist buying process (18)

(b) Discuss the role each member of the family plays in the decision making process when choosing a holiday. (7)

Chapter 4

  1. Discuss the impact of the marketing strategy factors on a firm’s ability to achieve its marketing objectives. (25)
  2. Explain, using relevant examples, how the political and economic environments can negatively affect a hotel’s marketing efforts. (25)
  3. Discuss the trends in the global tourism marketing environment. (25)
  4. (a) Define environmental scanning. (2)

(b) Discuss the importance of a tourism venture scanning its operating environment. (8)

(c) Explain the logical steps in environmental scanning. (8)

(d) What is scenario planning? (2)

(e) Why is it that most organisations do not practice scenario planning? (5)

Chapter 5

  1. Discuss the role of the private and public sector in tourism marketing. Use the case of Zimbabwe. (25)
  2. Write briefly on the marketing role of the following organisations citing the challenges they meet;
  1. UNWTO
  2. ZTA
  3. RETOSA
  4. HAZ
  5. Parks and Wildlife Management Authority of Zimbabwe

Chapter 6

  1. With the aid of a diagram, apply the BCG matrix to African Sun Hotels. Does the organization have a balances portfolio? (25)
  2. Discuss the four categories of competitors as they apply to Zimbabwe’s hospitality industry. (25)
  3. (a) Why is planning an indispensable part of the marketing process? (9)

(b) Outline and explain the steps in coming up with a marketing plan. Give examples at each stage. (16)

  1. (a) Discuss any 6 factors you must consider when coming up with a marketing plan. (18)

(b) Highlight the major challenges to marketing planning. (7)

Chapter 7

  1. Discuss the significance of research in tourism marketing. (25)
  2. a) Distinguish between primary and secondary data in tourism marketing research. (8)

b) What are the major sources of secondary data in Zimbabwe’s tourism industry? (6)

c) Assess the reliability of the secondary data sources outlined in (b) above to tourism marketers for decision making. (6)

d) How can one increase the reliability and validity of secondary data in tourism? (5)

  1. a) Explain how technology has revolutionalised tourism research in recent years. (15)

b) Highlight the major challenges in depending on technology for marketing research. (10)

  1. You are the new marketing manager of a fast food group in Zimbabwe and you have been told that business has been going down lately. The number of customers has decreased tremendously and something has to be done if your business is to remain competitive. You decided to start with marketing research;

a)State any 3 objectives of your research. (3)

b)Whom is going to constitute your study population (2)

c)Describe the sampling method are you going to use to select the respondents (5)

d)Come up with a questionnaire with 10 questions that will help you to detect and address the problem. (10)

e)How would you analyse and present the findings (3)

f)State any two challenges you are likely to meet in conducting the research (2)

Chapter 8

  1. Using relevant examples, explain how you would use the following strategies to achieve your marketing objectives;

i)Branding

ii)Segmentation

iii)Targeting

iv)Product positioning

v)Differentiation

  1. a) Explain the benefits of discounting to a tourism operator.(6)

b) When would a new restaurant introduce a new product using premium pricing? (6)

c) Explain the arguments behind the following pricing strategies;

i. prestige pricing (4)

ii. market skiming (4)

iii.penetration pricing (4)

Chapter 9

  1. a) Distinguish between transactional marketing and relationship marketing (10)

b) Identify any 5 stakeholders to a hotel and explain how the hotel can create and enhance sustainable relationships with them. (15)

2. In recent years, the role of the employee in the tourism sector is beginning to be recognized. Discuss the importance of employees in any tourism venture. (25)

3. a) What do you understand by the phrase ‘service failure’? (3)

b) Identify and explain any four causes of service failure (12)

c) Outline the steps you would take to recover a failed service. (10)

Chapter 10

  1. Demonstrate how you would use social media to market a restaurant business. (25)
  2. With the aid of a diagram, apply the BCG matrix to African Sun Hotels. Does the organization have a balanced portfolio? (25)