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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.
Distinguish between domestic tourism and international tourism and explain the
importance of the marketing orientation to tourism organisations. [20]
2.
Discuss FIVE determinants of demand for travel and tourism products and
services and provide examples to support your explanations. [20]
3.
Explain the generic characteristics that distinguish services from products and
summarise the marketing responses to these characteristics. [20]
4.
Explain the following marketing terms to a group of newly appointed marketing
staff:
a)
Sales promotions
b)
Direct response marketing
c)
Printed materials [20]
5.
Compare and contrast TWO organisational structures that can be used by travel
and tourism
organisations
operating in highly competitive markets. [20]
6.
Critically appraise the value of inclusive tours and product packages in the
overall tourism product and explain the process of constructing and marketing
an inclusive tour package. [20]
7.
Write notes on THREE of the following terms:
a)
Market segmentation by purpose of travel
b)
Demographic segmentation
c)
Advertising media
d)
Public relations [20]
8.
Advise one of your clients on the activities associated with the stages of a
typical marketing planning process and highlight the practical difficulties
associated with the process. [20]