THMK Midterms

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Questions and Answers

Who plays a crucial role as the consumer in the tourism industry?

Travel agents

Tour operators

Industry associations

Tourists/Travellers (correct)

Which option best describes entities that facilitate the distribution of tourism products?

Accommodations

Industry associations

Travel agents (correct)

Attractions

What is an example of a component of tourism products related to pricing?

Accessibility

Price (correct)

Accommodation

Image

Which component of tourism products is focused on the attractiveness of a location?

Destination attraction Signup and view all the answers

What type of organizations are often established to represent special interest groups within the tourism sector?

Private and non-profit sectors Signup and view all the answers

What is the primary goal of marketing?

To inform, persuade, and bring consumers into action Signup and view all the answers

Which term describes random interference that affects communication?

Noise Signup and view all the answers

In what way does the linear model of communication operate?

One way process without feedback Signup and view all the answers

What are marketing communications primarily used for?

To convey promotional messages about products and services Signup and view all the answers

Which of the following is NOT a key factor in effective communication?

Market saturation Signup and view all the answers

What is encoded in the communication process?

The message the sender intends to convey Signup and view all the answers

What role does the encoder play in communication?

Sent the message Signup and view all the answers

Why is understanding the target audience essential in marketing communication?

To tailor messages that resonate with them Signup and view all the answers

What type of communication does not allow for feedback from the receiver?

Linear communication Signup and view all the answers

Which of the following is NOT considered a communication problem?

Perfect translation Signup and view all the answers

In the context of tourism and hospitality, what does a supplier provide?

A group of selected components in a bundle Signup and view all the answers

Which term refers to individuals or entities that connect tourism products to consumers?

Travel Intermediaries Signup and view all the answers

What is one primary reason communication can fail?

Complexity of the message Signup and view all the answers

Who is responsible for interpreting a message in the communication process?

Interpreter Signup and view all the answers

Which option best describes the concept of varied connotation in communication?

Words can have different meanings based on context Signup and view all the answers

What is an essential component of hospitality products grouped as attractions?

Events and Conferences Signup and view all the answers

What is the primary function of public sector tourism organizations?

To attract people to destinations Signup and view all the answers

Which of the following is NOT a part of a successful tourism product?

High accommodation prices Signup and view all the answers

In the tourism product life cycle, which phase follows the development phase?

Introduction phase Signup and view all the answers

Which organization focuses specifically on tourism infrastructure and enterprise in the Philippines?

TIEZA Signup and view all the answers

What is the primary role of the destination image in tourism?

To shape visitor expectations Signup and view all the answers

During which stage of the product life cycle does rapid market acceptance typically occur?

Growth Signup and view all the answers

Which of the following describes accommodation in the context of tourism?

A wide range of tourist facilities within a destination Signup and view all the answers

What is a critical aspect for a tourism product to thrive in terms of infrastructure?

Availability of transportation systems Signup and view all the answers

What does profit margin represent for a company?

The desired level of income expressed as a percentage Signup and view all the answers

Which pricing strategy aims to attract many buyers with a low initial selling price?

Marketing Penetration Pricing Signup and view all the answers

What occurs at the break-even point?

Total revenue equals total cost Signup and view all the answers

Which of the following best describes revenue management?

Optimizing financial results in fixed cost industries Signup and view all the answers

What is a common goal of product bundling pricing?

To encourage buyers to purchase more items at a reduced rate Signup and view all the answers

In which industry is revenue management particularly popular?

Hospitality Signup and view all the answers

Which term refers to costs that vary based on volume or quantity?

Variable Costs Signup and view all the answers

A product that sells below its total cost will result in what?

Loss for the company Signup and view all the answers

Which advertising execution method focuses on presenting research findings to demonstrate superiority over competitors?

Scientific evidence Signup and view all the answers

What type of advertising execution uses endorsements from well-known individuals to enhance credibility?

Testimonials evidence Signup and view all the answers

Which type of advertising execution creates an imagined scenario that highlights the product?

Fantasy Signup and view all the answers

Which of the following best describes the 'mood or image' advertising type?

Associates the product with specific feelings Signup and view all the answers

What is the primary objective of sales promotion?

Creating immediate sales Signup and view all the answers

Which execution type effectively uses catchy jingles to illustrate a product?

Musical Signup and view all the answers

Which type of advertising focuses on depicting how the product integrates into everyday life?

Slice of life Signup and view all the answers

How does technical expertise as a form of advertising benefit a company?

Reveals specialized knowledge about the product Signup and view all the answers

Study Notes

Marketing

Marketing is a process that aims to inform, persuade, and motivate consumers to take action.
Communication is key to informing and persuading consumers.

Communication

Communication is the transfer of information between people or groups.
Marketing communication is used to convey promotional messages about products and services.
Effective communication requires understanding the target audience and market response.

Marketing Communication Models

Linear Model: A one-way communication process where a sender encodes a message and transmits it through a channel to a receiver; feedback is absent.
Transactional Model: A two-way communication process where both sender and receiver are actively involved, exchanging messages; feedback and context are important factors.
Interactional Model: A two-way communication process focused on new media; messages can provoke responses that affect future messages, and context is crucial.

Marketing Communication Tools

Pamphlets, brochures, emails, advertisements, websites, promotions & campaigns, exhibitions, personal selling, press releases are promotional tools.

Importance of Marketing Communications

Increase sales volume through persuasive, informative, and positive messages about products and services.
Reinforce market credibility and persuade the target audience.

Communication Problems

Language barriers, varied connotations, cultural differences, faulty word choices, and mistranslations
These translate into inaccurate/inappropriate communications.

Tourism and Hospitality Products

A combination of elements that satisfies customer needs, such as accommodations, transport, food and beverage, attractions, events, and sport & adventure tourism.
Participants (suppliers, intermediaries, tourists/travelers) across the industry have vested interests.
Tourism product components include attractions, accessibility, accommodation, image, and price.

Product Life Cycle

A model used to describe the various stages a product goes through, from development to decline.
Stages (e.g., development, introduction, growth, maturity, decline) can inform pricing and marketing strategies in response to changing sales trends.

Destination Life Cycle

Model to analyze the evolution of tourism destinations as they move through various stages (exploration, involvement, development, consolidation, stagnation).
This lifecycle reflects the changes in a destination's characteristics, infrastructure, and visitor profile over time.

Pricing

Price is the amount paid by customers for a product or service.
Pricing strategies involve considering costs, competition, market demand, and the desired profit margin.
Pricing affects sales, revenue, and profit, and should be matched to market demand.
Different pricing approaches include cost-based, break-even, analysis-based, and competition based.
New product pricing strategies include prestige, market skimming, and penetration pricing.

Brand Equity

Brand equity represents the added value, or positive image, consumers associate with a specific company's product.
It is a crucial component when developing a marketing approach.

Revenue Management

Revenue management is optimizing financial results, especially in industries like hospitality where inventory is perishable, capacity is fixed and demand fluctuates
The strategy helps to maximize revenues by matching demand with appropriate supply and is helpful in situations like seasonal demand or price elasticity of demand.

Promotion

Promotion encompasses all seller-initiated efforts to set up channels of information and persuasion to sell goods, services, or promote ideas.
Types of promotional execution include slice of life, lifestyle, fantasy, mood/image, personality, technical expertise, scientific evidence, testimonials (e.g., influencer marketing).

Public Relations

Public relations are the process of creating a positive image and customer preference through third-party endorsement.
The approach is used to improve public perception of products or services.
PR strategies, like press relations, events, news, speeches, and activities, are valuable communication tools.

Distribution Channels

A set of interdependent organizations involved in making a product available to consumers either directly or indirectly.
Tourism destinations rely on these channels for distribution.
They move products to consumers, overcome barriers in time, place, and possession, and enable a marketing approach by suppliers, carriers, and destination marketing organizations.
Distribution methods include direct, indirect, and franchising.
Intermediaries include travel agents, tour operators, distributors, and others who connect providers/suppliers with customers..

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Description

Test your knowledge on marketing and communication processes. This quiz covers various models of marketing communication, including linear, transactional, and interactional models. Understand how effective communication can drive consumer action.