Podcast
Questions and Answers
What is consumer insighting primarily focused on uncovering?
What is consumer insighting primarily focused on uncovering?
What is a unique selling proposition intended to accomplish?
What is a unique selling proposition intended to accomplish?
Which of the following is NOT a part of product development?
Which of the following is NOT a part of product development?
Which aspect of brand positioning involves determining the selling amount of a product?
Which aspect of brand positioning involves determining the selling amount of a product?
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What is the term for the location and target market of a product in brand positioning?
What is the term for the location and target market of a product in brand positioning?
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Which phase of the marketing process focuses on brainstorming and creative idea generation?
Which phase of the marketing process focuses on brainstorming and creative idea generation?
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What aspect of product development encompasses the overall representation of what you offer?
What aspect of product development encompasses the overall representation of what you offer?
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Which of the following best describes what occurs in the product development phase?
Which of the following best describes what occurs in the product development phase?
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What is essential for marketers when determining their product offerings?
What is essential for marketers when determining their product offerings?
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What does the concept of 'support P's' refer to in the marketing process?
What does the concept of 'support P's' refer to in the marketing process?
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In the tourism marketing process, what is the first step that involves identifying potential segments?
In the tourism marketing process, what is the first step that involves identifying potential segments?
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Which step in the tourism marketing process follows profiling?
Which step in the tourism marketing process follows profiling?
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What is one way the campaign reaches viewers who do not use the internet?
What is one way the campaign reaches viewers who do not use the internet?
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What is a critical factor to consider when targeting a specific market segment?
What is a critical factor to consider when targeting a specific market segment?
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Who are identified as the key promoters of the new promotional message in the campaign?
Who are identified as the key promoters of the new promotional message in the campaign?
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What is the underlying goal of creating a 'super brand' according to marketing principles?
What is the underlying goal of creating a 'super brand' according to marketing principles?
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What role does consumer insighting play in the targeted marketing process?
What role does consumer insighting play in the targeted marketing process?
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What role do promotional articles play in the campaign's success?
What role do promotional articles play in the campaign's success?
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Why is it important to consult local census offices before estimating market segments?
Why is it important to consult local census offices before estimating market segments?
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Which marketing method directly interacts with the tourism sector?
Which marketing method directly interacts with the tourism sector?
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How has blogging impacted the ability to promote messages in the campaign?
How has blogging impacted the ability to promote messages in the campaign?
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What is the average number of tourists visiting the Asia Pacific region since 2010?
What is the average number of tourists visiting the Asia Pacific region since 2010?
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Which country is NOT listed among the top ten tourist destinations in the Asia Pacific region?
Which country is NOT listed among the top ten tourist destinations in the Asia Pacific region?
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Which demographic is primarily targeted in the tourism marketing process described?
Which demographic is primarily targeted in the tourism marketing process described?
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What is the slogan associated with the Philippine tourism campaign?
What is the slogan associated with the Philippine tourism campaign?
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What is a key focus of the marketing campaign strategy for Philippine tourism?
What is a key focus of the marketing campaign strategy for Philippine tourism?
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What age range defines the targeted tourists mentioned in the marketing process?
What age range defines the targeted tourists mentioned in the marketing process?
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What method is indicated as important for the marketing campaign's growth?
What method is indicated as important for the marketing campaign's growth?
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Which of the following countries had the highest number of tourists in the Asia Pacific region?
Which of the following countries had the highest number of tourists in the Asia Pacific region?
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What aspect of the campaign 'It's more fun in the Philippines' distinguishes its Unique Selling Proposition (USP)?
What aspect of the campaign 'It's more fun in the Philippines' distinguishes its Unique Selling Proposition (USP)?
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What challenge did the campaign face during its development?
What challenge did the campaign face during its development?
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How does the logo of the campaign reflect Philippine culture?
How does the logo of the campaign reflect Philippine culture?
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What is one characteristic of the overall design palette used in the campaign's packaging?
What is one characteristic of the overall design palette used in the campaign's packaging?
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What strategy does the campaign utilize for broader outreach?
What strategy does the campaign utilize for broader outreach?
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What is the main benefit of the ASEAN MRA TP for tourism professionals in the Philippines?
What is the main benefit of the ASEAN MRA TP for tourism professionals in the Philippines?
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Which element of product design is emphasized to empower individuals in this campaign?
Which element of product design is emphasized to empower individuals in this campaign?
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What role does social media play in the campaign's strategy?
What role does social media play in the campaign's strategy?
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Which of the following describes the primary goal of the ASEAN MRA TP?
Which of the following describes the primary goal of the ASEAN MRA TP?
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Which characteristic of the campaign's logo symbolizes modernization?
Which characteristic of the campaign's logo symbolizes modernization?
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What essential process is highlighted as necessary for achieving a satisfactory vacation experience?
What essential process is highlighted as necessary for achieving a satisfactory vacation experience?
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Who was the tourism secretary responsible for implementing the ASEAN MRA TP in the Philippines?
Who was the tourism secretary responsible for implementing the ASEAN MRA TP in the Philippines?
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What is indicated as a future necessity for the tourism industry in the Philippines and other ASEAN countries?
What is indicated as a future necessity for the tourism industry in the Philippines and other ASEAN countries?
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What role does marketing play in creating memorable vacation experiences?
What role does marketing play in creating memorable vacation experiences?
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What is a key factor in achieving the collaboration between marketing and tourism?
What is a key factor in achieving the collaboration between marketing and tourism?
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What does the growth of tourism in the Philippines suggest about the future workforce?
What does the growth of tourism in the Philippines suggest about the future workforce?
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Study Notes
Marketing Process in Tourism
- Creating a successful marketing process in tourism is challenging but achievable with proper planning and consumer-centric ideology.
- The marketing process involves identifying target audiences, developing a strategy, implementing it, and convincing customers to buy.
Creating a Marketing Process Using IMC
- STP (Segmenting, Targeting, Positioning): Determining the target market segment will determine how broad or narrow the targeting will be, this step should include profiling, consumer insighting, and targeting.
- Product Development: Carefully choosing the product to align with consumer insights allows effective promotion.
- Supporting Ps (Product, Placement, Promotion): Defining a unified marketing theme based on current market situation, positioning the product, packaging, and branding are needed elements in this stage.
Integrating Marketing Mixes using the Three Sequence of Process
- STP (Segmenting, Targeting, Positioning): This is the initial step in the marketing process.
Tourism Marketing Process Step-by-step
- Segmenting: Identifying all potential market segments in a given locality.
- Profiling: Determining the best and most vulnerable segment where you can target marketing efforts.
- Targeting: Choosing the primary target market (PTM) within the vulnerable and profitable segments, specifying the ideal consumer.
- Consumer Insighting: Researching the target market's needs and desires to uncover hidden needs or wants
- Value Offering: Creating a unique selling proposition (USP) for the product or service that distinguishes it from competitors.
- Product Design/Conceptualization: Brainstorming and developing a product package and branding that represents the offerings.
Product Development
- Packaging: The physical look of the product.
- Product: The actual product or service offered.
- Branding: Creating a brand identity and image or overall representation for brand recognition.
Brand Positioning
- Pricing: Determining the value of the product.
- Placement: The location and market where the product is offered.
- Promotion: Selecting strategies to promote and market the offerings.
Tourism Marketing Process: Role of ASEAN MRA TP
- ASEAN MRA TP (Mutual Recognition Arrangement for Tourism Professionals) helps recognize and certify qualified skilled tourism labor, offering opportunities for more workforces.
- This supports the tourism industry's growth.
Tourism Marketing: Key Aspects
- Successful Tourism Management: Includes various components from identification of potential customers to crafting a suitable product, and effective presentation of the product.
- Targeting Strategies: Targeting specific demographics, characteristics, or needs of potential customers.
- Marketing Mix: A combination of various tools and elements used to promote and market a product or service effectively.
- Tourism Marketing Campaigns: Strategies and actions that increase visibility and attract tourists.
- Tourism Marketing Research Insights: Data analysis and other relevant information that form the basis of marketing.
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Description
Explore the intricacies of creating a successful marketing process specifically tailored for the tourism industry. This quiz covers essential elements such as STP (Segmenting, Targeting, Positioning), product development, and the marketing mix to ensure a consumer-focused approach. Test your knowledge on effectively engaging customers in tourism marketing.
