Marketing Strategies in Transport and Tourism
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Questions and Answers

What is a primary focus of marketing in the transport sector?

  • Increasing the number of transport routes
  • Reducing operational costs
  • Enhancing core product offerings with additional services (correct)
  • Improving environmental sustainability

    • Which advertising method is mentioned as being used by transport operators?

  • Television commercials
  • Direct mail campaigns
  • Radio announcements
  • Billboard advertising (correct)

    • What aspect has seen a growing interest within tourism studies?

  • Environmental impacts of tourism
  • Marketing strategies for transport (correct)
  • Low-cost transport options
  • Historical transport routes

    • According to Gilbert (1989), what approach significantly impacts profits in transport marketing?

    <p>Customer-centric approach</p> Signup and view all the answers

    Which company is cited as an example of successful customer-focused marketing?

    <p>British Airways</p> Signup and view all the answers

    What is the primary purpose of strategic planning in a business?

    <p>To establish a structure for activities and respond to competition</p> Signup and view all the answers

    What does a business need to assess in the strategic planning process?

    <p>Its internal capabilities and external marketing opportunities</p> Signup and view all the answers

    Which framework helps a company define its purpose in strategic planning?

    <p>Business portfolio analysis</p> Signup and view all the answers

    What analysis is commonly used to evaluate a company's products or services in strategic planning?

    <p>SWOT analysis</p> Signup and view all the answers

    What are the factors that environmental scanning seeks to understand?

    <p>Future changes in marketing activities</p> Signup and view all the answers

    What is the primary purpose of marketing consortia in the tourism industry?

    <p>To create and develop collaborative products like joint rail tickets</p> Signup and view all the answers

    What type of strategic alliance involves cooperation with suppliers or distributors?

    <p>Vertical alliances</p> Signup and view all the answers

    Which of the following best describes the concept of franchising in the tourism industry?

    <p>Licensing franchisees to operate routes under a corporate brand</p> Signup and view all the answers

    What is a potential negative consequence of strategic alliances in the airline sector?

    <p>Risk of market domination resulting in higher prices</p> Signup and view all the answers

    What is an example of ancillary activities in the tourism sector?

    <p>Offering inclusive tour operations or cruise options</p> Signup and view all the answers

    What do Kotler and Armstrong suggest is vital for effective marketing?

    <p>Deep understanding of the customer</p> Signup and view all the answers

    Why is marketing research on tourist transport limited?

    <p>Focus is predominantly on the air transport sector</p> Signup and view all the answers

    What is one challenge of marketing in tourist transport?

    <p>Diversity of transport modes</p> Signup and view all the answers

    What is a characteristic of transport services sold as part of composite products?

    <p>Can be part of inclusive tours</p> Signup and view all the answers

    What is emphasized as a significant investment in marketing tourist transport?

    <p>Promotional material and advertising campaigns</p> Signup and view all the answers

    What has gained more importance in recent years compared to transport studies?

    <p>Marketing in tourism</p> Signup and view all the answers

    What do different sectors involved in tourist transport typically have?

    <p>Distinct marketing goals</p> Signup and view all the answers

    What aspect is crucial for companies to effectively market products and services in tourist transport?

    <p>Understanding consumer needs and desires</p> Signup and view all the answers

    What is the primary purpose of market analysis and forecasting?

    <p>To measure potential changes and volume in markets</p> Signup and view all the answers

    What does consumer research primarily focus on?

    <p>The positioning based on price sensitivity</p> Signup and view all the answers

    What aspect does distribution research primarily analyze?

    <p>Awareness of products by distributors</p> Signup and view all the answers

    What is a key benefit of marketing research in the transport sector?

    <p>It allows companies to continuously improve products and services</p> Signup and view all the answers

    In the context of tourist transport, what can be a strategy for improvement?

    <p>Highlighting unique features and offering discounts</p> Signup and view all the answers

    What are the two types of civil aviation?

    <p>Scheduled and Chartered</p> Signup and view all the answers

    What is the primary role of IATA?

    <p>To promote safe, regular, and economical air transport</p> Signup and view all the answers

    Where is the headquarters of ICAO located?

    <p>Montreal, Canada</p> Signup and view all the answers

    Which statement best describes the requirements for natural flight?

    <p>Wings and a strong power source are essential for flight</p> Signup and view all the answers

    What is one of the ICAO's objectives?

    <p>Develop international air transport plans</p> Signup and view all the answers

    Which force is primarily responsible for lifting a bird or plane upwards?

    <p>Lift</p> Signup and view all the answers

    What is the role of thrust in flight?

    <p>It moves an object forward.</p> Signup and view all the answers

    Which of the following correctly describes drag?

    <p>A force that opposes thrust.</p> Signup and view all the answers

    What causes weight in the context of flight?

    <p>Gravity pulling towards Earth's surface.</p> Signup and view all the answers

    In what scenario do gliders use gravity more efficiently?

    <p>When they fly at shallow angles.</p> Signup and view all the answers

    What is the first step in the strategic planning process?

    <p>Defining the organization's purpose.</p> Signup and view all the answers

    Which of the following is NOT a part of the SWOT analysis?

    <p>Trends</p> Signup and view all the answers

    What role does environmental scanning play in a company's strategic analysis?

    <p>It detects key uncertainties that might influence future marketing activities.</p> Signup and view all the answers

    Which of the following is an example of a marketing strategy?

    <p>Strategic alliances in the tourism sector.</p> Signup and view all the answers

    In which stage of strategic planning would a company perform a business portfolio analysis?

    <p>After setting objectives.</p> Signup and view all the answers

    What factors are analyzed during environmental scanning?

    <p>A combination of technology, economics, demographics, and politics.</p> Signup and view all the answers

    Which of the following is a method used to support and inform marketing strategy?

    <p>Marketing research.</p> Signup and view all the answers

    What force opposes weight during flight?

    <p>Lift</p> Signup and view all the answers

    Which force must be greater than drag for an object to maintain a constant speed?

    <p>Thrust</p> Signup and view all the answers

    What results from increasing thrust in a plane?

    <p>Acceleration</p> Signup and view all the answers

    What happens when thrust is reduced in a plane?

    <p>The plane descends</p> Signup and view all the answers

    When a plane flies straight at a constant speed, what must be true about lift and drag?

    <p>Thrust is equal to drag</p> Signup and view all the answers

    What is one key option for business growth identified by Horner and Swarbrooke?

    <p>Marketing Consortia</p> Signup and view all the answers

    Which of the following best defines Strategic Alliances in the context of the tourism sector?

    <p>Cooperation between businesses for mutual benefit</p> Signup and view all the answers

    Which of the following is NOT a form of cooperation in Strategic Alliances?

    <p>Vertical integration</p> Signup and view all the answers

    What type of alliance focuses on partnerships between producers and their distributors?

    <p>Vertical Alliances</p> Signup and view all the answers

    What potential market concern arises from concentrated alliances within the airline industry?

    <p>Higher prices and reduced competition</p> Signup and view all the answers

    Which business strategy involves purchasing equity in another company?

    <p>Acquisitions</p> Signup and view all the answers

    What is a primary benefit of Joint Ventures in expanding business operations?

    <p>Sharing resources and expertise</p> Signup and view all the answers

    Which of the following is an example of an ancillary activity?

    <p>Short-break cruise options for ferry operations</p> Signup and view all the answers

    Which type of alliance involves companies that are competitors or operate in different sectors?

    <p>Horizontal Alliances</p> Signup and view all the answers

    What role does marketing research play in business growth?

    <p>It drives better decision-making.</p> Signup and view all the answers

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