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 (B)</p> Signup and view all the answers

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

<p>British Airways (C)</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 (A)</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 (C)</p> Signup and view all the answers

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

<p>Business portfolio analysis (A)</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 (C)</p> Signup and view all the answers

What are the factors that environmental scanning seeks to understand?

<p>Future changes in marketing activities (C)</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 (B)</p> Signup and view all the answers

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

<p>Vertical alliances (A)</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 (A)</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 (A)</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 (C)</p> Signup and view all the answers

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

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

Why is marketing research on tourist transport limited?

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

What is one challenge of marketing in tourist transport?

<p>Diversity of transport modes (C)</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 (A)</p> Signup and view all the answers

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

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

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

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

What do different sectors involved in tourist transport typically have?

<p>Distinct marketing goals (A)</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 (C)</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 (B)</p> Signup and view all the answers

What does consumer research primarily focus on?

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

What aspect does distribution research primarily analyze?

<p>Awareness of products by distributors (D)</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 (D)</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 (C)</p> Signup and view all the answers

What are the two types of civil aviation?

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

What is the primary role of IATA?

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

Where is the headquarters of ICAO located?

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

What is one of the ICAO's objectives?

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

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

<p>Lift (B)</p> Signup and view all the answers

What is the role of thrust in flight?

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

Which of the following correctly describes drag?

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

What causes weight in the context of flight?

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

In what scenario do gliders use gravity more efficiently?

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

What is the first step in the strategic planning process?

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

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

<p>Trends (C)</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. (C)</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. (A)</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. (B)</p> Signup and view all the answers

What factors are analyzed during environmental scanning?

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

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

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

What force opposes weight during flight?

<p>Lift (C)</p> Signup and view all the answers

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

<p>Thrust (A)</p> Signup and view all the answers

What results from increasing thrust in a plane?

<p>Acceleration (A)</p> Signup and view all the answers

What happens when thrust is reduced in a plane?

<p>The plane descends (A)</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 (B), Lift is equal to weight (C)</p> Signup and view all the answers

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

<p>Marketing Consortia (C)</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 (D)</p> Signup and view all the answers

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

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

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

<p>Vertical Alliances (A)</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 (D)</p> Signup and view all the answers

Which business strategy involves purchasing equity in another company?

<p>Acquisitions (C)</p> Signup and view all the answers

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

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

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

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

What role does marketing research play in business growth?

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

Flashcards

Tourist Transport Marketing

The study of how consumers choose to travel, including factors that influence their decisions and the types of marketing strategies used to attract them.

Understanding the Customer

Involves understanding the motivations of tourists, their needs and desires, and using this knowledge to develop effective marketing strategies.

Marketing in Tourist Transport

Marketing efforts in tourist transport focus on creating appealing and accessible experiences for tourists.

Marketing as a Social Process

The process of exchanging products or services to satisfy needs and wants. It requires a deep understanding of the customer.

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Transport Studies vs. Marketing Studies

Transport studies often focus on the practical aspects of transportation, such as operational efficiency and logistics, while marketing studies investigate how to attract and retain customers.

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Add-on Services in Transportation

Companies are increasingly adding value to their core transport services by offering additional benefits or experiences to attract customers.

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Composite Products in Tourist Transport

Tourist transport can be marketed as a stand-alone service or as part of a larger package deal, like an all-inclusive tour.

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Diversity of Transport Modes

The diversity in transport methods (air, rail, road, water) in tourism makes it challenging to create one-size-fits-all marketing strategies.

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Marketing

The process of understanding and fulfilling customer needs and desires to successfully deliver products or services.

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Customer-centric approach

Focuses on understanding and responding to customer needs in order to increase sales and profits.

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Transport operators with add-on services

Transport providers who focus on offering additional services beyond basic transportation, to better meet customer needs.

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Transport forms of distribution and promotion

The various strategies used to promote and distribute transport services, including advertising, online platforms, and partnerships.

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Importance of marketing in transportation

Marketing plays a growing role in the transportation sector, as operators seek to differentiate themselves through enhanced offerings and innovative strategies.

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Strategic Planning in Tourism

Strategic planning in tourism involves understanding your business's strengths and weaknesses, analyzing your competition, and identifying opportunities in the market. It's about aligning your company's resources with the changing needs of tourists.

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SWOT Analysis

A SWOT analysis is a framework used in strategic planning to assess your company's internal strengths and weaknesses and external opportunities and threats. It helps you understand your competitive landscape and plan accordingly.

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Environmental Scanning

Environmental scanning analyzes factors that can impact your tourism business in the future. It helps you understand trends, identify potential obstacles and opportunities, and adapt your strategy accordingly.

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Driver Analysis

Driver analysis is a tool used in environmental scanning to understand the driving forces that are likely to shape the tourism sector in the future. It helps you identify key trends and anticipate future challenges.

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Business Framework

An organized framework to define your business's purpose, customers, and their needs, helping you focus your strategic planning efforts. This helps you understand what you do, who you serve, and what they value.

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Strategic planning

The process of developing and maintaining a strategic fit between a company's goals, capabilities, and changing market opportunities.

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Business portfolio analysis

Analyzing a company's products or services based on its own expertise and how competitor offerings might affect it.

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Marketing consortia

A collaborative marketing effort between two or more companies.

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Strategic alliance

An agreement between two or more companies to cooperate on a specific project or venture.

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Acquisition

A firm's strategy of acquiring or merging with another company.

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Joint venture

A business arrangement in which two or more parties agree to share resources, risks, and profits to achieve a common goal.

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Joint Ventures in Tourism

Combining efforts of different companies to create a new carrier, often involves sharing resources and expertise.

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What is weight?

The force that pulls everything towards the Earth's surface, making objects have weight.

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What is lift?

The force that opposes weight, allowing planes and birds to stay airborne. It is generated by air moving over and under wings.

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Marketing Consortia in Tourism

A group of companies collaborating to offer a joint product, like a multi-country rail pass.

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Franchising in Tourism

A company extends its brand by allowing other businesses to operate routes under its name and branding.

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What is thrust?

The force that propels objects forward. For birds, it is generated by their muscles. For planes, it is powered by engines.

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What is drag?

The force that opposes thrust, caused by air resistance. It depends on the object's shape, air density, and speed.

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Strategic Alliances in Tourism

Companies working together, often through marketing agreements or technical collaborations.

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Ancillary Activities in Tourism

Adding extra features or services that enhance a core product, like offering tours or cruises in addition to ferry transportation.

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What is drag?

The force that acts in the opposite direction of thrust, caused by the resistance of air against the object's movement.

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Market analysis and forecasting

A process used to understand the volume, value, and potential changes within a market. It helps companies assess specific segments and their position within the market.

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Consumer Research

Analyzing specific market segments, such as price sensitivity, and how a company can position itself within these segments.

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Distribution Research

Analyzing distributor awareness of a company's products.

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Evaluation Studies

Investigating consumer satisfaction to understand strengths and weaknesses in a product or service.

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Marketing Research and The Transport Sector

Using various techniques to understand and satisfy customer needs to improve services and products offered. It is essential for companies to stay connected with their customers and understand their needs.

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Scheduled Airlines

Airlines that operate regular flights based on set schedules, offering predictable travel options.

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Chartered Flights

A type of air travel where a third party, like a tour operator, rents an entire aircraft for a specific period of time.

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What is the IATA?

A global association focused on promoting safe, efficient, and affordable air travel worldwide. They also work with the ICAO.

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What is the ICAO?

A United Nations agency responsible for setting international air navigation standards, promoting safe and orderly growth of air transport.

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What is needed for flight?

To fly requires wings and engines for lift and propulsion. Humans and animals lack the natural ability for flight under normal circumstances.

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Weight

The force that pulls an object downwards due to gravity.

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Lift

The force that opposes weight, pushing an object upwards, enabling flight.

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Drag

The force that opposes motion, slowing an object down.

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Thrust

The force that propels an object forward, overcoming drag.

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Balanced forces

When lift equals weight and thrust equals drag, the object maintains a constant speed and altitude.

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Horizontal Alliances

A type of strategic alliance where businesses within the same industry work together, aiming to increase their market share or reach.

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Vertical Alliances

A type of strategic alliance involving partnerships between producers and their distributors or suppliers, focused on improving internal operations.

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Franchising

Using an established brand name and business model to expand reach and market influence. This often involves licensing franchisees.

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Ancillary Activities

Adding extra services or activities related to the core business to create value. This can attract more customers and increase revenue.

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Marketing Research

A powerful tool for gathering information about customers, markets, and competitors to make better decisions in a growing business.

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Concentrated Market

A situation where a few large companies or consortia dominate a market, potentially leading to higher prices and less competition.

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