[pic]TOURISM MARKETING & PROMOTION
TOURISM MARKETING & PROMOTION
Instructions to candidates:
Time allowed: Three hours (plus an extra ten minutes’ reading time at the start – do not write anything during this
Answer any FIVE questions
All questions carry equal marks. Marks for each question are shown in [ ]
Discuss the information you will expect to find in the main sections of a typical tourism development plan and provide examples to support your recommendations.
Define the term marketing mix and explain how different elements of the mix can be integrated effectively.
Explain the importance of market segmentation to marketing-orientated organisations and discuss TWO segmentation methods used by organisations in the travel and tourism industry.
How can Public Relations activities contribute to the marketing of travel and tourism products and services?
As a marketing consultant you have been asked to advise one of your clients on the following topics:
Importance of Marketing Research
What information would you provide to your client?
Discuss the marketing activities you would associate with EACH stage of the Product Life Cycle and summarise the importance of the Product Life Cycle to marketing management.
Write notes on THREE of the following:
Travel agency manuals
Catalogues and brochures
Above-the-line advertising media
Summarise the structure of the travel trade and highlight its importance to the marketing operations of travel and tourism companies.
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