Tourism Marketing & Promotion

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Instructions to candidates:
a)Time allowed: Three hours (plus an extra ten minutes’ reading time at the start – do not write anything during this time) b)Answer any FIVE questions
c)All questions carry equal marks. Marks for each question are shown in [ ]

1.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.[20]

2.Define the term marketing mix and explain how different elements of the mix can be integrated effectively.[20]

3.Explain the importance of market segmentation to marketing-orientated organisations and discuss TWO segmentation methods used by organisations in the travel and tourism industry. [20]

4.How can Public Relations activities contribute to the marketing of travel and tourism products and services? [20]

5.As a marketing consultant you have been asked to advise one of your clients on the following topics: a)Importance of Marketing Research
b)Primary data
c)Secondary data
What information would you provide to your client? [20]

6.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. [20]

7.Write notes on THREE of the following:
a)Travel agency manuals
b)Catalogues and brochures
c)Direct marketing
d)Above-the-line advertising media [20]

8.Summarise the structure of the travel trade and highlight its importance to the marketing operations of travel and tourism companies. [20]

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