True/False
Indicate whether the sentence or statement is true or
false.
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1.
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Destination marketing efforts are critical to all types of visitors to a
destination.
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2.
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The
traditional “4Ps of marketing” include product, place, promotion and price.
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3.
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“Intermediaries” in the tourism industry refers to tour operators and trade
show management companies.
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Multiple Choice
Identify the letter of the choice that best
completes the statement or answers the question.
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1.
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Bruce
Poon Tip is quoted as disagreeing with the suggestion that “…ecotourism means ‘leave
only footprints’…”. He suggests that a. | one should not even leave
footprints. | b. | ecotourism must,
by definition, be small-scale. | c. | ecotourism can be extended to include 10,000 cruise ship
passengers in small groups. | d. | ecotourism is inherently a misnomer, and wilderness areas
should be off-limits to tourists. | | |
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2.
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“Tourism is a powerful economic force” because it provides, among other
things, a. | a considerable
number of full-time jobs. | b. | an excellent opportunity to showcase Canada to the rest of
the world. | c. | jobs and training
for youth. | d. | income and foreign
exchange. | | |
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3.
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Tourism
and hospitality tends to incorporate both goods and services (also described as tangible and
intangible products). Services are uniquely different from goods in that they tend to
be a. | intangible, inseparable, heterogeneous, and
perishable. | b. | incorrigible,
separable, costly, and variable. | c. | invariable, non-perishable, kept in inventory, and
tangible. | d. | prone to
failure. | | |
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4.
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Interactive marketing refers to a. | the “moment of truth”, when customer and service
provider interact. | b. | web-based advertising that allows a customer to make a
reservation on-line. | c. | telemarketing, as the customer and service provider get to
talk to one another. | d. | direct sales through either the web or postal
service. | | |
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5.
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The
services marketing mix has been expanded from the traditional “4 Ps” to include 3 more
“Ps”. One of these additional Ps is ______ and it, as an example, includes
______. a. | people;
branding. | b. | process; customer
involvement. | c. | physical evidence;
employee training. | d. | price; discounts. | | |
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6.
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Basically, the tourism industry in Canada considers _____ kinds of tourism. They
are _________________________. a. | two; inbound and outbound. | b. | two; international and domestic. | c. | three; national, provincial, and municipal
(city). | d. | three;
international tourism, outbound tourism, and domestic. | | |
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7.
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The
“Open Skies Policy”, to which Canada is a signatory, means that a. | airlines must agree to certain regulations before they will
be allowed to land at Canadian airports. | b. | airlines, not governments, decide which transborder routes
they can fly. | c. | discount airlines
cannot be discriminated against by government-owned airlines. | d. | Canada’s airline policy now better reflects the
realities of the 21st century. | | |
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8.
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There
are 10 key players in Canada’s tourism industry. One of these is
“accommodation”. Which of the following statements is false regarding
this sector? a. | The ownership of
the major hotels in Canada is widely distributed among many individual and portfolio
investors. | b. | Branding has
become increasingly important. | c. | Hotels and motels account for approximately 88% of
traveller accommodation revenue, while other types, such as B&B, account for the remaining
12%. | d. | Second-home
ownership is still growing in Canada. | | |
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9.
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The
marketing environment consists of both a macro- and microenvironment. The macroenvironment
includes a. | political forces
and customer markets. | b. | stakeholders and legal forces. | c. | competitive and technological
forces. | d. | cultural forces
and marketing channel firms . | | |
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10.
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The
“greying market” (the over-50 segment) in Canada comprises nearly ___ % of the national
population.
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11.
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The
family travel market a. | is looking very strong in Canada for the foreseeable
future, but not terribly promising in the worldwide market. | b. | is being impacted internationally solely by fears of
terrorism. | c. | is booming
throughout North America and Europe and continues to grow significantly. | d. | is second only to business travel in importance to
Canada’s tourism receipts. | | |
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12.
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As the
exchange rate for a given country, against the Canadian dollar, becomes unfavourable for the given
country, a. | Canadians will pay
more to enjoy a vacation in the given country. | b. | Canadians will be more inclined to travel within
Canada. | c. | residents of the
given country will pay less for a Canadian vacation. | d. | residents of the given country will pay more for a Canadian
vacation. | | |
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13.
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The
single most dramatic force shaping the tourism and hospitality industry is a. | demographics. | b. | terrorism. | c. | technology. | d. | marketing. | | |
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14.
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Cultural trends, which are tracked through “psychographics”, include such
things as a. | an aging
population. | b. | increases in the
minimum wage. | c. | concerns for the
environment. | d. | All of the
above. | | |
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15.
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Services marketing (recall the Services Marketing Triangle) a. | works to develop, promote, and deliver
services. | b. | addresses product,
promotion, and price. | c. | involves the company, the stakeholders, and government
regulators. | d. | uses demographic
and psychographic information to develop an advertising campaign. | | |
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Matching
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a. | cultural environment | f. | microenvironment | b. | demographics | g. | services marketing mix | c. | economic forces | h. | services marketing triangle | d. | macroenvironment | i. | tourism market | e. | marketing | | | | |
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1.
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a
market that reflects the demands of consumers for a very wide range of travel and hospitality
products
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2.
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the
process of planning and executing the conception, pricing, promotion, and distribution of ideas,
goods, and services to create exchanges that satisfy individual (customer) and organizational
objectives
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3.
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the
original four P’s of the marketing mix—product, place, promotion, and price—plus the
people, the physical evidence, and the process
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4.
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a model
that illustrates the three interlinking groups that work together to develop, promote, and deliver
services: the company, the customer, and the provider
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5.
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forces
close to the organization that can affect its ability to serve its customers: the organization
itself, marketing channel firms, customer markets, and a broad range of stakeholders or
publics
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6.
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the
larger societal forces that affect the microenvironment: competitive, demographic, economic,
environmental and natural, technological, political, cultural and social, and legal
forces
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7.
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statistics that describe the observable characteristics of individuals
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8.
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those
that will affect consumer purchasing power and spending patterns
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9.
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institutions and other forces that affect society’s basic values, perceptions,
preferences, and behaviours
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