True/False
Indicate whether the sentence or statement is true or
false.
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1.
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The
product life cycle is a relatively straight-forward theory with almost universal
applicability.
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2.
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The new
service development (NSD) model proposed by Scheuing and Johnson provides an excellent management
tool, if followed closely, for small entrepreneurial tourism and hospitality firms.
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3.
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The
“maturity” stage of the product life cycle tends to last the longest of all stages for most
products or services.
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4.
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Canada’s original Ice Hotel, located northeast of Quebec City, was moved from its
original site in order to give the guests something to do.
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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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Servicescape refers to a. | the quality of service provided by staff to
guests. | b. | the array of
on-going service training that management provides to front-line staff. | c. | add-on services such as credit terms, guarantees, and car
parking. | d. | the physical
evidence of a tourism product. | | |
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2.
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Two of
the most basic decisions a tourism organization must make are: what business is it in, and what
product mix is appropriate. When the CTC promotes all regions of Canada, this is an example
of a. | several markets / single product for
all. | b. | single market /
single product. | c. | single market/multi-product mix. | d. | several markets/multi-product mixes for
each. | | |
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3.
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The
decision on which product mix option to adopt depends on factors such as a. | strength and value of consumer demand, and level of
competition in the market. | b. | the features and benefits of a
product. | c. | market resiliency
and stage in the product life cycle. | d. | a product’s servicescape and the financial resources
available to refresh the servicescape. | | |
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4.
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According to marketing theory, the three levels of a product offering
are a. | tangible product, intangible product, bundled
product. | b. | core product,
tangible product, augmented product. | c. | main product, secondary product, tertiary
product. | d. | generic product,
specific product, service element. | | |
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5.
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Among
the signs that a product or service is in the maturity stage of the product life cycle
are a. | heavy competition and minimal need for
advertising. | b. | withdrawal from
the market. | c. | a focus on luring
customers away from competitors. | d. | All of the above. | | |
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6.
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Positioning is the bedrock of product management. In order to be effective, it
should a. | position the
product such that consumers can relate it to another product for
comparison. | b. | direct all of the
marketing functions of a business, including advertising, promotion, pricing, and distribution
channels. | c. | include a
positioning strategy statement of price, quality, and target market. | d. | focus on only one clear positioning strategy such as
position relative to target market. | | |
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7.
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Branding a. | helps to solve problems of consistency and competitive
analysis. | b. | has been a
widespread concept for over 200 years. | c. | can offer the consumer relevant added
value. | d. | only applies to
tangible products and not to services. | | |
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8.
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One
view of new product development suggests that a company’s options include a. | market development, market penetration, product
development, and diversification. | b. | re-branding, re-positioning, increased advertising, and
revised marketing strategy. | c. | international acquisition, and international
expansion. | d. | re-positioning,
re-branding, and new advertising. | | |
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9.
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An
organization’s servicescape can influence both employees and customers in cognitive, emotional,
and physiological ways. Cognitive responses would include a. | a customer’s description of a place as
“gloomy”. | b. | a customer’s description of a place as too
noisy. | c. | a customer’s
discomfort in a place that they find too cold. | d. | a customer’s beliefs about a place and the products
found in that place. | | |
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10.
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Branding has been particularly successful in hotel and restaurant marketing because
it a. | adds to the “snob appeal”
factor. | b. | is an inexpensive
way to increase market share. | c. | eliminates the need to become part of a
franchise. | d. | offers either an
implicit or explicit guarantee to the consumer. | | |
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11.
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Roots,
the popular clothing retailer, launched an airline in 2000, with its first flight in 2001. This
venture was ultimately unsuccessful. The term used to describe this kind of strategic failure
is a. | brand dilution. | b. | brandicide. | c. | brand extension. | d. | brand failure. | | |
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12.
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“Packaging” in the travel industry has grown in popularity over the years
because it a. | benefits the
consumer through added convenience and value, and benefits the business through increased
revenue. | b. | eliminates
intermediaries and thereby allows overall lower pricing. | c. | appeals to consumers. | d. | has been adopted by businesses and generally forced on
consumers. | | |
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Matching
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a. | augmented product | i. | packaging | b. | brandicide | j. | positioning | c. | benefits | k. | positioning statement | d. | core product | l. | product life cycle analysis | e. | diversification | m. | product mix | f. | features | n. | servicescape | g. | market development | o. | tangible product | h. | market penetration | p. | tourism and hospitality products | | | | |
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1.
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a group
of selected components or elements brought together in a “bundle” to satisfy needs and
wants
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2.
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the
basic need function served by the generic product
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3.
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the
specific features and benefits residing in the product itself— styling, quality, brand name,
design, etc
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4.
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the
add-ons that are extrinsic to the product itself but which may influence the decision to
purchase
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5.
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the
environment in which the service is delivered and in which the firm and customer interact, and any
tangible components that facilitate performance or communication of the service
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6.
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the
portfolio of products that an organization offers to one market or several
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7.
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the
objective attributes of a tourism product
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8.
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the
rewards the product gives the consumer
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9.
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a way
of plotting products or services to identify what stage they are at in their life cycle; a valuable
way of reviewing a product’s past and current position and making predictions about its
future
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10.
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establishing an image for a product or service in relation to others in the
marketplace
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11.
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a
phrase that reflects the image an organization wants to create.
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12.
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the
process of taking a well-known brand and extending it into a new area that will “kill” the
brand
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13.
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the
process of combining two or more related and complementary offerings into a single-price
offering
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14.
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modifying an existing product for the current market
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15.
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identifying and developing new markets for current products
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16.
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seeking
opportunities outside the present business
Answers:
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