Introduction to Tourism and Hospitality Marketing Flashcards

A set of 50 fill-in-the-blank flashcards covering Chapter 1: Introduction to Tourism and Hospitality Marketing.

In the past, marketing was associated with only __________ and selling.

advertising

A highly successful establishment makes marketing a concern of __________ employee of the establishment.

every

Most tourism marketing focuses on __________ travel as opposed to business travel.

leisure

Tourism marketing focuses primarily on __________ and experiences at a destination.

activities

Cultural attractions like museums and theaters, theme parks, zoos, and tour companies use __________ marketing.

tourism

Hospitality marketing focuses on the __________ relationship.

guest/host

Unlike tourism marketing, hospitality marketing is equally applicable to both business travel and __________ travel.

leisure

In hospitality marketing, there is a much stronger emphasis on fostering strong and meaningful __________ relationships.

customer

Hotels, resorts, bed and breakfasts, restaurants and cafes, and event spaces use __________ marketing.

hospitality

The unique characteristics of tourism products include intangible, inseparable, variable, perishable, seasonal, and __________.

substitutable

Tourism products are __________ because they cannot be touched, smelled, tasted, felt, or heard prior to purchase.

intangible

Unlike consumer products, tourism products cannot be subjected to prior __________ before purchase.

scrutiny

The tourism product is __________ because the consumer must personally go to where the product and service are located.

inseparable

Since what is being sold in tourism is the __________, the product and the consumer must be in the same place.

experience

The tourism experience is __________ because it is likely to be different depending on when it is availed, who one is with, and how service providers deliver it.

variable

In the context of tourism, perishability refers to not being able to forward __________ to the next day.

inventory

Tourism products become perishable when they can no longer be consumed today even when no one consumed them the day __________.

before

Seasonality in tourism refers to weather conditions as well as __________ patterns of the travel market.

behavioral

Intensified marketing during the __________ season will help increase demand for tourism products.

lean

Differences in rates throughout the year help airlines and resorts manage capacity and yield to maximize __________.

profitability

With new destinations emerging globally, tourism products are __________ because one destination can easily replace another.

substitutable

Tourism is classified as a high involvement product because it is expensive, complex, and __________.

unrepeatable

Low involvement products are described as inexpensive, simple, and __________.

familiar

According to P. Kotler, et.al. (2017), marketing is the process by which companies create value for customers and build strong relationships in order to capture __________ from customers in return.

value

According to P. Kotler (2002), marketing is a __________ process where individuals and groups obtain what they need and want through creating and exchanging products and value with others.

social

Kotler, Bowens, and Makens (2010) define marketing as the art and science of finding, retaining, and growing __________ customers.

profitable

According to the American Marketing Association (2013), marketing includes the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging __________ that have value.

offerings

A Marketing Information System enables an organization to compile an updated set of information about its customers, __________, and the organization's capability.

competitors

Marketing Planning involves an analysis of the marketing environment in relation to the __________ of one's business.

potential

Marketing strategies help increase business by obtaining the best fit between the company's resources and its target market __________.

position

Planning Tactical Campaigns ensures that practical and realistic tactical campaigns are conducted in support of the comprehensive __________ strategy.

marketing

Marketing Operations involves fine-tuning the __________ as campaigns unfold to ensure activities are conducted as planned.

marketing mix

Monitoring and Control involves the ongoing process of evaluating __________ data and financial performance versus marketing activities.

sales

In addition to sales and financial evaluation, Monitoring and Control includes handling customer __________ and coordination with staff.

feedback and complaints

Gathering information about customers to better serve their needs and improve decision-making is called Marketing Information __________.

Management

The core marketing function that involves planning to ensure resources are available to maintain and improve the business is __________.

Financing

The core marketing function of __________ ensures that the value and cost of goods and services offered will be at a level customers are willing to pay.

Pricing

The core marketing function that prepares various strategies to introduce and sell products to customers is __________.

Promotion

Product/Service Management involves designing, developing, maintaining, improving, and __________ products and services.

acquiring

The core marketing function responsible for bringing products and services to customers in the best way possible is __________.

Distribution

The ultimate measure of marketing success is __________.

Selling

Crucial tasks in selling include strategies for following up on sales, closing the sale, and making a __________ sale.

repeat

According to Kotler (2010), marketing facilitates the __________ process and the development of relationships.

exchange

In the Marketing Mix, Product or Service refers to what the company offers to satisfy a consumer's want or __________.

need

Price includes the cost of the product and the __________ the seller wishes to make.

profit

In the Marketing Mix, __________ refers to the means by which the product or service reaches the consumer.

Place

Promotion is the strategic plan by which customers are informed about a product or service and its __________.

value

In the Marketing Mix diagram shown, the blue circle at the center surrounded by Product, Price, Place, and Promotion is labeled __________.

TARGET MARKET

Because of its unique characteristics, tourism and hospitality marketing can no longer be taught using __________ marketing concepts.

generic

Chapter 1 of the Visayas State University lecture on Introduction to Tourism and Hospitality Marketing was prepared by Joy Mae S. __________.

Laciste