Tourism Marketing Review Questions
Course Introduction
Tourism Marketing explores the unique principles and practices required to effectively promote tourism destinations, products, and services. The course covers fundamental marketing concepts as they apply to the tourism sector, including market segmentation, targeting, positioning, and the development of marketing strategies. Students will learn about the role of branding, digital marketing, customer relationship management, public relations, and the use of social media in reaching and engaging travelers. Real-world case studies, current trends, and the challenges of sustainable tourism promotion are examined to equip students with practical skills for planning, implementing, and evaluating successful marketing campaigns within the dynamic global tourism industry.
Recommended Textbook Essentials of Services Marketing 3rd Edition by Jochen Wirtz
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15 Chapters
639 Verified Questions
639 Flashcards
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Chapter 1: Introduction to Services Marketing
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43 Verified Questions
43 Flashcards
Source URL: https://quizplus.com/quiz/2992
Sample Questions
Q1) The dramatic development of Government policies is the most important force transforming service markets
A)True
B)False
Answer: False
Q2) What are the eight common differences between products and services?
Answer: 1) Most service products cannot be inventoried, 2) intangible elements usually dominate value creation, 3) services are often difficult to visualize and understand, 4) customers may be involved in co-production, 5) people may be part of the service experience, 6) operational inputs and outputs tend to vary more widely, 7) the time factor frequently assumes great importance, and 8) distribution may take place through non-physical channels.
Q3) Developments in IT and communication include all of the following, except
A)User-generated content
B)Artificial technologies
C)Internet of Things
D)Social Changes
Answer: D
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Page 3
Chapter 2: Customer Behavior in a Services Context
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45 Verified Questions
45 Flashcards
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Sample Questions
Q1) The three stages in the consumer decision making process are ____________, ____________, and ____________.
A)pre-awareness stage, pre-purchase, purchase stage
B)pre-purchase stage, awareness stage, post-purchase stage
C)service encounter stage, pre-purchase stage, post-purchase stage
D)pre-purchase stage, awareness stage, purchase stage
E)pre-purchase stage, service encounter stage, post-purchase stage
Answer: E
Q2) Many caterers and Chinese restaurants use free trial to create more search attributes to assist prospective customers.
A)True
B)False
Answer: True
Q3) Give an example of a social risk involved in using a service. Answer: What will my friends think of me if they learned I used this service?
Q4) SERVQUAL is an instrument to measure customer loyalty. A)True
B)False
Answer: False
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Chapter 3: Positioning Services in Competitive Markets
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Sample Questions
Q1) Explain what a fully-focused and a market-focused strategy are and discuss the opportunities and risks inherent in selecting each strategy.
Answer: A fully-focused organization provides a limited range of services to a narrow and specific market segment. Opportunities in this strategy include developing recognized expertise that retains a competitive advantage over other firms. A risk is that the market may be too small to generate the volume of business necessary. A market-focused organization concentrates on a narrow segment with a wide range of services. This strategy offers the opportunity to sell multiple services to a single customer that enhances the value of promotional efforts. Managers need to ensure that the firm has the ability to excel at many different tasks and understand what services go together per customer purchasing practices and preferences.
Q2) Why is it possible to segment customers according to price levels?
Answer: Customers have different sensitivities to price. Price insensitive customers are willing to pay a relatively high price to obtain high levels of service. Price sensitive customers look for inexpensive service with relatively low levels of performance.
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Chapter 4: Developing Service Products Core and Supplementary Elements
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Sample Questions
Q1) Discuss how multi-brand strategies can succeed and what the strategies should be based on in the hotel industry.
Q2) ____________ supply the central, problem-solving benefit that customers seek.
A)Core products
B)Supplementary services
C)Delivery processes
D)Sustaining processes
E)Conditional services
Q3) FedEx Ground is an example of a(n) ____________.
A)branded house
B)endorsed brand
C)house of brands
D)sub-brand
E)clear strategy
Q4) Acompany's market positioning strategy helps to determine which supplementary service should be included.
A)True
B)False
Q5) Give an example of an exception.
Page 6
Q6) Describe the four types of "exceptions" listed in the chapter.
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Page 7
Chapter 5: Distributing Service through Physical and Electronic Channels
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Sample Questions
Q1) ____________ has become a popular way to expand delivery of an effective service concept, embracing all of the seven Ps, to multiple sites, without the level of investment capital that would be needed for rapid expansion of company-owned and managed sites.
A)The Internet
B)International trade
C)Franchising
D)Sole proprietorship
E)Limited partnership
Q2) The convenience of service factory locations and operational schedules assumes great importance when a customer has to physically present throughout the service delivery or even just to initiate and terminate the transaction.
A)True
B)False
Q3) Customers who look for functional aspects of a transaction prefer more convenience .
A)True
B)False
Q4) Discuss the roles that intermediaries play for service organizations.
Page 8
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Chapter 6: Setting Prices and Implementing Revenue Management
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Sample Questions
Q1) Psychological costs relate to unpleasant sensations affecting any of the five senses.
A)True
B)False
Q2) The pricing tripod consists of costs, competition and volume.
A)True
B)False
Q3) Firms that are always reacting to competitors' price changes run the risk of pricing higher than might really be necessary.
A)True
B)False
Q4) Customers will often pay more for services than they think they are worth.
A)True
B)False
Q5) Amazon.com is a good example of a firm that aggravated its customers with dynamic pricing.
A)True
B)False
Q6) Describe how rate fences should be used in a hair salon service.
Q7) Discuss how service firms can minimize non-monetary purchase costs.
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Chapter 7: Promoting Services and Educating Customers
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Sample Questions
Q1) _____________ technology facilitates the rise of user-generated content.
A)Podcasting
B)Narrowcasting
C)TiVo
D)YouTube
E)Web 2.0
Q2) Corporate design ties together and reinforces all communications to deliver strong brand identity.
A)True
B)False
Q3) Subjective claims in service marketing can be presented through a testimonial.
A)True
B)False
Q4) The timing of communication is typically managed with the help of a media plan.
A)True
B)False
Q5) Communication can be used to manage customers only at the pre-stage.
A)True
B)False
Q6) What is one of the most widely recognized corporate symbols in the world?
10
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Chapter 8: Designing and Managing Service Processes
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Sample Questions
Q1) How many "acts" does a meal at Chez Jean consist of?
A)One act
B)Two acts
C)Three acts
D)Four acts
E)Five acts
Q2) What are the acts that "restaurant drama" can be divided into?
Q3) Part of the challenge of implementing poka-yokes in service contexts is the need to address not only server errors, but also customer errors.
A)True
B)False
Q4) A key characteristic of service blueprinting is that it makes little or no distinction between what customers experience "front-stage" and the activities of employees and support processes "backstage."
A)True
B)False
Q5) Which aspect of service process redesign did FedEx employ when it transferred more than 50 percent of its transactions from call centers to its Web site?
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Chapter 9: Balancing Demand against Productive Capacity
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Sample Questions
Q1) Describe how optimum and maximum capacities may differ in the restaurant industry.
Q2) What are thee strategies that can be employed when considering a modification to the place and time of service delivery?
Q3) ____________ is usually the first variable to be proposed for bringing demand and supply into balance.
A)Price.
B)Place.
C)Personnel.
D)Product.
E)Promotion.
Q4) Supermarket employees are cross-trained as cashier and stockers to ______________.
A)manage patterns of demand
B)discourage undesirable demand
C)attend to shoppers when peak periods are
D)encourage shoppers to come to their supermarket
E)channel calls to medical services
Q6) What are the two basic approaches to fluctuating demand? Page 12
Q5) Describe what the term "yield" means in the context of a reservation strategy.
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Chapter 10: Crafting the Service Environment
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Sample Questions
Q1) Service consumers use service environment as an important quality proxy.
A)True
B)False
Q2) A spa environment should be designed with low arousal and high pleasantness.
A)True
B)False
Q3) Describe how movie theaters in the United States are responding to falling attendance.
Q4) According to Steve Broughton, the key to driving unwanted people away is
A)classical music
B)laws
C)direct recourse
D)indirect recourse
E)segmentation
Q5) Signs are frequently used to teach and reinforce behavioral rules in service settings.
A)True
B)False
Q6) Describe the design flaws of the new airport lounge in a major Asian city.
Page 14
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Chapter 11: Managing People for Service Advantage
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Sample Questions
Q1) Potential ways to reduce conflict and break down the barriers between departments include ____________.
A)transferring individuals internally
B)establishing cross-departmental and cross-functional project teams
C)establishing cross-departmental and cross-functional delivery teams
D)having management's commitment
E)All of the above
Q2) How can firms build a strong service culture?
Q3) All employees are eager to be empowered.
A)True
B)False
Q4) From the customer's perspective which of the following is the most important aspect of service?
A)Management's responsiveness to occurrences of failure.
B)Timely delivery of service.
C)Efficient handling of special requests.
D)The encounter with service staff.
E)A fair price.
Q5) What are the three levels of employee involvement?
Q6) Define service culture.
Page 15
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Chapter 12: Managing Relationships and Building Loyalty
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Sample Questions
Q1) Which of the following is NOT one of the key strategies used to reduce customer defections?
A)Eliminate nuisance customers.
B)Address key churn drivers.
C)Implement effective complaint handling and service recovery procedures.
D)Increase switching costs.
E)Analyze customer defections and monitor declining accounts.
Q2) Describe the difference between miles and points on British Airways.
Q3) Part of British Airways' strategy is that customers can earn BA points and air miles on other airlines.
A)True
B)False
Q4) Describe the wheel of loyalty.
Q5) Picking the "right" customers can enhance _____________.
A)Long-term revenues
B)Growth from referrals,
C)Employee satisfaction
D)All of the above.
Q6) Define loyalty in a service context.
Q7) Why do firms benefit from a price premium with loyal customers?
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Chapter 13: Complaint Handling and Service Recovery
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Sample Questions
Q1) Hampton Inn has developed a way to identify guests who appear to be cheating and give them a lot of personalized attention and follow-up from the company.
A)True
B)False
Q2) The Cheat is the kind of jaycustomer who delays payments.
A)True
B)False
Q3) The story about the desk clerk at the Marriott Long Wharf Hotel in Boston is a good example of what aspect of effective service recovery?
Q4) Which of the following services best represents how little complaining consumers actually do?
A)TARP
B)Land's End
C)Hampton Inn
D)FedEx
E)A public bus company
Q5) Describe the three complaint barriers for dissatisfied consumers and explain how a firm can reduce these barriers.
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Chapter 14: Improving Service Quality and Productivity
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Sample Questions
Q1) Higher productivity should lead to higher profitability through reduced customer turnover.
A)True
B)False
Q2) Explain what SERVQUAL is and how it is used in services.
Q3) Give an example of biometric test usage in a service environment.
Q4) The ____________ is the difference between what service providers believe customers expect and customers' actual needs and expectations
A)interpretation gap
B)standard gap
C)knowledge gap
D)service quality gap
E)internal communications gap
Q5) List the four ways to improve service productivity.
Q6) Discuss what the six sigma approach is and how it can be applied to service quality and productivity.
Q7) What is service quality?
Q8) Discuss the advantages of using a customer's physical characteristics to increase productivity in the delivery of service quality.
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Chapter 15: Building a World-Class Service Organization
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12 Verified Questions
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Sample Questions
Q1) What is required to transform a service firm from a service loser into a service leader?
Q2) Service leaders are recognized for innovation, focus, and excellence .
A)True
B)False
Q3) Market losers meet some quality expectations.
A)True
B)False
Q4) Senior executives see the quality of their employees as a strategic advantage. A)True
B)False
Q5) Customers patronize service ________ for reasons other than performance A)losers
B)non-entities
C)professionals
D)leaders
Q6) For service leaders, the function of human resources is to coach and facilitate the workers.
A)True
B)False
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