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Marketing Principles In Hospitality And Tourism Industry(Dhtm 046) Question Paper

Marketing Principles In Hospitality And Tourism Industry(Dhtm 046)

Course:Education

Institution: Kenya Methodist University question papers

Exam Year:2012

TIME : 2 HOURS

Instruction:
Answer any four questions in the answer booklet provided.
Question One
Define the term ’marketing’
(2mks)
Briefly explain three universal functions of marketing.
(3mks)
Using a figure, discuss the stages of a hospitality travel product-life cycle.
(10mks)

Question Two
State the importance of marketing to an economy.
(3mks)
Outline two functions of distribution channels for hospitality and tourism products.
(2mks)
Discuss five service characteristics that affect the marketing of hospitality and travel products.
(10mks)

Question Three
Briefly explain the marketing mix.
(4mks)
Explain the term ’market segmentation’
(2mks)
Discuss the criteria for consumer markets segmentation.
(9mks)

Question Four
Distinguish between
Value-based and competition-based pricing.
(2mks)
Cost-plus and target profit pricing.
(2mks)
Giving relevant examples, discuss the promotion mix tools used in hospitality and tourism industry.
(11mks)

Question Five
Explain any two concepts under which marketing activities in companies are conducted.
(4mks)
Explain the macro-environmental factors and the micro-environmental factors affecting marketing strategies in an organization.
(11mks)

Question Six
Suggest three external factors influencing pricing decisions in an organization.
(3mks)
Outline any two pricing strategies for a new hospitality and travel product.
(2mks)
Discuss the basis for product differentiation.
(10mks)

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