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Btm 312: Strategic Marketing Management Question Paper

Btm 312: Strategic Marketing Management

Course:Bachelors Of Science In Tourism Management

Institution: Maasai Mara University question papers

Exam Year:2017

MAASAI MARA UNIVERSITY
REGULAR UNIVERSITY EXAMINATIONS
2016/2017 ACADEMIC YEAR
THIRD YEAR FIRST SEMESTER

SCHOOL OF TOURISM AND NATURAL RESOURCE MANAGEMENT
BACHELORS OF TOURISM MANAGEMENT

COURSE CODE: BTM 312
COURSE TITLE: STRATEGIC MARKETING MANAGEMENT

DATE: 27.01.2017. TIME: 11AM-1PM

INSTRUCTIONS TO CANDIDATES

Answer ALL questions in section A and any other THREE in section B.

SECTION A: COMPULSORY. (25 MARKS)

Question 1

a) State and explain the significance of marketing tourism products (6 marks)

b) Briefly outline any 6 PS used in tourism service marketing (6 marks)

c) Discuss the unique characteristics of tourism products (5 marks)

d) Highlight the significance of market segmentation (4 marks)

e) Briefly discuss the functions of public relations in marketing (4 marks)

SECTION B: ANSWER ANY THREE QUESTIONS. (45 MARKS)

Question 2
a) State and explain any SIX characteristics of a good market segment (7 marks)

b) Evaluate the various methods of marketing segmentation (8 marks

Question 3
a) Examine the pricing strategies that can be used by a tour firm (7 marks)

b) The use of technology in tourism service marketing is inevitable. Discuss (8 marks)

Question 4
a) Outline the role of marketing communication in a tourism establishment (7 marks)

b) Marketing research is a process. Discuss (8 marks)

Question 5
Briefly discuss marketers in tourism and hospitality need to understand the components of service marketing triangle and service marketing mix (15 marks)

Question 6
a) Discuss the different methods of setting price for tourism products (8 marks)

b) Highlight the objective of personal selling (7 marks)

//END

Btm 312: Strategic Marketing Management Question Paper

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