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Hospitality Marketing Question Paper

Hospitality Marketing

Course:Bachelor Of Science In Hospitality Management

Institution: Kenyatta University question papers

Exam Year:2009

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR
OF SCIENCE (HOSPITALITY AND TOURISM MANAGEMENT)

HTM 308: HOSPITALITY MARKETING

DATE: WEDNESDAY 26TH AUGUST 2009
TIME: 11.00 A.M. – 1.00 P.M.
INSTRUCTIONS:
SECTION A, ATTEMPT ALL QUESTIONS (50MARKS)
1.
a)
Explain the difference between the following:
i)
The societal marketing concept and production concepts. [5marks]
ii)
Behavioural segmentation and psychographic segmentation of the market. [5marks]
iii)
Product line and product mix. [5maks]
iv)
Segmented pricing and marketing skinning pricing strategy. [5marks]
2.
Discuss 4 attributes that the hospitality consumer considers when purchasing a product/service. [8marks]
3.
Explain the six stages that a newly introduced menu item will go through in the market place and the possible marketing strategies that can be adopted to each stage. [12marks]

SECTION B (CHOOSE ONE QUESTION)
4.
Explain five positive contributions to the society that can be achieved through corporate social responsibility. [20marks]
5.
Describe five challenges to marketing in the hospitality and tourism industry. [20marks]
6.
Discuss five psychological factors that influence consumer buying behaviour Give examples in each case. [20marks]