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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 IN HOSPITALITY AND TOURISM MANAGEMENT
HTM 307: HOSPITALITY MARKETING

DATE: Thursday 10th September, 2009
TIME: 11.00 a.m. – 1.00 p.m.

INSTRUCTIONS
Attempt ALL questions (70 marks).

1.
Explain the difference between the following:-
i)
The Marketing Concept and the Product Concept. [5 marks]
ii)
Geographic segmentation and psychographic segmentation of the market. [5 marks]
iii)
Product width and product depth. [5 marks]
iv)
Promotional pricing and Discount allowance pricing strategies. [5 marks]
2.
Discuss 5 factors that influence Channel Design Decisions. [10 marks]
3.
Discuss 5 advantages of maintaining ‘service quality’ in the hospitality industry. [20 marks]
4.
Discuss five individual factors that influence consumer buying behavior. [20 marks]




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