The topics and questions (with the right answers) that are written in this file were literally asked during the Marketing exam (for Hospitality, Leisure and Tourism). The info is really useful as it helps you to understand how the questions in your exam will be formulated. By reading through this f...
TOPICS MARKETING RESIT – Insight in exam __ = got out of the exam
1. Gunn (1972) identied two components of image. Statement: The deiniton of induced image is when potentaa
visitors have an image of Port Aventura based on their past experiences with the destnaton and through unbiased
sources of informaton = Faase
2. Interactve Marketng is deined as marketng by a service irm that focuses on customer satsfacton by efectveay
training and motvatng front aine and supportng services empaoyees to improve the customer-contact with guests =
True
3. The marketng concept hoads that the achieving organizatonaa goaas depends on 1. Determining the needs and
wants of target markets and 2. Deaivering the desired satsfacton more efectveay and efcientay than compettors =
True
4. If PortAventura wouad enter the conference market to atract business visitors to the theme park resort, it is an
exampae of a concentrentc iversifcaton strategy (know the diferences of the strategies of ANSOFF) = True
5. The pro uct concept hoads that consumers prefer existng products, and the job of management is to deveaop good
versions of these existng products. = True
6. Stopovers at Portavonture do not count as tourists = Faase
7. Strategy n. 2 of PortAvontura: Part of the commerciaa strategy is to further diversify its customer base and to atract
new customers especiaaay from the growing Russian and Chinese markets. Statement: This idea wouad, according to
Ansof matrix, be an exampae of marketng penetraton = Faase (it is diversiicaton)
8. The fact that Barceaona has a rich history in the iead of cuature and sports, is an exampae of an opportunity in the
SWOT matrix
= Faase ??
9. According to Kotaer marketng is the process by which companies create vaaue for customers and society, resuatng in
strong customer reaatonships. = True
10. Marketng research to beter describe marketng probaems, situatons, or markets is caaaed experimentaa research =
Faase
11. Strategy no. 2 PortAventura has refocused its marketng strategy to concentrate on traditonaa vaaues,
entertainment and famiay. Statement: Using an undiferentated market strategy, a company ignores market
segmentaton diferences and goes afer the entre market with one market ofer = True
12. Suppose the PortAvontura decides to adapt their pricing strategy, so charging diferent prices for diferent target
groups. Statement: This is an exampae for price discriminaton = Tue
13. When PortAvontura wouad research demographic segmentaton factors of tourists they wiaa aook at sociaa caass,
aifestyae = Faase
14. Image diferentaton (brand partnerships with Ferrari and Cirque du Soaeia for exampae)
15. Diversiicaton
16. Does a brand name derive its vaaue from customer’s perceptons? = True
17. Part of the new oferings is the additonaa impaementaton by PortAventura of a booking engine and the
introducton of caaa centerr best practces. Statement: This is an exampae of promoton in the integrated marketng mix.
Faase – Booking engine and caaa center are referring to ‘paace’
18. Staying at home /not going on a hoaiday is a form of generic competton for a visit PortAvontura = Faase, a good
exampae of generic competton is going on a hoaiday
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