CORK INSTITUTE OF TECHNOLOGY
INSTITIÚID TEICNEOLAÍOCHTA CHORCAÍ
Semester 1 Examinations 2009/10
Module Title: Introduction to Tourism Marketing
Module Code:
TOUR 6015
School:
Hospitality
Programme Title:
Bachelor of Business in Tourism – Year 2
Programme Code:
FTOUR_7_Y2
External Examiner(s):
Internal Examiner(s):
Instructions:
Dr. Catriona Murphy
Ms. M. Benson
Answer Question One and any TWO other questions
Duration:
2 Hours
Sitting:
Winter 2009
Requirements for this examination:
Note to Candidates: Please check the Programme Title and the Module Title to ensure that you have received the
correct examination paper.
If in doubt please contact an Invigilator.
Page 1 of 2
Q1.
(a) Explain giving examples within the tourism industry the various
orientations/philosophies a firm can take towards the marketplace.
(20 marks)
OR
(b) Explain how the service characteristic of “intangibility” affects consumers and what
are the implications of this for tourism marketing managers.
(20 marks)
OR
(c) Using any tourism business evaluate the macro environmental factors that may be
affecting this business maintain successful transactions with its target customers.
(20 marks)
Q2.
(a) “The marketing mix for services is different” (Middelton and Morrison). Explain what
the marketing mix is and using any example within the tourism industry outline each of
the elements of this mix.
(28 marks)
(b) Gronroos argued that service marketing not only required external marketing. Identify
and briefly explain the other forms of marketing involved.
Q3.
(12 marks)
(a) Explain the difference between a brand mark and a trademark.
(10 marks)
(b) Identify the desirable characteristics a brand should have.
(10 marks)
(c) Explain the problems destination marketers' face when branding a destination as opposed
to other kinds of tourism products.
Q4.
Illustrate and describe in detail the stages and marketing strategies of the Product Lifecycle.
Examples should be given with reference to the tourism industry.
Q5.
(20 marks)
(40 marks)
(a) Both internal and external factors affect pricing decisions in tourism organisations.
Identify and explain each of these factors.
(25 marks)
(b) Explain the concept of “price bundling” and outline the advantages and disadvantages of
this strategy for the tourism industry.
Page 2 of 2
(15 marks)