CORK INSTITUTE OF TECHNOLOGY
INSTITIÚID TEICNEOLAÍOCHTA CHORCAÍ
Semester 1 Examinations 2014/15
Module Title: Introduction to Tourism Marketing
Module Code:
TOUR 6015
School:
Humanities
Programme Title:
Bachelor of Business in Tourism – Year 2
Bachelor of Business (Honours) in Tourism – Year 2
Programme Code:
FTOUR_7_Y2
FTRSM_8_Y2
External Examiner(s):
Internal Examiner(s):
Instructions:
Ms Deirdre Cole
Ms Maria Benson
Answer Question One and any TWO other questions
Duration:
2 Hours
Sitting:
Winter 2014
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 3
Q1. (a)
Describe the unique characteristics of tourism services that make them unique from
goods. In your answer briefly discuss the implications of these characteristics for both
customers and marketing managers.
(20 marks)
OR
(b)
The marketing mix for services is different, outline briefly each element of the marketing
mix for services and discuss how this model could be applied to a company of your
choice.
(20 marks)
OR
(c)
Distinguish between the five management philosophies/orientations businesses can take
towards the marketplace
Q2.
(20 marks)
“While managers can control the marketing mix, they cannot control the elements in the
external environment that continually mould and reshape the target market”, (Lamb et al,
2011).
Examine the macro and micro environmental forces that must be constantly monitored by all
tourism organisations. Provide examples where possible
Q3. (a)
Explain, with the aid of a diagram, the different stages of the product life cycle,
identifying a tourism product at each stage.
(b)
(40 marks)
(24 marks)
Discuss the appropriate marketing mix strategies at each stage of the product Lifecycle.
(16 marks)
Page 2 of 3
Q4. (a)
Explain the difference between a brand mark and a trademark.
(6 marks)
(b)
Identify the desirable characteristics a brand should have.
(10 marks)
(c)
What are the advantages of branding tourism and travel products?
(24 marks)
Q5. Answer any Two of the following:
(20 marks each)
(a)
Apply the different levels of a product to either an airline product or a holiday package.
(b)
Using examples discuss in detail any two common pricing strategies used by tourism
organisations
(c)
Both internal and external factors affect pricing decisions in tourism organisations.
Identify and explain each of these factors.
(d)
Using examples in the tourism industry explain each the following terms:
(i) Vertical Integration
(ii) Forward Integration
(iii) Backwards Integration
(iv) Horizontal Integration
Page 3 of 3