DR. MAZLINA JAMALUDIN BUDIAH KARMILIE CHE KADIR FARAASHIKIN AZMAN NOR ASHIKIN JAMAL TOURISM & HOSPITALITY MARKETING LET'S TEST YOUR UNDERSTANDING (FOR MALAYSIA POLYTECHNIC)
DR. MAZLINA JAMALUDIN BUDIAH KARMILIE CHE KADIR FARAASHIKIN AZMAN NOR ASHIKIN JAMAL TOURISM & HOSPITALITY MARKETING LET'S TEST YOUR UNDERSTANDING (FOR MALAYSIA POLYTECHNIC) PUBLISHED BY PUBLISHED BY
POLITEKNIK SULTAN IDRIS SHAH JABATAN PENDIDIKAN POLITEKNIK DAN KOLEJ KOMUNITI (JPPKK) KEMENTERIAN PENDIDIKAN TINGGI COPYRIGHT RESERVED Published 2024 No part of this book may be reproduced in any form and by any means including electronic, mechanical, photocopying, recording and so on without the written permission of the Author and Publisher of Sultan Idris Shah Polytechnic Published by Politeknik Sultan Idris Shah Sg. Lang, 45100 Sg Air Tawar, Selangor Darul Ehsan No. Tel : 03 3280 6200 No. Fax : 03 3280 6400 Laman web : https://psis.mypolycc.edu.my e ISBN 978-967-2860-84-6
Welcome to our comprehensive collection of assessments. In this book, we present thoughtfully crafted objective questions and essay questions that can serve as practice and self-evaluation for students' quick review. We want to express our heartfelt gratitude to all those who have contributed to the successful completion of this project. Your support and guidance have been invaluable, and we are thankful for your contributions to our work. Special thanks to our team members and lecturers at the Department of Tourism and Hospitality, Politeknik Sultan Idris Shah, for their valuable insights and feedback, which have significantly enriched our project. We also want to acknowledge the ideas and support from our students, whose assistance has been greatly appreciated. Your unwavering support has been a constant source of motivation throughout this journey. ACKNOWLEDGEMENT
LET'S CHECK YOUR COMPREHENSION. Marketing of tourism and hospitality (for MALAYSIA Polytechnic). Students will find this eBook very helpful for review. To assist students in preparing for their final test, it includes questions from previous years. With exams approaching, we hope this e-book may alleviate students' negative feelings such as hopelessness and worry. We anticipate that this e-book will reduce these negative emotions and foster happiness and hopefulness, which will peak during the exam and remain high thereafter. SYNOPSIS
AUTHORS DR. MAZLINA BINTI JAMALUDIN Senior Lecturer Community College Sungai Siput Perak BUDIAH KARMILIE BINTI CHE KADIR Senior Lecturer Politeknik Sultan Idris Shah Selangor FARAASHIKIN BINTI AZMAN Senior Lecturer Politeknik Sultan Idris Shah Selangor NOR ASHIKIN BINTI JAMAL Senior Lecturer Politeknik Sultan Idris Shah Selangor
CONTENT 01 02 03 04 05 06 07 INTRODUCTION TO MARKETING FOR HOSPITALITY AND TOURISM MARKETING MIX STRATEGIES MARKETING INFORMATION SYSTEM AND MARKETING RESEARCH MARKET SEGMENTATION AND POSITIONING MARKETING PLAN SALES DIRECT, ONLINE, SOCIAL MEDIA AND MOBILE MARKETING 9 - 20 21 - 49 50- 61 62 - 77 78 - 83 84 - 88 89 - 92
Discuss the foundation of marketing in tourism and hospitality industry CHAPTER 1 Introduction to Marketing for Hospitality and Tourism
VISION MISSION A. Product concept Konsep produk B. Production concept Konsep pengeluaran C. Selling concept Konsep jualan D. Basic concept Konsep asas 1. The following are the correct marketing concept EXCEPT: Berikut adalah konsep pemasaran yang betul KECUALI: VISION 9 2. Which one of the following BEST describes the human needs? Manakah antara berikut BETUL menerangkan keperluan manusia? A. Food Makanan B. French-fries Kentang Goreng C. Burger Burger D. Pizza Piza 1
VISION MISSION I. New product concepts and improvements Konsep produk baru dan penambahbaikan II. Advertising and promotion activities Aktiviti pengiklanan dan promosi III. A philosophy that stresses customer value and satisfaction Falsafah yang menekankan nilai dan kepuasan pelanggan IV. Planning sales campaigns Merancang kempen jualan 3. The term marketing can be interpreted as ______________ Istilah pemasaran ditafsirkan sebagai _______________ VISION A. I and II I dan II B. I, II and III I,II dan III C. II, III and IV II, III dan IV D. I, II, III and IV I, II, III dan IV 10 1
VISION MISSION A. Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return. Pemasaran adalah suatu proses yang mana syarikat mencipta nilai untuk pelanggan dan membina hubungan pelanggan yang kukuh untuk mengekalkan nilai daripada pelanggan sebagai balasan mana syarikat mencipta nilai untuk pelanggan dan membina hubungan pelanggan yang kukuh untuk mengekalkan nilai daripada pelanggan sebagai balasan B. Marketing is a business by which companies create value for customers and build strong customer relationships to capture value Pemasaran ialah suatu perniagaan yang mana syarikat mencipta nilai untuk pelanggan dan membina hubungan pelanggan yang kukuh untuk mendapatkan nilai C. Marketing is a process by which companies create products for customers and build strong customer relationships. Pemasaran ialah satu proses yang mana syarikat mencipta produk untuk pelanggan dan membina hubungan pelanggan yang kukuh D. Marketing is a process by which companies create value for customers. Pemasaran ialah satu proses yang mana syarikat mencipta nilai untuk pelanggan 4. Which statement describe the definition of marketing? Pernyataan yang manakah menerangkan definisi pemasaran? 11 1
VISION MISSION A. new product concepts and improvements. konsep produk baru dan penambahbaikan. B. advertising and promotion activities. aktiviti pengiklanan dan promosi. C. a philosophy that stresses customer value and satisfaction. falsafah yang menekankan nilai pengguna dan kepuasan. D. planning sales campaigns. kempen perancangan jualan. 5. The term marketing refers to ____ Terma pemasaran merujuk kepada _______ 12 6. Which item below is marketing orientation? Manakah item di bawah adalah orientasi pemasaran? A. Distribution Pengagihan B. Production concept Konsep pengeluaran C. Target market Pasaran sasaran D. Basic concept Konsep asas 1
VISION MISSION 1. (a) List FOUR (4) marketing concepts. Senaraikan EMPAT (4) konsep pemasaran. [4 marks] [4 markah] VISION (b) Discuss the difference between needs, wants and demands with examples. Bincangkan perbezaan antara keperluan, kehendak dan permintaan beserta dengan contoh. [6 marks] [6 markah] (c) We understand that marketing has become an essential part of all business industries to grow rapidly. Describe the importance of marketing in the era of competition in the tourism and hospitality industry. Kita memahami bahawa pemasaran telah menjadi bahagian penting dalam semua industri perniagaan untuk berkembang pesat. Terangkan kepentingan pemasaran dalam era persaingan di industri pelancongan dan hospitaliti. [10 marks] [10 markah] 13 STRUCTURED ESSAY 1
VISION MISSION 2. (a) List and describe TWO (2) marketing concepts. Senaraikan dan terangkan DUA (2) konsep pemasaran. [4 marks] [4 markah] VISION 1 (b) Explain FIVE (5) external environments for marketing. Terangkan LIMA (5) persekitaran luaran bagi pemasaran. [10 marks] [10 markah] (c) Marketing is building long-term relationships with the customer to capture value from customers in return. Provide THREE (3) importance of marketing. Pemasaran adalah membina hubungan jangka panjang dengan pelanggan bagi mendapatkan pulangan nilai daripada pelanggan. Berikan TIGA (3) kepentingan pemasaran. [6 marks] [6 markah] 14 STRUCTURED ESSAY
VISION ANSWER VISION MISSION 3. (a) Describe the differences between products and services. Jelaskan perbezaan antara produk dan perkhidmatan. [4 marks] [4 markah] 1 (b) Explain the defination of value, satisfaction and quality. Terangkan difinisi nilai, kepuasan dan kualiti. [6 marks] [6 markah] 15 1. D 2. A 3. D 4. A 5. C 6. B STRUCTURED ESSAY ANSWER (c) Describe the marketing orientation below: i. Product concept Konsep produk ii. Production concept Konsep pengeluaran iii. Marketing concept Konsep Pemasaran iv. Societal Marketing Concept Konsep Pemasaran Masyarakat v. Selling Concept Konsep Jualan [10 marks] [10 markah]
MISSION VISION 1 16 1. (b) Discuss the difference between needs, wants and demands with examples. [6 marks] Needs : states of deprivation like physical (food, clothing, safety) social (belonging and affection) and individual (knowledge and self-expression) Wants : form that needs take as they are shaped by culture and individual personality Demands : wants backed by buying power. the consumers’ desire to buy the product or service. 1. (a) List 4 marketing concepts: [4 marks] i. Production concept ii. Product concept iii. Selling concept iv. Marketing concept v. Societal marketing concept 1. (c) Provide THREE (3) importance of marketing. [6 marks] i. Influence on consumer purchasing. ii. Influence of information distribution to customers and retailers. iii. Influence the firm to generate revenue and earn profits through marketing functions. iv. Provide choices for customers/suppliers/agents to decide through competition using advertising and promotions. STRUCTURED ESSAY ANSWER
MISSION VISION 1 17 2. (b) Explain FIVE (5) external environments for marketing. [10 marks] i. Competitors the entrance of future competitors is often difficult to predict and can have a major effect on existing business ii. Demographic environment Involves people, age, gender, religion, occupation, income, etc. iii. Economic environment Consists of purchasing power, income, spending, demand, and supply. iv. Natural environment. Weather, Season, Minerals, Land and soils, Mountains, Sea, Sky, water (natural resources) v. Technology environment IoT, AI, speed of electrical supply, PC, IT system, etc. iv. Political environment Law, regulations, government, legislative, judges, (state, federal community-level government) vii. Cultural environment value, perception, beliefs, behavior, ethics, preferences. 2. (a) List and describe TWO (2) marketing concepts. [4 marks] Product - Product is anything that can be offered in a market - For attention, acquisition, use or consumption that might satisfy a need or want. Distribution channel - A distribution channel is a set of independent organizations involved in the process - of making a product or service available to the consumer or business user. STRUCTURED ESSAY ANSWER
VISION MISSION 3.(a) Describe the differences between products and services. [4 marks] 1. Product • Customer owned the product/goods • Product can be kept; product sample can be shown to the customer. * Customer is an ultimate user and not involved in production process 2. Services • Customer only has an experience regarding the service. The experience cannot be sold to other customers • Services are served at the specific time stated.it cannot be kept for later used. • Customer is part of production in services VISION 1 18 STRUCTURED ESSAY ANSWER 3.(b) Explain the definition of value, satisfaction and quality. [6 marks] Value: The ratio between what the customer receives and what they give. Customers receive benefits and incur costs. Product choice is guided by the value provided by the product. Satisfaction: The customer’s perceived performance from a product in comparison to their expectations. A customer is dissatisfied if the performance meets the expectations and delighted if the performance exceeds expectations. Quality: The perception of product excellence by customers, linked to customer satisfaction. Organizations adopt the concept of Total Quality Management (TQM) to continuously improve their product quality for customer satisfaction. Everyone is committed and involved in satisfying customer needs through quality improvement.
MISSION VISION 1 STRUCTURED ESSAY ANSWER 3.(c) Describe the marketing orientation below: [10 marks] i. Product Concept: Consumers prefer existing products and product forms. A strategy that prioritizes quality, assuming consumers will purchase and use products as long as they maintain high quality. ii. Production Concept: Customers are more attracted to products that are readily available and purchasable for less than competing products. This approach aims to maximize production efficiency while reducing costs to align with customers’ pricing preferences. iii. Marketing Concept: A company’s ability to compete and achieve maximum profits by marketing how delivers better value = through the product. Customer needs and ensuring satisfaction by responding to their demands. iv. Societal Marketing Concept: This concept holds that the organization’s task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors (this is the original Marketing Concept). Additionally, it holds that this all must be done in a way that preserves or enhances the consumer’s and the society’s well-being. v. Selling Concept: An organization must, therefore, undertake an aggressive selling and promotion effort. This concept assumes that consumers typically show buying inertia or resistance and must be coaxed into buying. It also assumes that the company has a whole battery of effective selling and promotional tools to stimulate more buying. Most firms practice the selling concept when they have overcapacity. They aim to sell what they make rather than make what the market wants. 19
a. Organize tourism and hospitality products b. Organize tourism and hospitality price, place, promotion, people, packaging, programming, partnership (8P) CHAPTER 2 Marketing Mix Strategies
VISION MISSION A. Product Produk B. Promotion Promosi C. Target market Pasaran sasaran D. Pricing Penentuan harga 1. Which of the following is NOT an element of the marketing mix? Manakah antara berikut, BUKAN merupakan unsur campuran pemasaran? VISION A. Pricing Penentuan harga B. Promotion Promosi C. Distribution channel Saluran pengedaran D. Product development Pembangunan produk 2. Newsletters, catalogs, and invitations to organization-sponsored events are most closely associated with the marketing mix activity of _____________. Surat, katalog dan jemputan ke acara tajaan organisasi paling rapat dikaitkan dengan aktiviti campuran pemasaran ____________. 21 2
VISION MISSION 3. Choose the definition of marketing mix: Pilih definisi campuran pemasaran: VISION 22 I. Set of controllable tactical marketing tools - product, price, place and promotion that the firm blends to produce the response it wants in the target market. Set alat pemasaran taktikal yang boleh dikawal - produk, harga, tempat dan promosi yang digabungkan oleh firma untuk menghasilkan tindak balas yang dikehendaki dalam pasaran sasaran. II. A series of business decisions that aid in selling a product Satu siri keputusan perniagaan yang membantu dalam penjualan produk. III. The relationship between a firm’s marketing strengths and its business weaknesses. Hubungan antara kekuatan pemasaran firma dan kelemahan perniagaannya. IV. A blending of four strategic elements to satisfy specific target markets. Gabungan empat elemen strategik untuk memenuhi sasaran pasaran tertentu. A. I and II I dan II B. I and III I dan III C. III and IV III dan IV D. I and IV I dan IV 2
MISSION VISION A. The prices that an organization charges for its products must strike a balance between gaining acceptance with the target market and making a profit for the organizations. Harga yang dikenakan oleh organisasi untuk produknya mesti mencapai keseimbangan antara mendapat penerimaan dengan pasaran sasaran dan membuat keuntungan untuk organisasi. B. The pricing of products and services is the key to encourage consumption. Penetapan harga produk dan perkhidmatan adalah kunci untuk menggalakkan pengguna. C. The pricing element of the marketing mix is unique because it is the only one that directly affects an organization’s revenue and its profit. Elemen penentuan harga campuran pemasaran adalah unik kerana ia adalah satu-satunya yang secara langsung mempengaruhi pendapatan organisasi dan keuntungannya. D. The fields of finance and economics have much to contribute in setting prices. Bidang kewangan dan ekonomi mempunyai banyak sumbangan dalam menetapkan harga. 4. Based on the above statement, pricing for the successful marketing of any product or service can be obtained by: Merujuk kepada pernyataan di atas, penetapan harga untuk kejayaan pemasaran mana-mana produk atau perkhidmatan boleh diperolehi dengan: 23 Many business failures are due to incorrect pricing strategies (Irefin et al., 2013) Banyak kegagalan perniagaan adalah disebabkan oleh strategi peletakan harga yang salah (Irefin et al., 2013) 2
MISSION VISION A. It is a strategic weapon for long-range planning in tourism. Ia merupakan senjata strategik untuk perancangan jangka panjang dalam pelancongan. B. It reduces the risk to the consumer at the point of purchase by signaling the expected quality and performance of an intangible product. Ia mengurangkan risiko untuk pengguna pada titik pembelian dengan menandakan kualiti dan prestasi yang dijangkakan bagi produk tidak ketara. C. It facilitates accurate marketing segmentation by attracting some consumer segments and repelling others. Ia membantu memudahkan segmentasi pemasaran yang tepat dengan menarik beberapa segmen pengguna dan menolak yang lain. D. It makes it easier for financial units to set prices for each brand. Memudahkan unit kewangan menetapkan harga bagi setiap jenama. VISION 5. Having a strong, and recognizable brand consistently helps to differentiate the company from competitors within the marketplace. Branding in tourism offers other specific advantages EXCEPT: Mempunyai jenama yang kukuh dan dikenali secara konsisten membantu membezakan syarikat daripada pesaing dalam pasaran. Penjenamaan dalam pelancongan menawarkan kelebihan khusus lain KECUALI: 24 2
VISION MISSION I. Organizational and marketing objectives. Objektif organisasi dan pemasaran. II. Material cost. Kos bahan. III. Tourist income Pendapatan pelancong IV Competition Persaingan 6. Which of the following factors determine the price setting? Manakah antara berikut menentukan penetapan harga? VISION A. I and II I dan II B. II and III II dan III C. II and IV II dan IV D I, II, III and IV I, II, III dan IV 25 2
VISION MISSION I. Marketing objectives. Objektif pemasaran. II. Strategy Strategi III. Cost Kos IV Organization Organisasi 7. Select the internal factors in price setting. Pilih faktor-faktor dalaman bagi penentuan harga. VISION A. I and II I dan II B. II and III II dan III C. II and IV II dan IV D I, II, III and IV I, II, III dan IV 26 2
MISSION VISION A. To work together to achieve a common purpose or undertake a specific task and to share risks. responsibilities, resources, competencies, and benefits. Bekerjasama untuk mencapai tujuan bersama atau melaksanakan tugas tertentu dan berkongsi risiko, tanggungjawab, sumber, kecekapan dan faedah. B. To have more people in a business can also be complicated for decision-making and decreased profits. Mempunyai lebih ramai orang dalam perniagaan juga boleh menjadi rumit untuk membuat keputusan dan mengurangkan keuntungan. C. Liability may be less for limited partners but general partners retain full liability among the owners for their actions as well as all other general partners. Liabiliti mungkin berkurangan untuk pekongsi terhad tetapi perkongsi am mengekalkan liabiliti penuh di kalangan pemilik untuk tindakan mereka sendiri serta semua pekongsi am yang lain. D. Disagreement between equally sharing partners. Percanggahan pendapat antara rakan kongsi. VISION 8. Figure out the most importance of partnership for growth in the tourism industry based on the above statements: Kenalpasti kepentingan perkongsian yang paling penting untuk pertumbuhan dalam industri pelancongan berdasarkan pernyataan di atas: 27 The best way to grow a business and gain attention for your brand is to team up with another company. Partnering gives both parties access to the other's set of skills and resources. Cara terbaik untuk mengembangkan perniagaan dan mendapatkan perhatian jenama anda ialah bekerjasama dengan syarikat lain. Perkongsian memberikan setiap pihak akses kepada set kemahiran dan sumber. 2
MISSION VISION A. The idea that consumers will favor products that offer the most quality, performance, and features. Idea bahawa pengguna akan memilih produk yang menawarkan kualiti, prestasi dan ciri yang paling tinggi. B. The idea that consumers will favor available products or highly affordable. Idea bahawa pengguna akan memilih produk yang tersedia atau sangat berpatutan. C. The idea that achieving organizational goals depends on knowing the needs and wants of the target market and delivering the desired satisfaction better than competitors. Idea bahawa mencapai matlamat organisasi bergantung pada mengetahui keperluan dan kehendak pasaran sasaran dan menyampaikan kepuasan yang diinginkan lebih baik daripada pesaing. D. The idea that consumers will not buy enough of the firms’ products unless it undertakes a large-scale selling and promotion effort. Idea bahawa pengguna tidak akan membeli cukup produk firma melainkan ia menjalankan usaha penjualan dan promosi secara besar-besaran. 9. Which of the following is TRUE about the selling concept? Antara berikut, yang manakah BENAR tentang konsep jualan? 28 2
MISSION VISION A. Service quality depends on who provides service, and where and when they are provided. Kualiti perkhidmatan bergantung kepada siapa yang menyediakan perkhidmatan dan bila serta di mana ia disediakan. B. Service providers and customers must be present to ensure the transaction process to occur. Pembekal perkhidmatan dan pelanggan mesti hadir bagi memastikan proses transaksi berlaku. C. Services cannot be touched, tasted or experienced before consumption. Perkhidmatan tidak boleh disentuh, dirasa atau dialami sebelum digunakan. D. Service cannot be owned, and cannot be stored. Perkhidmatan tidak boleh dimiliki, dan tidak boleh disimpan. 10. Which of the following refers to the ‘variability of service’ characteristics? Manakah antara berikut merujuk kepada ciri-ciri 'kepelbagaian perkhidmatan'? 29 2
MISSION VISION A. A brand is a name, term, sign, symbol, or combination of these elements that are intended to identify goods or services of a seller. Jenama ialah nama, istilah, simbol atau gabungan elemen ini yang bertujuan untuk mengenal pasti barangan atau perkhidmatan penjual. B. A brand is a name, term or combination of these elements that are intended to identify goods or services of a seller. Jenama ialah nama, istilah atau gabungan elemen ini yang bertujuan untuk mengenal pasti barangan atau perkhidmatan penjual. C. A brand is a name, term, sign, symbol, design or combination of these elements that are intended to identify goods or services of a seller and differentiated them from competitors. Jenama ialah nama, istilah, simbol, reka bentuk atau gabungan elemen ini yang bertujuan untuk mengenal pasti barangan atau perkhidmatan penjual dan membezakannya daripada pesaing. D. A brand is a name, term, sign, symbol, design or combination of these elements that are intended to identify goods or services of a seller. Jenama ialah nama, istilah, simbol, reka bentuk atau gabungan elemen ini yang bertujuan untuk mengenal pasti barangan atau perkhidmatan penjual. 11. Which of the following is TRUE about branding? Manakah antara berikut BETUL mengenai penjenamaan? 30 2
MISSION VISION A. Competitors think the company is trying to grab market share. Pesaing berfikir syarikat cuba untuk mengaut syer pasaran. B. Competitors think the company wants the whole country to cut prices to increase total demand. Pesaing berfikir syarikat ingin seluruh negara menurunkan harga bagi meningkatkan permintaan. C. Competitors might think the company is doing poorly and trying to boost sales. Pesaing mungkin berfikir syarikat semakin teruk dan cuba untuk meningkatkan jualan. D. Competitors think the company wants the whole industry to cut prices to increase total demand. Pesaing mungkin berfikir syarikat ingin seluruh industri untuk menurunkan harga bagi meningkatkan permintaan. VISION 12. Which of the following is FALSE about competitors' reaction to price changes? Manakah antara berikut SALAH mengenai reaksi pesaing terhadap perubahan harga? 31 2
MISSION VISION A. Advertising Pengiklanan B. Public Relations Hubungan Pelanggan C. Personal Selling Jualan Persendirian D. Direct Marketing Pemasaran Terus VISION 13. The above promotion tools statement refer to ____________ Penerangan alatan promosi di atas merujuk kepada ________ 32 Any paid form of non-personal presentation and promotion of ideas, good, or services by an identified sponsor. Sebarang bentuk persembahan bukan peribadi dan promosi idea, barangan atau perkhidmatan berbayar oleh penaja yang dikenal pasti. 2
VISION MISSION A. Production Produksi B. Segmentation Segmentasi C. Communication Komunikasi D. Public relation Perhubungan awam 14. Which of the following is the element of the promotion mix? Antara berikut yang manakah merupakan elemen dalam campuran promosi? VISION 33 15. The component used to communicate with customer in the traditional marketing mix is ________________________. Komponen yang digunakan untuk berkomunikasi dengan pelanggan di dalam percampuran pasaran tradisional adalah _________________________. A. people orang B. product barang C. promotion promosi D. price harga 2
VISION MISSION A. Suitable for product such as television Sesuai untuk mengedar produk seperti telivisyen B. Very limited number of intermediaries Bilangan pengantara yang sangat terhad C. General used for item such as tobacco product, gas and soap Secara umumnya digunakan untuk barangan seperti produk tembakau, gas dan sabun D. Seller wants to maintain control over the service level and product offered Penjual ingin mengawal tahap perkhidmatan barangan yang ditawarkan. 16. Which of the following describes an intensive distribution strategy? Yang manakah antara berikut menerangkan tentang strategi pengedaran intensif? 34 17. Select the objectives of advertising Pilih objektif pengiklanan A. Informative, persuasive Maklumat, persuasif B. Informative Bermaklumat C. Persuasive Persuasif D. Advertise Mengiklankan 2
VISION MISSION A. Personal selling Jualan peribadi B. Merchandising Barangan perniagaan C. Direct marketing Pemasaran langsung D. Sales promotion Promosi jualan 18. The above statements refer to advantages of ___________ Penyataan di atas merujuk kepada kelebihan ____________ 35 An interactive system of marketing that uses one or more advertising media to affect a measurable response at any location. Sistem pemasaran interaktif yang menggunakan satu atau lebih media pengiklanan untuk mempengaruhi respons yang boleh diukur di mana-mana lokasi. 2
VISION MISSION 1. (a) What is the meaning of a distribution channel? Apakah maksud saluran pengedaran? [2 marks] [2 markah] VISION 2 (b) Discuss the characteristics of the following tourism product and services: i. Intangible ii. Inseparable iii. Perishable Bincangkan ciri-ciri produk dan perkhidmatan pelancongan berikut: i. Tidak ketara ii. Tidak boleh dipisahkan iii. Mudah rosak [6 marks] [6 markah] (c) A product has its life expectancy, the product will go through stages of the Product Life Cycle. Sketch and describe (5) stages of the Product Life Cycle. Sesuatu produk mempunyai jangka hayatnya sendiri, produk itu akan melalui pringkat Kitaran Hayat Produk. Lakar dan huraikan LIMA (5) peringkat Kitaran Hayat Produk. [12 marks] [12 markah] 36 STRUCTURED ESSAY
VISION MISSION 2. (a) Define the following terms: Definisikan terma-terma berikut: i. Product Produk ii. Distribution Channel Saluran Pengedaran iii. Price Harga iv. Promosi Pengiklanan [4 marks] [4 markah] VISION 2 (b) Describe THREE (3) major promotion tools in tourism and hospitality marketing. Terangkan TIGA (3) alatan promosi utama dalam pemasaran pelancangan dan hospitaliti. [6 marks] [6 markah] 37 STRUCTURED ESSAY
VISION MISSION 3. (a) Describe THREE (3) marketing mix. Terangkan TIGA (3) campuran pemasaran. [6 marks] [6 markah] VISION 2 (b) Discuss THREE (3) advantages of promotion in tourism and hospitality industry. Bincangkan TIGA (3) kelebihan promosi bagi industri pelancongan dan hospitaliti. [6 marks] [6 markah] 38 STRUCTURED ESSAY (b) Describe TWO (2) level of marketing channels. Terangkan DUA (2) aras saluran agihan pemasaran. [4 marks] [4 markah] 4. (a) Describe the meaning of distribution channel. Terangkan maksud saluran agihan. [2marks] [2 markah] (c) Explain FIVE (5) roles of distribution channel. Terangkan LIMA (5) peranan saluran agihan. [10 marks] [10 markah]
MISSION 1. D 2. D 3. D 4. A 5. D 6. C 7. D 8. A 9. D 10. A 11. C 12. B 13. A 14. D 15. C 16. D 17. A 18. C 2 39 ANSWER
MISSION VISION 2 40 1. (a) What is the meaning of a distribution channel? [4 marks] A distribution channel is a set of independent organizations involved in the process of making a product or service available to the consumer or business . Distribution system are traditionally used to move goods (tangible products) from the manufacturer to the consumer. ei. move the customer to the product: the hotel, restaurant, cruise ship, or airplane. 1. (b) Discuss the characteristics of the following tourism product and services. i. Intangible: services cannot be seen, tasted, felt, heard, or smelled before purchased. ii. Inseparable: services can not be separated from their providers. Inseparability means both the employee and the customer are often part of the product iii. Perishable: Services can not be stored for later sale or use. The perishability of services describes the real time nature of the product. iv. Variability: Quality of services depends on who provides them and when, where and how. v. Lack of Ownership: Service cannot be owned and store like a product. Services are used/hired for a period STRUCTURED ESSAY ANSWER
MISSION VISION 2 41 STRUCTURED ESSAY ANSWER 1. (c) Sketch and describe (5) stages of the Product Life Cycle. [12 marks] Product Life Cycle (PCL), the course that a product’s sales and profits take over its lifetime. The PLC has five distinct stages: 1. Development - Begins when the company finds and develops a new product. - During product development, sales are zero and the company’s investment costs add up. 2. Introduction - A period of slow sales growth as the product is introduced in the market. - Create product awareness and trial. 3. Growth - A period of rapid market acceptance and increasing profits. - Rapidly rising sales. 4. Maturity. - A period of slowdown in sales growth because the product has achieved acceptance by most potential buyers. - Profits level off or decline because of increased marketing outlays to defend the product against competition. 5. Decline - A period when sales fall off and profits drop. - The strategy here must reduce expenditure and milk the brand.
MISSION VISION 2 42 STRUCTURED ESSAY ANSWER 1. (c) Product Life Cycle PLC Sketch
MISSION VISION 2 43 2. (a) Define the following terms: [4 marks] i. Product: - Product is anything that can be offered in a market - For attention, acquisition, use, or consumption that might satisfy a need or want. ii. Distribution Channel - A distribution channel is a set of independent organizations involved in the process. - Making a product or service available to the consumer or business user. iii. Price - It is the amount of money charged for a product or service. - It is the sum of all the values that consumers give up in order to gain the benefits of having or using a product or service. - It is the only element in the marketing mix that produces revenue; all other elements represent costs iv. Promotion - The promotion mix is the specific blend of advertising, public relations, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships. 2. (b) Describe THREE(3) major promotion tools in tourism and hospitality marketing. [6 marks] i. Advertising Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor such as broadcast, print, internet, and outdoor. ii. Sales promotion Short-term incentives to encourage the purchase or sale of a product or service such as discounts, coupons, displays STRUCTURED ESSAY ANSWER
MISSION VISION 2 44 iii. Public relation Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image and handling or heading off unfavorable rumors, stories, and events such as press releases, sponsorships, special events iv. Personal selling Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships such as sales presentations, trade shows and incentive programs. v. Direct marketing Making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships — through the use of direct mail, telephone, direct-response television, e-mail, and the Internet to communicate directly with specific consumers.
MISSION VISION 2 45 3. (a) Describe THREE (3) marketing mix in tourism and hospitality. [6 marks] The marketing mix is the set of controllable tactical marketing tools — product, price, place, and promotion—that the firm blends to produce the response it wants in the target market: 1. Product. - Anything that can be offered to a market for attention, acquisition, use, or consumption. - Satisfies a want or a need. - Some examples of products are such as Physical Products, Services, Persons, Places, Organizations, Ideas or combinations of the above 2. Price - It is the amount of money charged for a product or service. It is the sum of all the values that consumers give up to gain the benefits of having or using a product or service. - It is the only element in the marketing mix that produces revenue; all other elements represent costs 3. Place - A marketing channel (Distribution Channel) is a set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user. - To get the products and services to consumers where, when, and how they prefer them. - A good distribution system will result in a smooth flow of products and services to consumers, while at the same time, achieving the firm’s goals concerning market coverage, sales and profitability. 4. Promotion - The promotion mix is the specific blend of advertising, public relations, personal selling, and direct marketing tools that the company uses to persuasively communicate customer value and build customer relationships.
MISSION VISION 2 46 5. Packaging - The combination of related and complementary services into a single-price offering. 6. Programming - The development of special activities, events, or programs to increase customer spending, or to give added appeal to a package or other hospitality / travel service. 7. People - Two main group of people in hospitality and travel marketing: Guests: Customers Hosts: Those who work within hospitality and travel organizations - Communicate to guests what to expect in the service delivery. - Give the organization’s employees a clear idea of what is expected of them in serving guests. 8. Partnership - A cooperative promotions and other cooperative marketing efforts by hospitality and travel organizations. There are multiple type of partners such as Customers (loyalty card, frequent flyers, etc.) Organizations in the same business (Pizza Hut & KFC, Car rental, hotels, etc.) - Organizations in related businesses (Car rental & Airlines) - Organizations in non-related businesses (Air Asia & M.U, Hotel & Car rental etc.). Digital alliances (internet, FB, Twitter, etc.)
MISSION VISION 2 47 QUESTION 3 (b) Discuss THREE (3) advantages of promotion in tourism and hospitality industry [6 marks] Promoting your brand will help you in many different ways: a) Increase brand awareness b) Provide appropriate information c) Increase Customer Traffic d) Build sales and profits Not only these but promotions will also help your company to introduce products easily in the ever-so-competitive market. a) Increasing brand awareness Promotions help in creating brand awareness. With the help of various media like the television, billboards, radio or local newspaper news, you can spread across information about your brand and company, which helps people to find out more about you and look into your products and make purchases. b) Segment Identification If your promotional and marketing strategy is loosely structured, it might not be successful in targeting the “right” audiences. Having a full-proof and well-thought-out promotional strategy and marketing plan can help you identify different segments of consumers in the market and offer suitable solutions for your clients. c) Increasing customer traffic Promotion also helps in increasing customer traffic. The more you promote your brand, the more will the customers know about you and your company and the more will they be interested in your products. Promotion can be done even by giving out free samples which work wonders for customers! They try your product and ultimately, come to you and make purchases.
MISSION VISION 48 QUESTION 4 (a) Describe the meaning of distribution channel. [2 marks] A distribution channel is a set of independent organizations involved in the process of making a product or service available to the consumer or business user. A set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user. QUESTION 4 (b) Describe TWO (2) level of marketing channels. [4 marks] Manufacturer - Consumer Manufacturer - Retailer - Consumer Manufacturer - Wholesaler - Retailer - Consumer Manufacturer - Wholesaler - Jobber - Retailer - Consumer QUESTION 4 (c) Explain FIVE (5) roles of distribution channel. [10 marks] a) Information: Gathering and distributing marketing research and intelligence information about the marketing environment b) Promotion: Developing and spreading persuasive communications about an offer c) Contact: Finding and communicating with prospective buyers d) Matching: Shaping and fitting the offer to the buyer’s needs, including such activities as manufacturing, grading, assembling and packaging e) Negotiation Agreeing on price and other terms of the offer so that ownership or possession can be transferred f) Physical Distribution: Transporting and storing goods g) Financing: Acquiring and using funds to cover the costs of channel work h) Risk Taking: Assuming financial risks such as the inability to sell inventory at full margin
Organize marketing information system and marketing research CHAPTER 3 Marketing Information System and Marketing Research