MISSION VISION 1. The above statement match the description of __________ Pernyataan di atas dapat disesuaikan dengan penerangan bagi _____________ A. Exploratory Research Kajian Pengenalan B. Descriptive Research Barangan perniagaan C. Causal Research Pemasaran langsung D. Sales promotion Promosi jualan 50 Gather preliminary information to help define the problem and suggest hypotheses. Mengumpulkan maklumat awal bagi membantu mendefinisikan masalah dan cadangan hipotesis 2. State the FALSE statement on the importance of market research in the hospitality industry. Nyatakan kenyataan yang SALAH tentang kepentingan penyelidikan pasaran dalam industri hospitaliti. A. To assure product feasibility. Untuk memastikan kebolehpasaran produk. B. To create better marketing campaigns. Untuk mencipta kempen pemasaran yang lebih baik. C. To understand brand reputation. Untuk memahami reputasi jenama. D. To review staff salaries. Untuk menyemak gaji kakitangan. 3
MISSION VISION 2. The above statement provide the information of __________ Pernyataan di atas mengemukakan maklumat tentang ______ A. Research Plan Plan Penyelidikan B. Merchandising Barangan perniagaan C. Direct marketing Pemasaran langsung D. Sales Jualan 51 Specific Information Needs Gathering Secondary Information Primary Data Collection Keperluan Maklumat Khusus PengumpulanMaklumat Sekunder Pengumpulan Data Utama 3
MISSION VISION 4. Which of the following is the importance of marketing research? Manakah antara berikut merupakan kepentingan kajian pemasaran? I. Customers. Pelanggan. II. Competitors. Pesaing III. Confidence. Keyakinan IV. Credibility Kredibiliti. V. Change. Perubahan. A. I, II, and III only I, II dan III sahaja B. I, II, and IV only I, II dan IV sahaja C. I, II, III and IV only I, II, III dan IV sahaja D. All the above answers. Semua jawapan di atas. 52 3
MISSION VISION 5. .............. involves collecting and analyzing non-numerical data (e.g., text,video or audio) to understand concepts, or experiences. It can be used to gather in-depth insights into a problem or generate new ideas for research. ............. melibatkan pengumpulan dan menganalisis data bukan berangka (contoh; teks, video dan audio) untuk memahami konsep, pendapat atau pengalaman. ia boleh digunakan untuk mengumpul pandangan yang mendalam tentang masalah atau menjana idea baharu untuk penyelidikan. A. Quantity Method Kaedah kuantiti B. Qualitative method Kaedah Kualitatif C. Quantitative method Kaedah kuantitatif D. Quality method Kaedah kualiti 53 3
MISSION VISION 6. Which statement BEST describes about marketing research? Manakah pernyataan TERBAIK menerangkan kajian pemasaran? A. Process that creates and defines marketing opportunities and problems, monitors and evaluates marketing actions. Proses yang mencipta dan mentakrifkan peluang dan masalah pemasaran, memantau dan menilai tindakan dan prestasi pemasaran. B. Process that identifies and defines marketing opportunities and problems, monitors and evaluates marketing actions and performance, and communicates the findings and implications to management. Proses yang mengenal pasti dan mentakrifkan peluang dan masalah pemasaran, memantau dan menilai tindakan dan prestasi pemasaran, dan menyampaikan penemuan dan implikasi kepada pengurusan. C. Process that captures and defines marketing opportunities and problems, monitors and evaluates marketing actions and performance. Proses yang mendapatkan dan mentakrifkan peluang dan masalah pemasaran, memantau dan menilai tindakan dan prestasi pemasaran. D. Process that identifies and defines marketing opportunities and problems and monitors marketing actions and performance, and communicate the findings. Proses yang mengenal pasti dan mentakrifkan peluang dan masalah pemasaran dan memantau tindakan dan prestasi pemasaran, dan menyampaikan penemuan 54 3
MISSION VISION • Data are collected through measuring things • Data are analyzed through numerical comparisons and statistical inferences • Data are reported through statistical analyses • Data dikumpul melalui pengukuran benda • Data dianalisis melalui perbandingan berangka dan inferens statistik • Data dilaporkan melalui analisis statistik 55 7. Which marketing research methodology does the above statementd refers to? Manakah kaedah kajian pemasaran yang dirujuk berdasarkan kenyataan di atas? A. Quantity method Kaedah kuantiti B. Quality method Kaedah kualiti C. Quantitative method Kaedah kuantitatif D. Qualitative method Kaedah kualitatif 3
VISION MISSION 1. (a) Identify TWO (2) importance of marketing research. Kenalpasti DUA (2) kepentingan penyelidikan pemasaran. [4 marks] [4 markah] VISION 3 (b) Explain THREE (3) types of objectives of marketing research. Terangkan TIGA (3) jenis objektif bagi kajian pemasaran. [6 marks] [6 markah] (c) Sketch and explain the marketing research planning process. Lakar dan terangkan proses perancangan penyelidikan pemasaran. [12 marks] [12 markah] 56 STRUCTURED ESSAY 2. (a) Explain FIVE (5) requirements for research information. Terangkan LIMA (5) keperluan bagi maklumat kajian. [10 marks] [10 markah] (b) Provide THREE (3) types of objectives for marketing research. Berikan TIGA (3) jenis objektif bagi kajian pemasaran. [6 marks] [6 markah]
ANSWER 3 57 1.(a) Identify TWO (2) importance of marketing research. [4 marks] a) Customers - To determine how well customer needs are being met, investigate new target markets, and assess and test new services and facilities. b) Competition - To identify primary competitors and pinpoint their strengths and weaknesses. c) Confidence - Well designed research increases confidence and reduce the perceived risk in making marketing decisions. d) Credibility - To increase the believability of promotional messages among customers. e) Change - To keep updated with changes in travelers’ needs and expectations. 1. D 2. D 3. D 4. A 5. B 6. B 7. C STRUCTURED ESSAY ANSWER
58 1.(b) Explain THREE (3) types of objectives of marketing research. [6 marks] a) Exploratory - To gather preliminary information that will help define the problem and suggest hypotheses. b) Descriptive - To describe the size and composition of the market. c) Causal - To test hypotheses about cause and effect relationships. 1.(c) Sketch and explain marketing research planning process. [12 marks] 1. Defining the problem and research objectives Managers and marketing researchers must work closely to define the problem and the research objectives. The manager best understands the problem or decision for which information is needed, and the researcher best understands marketing research and how to obtain information. 2. Developing the research plan Determining the needed information and developing a data collection plan. Research objectives must be translated into specific information needs. 3. Implementing the research plan Collect the secondary research data from internal and/or external sources Gather the primary research data through selected quantitative and/or qualitative research methods 4. Interpreting and reporting the findings Draw conclusions and make recommendations Finalize the research report in a written format 3 Defining the problem and research objectives Developing the research plan Implementing the research plan Interpreting and reporting the findings STRUCTURED ESSAY ANSWER
MISSION VISION 3 59 STRUCTURED ESSAY ANSWER 2.(a) Explain FIVE (5) requirements for research information. [10 marks] i. Utility • Marketing research can be expensive and time-consuming. • Money and staff time can be saved by gathering only information that can be used. • There is a tendency in many research activities to collect nice-to-know as well as must-know-data. ii. Timeliness • Timeliness of the research results is also important information should be current and up-to-date • It requires preplanning to determine when the results are needed for decision making. iii. Cost-effectiveness • Some nationwide research projects cost a huge amount of money. • The research cost must be directly related to the expected value of investigating the opportunity or solving the problem. • There must be a good return on the investment in the research project. iv. Accuracy • Accuracy in both primary and secondary research is essential. • The decision maker has to be sure that the methods and calculations used to arrive at the data are technically correct. v. Reliability • Reliability means that if the same or similar research was done, the result would be approximately the same. • If research information is unreliable, it is not a good predictor of what will happen when an organization tackles a problem or opportunity.
MISSION VISION 3 60 STRUCTURED ESSAY ANSWER 2.(b) THREE (3) types of objectives for marketing research. [6 marks] i. Exploratory To gather preliminary information that will help define the problem and suggest hypotheses. ii. Descriptive To describe the size and composition of the market. iii. Causal To test hypotheses about cause-and-effect relationships.
Comprehend market segmentation and positioning in tourism and hospitality industry CHAPTER 4 Market Segmentation and Positioning
MISSION VISION VISION 1. Choose the accurate measurement of an effective market segmentation. Pilih pengukuran yang tepat bagi keberkesanan segmentasi pasaran. A. Measurability Kebolehukur B. Measurability, Accessibility, Kebolehukur, Kebolehcapaian C. Measurability, Accessibility, Substantiality Kebolehukur, Kebolehcapaian, Substantial D. Measurability, Accessibility, Substantiality, Actionability Kebolehukur, Kebolehcapaian, Substantial, Keboleh Tindakan. 62 2. Which of the items below provide a complete basis of market segments for a seller? Manakah antara item dibawah yang menyediakan asas lengkap segmen pasaran bagi penjual? A. Geography Geografi B. Geography, Demographic Geografi, Demografi C. Geography, Demographic, Psychographic Geografi, Demografi, Psychografi D. Geography, Demographic, Psychographic, Behavior Geografi, Demografi, Psychografi, Gelagat 4
MISSION VISION VISION A handbag maker may position itself as a luxury status symbol. Pembuat beg tangan mungkin meletakkan dirinya sebagai simbol status mewah. A TV maker may position its TV as the most innovative and cutting-edge. Pembuat TV boleh meletakkan TVnya sebagai paling inovatif dan canggih. A fast food restaurant chain my position itself as the provider of cheap meals. Rangkaian restoran makanan segera mungkin meletakkan dirinya sebagai penyedia makanan murah. 63 3. The above statement demonstrates the ................ Pernyataan di atas menunjukkan ................. A. Market Segmentation Pembahagian pasaran B. Market Positioning Kedudukan pasaran C. Target Market Pasaran Sasaran D. Niche Market Pasaran Ceruk 4
MISSION VISION VISION 64 4. Which of the following statement describe about market segmentation? Manakah antara pernyataan yang menerangkan definisi segmentasi pemasaran? A. Market segmentation is the division of the overall market for a service into groups of people with common characteristics. Segmentasi pasaran ialah pembahagian pasaran keseluruhan untuk sesuatu perkhidmatan kepada kumpulan orang yang mempunyai ciri-ciri yang sama B. Market segmentation is the division of the overall market for a service into groups of people with common justification. Segmentasi pasaran ialah pembahagian pasaran keseluruhan untuk perkhidmatan kepada kumpulan orang dengan justifikasi yang sama. C. Market segmentation is the totality of the overall market for a service into groups of people Segmen pasaran ialah keseluruhan pasaran keseluruhan untuk perkhidmatan kepada kumpulan orang. D. Market segmentation is the division and segregation of the overall market for a service into groups of people with common characteristics. Segmentasi pasaran ialah pembahagian dan pengasingan keseluruhan pasaran untuk perkhidmatan kepada kumpulan orang yang mempunyai ciri-ciri yang sama 4
MISSION VISION VISION 65 5. Which of the following is FALSE about segmentation? Manakah antara berikut adalah SALAH mengenai segmentasi? A. Focused marketing expenditures. Perbelanjaan pemasaran terkawal B. Similar products for different groups. Produk yang sama kepada kumpulan berbeza C. Better match between customer wants and products benefits. Padanan yang lebih baik antara kehendak pelanggan dan faedah produk. D. Increased understanding of customer wants and needs. Peningkatan kefahaman tentang kehendak dan keperluan pelanggan 6. Which market segmentation bases that the above statement refers to? Manakah dasar pemetakan pemasaran yang dirujuk berdasarkan kenyataan di atas? A. Geographic segmentation Pemetakan geografi B. Demographic segmentation Pemetakan demografik C. Psychographic segmentation Pemetakan psikografik D. Behavioral segmentation Pemetakan tingkah laku Dividing the market into different geographic units, such as nations, states, regions, countries, cities or neighborhoods. Membahagikan pasaran kepada unit geografi yang berbeza, seperti negara, negeri, wilayah, negara, bandar atau kejiranan. 4
MISSION VISION VISION 66 7. Which of the following is types of behavioral segmentation? Manakah antara berikut merupakan kepentingan kajian pemasaran? I. Occasions Majlis II. Benefit sought Manfaat yang dicari III. User status Status pengguna IV. Loyalty status Status kesetiaan V. Cognitive dissonance Gangguan kognitif A. I, II and III only I, II dan III sahaja B. I, II and IV only I, II dan IV sahaja C. I, II, III and IV only I, II, III dan IV sahaja D. I, II, III, IV and V I, II, III, IV dan V 4
MISSION VISION VISION 67 8. The following statement refer to product differentiation in market positioning EXCEPT: Berikut adalah kenyataan yang merujuk kepada pembezaan produk dalam kedudukan pasaran KECUALI: A. Physical attributes Sifat-sifat fizikal B. Problem differentiation Pembezaan masalah C. Service differentiation Pembezaan perkhidmatan D. Personnel differentiation Pembezaan kakitangan 4
VISION MISSION VISION 4 1. (a) Describe THREE (3) bases of market segmentation. Huraikan TIGA (3) asas segmentasi pasaran. [6 marks] [6 markah] (b) Explain the definition of mass marketing, segment marketing and niche marketing. Terangkan definisi pasaran massa, pasaran segmen dan pasaran nich. [6 marks] [6 markah] (c) Prepare a document to evaluate the target market for the hospitality industry. Sediakan dokumen bagi menilai sasaran pasaran bagi industry hospitaliti. [8 marks] [8 markah] 68 STRUCTURED ESSAY 2. (a) List FOUR (4) market segmentation bases for consumer market. Senaraikan EMPAT (4) dasar segmentasi pasaran bagi pasaran pengguna. [4 marks] [4 markah] (b) Elaborate the requirements for effective market segmentation. Huraikan keperluan bagi keberkesanan segmentasi pasaran. [10 marks] [10 markah] (c) Provide THREE (3) types of market targeting strategies. Berikan TIGA (3) jenis strategi sasaran pasaran. [6 marks] [6 markah]
ANSWER VISION MISSION VISION 3. (a) Describe FOUR (4) market segementation for tourism and hospitality products and services. Bincangkan EMPAT (4) segmentasi pasaran untuk produk dan perkhidmatan bagi pelancongan dan hospitaliti. [8 marks] [8 markah] (b) Many companies operate without any strategic planning. Thus, companies are lack of direction, compared to the comapnies with formal plans. As a marketing executive, you need to provide market segmentation process to meet with the companies objectives. Kebanyakan syarikat beroperasi tanpa mana-mana rancangan strategik dan hasilnya, syarikat-syarikat ini kekurangan arah berbanding dengan syarikat-syarikat yang mempunyai perancangan yang baik. Sebagai seorang eksekutif pemasaran, anda perlu menyediakan proses segmentasi pasaran yang memenuhi objektif syarikat. [12 marks] [12 markah] 4 69 STRUCTURED ESSAY 1. D 2. D 3. B 4. A 5. C 6. A 7. C 8. B
MISSION VISION 4 70 STRUCTURED ESSAY ANSWER 1.(a) Describe THREE (3) bases of market segmentation. [6 marks] 1. Geographic segmentation Dividing a market into different geographical units Example: Nations, states, regions, counties, cities, or neighborhoods. A company may decide to operate in one or a few geographical areas, or to operate in all areas but pay attention to geographical differences in needs and wants. 2. Demographic segmentation Dividing the market into groups based on demographic variables Example: Age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality. 3. Psychographics Divides buyers into different segments based on social class, lifestyle, or personality characteristics Example: Personality - cruise lines target adventure seekers. 4. Behavioral segmentation Dividing a market into groups based on consumer knowledge, attitude, use, or response to a product. Marketers believe that the best starting point for building market segments.
VISION MISSION VISION 4 71 STRUCTURED ESSAY ANSWER 1.(b) Explain the definition of mass marketing, segment marketing and niche marketing. [6 marks] Mass marketing the seller engages in the mass production, mass distribution, and mass promotion of one product for all buyers. Consists of a large identifiable group within a market with similar wants, purchasing power, geographical location, buying attitudes, or buying habits. Segmentation is an approach midway between mass marketing and individual marketing. Each segment’s buyers are assumed to be quite similar in wants and needs, yet no two buyers are really alike. A niche is a more narrowly defined group, typically a small market whose needs are not well served. Marketers usually identify niches by dividing a segment into subsegments or defining a group seeking a distinctive mix of benefits. Example: The segment of heavy smokers includes those who are trying to stop smoking and those who don’t care.
VISION MISSION VISION 4 72 STRUCTURED ESSAY ANSWER 1.(c) Prepare a document to evaluate the target market for the hospitality industry. [8 marks] A. Evaluating Market Segments. In evaluating different market segments, a firm must look at three factors; a) segment size and growth, b) segment structural attractiveness, c) company objectives and resources. a) Segment size and growth. The company must first collect and analyze data on current segment sales, growth rates, and expected profitability for various segments. It will interested in segments that have the right size and growth characteristics. But, the “right size and growth” is a relative matter. The largest, fastest-growing segments are not always the most attractive ones for every company. Smaller companies may lack of skills and resources needed to serve the larger segments. Or they find these segments too competitive. b) Segment structure attractiveness. The company also needs to examine major structural factors that affect long-run segment attractiveness. For example, a segment is less attractive if it already contains many strong and aggressive competitors. The existence of many actual or potential substitute products may limit prices and the profits that can be earned in a segment. The power of buyers affects segment attractiveness. Strong bargaining power relative to sellers will try to force prices down, demand more services, and set competitors against one another. A segment is less attractive if it contains powerful suppliers who can control price or reduce the quality of goods. c) The company must consider its objectives and resources for that segments. Some attractive segments could be dismissed quickly because they do not match the company’s long-run objectives. The company must consider whether it possesses the skills and resources it needs to succeed in that segment. If the company lacks the strengths needed to compete successfully in a segment and cannot readily obtain them, it should not enter the segment. Even if the company possess the required strengths, it needs to employ skills and resources superior to those of the competition in order to really win in the market segment. They company should enter only segments in which it can offer superior value and gain advantages over competitors.
VISION MISSION VISION 4 73 STRUCTURED ESSAY ANSWER 2.(a) List FOUR (4) market segmentation bases for consumer market. [4 marks] i. Geographic segmentation ii. Demographic segmentation iii. Psychographic segmentation iv. Behavioral segmentation 2.(b) Elaborate the requirements for effective market segmentation. [10 marks] i. Measurable • The size and purchasing power profiles of your market should be measurable, meaning there is quantifiable data available about it. ii. Accessible • Accessibility means that customers and consumers are easily reached at an affordable cost. iii. Substantial • It’s usually not cost-effective to target small segments; therefore segments must be large enough or potentially profitable. iv. Differentiable • Different target markets respond differently to different marketing strategies. If a business is only targeting one segment, then this might not be as much of an issue. v. Actionable • Market segments need to be actionable, meaning that they have practical value and a market segment should be able to respond to a certain marketing strategy or program and have outcomes that are easily quantifiable.
VISION MISSION VISION 4 74 STRUCTURED ESSAY ANSWER 2.(c) Provide THREE (3) types of market targeting strategies. [6 marks] i. Undifferentiated marketing • Company ignores market segmentation differences and goes after the entire market with one offer. • It focuses on what is common in the needs of consumers rather than on differences. • It designs a marketing plan that will reach the greatest number of buyers. ii. Differentiated marketing • A company targets several market segments and designs separate offers for each. • Differentiated marketing typically produces more total sales than undifferentiated marketing. • Luxury Hotels (Sofitel), Three-star hotels (Novotel), Two-star hotels (Ibis), Limited-service hotels (Formula One & Motel 6) and Extended-stay hotels (Hotelia) • Accor offers a different marketing mix to each target market at the same time has to have marketing plans, marketing research, forecasting, sales analysis, promotion planning, and advertising for each brand. iii. Concentrated marketing • Concentrated marketing, is especially appealing to companies with limited resources. • Instead of going for a small share of a large market, the firm pursues a large share of one or a few small markets. •• Through concentrated marketing, hospitality companies achieve a strong market position in the segments that they serve, thanks to their greater knowledge of those segments’ needs. Focus on high rate of return on investment.
VISION MISSION VISION 4 75 STRUCTURED ESSAY ANSWER 3. (a) Describe FOUR (4) market segmentation for tourism and hospitality products and services. [8 marks] Geographic segmentation. Dividing the market into different geographic units, such as nations, states, regions, countries, cities, or neighborhoods. Demographic segmentation. Dividing the market into groups based on demographic variables such as age, life cycle, gender, income, occupation, education, religion, race, and nationality. Psychographic segmentation. Divides buyers into segments based on social class, lifestyle, or personality characteristics. Behavioral segmentation. Buyers are divided into groups based on their knowledge, attitude, and user response to a product. 3.(b) Provide a market segmentation process to meet the company's objectives. [12 marks] i. Identify bases for segmenting the market A marketer should know to whom he is going to sell his offerings. He may make his market identification effective and meaningful by focusing on such factors as consumer taste, need, preferences, age group, consumer size, sex group, and product characteristics.
VISION MISSION VISION 4 76 STRUCTURED ESSAY ANSWER ii. Develop profiles of resulting segments. A marketer should analyze each segment to determine their characteristics, similarities, and dissimilarities. Each segment has distinct characteristics that a marketer needs to understand. For each segment, a separate profile needs to be developed. iii. Select target. After the proper evaluation of each market segment, a marketer finally selects the best market segment. The best market segment is one that holds greater opportunities for the firm. iv. Develop positioning for each target segment. The marketer needs to identify the attributes and images of each competitor's products and choose a position for its product to make the target more accessible. vi. Develop a marketing mix for each target segment. To make an effective marketing plan and program the marketer can use various components of the marketing mix to communicate with the target market easily.
Organize tourism and hospitality marketing plan CHAPTER 5 Marketing Plan
MISSION VISION 5 78 STRUCTURED ESSAY 1. (a) Identify FIVE (5) purpose of Marketing Plan. Kenalpasti LIMA (5) tujuan Pelan Pemasaran. [5 marks] [5 markah] (b) List down FIVE (5) importance of Marketing Plan. Senaraikan LIMA (5) kepentingan Pelan Pemasaran. [5 marks] [5 markah] (c) Sketch TEN (10) steps in the preparation of a Marketing Plan. Lakarkan SEPULUH (10) langkah dalam penyediaan Pelan Pemasaran. [10 marks] [10 markah] (d) Describe the differences between Marketing Plan and Marketing Strategies? Terangkan perbezaan antara Plan Pemasaran dan Stretegi Pemasaran? [6 marks] [6 markah]
ANSWER MISSION VISION 5 79 1. (a) Identify FIVE (5) purposes of Marketing Plan [5 marks] a) Provides a road map for all marketing activities of the firm for the next year b) Ensure that marketing activities are in agreement with the cooperate strategic plan c) Forces marketing managers to review and think through objectively all steps in the marketing processes d) Assist in the budgeting process to match resources with marketing objectives. e) Creates a process to monitor actual against the expected result (b) List down FIVE (5) importance of Marketing Plan [5 marks] a) Activities matched with target markets b) Consistency of objectives and target market priorities c) Common terms of reference d) Assistances in measuring marketing success e) Continuity in long term planning ANSWER
5 80 c) Sketch TEN (10) steps in the preparation of a Marketing Plan [10 marks] (d) Describe the differences between Marketing Plan and Marketing Strategies? [6 marks] Marketing plan: - support marketing strategy. - Shorter term - specific tactics and measurements - connects marketing strategy to KPIs, personas and campaign Marketing Strategy: - Supports business goals - Long term - focuses and connects on high-level details like competitors, products and brand guidelines
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Organize tourism and hospitality sales CHAPTER 6 Sales
VISION 6 84 STRUCTURED ESSAY 1. List EIGHT (8) sales representative task. Senaraikan LAPAN (8) tugas wakil jualan. [8 marks] [8 markah] 2. Elaborate FOUR (4) sales force objectives. Huraikan EMPAT (4) objektif pasukan jualan. [12 marks] [12 markah] 3. List EIGHT (8) principles of personal selling. Senaraikan LAPAN (8) prinsip jualan persendirian. [8 marks] [8 markah] 4. List down FIVE (5) influence strategies in personal selling. Huraikan LIMA (5) strategi pujukan dalam jualan persendirian. [5 marks] [5 markah]
MISSION VISION 6 85 1. List EIGHT (8) sales representative task [8 marks] a) Prospecting b) Targeting c) Communicating d) Selling e) Servicing f) Information gathering g) Allocating h) Maintaining strategic partnerships 2. Elaborate FOUR (4) sales force objectives [12 marks] a) Sales Volume - Occupancy passenger miles and total covers are common measures of sales volumes within the hospitality industry. - SALES VOLUME BY SELECTED SEGMENTS: Exclusive resorts, charter flight services and upper-end cruises tend to operate with the philosophy that if one establishes volume objectives but restricts prospecting to highly selective segments, price and profits. - SALES VOLUME AND PRICE/MARGIN MIX: Establish sales volume objectives by product lines to ensure a desired gross profit. ANASNWSWERER
MISSION VISION 6 86 continued from previous page... b) Upselling and Second-Chance Selling - Upselling: Excellent profits opportunities exist for hospitality companies, particularly hotels and resorts, to upgrade price and profit margin by selling higher priced products such as suites through upselling. - Second chance selling: Sales department contacts a client who has already booked an event such as a two-day meeting. Opportunities exist to sell additional services, such as airport limousine pickup and delivery or to upgrade rooms or food and beverage (F&B) c) Market Share or Market Penetration - Airlines, cruise lines, major fast food chains, and rental car companies are highly concerned with market share and market penetration. - These concepts have considerably less meaning to many restaurants, hotels, resorts and other members of the hospitality industry. d) Product-specific objectives - Occasionally, a sales force is charged with the specific responsibility to improve sales volume for specific product lines. - These objectives may associate with up selling and second chance selling but may also be part of the regular sales duties of the sales force.
MISSION VISION 6 87 3. List EIGHT (8) principles of personal selling. [8 marks] 1. Prospecting and Qualifying 2. Pre-approach 3. Approach 4. Presentation and Demonstration 5. Negotiation 6. Overcoming Objections 7. Closing 8. Follow-up/ Maintenance 4. List down FIVE (5) influence strategies in personal selling. [5 marks] a. Legitimacy b. Expertise c. Referent Power d. Ingratiation e. Impression
1. Discuss the Information and Communication Technology (ICT) in tourism 2. Examine social media impact CHAPTER 7 Direct, Online, Social Media and Mobile Marketing
VISION 7 89 1. One of the main changes that must be made in order to implement an effective customer service strategy is a change in an ________ way of thinking. Salah satu perubahan utama yang perlu dilakukan bagi melaksanakan strategi perkhidmatan pelanggan yang berkesan ialah perubahan cara berfikir ________. A. corporate korporat B. traditional tradisional C. modern moden D. ancient kuno 2. Below is an example of direct marketing EXCEPT… Di bawah merupakan contoh pemasaran langsung KECUALI… A. Facebook Ads Iklan Facebook B. Instagram Ads Iklan Instagram C. Google Ads Iklan Google D. Billboards Papan iklan
VISION 7 90 3. Which of the classifications below is TRUE about social media? Manakah antara klasifikasi di bawah yang BETUL tentang media sosial? I. Collaborative Projects Projek Kerjasama II. Virtual Communities Komuniti Maya III. Face-to-face Bersemuka IV. Virtual games/Social Worlds Permainan maya/Dunia Sosial A. I and II I dan II B. II and III II dan III C. I, II and III I, II dan III D. I, II and IV I, II dan IV
VISION 7 91 4. Direct marketing is a form of advertising______________. Pemasaran langsung islah satu bentuk pengiklanan ___________. A. through digital media channels and social media such as Facebook, TikTok and Instagram melalui saluran media digital dan media sosial seperti Facebook, TikTok dan Instagram B. in which companies provide physical marketing materials to consumers to communicate data about an item or services yang mana syarikat menyediakan bahan pemasaran fizikal kepada pengguna untuk menyampaikan data tentang item atau perkhidmatan C. that give your business exposure to a larger audience at an affordable price. yang memberikan pendedahan perniagaan anda kepada khalayak yang lebih besar pada harga yang berpatutan. D. that refers to a company’s efforts to market product and services . yang merujuk kepada usaha syarikat untuk memasarkan produk dan perkhidmatan. 1. D 2. A 3. D 4. B ANSWER
REFERENCES Compilation of Tourism and Hospitality Marketing past years questions and assessments - Politeknik Sultan Idris Shah, Malaysia. Marilyn A Stone (2017). Fundamentals of Marketing 1st. Edition Routledge. (ISBN-10: 0415370973 ISBN-13: 978-0415370974) Mazlina Jamaludin, Nur Fatin Nadzirah, Syazwani Fisal, Nur Balqis Baharin, Nurfadhilah Husna Sabre (2023). Tourism and Hospitality Marketing. Politeknik Sultan Idris Shah, Malaysia. E-ISBN 978-967-2860-54-9 Paul Baines, Chris Fill, Sara Rosengren, and Paolo Antonetti (2017). Fundamentals of Marketing Kindle Edition. OUP Oxford (ISBN: 0198748574 ASIN: B071S29WYM). Philip T. Kotler and Gary Armstrong (2017). Principles of Marketing (17th Edition) 17th Edition, Pearson. (ISBN-10: 013449251X ISBN-13: 978-0134492513). Philip T. Kotler, John T. Bowen, James Makens Ph.D., and Seyhmus Baloglu (2016). Marketing for Hospitality and Tourism (7th Edition) 7th Edition. Pearson. (ISBN-10: 9780134151922 ISBN-13: 978-0134151922 ASIN: 0134151925) Robert W. Bly (2015). The Marketing Plan Handbook: Develop BigPicture Marketing Plans for Pennies on the Dollar Kindle Edition. Entrepreneur Press; Second edition (ASIN: B015BWIVJS)
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