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Examination Paper: Hospitality Management
4
IIBM Institute of Business Management
IIBM Institute of Business Management
Examination Paper MM.100
Hospitality and Tourism Marketing
1. In SMERF, ‘S’ stands for:
a. Social
b. Service
c. Sale
d. None of the above
2. If the Question Mark businesses are successful then they become Stars.(T/F)
3. Customers can be considered under:
a. Micro environment forces
b. Macro environment forces
c. None of the above
d. depending on the area of consideration any of the above
4. Demography is the study of………………………………………………………………………
...
9. Fixed costs are also known as ‘Overheads’.(T/F)
10. Lobbying is dealing with legislators and government officials to promote or defeat legislation and
regulation.(T/F)
Part Two:
1. What do you understand by ‘Hospitality Marketing’?
2. Write a note on ‘Servuction model’.
3. What are ‘Cash Cows’?
4. What do understand by ‘Vertical conflict’ in case channel behavior?
Caselet 1
International Travel Agency
The president of International Travel Agency was concerned about the performance of the sales force.
It was felt that members of the sales force did not really utilize their sales opportunities, but instead
though only about selling a ticket to a customer from point A to point B. The sales force did not seem
to have an interest in maximizing sales and profits by aggressively selling the entire product mix. In
total, the agency had a sales force of eight. Three members of the sales force were referred to as
executive sales consultants. ...lead to maximum profits
and that something must be done to encourage cross-selling.
Questions:
1. What can be done to encourage the sales force to engage in more cross-selling?
2. Discuss what is needed in terms of sales incentives and sales controls to achieve the objectives of
International Travel Agency.
Caselet 2
TANGLEWOOD PARK: VANTAGE GOLF TOURNAMENT
Tangle wood Park has a budget of $4.8 million per year and golf is the primary moneymaker for the
park, but over the past four years, Tangle wood has steadily lost money on its golf greens. In 1994,
golfers paid about $1 million to play on the championship course where the Vantage is held.
However, the amount of maintenance needed to keep this course in top shape and the loss of revenue
when the course is shut down for repairs have created an economic problem. The general public who
pays county taxes has been restricted from the greens to ensure that the course will be in shape for the
Vantage tournament. Revenue from the championship course was expected to be $428,000 less in
1997 than in 1994. .. nearly impossible to
mount a defense the public will accept.
Questions:
1. The county commissioners need information to make a decision on the golf tournament. Using
the marketing research process, develop a research plan that will provide the commissioners with
the information they need.
2. Explain why it is important on the economic contribution of social events, both before and after
the event.
1. A “hot” concept in fast-food marketing is home delivery of everything from pizza to hamburgers
to fried chicken. Why do you think the demand for this service is growing? How can marketers
gain a competitive advantage by satisfying the growing demand for increased services?
2. Identify a restaurant or hotel market segment in your community that you feel would be a good
market segment to target. Explain the marketing mix you would put together to go after this
market segment.
Examination Paper: Hospitality Management
4
IIBM Institute of Business Management
IIBM Institute of Business Management
Examination Paper MM.100
Hospitality and Tourism Marketing
1. In SMERF, ‘S’ stands for:
a. Social
b. Service
c. Sale
d. None of the above
2. If the Question Mark businesses are successful then they become Stars.(T/F)
3. Customers can be considered under:
a. Micro environment forces
b. Macro environment forces
c. None of the above
d. depending on the area of consideration any of the above
4. Demography is the study of………………………………………………………………………
...
9. Fixed costs are also known as ‘Overheads’.(T/F)
10. Lobbying is dealing with legislators and government officials to promote or defeat legislation and
regulation.(T/F)
Part Two:
1. What do you understand by ‘Hospitality Marketing’?
2. Write a note on ‘Servuction model’.
3. What are ‘Cash Cows’?
4. What do understand by ‘Vertical conflict’ in case channel behavior?
Caselet 1
International Travel Agency
The president of International Travel Agency was concerned about the performance of the sales force.
It was felt that members of the sales force did not really utilize their sales opportunities, but instead
though only about selling a ticket to a customer from point A to point B. The sales force did not seem
to have an interest in maximizing sales and profits by aggressively selling the entire product mix. In
total, the agency had a sales force of eight. Three members of the sales force were referred to as
executive sales consultants. ...lead to maximum profits
and that something must be done to encourage cross-selling.
Questions:
1. What can be done to encourage the sales force to engage in more cross-selling?
2. Discuss what is needed in terms of sales incentives and sales controls to achieve the objectives of
International Travel Agency.
Caselet 2
TANGLEWOOD PARK: VANTAGE GOLF TOURNAMENT
Tangle wood Park has a budget of $4.8 million per year and golf is the primary moneymaker for the
park, but over the past four years, Tangle wood has steadily lost money on its golf greens. In 1994,
golfers paid about $1 million to play on the championship course where the Vantage is held.
However, the amount of maintenance needed to keep this course in top shape and the loss of revenue
when the course is shut down for repairs have created an economic problem. The general public who
pays county taxes has been restricted from the greens to ensure that the course will be in shape for the
Vantage tournament. Revenue from the championship course was expected to be $428,000 less in
1997 than in 1994. .. nearly impossible to
mount a defense the public will accept.
Questions:
1. The county commissioners need information to make a decision on the golf tournament. Using
the marketing research process, develop a research plan that will provide the commissioners with
the information they need.
2. Explain why it is important on the economic contribution of social events, both before and after
the event.
1. A “hot” concept in fast-food marketing is home delivery of everything from pizza to hamburgers
to fried chicken. Why do you think the demand for this service is growing? How can marketers
gain a competitive advantage by satisfying the growing demand for increased services?
2. Identify a restaurant or hotel market segment in your community that you feel would be a good
market segment to target. Explain the marketing mix you would put together to go after this
market segment.
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