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HTM610S - HOSPITALITY AND TOURISM MARKETING - 2ND OPP - JULY 2023 |
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nAmI BI AunIVE RSITY
OF SCIEnCE
TECH no LOGY
FACULTY OF COMMERCE, HUMAN SCIENCESAND EDUCATION
DEPARTMENT OF HOSPITALITY AND TOURISM
QUALIFICATION: BACHELOROFTOURISMINNOVATIONAND DEVELOPMENT
QUALIFICATION CODE: 07 BTID
COURSE CODE: HTM610S
SESSION: JULY 2023
DURATION: 2 HOURS
LEVEL: 7
COURSE NAME: HOSPITALITY& TOURISM
MARKETING
PAPER: THEORY (PAPER 1}
MARKS: 100
SECOND OPPORTUNITY EXAMINATION QUESTION PAPER
EXAMINER(S) MS. ETHILDEKUWA
MODERATOR: DR. ISOBELGREEN
INSTRUCTIONS
1. Answer all the questions.
2. Read all the questions carefully before answering.
3. Number the answers clearly
4. Please, ensure that your writing is legible, neat and presentable.
THIS QUESTION PAPER CONSISTS OF _3_ PAGES (Including this front page)
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Question 1
[10)
Fill in the following missing terms
........................A product is anything that can be offered to satisfy a need or a want.
(2 Marks)
.......................i.s the difference between the benefits that the customer gains from owning and/or
using a product and the costs of obtaining it.
(2 Marks)
.......................a. re based on past buying experiences, the opinions of friends and market
information.
(2 Marks)
.......................t.his is determined by how well the product meets the customers expectations for
that product.
(2 Marks)
........................is building strong economic relationships between with social ties by following
through on promises
(2 Marks)
Question 2
[25)
2.1 Explain the term market.
(1 Marks)
2.2 Identify and explain the four (7) characteristics of service marketing in Hospitality and Tourism
(14 Marks)
2.3 The Gaps Model is a framework that helps us understand customer satisfaction. The model identifies
the five major satisfaction gaps that organizations must address when seeking to meet customers'
expectations. Identify and explain with examples the five (5) gaps that exist in customer satisfaction.
(10 Marks)
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Question 3
[30)
3.1 The marketing environment includes actors and forces that affect marketing management's ability to
build and maintain successful relationships with customers. Identify and describe the micro and macro
environmental factors that the marketer should consider when making decisions.
(20 Marks)
3.2 Mention and Explain the five (5) Social factors affecting consumer behaviour
(10 Marks)
Question 4
[20)
4.1 What is Marketing Research?
(2 Marks)
4.2 Why is marketing research important in the hospitality and Tourism Industry?
(8 Marks)
4.3 Define the Concept of Segmentation.
(2 Marks)
4.4 Identify and explain the different types of market segmentation
(8 Marks)
Question 5
[15)
5.1 Define the concept of Customer Relationship Management (CRM).
(2 Marks)
5.2 What are the uses of Customer Relationships Management?
(8 Marks)
5.3 Explain the (5) five promotion tools
(5 Marks)
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