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SMI810S - STRATEGIC TOURISM MARKETING AND INNOVATION - 2ND OPP - JULY 2022 |
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n Am I BI A u n IVE Rs ITY
0 F SCIEnCE Ano TECHn 0L0GY
FacultyofManagemenStciences
Departmentof HospitalityandTourism
13Storch Street
Private BaE1! 3388
Windhoek~
NAMIBIA
T: +264612072093
F: +26461207 9093
E: dl1t@nust.na
W: www.nust.na
QUALIFICATION: BACHELOROF HOSPITALITYAND TOURISM HONOURS
QUALIFICATIONCODE: 0SBHTH
LEVEL: 8
COURSE:STRATEGICTOURISM MARKETINGAND
INNOVATION
DATEJULY2022
COURSECODE:SMl810S
SESSION: PAPER2
DURATION: 2 HOURS
MARKS: 100
FIRSTOPPORTUNITYEXAMINATION PAPER
EXAMINER: Dr. W. Muhoho-Minni
MODERATOR: Ms. Rosemary Gitau
THIS EXAMINATION PAPERCONSISTSOF 2 PAGES
{INCLUDING THIS FRONT PAGE)
PERMISSIBLEMATERIALS
1. NONE
INSTRUCTIONS
1.
Answer all questions.
2.
Read all the questions carefully before answering.
3.
Marks for each question are indicated at the end of each question.
4.
Please ensure that your writing is legible, neat and presentable.
This Paper consists of 2 pages including this one
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QUESTION 1
"Marketing has often been defined in terms of satisfying customer needs and wants.
Critics, however, maintain that marketing creates needs and wants that did not exist
before. They feel that marketers encourage consumers to spend more money than they
should on goods and services that they do not really need (Kotler & Keller, 2016)"
With reference to the above statement and with examples from hospitality and tourism,
take a position and debate on the following:
Marketing shapes consumer needs and wants versus marketing merely reflects the needs
and wants of consumers.
QUESTION 2
With the aid of a diagram critically discuss the concept of holistic marketing.
20 marks
QUESTION 3
Briefly explain the following
i. Difference between marketing planning and strategic planning
ii. Difference between product concept and selling concept
iii. Production concept and marketing concept
iv. Characteristics and types of strategic decisions
20 marks
4x5 = 20 marks
QUESTION 4
You have been appointed the marketing director of Air Namibia with a mandate to
implement a turnaround strategy for the collapsed airline. Using the five-stage strategic
planning and implementation process recommendation by Wilson and Gilligan (2013)
identify and discuss the steps you would take to implement the turnaround strategy.
40 marks
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