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HTM610S - HOSPITALITY AND TOURISM - 1ST OPP - JUNE 2024 |
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nAmI BI AunIVE RSITV
OF SCIEnCE Ano TECHnOLOGY
FACULTY OF COMMERCE, HUMAN SCIENCES AND EDUCATION
DEPARTMENT OF HOSPITALITY AND TOURISM
QUALIFICATION: BACHELOR OF TOURISM INNOVATION AND DEVELOPMENT
QUALIFICATION CODE: 07 BTID
COURSE CODE: HTM610S
SESSION: JUNE 2024
DURATION: 2 HOURS
LEVEL: 7
COURSE NAME: HOSPITALITY & TOURISM
MARKETING
PAPER: THEORY (PAPER 1)
MARKS: 100
EXAMINER(S}
FIRST OPPORTUNITY EXAMINATION QUESTION PAPER
MS. ETHILDE KUWA
MODERATOR: DR. ISOBEL GREEN
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 _!JF_3_ PAGES (Including this fr~nt page)
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Question 1
1.1 What do you understand by the term Market?
1.2 What is service culture?
1.3 Define the term Market Segmentation.
1.4 What are the advantages and disadvantages of Market Segmentation?
[12]
(2 Marks)
(2 Marks)
(2 Marks)
(6 Marks)
Question 2
[20]
2.1 Consumer behaviour refers to the buying behaviour of final customers, individuals and
households who buy goods and services for personal consumption. Identify and clarify personal
and social factors affecting consumer behaviour.
(20 Marks)
Question 3
[20]
3.1 The marketing environment includes the actors and forces outside of marketing that affect
marketing management's ability to build and maintain successful relationships with customers.
Identify and discuss the Micro and Macro environmental factors that influence the marketing
environment.
(20 Marks)
Question 4
[11]
4.1 Discuss the concept of marketing intelligence.
4.2 Identify and explain the three (3) different types of Marketing Intelligence.
(2 Marks)
(9 Marks)
Question 4
[15]
5.1 Define and explain the concept of a "brand"?
(3 Marks)
5.2 Mention and explain the four (4) different product levels in Marketing, and provide
examples from the Hospitality and Tourism Industry.
(12 Marks)
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Question 6
[22]
6.1 Give four (4) approaches to Primary Data Collection
(4 Marks)
6.2 State the advantages and disadvantages of Telephonic Surveys.
(8 Marks)
6.3 Explain the concept of personal selling and provide its advantages and disadvantages
(10 Marks)
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