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HTM610S - HOSPITALITY AND TOURISM - 2ND OPP - JULY 2024 |
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nAmI BI AunIVE RSITY
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: JULY 2024
DURATION: 2 HOURS
LEVEL: 7
COURSE NAME: HOSPITALITY & TOURISM
MARKETING
PAPER: THEORY (PAPER 1)
MARKS: 100
SECOND OPPORTUNITY EXAMINATION QUESTION PAPER
EXAMINER(S) 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 OF _3_ PAGES (Including this front page)
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Question 1
[15]
1.1 Marketing can be defined in many ways. In your own words, describe the term
marketing to someone who has not taken a Marketing for hospitality and Tourism course.
Provide examples from the Hospitality and Tourism sector.
(7 Marks)
1.2 Discuss the importance of Marketing in Hospitality and Tourism.
(4 Marks)
1.3 Define and explain the concept of customer orientation in Hospitality and Tourism. Use
examples of Namibia tourism organizations that use this approach.
(4 Marks)
Question 2
[20]
2.1 Draw and explain the Servuction Model in Hospitality Marketing?
{20 Marks)
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 behavior
{10 Marks)
Question 4
[20]
2.1 Explain the term Marketing Intelligence in Hospitality Marketing.
(2 Marks)
2.2 Explain the term Marketing Research
{2 Marks)
2.3 Discuss why is it important to do Marketing research.
(8 Marks)
2.4 Identify and explain the (4) four approaches of Primary Data Collection (8 Marks)
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Question 5
[15]
5.1 Define the concept of Customer Relationship Management (CRM).
5.2 What are the uses of Customer relationship management?
5.3 Explain the (5) five promotion tools
(2 Marks)
(3 Marks)
(10 Marks)
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