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SHT420S - STRATEGIC MARKETING FOR HOSP AND TOURISM - 2ND OPP - JAN 2020 |
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NAMIBIA UNIVERSITY
OF SCIENCE AND TECHNOLOGY
FACULTY OF MANAGEMENT SCIENCES
DEPARTMENT OF HOSPITALITY AND TOURISM
QUALIFICATION : BACHELOR OF HOSPITALITY MANAGEMENT AND
BACHELOR OF TOURISM MANAGEMENT
QUALIFICATION CODE: 07BOTM; O7BHMN | LEVEL: 7
COURSE CODE: SHT420S
COURSE NAME: STRATEGIC MARKETING FOR
HOSPITALITY AND TOURISM
SESSION: JANUARY 2020
DURATION: 3 HOURS
PAPER: THEORY
MARKS: 100
EXAMINER
2™7 OPPORTUNITY EXAMINATION QUESTION PAPER
Dr F.G. Bello
MODERATOR:
Ms. Catherine Sunde
INSTRUCTIONS
1. Answer all questions
Start each question on a new page
3. Please ensure that you write your student number on the booklet and you sign
the attendance examination register.
NB: students are advised that it is in their own interest to write legibly and in ink
THIS QUESTION PAPER CONSISTS OF 2 PAGES (Including this page)
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QUESTION ONE
25 Marks
Discuss the FIVE (5) characteristics of services that differentiate services from products.
QUESTION TWO
(a) Kotler and Lee (2005) state that a model of service marketing like conventional
marketing contains four “Ps” being product, price, promotion and place. However,
there are also additional service marketing “Ps” that are used in this model.
Discuss the other THREE (3) “Ps” that are used in service marketing apart from the
4Ps outlined above.
15 Marks
(b) What measures can be employed by an organization to ensure consistency in
service quality?
10 Marks
QUESTION THREE
25 Marks
Firms need growth if they are to compete more effectively, satisfy their stakeholders and
attract talent, “Growth is pure oxygen as it creates a vital, enthusiastic corporation where
people see genuine opportunity” (Kotler, 2010). Ansoff proposes a product/market expansion
grid framework for detecting new intensive growth opportunities.
With this view in mind discuss Ansoff’s matrix, that is the four [quadrants] product/market
expansion framework and how it can be used in the hospitality industry. Provide practical
examples to support your answer
QUESTION FOUR
25 Marks
Explain FIVE (5) approaches that an organisation can use to position its marketing offerings
END OF QUESTION PAPER