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HTM610S - HOSPITALITY AND TOURSIM MARKETING - 1ST OPP - JUNE 2025 |
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n Am I BI A u n IVE RS ITY
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 2025
DURATION: 2 HOURS
LEVEL: 7
COURSE NAME: HOSPITALITY & TOURISM
MARKETING
PAPER: THEORY {PAPER 1)
MARKS: 100
EXAMINER(S)
FIRST OPPORTUNITY QUESTION PAPER
MS. ETHILDE KUWA
MODERATOR: DR. ISOBEL MANUEL
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 _2_ PAGES {Including this front page)
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Question 1
(34]
1.1 What do you understand by the term Market?
(2 Marks)
1.2 Define the term Market Segmentation.
(2 Marks)
1.3 Name and explain 4 (four) requirements for effective segmentation (8 Marks)
1.4 Discuss the promotional mix and explain the five promotional tools (10 Marks)
1.5 Identify and explain the types of Market segmentation and give an example of each.
(12 Marks)
Question 2
(12]
2.1 Draw and Explain the service Marketing Triangle in hospitality and tourism?
Question 3
(14]
3.1 Explain the importance of Public Relations and its function in the Hospitality and
Tourism.
Question 4
(20)
4.1 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.
Question 5
(20]
5.1 Consumer behavior is affected by personal and social factors.
Identify and explain the personal factors and social factors in consumer behavior.
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