Sales and Marketing for Hospitality and Tourism

END TERM EXAM
SALES AND MARKETING FOR HOSPITALITY TOURISM
Instructions
 Mobile phone should be switched off during the examination
 All answers to be written using a pen
 Please read all the questions carefully prior to starting the exam
SECTION A
Answer ALL questions (40 Marks)
1. List THREE ways in which service firms in hospitality and touring can
increase productivity (3 Marks)
2. Define marketing strategy (1 Mark)
3. Clearly explain FOUR customer-driven marketing strategies (4 Marks)
4. The marketing mix is a significant tool for a company in planning the
right marketing strategy within the hospitality industry. List FOUR P’s
and align them to the FOUR C’s in the marketing mix (8 Marks)
5. SWOT analysis is the overall evaluation of a company used as a
strategic planning technique. List and explain using appropriate
examples within the hospitality industry, FOUR areas of this analysis (8
Marks)
6. As a Sales and Marketing Manager or Hotel and Restaurant owner, it
will be important for you to figure out how the consumer makes
decisions to purchase a service or product. List and explain FIVE stages
in the buyer decision process (10 Marks)
7. List and explain THREE MICRO environment factors that impact a
company’s marketing function (6 Marks)


SECTION B
Answer ALL Questions (20 Marks)
8. Explain TEN pricing strategies using appropriate examples in the
hospitality industry and when they can be applied (20 Marks)




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