Marketing Management

• Who are the two players that interact in the marketplace?

  The buyer and the seller
• What is the purpose of the players in the marketplace?

  To facilitate the exchange of goods and services
• What types of spaces can the marketplace be?

  It can be a physical space or a virtual space
• What does Maslow’s Hierarchy of Needs explain?

  It explains what pushes people to take action
• How does Kotler (1984) define marketing?

  Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services
• What is the primary focus of selling?

  To promote customer purchase of a product or service
• How are sales and marketing related?

  Sales and marketing are essentially linked
• What is a key function of marketing?

  To understand the marketplace from the perspective of the customer
• What activities facilitate business relationships with customers?

  Interpersonal interactions, 1:1 meetings, cold calls, and networking
• What are the sales efforts aimed at overcoming?

  Obstacles such as objections and negotiating favorable prices and terms
• According to UNWTO, what is a tourism product?

  A combination of tangible and intangible elements that create an overall visitor experience
• What are the components of a tourism product?

  • Attraction
  • Accommodation
  • Accessibility
  • Amenities
  • Activities
• What does 'attraction' refer to in tourism products?

  It refers to varying forms and types, ranging from natural to man-made
• What is meant by 'accommodation' in tourism?

  Any settlement that provides a convenient arrangement for tourists to stay
• What does 'accessibility' encompass in tourism?

  Roads, railways, airports, and various facilities
• What are 'amenities' in the context of tourism products?

  Structures and facilities built for the comfort and convenience of tourists
• What are 'activities' in tourism?

  Leisure and amusements done by the tourist
• What does intangibility mean in tourism products?


  It means the product cannot be directly seen, tasted, or felt before purchase
• Why are tourism products considered perishable?

  Because they cannot be stored for sale over a long period of time
• What is a composite product in tourism?

  A tourism product that involves several service providers
• What does unstable demand in tourism products refer to?

  It refers to the high impact of seasonality on tourism products
• What does fixed supply in the short term mean in tourism?

  Product development is based on analysis of consumer preferences
• What does absence of ownership mean for travel consumers?

  They have the right to use a tourism product only for a specific period
• What risk is involved in purchasing tourism products?

  High level of risk due to advance purchase before actual consumption
• Why are tourism products not homogenous?

  Because the human factor creates differences in the quality of the tourist experience
• What does it mean for tourism products to be marketable?

  They can be sold to different markets and customized for specific needs
• What are the two types of tourists according to PLOG’S model?

  Allocentrics and Psychocentrics
• What characterizes allocentrics in PLOG’S model?

  They prefer new, unstructured, exotic, or unusual trips
• What characterizes psychocentrics in PLOG’S model?

  They prefer structured and familiar destinations or activities
• What are midcentrics in PLOG’S model?


  They portray characteristics of both allocentrics and psychocentrics
• What is an organized mass tourist according to COHEN’S model?

  A tourist who buys all-inclusive packages and ensures everything goes as planned
• What is an individual mass tourist in COHEN’S model?

  A more autonomous tourist who prefers to travel independently
• What characterizes the explorer in COHEN’S model?

  A tourist who seeks new areas but may opt for familiar accommodations
• What is the drifter in COHEN’S model?

  A type of tourist known as the "free spirit" who avoids traditional establishments
• What are bubble travelers in STEWART’S model?

  Travelers with low affluence and low travel experience who observe culture from a distance
• What characterizes idealized-experienced seekers in STEWART’S model?

  They have more affluence and overseas travel experience that gives them confidence
• What are wide-horizon travelers in STEWART’S model?

  Travelers with greater confidence and experience ready for individually oriented travel
• What characterizes total immersers in STEWART’S model?

  They seek full exposure to another culture, language, food, heritage, and lifestyle
• What are the characteristics of a market segment?

  • Identifiable
  • Cohesive
  • Measurable
  • Accessible
  • Substantial
  • Actionable
• What is a direct competitor?

  A business in the same sector that offers the same products