TOURISM MARKETING (CHAPTER 7)

"It is the division of the overall market into groups with common characteristics". This is referring to

• Market Segment

• Market Segmentation

How many bases for segmentation available in the market?

• 4

• 5

• 6

Target market is the market segment the marketer directs marketing efforts to.

• True

• False

"Referring to market size and capability to generate sales". This is referring to

• Measurability

• Substantially

• Accessibility

• Sustainability

"Another term can be used is mass marketing". This is referring to

• Differentiated Marketing Strategy

• Concentrated Targeting Strategy

• Undifferentiated Targeting Strategy

"Promoting Melaka as historic by targeting elderly members of historical societies". This is an example of

• Undifferentiated Strategy

• Concentrated Strategy

• Differentiated Strategy

____________ is the process of placing a product, brand or a group of products and services in the consumer's mind.

• Branding

• Positioning

How many types of positioning available in the market?

• 4

• 5

• 6

"Positioning where only one customer benefit is selected and focused on". This is referring to

• Users

• Service

• Product Features

• Specific Usage Occasions

Bases for segmentation includes all of the following EXCEPT

• Physiographic

• Geographic

• Demographic

• Psychographic