Раздел 6. Маркетинг в туристской индустрии.

151. A term that is used for the different means of spreading information in the form of news and advertising.

A. Marketing

B. Media

C. Promotion

D. Publicity

152. A pamphlet usually put out for promotional purposes.

A. Brochure

B. Guide

C. Magazine

D. Journal

153. ________ consists of stories placed in newspapers and magazines about travel, accommodations, restaurants, and other parts of the whole tourist industry.

A. Promotion

B. Advertising

C. Publicity

D. Marketing

154. ________mailing is a form of promotion that involves mailing brochures or throwaways to a selected list of people.

A. Direct

B. Indirect

C. Voice

D. Personal

155. ________is paid advertising and public relations efforts that in case of tourism encourage recreational travel either generally or on specific carriers and to specific places.

A. Media

B. Advertising

C. Publicity

D. Promotion

156. In advertising, a ________usually means a one-page advertisement that can be widely distributed by mail or by hand.

A. voucher

B. brochure

C. throwaway

D. pamphlet

157. The ________list often includes card holders, previous customers, members of clubs or organizations, and so on.

A. promotional

B. advertising

C. direct

D. mailing

158. Identify the action that the marketing process in tourism industry starts with

A. Research customer’s needs and wants

B. Create your products and services

C. Promote your products and services

D. Obtain and evaluate feedback

159. Identify the final stage of the marketing process in tourism industry

A. Research customer’s needs and wants

B. Create your products and services

C. Promote your products and services

D. Obtain and evaluate feedback

160. The abbreviation SWOT stands for

A. Safety Wellness Order Tour

B. Strengths Weaknesses Opportunities Tour

C. Strengths Weaknesses Opportunities Threats

D. Security Weaknesses Opportunities Threats

161. Recreational travel that is paid for wholly or in part by a government, a trade union or a similar organization.

A. Green tourism

B. Social tourism

C. Sustainable tourism

D. Community tourism

162. Which of the following definitions corresponds most closely to the usage of the term 'market' in tourism?

A. A place where buyers and sellers come together to do business.

B. Actual or potential demand for a product.

C. A network of dealings between the sellers and buyers of a product.

D. A network of dealings between the sellers and tourists of a product.

163. The elements which make up the total marketing operation of an enterprise are called

A. the business mix

B. the marketing mix

C. the promotional mix

D. the sales mix

164. Which of the following approaches to product formulation reflects the marketing concept?

A. Products are shaped to match competition

B. Products are shaped to match markets

C. Markets shape themselves to products

D. Markets and products are shaped by the external business

165. Which of the following statements is true of retail travel agencies as distribution channels for tourist products?

A. They are the only retail outlets for tourist products.

B. They are more important in domestic than in international tourism.

C. They are remunerated by a fee charged to the customer.

D. Their geographical distribution tends to reflect market density.

166. Market segmentation means dividing the total market into

A. groups of equal size

B. groups of equal value

C. homogeneous groups

D. heterogeneous groups

167. What distinguishes advertising from other promotion?

A. The advertiser seeks to influence the potential customer at the point of sale.

B. The advertiser buys space or time n the media.

C. The advertiser has no control over the message.

D. The promoter has no control over the message.

168. What distinguishes publicity and advertising from other promotion?

A. They seek to influence the potential customer at the point of sale.

B. They are personal forms of communication.

C. Their function is to attract the potential customer to the point of sale.

D. They are personal forms of distribution.

169. What distinguishes merchandising from other promotion?

A. It is an indirect method of influencing potential customers.

B. It seeks to influence potential customers at the point of sale.

C. The promoter has no control over the message.

D. The advertiser has no control over the message.

170. Brochures are of major importance in tour operators' marketing communications with customers because

A. they are a legal requirement in most countries

B. they act as a product substitute at the point of sale

C. they serve both as a promotional tool for the operator and as a souvenir for the customer

D. they serve both as a promotional tool for the operator and as a gift for the customer

171. Which of the following media is likely to reach the largest market in the US?

A. A newsletter for school teachers

B. A national women’s magazine

C. A periodical for birdwatchers

D. A student newspaper

172. Which of the following media is likely to reach the smallest market in the US?

A. A newsletter for school teachers

B. A national women’s magazine

C. A periodical for birdwatchers

D. A student newspaper

173. The abbreviation PR stands for

A. personnel representative

B. public requirements

C. public relations

D. private review

174. Which of the following Caribbean tourist products can be expected to have the largest market in Europe?

A. Beach holidays

B. Cruising holidays

C. Diving holidays

D. Sailing holidays

175. Which of the following Caribbean tourist products can be expected to have the smallest market in Europe?

A. Beach holidays

B. Cruising holidays

C. Diving holidays

D. Sailing holidays

176. The tourist agency has run an ________ for Christmas tours.

A. advertise

B. advertisement

C. advertising

D. advertiser

177. You should ________ the grand tour for the final-year stu­dents.

A. advertise

B. advertisement

C. advertising

D. advertiser

178. ________psychology became a subdiscipline in its own right in 1908.

A. Advertise

B. Advertisement

C. Advertising

D. Advertiser

179. Which of the following statements expresses most meaningfully the concept of accessibility as an element of tourist products for marketing purposes?

A. It means the physical distance in kilometers to a destination from points of origin.

B. It is a function of external transport to a destination.

C. It is interpreted in terms of the time taken and/or the cost involved to reach a destination.

D. It means the physical distance in miles to a destination from points of origin.

180. A ________owner would look for a radio station whose lis­teners dine out frequently.

A. restau­rant

B. hotel

C. motel

D. company