Study Questions - Chapter 8 - Services Marketing

Students,

In preparation for the quiz, answer the study questions. below.  Uploading your responses is optional.

Chapter 8 - Services Marketing

1. Fill in the blanks. During a successful marketing planning process, management will:
   

   Services Marketing

   P: __________________________________ R: __________________________________ I: __________________________________ C: __________________________________ E: __________________________________

2. Should services be marketed exactly the same as manufactured products and packaged goods? Why or why not?
3. Name at least three reasons for tourism marketers to do marketing research.
4. Why is segmentation so important to effective marketing?
5. What does integrated marketing communications achieve?
6. What stages do customers usually go through when they make decisions about buying travel services?
7. Name the three types of market priorities for British Columbia’s tourism experiences (according to Destination BC). What geographic segments are found in each?
8. What is the net promoter score (NPS) for a destination with 20% detractors and 80% supporters?
9. Why is delivering great experiences an important part of services marketing? Give five reasons.