Question 1

a) As the marketing manager of a four-star hotel, describe how you will segment your market. Describe the variables you will use to segment the market and how you will position the products to the consumers. (9 marks)

b) Using examples, describe five (4) key distinguishing characteristics of hospitality products. (8 marks)

c) Describe two (2) marketing challenges associated with the intangibility of service and suggest possible solutions, using examples. (8 marks)

Question 2

a) What key areas should be covered in an initial training programme for new sales staff in a hotel? (8 marks)

b) As the marketing and sales manager of a four-star hotel, describe any four (4) means by which sales activities of your sales personnel can be evaluated. (8 marks)

Question 3

a) Who are baby boomers and honeymooners? Mention two (2) expectations each from these segments of a hotel. (6 marks)

b) Why is marketing in a hospitality organization not a function that can be left to the people working in the marketing department only? Give two (2) reasons to support the statement. (4 marks)

c) Product, place, promotion, and price are all important considerations when a company is developing and marketing a new product. Using the above variables, suggest a marketing strategy a hotel can adopt if the hotel wants to add families with children under 12 years of age to their target marketing mix. (10 marks)