Marketing And Managing Tourism Destinations 3rd Edition Alastair M. Morrison - Solutions

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Stock Turnover is a way to measure stock performance. It is an indication of the number of times the stock has been“turned over” or replaced over a given period of time. This is a measurement of sales performance too, as the higher the rate, the better the stock (and the business) is
Explain how the internet has become a key area for public relations activities.
Integrated marketing communications are highly coordinated.Identify a new product or service and research the IMC across different platforms and media. Is the message consistent?
Facebook has more than 2 billion monthly active users. What started as an online social network allowing people to connect with each other has transformed into a behemoth media mogul and a real game-changer in mobile advertising. Facebook’s mobile ad platform—called Audience Network—delivers
A Unilever brand in Thailand ran into some problems with one of its promotion campaigns, the “Citra 3D Brightening Girls Search.” Citra Pearly White UV Body Lotion is marketed as a skin-whitening product. Skin whitening is popular in many Asian countries because lighter skin color is associated
Although consumption of carbonated beverages has been decreasing, it is still an $81 billion industry in North America, which far exceeds alternatives such as water ($23 billion) and sports drinks ($9.4 billion). That’s why Coca-Cola and Pepsi still battle it out. Coca-Cola’s market share
What activities can be used in customer relationship building?
Using the internet, research the characteristics of a success ful salesperson. Then think about a recent interaction with a salesperson where you purchased a product.Using the steps in the selling process, outline how the salesperson followed (or did not follow) each of the steps.Did your
You are the district manager for Pureation Beverage Group, a beer and wine distributor. The company has experienced rapid growth and needs to add additional salespeople to its team. Using the sales force management steps in your text, discuss what needs to be done to effectively manage your sales
Evaluate the sales promotion activities of a grocery store in your area. What consumer sales promotions is it using? Is it successful at reaching its target market with effective promotions?
As consumers increasingly use social media and mobile apps to save money, companies must “go where the consumers are”and offer digital coupons and other sales promotions in those locations. Digital coupons are today’s fastest-growing coupon segment. They can be individually targeted and
In years past, employees at Staples have faced a challenging work environment. According to The New York Times, Staples maintained an internal reporting system nicknamed “Market Basket” that carefully tracked all equipment and protection plan add-ons that each sales staff member sold. Staples
Mountain Goat Cyclery is an independent bicycle retailer in Colorado specializing in mountain bikes. It offers a full line of mountain bikes for men, women, and children as well as accessories and bike repair services. Like many local retailers, it advertises in local media such as newspapers,
Describe the two types of company websites. What challenges do marketers face when using websites to market their products and services?
With a dominant internet presence, is there still a place for catalog marketing?
Choose a product or service that is unique to your own country or region. Design and deliver a short DRTV sales piece to promote it and create sales.
Real-time marketing is being used by marketers to connect with consumers. Search the web for real-time marketing examples, and describe three. Why were they successful
Traditional direct marketing is still used by marketers to reach targeted consumers. Using the major forms of traditional direct marketing, select three forms, and prepare a presentation using examples of how companies connected with you, their customer. What was your response?
According to Google’s Consumer Barometer, an interactive digital consumer insights tool, some 93 percent of UAE and Saudi Arabian under-35s go online using either smartphones or tablets.The 2018 data suggests that 52 percent of UAE residents prefer mobile devices compared to traditional desktops;
According to one survey, 92 percent of U.S. companies now claim that social media marketing is important for their businesses.Fashion designer Kenneth Cole took advantage of the trend in 2011 by posting the following tweet: “Millions are in uproar in #Cairo. Rumor is they heard our new spring
Explain what a business should look at when considering the potential of a foreign market.
Explain the two major links between the seller and the final buyer in the global value delivery network. Why is a whole-channel view important for a firm’s distribution choices?
The chapter describes the global marketing presence of McDonald’s, IKEA, and Amazon. Select two additional global companies, and identify their market entry strategies. Support your position.
China has emerged as an enormous social media market. With more than 1.35 billion people and 635 million internet users, internet usage in China is growing explosively at about 30 percent annually. That makes it an extremely attractive market for Western social media companies such as Facebook,
Some 18 million tourists visited Greece during 2014—a figure approaching twice the population of Greece. Only 50 years ago, the country was attracting around 33,000 tourists a year. Tourism has wrought fundamental changes in Greece; it has had a massive social and financial impact on the country.
Explain how sustainable marketing meets consumers’needs
Assume that you are the marketing director of a new retail chain. From the outset, you want to be environmentally sustainable. Research how other retailers achieve this, and create a checklist.
Using the internet, research current practices on employee use of social media at work. Write an ethics policy to govern social media use by employees.
Greenwashing is the practice of promoting a product by misleading consumers about its environmentally beneficial aspects. Products might be labeled as “natural,” “green,”“environmentally friendly,” or “biodegradable” but have little or no environmental benefits. Many companies are
Since the 1970s, Nestlé and other companies have faced criticism about their marketing of infant formula to families in developing countries. Their marketing has positioned formula as superior to breast milk and as a more modern way to feed babies despite emerging research findings that breast
One of the biggest news items in the UK retail sector recently is the £1.4 billion acquisition in September 2016 of Home Retail Group, the parent company of Argos, by Sainsbury’s, one of the leading British supermarkets. Unsurprisingly, the highlights of this business decision are the huge sum
The world has rapidly gone online, social, and mobile. And no company is more online, social, and mobile than Facebook.Despite the growing number of social media options, Facebook continues to dominate. In little more than a decade, it has accumulated 2.2 billion active monthly
It was 2009. James Park and Eric Friedman were at a breaking point. They’d been flitting around Asia for months, setting up the supply chain for their company’s first product, the Fitbit Tracker.Having raised capital to launch the product with nothing more than a circuit board in a balsa wood
Over the past few decades, the practice of gathering customer feedback data has been changing as new technologies have let marketers dig deeper. For example, take customer satisfaction surveys. A common scenario involves retail cashiers promoting online surveys to customers by pointing out links on
As Sara Blakely got ready to go out for a night on the town, she stood looking into her closet, trying to decide what to wear.There were her favorite dress pants—an elegant pair of unlined cream-colored Arden B. designer slacks. She loved them enough that she’d paid full price for
You’ve no doubt heard of 5-Hour Energy—the small red bottles filled with an energy-infused elixir, located alongside the candy and gum near the checkout at most grocery and convenience stores.Chances are good that you’ve tried one. You may even be among the more than 4 million people in the
Long-term brands face a balancing act. On the one hand, they must remain true to the characteristics that endear them to their throngs of loyal customers. On the other hand, the longer a brand remains, the more it must develop new attributes that appeal to new generations of customers. Maintaining
In a survey by brand strategy firm Lippincott, the most trusted brand in consumer electronics was not Apple. Nor was it Samsung, Sony, or Microsoft. It was Bose, the still relatively small, privately held corporation that has been making innovative audio devices for more than 50 years. In consumer
In 1970, Italian Gianluigi Aponte founded the Mediterranean Shipping Company (MSC) with a single second-hand ship and just $5,000 in capital to move cargo between Europe and Africa. Despite a challenging, price-based competitive environment, MSC has since prospered and grown to become the world’s
Once upon a time, there were two major forces dominating the discount retail market: Walmart and Target. The two retailers offered very similar merchandise assortments, and their stores were close to one another—often facing off from opposite sides of major boulevards. The two were constantly
Outdoor-products megaretailer Bass Pro Shops has seemingly been breaking the rules of retailing for nearly 50 years and basking in the spoils as a result. With more than 95 retail stores throughout the United States and Canada, the privately held Springfield, Missouri–based company reeled in $4.6
Social media networks seem numberless these days, but only an elite few that started in the early days of the World Wide Web still survive. One of those is LinkedIn, a social media site that debuted in 2002. Today, more than just surviving, LinkedIn is thriving. The professional networking social
When it comes to personal selling, the term win-win gets thrown around so much that it has become a cliché. But at Procter &Gamble, the selling concept that the company benefits only if the customer benefits has long been a way of life. Since William Procter and James Gamble formed a
When people think of buying and selling things online locally, most think automatically of Craigslist, the classified ad marketplace that has dominated that business for the past two decades. But as the rest of the world has gone mobile, Craigslist has not. In fact, the familiar but cluttered
How does a French company successfully market an American version of a Korean skin beautifier under a French brand name in Australia? Ask L’Oréal, which sells more than $30 billion worth of cosmetics, hair care products, skin care concoctions, and fragrances each year in 150 countries, making it
How does the marketing process create value for customers and the company?
What is marketing myopia? What are the short- and long-term implications for business in this situation?
Define marketing management, and explain how marketing managers design winning marketing strategies.
In small groups, using the five core customer and marketplace concepts, discuss how the following companies address the first step in the marketing process:(a) Uber, (b) Dunkin’, (c) Dannon, and (d) McDonald’s.
Examine how your college or university creates value for the customers it serves. How does your institution differentiate and position itself? Outline its integrated marketing program from your own perspective. Is it successful? Why or why not?
In the summer of 2014, people with connections to ALS (LouGehrig’s disease) raised awareness of the condition by urging people to post videos of themselves dumping buckets of ice water over their heads and to challenge others to do the same.The efforts raised millions of dollars in online
The internet has become a vital marketing medium, and payper-click (PPC) is one of the many ways for a business to attract traffic. It is risky, and a business can spend a lot of money, get a lot of visits, but end up with very few actual sales. Search engines allow businesses to buy listings in
What are the key characteristics of destinations?
How would you define destination management?
What is destination marketing?
What are the major differences between destination management and destination marketing?
Who are the five groups of stakeholders in destination management?
What are the features that make destination management and marketing unique?
What are the 10 As of successful destinations?
What is destination governance?
What are the typical roles of national DMOs?
What are the relative benefits and weaknesses of government-run DMOs?
What have been the major influences on tourism planning over recent decades?
What are the major benefits that a destination will realize from initiating a tourism planning process?
The DMO should target which outcomes to be desired as the result of conducting tourism planning and from implementing the plan?
Which topics should be covered in a tourism plan for a destination?
At which geographic levels is tourism planning done? What are the advantages to integrating across these various geographic levels?
What process should be applied in tourism planning for destinations? How important is the selected process to the overall success of the planning?
Strategic planning and visioning are different processes. How would you describe the key differences between these two planning methods?
What are the advantages of using tourism planning toolkits to guide destination planning processes?
What are the steps in conducting a destination visioning process?
What are the key destination marketing professional principles?
Which five questions comprise the destination marketing system?
What are the management functions represented by each of the letters in the PRICE model?
Which timeframes are specified within the destination marketing planning process?
What is the difference between a DMO vision and a DMO mission?
What are the three parts included in a destination marketing plan?
What are the 8 Ps of destination marketing, and which steps does each of them involve?
How are destination marketing control and evaluation accomplished?
What are the contributions of research for each of the roles of destination management?
Ongoing research, periodic research and as-needed research are the three components of a destination management research agenda.What are the essential differences among these three research agenda categories?
Which steps are followed in the research process for destination management?
Secondary and primary research data and information are both important in destination management research. How would you differentiate these two concepts?
Research results can often be boring. What are some techniques that can be used to more interestingly and effectively communicate a DMO’s research findings?
How should a study of existing visitors (visitor profile study) be conducted?
What methods can be used to analyze potential markets for a destination?
People’s images of destinations have a significant influence on where they travel. Which destination image measurement techniques can be applied?
How important is it to determine resident attitudes and opinions about tourism and how can this research be accomplished?
What is a destination audit and how can destination product research help to improve the destination product?
How can destinations measure the economic impact of tourism?
How important is competitive analysis for a destination and how should a destination select the competitors to evaluate?
Why is it important for a DMO to do performance measurement and reporting?
What should be the contents of a destination management research plan?
What is the definition of the destination product as it relates to the destination management role of product development?
The destination product has several components. What are these components?
Which principles should be articulated to guide product development within a destination?
How can a DMO encourage the adoption of a sustainable tourism development approach?
What are the stages of the tourism area life cycle (TALC) model and how do these stages impact the product development role of a DMO?
The levels of involvement of DMOs in product development vary significantly. Can you explain the continuum of involvement indicating the roles that a DMO can play?
What is the difference between hard and soft product development?

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Marketing And Managing Tourism Destinations 3rd Edition Alastair M. Morrison - Solutions

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