NIOS Class 12 Tourism Chapter 19 Tourism Marketing Solutions to each chapter is provided in the list so that you can easily browse throughout different chapters NIOS Class 12 Tourism Chapter 19 Tourism Marketing Notes and select need one. NIOS Class 12 Tourism Chapter 19 Tourism Marketing Question Answers Download PDF. NIOS Study Material of Class 12 Tourism Paper Code 337.
NIOS Class 12 Tourism Chapter 19 Tourism Marketing
Also, you can read the NIOS book online in these sections Solutions by Expert Teachers as per National Institute of Open Schooling (NIOS) Book guidelines. These solutions are part of NIOS All Subject Solutions. Here we have given NIOS Class 12 Tourism Chapter 19 Tourism Marketing Solutions, NIOS Senior Secondary Course Tourism Solutions for All Chapter, You can practice these here.
Tourism Marketing
Chapter: 19
| TEXTUAL QUESTION ANSWER |
INTEXT QUESTIONS 19.1
1. What is marketing?
Ans: Marketing in its most simple form can be described as a process of achieving voluntary exchanges between customers and producers.
2. Give two differences between marketing and selling.
Ans: Selling is a part of marketing. Selling focuses on the needs of sellers while marketing focuses on the needs of buyers.
3. What is tourism marketing?
Ans: Tourism marketing can also be understood as a process which begins with understanding the needs of tourists (consumers) that are satisfied by offering a suitable product or service ( for example, a tour package).
4. What do you mean by Segmentation?
Ans: Segmentation is a process of identifying groups of buyers of a total market with different buying needs or requirements.
5. Name various selling techniques.
Ans: Direct Selling ,Retail Selling, Agency Selling, TeleSales, Door to door Selling, Business to business Selling, Mail order Selling, and Online Selling.
6. What constitutes Marketing Mix?
Ans: Marketing mix constitutes the core of an organisation’s marketing system which includes four basic decision areas known as the “four P’s” of marketing- product, price, promotion and physical distribution.
INTEX QUESTIONS 19.2
1. What is marketing environment?
Ans: All the factors internal as well as external form the business environment.
2. List the components that form the demographic environment.
Ans: Demographic environment includes population, its size and growth, population across different regions, age distribution, income levels, educational levels, household patterns, mixture of different racial groups and regional characteristics.
3. What is the importance of political environment for tourism?
Ans: Political environment provides the rules and regulations which are to be strictly followed by the companies and cannot be ignored.
INTEXT QUESTIONS 19.3
1. What is price?
Ans: Price is the monetary value decided for the exchange of goods and services between buyers and sellers.
2. What do you understand by penetration pricing?
Ans: Penetration pricing is setting a low price to increase sales and market share for products and services of a company.
3. What is psychological pricing?
Ans: The strategy used to give an impression of low price to the customers so that they are convinced to purchase the products.
INTEXT QUESTIONS 19.4
1. List three features of advertising.
Ans: It is paid form of communication; it is impersonal in nature and has an identified sponsor.
2. Which media of advertising are mostly used in tourism business?
Ans: Press, Media, Radio, TV, Videos, CD ROMs, Internet, Aerial Advertising, Railway Advertising, Off- the- wall Media.
3. What should be the criteria for selecting an advertising media?
Ans: Audience considerations, timing factors, geographic conditions, competitive factors, control considerations, production factors and financial considerations etc.
INTEXT QUESTIONS 19.5
1. Give two points of difference between advertising and sales promotion.
Ans: Advertising is impersonal in nature whereas as sales promotion is personal. Advertising is aimed at creating demand while sales promotion is aimed at increasing sale.
2. State a few objectives of Sales promotion.
Ans: Main objectives served by sales promotion are:
(i) Increase the sales of old, slow-moving and new products and services
(ii) Attract new customers and retain old customers,
(iii) Launch new products quickly and make them move faster,
(iv) Educate customers.
3. What are the various methods of sales promotion?
Ans: Various sales promotion methods are built around consumers, dealers and members of the sales force.
The various methods of Sales promotion are:
(i) Discount Coupons: This method is followed for consumer shopping goods such as textiles, household articles, etc. Consumers are allowed to avail discounts on their purchase when they surrender their coupons to the seller.
(ii) Free Samples: In this method the companies distribute samples of their product free of cost. This method is most effective in promoting consumers necessities and convenient goods. For example newspapers, medicines, etc.
(iii) Trade Shows & Exhibition: Trade shows and exhibitions are conducted to attract the attention of consumers and remind them of the product available in the market.
INTEXT QUESTIONS 19.6
1. What is a distribution channel?
Ans: A vehicle utilised to make a product or service available to the consumer.
2. Who are Travel Agents?
Ans: Travel agents act as intermediaries between the customer and the supplier and are known as retailers in tourism.
3. Name four online travel companies.
Ans: makemytrip.com, yatra.com, cleartrip.com and ibibo.com.
INTEXT QUESTIONS 19.7
1. What is CRM?
Ans: CRM is about taking personal interest and care of customers during and after the product is delivered to the customer.
2. How would you make use of CRM?
Ans: We can collect all available information about guests and store in a separate database for proper analyses so that a profile of each guest is created.
3. Is CRM necessary for a business?
Ans: CRM is necessary for tourism industry so that we come to know what a customer wants.
| Terminal Exercise |
1. Define marketing? How does it differ from selling?
Ans: Marketing is the process through which groups or individual person can obtain what they need and want by creating, offering and freely exchanging products and services they offer.
The key difference between marketing and selling are as follows:
(i) Marketing is “market oriented approach” whereas selling is “product oriented approach.”
(ii) Marketing starts with the buyer and focuses on the needs of the buyer whereas selling starts with the seller and focuses on the needs of the seller.
(iii) Marketing is satisfying the needs of the customer whereas selling is preoccupation with the seller’s need to convert product into cash.
(iv) Marketing is a broader term and includes selling whereas selling is a part of marketing.
(v) In marketing the consumer determines price, price determines cost whereas in selling cost determines price.
2. What are the features of tourism products? Describe the functions of marketing in relation to tourism.
Ans: The features of tourism products are :
(i) Inseparability: Services are consumed and experienced by a customer simultaneously and as such makes it impossible to demonstrate the product being offered before it is consumed.
(ii) Perishability: This is another important aspect of tourism product. Tourism products are intangible in nature and cannot be stored like the other tangible products.
(iii) Ownership: In tourism products, a customer buys only the experience. The transfer of ownership does not take place.
(iv) Heterogeneity: The other aspect of tourism products is their heterogeneity, which is a combination of several services provided by people. The increase in participation of humans results in different behavior from one consumer to another.
The foremost marketing functions with special reference to tourism marketing are as follows:
(i) Market Research.
(ii) Product Planning and Development.
(iii) Segmentation.
(iv) Promotion.
(v) Selling.
3. What is marketing mix? What are its various elements?
Ans: Marketing mix constitutes the core of an organization’s marketing system. It usually includes four basic decision areas known as the “four P’s” of marketing.
(i) Product.
(ii) Price.
(iii) Promotion.
(iv) Physical distribution.
Product is the heart of marketing mix and speaks about its unique features. It also includes pre-sale and post-sale services and the satisfaction it provides to the customer. Price signifies the value of a product. A desired and attractive price would attract customers. Place refers to the place and time. It stands for activities that make the product accessible and available to target consumers. Promotion tells you all about how to improve sales with the help of different activities such as advertising, personal selling, sales promotion etc. Since tourism and its related activities constitute service, the marketing mix for tourism, like any other service, would have three more elements in addition to these four P’s; which create a new dimension in their marketing strategy.
These include:
(i) People.
(ii) Physical Evidence.
(iii) Process.
4. What constitutes Marketing Environment? As a tourism professional suggest ways to handle the changing marketing environment.
Ans: Marketing environment includes factors, which affect the organizations ability to develop and maintain successful transactions and relationships with customers. Marketing environment refers to all the constituent forces which exist in an environment and influence the functioning of a business unit. The overall marketing environment is divided into two categories i.e. Macro environment and micro-environment. As a tourism professional it is important to understand all the factors related to the business and properly understand their ímpact on it. There are many external factors which have a great impact on any business.
Organizations are more inclined on their environment where:
(i) Required resources are not widely available.
(ii) Those resources are not evenly distributed.
(iii) Increasing connectedness disturbs elements of the environment and the linkage among them.
(iv) All the factors internal as well as external form the business environment.
Hence, understanding the business means understanding its marketing environment.
5. Discuss the main pricing strategies which can be used by tourism organisations.
Ans: The pricing strategies used in tourism are as follows:
I. Penetration Pricing:
(i) In penetration pricing, an organisation keeps a low price to increase sales and market share for its products. Once the organisation gains a market share, the organisation then increases the price of its products.
(ii) The penetration strategy is used to discourage competitors from entering the market.
(iii) For example, if a mobile phone company wants to offer a new mobile in the market, it will offer the mobile phone at a low cost to increase the sale.
II. Skimming the Cream Price
(i) The organisation sets an initial price which is high and then slowly lessens the price.
(ii) The objective is to skim profits of the market layer by layer.
(iii) This strategy is usually used in case of innovative products.
(iv) Companies use this pricing strategy to make customers feel and perceive that the product offered provides them with greater benefits than they will find elsewhere.
(v) For example, XYZ company products (like mobile phones and laptops) make customers feel that XYZ products are superior to those of its competitors. Therefore, customers happily pay higher prices and purchase XYZ products.
III. Psychological Pricing:
(i) This pricing is used to psychologically appeal to the customers.
(ii) This strategy is used to give an idea of low price to the customers so that they are convinced to buy the products.
(iii) For example, if a product like a wrist watch costs Rs. 2000, it is priced at Rs. 1999 to give the impression of a low price.
IV. Promotional Pricing:
(i) In promotional pricing, companies temporarily price their products below cost to increase short-run sales.
(ii) Companies offer special prices to increase sales.
(iii) These offers are conditional and for a limited duration. For example, Indian Airlines offers a round trip from Delhi to Mumbai for just Rs. 2000 provided the interested tourists travel within a week’s time.
V. Discount Pricing:
(i) Discount pricing is a strategy used to increase sales by offering a discount on the price of a product.
(ii) These prices are offered during a particular season or on purchase of a specified quantity or on a specified amount of purchase.
(iii) For example, a company offers winter clearance sales when the winter season is about to end or if a customer purchases goods for rupees 1000 he is given a 5% discount.
6. How does advertising differ from sales promotion? Briefly describe the chief sales promotion incentives used in tourism sector.
Ans: Advertising targets huge population while in sales promotion scope is limited. Advertising focuses on creating demand while sales promotion focuses on increasing sale. Various sales promotion techniques are designed around consumers, dealers and members of the sales force. The various methods of Sales promotion are:
(i) Discount Coupons: This method is followed for consumer shopping goods such as textiles, household articles, etc. Consumers are allowed to avail discounts on their purchase when they surrender their cOupons to the seller.
(ii) Free Samples: In this method the companies distribute samples of their product free of cost. This method is most effective in promoting consumers necessities and convenient goods. For example newspapers, medicines, etc.
(iii) Trade Shows & Exhibition: Trade shows and exhibitions are conducted to attract the attention of consumers and remind them of the product available in the market.
7. What are various channels of distribution used in tourism business? List the factors determining their selection.
Ans: A medium used to make a product or service available to the customer is called sales distribution channel. The distribution channels are used in tourism are as follows:
(i) Travel Agents: Travel agents are those who buy the product from wholesalers and sell the product to tourists for a commission. Travel agents act as intermediaries between the customer and the supplier and are known as retailers in tourism. Travel agents work in close contact with the tourists and build a personal rapport with the tourists. These agents act as a single local contact point and as such them need not contact many suppliers. Travel agents in some cases make all the arrangementS et the destination and simplify payment In case of international travel.
(ii) National, State and Local Tourism Agencies: All travel agencies cannot provide all-inclusive packages to their clients in all parts of the world. They may be sponsored by the state or constitute business associations with the common goal of providing information and promoting tourism in certain regions. Tourist agencies advertise resources and tourist attractions, and help customers to plan their trips providing maps, guides, and bookings.
(iii) Tour Operators and Wholesalers: Tour operators are wholesalers, also called consolidators, who buy ìn large volumes and have access to a surplus inventory on highly discounted rates. Tour operators prepare tour packages and give them to travel agents for selling. They design packages as per the requirements of the market.
(iv) Online Travel Companies: the products, they buy from suppliers then display and offer products through internet. The examples of such companies are makemytrip.com, yatra.com, cleartrip.com and ibibo.com. These companies sell tourism products like air tickets, railway tickets and hotel rooms etc.
8. What is the process of Customer Relationship Management? State the significance of Customer Relationship Management for tourism industry?
Ans: CRM involves the following steps as follows:
(i) It collects information about its customers.
(ii) Builds a customer database (detailed information about customers).
(iii) Obtains the requirements of the customers.
(iv) Analyses the requirements of the customers.
(v) Develops products and services as per the requirements of the customers.
(vi) Maintains personal communication with the customers.
(vii) Offers and delivers products and services through personal communication.
Significance of CRM for tourism industry is:
(i) CRM can be seen in the case of restaurants, hotels, motels, or hotel chains, which actively gather data about their guests.
(ii) All available information about a guest is stored in a separate database and is properly analysed, and a profile of each guest is created.
(iii) Based on the created profile, it is possible to access each guest in a special and personalised way, because the hotel management and staff are familiar with the wishes and needs of guests.
(iv) When the hotel has enough information about its guests, it can make classification and segmentation of individual guests or groups of guests, and can determine the product needs of each individual customer or group of guests.
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