problem 1)a) Richard Branson launched Virgin Atlantic Airways to take on overpriced British Airways. The first Virgin flight, on June 22, 1984, took off loaded with celebrities and media. The flight came equipped with waiters in white ties and tails, and free-flowing champagne. The airborne party enjoyed international press coverage. Branson knew that photographers have a job to do and they’d turn up at his event if he gave them a good reason to.
a) Identify the type of promotional tool used in the above situation and describe its advantages.
b) Apart from the promotional tool used by Richard Branson in the above scenario, identify the major tools in the marketing communication mix and discuss their benefits. Support your answer with suitable exs.
problem 2)
a) Many Marketing Managers have their favorite research techniques. Some maintain that the only way to collect primary data is through in-depth, qualitative research. Others contend that the only legitimate and defensible form of marketing research involves quantitative measures. How far do you agree with this statement? Justify your answer.
b) Describe which method/s of primary data collection you would use to gather information regarding guests’ preferences. Justify your answer.
problem 3)
a) Describe different types of pricing techniques. As a consumer which method do you personally prefer to deal with? Justify your answer.
b) Describe how branding can benefit a tourism/hospitality organisation.
problem 4) Southwest Airline grows by entering new markets that are overpriced and underserved by current airlines. The company believes it can bring fares down by one-third to one-half whenever it enters a new market, and it grows the market in every city it serves by making flying affordable to people who previously could not afford to fly.
a) Describe Ansoff’s product-market expansion grid and discuss its significance for Marketing Managers.
b) By using Ansoff’s model, identify and describe on the growth strategy used by Southwest Airline.
problem 5) Developing the website is a main factor to success of any tourism/hospitality organisation. Describe.