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1. Which of the following best describes marketing?

A. Setting up a market stall. C. Selling as many products as you can.
B. Buying as many products as you can. D. Identifying and satisfying customer needs & wants.
2. It is a company's road map, indicating what the company wants to become by setting a defined direction for the
company's growth.
A. Marketing Objectives C. Mission
B. Market Segmentation D. Vision
3. Which of the following is a key component of external marketing?
A. Creating awareness. C. Good pay and working conditions.
B. Training staff to use the company’s services. D. None of the above
4. Chad has an interest in partying every weekend. This can help a marketer determine the customer’s:
A. Psychographics C. Buying behavior
B. Demographics D. Competitive behavior
5. Which of the following product is an example of a Demographic Segmentation (Gender)?
A. Perfume C. Cellphone
B. Toothpaste D. None of the above
6. It is a transaction where the seller needs to convert his products into cash.
A. Marketing C. Marketing strategy
B. Segmenting D. Selling
7. Which of the following best describes a marketing plan?
A. An emergency policy revision plan for long term business benefit.
B. A plan that focuses on goals, objectives, vision, and the needs of customers.
C. A plan to increase the market value of several companies.
D. None of the above.
8. It defines the company’s business, it’s objectives and approach to reach those objectives.
A. Marketing Objectives C. Mission
B. Market Segmentation D. Vision
9. It is a strategic planning technique used to help a person or organization identify different factors in business
competition or planning.
A. Situational Analysis C. Marketing Strategy
B. Market Segmentation D. SWOT analysis
10. Which of the following is a key component of internal marketing?
A. Communicating company goals regularly. C. Establishing short-term and long-term satisfaction.
B. Setting service level expectations. D. Both A & B
11. The following does not describe trade shows in tourism marketing, except:
A. Joining tourism conferences to meet potential partners or customers.
B. Take out ads in trade publications to get the eyes of travel sellers around the country onto your product.
C. Leveraging social media, blogs and online video in different shows.
D. None of the above.
12. The change in the climate of the city where a product is being sold will affect the __________region of the
marketing plan.
A. Behavioral C. Demographic
B. Psychographic D. Geographic
13. Africa-American, Asian, Hispanic, Caucasian falls into the _____ category which helps determine how to market a
product in a region.
A. Gender C. Income
B. Marital Status D. None of the above
14. It is a method used to identify customers with similar wants and needs.
A. Situational Analysis C. Marketing strategy
B. Market segmentation D. Integrated Marketing Communications
15. The following does not describe forming a partnership in tourism marketing, except:
A. Reaching customer interaction with the use of social media.
B. Getting a travel vlogger to advertise your place in exchange for free stays.
C. Joining travel symposiums to gain brand awareness.
D. None of the above.
16. A business with a(n) _____ believes that it exists not only to satisfy customer wants and needs and to meet
organizational objectives but also to preserve or enhance individuals' and society's long-term best interests.
product orientation
sales orientation
customer orientation
social orientation
17. The _____ philosophy assumes people will buy more if aggressive selling techniques are used.
product orientation
sales orientation
customer orientation
social orientation
18. Which of the following statements about the societal orientation is true?
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Companies that protect the environment by using all-natural materials in their products are showing a societal
marketing orientation.
Marketers cannot deliver all benefits sought by customers because these benefits may not be in the long-term
best interests of the customers.
Organizations have both a social and economic justification for their existence.
All of these statements about societal orientation are true.
19. This element of market mix refers to the tangible good or the intangible service that a business offers to satisfy the
customer’s needs and to produce their expected results.
Product
Promotion
Physical Evidence
None of the answers is correct.
20. To arouse customer interest, and educate them as they evaluate their buying choices before delivering the
products/services are attributed to this particular marketing mix.
Product
Promotion
Physical Evidence
None of the answers is correct.
21. The lobby at a hotel is an example of what element of marketing mix?
Product
Promotion
Physical Evidence
None of the answers is correct.
22. Accessibility of the tourism destination is an example of what element of marketing mix?
Product
Promotion
Physical Evidence
None of the answers is correct.
23. The use of a payment system is an example of what element of marketing mix?
Product
Promotion
Physical Evidence
None of the answers is correct.

II. Write the best answer on the answer sheet provided based on the problem below.

Clinton Hotel opened its doors to tourists in 2018. It was considered as of the best hotels in the country with its
vast and luxury amenities for a reasonable price. With the years of extensive planning, they have come up with several
marketing strategies to create a competitive edge among competitors. One of their strategies is to hire top-notch foreign
employees who are experts in their field. They went on sponsorships, social media advertising, and out-of-home
advertising to inform customers about it.
They are almost fully booked for 7 months; however, their popularity only lasted for a year. The hotel received
lesser bookings, and almost all the guests are complaining about how unorganized and uncompetitive the employees are.
Their complaints are not given attention as well. Being alarmed by the negative feedback, the executive gathered all the
managers. They decided to invest in training employees especially on communication, organization, and other frontline
skills. They implemented uniform policies on how to handle every request and complains of guests.
After a few months, the hotel was back to normal and started to fill in their rooms with happy guests. Every time
there is an inquiry or request, they make sure to respond and accommodate it. Word of mouth became their biggest
marketing tool and most of the guests are feeling loved and cared for.
24. What is the business’s external marketing?
A. Hiring top-notch foreign employees. C. Training employees
B. Sponsorships, advertising, out of home advertising. D. Both A & B
25. What is the business’s internal marketing?
A. Attending the wants and needs of guests. C. Training of employees.
B. Implementing uniform policies for the employees. D. None of the above.
26. What is the business’s interactive marketing?
A. Word of mouth as a marketing tool. C. Accommodating the guest’s request & needs.
B. Addressing the customer’s complaints. D. None of the above.
27. What is the most important thing that the business should have done from the start?
A. Created an effective marketing plan. C. Implement business rules and policies.
B. Develop strategies to focus on customer satisfaction. D. Proper education and training of employees.
28. Whose role in the problem is the most important factor in creating customer impression or satisfaction?
A. Management (managers/supervisors). C. The front line employees.
B. The executives. D. All of the above.
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III. Identify what type of 5-force analysis are the scenarios below. Choose the best answer on the box and
shade the letter of your choice on the answer sheet provided.

A – Competitive Force D – Legal/Regularity Force

B – Economic Force E – Technological Force

29. The business might need to do some renovations or additional employee training might be required by the
mandated government. -C
30. The business might need to increase the salary of employees or change their schedules because of labor law. -C
31. With the increase in inflation and joblessness, the customer’s buying and travel behavior might be affected. - B
32. The use of social media marketing is the cheapest and easiest way to market the business. - E
33. The destination might need to change its marketing strategies because of changes in the customer’s
product/service preferences. - B
34. The Malijao Inn is threatened by the new hotel that opened in Victorias. – A
35. A business might need to incorporate technology upgrades. - E