2nd Term, SY 2023-2024 1000007012 — TH2108

Pre-final Examination Page 1

Name:_____________________________ Section:___________________________ Date:_______________

Notice: C. Step 7: Define the 4Ps
Any form of cheating will result in a score of ZERO. (e.g. D. Step 8: Set SMART Goals
leaking of exam items and answers on social media,
9. These businesses operate nearby and offer a product
copying from other students, using prohibited
or service that could pass as a similar substitute for a
resources/cheat sheets, etc.)
business’ products and services.
Use black or blue pen only. Pencils and erasable pens are
not allowed. A. Direct competitors
B. Indirect competitors
I. (75 points) C. Niche markets
Read and analyze each item. Encircle the letter of the D. Sister companies
correct answer. 10. Step 7 in writing a tourism marketing plan outlines the
4Ps of the marketing mix. Which of the following is the
A. (15 items x 2 points)
correct set of 4Ps?
1. This concept refers to grouping people with similar A. Place, people, process, product
needs and wants and identifying their preferences for B. Place, people, product, price
products and services. C. Place, promotion, people, price
A. Market classification D. Place, price, promotion, product
B. Market segmentation 11. These businesses provide products that are not the
C. Market targeting same as a specific business but could satisfy the same
D. Market zoning customer need or solve the same problem.
2. It is a systematic process by which an organization tries A. Direct competitors
to maximize the satisfaction of tourist demand through B. Indirect competitors
research, forecasting, and the selection of tourism C. Niche markets
products and services to meet that demand. D. Sister companies
A. Distribution 12. In the tourism product life cycle, this stage shows a
B. Marketing continuous increase in tourist volume, and the local
C. Promotions community starts earning a good number of financial
D. Sales resources.
3. Which step in the tourism marketing plan helps identify A. Consolidation
the gaps in the market and develop new products and B. Development
services? C. Exploring
A. Step 1: Reflect on the Previous Year D. Involvement
B. Step 2: Research the Industry 13. This step in developing a tourism marketing plan
C. Step 3: Analyze Competitors shapes a company’s culture and drives the business by
D. Step 4: Write the Mission Statement conveying its reason for its existing staff, stakeholders,
4. This method of market segmentation considers climate, and guests.
territory, natural resources, and population density. A. Step 2: Research the Industry
A. Geographic segmentation B. Step 3: Analyze Competitors
B. Product-related segmentation C. Step 4: Write the Mission Statement
C. Psychographic segmentation D. Step 5: Undertake a SWOT Analysis
D. Socio-economic segmentation 14. Which step of the tourism marketing plan reviews
5. In market segmentation, which of the following is a business trends and competitor successes and
product-related variable? failures?
A. Age A. Step 1: Reflect on the Previous Year
B. Benefit expectation B. Step 2: Research the Industry
C. Market area C. Step 3: Analyze Competitors
D. Social class D. Step 4: Write the Mission Statement

6. Which of the following is a geographic variable in 15. Which step in developing a tourism marketing plan
market segmentation? uses a combination of factors to control and promote a
business’ brand and influences customers to purchase
A. Buying habits
one’s products or services?
B. Family size
C. Population density A. Step 6: Determine the Ideal Target Audience
D. Social class B. Step 7: Define the 4Ps
C. Step 8: Set SMART Goals
7. Which component of the marketing mix helps one’s D. Step 9: Outline Strategies and Tactics
brand reach customers through advertising channels
such as radio, press, or outdoor advertising?
B. (15 items x 3 points)
A. Place
B. Price 16. Arrange the CORRECT sequence of the tourism
C. Product product life cycle:
D. Promotion
I. Consolidation
8. In developing a tourism marketing plan, this step allows
a business to identify where it sits in its external and II. Decline or Rejuvenation
internal environment.
A. Step 5: Undertake a SWOT Analysis III. Involvement
B. Step 6: Determine the Ideal Target Audience
IV. Stagnation
 2nd Term, SY 2023-2024
Pre-final Examination
Name:_____________________________ Section:___________________________ Date:_______________
V. Exploring
VI. Development
A. I, III, V, VI, IV, II
B. I, III, VI, V, II, IV
C. V, III, VI, I, II, IV
D. V, III, VI, I, IV, II
17. Step 9 in writing a successful tourism marketing plan
involves outlining strategies and tactics. The strategy
explains what to be done, and the tactic explains how
to achieve the goal.
A. The first statement is correct, while the second
statement is incorrect.
B. The first statement is incorrect, while the second
statement is correct.
C. Both statements are correct.
D. Both statements are incorrect.
18. Rejuvenation means the re-growth or re-introduction of
a destination’s new tourism products like attractions
and facilities. Rejuvenation happens before the
consolidation stage of the tourism product life cycle.
A. The first statement is correct, while the second
statement is incorrect. 26.
B. The first statement is incorrect, while the second
statement is correct.
C. Both statements are correct.
D. Both statements are incorrect.
19. STI Marketing Inc. segments its target audience for a
specific product according to their occupation, income,
and education. Which type of segmentation is evident 27.
in the scenario?
A. Geographic segmentation
B. Product-related segmentation
C. Psychographic segmentation
D. Socio-economic segmentation
20. In market segmentation, which item is NOT considered
a psychographic variable? 28.
A. Opinions
B. Lifestyle
C. Personality traits
D. Social class
21. Seppy and friends rescheduled their trip to a beach
resort in Zambales due to its announced temporary
closure brought by the natural environment’s
destruction and needed rehabilitation. Which stage of
the tourism product life cycle is reached by the beach
resort?
A. Consolidation
B. Development
C. Involvement
D. Stagnation
22. STI Restaurant uses this planning tool to determine
whether there are success factors or obstacles to
where the business sits in the environment and
location. Which step in developing the tourism
marketing plan is described?
A. Step 2: Research the Industry
B. Step 3: Analyze Competitors
C. Step 4: Write the Mission Statement
D. Step 5: Undertake a SWOT Analysis
23. The marketing mix is a combination of factors a tourism
business can control to promote its brand and influence
customers to purchase its product. The 4Ps, product,
place, price, and people, are central to a business’
marketing plan.
A. The first statement is correct, while the second
1000007012 — TH2108
Page 2
statement is incorrect.
B. The first statement is incorrect, while the second
statement is correct.
C. Both statements are correct.
D. Both statements are incorrect.
24. STI Promotions Agency considers and surveys a
product that targets a particular segment regarding their
personality traits, benefit expectation, and social class.
Which type of market segmentation is NOT covered?
A. Geographic segmentation
B. Product-related segmentation
C. Psychographic segmentation
D. Socio-economic segmentation
25. STI Hotel examines its nearby accommodation
establishments to help itself develop new products and
services and identify some gaps in the market. Which
step in the tourism marketing plan is performed by the
hotel?
A. Step 2: Research the Industry
B. Step 3: Analyze Competitors
C. Step 4: Write the Mission Statement
D. Step 5: Undertake a SWOT Analysis
In Rizal, Eli’s Farmhouse and View Deck limits the
number of visitors to preserve the place and avoid
which stage of the tourism product life cycle?
A. Consolidation
B. Development
C. Involvement
D. Stagnation
Splitting up a market based on location is a basic but
beneficial strategy. Which kind of market segmentation
is described?
A. Demographic segmentation
B. Geographic segmentation
C. Product-related segmentation
D. Psychographic segmentation
Exploring is the second stage of the tourism product life
cycle. In this stage, a small number of visitors start
coming to the unspoiled destination.
A. The first statement is correct, while the second
statement is incorrect.
B. The first statement is incorrect, while the second
statement is correct.
C. Both statements are correct.
D. Both statements are incorrect.
29. Seventeen Café drafts its competitor successes and
failures and studies the current market trends to
determine the area's business climate. Which step in
developing a tourism marketing plan is described?
A. Step 2: Research the Industry
B. Step 3: Analyze Competitors
C. Step 4: Write the Mission Statement
D. Step 5: Undertake a SWOT Analysis
30. Psychographic segmentation is similar to demographic
segmentation but deals with more mental and
emotional characteristics. Examples of demographic
segmentation variables are social class, occupation,
and ethnic group.
A. The first statement is correct, while the second
statement is incorrect.
B. The first statement is incorrect, while the second
statement is correct.
C. Both statements are correct.
D. Both statements are incorrect.
II. (25 points : 5 items x 5 points)
 2nd Term, SY 2023-2024 1000007012 — TH2108
Pre-final Examination Page 3

Name:_____________________________ Section:___________________________ Date:_______________

Answer the following items on the space provided or a 5. Create a mission statement for your brand of tourism or
separate sheet of paper (as needed). hospitality business. Respond in no more than three (3)
sentences.
1. Why is it necessary for tourism and hospitality
businesses to have SMART goals in their marketing
RUBRIC:
plans? Limit your answer to three (3) sentences.
2. Why is there a need to reflect on the previous year in FOR SHORT ANSWER
writing a successful tourism marketing plan? Limit your CRITERIA PERFORMANCE INDICATOR POINTS
answer to three (3) sentences. Provided pieces of evidence,
3. Provide an example where a tourist destination reaches Content supporting details, and factual 3
its decline or rejuvenation stage. Limit your answer to scenarios.
three (3) sentences. Expressed the points in clear
Organization
and logical arrangement of 2
4. Do you still consider traditional marketing effective? of ideas
ideas.
Why or why not? Limit your answer to three (3)
sentences. TOTAL 5