Tourism Marketing at Fachhochschule Salzburg

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Study with flashcards and summaries for the course Tourism Marketing at the Fachhochschule Salzburg

Exemplary flashcards for Tourism Marketing at the Fachhochschule Salzburg on StudySmarter:

Which of the following statements related to trademark registration are correct?

Exemplary flashcards for Tourism Marketing at the Fachhochschule Salzburg on StudySmarter:

what are the main instruments within the communication mix?

Exemplary flashcards for Tourism Marketing at the Fachhochschule Salzburg on StudySmarter:

In market segmentation the following criteria should be respected:

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Exemplary flashcards for Tourism Marketing at the Fachhochschule Salzburg on StudySmarter:

What is "Branding"? Please describe briefly

Exemplary flashcards for Tourism Marketing at the Fachhochschule Salzburg on StudySmarter:

Describe the term market positioning

Exemplary flashcards for Tourism Marketing at the Fachhochschule Salzburg on StudySmarter:

What is a buyer's market? Describe briefly

Exemplary flashcards for Tourism Marketing at the Fachhochschule Salzburg on StudySmarter:

Which elements are part of an organizations "microenvironment"?

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Exemplary flashcards for Tourism Marketing at the Fachhochschule Salzburg on StudySmarter:

Please name (not describe) the 4 major groups or variables used for segmenting consumer market

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Please describe the term "customer equity"

Exemplary flashcards for Tourism Marketing at the Fachhochschule Salzburg on StudySmarter:

What are the features of a "corporate VMS"? (vertical marketing system)

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How many different product classes are defined in the treaty of Nice, dealing with trademarks protection?

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please describe briefly the value proposition "more for more" and give a small example.

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Exemplary flashcards for Tourism Marketing at the Fachhochschule Salzburg on StudySmarter:

Tourism Marketing

Which of the following statements related to trademark registration are correct?

the protection of a registered trademark can be extended 10 times for ten years

Tourism Marketing

what are the main instruments within the communication mix?

direct marketing

Tourism Marketing

In market segmentation the following criteria should be respected:

  • The segmentation variables should be measurable
  • the market segment must be big enough to be economically successful
  • the target group should be in reach for the organization
  • the target group should be actionable
  • the target group should act or behave different to other target groups
  • ——————————————————-
    Requirements for effective segmention
    • Measurable: size, purchasing power and and profiles
    • Accessible: reaching and serving effective
    • Substantial: segment should be the largest homogenous
    group worth pursuing a tailored marketing program
    • Differentiable: segments are conceptually distinguishable
    and respond differently to different marketing mixes
    • Actionable: enough staff to develop separate marketing
    programs for each segment

Tourism Marketing

What is "Branding"? Please describe briefly

Branding is the image that you as a company create and the people in the market recognize you for. It is also to show the difference between your company and your competitors If a person sees a brand they will immediately have everything in mind, what they feel and think about it, preferences for it, the environment of the brand, origin etc.

eg: Mona Lisa is a brand and DaVinci is the trademark - and you also think about the other paintings by DaVinci

Tourism Marketing

Describe the term market positioning

Market positioning is where a company want to be in the market - market share which should be gained over "Target marketing" the company wants to gain more market share based on a specific target group of people which are selected and divided into specific segments like demography and behavioral segments

Tourism Marketing

What is a buyer's market? Describe briefly

When supply is bigger than demand

focus on consumers (how they behave, how to create loyalty)

big competition on the market (businesses need to fight for their customers)

customers can choose between many different brands and products

Tourism Marketing

Which elements are part of an organizations "microenvironment"?

publics

Tourism Marketing

Please name (not describe) the 4 major groups or variables used for segmenting consumer market

  • demographic segmentation
  • geographics segmentation
  • psychographic segmentation
  • behavioral segmentation

Tourism Marketing

Please describe the term "customer equity"

total combined customer lifetime values of all the company ́s customers, it suggests the future
build right relationship with right customer, according to their profitability,

Tourism Marketing

What are the features of a "corporate VMS"? (vertical marketing system)

production and distribution under single ownership

Tourism Marketing

How many different product classes are defined in the treaty of Nice, dealing with trademarks protection?

45

Tourism Marketing

please describe briefly the value proposition "more for more" and give a small example.

"more for more" refers to the concept that the consumer gets more value (quality)for a higher price. eg: cars -> Mercedes Benz vs. VW (you get more quality/more ps for a higher price)

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