Question 1:

(a) Using an example of your choice within the tourism or hospitality sector, explain the function where a firm uses only a "direct marketing" channel for marketing its products and services.

(b) Identify and describe the different functions performed by marketing channel intermediaries within hospitality and tourism businesses.

Question 2:

(a) Explain briefly what is meant by "customer relationship management" and give some reasons for its growing importance in marketing.

(b) Explain what is meant by each of the following and discuss their importance in customer relationship management: Customer lifetime value, customer perceived value, customer satisfaction, customer equity.

Question 3:

Assume that you work for a leisure company in Mauritius and your company is evaluating a proposal to set up a theme park. This will be a major development and it is intended to attract visitors from the domestic and international markets as well as from neighbouring countries. The company wishes to estimate the expected number of visitors annually from the potential markets. Discuss the critical steps that the marketing research project has to look into.

Question 4:

Professional services organizations, such as hotels and tourism related businesses, typically sell to customers rather than clients. What does this tell you about what to consider within the nature of professional hospitality sales and what are the marketing characteristics for professional services marketers to consider when selling a service?