MKT 344 Final-2

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Southern New Hampshire University *

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344

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Marketing

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Feb 20, 2024

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FINAL EXAM am MKT 344 FALL 2023 Professor Prince Dec., 2023 STUDENT NAME: Two consecutive hours are to be taken. Time Began: 9:00 Time Ended: 11:00 Answers should only use textbook materials as sources. You should not use any external articles or books for your submission. ANSWER DISCUSSION QUESTIONS FROM FOUR CASE STUDIES OF THE SIX IN CHS 13 AND 14 OF YOUR TEXT: 13.1) What are the advantages and disadvantages of all-inclusive packages for destinations?  There are many advantages when it comes to having an all-inclusive package but, some of the big ones that I've seen in the text and experienced in my trips were that you can eat and drink all you want, there are many activities and good service, it's relaxing not having seriously plan everything. With this, there are also many disadvantages. Some of the bigger ones are the possibility of having lower quality services, limited culinary exploration, ther e is a dependency on resort amenities, and my favorite hidden costs 13.3) This case was written in March 2020, before the full extent of the pandemic was known. With the benefit of hindsight, did the postponement of the World Expo 2020 event have the same impact that It could have had before the outbreak of the Covid-19 outbreak emerged  There is no doubt that the travel industry and tourism industry will come back to where they used to be. This was not possible until 2022, 2023. The postponement of the World Expo 2020 was not really a concern on the impact of the virus on the UAE. UAE is one of the most resilient markets in the world. Particularly in Dubai, where tourism is a big contributor. Residents, who are "constantly traveling," must spend more time in the city and reduce their travel. I believe that the postponement of the world expo 2020 event did have the same impact that it could have had before the outbreak of Covid.

14.1) Why go public about a mistake that might lead to negative headlines and criticism from stakeholders? Why not just fudge the next few sets of data until the figures are back on track?  It is smart to admit a mistake publicly, even if it could lead to bad press or criticism from stakeholders, as it demonstrates openness, responsibility, and long-term image management. Today's world is fast-paced and connected, and information spreads quickly through many channels. Communicating openly and honestly with all stakeholders is essential for building trust and trustworthiness. As a beginning, admitting mistakes demonstrates a commitment to honesty. Companies that are honest about their flaws are liked by stakeholders, including customers, investors, and the general public. A growing number of companies are paying attention to corporate governance and ethical practices. By admitting mistakes, a company shows its commitment to honesty and willingness to take responsibility. In addition to building a corporate culture of accountability, this openness also fits with doing business in an honest way. AA company can also control what is talked about its mistake when it admits it in public. An outside source or leak can expose a mistake, which leaves the company with no control over the story and may spread false information. Taking the initiative to admit the mistake can help firms present the facts in a way e mistake can help firms present the facts in a way that's in line with their values and goals. It is possible for the company to frame the story in this way, to admit the mistake, and to explain how it intends to fix the problem by taking this strategic step. Despite the company's desire to avoid bad press, admitting mistakes and dealing with them openly will benefit the company long term. It is more likely that shareholders will work with a company that is honest about its mistakes, especially in today's information-rich environment. In the long run, publicizing mistakes improves an organization's image, since it builds trust, accountability, and resilience. 14.2) What are the insights about the success of this campaign?  Well, the success of this campaign all started from their goals. To me, the most important one is the fact that they wanted to motivate travel to Queensland's Great Barrier Reef Islands. If you are not able to motivate the people to go then there is no type of success to come out of this. One of the key results to the success are the amount of people they’ve been able to reach through media which is around 3 billion people. They had 8.7 million website hits, an average of 8.25 minutes each, with 55 million page views. Along with that they from a creative standpoint, had their campaign won 35 international advertising awards. 14.3) How does this case highlight the need for consistency of the brand positioning theme over time?  This case highlights the need for consistency of the brand positioning theme over time because the numbers show us. It is important to note that the ToMA and decision set findings indicate that brand salience has not improved for the region between 2003 and 2015. This is important because brand salience is the basis of the CRIBE hierarchy and was the first objective of the new brand campaign for the RTO. In 2003, 2007, 2012, and 2015, destination brand salience results were consistent across the five destinations. Researchers identified minimal changes in

perceptions of five destinations' closest and most important visitor markets between 2003 and 2015. Market positions have only been maintained through induced efforts of this kind. The implications of repositioning a destination should therefore be understood by academics and marketing researchers. There is little evidence of successful destination repositioning in the literature, as discussed. In spite of the fact that this research was conducted in Australia, it provides DMOs around the world with a practical tool for assessing brand performance over time in terms of past marketing communications effectiveness and future performance indicators.

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MKT 344 Final-2

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