Bhm 316: Marketing Of Hotels And Catering Services Question Paper
Bhm 316: Marketing Of Hotels And Catering Services
Course:Bachelor Of Hotel And Hospitality Management
Institution: Rongo University question papers
Exam Year:2016
Course Code: BHM 316
Course Tittle :Marketing Of Hotels
And Catering Services
Instructions to Candidates:
.Answer question ONE and any other THREE questions.
.Duration is 3 hours
1. a) Marketing concepts are philosophies,orientation or theories that have been proposed by marketing professionals on the best way to manage markets.Discuss the FIVE marketing concepts. (15 mks)
b) Coordination between the marketing department and the other departments of a hotel is crucial for implementing the concept.Explain. ( 10 mks)
2. One of the major responsibilities of marketing executives is to monitor and search the environment which is constantly spinning out new opportunities and new threats.Discuss how the macro environment forces affect the opportunities of a firm. ( 15 mks)
b) Discuss any FIVE ways through which a hotel can acquire new products. (10 mks)
3. Using examples relevant to the hospitality industry , Explain the marketing Strategies that can be used in each stage of the Product Life Cycle (25 marks)
4. a) Explain the following concepts:
i) Market segmentation (2 mks)
ii) Target Marketing (2 mks)
iii) Market Positioning (2 mks)
b) Discuss the benefits of effective market segmentation (10 mks )
c) Discuss any THREE (3) pricing methods used in the Hospitality industry. (9 mks )
5. a) What is Customer Relationship marketing? (3 mks)
b) Examine the approaches to Customer Relationship Marketing.
(12 mks)
c) Critique the role of the Kenyan government in Marketing of Hotels and Catering Services in Kenya. ( 10 mks )
6. Discuss any FIVE (5) trends that are shaping the marketing environment in hospitality industry.
(25 mks)
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