CTA Travel Marketing & Promotions 2

Question 1

Which marketing concept describes the total perceived value a customer receives from a travel product minus what they pay for it?

Accepted Answer

Customer value proposition

Answer

The customer value proposition is the perceived benefit minus the cost, representing why a customer should choose your travel product.

Question 2

A travel agency wants to target customers who previously booked Caribbean cruises. Which marketing approach best fits this goal?

Accepted Answer

Behavioral segmentation

Answer

Behavioral segmentation groups customers by past purchase behavior, making it ideal for targeting prior cruise bookers.

Question 3

What does 'co-op advertising' mean in the travel industry?

Accepted Answer

A supplier and agency share the cost of promoting the supplier's product

Answer

Co-op advertising occurs when a supplier (like a cruise line) shares advertising costs with a travel agency to promote the supplier's products.

Question 4

Which promotional tool is most effective for generating immediate short-term bookings during a slow season?

Accepted Answer

Sales promotion with limited-time discount

Answer

Sales promotions with time-limited discounts create urgency and are most effective at driving immediate bookings.

Question 5

A travel agent sends monthly e-newsletters to past clients. This practice is an example of which marketing strategy?

Accepted Answer

Retention marketing

Answer

Retention marketing focuses on keeping existing customers engaged and encouraging repeat business.

(CTA) Certified Travel Associate Practice Test