Travel and Tourism

UNIVERSITY OF CAMBRIDGE INTERNATIONAL EXAMINATIONS International General Certificate of Secondary Education

*7889339810*

TRAVEL AND TOURISM Marketing and Promotion Candidates answer on the Question Paper. No Additional Materials are required. READ THESE INSTRUCTIONS FIRST Write your Centre number, candidate number and name on all the work you hand in. Write in dark blue or black pen. You may use a soft pencil for any diagrams, graphs or rough working. Do not use staples, paper clips, highlighters, glue or correction fluid. DO NOT WRITE IN ANY BARCODES. Answer all questions. At the end of the examination, fasten all your work securely together. The number of marks is given in brackets [ ] at the end of each question or part question.

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October/November 2010 2 hours 30 minutes

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Question 1 The German National Tourist Board (GNTB) has developed a number of marketing themes for the years 2008 to 2012, to help segment the market, as shown in Fig. 1. Year 2008 2009 2010 2011 2012 Marketing Theme Palaces, Parks and Gardens – Romantic Holidays in Germany Active Lifestyle Holidays – Walking and Cycling in Germany European Capital of Culture – the Ruhr region Health and Fitness Holidays in Germany Germany – Open for Business Fig. 1 (a) (i) Give three examples of target markets that the German National Tourist Board (GNTB) has identified through the themes shown in Fig. 1. Example 1 Example 2 Example 3 (ii) Define the term ‘market segment’. [3]

[1] (iii) Identify the form of segmentation used by the GNTB between 2008 and 2011. [1]

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3 (b) Describe each of the following promotional methods, used by organisations such as the GNTB: • direct mailshots to overseas embassies;
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participation in trade fairs, such as the World...