Model paper

Dean's Office Official Model Question Paper

MKT 201 · Sales and Marketing

Programme
BHM
Academic year
Semester 3
Paper type
Official Model Question
Sitting
Dean's Office Blueprint
Full marks
60
Duration
180 minutes

Tribhuvan University

Faculty of Management

Office of the Dean

Official Model Question Paper / Dean's Office Blueprint

Course: MKT 201 · Sales and Marketing

Level: Bachelor of Hotel Management (BHM) · Semester 3

Full Marks: 60

Time: 3 hrs.

Candidates are required to give their answers in their own words as far as practicable. Figures in the margin indicate full marks.

Group A

Brief Answer Questions. Attempt ALL questions. (5 × 2 = 10)

[5*2=10]

  1. What are the 7Ps of the Services Marketing Mix?

    [2]
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    The 7Ps of Services Marketing

    1. Product, 2. Price, 3. Place, 4. Promotion, 5. People (hospitality service personnel), 6. Process (service delivery mechanisms and workflow), 7. Physical Evidence (ambiance, interior design, branding collateral).

  2. Define Market Segmentation. State two bases for segmenting hotel guests.

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    Market Segmentation in Hospitality

    Market Segmentation is the process of dividing a broad target market into distinct subsets of consumers who share similar needs, characteristics, or buying behaviors.

    Bases for Segmentation:

    1. Purpose of Travel: Business travelers vs. Leisure vacationers.
    2. Geographic Origin: Domestic travelers vs. Regional South Asian tourists vs. Long-haul Western tourists.

  3. What is an Online Travel Agency (OTA)? Give two examples.

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    Online Travel Agencies (OTAs)

    An OTA is an internet marketplace that allows consumers to research, compare rates, and book hotel rooms, airline flights, and holiday packages.

    • Examples: Booking.com, Expedia, Agoda.

  4. Differentiate between push and pull promotional strategies in hotel marketing.

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    Push vs. Pull Marketing Strategy

    • Push Strategy: Marketing efforts directed at travel intermediaries (travel agents, tour operators) through commissions and trade shows to ‘push’ hotel rooms to travelers.
    • Pull Strategy: Marketing directed directly at end consumers through social media ads, SEO, and public relations to create guest demand that ‘pulls’ bookings.

  5. What is dynamic pricing in hotel revenue management?

    [2]
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    Dynamic Pricing

    A flexible pricing strategy where room rates continuously adjust in real-time based on fluctuating market demand, competitor pricing, booking lead time, and remaining room inventory.

Group B

Descriptive Answer Questions. Attempt any THREE questions. (3 × 10 = 30)

[3*10=30]

  1. Explain the unique characteristics of hospitality services: Intangibility, Inseparability, Perishability, and Heterogeneity (Variability). Detail the specific marketing strategies hoteliers use to manage each characteristic.

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    Service Characteristics and Hospitality Marketing Strategies

    1. Intangibility (Cannot be seen, tasted, or touched before purchase):
      • Marketing Response: Tangibilize the intangible through high-definition 360-degree virtual room tours, verified TripAdvisor guest testimonials, awards, and luxurious physical evidence in brochures.
    2. Inseparability (Production and consumption occur simultaneously):
      • Marketing Response: Invest heavily in frontline employee recruitment and emotional intelligence training; manage customer-to-customer interactions in dining rooms.
    3. Perishability (Unsold hotel rooms cannot be stored for tomorrow):
      • Marketing Response: Implement revenue management and dynamic pricing; offer weekend discounts, off-season corporate retreats, and last-minute mobile promotions to fill empty capacity.
    4. Heterogeneity / Variability (Service quality varies depending on who provides it and when):
      • Marketing Response: Establish rigorous Standard Operating Procedures (SOPs), automate routine service touchpoints, and maintain ongoing quality audits.

  2. Explain the Segmentation, Targeting, and Positioning (STP) framework for a boutique heritage resort in Bhaktapur, Nepal.

    [10]
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    STP Framework: Bhaktapur Heritage Boutique Resort

    1. Segmentation

    • Segment A (Cultural Experiential Seekers): Inbound European and Japanese tourists aged 35–65 interested in UNESCO heritage, pottery, Newari woodcarving, and authentic cuisine.
    • Segment B (Urban Weekend Escapists): Affluent Kathmandu professionals and couples seeking romantic weekend staycations.
    • Segment C (Corporate Leadership Retreats): Executive teams seeking quiet off-site strategy venues.

    2. Targeting

    • Select Segment A (Cultural Seekers) as primary target market due to high willingness to pay (ADR: USD 180) and longer average length of stay (3 nights).
    • Select Segment B (Domestic Staycations) as secondary target to maintain robust weekend occupancy during off-peak monsoon months.

    3. Positioning

    • Positioning Statement: “For discerning travelers seeking cultural enlightenment, Bhaktapur Heritage Resort is the only living museum sanctuary that immerses guests in 15th-century Malla-era Newari architectural elegance while providing five-star contemporary wellness and authentic culinary journeys.”

  3. Explain the Direct vs. Indirect distribution channel conflict in hotel room sales. Compare the advantages and disadvantages of Direct Bookings (Brand Website) vs. Online Travel Agencies (OTAs).

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    Direct vs. Indirect Distribution in Hospitality

    Dimension Direct Brand Website Online Travel Agencies (OTAs)
    Commission Cost Very low (3–5% payment gateway/booking engine fee). High (15% to 25% commission per booking).
    Customer Data Ownership Hotel owns complete guest email, phone, and preference profile. OTA retains guest contact info (disguised email).
    Brand Loyalty Builds direct loyalty and repeat direct booking incentives. Promotes loyalty to the OTA marketplace, not the hotel.
    Market Reach Limited to guests already aware of the brand or searching organic SEO. Massive global visibility; billboard effect across millions of international shoppers.

    Strategic Resolution (The Billboard Strategy):

    Hotels leverage OTAs to attract first-time international guests (accepting the 18% commission), but deliver exceptional on-property experiences and exclusive return incentives (e.g., free airport pickup, room upgrade) to convert subsequent stays into commission-free Direct Bookings.

  4. Explain the components of an integrated Digital Marketing Strategy for a five-star hotel, covering Search Engine Optimization (SEO), Social Media Marketing, Influencer Partnerships, and Email Marketing.

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    Integrated Digital Marketing Strategy for Luxury Hotels

    1. Search Engine Optimization (SEO) & Google Hotel Ads:
      • Optimize local SEO for high-intent keywords (“Luxury hotel near Kathmandu airport”, “Pokhara lakeside resort with mountain view”).
      • Integrate Google Free Booking Links and Google Hotel Center to capture direct bookings on search engine results pages.
    2. Visual Social Media Marketing (Instagram / TikTok / YouTube):
      • Showcase cinematic reels of sunrise views, chef table masterclasses, and spa treatments to evoke aspirational emotional resonance.
    3. Strategic Influencer Collaborations:
      • Partner with vetted luxury travel bloggers with proven engagement rates; establish clear deliverable contracts (high-res photography, reels, authentic review posts).
    4. Personalized Email Marketing:
      • Automate pre-arrival emails offering airport transfer upgrades and dinner reservations.
      • Post-stay survey emails linked to TripAdvisor; seasonal anniversary loyalty promotions.

Group C

Comprehensive Answer / Case Analysis Question. (1 × 20 = 20)

[1*20=20]

  1. Case Study: Brand Re-Positioning & Digital Marketing Campaign for Maya Mountain Resort, Nagarkot

    Maya Mountain Resort, a 60-room property in Nagarkot renowned for sunrise Himalayan views, is suffering from severe occupancy swings: weekend occupancy hits 95% from domestic domestic leisure guests, but weekday occupancy collapses to 18%. Overall ADR is discounted to NPR 6,500, and 75% of bookings originate from OTAs paying an 18% commission. The resort has invested NPR 20 million in a new heated infinity pool, organic farm-to-table restaurant, and glass-walled conference pavilion.

    As Director of Sales & Marketing: a. Formulate a Market Repositioning Strategy to attract mid-week corporate retreats, diplomatic conferences, and luxury international wellness travelers. b. Design an attractive 2-night Mid-Week Corporate Package and a Weekend Wellness Package with pricing and value inclusions. c. Develop a Direct Booking Campaign (Book Direct & Save) to reduce OTA dependency from 75% down to 40% within one year. d. Formulate a 6-month Marketing Communication Budget and KPI tracking framework.

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    Comprehensive Marketing & Brand Repositioning Strategy

    a. Strategic Repositioning Blueprint

    • Current Stance: Generic weekend domestic leisure getaway.
    • New Brand Positioning: “Nagarkot’s Premier Himalayan Wellness & Executive Retreat Sanctuary”.
    • Weekday Strategy: Target corporate banks, INGOs, IT multinationals, and pharmaceutical enterprises for Monday–Thursday conferences, leadership retreats, and wellness off-sites.

    b. Tailored Product Packages

    1. Mid-Week Executive Retreat Package (Mon–Thu):
      • Rate: NPR 11,500 per executive/night.
      • Inclusions: Deluxe room, state-of-the-art glass pavilion conference hall, high-speed fiber internet, four-break gourmet catering, and evening networking bonfire.
    2. Weekend Himalayan Wellness Rejuvenation (Fri–Sun):
      • Rate: NPR 28,000 for 2 nights (double occupancy).
      • Inclusions: Valley-view suite, daily guided morning yoga at sunrise, organic farm-to-table dining, and complimentary heated infinity pool access.

    c. Direct Booking Campaign: ‘Book Direct, Experience More’

    1. Best Rate Guarantee: Guarantee that the official brand website is always NPR 500 lower than any OTA rate.
    2. Exclusive Direct Value Add-ons:
      • Free high-speed airport transfer or complimentary bottle of wine upon arrival.
      • Guaranteed late checkout at 15:00.
      • NPR 1,500 dining voucher redeemable at the farm-to-table restaurant.
    3. Loyalty Program: Instant 10% discount for guests who enroll via email sign-up.

    d. 6-Month Budget Allocation and KPI Scorecard

    • Marketing Budget (NPR 2,400,000):

      • Google Ads & Meta Paid Social: NPR 900,000 (37.5%)
      • Website Revamp & SEO: NPR 500,000 (20.8%)
      • High-Profile Influencer & Media Fam Trips: NPR 400,000 (16.7%)
      • Corporate Sales B2B Roadshows & Networking: NPR 600,000 (25%)

    • Key Performance Indicators (KPIs):

      • Weekday Occupancy: Increase from 18% to 50%+.
      • OTA Booking Share: Decrease from 75% to 38%.
      • Average Daily Rate (ADR): Grow from NPR 6,500 to NPR 9,500.
      • RevPAR: Increase by 65% within 6 months.