Name:
Date:

MARKETING -- TEST #1
Chapters 1-7
Total points – 100

Note: This exam consists of your response to a case analysis and discussion questions
Case Analysis: Please respond to the questions at the end of the case titled, “Sweetest Dreams Inn”, page 655 of your text. You can provide any other remarks you wish since your points will be determined in large part by the comprehensiveness of your analysis (Breadth, Depth, and Application). Points = 15
Evaluate Mai Phan’s present strategy. What should he do? Explain.
Answer: One thing for sure, he has to get market visibility. Some research is already completed by the Regional Tourist Bureau which confirms most of what he suspects; he has to change to draw in more vacationers. 78% of visitors indicated that recreational facilities were important. He is going to have to utilize the 5-Step Approach to Marketing Research to help define the problem and what information is needed (p.208) 1. Define the Problem 2. Analyze the situation. 3. Getting Problem-Specific Data. 4. Interpreting the data. 5. Solving the problem.
The information provided by the research by the tourist bureau is a good starting point and he will have to get primary (information specifically collected to solve the current problem) and secondary data (information that has been collected or published already)(p.210). The best place to start is on the Internet by using search engines and databases. These provide lists of links to websites in the search parameters (p.210). The Quantitative research has been done already by the Tourism Bureau. He is going to have to do Qualitative questioning (p.213) to get in-depth, open-ended responses because he really wants what they are thinking. He has also observed (p.216) some results by vehicles coming into his parking lot then leaving due to no restaurant or swimming