Refer to the Scenario Below to Answer the Following Questions

question 126

Multiple Choice

Refer to the scenario below to answer the following questions.
Tan Peng Kia, owner of Seabird Terrace, watched his investment grow from a small, seaside motel to a thriving year-round resort in just a few years. Overlooking the Terengganu coast, Seabird Terrace had attracted thousands of visits in some months, but then faced a tremendous downturn in business during the monsoon season. "But, given the industry in the nearby towns, very little year-round competition, and our close proximity to towns," Tan said, "I couldn't understand why seasonality had to hit Seabird Terrace so hard!"
So Tan spent his time devising a new marketing plan. He put together a promotional package designed to attract business travelers year-round. Tan's plan, then, involved a seasonal large-scale selling and promotion effort -to be implemented from March to July -that would attract the usual crowd. His idea worked! During the monsoon season, Tan greeted numerous business travelers-both satisfied repeat guests as well as new guests who had been snagged by his promotional appeals.
"We still have a long way to go," Tan admitted. "Our restaurant offers delicious local foods, but we'd like to expand that. We provide health club privileges off-site, but we'd like to eventually provide our own. These are goals I hope to achieve in a few years. Our first project, however, included a renovation of our guest rooms and I'm quite proud of the results." Tan then added, "Actually, there are so many possibilities!"
-Tan Peng Kia has decided to ask selected guests to participate in an extensive survey about their experience at Seabird Terrace and about their most desired amenities and vacation experiences.By implementing the suggestions he receives from guests,he would be following the ________ concept.

• A) production
• B) product
• C) selling
• D) marketing
• E) societal

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Definitions:

Add-On Option

A feature that can be added to a financial product or service, often for an additional cost, providing extra benefits or coverage.

Fixed-Rate Mortgages

A type of mortgage where the interest rate remains the same throughout the term of the loan.

Weighted Average

A calculation that takes into account the varying degrees of importance of the numbers in a data set.

Competitive Rate

An interest rate, price, or charge that is favorable compared to those offered by competitors.