ROUND-UP 1. Choose the most appropriate option. Hard skills... are personality traits. are used in personal life. refer to the technical knowledge that is acquired through education. 1. a. b. c. When hiring, employers look at... school results and previous working experience. the grade of your high school diploma. your internships. 2. a. b. c. Market segmentation is... a way of putting together different customers in the same buying group. a way of dividing customers in groups according to their main characteristics. a way of linking different groups of customers. 3. a. b. c. When talking of Place in the marketing mix, this could be... travel agencies. OTA's. both the above. 4. a. b. c. Customer service is... the same as customer care. made by the interactions at the moment of purchase. the sum of all the interactions with a customer. 5. a. b. c. The idea of safety for a tourist is normally... a concern, so an opportunity for the travel professionals to support their customers. not the first thought on their mind. a concern that comes after the cost of the trip. 6. a. b. c. 2. Decide whether the sentences are true or false, and correct the false ones. T F Soft skills are abilities that allow you to fit in the culture of your organisation, to deal with colleagues and customers and to get the desired outcome from your work. 1. ☐ ☐ Marketing is a very complex process that includes all the activities a company undertakes to identify what goods or services to offer, what value they have for consumers, and how to promote their sale. 2. ☐ ☐ Primary research means using existing information. 3. ☐ ☐ Traditional advertising uses means like social media ads, pop-ups and banners. 4. ☐ ☐ Good customer service makes no difference for retaining old customers and getting new ones. 5. ☐ ☐ Understanding what type of customer you are dealing with can help you drive the sale. 6. ☐ ☐ Customer satisfaction can help a business to thrive. 7. ☐ ☐ The first step of after-sales support is touching base with customers when they return from a trip. 8. ☐ ☐ 3. Match the beginnings and endings. Soft skills... have the ability to promote a service simply by recommending it. 1. a. A cover letter is the introduction to a CV and is used... when every aspect of the travel is pre-planned. 2. b. B2C marketing targets... are teachable and measurable abilities like writing or using a computer program. 3. c. The incubation phase of a product is when... a positive customer experience. 4. d. Influencers... the product is developed, money is invested and there is no profit. 5. e. Treating staff well and training them properly... consumers directly, for example a travel agency selling to the traveller. 6. f. Technology can support... to highlight why the applicant would be suited to the open position. 7. g. All organised-customers like it... will help to give clients a positive customer experience. 8. h.