LEI4560 Progressive Test 1

perishability

"An unused guestroom, an empty restaurant seat, or an unfilled tee-off time represents business lost forever." This statement illustrates which of the following characteristics of hospitality products and services?

forced-choice question

"Shall I book your tour group for Thursday night or Friday night?" This is an example of which closing technique?

direct mail

"Targetable, personal, flexible, designed for prospect involvement and action, easily cost-controlled, and easily tested and measured." These attributes describe which form of hospitality advertising?

routine paperwork.

Salespeople should minimize the time they spend on:

pause

A closing technique that is especially effective in telephone sales is the __________ close.

suggestive selling.

A food server recommending a special house dessert to guests who have finished their meals is an example of:

buzz marketing.

A form of publicity that involves using celebrities and ordinary "real people" to try new products and spread the word about them by talking to friends, posting comments on the Internet, and so on is called:

the hotel's actual sales to its potential sales

A hotel's "yield" is based on a simple percentage that compares:

director of revenue management

A large hotel might rely on a ___________________ to forecast demand and supply and research the profitability of groups.

at least one representative from each revenue center at a property.

A marketing team should include:

major

A question or statement that asks for the sale is called a __________ close.

Ranking accounts enables you to allocate time to your most promising accounts.

As a salesperson, why might you rank your accounts according to profitability?

weekly function meetings

At which of the following sales meetings would it be most appropriate to review and finalize details of upcoming group events?

off-seasons

Demand is lowest and reduced rates are typically offered to increase business during which of the following?

33

Demographers estimate that by the year 2050, ___ percent of the population in the United States will be 55 years or older.

market segmentation.

Dividing the market into groups of customers with similar needs, wants, backgrounds, incomes, and buying habits is called:

the ability to analyze

Effective salespeople should be able to study their property's strengths and weaknesses and use their findings to benefit potential clients. What characteristic does this describe?

be tied to results that are due to employee performance, start and end on a relatively short-term basis, be tied to results that translate indirectly to bottom-line dollars (all of the above.)

Employee incentive programs should:

social media

Facebook, Twitter, and LinkedIn are all examples of __________ websites.

in-house promotions.

Secretaries' clubs and frequent traveler programs are examples of:

internal marketing.

Selling employees on the property and their importance to its success is called:

relationship selling.

Guest profiles are most useful to properties that strongly encourage:

increasing the product knowledge of employees.

Having employees spend a night as "guests" in the property is an effective way of:

"I understand."

Successful salespeople use rewarding remarks to show agreement with a prospective client. Which of the following is an example of a rewarding remark?

journalists will develop articles or reports about the firm or otherwise mention the firm free of charge.

Hospitality firms send news releases to news media primarily in hopes that:

thank the client and leave as soon as politely possible.

If a presentation sales call results in a sale, the salesperson should:

$262,800

If guests could be induced to spend just $2 more per day, the additional sales in one calendar year for a 300-room property running an 80% occupancy (and an average per room occupancy of 1.5 persons) would be:

department managers.

Implementing marketing action plans at a large firm is the responsibility of:

a sales performance by market segment report

In a hotel sales office, which of the following reports would a sales manager use to review a salesperson's booking activity by market segment during a specific time period?

the director of sales

In a large hotel, which of the following positions is primarily focused on carrying out marketing strategies and directing the sales staff?

a competition analysis.

Market share and fair share calculations provide important marketing information as part of:

consolidation.

Mergers, acquisitions, and joint ventures within the hospitality industry make up a trend referred to as:

straight salary

Most properties pay a new salesperson __________ for the first six to twelve months on the job.

18.8% market share; 16.7% fair share

Number Available Occupancy RoomNights Rooms RoomNights Hotel 1 150 54,750 78% 42,705 Hotel 2 200 73,000 70% 51,100 Hotel 3 250 91,250 74% 67,525 Hotel 4 300 109,500 60% 65,700 Total 900 328,500 227,030 Given the data above, what is the market share and fair share for Hotel 1?

develop a sales-oriented staff.

One of the first things that an effective general manager must do to start an internal sales program is:

family

Package tours to local attractions, in-house baby-sitting services, children's menus, and play equipment are examples of special services designed to attract the __________ market.

price-rate mix

Peak, valley, and shoulder are terms used primarily in which of the following components of the hospitality marketing mix?

a media-buying service

The Carefree Hotel has an in-house advertising department that has already created advertisements for its campaign. Which of the following types of agencies is the hotel likely to contract with if it only needs to purchase airtime and print space?

personal

The area 2 to 4 feet (.6 to 1.2 meters) from a client is called the client's __________ space and is often the closest a salesperson may get to a client.

half

The business traveler market accounts for about __________ of all hotel room revenue.

the director of sales

The general manager of a downtown convention hotel is assembling a team from various departments to draft recommendations for the property's marketing plan. A critical area for the team to address is increasing group business. Which of the following positions typically has the most to contribute to a marketing team's efforts in this area?

the number of people who listen to the radio each day.

The greatest strength of radio advertising is:

Mountain Lodge guests, employees, and the guests and employees of competitors.

The new sales manager of the Mountain Lodge is conducting a property analysis to learn more about the lodge's strengths, weaknesses, opportunities, and threats. The sales manager should talk to:

gather information and learn the names of decision-makers.

The objective of prospect calls is to:

pop-under

The type of Internet ad that is displayed only after the content window is closed is called a __________ ad.

identify a need in the marketplace and fulfill that need before the competition does.

There are two basic choices a property has when positioning itself. A property can directly compare itself with the competition and strive to compete directly for a particular market share, or:

a general description of the property and room rates

What information is typically found in a property fact book?

Asking current clients to identify others who might be interested in the hotel's products and services.

What is "referral prospecting"?

a form used by salespeople to document information from sales calls

What is a call report?

Internal merchandising is the use of tent cards, elevator posters, and other promotional items at the property itself to promote the property's facilities and services.

What is internal merchandising?

to reduce sales staff turnover

What is one of the purposes of sales incentive programs?

to increase sales by promoting effective guest-employee relationships

What is the main objective of internal sales?

to track sales history patterns and identify sales areas that can be improved

What is the purpose of an occupancy and activity analysis?

to build team spirit, to reduce sales staff turnover (Both A and B)

What is the purpose of sales incentive programs?

security

What is typically the most important factor for women travelers when choosing a hotel?

it's important to listen and ask questions to determine the caller's needs.

When an inquiry call is received by the sales department:

recognition

When developing an incentive program, trips and merchandise are often used as a reward, but for many employees, ___________ is just as important as any reward.

thinker

When selling people with a ________ personality type, you must win them over with actions and be prepared to give them factual, solid evidence in response to their questions.

avoid talking with gum or anything in their mouth, smile as they speak, keep their voice pitched low (all of the above.)

When speaking with a client over the telephone, salespeople should:

the media's gratuitous mention of your firm

Which of the following best defines publicity?

percentage-of-sales budgeting

Which of the following budgeting techniques is based on the previous year's sales levels?

persistence

Which of the following characteristics of successful salespeople best captures the ability to use a steady and systematic selling approach and follow up consistently on their prospects and customers?

pool and exercise facilities

Which of the following criteria is of little importance to relocating businesspeople who are selecting an all-suite or extended-stay property?

Asking the client questions always precedes the "presenting your property" step of a presentation sales call.

Which of the following is a fundamental rule of a presentation sales call?

coffee mug with hotel logo

Which of the following is considered a specialty item?

closing and following up

Which of the following stages in the selling process involves a salesperson asking a client for the sale?

The property should make sure that its homepage contains the most important information about the property.

Which of the following statements about a hospitality property and its website is TRUE?

Information recorded in a function book includes the total time required for preparation, breakdown, and cleanup for each function booked.

Which of the following statements about a hotel sales office's function book is TRUE?

Objectives for each market segment and revenue center should be specific and measurable.

Which of the following statements about determining marketing objectives is TRUE?

Using a third-party endorsement helps build rapport with the client or prospect.

Which of the following statements about telephone appointment calls is TRUE?

Employee empowerment gives employees the authority to make on-the-spot decisions to respond to guest needs-decisions that used to be made only by managers.

Which of the following statements best describes employee empowerment?

to build repeat business from business travelers for whom secretaries make travel arrangements

Which of the following statements best describes the purpose of a secretaries' club?

public relations calls

Which of the following telephone calls do salespeople make simply to generate goodwill?

zero-based budgeting

Which of the following types of marketing budgets ensures that the marketing efforts will be funded at the level required to accomplish the marketing objectives and implement the action plans developed by the marketing plan?

a service call

Which of the following types of outgoing sales calls is made in order to develop client satisfaction and loyalty?

rate-category-alternatives method

Which of the following upgrading techniques would likely be most effective for a salesperson who was attempting to sell middle-rate rooms to guests who might otherwise choose a lower rate?

their property's fact book

Which of the following would salespeople typically use to gain a thorough knowledge of their own properties?

A registration confirmation form which informs guests about on-site restaurants.

Which one of the following is an example of cross-selling?

service guarantee

Which one of the following is used to reduce the risk that consumers take in hospitality sales and to build consumer confidence in the firm's promises?

Reach

______ refers to the number of different individuals or homes exposed to an advertising message at least once during a specified time period.

Negotiating

__________ involves two or more parties coming together to reach an agreement for their mutual benefit.

Public space

____________ is a nonthreatening area over 12 feet (3.7 meters) away from potential clients. It's the best type of space to use when selling to a group.