Hospitality marketing quiz 1 chpt 1-3

At the Ritz-Carlton, each employee can spend up to __________to redress a guest grievance. * $500 * $3,000 * $2,000 * $1,000

$2,000

The Forum Company found that the cost of retaining a loyal customer is just ____ percent of the cost of attracting a new one. * 20 * 50 * 40 * 30

20

Price is ____ related to demand for most products. * directly * disproportionately * proportionately * inversely

Inversely

If a hotel chain buys one of its suppliers, it is engaging in what type of growth? * backward integration * vertical integration * forward integration * horizontal integration

Backward integration

_______ are highly loyal but not very profitable. * butterflies * strangers * barnacles * true friends

Barnacles

When hotel chains enter such markets as the retirement home industry they are practicing which type of strategy? * differential diversification * concentric diversification * horizontal diversification * conglomerate diversification

Conglomerate diversification

"we are ladies and gentlemen serving ladies and gentlemen" is a motto for: * Ritz-Carlton * Conrad Hotels * Marriott * Hilton

Ritz-Carlton

when backed by buying power, wants become: * satisfied * needs * desires * demands

Demands

____________ growth makes sense when good opportunities can be found outside the present businesses. * Diversification * Multilateral * bilateral * Product development

Diversification

In a well-run hospitality organization, there are two customers-the paying customers and the ___________. * customer's company * employees * guests of the customer * nonpaying

Employees

Disneyland's version of the ride reservation is called: * FastPass * Extension Pass * FreePass * MultiPass

FastPass

a hotel company acquiring one or more of its competitors is an example of * backward integration * forward integration * horizontal integration * none of the above

Horizontal integration

Customers cannot take services on a "test drive," which means that they cannot evaluate them before they use them. This is a problem with the ________ of the service. * inseparability * variability * intangibility * perishability

Inseperability

The fact that services cannot be seen, tasted, felt, or smelled relates to which service characteristic? * Perishability * Inseparability * Variability * Intangibility

Intangibility

It is wise to assess the customer's __________ value and take appropriate actions to ensure a customer's long-term support. * Money * Market * Long-term * intrinsic

Long-term

Companies that diversify too broadly into unfamiliar products or industries can ______ their market focus. * capitalize * enhance * depreciate * lose

Lose

The social and managerial process by which individuals and groups obtain what they need through creating and exchanging products and value with others is called: * commerce * economics * sales * marketing

Marketing

Marketing mix elements include all of the following EXCEPT: * distribution * marketing information systems * price * promotion

Marketing information systems

A well worked-out ________ provides company employees with a shared sense of purpose, direction, and opportunity. * a mission statement * company profile * set of objectives * strategic plan

Mission statement

the most basic concept underlying marketing is that of: * Understanding * Needs * buying power * customer

Needs

which of the following is one of the four Ps of the marketing mix? * People * Profits * Propaganda * Place

Place

Which of the following is NOT part of the four-P framework of marketing? * Product * Pricing * Placement * Product

Placement

The example of the Las Vegas Hilton's change in strategic focus underscores how companies are increasingly refocusing their attention on the need to manage ________ instead of departments. * people * processes * industry scope * planning

Processes

A ________ is anything that can be offered to a market to satisfy a want or need. * service * choice set * concept * product

Product

Most large companies consist of four organizational levels: corporate, division, business unit, and: * Promotional * Product * Employee * Management

Product

Which of the following is not part of the four Ps of the marketing mix? * product * price * promotion * profits

Profits

Studies have shown that a well-crafted mission statement aids a firm's performance, as the mission statement serves as a statement of: * fact * financial goals * purpose * values

Purpose

_____ form(s) when capacity exceeds demand an guests are willing to wait. * demand * loyalty * popularity * queues

Queues

"Project RED" was the name given to the long-term strategy of which restaurant chain? * red lobster * red robin * red burrito * red rooster

Red Robin

the principle objective of a market-oriented mission statement is to: * satisfy basic partnership needs * satisfy basic supplier needs * satisfy basic stockholder needs * satisfy basic customer needs

Satisfy basic customer needs

A system of values and beliefs in an organization that reinforces the idea that providing the customer with quality service is the principal concern of the business is called __________________. * Credo or motto * Mission and credo * Mission statement or vision statement * service culture

Service culture

Hospitality companies face the task of increasing three major marketing areas: * service focus, service quality, and service productivity * service focus, service quality, and service profitability * Service differentiation, service quality, and service profitability * Service differentiation, service quality, and service productivity

Service differentiation, service quality, and service productivity

When hotel management establishes no-smoking floors, bar managers no longer allow happy hours with free drink specials, and resort managers eliminate pollution from the properties, the ____ concept is being employed. * Marketing * Product * societal marketing * manufacturing

Societal marketing

a casino employee's uniform and a restaurant's fancy front lobby are a means of: * creating overly high expectations on the part of the customer * overspending on the part of the service provider * Tangibilizing the service * paying attention to the perishability of the service

Tangibilizing the service

A company's _______________ is the set of benefits or values it promises to deliver to consumers to satisfy their needs * value proposition * value promise * mission statement * quality proposition

Value Proposition

The ideal target market for a firm is the one in which it can profitably generate the greatest customer ________ and ________ it over time. * Sales, sustain * Value: sustain and grow * Loyalty; grow * Satisfaction; spread

Value; sustain and grow

the fact that a business traveler will have a very positive check-in experience during one stay at a hotel and then a very negative check-in experience the next time is an issue related to which service characteristic? * inseparability * Intangibility * perishability * variability

Variability

Revenue management grew out of ___________ management, which was introduced in the 1980s. * marketing * reservations * yield * overbooking

Yield

The production concept holds that consumers will favor products that are __________ and highly ____________, and therefore management should focus on production and distribution efficiency. * popular, qualitative * popular, affordable * available, affordable * available, qualitative

available, affordable

which of the following is NOT part of the service profit chain? * satisfied and loyal customers * satisfied and productive service employees * internal service quality * external service quality

external service quality

Studies have shown the best way to deal with service failure is to: * ignore the failure in the hopes the customer will forget about it * refund the customer's money whenever a failure occurs * replace the unhappy customer with a happier one * give the unhappy customer timely information regarding the failure

give the unhappy customer timely information regarding the failure

Under the product concept, marketing strategy focuses on making continuous product ___________. * advertisements * promotions * advertisement and promotions * improvements

improvements

Instead of simply being defined as "freedom from defects," QUALITY should be defined: * in terms of total sales * in terms of customer satisfaction * in terms of product specifications * in terms of employee satisfaction

in terms of customer satisfaction

According to the Ansoff product-market expansion grid, management should first consider whether: * it should develop new markets for its current products * it should find or develop new products for its current market * it should find new products for a new market * it should gain more market share with its current products in their current market

it should gain more market share with its current products in their current market

_________________ is the marketing logic by which the company hopes to create customer value and achieve profitable relationships. * marketing alignment * marketing integration * marketing diversification * marketing strategy

marketing strategy

Building strong economic and social ties with customers by delivering high-quality products and services is the foundation of: * relationship marketing * return on quality * the manufacturing concept * total quality management

relationship marketing

the two main industries that comprise the activities we call tourism are: * the hospitality and marketing industries * the hospitality and travel industries * the restaurant and cruise industries * the hotel and restaurant industries

the hospitality and travel industries

which of the following statements is FALSE? * CRM calls for developing unique and lasting relationships with customers * one goal of CRM is to make switching costs high * the use of CRM in the hospitality industry appears to be strong. * CRM combines marketing, business strategy, and information technology to better understand customers

the use of CRM in the hospitality industry appears to be strong

which is not a purpose of marketing in a customer-centered firm? * to generate customer value * to maximize company revenue * to improve relationship marketing * to maximize customer satisfaction

to maximize customer satisfaction

Because services are characterized by the issue of inseparability, service providers often will have to: * minimize the inseparability issue * reduce inventory * lower their prices * train the customers

train the customers