Marketing and Sales AHLEI

Which of the following statements best describes employee empowerment?

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.

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

forced choice question.

Which of the following hotel areas has the best opportunity to sell next-morning room service breakfast specials when guests request wake-up calls?

front desk

____________involves using information from routine sources ( guest folios, registration cards, consumer surveys, etc) to build relationships and market the property's services most effectively

Automation

Which of the following statements about the hospitality industry and globalization is false?

Globalization has not affected the food service industry very much

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

I understand

When an inquiry call is received by the sales department:

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

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

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

Why do hotels hire independent hotel representatives or reps?

Often it is more economical to hire a rep in a distant city than to set up a sales office there.

Which one of the following is an improper use of the guestroom control book?

The guestroom control book is kept at the front desk and managed by the diary control clerk

Which of the following statements about the hospitality industry and technology is false?

The use of smart cards is decreasing in the hotel industry

The training technique in which a hotel's sales staff is challenged to formulate a sales action plan for a Property other than its own is called:

a case study exercise

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

a competition analysis

A "level 1" account is:

a new account with high potential

In which of the following types of telephone sales calls does a salesperson attempt to gather information and learn the names of decision-makers?

a prospect call

In an automated 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?

a sales performance by market segment report

A hotel receives a call in which the caller says the following: " My friend told me your restaurant serves Sunday brunch. What time does your restaurant open for that meal"? This call is best described as:

an inquiry

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

consolidation

Tent cards on tables in the hotel restaurant that advertise a sale in one of the hotel's stores is an example of:

cross-selling

Implementing marketing action plan data large firm is the responsibility of:

department managers

At the Kingcrest Hotel, a housekeeper can offer a reduced rate or other benefit in response to a guest's complaint about a room not cleaned satisfactorily. This illustrates the concept of:

employee empowerment

The purpose of internal marketing is to sell the hotel's ______on the property and their importance to its success

employees

The director of sales produces a report that details the number of room nights sold for each market segment by salesperson. This report is a critical part of which of the following steps in the marketing planning cycle?

evaluating the marketing plan

The principal advantage of zero-based budgeting is that:

every expenditure is questioned.

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:

guests and employees of competitors

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:

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

Secretaries clubs and frequent traveler programs are examples of:

in-house promotions

Discount coupons for rooms and two-for-one specials in the restaurant are examples of:

in-house promotions.

Bill is a regular customer at the Bluestone Café. Most of the time when he visits the restaurant he is waited on by Joann, a food server who always gives outstanding service to her customers. However, sometimes he is waited on by Ted, who tends to be somewhat grouchy and only gives average to below average service. The service experience Bill receives from Joann and Ted is very different, and illustrates the ________challenge of hospitality

inconsistency

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

increasing the product knowledge of employees

Asking current clients to identify others who might be interested in the hotel's facilities is called:

inside calling.

Sales people do not sell guestrooms or banquet rooms; they sell the use of these rooms. This refers to the __________of hospitality products and services.

intangibility

What is the purpose of employee incentive programs?

motivate employees to sell, track results

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

off-seasons

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

percentage-of-sales budgeting

Peak business periods, off seasons, and shoulder periods are most relevant to the ________component of the hospitality marketing mix.

price rate

Mick is responsible for evaluating the brand identity of a chain and recommending ways to Increase the value of the brand. For which of the following components of a hospitality marketing mix is Mick responsible?

product service mix

Advertising and direct mail campaign best fit into which of the following components of the hospitality marketing mix?

promotion communication

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

public relations calls

What kind of call is used to determine whether prospects need or can afford the products and services that the property offers?

qualifying call

Monica, a room attendant at the Glitz Hotel, responded to a guest's request for extra towels and pillows. At the end of her shift, she recorded the guest's request on a form used to update guest profiles. On the next visit to the property, the guest found extra towels and pillows already in the room. This is an example of:

relationship selling.

Which of the following tools would managers use to determine the current guest base and assess the decline or growth of business from market segments?

revenue grid and occupancy chart

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:

segment itself to bring in new business from other areas.

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

straight salary

Thad, a bartender at the 5th Street Hotel, makes it a practice of recommending the house specialty drink to guests at the bar waiting for a table in the dining room. He always uses descriptive phrases, such as: "Would you care to try our 'Tropical Delight' while you're waiting? It's a delicious mixture of fruit juices and vodka, served ice cold in a frosted glass with a fruit garnish." Thad is practicing:

suggestive selling.

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

thank the client and leave as soon as politely possible.

In small to medium size properties, which of the following positions is generally responsible for advertising and public relations activities?

the general manager

For which of the following purposes are telephone sales blitzes used?

to gather information