HRT 302 exam 1
Purchase decisions for services such as foodservice are heavily slanted towards:
experience qualities
The amount of search would be most substantial for the ____ problem-solving technique.
extended
A monopoly consists of a few sellers and many buyers.
false
A position statement is created before a mission statement to describe a firm's purpose to its external stakeholders.
false
An individual does not pass through all of the stages in the consumer decision-making model when engaging in routine problem solving.
false
In practice, it is normally not a good idea to use more than one type of variable to segment markets.
false
Market segmentation is the process of determining how to differentiate a firm's product offering(s) from those of its competitors in the minds of consumers.
false
Marketing research is a broader and more encompassing term than marketing information systems.
false
Most hospitality and travel firms expect to fulfill the self-actualization needs of consumers as described by Maslow.
false
Nonprobability samples cannot be representative of the population.
false
One of the main service trends that affects the hospitality industry is the increase in customer loyalty.
false
Product category competition exists among companies that provide similar products and services to the same customers at a similar price level.
false
Strategic marketing plans typically cover a period of one year and focus on specific activities that must be implemented by the firm to achieve its goals.
false
The basic tenet of the VALS segmentation framework is that consumers' purchasing behaviors are based on their culture and ethnic background.
false
The first step in the Market Segmentation Decision Process is to select specific target market segments.
false
The five roles of an organizational buying unit must all be represented by different individuals.
false
The four P's of the traditional marketing are Price, Product, Place, People.
false
The marketing concept focuses on designing products as efficiently as possible and selling them at a profit.
false
Which of the following is NOT a characteristic of organizational buying?
Less negotiation
A study used to measure the same population over an extended period of time is referred to as a:
Longitudinal study.
The basic level of investigation in a research design is referred to as a:
Sample unit.
Which of the following types of information would not be important for a restaurant manager to assess?
The characteristics of the current customers. The characteristics of potential new customers. The media habits of current customers and potential new customers. The profile of the consumers of all available media. Correct All of the above types of information are important to access.
Demographics include all of the following except:
age income gender education Correct all of the above
Which of the following service positions would not be considered a boundary spanning role?
airline pilot
The use of frequent traveler or frequent diner programs would be considered a form of:
behaviroal segmentation
The larger the firm, the more likely it will have a structured approach to scanning the environment and documenting trends.
true
The product-service mix is a combination of all the products and services offered by the hospitality operation, including both tangible and intangible elements.
true
The strengths and weaknesses components of a S.W.O.T. analysis reflect an evaluation of the firm's internal situation.
true
The use of a marketing information system helps an organization to shorten the reaction time to changing market conditions.
true
When considering marketing research ethics, the respondent, the researcher, and the client all have rights and obligations.
true
When a closed-ended question is designed so that respondents will belong to at least one category, the available responses are said to be:
B. collectively exhaustive
Advertising and promotion are elements of the:
B. communication mix
One of the advantages of collecting secondary data is _____.
B. cost C. timeless Correct D. b and c
Which of the following is an example of organizational buying in the travel industry?
A. Hotel salespeople selling to meeting planners. B. Tour operators selling to travel agents. E. A and B only
Which of the following traditional marketing mix elements is (are) part of the presentation mix?
A. Price B. Product C. Place D. Promotion Correct E. a and c
Which of the following marketing mix variables would directly affect the cost section of an income statement?
B. product C. promotion Correct D. b and c
A measure of the relative level of prices for consumer goods is known as:
CPI
Which of the following problem-solving processes allows consumers to make tradeoffs between product or service attributes?
Compensary strategies.
Which step would normally include a S.W.O.T. analysis?
Conduct a situation analysis.
Which consumer choice model involves choosing important service attributes and then eliminating brands that do not exceed minimum thresholds on all of those attributes?
Conjunctive model.
Sampling error increases at a diminishing rate as sample size increases.
Correct False
The first step in the marketing research process is to:
Define the problem.
Which of the following is not a component of the original hospitality marketing mix?
Distribution mix
Which of the following is a key aspect of corporate social responsibility?
It focuses on the triple bottom line
A _____ strategy focuses on selling the existing product-service mix to the existing target markets.
Market penetration.
Which of the following is not considered a disadvantage of marketing planning?
Marketing planning does not help firms cope well with change.
Which of the following refers to the smallest geographic area?
Metropolitan statistical area (MSA).
Which of the following is NOT a characteristic of a good objective?
Objectives should not be constrained to a specific time frame.
What is the first step in the marketing planning process?
conduct a situation analysis
Which of the following is NOT an extension of the traditional family life cycle?
People are waiting longer to get married. Increased divorce rate has led to more single parents. There are more same-sex couples that adopt children. People are living longer. Correct All of the above are extensions.
Which of the following is NOT a reason why some marketing plans fail?
Strategic planning is not integrated into a firm's day-to-day activities. Those responsible for planning do not understand the planning process. No procedures are established to monitor and control the planning process. Financial projections are treated as marketing plans. Correct All of the above are reasons why marketing plans fail.
Which of the following items would be considered leverage items in a S.W.O.T. analysis?
Strengths and opportunities.
Which of the following statements is NOT true in regard to postconsumption feelings?
They are based on consumers' expectations and actual firm performance. Hospitality chains have an advantage because of a lower perceived risk. From a management perspective, it is better to under-promise and over-deliver. Correct All of the above are true.
The information retrieval stage of the consumer decision-making model would tend to be the least involved for which of the following hospitality and travel services?
a restaurant for a casual lunch
Which of the following is not a characteristic associated with services?
consistent delivery
1The practice of overbooking in hotels can be best attributed to which of the following service characteristics?
absence of inventories
A learned predisposition to act in a consistently favorable or unfavorable manner toward an object is referred to as a(n):
attitude
Which of the following is not an internal influence on consumer behavior?
culture
During the last ten years, the percentage of independent restaurants has:
decreased
The family life cycle would be considered a(n) ________ variable.
demographic
The first step in the positioning process is to:
determine the ideal mix for consumers
Southwest Airline's addition of the 'Business Select' class to its existing economy class is an example of:
differentiated strategy
The process of influencing consumers who are innovators and early adopters is referred to as:
diffusion and adoption.
The best survey method for sensitive questions would be:
direct mail
Market segmentation is the process of:
dividing a total potential market into homogeneous subsets.
Which stage in the consumer adoption process includes the largest percentage of consumers entering the market?
early majority
The three major components of sustainability in hospitality and tourism operations are social, environmental, and _______.
economic
Which of the following is not an area of concern for environmental sustainability?
energy management waste management water conservation Correct all of the above are areas of concern
The final set of products or service providers that are considered by consumers when making a purchase decision is referred to as the:
evoked set
Fast food chains competing with convenience stores and supermarkets is an example of:
general competition
When restaurants or hotels record the license plates of their guests, it is a form of:
geographic segmentation
Which of the following is not a sustainability indicator for the social component?
job creation
Which VALS category would be most loyal to an independent restaurant?
makers
Which of the following is NOT one of the criteria for effective market segmentation?
marketability
Which of the following is the correct order of the three stages in the marketing management cycle?
marketing planning - marketing execution - marketing evaluation
When a firm develops one product-service mix that is sold to all potential customers, it is using a:
mass-market strategy
What is the technique used to construct a graphic representation of how consumers perceive a competing set of products relative to each other?
perceptual mapping
What is the competitive structure in an industry with many buyers and sellers of homogeneous products that are almost exactly the same.
perfect competition
In Maslow's hierarchy of needs, the first set of needs individuals seek to satisfy is:
physiological needs
Major airlines competing with charter airlines and commuter airlines is an example of:
product class competition
AIO statements are used in:
psychographic segmentation
The number of attributes normally considered would be fewest for the ____ problem-solving technique.
routine response behavior
Increasing or maximizing market share is an example of a _____ objective.
sales
The primary focus of the marketing concept is to:
satisfy the wants and needs of consumers.
Changes in the profile of residents within a city or given geographic area represent which of the following types of trends?
social
One of the advantages of collecting primary data is _____.
specificity
The survey method with the best response time would be:
telephone
Which of the following is not a major goal of Convention and Visitors Bureaus?
to encourage associations and corporations to hold meetings in the area to provide services to tour planners to provide leadership for the visitor industry and build the destination's image Correct all of the above are major goals of CVBs
Projected demand is equal to:
total market demand x market share
Which time series analysis technique is the simplest method for forecasting sales?
trend extrapolation
A firm's positioning statement should differentiate the firm's product-service mix form that of the competition.
true
Certain reference groups can influence the purchase decisions of individuals even if they don't belong to the group.
true
Credence qualities are difficult to evaluate even after the service is consumed.
true
It is the responsibility of firms to educate consumers.
true
Marketing planning forces managers to carefully examine the firm's operations.
true
Opinion leaders include formal and informal leaders of reference groups.
true
Problem recognition occurs when an individual realizes a gap between a desired state and the actual state.
true
Quantitative sales forecasting techniques tend to be used when data is not readily available and rely on judgment or intuition.
true
Salient attributes are those attributes that are important to consumers in evaluating alternative product offerings.
true
The "triple bottom line" is an accounting and recording system used by firms to monitor sustainability performance on people, planet and profits.
true
