Hospitality Marketing Chapter 12

Which of the following is the least expensive distribution channel for hotel rooms? a. Brand.com b. CRO c. GDS d. OTA

a. Brand.com

Supranational, Logis de France, and Leading Hotels of the World are examples of: a. Consortia b. Associations c. Global distribution systems d. Alliances

a. Consortia

The chances of succeeding are the highest if you: a. Buy a business out of bankruptcy b. Buy a franchise c. Start your own business d. Buy someone else's business

b. Buy a franchise

Coordination and conflict management are attained through common ownership at different levels in the channel in a(n): a. Community vertical marketing system b. Corporate vertical marketing system c. Administered vertical marketing system d. Contractual vertical marketing system

b. Corporate vertical marketing system

Franchising is an example of a corporate VMS. a. True b. False

b. False

Franchising works well in the restaurant industry but has had limited success in the hotel industry. a. True b. False

b. False

To date, the restaurant industry has had little use for the Internet as a distribution channel. a. True b. False

b. False

Vertical conflict in a channel occurs between firms at the same level in the channel. a. True b. False

b. False

Which of the following is NOT a function of the distribution channel? a. Risk taking b. Promotion c. Linking d. Financing

c. Linking

When a single firm sets up two or more marketing channels to reach one or more customer segments, it is termed a: a. Vertical Marketing System b. Horizontal Marketing System c. Multichannel Marketing System d. Consortia

c. Multichannel Marketing System

In hotel rooms distribution channels, OTA stands for: a. Organization of Travel Agents b. Organized Tourism Association c. Online Travel Agencies d. Overseas Travel Agencies

c. Online Travel Agencies

Which of the following is not an advantage of a franchise to the franchisee? a. Brand recognition b. Financing assistance c. Royalties d. Architectural plans

c. Royalties

The first step in selecting a location for a hotel is: a. Regional analysis b. Selection of an individual site c. Understanding the target market of the company d. Selection of an area within a region

c. Understanding the target market of the company

A restaurateur buying produce from a grower at a farmers' market is an example of: a. A two-level middleman channel b. A single-middleman channel c. A three-level middleman channel d. A direct-marketing channel

d. A direct-marketing channel

What is good for one member of the channel may not be good for another. a. True b. False

a. True

Using sales representatives offers _____ control than building your own sales force. a. More b. Less c. Better d. None of the above

b. Less

All of the following are considered marketing intermediaries except: a. Independent contractors b. Travel agents c. Consortia d. Tour wholesalers

a. Independent contractors

________ provide incentive travel for employees and distributors. a. Motivational houses b. Concierges c. Junket reps d. Consortia

a. Motivational houses

A direct marketing channel has no intermediary level. a. True b. False

a. True

Alliances are informal agreements between two organizations that stand to benefit from each other's strengths. a. True b. False

a. True

Priceline is an example of a company that uses a system where the buyer cannot specify any particular brand of hotel or airline. a. True b. False

a. True

The primary reason for the use of intermediaries is their superior efficiency in making goods available and accessible to target markets. a. True b. False

a. True

There are several types of flows that connect all the institutions in the channel. a. True b. False

a. True

A _______________________ consists of producers, wholesalers, and retailers acting as a unified system. a. Vertical Marketing System b. Horizontal Marketing System c. Multichannel Marketing System (MMS) d. Consortia

a. Vertical Marketing System

In channel conflicts, conflicts between different levels of the same channel are termed: a. Vertical conflict b. Horizontal conflict c. Diagonal conflict d. Recurring conflict

a. Vertical conflict

When two or more companies at one level join to follow a new marketing opportunity, it is termed a: a. Vertical Marketing System b. Horizontal Marketing System c. Multichannel Marketing System (MMS) d. Consortia

b. Horizontal Marketing System

One function of the distribution channel is ________, which involves gathering and distributing marketing research and intelligence. a. Contact b. Information c. Matching d. Physical distribution

b. Information

Distribution specialists that provide incentive travel offered to employees or distributors as a reward for their a. Casino distribution specialists b. Motivations houses c. Junket reps d. Leisure tour brokers

b. Motivations houses

Which of the following is not a function of the distribution channel? a. Gathering marketing research b. Provide consulting on feasibility of new products c. Customizing orders to customer's needs d. Storage

b. Provide consulting on feasibility of new products

________ are computerized reservation systems that serve as a product catalog for travel agents and other distributors of hospitality products. a. Consortia b. Concierges c. Global distribution systems d. Internet sites

c. Global distribution systems

Distribution specialists that serve the casino industry as intermediaries for premium players are called: a. Casino distribution specialists b. Motivations houses c. Junket reps d. Leisure tour brokers

c. Junket reps

Which of the following is not a marketing intermediary? a. Travel agents b. Tour operators c. Government tourist associations d. Concierges

d. Concierges

Which of the following is the most expensive channel for hotel rooms? a. Brand.com b. CRO c. GDS d. OTA

d. OTA

In a supply chain, "downstream" from the company is a set of firms that: a. Supply the raw material b. Supply information c. Provide financing d. Provide a connection between the firm and its customers

d. Provide a connection between the firm and its customers

In a supply chain, "upstream" from the company is a set of firms that: a. Market the product b. Provide distribution channels c. Provide retail networks d. Provide expertise in product creation

d. Provide expertise in product creation