HRT 390 CH. 2

It is not quantity-specific.

"Increase room nights from the senior-citizen market during June while maintaining an average room rate of $59." What is wrong with this marketing objective?

3 year period

A marketing plan should be developed for at least a __________ period.

segmenting target markets

All of the following are ways to determine how a property's performance compares with competitors except:

evaluating the marketing plan

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?

every expenditure is questioned.

The principal advantage of zero-based budgeting is that:

Objectives for each market segment and revenue center should be measurable

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

conducting a marketing audit

Which of the following steps in the cycle of marketing planning involves property, competition, and marketplace analysis?

Revenue grid and occupancy chart

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?