HRT 3011
The two main industries that comprise the activities we call tourism are:
hospitality and travel industries
Customers cannot evaluate the quality of the service because of which characteristic of service?
intangibility
All of the following statements are true, except: a. Many hospitality plans devote little attention to pricing. b. Many hospitality plans commonly list rack rates and indicate that there will be differences in shoulder and through seasons, but say little else about pricing. c. Pricing is not a function of marketing. d. Many hospitality companies have removed pricing responsibility from marketing and assigned it to other departments, such as revenue management or yield management.
c. Pricing is not a function of marketing.
Two main industries that comprise the activities we call tourism are: (Choose all that apply.) a. the restaurant and travel industries b. the hospitality and travel industries c. the cruise and hotel industries d. the hospitality and destination industries
b. the hospitality and travel industries d. the hospitality and destination industries
___________ generally do/does not seek details but instead wants to know does the plan support corporate goals. What are the dollars and unit objectives? What are the major strategies to achieve these objectives, etc.?
A board of directors or an investor's group
_______ can be used to collect large amounts of information at a low cost per respondent.
Mail questionnaires
Which of the following are NOT part of the five principles of heritage tourism listed by Colorado Preservation Inc? (Choose all that apply.) a. Focus on preserving and protecting resources b. Focus on customer satisfaction, quality, and value c. Focus on authenticity and quality d. Focus on making the site come alive for the visitor e. Focus on developing partnerships for sustainability
a. Focus on preserving and protecting resources c. Focus on authenticity and quality d. Focus on making the site come alive for the visitor e. Focus on developing partnerships for sustainability
All of the following are external marketing information, except: a. point-of-sale information b. macromarket information c. competitive information d. new innovation and trends
a. point-of-sale information
The purpose of a business is to:
create and maintain profitable customers
Which of the following statements is true? a. The first basic concept of marketing is that of human wants. b. The second basic concept of marketing is that of human needs. c. A human need is part of the human makeup. d. A human need is invented by marketers.
c. A human need is part of the human makeup.
That hospitality organizations have to train customers just as they train employees is an implication of:
inseparability
_______ has an excellent rate of speed of data collection.
telephone interviewing
________ are firms and individuals that provide the resources needed by the company to produce its goods and services.
Suppliers
The distinctive nature of a hospitality company's total visual image and overall appearance is known as
trade dress
Efforts to standardize customer experiences are steps that address which aspect of service?
variability
The fact that a traveler may have one very positive experience flying with an airline and then a very negative flying experience on a subsequent visit is the evidence of service
variability
A marketing plan should contain ten sections, including:
-corporate connection -resources needed to support strategies and meet objectives -marketing control
The marketing research process consists of the following steps, except: a. defining the problem and research objectives b. developing and implementing the research plan c. SWOT analysis d. interpreting and presenting the findings
SWOT analysis
Which of the following is NOT an example of "tangibilizing" a service product? a. employee uniforms b. plate presentation c. resetting a banquet room behind closed doors d. exterior of the property
c. resetting a banquet room behind closed doors
_________ is most appropriate with customers who most affect the company's future.
c. Relationship marketing
A company's microenvironment consists of all of the following except a. suppliers. b. publics. c. marketing intermediaries. d. competitors.
competitors
Marketing-related areas in which plans may be written independently of marketing include the following: a. sales b. advertising and promotion c. public relations and publicity D. All of the above
D. All of the above
Which of the following statements is true? a. Tangibles provide signals as to the quality of the intangible service. b. Tangible evidence can reduce purchase uncertainty. c. The condition of grounds and the overall cleanliness of a restaurant provide cues as to how well the restaurant is run. d. All of the above.
D. All of the above
A restaurant that charges a fee to customers who do not show up for reservations is an example of which characteristic of service?
perishability
When a service firm effectively trains and motivates its customer-contact employees and its support personnel to work as a team to provide customer satisfaction, it is practicing:
internal marketing
The goal of ______ research is to describe the size and competition of the market.
descriptive
A marketing research project which has an objective of gathering preliminary information to define the problem is known generally as
exploratory research
Banks, credit companies, and insurance companies that help hospitality companies finance their transactions are called
financial intermediaries
Marketing-related areas in which plans are sometimes written independently of marketing include all of the following except: a. sales b. advertising and promotion c. integrated database management d. pricing
integrated database management
Which of the following survey methods has a poor response rate? Select one: a. telephone b. mail c. personal d. Internet
When Disney shreds its paper products and sends the shredded paper to the gift shops to use as packing material, it is responding to _________ an environmental factor.
natural
Club Med uses e-mail to pitch unsold, discounted packages to the customers in its database. This is in response to which characteristic of service?
perishability
Generally, the most costly and difficult resource needed to ensure success with marketing/sales strategies is ________
personnel
Legislation affecting taxation, pension benefits, and casino gambling are examples of ______ decisions likely to affect marketing directly.
political
The work of groups like People for the Ethical Treatment of Animals (PETA) influence the ____________ environment in which businesses operate.
political
Useful market trend information for writing a hospitality marketing plan includes the following: a. visitor trends b. competitive trends c. related industry trends d. All of the above
D. all of the above
Which of the following statements is true? a. It is necessary to sample the entire target market to obtain reliable results. b. If well chosen, samples of less than 1% of a population can give good reliability. c. Sample members cannot be chosen at random from the entire population. d. The representativeness of the sample is not important.
b. If well chosen, samples of less than 1% of a population can give good reliability.
The __________________ holds that consumers will favor products that are available and highly affordable.
b. product concept
One of the reasons that cruises are popular with ________ is because of the value of the all-inclusive vacation.
baby boomers
Which of the following statements is true? a. Marketing has no impact in the improvement of existing products and the development of new ones. b. Marketing professionals should not be involved in the process of planning basic product changes. c. A common error in writing a marketing plan is to develop strategies that are probably highly workable but for which there is insufficient support. d. Top management will not provide additional support regardless of the brilliance of the plan.
c. A common error in writing a marketing plan is to develop strategies that are probably highly workable but for which there is insufficient support.
Which of the following is not one of the three reasons that legislation and regulation affects business? a. It protects companies from each other. b. It protects society's interests against unrestrained business behavior. c. It protects consumers from each other. d. It protects consumers from unfair business practices.
c. It protects consumers from each other.
Which of the following statements is true? a. TQM stands for Tourism Quality Management. b. ROQ stands for Revenue On Quality. c. Quality begins with customer needs and ends with customer satisfaction. d. ROQ is an approach in which all the company's people are involved in constantly improving the quality, product, services, and business processes.
c. Quality begins with customer needs and ends with customer satisfaction.
All of the following statements about secondary data are true, except: Select one: a. Secondary data can be obtained from either internal or external sources. b. Secondary data can be obtained more quickly than primary data. c. Secondary data usually costs more than primary data. d. All of the above statements are true.
c. Secondary data usually costs more than primary data.
Which of the following statements is true? a. Marketers are facing decreasingly diverse markets. b. Americans have been moving to rural areas. c. The U.S. population is becoming better educated. d. People in SSWD group need larger apartments.
c. The U.S. population is becoming better educated.
All of the following statements are true, except: a. Anything capable of satisfying a need can be called a product. b. A Disneyland experience can be considered to be a product. c. The concept of product is limited to physical objects. d. Experiences, information, and ideas can be called products.
c. The concept of product is limited to physical objects.
All of the following statements are true, except: a. The problem with the manufacturing concept is that management may become so focused on manufacturing system that they forgot the customers. b. The product concept holds that consumers prefer existing products and product forms. c. The selling concept holds that customers will buy enough of the organization's products without a large sales and promotion effort. d. The marketing concept starts with the needs and wants of the company's target customers.
c. The selling concept holds that customers will buy enough of the organization's products without a large sales and promotion effort.
All of the following statements are true, except: a. The service culture has to start with top management and flow down. b. The service culture can be supported through empowering employees to solve customer problems. c. The service culture believes that sales come first. d. The service culture focuses on serving and satisfying the customers.
c. The service culture believes that sales come first.
Which of the following is not a service-profit chain link? a. satisfied and loyal customers b. internal service quality c. tangibilizing the product d. greater service value
c. tangibilizing the product
Which of the following is not part of internal records information? a. hotel daily reports, including occupancy, number of guests, etc. b. guest comments cards c. trade show magazines d. disguised shoppers
c. trade show magazines
A company's macroenvironment consists of all of the following except: a. customers. b. demographics. c. technological environment. d. competitors.
customers
The goal of ______ research is to gather preliminary information. a. exploratory b. descriptive c. casual d. All of the above
d. All of the above
Which of the following tips may assist in writing the executive summary? a. Limit the number of pages to between two and four. b. Use short sentences and short paragraphs. c. Write it with top management in mind. d. All of the above
d. All of the above
Which of the following is not part of the environmental scanning steps? a. implementing the data collection, analyzing the data, and using them in the market planning process. b. determining the environmental areas that need to be monitored c. determining how the information will be collected d. All of the above are steps involved in environmental scanning.
d. All of the above are steps involved in environmental scanning.
Which of the following is not a basic research approach? a. Observational research b. Survey research c. Experimental research d. All of the above are the basic research approaches.
d. All of the above are the basic research approaches
Objectives should be established after considering all of the below areas except: a. corporate goals b. corporate resources c. competition d. All of the above should be considered.
d. All of the above should be considered.
All of the following factors contribute to the errors of strategies and tactics, except a. desire to maintain status quo. b. laziness. c. failure to engage in marketing planning. d. All of the above.
d. All of the above.
Which of the following statements is true? a. Changes in savings and borrowing patterns have no impact on the marketplace. b. Along with the rising incomes, people spend less carefully. c. Marketers are looking for ways to offer high quality product and service at a high price. d. Income distribution in the United States is still very skewed.
d. Income distribution in the United States is still very skewed.
All of the following statements are true, except: a. Costs include both monetary and non-monetary costs. b. If a product's performance falls short of the customers' expectations, the customers are dissatisfied. c. Marketers must be careful to set the right level of expectations. d. Marketers have no control of customers' expectations.
d. Marketers have no control of customers' expectations.
Which of the following are not considered part of the hospitality service industry? a. car rental companies b. hotels and motels c. travel agents and tour operators d. advertising agencies
d. advertising agencies