marketing final

In order to stay competitive, Hyatt hotels maintain their rates consistent across all distribution channels - regardless of online travel agent (OTA) commissions. We call this: a)Prestige pricing b)Yield management c)Rate parity d)BAR pricing

c

What is not an indicator in identifying a competitor for Starbucks? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Location b Price c Opening day d Coffee

c

What would be the best approach to pricing for a hostel from the following? a)Cost-base pricing b)Break-even pricing c)Competition pricing d)Value pricing

c

When a single firm sets up two or more marketing channels to reach one or more customer segments, it is termed: a)Vertical Marketing System b)Horizontal Marketing System c)Multi-channel Marketing System d)Conventional Marketing System

c

"The studying atmosphere" when you walk into a Starbucks falls under which category? a)Core product b)Facilitating product c)Supporting product d)Augmented product

d

Charging $0.99 instead of $1.00, or using 3s in the price instead of 7s, is an attempt to engage in: a Competition-based pricing b Price discrimination c Yield management d Psychological pricing

d

Compared to traditional marketing, what is not a benefit of social media marketing? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Direct communication b Cheaper cost c Multiple directions of engagement d Broad audience

d

Generally, the factor that exerts the broadest and deepest influence on behavior is: Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a cultural b social c personal d psychological

d

Which of the following consumer price sensitivity encourages brands to develop strong differentiation points? a)Total expenditure effect b)Customer satisfaction effect c)End-benefit effect d)Unique value effect

d

Which of the following example is most difficult for marketers to gather information on from customers? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Ethnicity b Status c Occupation d Attitude towards life

d

Which of the following example is not a competitive advantage for McDonald's? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Drive-Thru b Price c Coupons d Customer feedback e Multiple locations

d

The cost of retaining a loyal customer is cheaper than the cost of attracting a new one, true or false? a)True b)False

a

The promotional tool that rewards customers for a quick, short-term response is: Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Sales promotions b Personal selling c Advertising d Public relations

a

Under-positioning is defined as: Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Failing to ever position the company at all b Failing to correctly position the company c Positioning the company on a level below its par d Positioning the company on a level above its par

a

What is a way to increase intangibility for hotels? a)Develop a virtual video of the hotel facilities for guests. b)Offer discounts when purchasing for more than 3 nights. c)Change work shift hours of hotel employees. d)Use a check-in kiosk at the front desk.

a

Which of the following company practices differentiated segmentation? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Hilton Hotel & Resorts b In n Out c Starbucks d Four Seasons

a

Which of the following distribution system do Marriott International Hotels implement? a)Intensive distribution b)Selective distribution c)Exclusive distribution

a

Which of the following factor is an external factor that affects a brand's price? a)Consumers' perception b)Advertising costs c)Brand image d)Technology development fees

a

(____) growth makes sense when good opportunities can be found outside the present businesses. a)Market penetration b)Diversification c)Product development d)Market development

b

A company's competitor set always remains consistent before it goes under renovation. Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a True b False

b

A product's ___ is the way the product is defined by consumers on important attributes. Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a differentiation b position c targeting d segmentation

b

Brands must always avoid positioning errors because it ruins the brand image. Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a True b False

b

Companies should only target one market in their customer-driven marketing strategy, true of false? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a True b False

b

Conference rooms and meeting space at a full service hotel are: a)Core products b)Supporting products c)Facilitating products d)Augmented products

b

If Kimpton hotels decide to open new properties in Europe, which of the stages will it fall under from the product-market expansion grid? a)Market penetration b)Market development c)Product development d)Diversification

b

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

b

What is not a correct statement on price elasticity? a)For most goods, demand decreases if price increases. b)For prestige goods, demand decreases if price decreases. c)For prestige goods, demand increases to a certain point if price increases. d)For most goods, demand increases if price decreases.

b

What is not a reason for you to franchise Subway? a)Brand recognition b)New products and recipes c)Support for operational systems d)National contracts with suppliers

b

What type of media does the example from the previous slide represent? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Earned media b Paid media c Owned media

b

Which of the following example belongs to a personal factor? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Reference groups b Lifestyle c Family d Social class

b

Which of the following global consumer trends emphasize the need of businesses to invest in proper security procedures? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Proudly local, going global b Private personalization c Inclusive for all d Catch me in seconds

b

Which of the following is NOT a PR technique? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a News events b Telephone c Community relations d Publications

b

Which of the following is NOT a function of a distribution channel in general? a)Gathering information b)Consulting on feasibility of new products c)Offering promotions d)Passing service to customers

b

Which of the following is NOT an example of direct marketing? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Mail b TV advertisement c Catalogs d Online marketing

b

Which of the following is NOT part of the service profit chain? a)Internal service quality b)External service quality c)Satisfied and productive service employees d)Satisfied and loyal customers

b

Which of the following is not the four category bases of market segmentation? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Demographic b Personality traits c Behavioral d Geographic

b

Which of the following should NOT be something to which a brand can be positioned? a)Product attributes b)Product pricing c)Product benefits d)Beliefs and values

b

Which of the following vertical marketing system does "In n Out" implement? . a)Administered VMS b)Corporate VMS c)Contractual VMS d)Conventional VMS

b

Which of the two macro environment forces affect hospitality businesses by the the current trade war between the US and China? a)Natural b)Economic c)Cultural d)Political

b &d

All of the following are considered hotel marketing intermediaries except: a)Consulting company b)GDS c)Consortia d)OTA

a

During crisis communication, if some information has been reported incorrectly, then the company should: Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Should advise the concerned reporter(s) about the inaccuracy b Not interfere and let the media do its work c Keep quiet to avoid getting the blame d Correct the reporter(s) only if it favors the company

a

In the (___) stage of the product life cycle, profits are nonexistent because of the heavy expenses of product introduction. a)introduction b)growth c)maturity d)decline

a

Marketing mix elements include all of the following EXCEPT: a)Marketing information systems b)Product c)Distribution d)Process

a

Sheraton Downtown Los Angeles charges $100 per night for government travelers on weekdays, and $140 per night for leisure travelers. What type of pricing strategy does this indicate? a)Discriminatory pricing b) Inelastic pricing c)Elasticity pricing d)Market segmentation

a

Which of the following is the least "upcoming" digital marketing trend in the hospitality industry? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Multiple channels are available. b Mobile marketing is increasing. c Videos are preferred over pictures. d Chatbots are assisting consumers.

a

Which of the following is the least expensive distribution channel for hotels? a)Brand.com b)GDS c)OTA d)Consortia

a

Which of the following media has the highest reach rate for advertising? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a social media b broadcast media c alternative media d print media

a

Which of the following best represents the distinctive function of social media marketing? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a C to C (Customer to Customer) b C to B (Customer to Business) c B to B (Business to Business) d B to C (Business to Customer)

a n b

In planning your promotion mix strategies for your brand, which of the following is the most important to consider? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Product and market type b Buyer readiness states c Product life cycle stage d Push vs. Pull strategy

all of the above

As the marketing director, which social media metric should you analyze FIRST to measure your success of a marketing campaign from your social media account? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Increase in number of likes. b Increase in number of product reviews. c Increase in overall traffic. d Increase in number of shared content.

c

Hilton's introduction of its newest brand "Motto" is an example of which of the following stage? a)Market penetration b)Market development c)Product development d)Diversification

c

If Hyatt corporation enters such markets as the retirement home industry, they are practicing which type of strategy? a)Differential diversification b)Concentric diversification c)Conglomerate diversification d)Horizontal diversification

c

If you manage a 200-room hotel, and only sell 150 rooms tonight, you can't stockpile the extra 50 rooms to sell tomorrow. This is a problem with the ___ of services. a)inseparability b)variability c)perishability d)intangibility

c

It has been 8 years since Hyatt launched their brand Hyatt Centric. Although sales are still high, profits started to level off or decline because of increased marketing outlays to defend the product against competition. This stage in a product life cycle is called: Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a)Phase out b)Growth c)Maturity d)Decline

c

The ( __ ) environment includes institutions that affect society's basic values, perceptions, preferences, and behaviors. a)Political b)Technological c)Socio-cultural d)Economic

c

The strategy of setting a high price when the market is price-insensitive, is called: a)Market-penetration pricing b)Target profit pricing c)Market skimming pricing d)Going-rate pricing

c

What is NOT a characteristic of social media? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Interactivity b Flexibility c Consistency d Fast-paced flow of information

c

What is not a benefit of social media marketing? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Brand awareness b Sales increase c Customized offers d Increased customer loyalty

c

What is not a requirement for effective segmentation? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Actionability b Accessibility c Sustainability d Measurability

c

What is not an example of the macro-environmental factor? a)Increasing diversity b)Foreign exchange rates c)Happy hours d)Increased government regulations

c

Which of the following is not a factor to consider in targeting a market segment? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Size b Growth c Satisfaction d Attractiveness e Brand product

c

Which of the following is not a necessary factor in achieving customer loyalty? a)How much the customer likes your brand. b)How often the customer visits your brand. c)How often the customer thinks of your brand. d)How much the customer spends at your brand.

c

Which of the following is not an example of a "node" in social media? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Selena Gomez b Michelle Yoo c www.moxy.com d The Conrad Hotels

c

Which of the following is not part of the marketing stimuli for choosing a hotel brand for your next vacation? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a A special email offer you received. b Whether it is located in city center. c The weather of the destination. d The possibility of getting an upgrade.

c

Which of the following social factor has the biggest influence on purchasing behavior for Americans? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Ethics b Economic situation c Family d Role and status

c

Which of the following variable falls under psychographic segmentation? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Generation b Loyalty status c Lifestyle d Residential area

c

You just opened a new restaurant. You've decided to send invitations to popular YouTube stars. This approach is referred to as: Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Content marketing b Collaboration c Hub seeding d Freebies

c

A "24-hour fitness center" at Intercontinental hotels falls under which category? a)Core product b)Facilitating product c)Supporting product d)Augmented product

c & d

Which category does the current trend of consumers' healthy well-being fall under if you were to do a SWOT analysis for Starbucks? a)Strength b)Weakness c)Opportunity d)Threat

c & d

The most dramatic macro-environmental factor shaping our industry is: a)Political b)Natural c)Competitive d)Technological

d

The most important source of new-product ideas are: Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a)Employees b)Stock holders c)The CEO d)Customers

d

The most logical method of setting the promotion budget is the Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Most affordable method b Percentage of sales method c Competitive parity method d Objective and task method

d

We as customers cannot take service on a "test drive," meaning we cannot evaluate them before we use them. Which hospitality service characteristics does this refer to? a)Intangibility b)Perishability c)Variability d)Inseparability

d

What do you think the best promotion tool is for a hospitality company? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Direct marketing b Advertising c PR d all the above

d

What would be the biggest benefit if Hotel Indigo (IHG) co-brands with Peet's Coffee? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a)Offer new products b)Save marketing costs c)Operational benefits d)Increase demand

d

Which of the following category of products have the most significance influence on brand power? a)Core Product b)Facilitating product c)Supporting product d)Augmented product

d

Which of the following in not a global consumer behavior in 2020? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Frictionless mobility b Reuse revolutionaries c Beyond human d Finding my JOMO

d

Which of the following is NOT a behavioral segmentation variable? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a User Status b Primary purpose of visit c Purchase amount d Interests

d

Which of the following is NOT an example of a sales promotion? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Coupon b Contests c Cents-off deals d Personal selling

d

Which of the following is NOT the correct match as a part of the buyer decision process for booking a hotel? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Evaluation of alternatives: I like the rooms better at hotel A. b Need recognition: I need a vacation. c Postpurchase behavior: I was satisfied with my stay at this hotel. d Information search: I am going to evaluate which hotel is cheaper.

d

Which of the following is not an example of Chipotle's marketing mix? a)Bag of chips b)Ordering my chicken bowl c)Other customers d)loyalty

d

Which of the following is the best distribution channel for restaurants? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a)Ubereats b)Delivery c)Franchise d)all the above

d

Which of the following major media types has high audience selectivity? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Newspapers b Television c Magazines d all the above

d

Which of the following pricing strategy is an example of revenue management? a)Product bundle pricing b)Discount pricing c)Promotional pricing d)Yield management

d

Which of the following segmentation marketing strategy does Starbucks implement? Select an answer and submit. For keyboard navigation, use the up/down arrow keys to select an answer. a Differentiated b Concentrated c Unconcentrated d Undifferentiated

d

according to the product-market expansion grid, management should first consider whether: a)It should develop new markets for its current products b)It should find or develop new products for its current market c)It should find new products for a new market d)It should gain more market share with its current products in their current market

d

There are no significant price difference between Delta airline's economy seat and United airline's economy seat for popular routes. Which of the following consumer price sensitivity does this refer to? a)End-benefit effect b)Shared-cost effect c)Unique value effect d)Price-quality effect e)Perceived-substitutes effect

e

Which of the following is the most important marketing mix for hospitality marketing? a)Product b)People c)Promotions d)Price e) all the above

e