HMGT 450
Which of the following statements best summarizes the purpose of a frequent traveler program?
to reward loyal repeat guests with discounts, premiums, and special services
An important difference between tour wholesalers and tour brokers is that:
tour brokers typically work with ground transportation rather than airlines.
The most important difference between motor coach charters and motor coach tours is that:
travel agents and special packages are not usually involved in motor coach charters
The most important difference between motorcoach charters and motorcoach tours is that:
travel agents and special packages are not usually involved in motorcoach charters.
What is a call report?
a form used by salespeople to document information from sales calls
Which of the following is a strength of newspaper advertising?
high readership
The first merchandising component of the menu development cycle that managers address in creating menus that sell is:
the restaurant's positioning or image.
Which of the following would salespeople typically use to gain a thorough knowledge of their own properties?
their property's fact book
Hospitality firms use specialty items primarily:
to increase name recognition.
What is the purpose of a travel agent club?
to inform its members of property events and discounts through direct mail or newsletters
What is one of the purposes of sales incentive programs?
to reduce sales staff turnover
Successful salespeople use rewarding remarks to show agreement with a prospective client. Which of the following is an example of a rewarding remark?
"I understand"
Which of the following questions should you ask a receptionist first when trying to sell a property's meeting services and products?
"Who is responsible for deciding which hotels your company uses for meetings?"
Refreshment breaks usually last from:
15 to 30 minutes.
If guests could be induced to spend just $2 more per day, the additional sales in one calendar year for a 300-room property running an 80% occupancy (and an average per room occupancy of 1.5 persons) would be:
262,800
Which of the following statements about determining marketing objectives is TRUE?
Objectives for each market segment and revenue center should be specific and measurable.
. __________ travelers often need more assistance in planning their travel than _________ travelers.
Leisure, business
N.o.r. A.r O% R.N. hotel 1 150 54,750 78% 42,705 hotel 2 200 73,000 70% 51,100 hotel 3 250 91,250 74% 67,525 hotel 4 300 109,500 60% 65,700 total 900 328,500 227,030 Given the data above, what is the market share and fair share for Hotel 3?
Market share: Property room nights sold/total market room nights sold 67,525/227,030=29.7% Fair share: Available room nights/total available room nights 91,250/328,500=27.8%
Which of the following statements about Millennials is TRUE?
Millennials are passionate about socializing, networking, and the environment.
The new sales manager of the Mountain Lodge is conducting a property analysis to learn more about the lodge's strengths, weaknesses, opportunities, and threats. The sales manager should talk to:
Mountain Lodge guests, employees, and the guests and employees of competitors.
__________ involves two or more parties coming together to reach an agreement for their mutual benefit.
Negotiating
What are some of the strategies hotels are adopting in order to make their room service operations more profitable?
Some hotels make just a single food item (pizza, for example) available for room service. Some hotels have delis where guests can buy food and prepare it in their rooms. Some hotels only offer room service for a single meal, such as breakfast.
A majority of corporate and association meeting planners use the Internet to research possible hotels for their upcoming meetings. Why?
The Internet has 24-hour availability and up-to-date information on potential meeting sites.
"How many training meetings did you hold last year?" is an example of:
a closed-ended question
The Carefree Hotel has an in-house advertising department that has already created advertisements for its campaign. Which of the following types of agencies is the hotel likely to contract with if it only needs to purchase airtime and print space?
a media-buying service
What is a familiarization tour?
a property tour given to travel agents in an effort to promote the property
Organizing a "Career Day" at which representatives from a variety of businesses meet with students and other job-seekers is an example of:
a public relations effort for reaching business travelers.
Upper-level government employees usually receive __________ per diems.
actual and necessary
When a property offers accommodations, meals, the use of recreational facilities, and other options for a set price, this is known as:
all-inclusive pricing.
The first step in developing a marketing plan for the catering department is to:
analyze your property and the competition.
They can be huge affairs attracting 20,000 to 30,000 people; they feature a main session for all attendees, supplemented by a number of smaller meetings sometimes called "breakout" meetings; most are held in conjunction with a trade show or with exhibits. These attributes describe which of the following types of association meetings?
annual conventions
What is "referral prospecting"?
asking current clients to identify others who might be interested in the hotel's products and services
Which of the following is a fundamental rule of a presentation sales call?
asking the client questions always precedes the "presenting your property" step of a presentation sales call
A marketing team should include:
at least one representative from each revenue center at a property.
What is relationship marketing?
building friendships with guests and making an extra effort to meet their expectations so they will visit again
A form of publicity that involves using celebrities and ordinary "real people" to try new products and spread the word about them by talking to friends, posting comments on the Internet, and so on is called:
buzz marketing
The percentage of hotel guests who eat meals at the hotel is known as the:
capture rate
Which of the following types of banquet beverage service would be most appropriate if the function planner wanted guests to pay the bartender for their own drinks?
cash bar
Which of the following stages in the selling process involves a salesperson asking a client for the sale?
closing and following up
Which of the following is considered a specialty item?
coffee mug with hotel logo
The Hinterlands Hotel, a small property in a rural area, sponsors a hot-air balloon racer in a local race and asks the racer to put the property's name on her balloon. The Hinterlands Hotel's strategy is an example of:
combining public relations and promotion.
Which of the following activities performed by the director of marketing involves setting standards, measuring performance on a regular basis, and taking corrective action if needed?
controlling
Front desk employees promoting the hotel's restaurant to arriving guests is an example of:
cross-selling
In which of the following steps in the cycle of marketing planning does the marketing team establish goals in relation to each market segment that the property attempts to attract?
determining marketing objectives
One of the first things that an effective general manager must do to start an internal sales program is:
develop a sales-orientated staff
The advertising strategy that emphasizes how your property or restaurant is different from competitors is called:
differentiation
A large hotel might rely on a ___________________ to forecast demand and supply and research the profitability of groups.
director of revenue management
Which of the following statements best describes employee empowerment?
employee empowerment gives employees the authority to make on-the-spot decisions to respond to guest needs-decisions that used to be made only by managers
A restaurant manager charts covers sold before and after a planned promotional campaign. This chart is a critical part of which of the following steps in the marketing planning cycle?
evaluating the marketing plan
Vacation ownership allows travelers to:
experience the benefits of owning a vacation home without the hassle of ownership.
Which of the following is the most effective way for hospitality salespeople to sell to meeting planners?
face-to-face
Local- and foreign-company managers often make travel decisions for international travelers with very different approaches. Which of the following is TRUE of their decision-making approaches?
foreign-company managers often look for chain properties that operate in their home country
The measure of how many times the average person in a target market is exposed to an advertising message is termed:
frequency
Corporate meetings are held where they are most needed. This is a description of which planning factor for corporate meetings?
geographic pattern
Which of the following hotel amenities would most likely appeal to seniors?
grab-bars in the bathroom
The number of rooms set aside for group and tour business is commonly called the:
group sales allotment
Which of the following tools would managers use to determine the market segments the property is currently attracting?
guest profiles
Which of the following documents provides salespeople in a non-automated office with the maximum number of guestrooms they can sell to groups on any given date?
guestroom control book
There are two basic choices a property has when positioning itself. A property can directly compare itself with the competition and strive to compete directly for a particular market share, or:
identify a need in the marketplace and fulfill that need before the competition does.
Having employees spend a night as "guests" in the property is an effective way of:
increasing the product knowledge of employees
What information is typically found in a property fact book?
information about the property's food service and recreational facilities
Selling employees on the property and their importance to its success is called:
internal marketing
Which of the following markets sometimes needs special adapters in hotel rooms in order to use the appliances they bring from home?
international travelers
Hospitality firms send news releases to news media primarily in hopes that:
journalists will develop articles or reports about the firm or otherwise mention the firm free of charge.
When speaking with a client over the telephone, salespeople should:
keep their voice pitched low, smile as they speak, avoid talking with gum or anything in their mouth
Coffee carts in the lobby, in-room minibars, kitchenettes stocked with microwavable items, and free continental breakfasts are examples of:
limited-service food and beverage operations.
The most important factor in site selection for professional sports teams is:
location.
A question or statement that asks for the sale is called a __________ close.
major
Which of the following kinds of small corporate meetings usually have high per-person expenditures?
management meetings
Demand is lowest and reduced rates are typically offered to increase business during which of the following?
off-seasons
Which of the following is an example of positive body language?
offering a firm handshake
For the purposes of marketing, adults between the ages of 75 and 85 are placed in the __________ group.
old-old
For the purposes of marketing, adults between the ages of 75 and 85 are placed in the group.
old-old
An ad for a restaurant or lounge on the Internet is an example of a(n):
outside promotion
Mary Beth is a hotel salesperson at a midsize property located near an interstate highway. Her hotel is about a six-hour drive from the nearest city and has only a swimming pool and a small exercise room as far as in-house facilities. Local attractions are limited to seasonal events. Which of the following leisure markets would her property be best suited to serve?
overnight tour guests
A closing technique that is especially effective in telephone sales is the __________ close.
pause
Tent cards are examples of:
point-of-purchase merchandising.
Items that restaurants give away free as cost to guests are called:
premiums
Researching the needs and wants of customers would help managers determine which of the following components of a hospitality marketing mix?
product-service mix
The American Bar Association is an example of a:
professional association.
____________ is a nonthreatening area over 12 feet (3.7 meters) away from potential clients.
public space
The key to successful selling is to:
put yourself in the client's place
Keys to attracting overnight business guests include:
quick check-in and check-out, clean and comfortable rooms, and easy access to quick food service
As a salesperson, why might you rank your accounts according to profitability?
ranking accounts enables you to allocate time to your most promising accounts
Stacy is a food server at the Redbird Restaurant. A family of five-two adults and three children under the age of eight-are dining in her section. The kids seemed restless when the family first arrived at the restaurant. Stacy assured the parents that the kids were welcome, took the order promptly, and provided free snacks for the kids while they were waiting for their meal. Stacy was practicing which of the following business-building strategies?
reassurance
When developing an incentive program, trips and merchandise are often used as a reward, but for many employees, ___________ is just as important as any reward.
recognition
A person with a __________ personality type views things in terms of how they affect people, and he or she needs a lot of reassurance once a sale has been completed.
relater
You have just booked a catered function to be held in three months. You inform your client of the guarantee clause which:
requires them to give the hotel a "minimum" count of the expected attendance prior to the function.
Which of the following is a type of incoming telephone call of interest to a hotel's marketing and sales office?
reservations call
Tables are lined up in rows (one behind the other) on each side of an aisle, there are usually three to four chairs to a table, and all tables and chairs face the head table, stage, or speaker's podium. This describes what type of meeting setup?
schoolroom setup
What is typically the most important factor for women travelers when choosing a hotel?
security
Which one of the following is used to reduce the risk that consumers take in hospitality sales and to build consumer confidence in the firm's promises?
service guarantee
Which of the following areas of positioning research is used primarily to identify a restaurant's market segments?
situation research
Most properties pay a new salesperson __________ for the first six to twelve months on the job.
straight salary
Effective salespeople should be able to study their property's strengths and weaknesses and use their findings to benefit potential clients. What characteristic does this describe?
the ability to analyze
In booking meeting rooms, what is a release date?
the date by which rooms must be confirmed, or they will be made available for sale to others
A hotel's "yield" is based on a simple percentage that compares:
the hotel's actual sales to its potential sales.
Which of the following best defines publicity?
the media's gratuitous mention of your firm
With a three-panel menu, items sell best when they are placed on:
the middle panel
Which of the following statements about a hospitality property and its website is TRUE?
the property should make sure that its homepage contains the most important information about the property
Which of the following types of marketing budgets ensures that the marketing efforts will be funded at the level required to accomplish the marketing objectives and implement the action plans developed by the marketing plan?
zero-based budgeting
