Hospitality Marketing Exam 2 – Flashcards
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A marketing research project where the objective is to describe the size and composition of the market is called
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descriptive research
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"Customers" who are in reality undercover employees of hotel management are called
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mystery shoppers
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Secondary data
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can be found more quickly and is cheaper than primary data
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The single most important element in any hospitality information system is a process for
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capturing guest history information
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If a menu item is estimated to bring in $300,000 in future earnings without doing any market research, but it is believed the earnings could be increased to $330,000 by spending $40,000 on research, then the marketing director should
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veto the research
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_____ is the most widely used method of primary data collection
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survey research
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If you are in a hurry to collect survey data, the worst method to use is
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mail surveying
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Among the four contact methods- mail, telephone, personal, and online- which is the best in terms of control of samples?
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telephone
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The type of research used to gather preliminary information to help generate a research hypothesis is called
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exploratory research
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Loyal customers are price _____ compared to brand-shifting patrons
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insensitive
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Formulating competitive positioning for a product and a detailed marketing mix is called
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market positioning
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Dividing a market into groups based on consumers' knowledge, attitude, use, or response to a product is called
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market targeting
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Which of the following is not a demographic variable?
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user status
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A product's _____ is the way the product is defined by consumers on important attributes
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position
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The second largest advertising media is
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Internet
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The buying or selling process that is supported by electronic means is known as
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e-commerce
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The popular press has paid the most attention to _____ online marketing
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business to consumer
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A central repository of an organization's customer information is known as
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data warehouse
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Do-not-call legislation has _____ the telemarketing industry
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hurt
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Online _____ is perhaps the number one e-commerce concern
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privacy
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Which of the following statements is true?
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Nearly every socioeconomic group has adopted the web
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Choose the best option: Effective direct marketing begins with a good
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customer database
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Which of the following is NOT a way to measure direct marketing efforts?
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internal promotion
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The internet now influences _____ percent of total retail sales
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42%
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All of the following are considered marketing intermediaries except
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independent contractors
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In a supply chain, "upstream" from the company is a set of firms that
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provide expertise in a product creation
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_____ provide incentive travel for employees and distributors
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motivational houses
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_____ are computerized reservation systems that serve as a product catalog for travel agents and other distributors of hospitality products
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global distribution systems
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Which of the following is the most expensive channel for hotel rooms?
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OTA
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A _____ consists off producers, wholesalers, and retailers acting as a unified system
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vertical marketing system
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A restaurateur buying produce from a grower at a farmers' market is an example of
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a direct marketing channel
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The first step in selecting a location for a hotel is
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understanding the target market of the company
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Which of the following is not an advantage of a franchise to the franchisee?
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royalties
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In a supply chain, "downstream" from the company is a set of firms that
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provide a connection between the firm and its customers
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Which of the following is not a marketing intermediary?
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concierges
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The three stages of target marketing are market segmentation, market targeting, and
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market positioning
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With _____, the seller identifies market segments, selects one or more, and develops products and services tailored to each selected segment
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target marketing
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The degree to which segments can be assessed and served is the _____ of the market segment
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accessibility
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Undifferentiated marketing is more suited for _____ products
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homogeneous
