ch7 – Flashcard
19 test answers
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What name is used to describe a group of competing hotels to which an individual hotel's operating performance is compared?
answer
Comp set
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What is the difference between advertising and publicity?
answer
Publicity is free
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What type of activity describes the act of placing an ad in the yellow pages of a telephone book?
answer
Marketing activity
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Which of the following is a demand generator?
answer
A college's graduation weekend occurring near a hotel
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What does a STAR report evaluate?
answer
A hotel's sales and marketing team's results in relation to those of other hotels
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A brand-specific frequent guest program is an example of a:
answer
Franchisor's sales and marketing effort
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What is the purpose of cold calling?
answer
To qualify prospects
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What type of activity describes a site tour?
answer
Presale activity
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What is the name for the difference between the original number of rooms requested by a group and that group's lower-than-requested actual room pick-up?
answer
Attrition
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Which of the following would be considered a user-generated-content Web site?
answer
A Web site that allows a hotel's guests to post reviews of their previous stays
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How is a sales and marketing team best evaluated by a hotel's general manager?
answer
By improvement in objective evaluation measurements
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Each of the following events would require one or more guest rooms. Which would be classified as SMURF business?
answer
A reunion held for veterans of the Vietnam War
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What is true about transient travelers?
answer
They are individual travelers.
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Which is the most important market for large convention hotels?
answer
Group market
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What is true about a marketing plan?
answer
It is designed to meet the hotel's sales goals.
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