question

The Internet has created a new marketing phenomenon called viral marketing. Some business experts claim viral marketing is electronic _____.

answer

word of mouth

question

Others claim viral marketing differs because the _____ & those who spread the message have a vested interest in _____ others to spread the word.

answer

originator; recruiting

question

Ease of use of the _____ combined with other sources for electronic communication such as text messaging makes these forms of media ideal for viral marketing.

answer

Internet

question

Many people delete _____ and often spam filters prevent people from even receiving them. In viral marketing the message is coming from a _____, so it is opened.

answer

e-mail advertisements; friend

question

Good _____ is a crucial element in a company's efforts to build profitable customer relationships.

answer

communication

question

A company's promotion mix—its marketing communications mix—consists of the tools the company uses to communicate _____ and build customer _____ persuasively.

answer

customer value; relationships

question

The whole marketing mix must be integrated to deliver a _____ message & _____.

answer

consistent; strategic positioning

question

Five major promotion tools: _____, sales _____, _____, _____, and _____.

answer

advertising; promotion; personal selling; public relations; direct marketing

question

In past decades, marketers perfected mass marketing: selling highly _____ products to consumer masses. They developed effective mass _____ techniques to support these strategies.

answer

standardized; media

question

Today, no other area of marketing is changing so profoundly as marketing _____.

answer

communications

question

Several major factors are changing the face of today's marketing communications: consumers are better _____ and use the Internet to exchange _____-related information and marketers are shifting away from _____.

answer

informed; brand; mass marketing

question

New communications technologies give companies new media for interacting with targeting consumers who have more control over the _____ and _____ of messages they choose to _____ & _____.

answer

nature; timing; send; receive

question

_____ marketing & the changing communications environment are giving birth to a new marketing communications model: television, magazines & other mass media are _____.

answer

Targeted; declining

question

Companies are doing less broadcasting and more _____.

answer

narrowcasting

question

Some advertising industry experts predict a doom-and-gloom "chaos scenario" in which the old "_____" model will collapse entirely.

answer

mass media communications

question

Consumers, especially _____ ones, appear to be turning away from the major television networks in favor of cable TV or altogether different media.

answer

younger

question

Large advertisers are shifting away from network TV to more _____, _____, _____ media.

answer

targeted; cost-effective; interactive

question

Conflicting messages from different sources can result in confused company _____, _____ positions, and customer relationships. Mass media advertisements say one thing while a price _____ sends a different signal.

answer

images; brand; promotion

question

These communications often come from different parts of the company: * Ads are planned & implemented by the advertising department or an agency * _____ communications are developed by sales * Specialists are responsible for _____ and _____.

answer

Personal selling; public relations; promotional events

question

More companies are adopting _____. Under this concept the company integrates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its brands.

answer

integrated marketing communications

question

IMC calls for recognizing _____ where the customer may encounter the company & its brands. Each brand contact will deliver a message, whether good, bad, or indifferent.

answer

contact points

question

IMC ties together all company messages & images because different media play unique roles in _____, _____, and _____ consumers.

answer

attracting; informing; persuading

question

Some companies appoint marketing communications directors, with overall responsibility for company communications efforts. It places the responsibility in someone's hands to _____ the company's image as it is shaped by thousands of company activities. The starting point is an _____ of all the potential interactions target customers may have with the company.

answer

unify; audit

question

Target audience heavily affects... _____ will be said; _____ will say it and _____, _____ and _____ it will be said.

answer

what; who; how; when; where

question

Determining the Communication Objective: the marketing communicator must decide what _____ is sought, in most cases, the _____.

answer

response; purchase

question

The communicator needs to know where the target audience _____ in relation to the product and to what state it needs to be moved.

answer

stands

question

A target audience may be in any of six states: (1) _____; (2) _____; (3) _____;(4) _____; (5) _____ (6) _____.

answer

awareness; knowledge; liking; preferences; conviction; purchase

question

Selecting Communication Channels - two broad types of communication channels are _____ and _____.

answer

personal; nonpersonal

question

Nonpersonal communication channels are media that carry messages without personal contact or _____ media.

answer

feedback

question

Factors that make a source credible: * _____ - communicator's perceived authority needed to back the claim * _____ - how objective and honest the source appears to be * _____ - is how attractive the source is to the audience

answer

Expertise; Trustworthiness; Likability

question

Sales Method: Many companies set their _____ budget at a certain percentage of current or forecasted sales

answer

promotion

question

Competitive Parity Method: Some companies watch _____ advertising or get promotion spending estimates from publications or _____.

answer

competitor; trade associations

question

For hotels, restaurants & other hospitality companies, _____ represents the largest _____ item in their budgets.

answer

advertising; expenditure

question

Advertising can reach masses of _____ dispersed buyers at a low cost _____.

answer

geographically; per exposure

question

Personal selling is the most effective tool at building buyer _____, _____, and _____. It involves personal interaction between two or more people, allowing each to observe the other's _____ and _____ and make quick _____.

answer

preference; conviction; purchase; needs; characteristics; adjustments

question

Sales promotion can _____ product offers & boost sagging sales; however, short-lived effects don't build long-run _____.

answer

dramatize; brand preference

question

Public relations can reach many prospects who _____ salespeople & advertisements. A relatively new addition is the infomercial, a hybrid between _____ and _____.

answer

avoid; advertising; public relations

question

Promotional tools vary in their effects at different stages of buyer readiness. Advertising plays a major role in the _____ and _____ stages.

answer

awareness; knowledge

question

Closing the sale is accomplished primarily with sales _____ and sales _____. These are high-costs and should focus on later stages.

answer

calls; promotion

question

Product Life-Cycle Stage: effects of promotion tools also vary with stages of the product life cycle: _____, _____, _____, ______.

answer

introduction; growth; mature; decline

question

The first step an advertising program is to set advertising ______ based on information about the target _____, positioning, and marketing mix.

answer

objectives; market

question

If your property or service is _____ with the claims made, you will probably do little more than increase the number of dissatisfied guests.

answer

inconsistent

question

Another decision is how much will be spent for _____ and how much for tactical advertising. Tactical advertising deals with sales promotions and often includes _____.

answer

strategic; price discounts

question

When times are tough, there is a tendency to _____ the advertising budget, which can lead to continued poor _____ and the eventual decline of the business.

answer

cut; sales

question

To gain & hold attention, today's ad messages must be better planned: more _____, _____, and _____ to consumers.

answer

imaginative; entertaining; rewarding

question

The advertiser must decide the amount of advertisement exposure: _____ measures percentage of people exposed to the ad campaign and _____ measures how many times the average person is exposed to the message.

answer

reach; frequency

question

The advertiser must decide how to schedule advertising over the course of a year. _____ means scheduling ads evenly in a given period while _____ is scheduling ads in bursts.

answer

Continuity; pulsing

question

To spend a large advertising budget wisely, advertisers must: define their advertising _____, develop a sound _____, create a good _____, make _____ decisions, _____ the results

answer

objectives; budget; message; media; evaluate

question

_____ _____ (PR) is an important tool that until recently was treated as a marketing stepchild.

answer

Public; relations

question

Companies are realizing that _____ marketing is no longer the answer to some of their communication needs.

answer

mass

question

Advertising _____ continue to rise, audience _____ continues to decline, and clutter reduces ad _____.

answer

costs; reach; impact

question

In this environment, public relations holds _____ as a cost-effective promotional tool.

answer

promise

question

PR departments perform five activities, not all of which feed into direct product support: a. Press _____ - placing newsworthy information in the media to attract attention to a person, product, or service b. Product _____ - efforts to publicize specific products c. Corporate _____ - internal & external communications and promoting understanding of the organization d. _____ - dealing with legislators and government officials to promote or defeat legislation & regulation e. _____ - advising management about public issues and company positions and image

answer

Relations; Publicity; Communication; Lobbying; Counseling

question

_____ is the task of securing editorial and news space, as opposed to paid space, in print & broadcast media to promote a product or a service.

answer

Publicity

question

Publicity builds corporate image in a way congruent with the organization's _____ strategy.

answer

communication

question

Public relations are the most important promotional tool available to _____ & individual _____.

answer

entrepreneurs; properties

question

An important area of public relations is _____ _____, because not all publicity is good.

answer

crisis; management

question

The first step in crisis management is taking all precautions to _____ occurrence of negative events.

answer

prevent

question

_____ crises give warning before they occur, and can often be eliminated with good management.

answer

Smoldering

question

Sales _____ consists of short-term incentives to encourage purchase or sale of a product or service.

answer

promotion

question

Sales promotion includes a variety of promotional tools designed to stimulate earlier or stronger market response: a. _____ promotion (samples, coupons, rebates, premiums, contests, demonstrations) b. _____ promotion-buying allowances (free goods, cooperative advertising, and push money) c. _____ _____ promotion (bonuses and contests)

answer

consumer; trade; sales; force

question

Sales promotions are most effective when they are used with _____ or _____ selling.

answer

advertising; personal

question

_____-related promotions are another local area marketing tactic, bring business to the hotel or restaurant and help the community.

answer

Cause

question

A good local campaign creates community _____ and exposure for the establishment.

answer

goodwill

question

Success or failure within the hospitality industry ultimately rests on the ability to _____.

answer

sell

question

_____ selling is the most expensive contact and communication tool used by the company.

answer

Personal

question

As companies move toward a stronger market orientation, their sales forces need to become more _____ focused and _____ oriented.

answer

market; customer

question

The newer view is that salespeople should know how to analyze sales _____, measure market _____, gather market _____, develop marketing _____ and plans, and become proficient at the use of sales _____.

answer

data; potential; intelligence; strategies; tactics

question

Objectives ensure that _____ goals are met. Goals may include revenue, market share, improving corporate image, and many others.

answer

corporate

question

By establishing specific values for business that has already been booked, hotel managers can encourage salespeople to increase the _____ of existing resources. If salespeople have clearly established goals and objectives for a second chance to increase their rewards, they may work harder to achieve goals.

answer

productivity

question

Structure of a hotel sales department depends on the _____ of the organization, _____ of the property, _____ of the market, and _____ of hotel.

answer

culture; size; nature; type

question

Territories are easy to administer, their sales potential is easy to _____, they reduce total travel _____, and they provide a sufficient and equitable _____ and sales potential for each sales representative.

answer

estimate; time; workload

question

Companies often _____ their sales forces along market segment lines.

answer

specialize

question

The obvious advantage of market specialization is that each sales force can become knowledgeable about specific market _____.

answer

segments

question

The importance of marketing _____, such as wholesalers, tour operators, travel agencies and junket reps, to the hospitality industry has created sales force structures to serve marketing channels.

answer

intermediaries

question

The _____, _____, and _____ of hospitality company greatly affect the relative importance of travel intermediaries. This in turn affects whether a company designs its sales force structure by travel intermediary.

answer

location; size; type

question

Some hotels and resorts have a sales force structured by product, market segment or channel and customer. This is often a reaction to _____ and _____ forces rather than the result of strategic thinking.

answer

internal; market

question

Size of a sales force is determined by market _____, _____, corporate _____ and _____.

answer

changes; competition; strategy; policies

question

_____ selling has proved to be an effective and powerful tactic to reach and retain key customers. Its opportunities and limitations are only beginning to be realized in the hospitality industry.

answer

Team

question

Hospitality companies traditionally design departments along _____ lines.

answer

functional

question

Today's sales managers may have two types of salespeople within their departments: an _____ sales force and a _____ sales force.

answer

inside; field

question

In addition to traditional objectives, like increased occupancy, other non-quantifiable objectives are sometimes established for teams. These generally deal with enhancing _____ and _____ or using the team as a human resource training pool.

answer

image; goodwill

question

The goal of personal selling was traditionally viewed as a specific _____ with a customer.

answer

contract

question

_____ marketing is based on the premise that important accounts need focused and continuous attention.

answer

Relationship

question

At the heart of a successful sales force operation is the selection of effective sales _____.

answer

representatives

question

A study of superachievers found that super sales performers exhibit the following traits: _____ taking, powerful sense of _____, problem-solving bent, care for the _____, and careful _____.

answer

risk; mission; customer; planning

question

One of the shortest lists concluded that the effective salesperson has two basic qualities: _____, the ability to feel as the customer does; and _____ drive, a strong personal need to make the sale.

answer

empathy; ego

question

Sales successes within the hospitality industry depends on development of excellent long-run relationships with _____ or _____.

answer

clients; accounts

question

The 80/20 rule prevails within the hospitality industry. This concept says that a _____ of a firm's business comes from a minority_____ of its customers.

answer

majority; minority

question

Many accounts represent infrequent purchases or low-yield business. These accounts cannot bear the cost of _____ sales calls or expensive _____.

answer

personalized; promotions

question

The salesperson now tells the product "story" to the buyer, following the AIDA formula of gaining _____, holding _____, arousing _____, and obtaining _____.

answer

attention; interest; desire; action

question

The two parties need to reach agreement on the price and other terms of sale. Salespersons need to win the order without making deep _____ that will hurt profitability.

answer

concessions

question

Sales quotas are often set _____ than the sales forecast in order to stretch sales managers and salespeople to perform their best level.

answer

higher

question

The _____-quota school sets quotas higher than most sales representatives will achieve but are attainable.

answer

high

question

The _____-quota school sets quotas that a majority of the sales force can achieve.

answer

modest

question

The _____-quota school thinks individual differences among sales representatives warrant high quotas for some and modest quotas for others.

answer

variable

question

Those who are paid mostly on _____ generally receive less supervision. Those who are _____ and must cover definite accounts are likely to receive substantial supervision.

answer

commission; salaried

question

Direct marketing consists of direct connections with carefully targeted individual consumers to obtain an _____ and cultivate lasting customer relationships.

answer

immediate response

question

Direct marketers communicate directly with customers, often on a one-to-one, _____ basis - they tailor marketing _____ & communications to narrowly defined _____ or even _____ buyers.

answer

interactive; offers; segments; individual

question

Beyond brand and relationship building, direct marketers usually seek a _____, _____, and _____ consumer response - a manager can track response to a particular campaign and usually determine the _____ that it produced.

answer

direct; immediate; measurable; revenue

question

Direct marketing is becoming more _____, and Internet marketing now accounts for about 18% of direct marketing-driven _____.

answer

web-oriented; sales

question

Unrestrained by _____ boundaries, direct marketers can offer an almost unlimited selection anywhere in the world, and information about companies, products & competitors.

answer

physical

question

Direct marketing gives _____ a great measure of _____, as they decide which catalogs they will browse and which web sites they will visit.

answer

consumers; control

question

Direct marketing offers sellers a _____, _____, _____ alternative to reaching their markets.

answer

low-cost; efficient; speedy

question

In periods of low _____, companies can use direct marketing to target known customers and produce quick results.

answer

demand

question

Online direct marketing is an _____ that independent restaurants, inns, and hotels have against the _____, giving small marketers ready access to _____ markets.

answer

equalizer; brands; global

question

Effective direct marketing begins with a good customer database, a relationship-building tool. In consumer marketing, a database may contain _____, _____ & _____ behavior.

answer

demographics; psychographics; buying

question

In _____ marketing, a customer database might contain products & services the customer has bought, key contacts, past volumes & prices and much more.

answer

business-to-business

question

Companies use their databases to _____ good potential customers & generate sales _____.

answer

locate; leads

question

_____ in the hotel industry has created a need for companies to build a centralized data warehouse for all their brands, for the purpose of data _____ - the exploration & analysis of a database by _____ or _____ means to discover patterns or rules.

answer

Consolidation; mining; automatic; semiautomatic

question

To be useful, the data stored in a database must be _____, so it is important that everyone using the database understand the importance of careful input and minimizing duplicates.

answer

accurate

question

Managers recognize that spending to develop _____ among current customers can be more effective than spending to attract new guests, which costs _____ to _____ times as much.

answer

loyalty; four; seven

question

16. Five Levels of Customer Relationships: _____ - selling the product with no follow-up _____ - the company sells the product & encourages the customer to call with questions _____ - a company rep calls the customer after a booking to check-up & answer questions _____ - the rep or others in the company phone the customer from time-to-time with suggestions about improvements that have been made or creative suggestions for future events _____ - the company works continuously with the customer to discover better value

answer

Basic; Reactive; Accountable; Proactive; Partnership

question

Traditional forms of direct marketing in hospitality are _____, _____, and _____ marketing.

answer

direct-mail; telephone; kiosk

question

Direct-mail marketing involves sending an _____, _____, _____, or other item to a person at a particular _____.

answer

offer; announcement; reminder; address

question

According to a recent study, return on e-mail marketing investment is _____ for every dollar spent - compared with direct mail at _____ per dollar spent.

answer

$52; $15

question

E-mail marketers walk a fine line between adding value for consumers & being _____.

answer

intrusive

question

The explosion of _____—unsolicited, unwanted commercial e-mail messages that clog our inboxes—has produced consumer irritation and frustration.

answer

spam

question

The most basic website is a corporate (or brand) site, designed to build customer _____, collect _____, and _____ other sales channels.

answer

goodwill; feedback; supplement

question

To attract new visitors and encourage revisits, online marketers should pay attention to: _____: site layout and design _____: text, pictures, sound, and video on the site _____: ways the site enables user-to-user communication _____: the site's ability to tailor itself to users or to allow users to personalize the site _____: ways the site enables site-to-user, user-to-site, or two-way _____: degree to which the site is links to other sites _____: capabilities to enable transactions

answer

Context; Content; Community; Customization; Communication; Connection; Commerce

question

Another hot growth area is search-related ads (or _____) in which text-based ads and links appear alongside _____ results.

answer

contextual advertising; search engine

question

Participating successfully in existing online social networks presents challenges, as online social networks are _____ & results are hard to _____.

answer

new; measure

question

Tourists travel to _____, places with some form of actual or perceived boundary, such as physical boundary of an island, political boundaries, or even market-created boundaries.

answer

destinations

question

_____ such as the United States contain thousands of _____, including regions, states, cities, towns, and even visitor destinations within a town.

answer

Macrodestinations; microdestinations

question

Tourism's most visible benefit is _____ in hotels, restaurants, retail establishments, and transportation.

answer

employment

question

Second, less visible benefits are _____ industries and professions, many of which pay considerably more than the visible employment opportunities.

answer

support

question

The third benefit is the _____ effect as tourist expenditures cycle through the local economy.

answer

multiplier

question

Tourism's fourth benefit is state and local _____ derived from taxes on tourism, and helps shift the tax burden to _____.

answer

revenues; nonresidents

question

Tourism also yields a fifth benefit, the _____ of locally made products.

answer

export

question

_____ marketing is an integral part of developing and retaining a location's popularity.

answer

Destination

question

Too often, planners focus only on destination developments without attention to _____ and _____ attributes that attracted travelers to the destination in the first place.

answer

retaining; preserving

question

Tourist _____ must balance temptation to maximize tourist dollars with preservation of the natural tourist attractions and the quality of life for local residents.

answer

development

question

Tourist destinations that build solid infrastructures can look for increased business by expanding from a seasonal product to a _____ product or by expanding the geographic base of their product.

answer

multiseasonal

question

_____ tourism is a concept of tourism management that anticipates & prevents problems that occur when carrying capacity is exceeded.

answer

Sustainable

question

_____ capacity is determined by an environmental impact assessment.

answer

Carrying

question

_____ is one of the fastest growing niche markets in the travel industry & generally viewed as representing sustainable tourism.

answer

Ecotourism

question

Because leisure travel is _____ & _____, guests have come to expect amenities and services without questioning the environment.

answer

emotional; discretionary

question

Tourist _____ is fierce amid a growing and constantly changing tourist market, where, in addition to strong tourist destinations, declining places upgrade, and new places appear.

answer

competition

question

_____ includes travel time from airport to lodging, language barriers, cleanliness and sanitary concerns, access to amenities, and special needs.

answer

Convenience

question

_____ means risk factors like political instability civil disturbances, currency fluctuations, safety, etc.

answer

Timeliness

question

Tourism planners should conduct an audit of the existing resources of their communities to determine opportunities for events.

answer

audit

question

Beyond economic value, events help create an _____ for a community.

answer

identity

question

Ability to concentrate attractions, facilities, and services in a convenient, accessible location is essential to create a strong destination _____.

answer

pull

question

Tourist _____ is highly dependent on public investments, woefully inadequate without private investment and market mechanisms to respond to changing consumer needs and wants.

answer

expansion

question

Destinations find they must make more than _____ or _____ investments to attract tourists.

answer

financial; hospitality

question

Many visitor destinations are in fact only _____ destinations for travelers on their way elsewhere.

answer

stopover

question

In an era in which most people in industrialized nations are urban or suburban dwellers, _____ tourism has become increasingly important.

answer

farm

question

Thousands of individuals choose to spend vacations assisting others, particularly in underdeveloped nations, an activity called _____-driven tourism.

answer

purpose

question

_____ tourism is a fast & lucrative segment of tourism, as people travel internationally to gain access to less expensive health care.

answer

Medical

question

Tourism marketers know even though an area may attract an activity-specific segment, there is great _____ in providing reasons for others to come.

answer

potential

question

While the historical concept of travel has been to go someplace for a purpose, it can be argued that for many contemporary pleasure travelers, the real destination is the _____ of travel such as a cruise ship, river paddle ship, or a special railroad.

answer

vehicle

question

Several classifications have been used to describe different visitor destination segments: a. _____ mass tourists - Little or no influence over the travel experience other than to purchase one package or another. b. _____ mass tourists - Somewhat more control over their itinerary. For instance, they may rent a car to visit attractions c. _____ - They plan their own itineraries and make their own reservations d. _____ - These people, the backpacker group, seldom, if ever, are found in a traditional hotel

answer

Organized; Individual; Explorers; Drifters

question

Plog observed that destinations are first discovered by _____ (backpackers or explorers).

answer

allocentrics

question

One job of a tourist organization is to increase the _____ of a destination.

answer

accessibility

question

Marketing information systems help identify and predict _____ trends that are responsible for these changes.

answer

environmental

question

_____ markets must be identified and served.

answer

Emerging

question

Effective destination _____ requires congruence between advertising and the destination.

answer

imaging

question

An effective way of communicating with potential travelers is by offering _____.

answer

packages

question

City, county, or area _____ and _____ _____ (CVB) promote tourism on the local level.

answer

convention; visitors; bureaus

question

Hospitality companies know that _____ and _____ go hand-in-glove.

answer

planning; research

question

In-depth guest _____ will also be used to shape the criteria that go into defining the on-property guest experience.

answer

input

question

We have found that complete attention to detail - a total commitment to guest satisfaction that saves a guest _____, _____, and _____, provides completely personalized and individual service, and creates the experience of "intellectual surprise" for its consumers - is what drives repeat business among the affluent.

answer

time; energy; efforts

question

To be effective, a new marketing plan must be written each _____.

answer

year

question

At the same time, the annual marketing plan must be written against a longer term _____ plan that states what the company hopes to achieve, say, three to five years down the road.

answer

strategic

question

To develop successful strategies and action programs, marketers need up-to-date information about the _____, the _____, and the market _____ to be served.

answer

environment; competition; segments

question

Finally, marketing research helps marketers learn more about their customers' _____, _____, _____, and _____ levels.

answer

requirements; expectations; perceptions; satisfaction

question

The _____ _____ and a few charts or graphs from the body of the plan may be the only parts ever read by top management. Consequently, it is of great importance to write this section carefully, with top management in mind.

answer

executive; summary

question

A marketing plan is not a stand-alone tool. Instead, it must _____ other plans, such as the firm's strategic plan.

answer

support

question

Next year's marketing strategies and tactics must support strategic decisions such as the following: a. Corporate _____ with respect to profit, growth, and so on b. Desired market _____ c. _____ of the company or of its product lines d. Vertical or horizontal _____ e. Strategic _____ f. Product line breadth and _____ g. Customer _____ management (CRM)

answer

goals; share; Positioning; integration; alliances; depth; relationship

question

_____ affecting taxation, pension benefits, and casino gambling are only a few examples of political decisions likely to affect marketing directly.

answer

Legislation

question

Changes in economic variables such as _____ and _____ rates should be recognized.

answer

employment; interest

question

A _____ analysis must extend beyond inventory comparisons. True competitive advantages are factors that are recognized by guests and influence their purchase decisions.

answer

competitive

question

Market potential should be viewed as the total available _____ for a hospitality product within a particular geographic market at a given price.

answer

demand

question

The need for marketing _____ is ongoing. Much of the information acquired by marketing research in a current calendar or fiscal year serves as the basis for developing next year's marketing plan.

answer

intelligence

question

The heart of any marketing plan is careful analysis of _____ market segments and the selection of appropriate target segments.

answer

available

question

This is information that identifies each of the company's existing customer segments by _____, _____, and _____.

answer

revenue; cost; profitability

question

The selection of _____ markets is a primary responsibility of marketing management. This requires careful consideration of the variables already discussed in the development of the marketing plan.

answer

target

question

The establishment of _____ provides direction for the rest of the marketing plan.

answer

objectives

question

The selection of appropriate _____ of distribution is basic to the development of successful sales strategies.

answer

channels

question

A common error in writing a marketing plan is to develop strategies that are probably highly workable but for which there is _____ support.

answer

insufficient

question

Generally, the most costly and difficult resource needed to ensure success with marketing/sales strategies is _____.

answer

personnel

question

A sales plan should pay particular attention to the sales force and its objectives and to strategies to ensure that sales _____ are met and possibly exceeded.

answer

quotas

question

The process of marketing is a _____. The task is never ending.

answer

continuum

question

Marketing/sales managers must always be _____, as the development of next year's marketing plan begins the day this year's plan is approved.

answer

planning

question

The process of data collection and analysis from _____ and _____ sources continues each day. Marketing/sales managers must always be alert for methods to improve the process.

answer

internal; external

question

What is not so obvious to many is that a good plan will also enable _____ to prosper and grow.

answer

people

question

A study of the process used by hotels to develop marketing plans has shown that "the most important features in the development of a marketing plan appear to be management participation and _____ at all levels, sufficient _____ for development, specific _____ in developing a marketing plan, and tying _____ to the achievement of goals and objectives."

answer

commitment; time; training; incentives

Marketing Ch. 13-18 – Flashcards

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