Hospitality marketing quiz 5 chpt 13-15 – Flashcards
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The ________________ department should be trained to make inquiries of guests representing companies to find out if more business exists from those companies. * reservations * housekeeping * front desk * accounting
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Reservations
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Goods offered either free or at low cost as an incentive to buy a product are called: * premium * promotional materials * samples * none of the above
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Premium
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The type of message appeal that relates to an audience's self-interest is: * emotional * rational * economic * moral
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Rational
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Which of the following is not an example of a hotel customer's negotiation strengths? * stay high-occupancy nights * provide cross purchase potential * bring quality guests * provide too many guests
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stay high-occupancy nights
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scheduling ads evenly within a given period is called: * pacing * balancing * continuity * none of the above
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continuity
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________________ responsibility increases the sales representative's incentive to cultivate local business and personal ties. * social * structural * departmental * territorial
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territorial
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Short-term incentives to encourage the purchase or sale of a product or service are called: * sales promotions * advertisements * PR blasts * media promotions
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sales promotions
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Marketers are losing confidence in television advertising because: * Viewers are watching TV on DVRs * Viewers are heading back to the theaters * Viewers are not watching as much TV anymore * Viewers are mostly watching online videos
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Viewers are watching TV on DVRs
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When a salesperson calls on a customer simply to build goodwill, he or she is playing the part of a: * technician * deliverer * missionary * Demand creator
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Demand creator
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The ________ method of promotion budgeting views sales as the cause of promotion rather than as the result. * affordable * percentage of sales * competitive parity * objective and task
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percentage of sales
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________ are goods offered at a low price to encourage the purchase of other goods. * samples * point-of-purchase promotions * premiums * patronage rewards
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premiums
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Salespeople write up their completed activities on: * call reports * sales quota reports * expense reports * work plans
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call reports
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The best measure used in evaluating the success of public relations is to: * Count the number of media exposures * Conduct surveys of buyer awareness * Determine the effect on sales and profit * Consider its direct impact to the consumer
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Determine the effect on sales and profit
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Which of the following major media types has high audience selectivity? * radio * television * magazines * newspapers
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magazines
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____________________ advertising is used for mature products. * informational * reminder * follow-up * content-based
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reminder
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Which of the following is a DON'T for a crisis communication? * advise employees of their roles * speak truthfully and authoritatively * wait for the crisis to design a plan * keep guests informed
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wait for the crisis to design a plan
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Unplanned static or distortion during the communication process, which results in the receiver getting a message different from the one the sender sent, is called: * excessive feedback * loss of signal quality * echo * noise
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noise
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As many as ________ percent of TV viewers may be regularly tuning out commercials. * 60 * 50 * 40 * 30
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60
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Standards stating the amount that a salesperson should sell are called: * Performance measures * Sales quotas * profit goals * incentive programs
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Sales quotas
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________ covers internal and external communications and promotes understanding of the organization. * counseling * news * corporate communication * lobbying
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corporate communication
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A form of marketing whereby marketers and webmasters use a range of techniques to ensure that their webpage appears in a favorable location in search engine results pages is called: * Online marketing * Website marketing * Web Placement Marketing (WPM) * Search engine marketing
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Search engine marketing
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All of the following are objectives of the sales promotion process except: * Increasing short-term sales * Luring customers away from the competition * Reducing bad publicity * Enticing customers to try a new product
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Reducing bad publicity
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Certificates that offer buyers savings when they purchase specified products are commonly known as: * coupons * promotional discount postcards * gift cards * gift certificates
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coupons
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When hospitality firms market to consumer markets, the least used element of the promotion mix is: * personal selling * sales promotions * advertising * public relations
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personal selling
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Advising management about public issues and company positions and image is called: * media guidance * counseling * public relations * media selection
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counseling
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Which of the following is not a good measure of sales volume within the hospitality industry? * occupancy * total covers * passenger miles * inventory
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inventory
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________ are certificates that offer buyers savings when they purchase specific products. * premiums * samples * coupons * flyers
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coupons
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Sales representatives deciding how to allocate their scarce time among prospects and customers is known as: * selling * servicing * prospecting * targeting
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targeting
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________ crises give a warning before they occur. * sudden * smoldering * superficial * sensitive
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smoldering
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Which of the following is NOT an influence strategy used by salespeople during presentations? * expertise * ingratiation * negotiation * impression
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negotiation
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Which of the following is not an example of direct marketing? * online marketing * mail * TV advertisement * catalogs
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TV advertisement
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Which of the following is not a PR technique? * community relations * publications * telephone * news events
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telephone
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Which of the following is not a way to structure a sales organization? * Employee-based * Market-segment based * Product-based * Customer-based
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Employee-based
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Which of the following is not a key indicator of sales performance? * OTA reservation percentage * Number of lost customers per period * Entertainment cost per sales call * Average sales calls per salesperson per day
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OTA reservation percentage
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The two common approaches used to determine appropriate competitive set or cluster for a hotel are: * Occupancy and RevPAR * ADR and RevPAR * ADR and Product Type * ADR and Occupancy
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ADR and Product Type
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During crisis communication, if some information has been reported incorrectly, then the company should: * Not interfere and let the media do its work * Advise the concerned reporter(s) about the inaccuracy * Keep quiet to avoid getting the blame * Correct the reporter(s) only if it favors the company
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Not interfere and let the media do its work
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If one sales team concentrates on the association business while another team concentrates on the corporate market, a ________ sales force is being used. * Market-channel-structured * Territorial-structured * Customer-structured * Market-segment-structured
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Market-segment-structured
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PR costs ________________ direct mail and media advertising. * mostly more than * more than * less than * more or less same as
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less than
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In the buyer readiness process, the state that immediately precedes purchase is: * conviction * liking * preference * knowledge
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conviction
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In preparing for crisis communication, it is important to train employees regularly and document such training for: * the sake of clarity * record and tracking purposes * legal purposes * organizational reasons
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legal purposes
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Which of the following is not an example of a sales promotion? * contests * personal selling * cents-off deals * coupon
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personal selling
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which of following is not part of the inside sales force? * technical support * sales agents * telemarketers * sales assistants
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sales agents
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Lobbying involves dealing with legislators and government officials to _____________ legislation and regulation. * defeat * promote and defeat * promote * promote or defeat
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promote or defeat
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________ advertising is used when introducing a new product. * suggestive * persuasive * reminder * informative
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informative
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The first stage of the promotion process is: * Selecting the communication channels * Determining the communication objectives * Identifying the target audience * Selecting the message source
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Identifying the target audience
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The four pillars of the AIDA model of communication design are: * Attention, Inclination, Designation, Action * Attention, Inclination, Desire, Action * Attention, Interest, Designation, Action * Attention, Interest, Desire, Action
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Attention, Interest, Desire, Action
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Cause-related marketing is directly used to create: * awareness * goodwill * sales * satisfaction
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goodwill
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when sales representatives find and cultivate new customers, it is called: * targeting * selling * prospecting * servicing
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prospecting
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PR stands for: * Permanent relations * Public relations * Press relations * Passive relations
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Public relations
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A basic model of motivating sales representatives is: * effort->motivation->performance->rewards->satisfaction * effort->motivation->performance->satisfaction->rewards * motivation->effort->performance->rewards->satisfaction * motivation->effort->performance->satisfaction->rewards
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motivation->effort->performance->rewards->satisfaction
