question

In choosing among products, the guiding principle of most consumers is customer value-the most benefit for the price.

answer

true

question

The most basic concept underlying marketing is that of:

answer

needs

question

The social and managerial process by which individuals and groups obtain what they need through creating and exchanging products and value with others is called:

answer

marketing

question

Relationship marketing is a process where marketers work at building relationships with customers, distributors, dealers, and:

answer

suppliers

question

The practical definition of a marketing manager is one of a person focused entirely on finding enough customers to buy the company's current output.

answer

false

question

During recessions or oil shortages, people rarely travel.

answer

false

question

The ________________ describes a channel that stretches from raw materials, to components, to final products that are carried to final buyers.

answer

supply chain

question

One of the biggest nonmonetary costs for hospitality customers is ___________.

answer

time

question

Instead of simply being defined as "freedom from defects," QUALITY should be defined:

answer

in terms of customer satisfaction

question

The production concept holds that consumers will favor products that are __________ and highly ____________, and therefore management should focus on production and distribution efficiency.

answer

Available, affordable

question

Hospitality companies face the task of increasing three major marketing areas:

answer

Service differentiation, service quality, and service productivity

question

Studies have shown the best way to deal with service failure is to:

answer

Give the unhappy customer timely information regarding the failure

question

The fact that a business traveler will have a very positive check-in experience during one stay at a hotel and then a very negative check-in experience the next time is an issue related to which service characteristic?

answer

variability

question

Customers cannot take services on a "test drive," which means that they cannot evaluate them before they use them. This is a problem with the ________ of the service.

answer

Inseparability

question

Within the realm of Customer Relationship Management (CRM) switching costs are only monetary in nature.

answer

false

question

In general, government-run tourism promotion organizations have not assumed responsibility for the quality of the services they promote.

answer

true

question

At the Ritz-Carlton, each employee can spend up to __________to redress a guest grievance.

answer

$2,000

question

Most restaurant kitchens would be considered examples of invisible organizations.

answer

true

question

Empowering employees in part means giving them the authority to tend to customer needs.

answer

true

question

Marketing by a service firm to effectively train and motivate its customer-contact employees and all the supporting service people to work as a team to provide customer satisfaction is called ___________________ marketing.

answer

Internal

question

Most large companies consist of four organizational levels: corporate, division, business unit, and:

answer

product

question

A company may discover additional sources of ________________ by investigating possible integration moves.

answer

sales volume

question

An internal environmental analysis is essentially a strengths and weaknesses analysis.

answer

true

question

Companies that diversify too broadly into unfamiliar products or industries can ______ their market focus.

answer

lose

question

The example of the Las Vegas Hilton's change in strategic focus underscores how companies are increasingly refocusing their attention on the need to manage ________ instead of departments.

answer

Processes

question

Which of the following is one of the four Ps of the marketing mix?

answer

place

question

Selecting one or more market segments to enter is part of:

answer

market targeting

question

Which of the following is not part of the four Ps of the marketing mix?

answer

profits

question

A well worked-out ________ provides company employees with a shared sense of purpose, direction, and opportunity.

answer

mission statement

question

A business portfolio is the collection of businesses and products that make up the company.

answer

true

question

The Internet now influences _____ percent of total retail sales.

answer

42

question

Which of the following is a reason that direct marketing has grown?

answer

precision targeting

question

Making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships is known as:

answer

direct marketing

question

The second-largest advertising media is:

answer

internet

question

OnQ is a technology platform developed by _____________ to manage information on guests across all its brands.

answer

Hilton

question

Do-not-call legislation has ________ the telemarketing industry.

answer

hurt

question

Search-related or contextual advertising is not a growth area for online advertising.

answer

fasle

question

The popular press has paid the most attention to ___________________ online marketing.

answer

Business-to-consumer (B2C)

question

Interchanges of ideas in forums and Internet news groups are functions of which domain?

answer

C2C

question

Online marketing is not a growth area of direct marketing.

answer

false

question

Formulating competitive positioning for a product and a detailed marketing mix is called:

answer

market positioning

question

With ________, the seller identifies market segments, selects one or more, and develops products and services tailored to each selected segment.

answer

target marketing

question

The process of marketers choosing to position their products based on specific product attributes can actually be dangerous.

answer

true

question

Actionability is the degree to which the segment's size and purchasing power can be measured.

answer

false

question

The three stages of target marketing are market segmentation, market targeting, and:

answer

market positioning

question

The degree to which segments can be assessed and served is the ____________ of the market segment.

answer

accessibility

question

The increasing fragmentation of the mass market into hundreds of smaller markets is called:

answer

micromarketing

question

Which of the following is a psychographic segmentation variable?

answer

social class

question

Evaluating each market segment's attractiveness and selecting one or more of the market segments to enter is called:

answer

market targeting

question

Offering consumers greater value either through lower prices or by providing more benefits that justify higher prices is called:

answer

Competitive advantage

question

Gen Xers look for something different, which means they spend ____________.

answer

more than boomers

question

A ____________ is any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives.

answer

public

question

Today's baby boomers account for nearly ____ percent of the population.

answer

25

question

The Internet has created both __________________________________ transparency.

answer

Disintermediation and pricing

question

The ________ consists of the forces close to the company that affect its ability to serve its customers.

answer

microenvironment

question

Which of the following is NOT a type of microenvironment ?

answer

demographics

question

One of the outcomes of currency devaluations in a destination country such as Argentina is that the country ____________ as a destination of conventions and meetings.

answer

starts gaining

question

The restaurant industry is characterized by a ______________ barrier to entry.

answer

low

question

Each society contains _____________, groups of people with shared value systems based on common life experiences or situations.

answer

subcultures

question

Which of the following is NOT a type of macroenvironmental impact?

answer

monopolistic

question

______________ describes a person's relatively consistent evaluations, feelings, and tendencies toward an object or an idea.

answer

attitudes

question

________________________ are the most affluent U.S. demographic segment.

answer

asian american

question

People from which country are likely to expect promptness and prefer quick, unfriendly service over having a conversation with the service provider?

answer

Japan

question

A belief describes a person's relatively consistent evaluations, feelings, and tendencies toward an object.

answer

false

question

Most human behavior is learned.

answer

true

question

When we screen out information coming at us, we are engaged in the act of:

answer

selective attention

question

In which of the following countries are men likely to kiss each other in greeting, and never kiss a woman in public?

answer

Saudi Arabia

question

_____________ may also have a strong influence on family buying decisions.

answer

children

question

____________ describes changes in an individual's behavior arising from experience.

answer

learnings

question

The most important consumer buying unit in the United States (one that has been researched extensively) is the:

answer

family

question

The first stage in the internal marketing process should be:

answer

Establishment of a service culture

question

Limited service restaurants have an employee turnover rate of ______ percent for hourly employees.

answer

123

question

The most effective way of communicating with customers is through

answer

Customer-contact employees

question

Which of the following would NOT be considered a moment of truth?

answer

guest pays bill by mail

question

Service organizations need to hire for ___________ and train for ________.

answer

attitudes, skill

question

Fortunately, good service encounters receive more attention than bad ones.

answer

false

question

As a rule, today's restaurant management rewards employees on the basis of customer satisfaction levels.

answer

true

question

When a firm ______________ employees, it moves the authority and responsibility to make decisions to the line employees from the supervisor.

answer

empowers

question

Marketing by a service firm to effectively train and motivate its customer-contact employees and all the supporting service people to work as a team to provide customer satisfaction is called:

answer

internal marketing

question

There is no relationship between guest satisfaction levels and employee turnover levels.

answer

false

question

For which goods could the demand slope curve upward?

answer

prestige goods

question

Product-bundling involves combining several products into a package with a reduced price.

answer

true

question

In the first few months after opening a new hotel, a hotel company wanting to achieve market share leadership is most likely to:

answer

Use low opening rates to influence demand

question

During periods of weak demand very few competitors escape the effect of a ________ market.

answer

weak

question

The factor that sets the floor for a product's price is:

answer

cost

question

In the short run, the most important pricing strategy is:

answer

survival

question

Hotels often use this strategy when the economy slumps:

answer

survival

question

A restaurant seeking to establish a heavy demand is likely to offer:

answer

High-quality products for low prices

question

Which of the following is NOT a factor affecting price sensitivity?

answer

Customer satisfaction effect

question

The establishment of price based largely on those of competitors is called:

answer

going-rate pricing

question

The purpose of persuasive advertising is to build selective demand.

answer

true

question

The type of message appeal that relates to an audience's self-interest is:

answer

rational

question

When marketing activities are directed at channel members, a pull strategy is being used.

answer

false

question

Viral marketing messages have a higher chance of being opened because they come from a _____________.

answer

friend

question

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:

answer

noise

question

In an advertising agency, which department is responsible for placing ads?

answer

media

question

_______________________ advertising is used heavily when introducing a new product category and when the objective is to build primary demand.

answer

informative

question

Which of the following does not comprise a promotion mix?

answer

viral marketing

question

Which of the following major media types has high audience selectivity?

answer

magazines

question

When hospitality firms market to consumer markets, the least used element of the promotion mix is:

answer

Personal selling

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