Hospitality marketing quiz 1 chpt 1-3 Flashcards
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_____ form(s) when capacity exceeds demand an guests are willing to wait. * demand * loyalty * popularity * queues
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Queues
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When hotel management establishes no-smoking floors, bar managers no longer allow happy hours with free drink specials, and resort managers eliminate pollution from the properties, the ____ concept is being employed. * Marketing * Product * societal marketing * manufacturing
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Societal marketing
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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? * inseparability * Intangibility * perishability * variability
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Variability
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a hotel company acquiring one or more of its competitors is an example of * backward integration * forward integration * horizontal integration * none of the above
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Horizontal integration
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the principle objective of a market-oriented mission statement is to: * satisfy basic partnership needs * satisfy basic supplier needs * satisfy basic stockholder needs * satisfy basic customer needs
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Satisfy basic customer needs
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Price is ____ related to demand for most products. * directly * disproportionately * proportionately * inversely
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Inversely
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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: * commerce * economics * sales * marketing
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Marketing
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In a well-run hospitality organization, there are two customers-the paying customers and the ___________. * customer's company * employees * guests of the customer * nonpaying
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Employees
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Marketing mix elements include all of the following EXCEPT: * distribution * marketing information systems * price * promotion
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Marketing information systems
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a casino employee's uniform and a restaurant's fancy front lobby are a means of: * creating overly high expectations on the part of the customer * overspending on the part of the service provider * Tangibilizing the service * paying attention to the perishability of the service
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Tangibilizing the service
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According to the Ansoff product-market expansion grid, management should first consider whether: * it should develop new markets for its current products * it should find or develop new products for its current market * it should find new products for a new market * it should gain more market share with its current products in their current market
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it should gain more market share with its current products in their current market
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which of the following is NOT part of the service profit chain? * satisfied and loyal customers * satisfied and productive service employees * internal service quality * external service quality
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external service quality
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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. * inseparability * variability * intangibility * perishability
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Inseperability
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Building strong economic and social ties with customers by delivering high-quality products and services is the foundation of: * relationship marketing * return on quality * the manufacturing concept * total quality management
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relationship marketing
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A well worked-out ________ provides company employees with a shared sense of purpose, direction, and opportunity. * a mission statement * company profile * set of objectives * strategic plan
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Mission statement
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Which of the following is NOT part of the four-P framework of marketing? * Product * Pricing * Placement * Product
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Placement
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When hotel chains enter such markets as the retirement home industry they are practicing which type of strategy? * differential diversification * concentric diversification * horizontal diversification * conglomerate diversification
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Conglomerate diversification
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"we are ladies and gentlemen serving ladies and gentlemen" is a motto for: * Ritz-Carlton * Conrad Hotels * Marriott * Hilton
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Ritz-Carlton
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The Forum Company found that the cost of retaining a loyal customer is just ____ percent of the cost of attracting a new one. * 20 * 50 * 40 * 30
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20
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A company's _______________ is the set of benefits or values it promises to deliver to consumers to satisfy their needs * value proposition * value promise * mission statement * quality proposition
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Value Proposition
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Instead of simply being defined as "freedom from defects," QUALITY should be defined: * in terms of total sales * in terms of customer satisfaction * in terms of product specifications * in terms of employee satisfaction
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in terms of customer satisfaction
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Studies have shown the best way to deal with service failure is to: * ignore the failure in the hopes the customer will forget about it * refund the customer's money whenever a failure occurs * replace the unhappy customer with a happier one * give the unhappy customer timely information regarding the failure
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give the unhappy customer timely information regarding the failure
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_________________ is the marketing logic by which the company hopes to create customer value and achieve profitable relationships. * marketing alignment * marketing integration * marketing diversification * marketing strategy
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marketing strategy
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A ________ is anything that can be offered to a market to satisfy a want or need. * service * choice set * concept * product
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Product
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_______ are highly loyal but not very profitable. * butterflies * strangers * barnacles * true friends
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Barnacles
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If a hotel chain buys one of its suppliers, it is engaging in what type of growth? * backward integration * vertical integration * forward integration * horizontal integration
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Backward integration
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when backed by buying power, wants become: * satisfied * needs * desires * demands
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Demands
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which of the following statements is FALSE? * CRM calls for developing unique and lasting relationships with customers * one goal of CRM is to make switching costs high * the use of CRM in the hospitality industry appears to be strong. * CRM combines marketing, business strategy, and information technology to better understand customers
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the use of CRM in the hospitality industry appears to be strong
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Hospitality companies face the task of increasing three major marketing areas: * service focus, service quality, and service productivity * service focus, service quality, and service profitability * Service differentiation, service quality, and service profitability * Service differentiation, service quality, and service productivity
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Service differentiation, service quality, and service productivity
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Because services are characterized by the issue of inseparability, service providers often will have to: * minimize the inseparability issue * reduce inventory * lower their prices * train the customers
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train the customers
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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. * people * processes * industry scope * planning
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Processes
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"Project RED" was the name given to the long-term strategy of which restaurant chain? * red lobster * red robin * red burrito * red rooster
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Red Robin
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Studies have shown that a well-crafted mission statement aids a firm's performance, as the mission statement serves as a statement of: * fact * financial goals * purpose * values
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Purpose
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the two main industries that comprise the activities we call tourism are: * the hospitality and marketing industries * the hospitality and travel industries * the restaurant and cruise industries * the hotel and restaurant industries
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the hospitality and travel industries
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A system of values and beliefs in an organization that reinforces the idea that providing the customer with quality service is the principal concern of the business is called __________________. * Credo or motto * Mission and credo * Mission statement or vision statement * service culture
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Service culture
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Disneyland's version of the ride reservation is called: * FastPass * Extension Pass * FreePass * MultiPass
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FastPass
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It is wise to assess the customer's __________ value and take appropriate actions to ensure a customer's long-term support. * Money * Market * Long-term * intrinsic
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Long-term
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which of the following is one of the four Ps of the marketing mix? * People * Profits * Propaganda * Place
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Place
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At the Ritz-Carlton, each employee can spend up to __________to redress a guest grievance. * $500 * $3,000 * $2,000 * $1,000
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$2,000
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The fact that services cannot be seen, tasted, felt, or smelled relates to which service characteristic? * Perishability * Inseparability * Variability * Intangibility
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Intangibility
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the most basic concept underlying marketing is that of: * Understanding * Needs * buying power * customer
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Needs
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____________ growth makes sense when good opportunities can be found outside the present businesses. * Diversification * Multilateral * bilateral * Product development
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Diversification
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The ideal target market for a firm is the one in which it can profitably generate the greatest customer ________ and ________ it over time. * Sales, sustain * Value: sustain and grow * Loyalty; grow * Satisfaction; spread
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Value; sustain and grow
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The production concept holds that consumers will favor products that are __________ and highly ____________, and therefore management should focus on production and distribution efficiency. * popular, qualitative * popular, affordable * available, affordable * available, qualitative
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available, affordable
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Which of the following is not part of the four Ps of the marketing mix? * product * price * promotion * profits
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Profits
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Revenue management grew out of ___________ management, which was introduced in the 1980s. * marketing * reservations * yield * overbooking
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Yield
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Most large companies consist of four organizational levels: corporate, division, business unit, and: * Promotional * Product * Employee * Management
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Product
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which is not a purpose of marketing in a customer-centered firm? * to generate customer value * to maximize company revenue * to improve relationship marketing * to maximize customer satisfaction
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to maximize customer satisfaction
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Under the product concept, marketing strategy focuses on making continuous product ___________. * advertisements * promotions * advertisement and promotions * improvements
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improvements
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Companies that diversify too broadly into unfamiliar products or industries can ______ their market focus. * capitalize * enhance * depreciate * lose
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Lose
