ch7 – Flashcard
Unlock all answers in this set
Unlock answersquestion
Assume that you are reading a STAR report about a hotel that you manage. What does an ADR index of 110 indicate?
answer
Your ADR is higher than that of your competitors.
question
Assume that you are reading a STAR report about a hotel that you manage. What does a RevPAR index of 85 indicate?
answer
Your RevPAR is lower than that of your competitors.
question
In the lodging industry, what is the meaning of the term "room mix"?
answer
The ratio of different room types in a hotel
question
What is a per diem?
answer
A fixed amount paid for a guest's daily travel expense
question
What name is used to describe a group of competing hotels to which an individual hotel's operating performance is compared?
answer
Comp set
question
What is the difference between advertising and publicity?
answer
Publicity is free
question
What type of activity describes the act of placing an ad in the yellow pages of a telephone book?
answer
Marketing activity
question
Which of the following is a demand generator?
answer
A college's graduation weekend occurring near a hotel
question
What does a STAR report evaluate?
answer
A hotel's sales and marketing team's results in relation to those of other hotels
question
A brand-specific frequent guest program is an example of a:
answer
Franchisor's sales and marketing effort
question
What is the purpose of cold calling?
answer
To qualify prospects
question
What type of activity describes a site tour?
answer
Presale activity
question
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
question
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
question
How is a sales and marketing team best evaluated by a hotel's general manager?
answer
By improvement in objective evaluation measurements
question
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
question
What is true about transient travelers?
answer
They are individual travelers.
question
Which is the most important market for large convention hotels?
answer
Group market
question
What is true about a marketing plan?
answer
It is designed to meet the hotel's sales goals.
