Chapters 15-18 Test – Flashcards
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Direct Marketing
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Making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships
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Which of the Following Statements is true?
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Nearly every socioeconomic group as adopted the Web
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E-commerce
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Buying or selling process that is supported by electronic means is known as:
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Data Warehouse
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A central repository of an organization's customer information is knows as:
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C2C
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Interchanges of ideas in forums and Internet news groups are functions of
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Corporate Website
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The most basic type of website is the:
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Which of the following is NOT a form of direct marketing?
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Marketing Website
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Which of the following is a reason that direct marketing has grown?
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Precision Targeting
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When dealing with issues of Internet Privacy, the group we haev to be the most concerned about is:
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The children
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The most powerful approach to integrated direct marketing is:
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Multiple-vehicle, multiple-stage
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In periods of low demand, companies can use direct marketing to target _______ customers and produce quick results
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Known
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Which of the following is NOT a way to measure direct marketing efforts?
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Internal Promotion
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The sequence of integrated direct marketing technique is:
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Paid ad with a response channel> Direct mail mechanism> Outbound telemarketing> Face to face sales cales
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Effective marketing begins with a good
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Customer Database
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Casino operator Harrah's Entertainment has build a customer database containing _______ of customer information
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30 terabytes
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A _____ stores the information that the company receives in a central repository of customer data
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Data Warehouse
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Data mining is NOT used to determine which of the following?
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The occupancy and ADR if a hotel
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To effectively use data mining and to be useful, the data stored in a database must be _____
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Accurate
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Do not call legistlation has ____ the telemarketing industry
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hurt
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The popular press has paid the most attention to ____ online marketing
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Business to Consumer (B2C)
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The internet now influences ___ percent of total retail sales
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42
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The second largest advertising media isL
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Internet
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The largest advertising media is
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Television
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OnQ is a technology platform developed by ____ to manage info on guests across all its brands
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Hilton
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Online______ is perhaps the number one e-commerce concern
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Privacy
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Which of the following would be considered a macrodestination
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The United States
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Which of the following is NOT a benefit of tourism
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Decline in population
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The fact that tourism dollars are recycled throughout the local economy, being spent and re spent, is referred to as
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The multiplier effect
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All of the following are tourist classifications except:
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Psychological Travelers
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Which of the following destinations would allocentrics most likely visit?
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Mexican Rain Forest
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All but which of the following are a part of the event planning decision framework?
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Is the event a macro or micro event
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Which of the following is not a responsibility of the National Tourism Organization?
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Infrastructure development
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The travel segment where people have the least influence over their travel experience once it begins is the
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group mass tourist
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Psychocentrics are best described as
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people who do not desire change when they travel
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The two major strategies used by tourist destinations to attract visitors are
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Events and attractions
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"A stay of one or more nights away from home for holidays, visitors to friends or relatives, business conferences or any other purpose except such things as boarding education or semi-permanent employment" is the British Tourist Authority's definition of
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Tourism
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The top three tourism destinations in the world are
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France, United States, and Spain
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The benefit of tourism where tourist expenditures are recycled through the local economy is called
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Multiplier effect
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The Pacific Area Travel Association (PATA) had developed a comprehensive Four-Phase Disaster Planning Model built on:
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Reduction Readiness Response Recovery
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___ and attractions are the two primary strategies used by tourist destinations to attract visitors
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Events
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In centrally planned economies, ______ control, plan, and direct tourist development
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Governments
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Which of the following is not a psychological determinant of travel demand?
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Conventions
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Self-discovery is one of the _____ determinants of travel demand
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Psychological
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In April 2001, ___ became the first space tourist when he flew on the Soyuz taxi mission to the International Space Station.
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Dennis Tito
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As a result of the Russian's willingness to allow space tourists on their missions, there is now a travel agency, _____ specializing in space tourism
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Space Adventures
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NASA is preparing for moon tourism, including developing plans to prevent looting of the six ares where manned space missions landed on the moon between 1969 and 1972. Under its guidelines people can only walk within __ feet of the site where Neil Armstrong first walked on the moon
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246
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A North Sea Trail, funded by the European Union with nearly $15 million, is being developed in Europe that crosses __ countries and extends for three thousand miles
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Six
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____ is one of the fastest growing and most lucrative segments of tourism
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Medical Tourism
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A trip where travel agents or other who can send business to a tourist destination attraction, cruise, or hotel are invited to visit at a low cost or no cost is called:
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Fam Trip
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Persons who do not desire change when they travel and who like to visit non threatening places and stay in familiar surroundings are called
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Psychocentrics
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A marketing plan is a stand-alone tool
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False
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Social, political, and economic factors that affect a firm and its marketing program are called:
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Environmental Factors
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A short summary of the marketing plan to quickly inform top executives is called an
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Executive Summary
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Quantitative and time specific accomplishment measurements as to what is expected of marketing are
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Objectives
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Quantitative and time specific accomplishment measurements as to what is expected of a sales force are called
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Quotas
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______ serves as a roadmap for all marketing activities of the firm
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Marketing Plan
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An executive summary should be effectively able to address
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Top Management
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Which of the following does not form part of corporate direction?
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Marketing Plan
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Which of the following does not comprise environmental factors?
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Technology
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The process of examining various submarkets and selecting those most appropriate for a company is called:
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Segmentation Analysis
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It is essential to go through the thought process of examining market potential
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TRUE
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Because of their importance, estimates of market potential are rarely ignored by those who write marketing plans
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False
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Marketing strategies are designed to help achieve marketing objectives
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TRUE
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A competitive analysis dealing solely with physical characteristics of a competitor can miss major competitive advantages and disadvantages
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TRUE
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The maintenance department is an example of a hotel department that remains unaffected by changes in a marketing plan
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FALSE
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What is good for an advertising agency may not be good for the client
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TRUE
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If an advertising agency is being used, it should be given sole control of the advertising component of the marketing plan
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FALSE
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Fencing refers to the placing limits on the marketing plan budget
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TRUE
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When developing a market plan, marketers need only look at internal data sources for information
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FALSE
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Which of the following is NOT an environmental factor on hospitality organizations?
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Geographic
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Generally, the first selection of a formal, written marketing plan would be the:
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Executive Summary
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Which is an example of a good objective?
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"Have an occupancy of 79 percent next year"
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A two-to four- page document written for top management is called the
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Executive Summary
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Useful marketing trend information includes related industry trends, competitive trends, and
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Visitor Trends
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Growing key accounts is an example of a
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Sales Strategy
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The heart of any marketing plan is careful analysis of ____ and the selection or appropriate target markets
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Available market segments
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The ____ is essentially a projected profit-and-loss statement
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Budget
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Sales objectives must be established for each sales area, division, region, salesperson, and
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Time Period
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Which of the following statements is true?
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It is important for sales manager to monitor actual sales force expenditures against budgets on a regular basis
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A new marketing plan must be written every
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Year
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____ is the total available demand of a hospitality product within a particular geographic market at a given price
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Market Potential
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Market potential estimates should be shown as demand estimates at various
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Price Points
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MSPA stands for
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Market Segment Profitability Analysis
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An analysis of the primary strengths and weaknesses, objectives, strategies, and other information relative to competitors is called
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Competitive analysis
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Salespeople write up their completed activities on
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Call Reports
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When a salesperson calls on a customer simply to build goodwill, he or she is playing the part of a
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Missionary
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Standards stating the amount that a salesperson should sell are called
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Sales Quotas
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Which of the following is not an activity or task that a sales representative performs for the company?
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Staging
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The first step in the personal selling process is
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Prospecting
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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
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Market-segment-structured
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Members of a sales force need three types of training: product/serve; policies, procedures and planning; and ______
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Sales technique
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When a salesperson provides personal favors like free lunches to customers, the salesperson is practicing the strategy of
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Ingratiation
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Which of the following is NOT an influence strategy used by salespeople DURING presentations?
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Negotiation
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Sales representatives deciding how to allocate their scarce time among prospects and customers is known as:
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Targeting
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When sales representatives find and cultivate new customers, it is called
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Prospecting
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The two common approaches used to determine appropriate competitive set or cluster for a hotel are
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ADR and Product Type
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Which of the following is not a good measure of sales volume within the hospitality industry?
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Inventory
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______ responsibility increases the sales representative's incentive to cultivate local business and personal ties
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Territorial
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Which of the following is not a way to structure a sales organization? _____ based
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Employee based
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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
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Search Engine Marketing
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Which of the following is NOT a good way to develop prospects?
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Getting a competitor's database
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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
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Reservations
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Which of the following is not an example of a hotel customer's negotiation strengths?
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Stay high-occupancy nights
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A basic mode of motivating sales representatives is:
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motivation---effort---performance---rewards---satisfaction
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Which of the following is not a way to improve trade show effectiveness?
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Avoiding recording any visitor contacts due to privacy considerations
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Which of the following is not a key indicator of sales performance?
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OTA reservation percentage
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When sales representatives decide how to allocate their scarce time among prospects and customers, it is
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Targeting
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When the salesperson is not expected or permitted to take an order but is called only to build goodwill or to educate the actual or potential user, the salesperson is called a:
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Missionary
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Which of the following is not part of the inside sales force?
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Sales agents
