question

boundary spanning role

answer

Front-line employee (ex: front desk agent, server)

question

The practice of overbooking

answer

the absence of inventories

question

Primary focus of Marketing

answer

to satisfy the needs and wants of consumers

question

Credence qualities are difficult to evaluate even after the service is consumed

answer

true

question

marketing mix variables would directly affect the cost section of an income statement?

answer

Product and Promotion

question

Presentation mix

answer

elements that marketing managers use to increase the tangibility of the product-service mix as perceived by consumer. (physical location, atmosphere, personnel)

question

Hospitality Marketing Mix

answer

1. product-service mix 2. presentation mix 3. communication mix 4. pricing mix 5. distribution mix

question

The marketing concept focuses on designing products as efficiently as possible and selling them at a profit

answer

False

question

Which of the following is not a characteristic associated with services

answer

consistent delivery (p.8)

question

Purchase decisions for services such as foodservice are heavily slanted towards

answer

experience qualities

question

Which of the following traditional marketing mix elements is (are) part of the presentation mix?

answer

price & place

question

Which of the following is not a component of the original hospitality marketing mix?

answer

Distribution mix

question

Which of the following is a key aspect of corporate social responsibility?

answer

It focuses on the triple bottom line

question

All of the above are popular service recovery strategies

answer

employee turnover

question

A measure of the relative level of prices for consumer goods is known as

answer

Consumer Price Index - CPI

question

The "triple bottom line" is an accounting and recording system used by firms to monitor sustainability performance on people, planet and profits.

answer

true

question

Fast food chains competing with convenience stores and supermarkets is an example of

answer

general competition

question

Product category competition exists among companies that provide similar products and services to the same customers at a similar price level.

answer

False (p.24)

question

area of concern for environmental sustainability?

answer

energy management waste management water conservation

question

Changes in the profile of residents within a city or given geographic area represent which of the following types of trends?

answer

social

question

Perfect competition

answer

the competitive structure in an industry with many buyers and sellers of homogeneous products that are almost exactly the same.

question

product class competition

answer

Major airlines competing with charter airlines and commuter airlines

question

monopolistic competition

answer

A monopoly consists of a few sellers and many buyers

question

he three major components of sustainability in hospitality and tourism operations

answer

social, environmental, and economic

question

Which of the following is not a sustainability indicator for the social component?

answer

employee turnover

question

The amount of search would be most substantial for the ____ problem-solving technique.

answer

Extended

question

The number of attributes normally considered would be fewest for the ____ problem-solving technique.

answer

routine response behavior (p.52)

question

attitude

answer

A learned predisposition to act in a consistently favorable or unfavorable manner toward an object

question

Opinion leaders include formal and informal leaders of reference groups.

answer

True

question

Most hospitality and travel firms expect to fulfill the self-actualization needs of consumers as described by Maslow

answer

False (p. 45)

question

Which of the following is an example of organizational buying in the travel industry?

answer

Hotel salespeople selling to meeting planners. Tour operators selling to travel agents. (P. 54)

question

Which of the following statements IS TRUE in regard to postconsumption feelings?

answer

They are based on consumers' expectations and actual firm performance. Hospitality chains have an advantage because of a lower perceived risk. From a management perspective, it is better to under-promise and over-deliver.

question

Problem recognition occurs when an individual realizes a gap between a desired state and the actual state.

answer

True

question

Which of the following is NOT a characteristic of organizational buying?

answer

less negotiation

question

Diffusion and adoption.

answer

The process of influencing consumers who are innovators and early adopters

question

Which of the following problem-solving processes allows consumers to make tradeoffs between product or service attributes?

answer

Compensary strategies.

question

The five roles of an organizational buying unit MUST ALL be represented by different individuals.

answer

False

question

The final set of products or service providers that are considered by consumers when making a purchase decision is referred to as the:

answer

evoked set

question

Which of the following is not an internal influence on consumer behavior?

answer

Culture

question

Which consumer choice model involves choosing important service attributes and then eliminating brands that do not exceed minimum thresholds on all of those attributes?

answer

Conjunctive model

question

An individual does not pass through all of the stages in the consumer decision-making model when engaging in routine problem solving.

answer

False (p. 54)

question

Which stage in the consumer adoption process includes the largest percentage of consumers entering the

answer

Early majority

question

Certain reference groups can influence the purchase decisions of individuals even if they don't belong to the group.

answer

True

question

In Maslow's hierarchy of needs, the first set of needs individuals seek to satisfy is

answer

physiological needs

question

The information retrieval stage of the consumer decision-making model would tend to be the least involved for which of the following hospitality and travel services?

answer

A restaurant for a casual lunch

question

The family life cycle would be considered a(n) ________ variable

answer

demographic

question

Which of the following refers to the smallest geographic area?

answer

Metropolitan statistical area (MSA) (p. 66)

question

Salient attributes

answer

attributes that are important to consumers in evaluating alternative product offerings

question

When a firm develops one product-service mix that is sold to all potential customers, it is using a

answer

mass-market strategy

question

AIO statements are used in

answer

psychographic segmentation

question

Projected demand is equal to

answer

total market demand x market share

question

The basic tenet of the VALS segmentation framework is that consumers' purchasing behaviors are based on their culture and ethnic background.

answer

false (p. 70)

question

Which VALS category would be most loyal to an independent restaurant?

answer

Makers

question

The first step in the Market Segmentation Decision Process is to select specific target market segments.

answer

False (p. 71)

question

The first step in the positioning process is to

answer

Determine the ideal mix for consumers

question

The criteria for effective market segmentation?

answer

Measurability Accesibility Substantiality (p. 65)

question

In practice, it is normally not a good idea to use more than one type of variable to segment markets

answer

False

question

What is the technique used to construct a graphic representation of how consumers perceive a competing set of products relative to each other?

answer

Perceptual mapping

question

extension of the traditional family life cycle

answer

People are waiting longer to get married. Increased divorce rate has led to more single parents. There are more same-sex couples that adopt children. People are living longer.

question

A firm's positioning statement should differentiate the firm's product-service mix form that of the competition.

answer

True

question

Southwest Airline's addition of the 'Business Select' class to its existing economy class is an example of:

answer

differentiated strategy

question

The use of frequent traveler or frequent diner programs would be considered a form of

answer

behavioral segmentation

question

Market segmentation is the process of determining how to differentiate a firm's product offering(s) from those of its competitors in the minds of consumers.

answer

False

question

Market segmentation is the process of

answer

dividing a total potential market into homogeneous subsets

question

When restaurants or hotels record the license plates of their guests, it is a form of

answer

geographic segmentation

question

Which step would normally include a S.W.O.T. analysis?

answer

Conduct a situation analysis

question

The strengths and weaknesses components of a S.W.O.T. analysis reflect an evaluation of the firm's internal situation

answer

True (p. 93)

question

Which of the following items would be considered leverage items in a S.W.O.T. analysis?

answer

Strengths and opportunities

question

A _____ strategy focuses on selling the existing product-service mix to the existing target markets

answer

Market penetration (p. 96)

question

three stages in the marketing management cycle

answer

marketing planning - marketing execution - marketing evaluation

question

What is the first step in the marketing planning process?

answer

Conduct a situation analysis (p. 92)

question

reasons why some marketing plans fail?

answer

Strategic planning is not integrated into a firm's day-to-day activities. Those responsible for planning do not understand the planning process. No procedures are established to monitor and control the planning process. Financial projections are treated as marketing plans.

question

Strategic marketing plans typically cover a period of one year and focus on specific activities that must be implemented by the firm to achieve its goals.

answer

False

question

Which time series analysis technique is the simplest method for forecasting sales?

answer

trend extrapolation

question

Which of the following is not considered a disadvantage of marketing planning

answer

Marketing planning does not help firms cope well with change. (p. 87)

question

Quantitative sales forecasting techniques tend to be used when data is not readily available and rely on judgment or intuition

answer

True (p. 101)

question

Increasing or maximizing market share is an example of a _____ objective

answer

sales customer (p. 96)

question

Which of the following is NOT a characteristic of a good objective?

answer

Objectives should not be constrained to a specific time frame (p. 94)

question

Marketing planning forces managers to carefully examine the firm's operations

answer

True

question

A position statement is created before a mission statement to describe a firm's purpose to its external stakeholders

answer

False (p. 91)

question

A study used to measure the same population over an extended period of time is referred to as a

answer

Longitudinal study (P. 118)

question

Which of the following is NOT one of the basic criteria for a well-designed marketing information system?

answer

Information should only be gathered from outside the organization

question

One of the advantages of collecting secondary data is _____.

answer

cost timeless

question

The use of a marketing information system helps an organization to shorten the reaction time to changing market conditions

answer

true

question

Test marketing is a common form of

answer

experimentation

question

Marketing research is a broader and more encompassing term than marketing information systems.

answer

False (P. 110 and P. 112)

question

The best survey method for complicated or complex questions would be

answer

Personal interview

question

Within the components of a marketing information system, the statement "Nearly 20 percent of the population moves each year," represents which component?

answer

Macroenvironment (p. 111)

question

Measuring the relationship between price and quality for hospitality services would be an example of causal research

answer

True

question

When considering marketing research ethics, the respondent, the researcher, and the client all have rights and obligations

answer

True

question

The basic level of investigation in a research design is referred to as a

answer

Sample unit

question

The survey method with the best response time would be

answer

Telephone

question

When a closed-ended question is designed so that respondents will belong to at least one category, the available responses are said to be

answer

collectively exhaustive (p. 135)

question

Which of the following types of information would not be important for a restaurant manager to assess?

answer

The characteristics of the current customers. The characteristics of potential new customers. The media habits of current customers and potential new customers. The profile of the consumers of all available media.

question

The first step in the marketing research process is to

answer

Define the problem

question

The best survey method for sensitive questions would be

answer

Direct mail

question

One of the advantages of collecting primary data is _____

answer

specificity

question

Sampling error increases at a diminishing rate as sample size increases.

answer

False (P. 123)

question

Nonprobability samples cannot be representative of the population

answer

False (p. 123)

question

A hospitality manager who measures consumer reaction to new menu items offered by the restaurant is obtaining which of the following

answer

Primary data

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