Question 1

Which of the following statements about the relationship between marketing and sales is true?

Accepted Answer

The scope of marketing activities is more long-term than that of sales activities.

Question 2

Mick is responsible for evaluating the brand identity of a chain and recommending ways to increase the value of the brand. For which of the following components of a hospitality marketing mix is Mick responsible?

Accepted Answer

product-service mix

Question 3

Advertising and direct mail campaigns best fit into which of the following components of the hospitality marketing mix?

Accepted Answer

promotion-communication

Question 4

Peak business periods, off-seasons, and shoulder periods are most relevant to the _____________ component of the hospitality marketing mix.

Accepted Answer

price-rate

Question 5

In small to medium-size properties, which of the following positions is generally responsible for advertising and public relations activities?

Accepted Answer

the general manager

Question 6

Salespeople do not sell guestrooms or banquet rooms; they sell the use of these rooms. This refer to the _______________ of hospitality products and services.

Accepted Answer

intangibility

Question 7

Stacy is a very personable food server who is always friendly with the restaurant\'s guests. Alex, on the other hand, is merely civil to guests most of the time. This illustrates the _____________ of hospitality products and services.

Accepted Answer

inconsistency

Question 8

Which of the following statements about the hospitality industry and globalization is false?

Accepted Answer

Globalization has not affected the food service industry very much.

Question 9

Two or more companies joining together to benefit from each other\'s strengths is termed _____________ marketing.

Accepted Answer

partnership

Question 10

Which of the following statements about the hospitality industry and technology is false?

Accepted Answer

The use of \"smart cards\" is decreasing in the hotel industry.

Question 11

A marketing plan should be developed for at least a ___________ period.

Accepted Answer

three-year

Question 12

Which of the following steps in the cycle of marketing planning involves property, competition, and marketplace analysis?

Accepted Answer

conducting a marketing audit

Question 13

All of the following are ways to determine how a property\'s performance compares with competitors except:

Accepted Answer

segmenting target markets

Question 14

Number of Rooms Available  Rooms Occupancy Percentage Room Nights Sold Hotel 1 150 54,750 78% 42,705 Hotel 2 200 73,000 70% 51,100 Hotel 3 250 91,250 74% 67,525 Hotel 4 300 109,500 60% 65,700 Total 900 328,500 227,030    Given the data above, which of the following properties has the highest market share?

Accepted Answer

Hotel 3

Question 15

Number of Rooms Available Rooms Occupancy Percentage Room Nights Sold Hotel 1 150 54,750 78% 42,705 Hotel 2 200 73,000 70% 51,100 Hotel 3 250 91,250 74% 67,525 Hotel 4 300 109,500 60% 65,700 Total 900 328,500 227,030    Given the data above, which of the following properties has the highest fair share?

Accepted Answer

Hotel 4

Question 16

Which of the following tools would managers use to determine the current guest base and assess the decline or growth of business from market segments?

Accepted Answer

revenue grid and occupancy chart

Question 17

Which of the following statements about determining marketing objectives is true?

Accepted Answer

Objectives for each market segment and revenue center should be measurable.

Question 18

\"Increase room nights from the senior-citizen market during June while maintaining an average room rate of $59.\" What is wrong with this marketing objective?

Accepted Answer

It is not quantity-specific.

Question 19

The principal advantage of zero-based budgeting is that:

Accepted Answer

every expenditure is questioned.

Question 20

The director of sales produces a report that details the number of room nights sold for each market segment by salesperson. This report is a critical part of which of the following steps in the marketing planning cycle?

Accepted Answer

evaluating the marketing plan

Question 21

Which of the following positions within a large hotel organization would manage a telephone sales staff responsible for developing leads, making prospecting calls, and following up on leads and previous clients?

Accepted Answer

the telemarketing director

Question 22

In the hospitality industry, the job title of a salesperson is likely to be:

Accepted Answer

account manager

Question 23

Which of the following characteristics of successful salespeople best captures the ability to manage their time and sales territory and not waste effort on unproductive activities and accounts?

Accepted Answer

efficiency

Question 24

Which of the following characteristics of successful salespeople best describes the ability to continue going after additional business despite rejections by prospects?

Accepted Answer

motivation

Question 25

Which of the following training techniques would a director of sales use to enhance the time management skills of the sales staff?

Accepted Answer

an in-basket drill

Question 26

At which of the following sales meetings would it be most appropriate to discuss prospects, bookings, and service procedures?

Accepted Answer

weekly staff meetings

Question 27

Which of the following documents helps hotel salespeople in non-automated offices control sales of function and banquet rooms?

Accepted Answer

function book

Question 28

Jennifer works in a non-automated hotel sales office. She needs the telephone number of Widget Works, Inc., to firm up a tentative booking at the Convention Center Hotel. The most efficient way to obtain the telephone number would be to access which of the following paper-based files?

Accepted Answer

the master card file

Question 29

Using information from routine sources--guest folios, registration cards, customer surveys, and so on--to build relationships with guests/clients and market the property\'s services most effectively is called:

Accepted Answer

database marketing

Question 30

Computer technology has had the greatest impact on which of the following components of yield management?

Accepted Answer

predicting or forecasting demand

Question 31

In which of the following types of personal sales calls does the salesperson typically make a strong sales pitch, overcome a decision-maker\'s objections, and ask for the sale?

Accepted Answer

a presentation call

Question 32

Group sales at the Kingsward Hotel have steadily fallen over the past several months. One of the first actions Harry takes as the new director of sales is to shore up the current customer base. He has each account manager call on current clients to promote goodwill and to assure them that the hotel wants to meet their future needs. Which of the following best identifies the type of personal sales calls that Harry wants his staff to make?

Accepted Answer

public relations calls

Question 33

Sharon, the new director of sales at the Westgate Hotel, assigned each of her three account managers ten personal sales calls a week. The objective was to introduce prospective clients to the products and services of the hotel. Before making the calls, account managers were to gather as much information as possible about the prospects\' needs. Which of the following best describes the type of personal sales calls that Sharon wants her staff to make?

Accepted Answer

presentation calls

Question 34

A salesperson would typically use all of the following sources when prospecting for individual and group business in relation to family social functions except:

Accepted Answer

chamber of commerce listings.

Question 35

Which of the following types of territorial space is the most appropriate for salespeople to use when beginning a sales presentation to an individual decision-maker?

Accepted Answer

social space

Question 36

The nonthreatening area that is the greatest distance from a client is called ___________ space.

Accepted Answer

public

Question 37

Which of the following statements about a presentation sales call is false?

Accepted Answer

During a personal sales call, a slaesperson should handle all of the client\'s objections immediately.

Question 38

A client who says, \"All of our board members are happy with the hotel we currently use\" is stating a __________ objection.

Accepted Answer

lack of interest or urgency

Question 39

Which of the following places the five steps of a personal sales call in the correct order?

Accepted Answer

opening the sales call, getting client involvement, the presentation, overcoming objections, closing and following up

Question 40

A salesperson would likely spend the least amount of the time with:

Accepted Answer

present accounts with medium potential that are providing an acceptable level of business.

Question 41

Benita, the reservations manager at the Greentree Hotel, is having a training session with Theresa, a new reservationist. Benita tells Theresa that it\'s important to have a \"verbal smile\" when answering the telephone for the hotel. Theresa says she doesn\'t know how to do that. Which of the following is the best advise Benita can give Teresa for achieving a verbal smile when she speaks on the telephone?

Accepted Answer

\"Simple smile while you speak.\"

Question 42

Which of the following types of outgoing sales calls is made in order to find out if an individual or company warrants an in-person sales call?

Accepted Answer

a qualifying call

Question 43

The first step in a telephone appointment call is to:

Accepted Answer

reach the decision-maker.

Question 44

Which of the following statements about telephone sales calls is false?

Accepted Answer

If a decision-maker cannot be reached during a telephone appointment call, the salesperson should always leave a message.

Question 45

\"Shall I book your tour group for Friday night or Saturday morning?\" is an example of:

Accepted Answer

a forced-choice question.

Question 46

Don is the catering sales manager at the Bluestone Hotel. He has made calls all week to couples who have recently announced their engagements in the local newspaper. He made these calls to tell these couple about the hotel\'s new wedding reception package. These calls are classified as ___________ calls.

Accepted Answer

promotional

Question 47

Which of the following types of outgoing sales calls is made just to keep in touch with clients?

Accepted Answer

a service call

Question 48

Vivian is the manager of the Downhome Restaurant. She got a complimentary letter from a recent customer who tried the restaurant for the first time and liked it. She called the customer to thank him for taking the time to write and to invite him to return to the restaurant soon. This is an example of a ____________ call.

Accepted Answer

public relations

Question 49

An inquiry call is an example of a(an) _______________ call.

Accepted Answer

incoming

Question 50

For which of the following purposes are telephone sales blitzes used?

Accepted Answer

to gather information

Question 51

At an executive committee meeting, the food and beverage director noted the low percentage of hotel guests dining at the restaurant during their stay. The general manager suggested that the committee develop a training program for all front-of-the-house employees on how to present the benefits of the hotel\'s restaurant to guests. What the general manager is suggesting is an example of:

Accepted Answer

internal sales

Question 52

Salespeople at the Convention Center Hotel can negotiate terms and conditions with clients without constantly seeking approval from the director of sales. This illustrates the concept of:

Accepted Answer

employee empowerment.

Question 53

Monica, a room attendant at the Glitz Hotel, responded to a guest\'s request for extra towels and pillows. At the end of her shift, she recorded the guest\'s request on a form used to update guest profiles. On the next visit to the property, the guest found extra towels and pillows already in the room. This is an example of:

Accepted Answer

relationship selling.

Question 54

Which of the following upgrading techniques would likely be most effective for a salesperson who was attempting to sell high-priced rooms?

Accepted Answer

top-down method

Question 55

Thad, a bartender at the 5th Street Hotel, makes it a practice of recommending the house specialty drink to guests at the bar waiting for a table in the dining room. He always uses descriptive phrases, such as: \"Would you care to try our \'Tropical Delight\' while you\'re waiting? It\'s a delicious mixture of fruit juices and vodka, served ice cold in a frosted glass with a fruit garnish.\" Thad is practicing:

Accepted Answer

suggestive selling.

Question 56

Tent cards on tables in the hotel restaurant that advertise a sale in one of the hotel\'s stores is an example of:

Accepted Answer

cross-selling.

Question 57

Front desk agents at the Business Center Hotel are trained to tell early-morning check-ins about the one-hour valet service at the property. This an example of:

Accepted Answer

cross-selling

Question 58

Which of the following hotel areas has the best opportunity to sell next-morning room service breakfast specials when guests request wake-up calls?

Accepted Answer

front desk

Question 59

The use of a video magazine in a hotel\'s lobby to showcase the property\'s facilities and services is an example of:

Accepted Answer

internal merchandising.

Question 60

Discount coupons for rooms and two-for-one specials in the restaurant are examples of:

Accepted Answer

in-house promotions.

Question 61

Over which of the following types of advertising do sales personnel have the most control in terms of directing it to target markets?

Accepted Answer

direct mail advertising

Question 62

The Bringum Inn\'s sales managers miscalculated when they created the Inn\'s advertising plan. They need to bring in an extra 100 room nights in the next two weeks to meet their budge. In which of the following media should they advertise if they want to develop a new ad and place it quickly?

Accepted Answer

newspapers

Question 63

Which of the following statements about the differences between magazine and newspaper advertising is true?

Accepted Answer

Most magazines are national in scope.

Question 64

Grace wants all her restaurant\'s advertisements to have a similar look. About which of the following advertising characteristics is she concerned?

Accepted Answer

consistency

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