question

1. Creating customer _______and ________are at the heart of hospitality and travel industry marketing.

answer

value, satisfaction

question

2. The simplest definition of marketing states: "As a manager, you want to make sure that you deliver customer satisfaction at a ________."

answer

profit

question

3. The ________industry is the world's largest and the most international in nature, which is why it's said that the world is only getting ________.

answer

travel, smaller

question

4. Customers are attracted and ________ when their needs are met.

answer

retained

question

5. For a successful business, hospitality managers should make customer ________ a priority over profits. Profits are best seen as the result of running a business well rather than its ________.

answer

satisfaction, purpose

question

6. Managers should not focus on maximizing ________‐term profits, because they are short‐selling both the customer and the company.

answer

short

question

7. Much of the behavior of employees toward their customers is the result of _______ philosophy.

answer

management

question

8. The ________ department is the most visible in the hotel. Most of the non‐promotional areas of the marketing function take place behind closed doors.

answer

sales

question

9. Marketing ________ includes advertising, sales, product, price, distribution, research, information systems, and planning.

answer

mix

question

10. Four‐P framework: decide on ________ and characteristics, set the ________, decide the ________ for distribution, and choose methods for ________.

answer

product, price, place, promoting

question

11. The only way selling and promoting will be effective is if we first define ________ customers and needs and then prepare an easily accessible and available value package.

answer

target

question

12. Marketing has assumed an increasingly important role in the ________ sector of the hospitality industry.

answer

restaurant

question

13. Travel agents account for ____% of all cruise line business.

answer

95%

question

14. The hospitality industry is highly ________ and marketing professionals therefore must understand the big picture.

answer

interdependent

question

15. Marketing is the art and science of finding, retaining and ________ profitable customers.

answer

growing

question

17. By creating value for customers, companies capture value from customers in the form of ________, ________ and long‐term customer ________.

answer

sales, profits, equity

question

18. Human ________: state of deprivation (physical, social, esteem); natural part of human makeup.

answer

need

question

19. Human ________: form of needs shaped by culture and individual personality. It is a method of communicating needs; wants are objectives that satisfy needs.

answer

want

question

20. Our ________ increase with the growing number and quality of wants/objectives.

answer

expectations

question

21. Marketing ________: manufacturers and sellers focus only on customer wants and lose sight of underlying customer needs.

answer

Myopia

question

22. Wants become ________ when backed by buying power.

answer

demands

question

23. Market ________: a product that is a combination of tangible, services, information, or experiential product components.

answer

offering

question

24. Customer _______: difference between the benefits that the customer gains from owning/using a product and the cost (monetary/non‐monetary i.e. time) of obtaining the product.

answer

value

question

25. Customer ________ are based on past experiences, researched information, and the opinions of peers.

answer

expectations

question

26. Low expectations will diminish ________(resulting in fewer sales) and high expectations have a higher chance of ________.

answer

demand, dissatisfaction

question

27. To combat high expectations, a company should deliver ________ than they promote.

answer

more

question

28. A market is a set of ________ and ________ buyers of a product.

answer

actual, potential

question

29. To design a marketing ________, the marketing manager answers two questions: what customers will we serve and how can we serve them best?

answer

strategy

question

30. A company should serve ________ customers well rather than attempt to serve all customers.

answer

fewer

question

31. Five alternative concepts under which organizations design and carry out marketing strategies: ________, product, ________, marketing, and ________ marketing.

answer

production, selling, societal

question

32. Production concept: consumers favor ________ and ________, so management will focus on prices, production, and distribution efficiency.

answer

affordability, availability

question

33. Product concept: holds that consumers will favor products that offer the most in ________, ________, and ________ features.

answer

quality, performance, innovative

question

34. The production and product concepts have an ________ to ________ focus. Their primary focus is a superior product and not necessarily customer wants and/or needs.

answer

inward, outward

question

35. Selling concept: focuses on maximizing quantity of ________ and does not worry about customer satisfaction.

answer

sales

question

36. Under the ________ concept, companies go out of business because products no longer satisfy the market. These companies will often suffer from overcapacity.

answer

selling

question

37. ________ concept focuses on delivering customer satisfaction by determining the needs and wants of target markets.

answer

marketing

question

38. It is very difficult to build a relationship with price‐sensitive customers; who are ________ in frequency and low in profitability.

answer

low

question

39. Sustainability practices are an example of ________ marketing. This type of marketing delivers satisfaction to target markets while maintaining or improving a community's well‐being.

answer

societal

question

40. Marketing process: a. understanding ________ and customer needs; b. designing ________ driven marketing strategy; c. preparing an ________ marketing plan; d. building ________ customer relationships; e. capturing ________ from customers

answer

marketplace, customer, integrated, profitable, value

question

41. Customer‐value building tools: a. financial benefits; b. financial and social benefits; c. financial, social, and ________ benefits.

answer

structural

question

42. A customer is nameless and served by anyone available. Social benefits turn customers into ________ who are served on an individual basis.

answer

clients

question

43. A company should develop customer relations ________ and not with every customer.

answer

selectively

question

44. Customers with ________ frequency and ________ profitability have the most potential to become best customers.

answer

high, low

question

45. Customer ________ Management involves managing detailed information and customer touch points in order to maximize customer ________.

answer

Relationship, loyalty

question

46. ________ points are any occasion a customer encounters the brand and/or product in actual experience, personal/mass communication or casual observation.

answer

touch

question

47. Benefits of CRM come from ________ marketing costs, ________ price sensitivity of loyal customers, and partnership activities of loyal customers.

answer

reduced, decreased

question

48. Increasing ________ makes attracting a new customer five times as expensive as keeping a current customer happy.

answer

competition

question

49. Customer ________ is the discounted lifetime values of all the company's current and potential customers.

answer

equity

question

50. ________ value is the stream of profits a customer will create over the course of a business relationship. Average life is determined through surveys or guest history.

answer

lifetime

question

1. The service culture focuses on ________ and ________ customers.

answer

serving, satisfying

question

2. Creation of a service culture has to start with top ________ and flow down.

answer

management

question

4. Unlike physical products, services cannot be seen, tasted, felt, heard, or smelled before they are purchased. In the hospitality and travel industry, many of the products sold are ________ experiences.

answer

intangible

question

5. ________, such as the condition of the grounds and the overall cleanliness of an establishment, provide signals as to the quality of the intangible service.

answer

tangibles

question

6. In most hospitality services, both the service ________ and the ________ must be present for the transaction to occur.

answer

provider, customer

question

7. Managers must manage ________ so they do not create dissatisfaction for others.

answer

customers

question

8. Another implication of inseparability is that customers and employees must understand the service delivery system because they are ________ the service.

answer

coproducing

question

9. Customer coproduction means organizations must ________, ________, and ________ customers.

answer

select, hire, train

question

10. The benefits of a guest becoming an "employee" because of coproduction include increased ________, ________, and reduced ________ time.

answer

value, customization, waiting

question

11. Services are highly ________. Their quality depends on who provides them and when they are provided.

answer

variable

question

12. Several causes of service variability include simultaneous production and ________, fluctuating ________, and the ________ of the service provider.

answer

consumption, demand, skill

question

13. ________, or lack of consistency in the product, is a major cause of customer disappointment in the hospitality industry.

answer

variability

question

14. Three steps hospitality firms can take to reduce variability and create consistency: a. Invest in good ________ and ________ procedures, b. ________ the service performance process throughout the organization, c. Monitor customer ________.

answer

hiring, training, standardize, satisfaction

question

15. Revenue lost from not selling hotel rooms or filling restaurant seats is gone forever. Therefore, it can be said that services are ________.

answer

perishable

question

16. The service‐profit chain connects service firm profits with employee and customer satisfaction. It consists of five links: a. Healthy service ________ and ________, b. Satisfied and loyal ________, c. Greater service _______, d. Satisfied and productive service ________, e. Internal service ________

answer

profits, growth customers value employees quality

question

17. ________ marketing means that the service firm must effectively train and motivate its customer‐contact employees and all the supporting service people to work as a team to provide customer satisfaction.

answer

internal

question

18. ________ marketing means that perceived service quality depends heavily on the quality of the buyer‐seller interaction during the service encounter.

answer

interactive

question

19. Service companies face the task of increasing three major marketing areas: their competitive ________, ________ quality, and ________.

answer

differentiation, service, productivity

question

20. Service companies can differentiate their service delivery in three ways: through ________, physical ________, and ________.

answer

people, environment, process

question

21. Customer ________ is perhaps the best measure of quality, as it is dependent on how consistently a service firm delivers value

answer

retention

question

22. Good service ________ can win more customer purchasing and loyalty than if things had gone well in the first place.

answer

recovery

question

23. Customer ________ are one of the most available yet underutilized sources of customer and market information.

answer

complaints

question

24. Service marketers should take steps to provide their prospective customers with evidence that will help tangibilize the service. Promotional ________, employees' ________, and the service firm's physical ________ all help tangibilize service.

answer

material, appearance, environment

question

25. A service organization should review every piece of tangible evidence to make sure that each delivers the desired organization ________ - the way a person or group views an organization - to target customers.

answer

image

question

26. In a well‐run hospitality organization, there are two customers: ________ customers and ________.

answer

paying, employees

question

27. Customers who buy hospitality products experience some anxiety because they cannot experience the product beforehand. One way of combating concern is to offer ________ trips, which allow meeting planners and travel agents to experience the service in a low‐risk situation.

answer

familiarization

question

28. Managers can use the following techniques to manage capacity: a. Involve the ________ in the service delivery system; b. ________‐train employees; c. Use ________‐time employees; d. _______ or ________ extra facilities and equipment; e. Schedule downtime during periods of ________ demand; f. Change the ________‐delivery system

answer

customer cross part rent, share low service

question

29. Managers can use the following techniques to manage demand: a. Use ________ to create or reduce demand; b. Use ________ - allow guests to request a specific time or room type; c. ________ - take more requests than you have space available; d. Revenue ________ - establish different rate "fences"; e. Use ________ - customers are helped on a "first‐come, first served" basis; f. Shift ________; g. Create ________ events - "Buy‐one‐get‐one free" or "Children eat free" are examples

answer

price reservations overbook management queuing demand promotional

question

1. The major challenge facing today's hospitality companies is knowing how to build and maintain healthy businesses in the face of a rapidly changing ____________ and _________________.

answer

marketplace, environment

question

2. Today businesses increasingly recognize that they must nurture other stakeholders, including ___________, ____________, ____________, and the ______________ where their businesses are located.

answer

customers, employees, suppliers, communities

question

3. There is always a ____________ loop between satisfied customers and satisfied employees.

answer

synergistic

question

4. [Companies] are now building ______________ teams that manage core business processes.

answer

cross-functional

question

5. The result was a radically different approach to hotel accounting called _________ segment accounting. This new approach incorporated marketing and strategic planning into accounting rather than viewing them as separate stand‐alone areas and philosophies.

answer

market

question

6. To carry out processes, a company needs such resources as ___________, ____________, ____________, and ____________.

answer

personnel, materials, machines, information

question

7. More companies today have decided to __________ less critical sources.

answer

outsource

question

8. The organizational side of a company consists of its __________, __________, and _________, all of which tend to become dysfunctional in a rapidly changing company.

answer

structure, policies, culture

question

9. Although structure and policies can be changed, the __________ is the hardest to change.

answer

company

question

10. At the corporate level, the company starts the strategic planning process by defining its overall __________ and __________.

answer

purpose, mission

question

11. This is the focus of __________ planning, the process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunities.

answer

strategic

question

12. The hospitality industry faces the need for greater __________ of employees, particularly at middle‐management levels.

answer

empowerment

question

13. The hospitality and tourism industries are international and multicultural. __________ and ___________ sometimes create sharp differences in management style and in the perceived importance of strategic planning, empowerment, and other concepts discussed in this chapter.

answer

attitudes, culture

question

14. A __________ statement is a statement of the organization's purpose—what it wants to accomplish in the larger environment.

answer

mission

question

15. Missions are at their best when they are guided by a ___________, an almost impossible dream.

answer

vision

question

16. The corporate mission statement should stress major __________ that the company wants to honor.

answer

policies

question

17. Each __________ should have objectives and be responsible for reaching them.

answer

manager

question

18. Companies are in the "hotel business" or the "cruise line business." However, market definitions of a business are __________ to product definitions.

answer

superior

question

19. Marketing must __________, __________, and __________ opportunities and lay down strategies for capturing them.

answer

identify, evaluate, select

question

21. First, the company could seek new products that have __________ or __________ synergies with existing product lines, even though the products may appeal to a new class of customers (concentric diversification strategy).

answer

technological, marketing

question

22. Diversification opportunities sometimes arise as a result of new __________.

answer

technology

question

23. Companies that diversify too broadly into unfamiliar products or industries can lose their market __________.

answer

focus

question

24. Opportunities in diversification, market development, and product development can be seized through __________ backward, forward, or horizontally within that business's industry.

answer

integrating

question

25. A hotel company could select __________ integration by acquiring one of its suppliers, such as a food distributor, or it could acquire tour wholesalers or travel agents (__________ integration).

answer

backward, forward

question

26. Finally, the hotel company might acquire one or more competitors, provided that the government does not bar the move (__________ integration).

answer

horizontal

question

27. Integrative growth offers opportunities in related businesses, but a company must have or acquire the __________ to succeed in the new business.

answer

expertise

question

28. The goal is to create __________ for customers and build profitable customer relationships.

answer

value

question

29. Guided by marketing strategy, the company designs an integrated marketing mix made up of factors under its control—_________, __________, __________, and __________ (the four Ps).

answer

product, price, place, promotion

question

30. They must win customers from competitors and then keep and grow them by delivering greater value. But before it can satisfy consumers, a company must first understand their _______ and _______.

answer

needs, wants

question

31. The process of dividing a market into distinct groups of _______ who have different needs, characteristics, or behavior who might require separate products or marketing programs is called market __________.

answer

buyers, segmentation

question

32. Market ___________ involves evaluating each market segment's attractiveness and selecting one or more segments to enter.

answer

targeting

question

33. A product's __________ is the place the product occupies, relative to competitors' products, in consumers' minds.

answer

position

question

34. Thus effective positioning begins with differentiation, actually differentiating the company's market __________ so that it gives consumers more value.

answer

offering

question

35. ________ means the goods‐and‐services combination the company offers to the target market.

answer

product

question

36. ________ is the amount of money customers must pay to obtain the product.

answer

price

question

37. ________ includes company activities that make the product available to target customers.

answer

place

question

38. ________ means activities that communicate the merits of the product and persuade target customers to buy it.

answer

promotion

question

39. It holds that the four Ps concept takes the ________ view of the market, not the ________ view.

answer

seller's, buyer's

question

42. We define a marketing __________ as follows: an area of need that a company can perform profitably.

answer

opportunity

question

43. We define an environmental _________ as follows: A challenge posed by unfavorable trends or developments that would lead, in the absence of defensive marketing action, to sales or profit deterioration.

answer

threat

question

44. The business unit should strive to arrange its objectives from _______ to ________ important.

answer

most, least

question

45. Goals indicate what a business unit wants to achieve; ________ answers how to get there.

answer

strategy

question

1. The _______‐environment consists of factors close to the company that affect its ability to serve its customers, the company itself, marketing channel firms, customer markets, and a broad range of publics.

answer

micro

question

3. Marketers must do more than adapt to the needs of ________ customers. They must also adapt to the strategies of other companies serving the same target markets.

answer

target

question

4. Companies can gain strategic advantage by strongly _________ their product in the minds of consumers.

answer

positioning

question

5. Each firm must consider its size and industry position in relation to that of its competitors in order to implement a competitive marketing _________.

answer

strategy

question

6. Large firms with ________ positions in an industry can use strategies that smaller companies cannot afford.

answer

dominant

question

7. Small and individually owned companies do not have to worry about __________ their products. This allows them to ________ quickly to local trends and offer more variety.

answer

standardizing, adapt

question

8. In general a company has three variables to monitor when analyzing each of its competitors: share of _______, share of _______, and share of _______.

answer

market, mind, heart

question

9. In addition to having behavioral loyalty, a "truly loyal" customer exhibits __________ loyalty and is more likely to make favorable recommendations.

answer

attitudinal

question

10. "__________ loyal" customers are frequent visitors but are not emotionally attached.

answer

spurious

question

11. The four levels of competition: ________, _________, Product __________, and Product _________.

answer

budget, general, category, form

question

12. Suppliers are firms and individuals that provide the _________ needed by the company to _________ its goods and services.

answer

resources, produce

question

13. When outsourcing food and beverage operations, a _________ deal creates more commitment on the chef's part because they share directly in the __________ of the company.

answer

partnering, profits

question

14. Marketing __________ help the company promote, sell, and distribute its goods to the final buyers. They include travel agents, wholesale tour operators, and hotel representatives.

answer

intermediaries

question

15. Hotels may create ___________ by using Internet reservations systems, making them less dependent on travel agents.

answer

disintermediation

question

16. Marketing services agencies are suppliers that help the firm implement its marketing strategy and tactics. Their capabilities include Public __________, _________, and ______ mail housing.

answer

relations, advertising, direct

question

17. _________ markets consist of individuals and households that purchase hospitality services for leisure activities, medical needs, and gatherings.

answer

consumer

question

18. The company's marketing environment should include various publics. These groups have an ________ or ________ interest in or impact on an organization's ability to achieve its objectives.

answer

actual, potential

question

19. The ________‐environment consists of the larger societal forces that affect the entire microenvironment, that is, demographic, economic, natural, technological, political, competitor, and cultural forces.

answer

macro

question

21. _____ barriers to entry characterize the restaurant business. This makes it hard to predict future competition because _____ individuals have the means to become immediate competitors.

answer

low, many

question

22. It takes a relatively _____ amount of capital to get started in the restaurant business.

answer

small

question

23. Hotels have _____ barriers to entry. This is due to costs of building a hotel and scarcity of good locations.

answer

high

question

24. At a period when existing hotels are struggling to fill their rooms, it is common to have competitors _______ the market. This is because most hotels are planned during _______ in the business cycle.

answer

enter, upswings

question

25. ________ is the study of human populations in terms of size, density, location, age, gender, race, and occupation.

answer

demography

question

26. Baby boomers look for _______ and research in their vacations. This is one of the reasons why all‐inclusive vacations are popular among them.

answer

value

question

27. After the baby boomers came a generation lacking distinguishable characteristics. Known as ___________ or Baby Busters, they grew up during the recession and corporate downsizing.

answer

generation x

question

28. Because more people are divorcing, separating, choosing not to marry, marrying later, and marrying without intending to have children, marketers are increasingly adapting to the needs of __________ households.

answer

nontraditional

question

29. A farming environment is said to have a _________ economy. The population consumes most of its own industrial and agricultural products.

answer

subsistence

question

30. __________ economies constitute rich markets for many different kinds of goods. This type of economy has greater market opportunities.

answer

industrial

question

31. The US is experiencing the age of the "_________ consumer." Along with rising incomes have come increased financial burdens.

answer

squeezed

question

32. Environmental trends that marketers must be aware of are ________ of raw materials, increasing ________, and ________ government intervention in natural resource management.

answer

shortages, pollution, increased

question

33. Government regulation and enforcement in business practices is likely to increase in the future. Business executives should take into consideration major laws protecting _________, _________, and _________ when planning products and marketing programs.

answer

competition, consumers, society

question

34. Each society contains __________, groups of people with shared value systems based on common life experiences or situations. These groups have specific wants and buying behavior that allow marketers to choose them as target markets.

answer

subcultures

question

35. Believing in marriage is a core belief, while believing that people should get married early is a secondary belief. Marketers have some chance of changing _________ values but little chance of changing ____ values.

answer

secondary, core

question

36. Many companies view the marketing environment as an __________ element to which they must adapt.

answer

uncontrollable

question

37. Rather than watching and reacting, some firms take aggressive action to affect the publics and forces in their marketing environment. This is an example of the __________ management perspective.

answer

environmental

question

38. By communicating the possible effects of legislation on the industry and the community, PACs can sometimes influence pending legislation. This goes to show that the __________ environment is an element of the macro‐environment that can be influenced.

answer

political

question

39. Part of environmental ________ requires that information be collected and analyzed in the market planning process to evaluate the importance of the trends so the organization may keep them in proper perspective.

answer

scanning

question

40. Data collected about the environment must be reliable, timely, and used in decision making. Best Western's VP of Marketing said researchers must put less emphasis on data _________ and more effort in data __________.

answer

collection, interpretation

question

1. To create value for customers & build meaningful relationships with them, marketers must gain fresh, deep insights into what customers _______ and ________.

answer

need, want

question

2. Most marketing managers are _________ with data and often overwhelmed by it, yet complain they lack enough information of the ________ kind.

answer

overloaded, right

question

3. The real value of marketing research and marketing information lies in how it is used—in the customer ________ that it provides.

answer

insights

question

4. Many companies are now restructuring and renaming their marketing ________ and _________ functions.

answer

research, information

question

5. A marketing information system (MIS) consists of people, equipment, and procedures to _______, ________, ________, ________, and ________ needed, timely, and accurate information to marketing decision makers.

answer

gather, sort, analyze, evaluate, distribute

question

7. A good marketing information system balances information managers _______ against that which they _______ & is feasible to obtain.

answer

want, need

question

8. Some managers ask for whatever data they can get without thinking carefully about _______ or _________.

answer

cost, usefulness

question

9. The costs of ________, ________, ________, and ________ information can add up quickly.

answer

obtaining, processing, storing, delivering

question

10. Sometimes ________ information contributes little to improving a manager's decision.

answer

additional

question

11. Internal data are accessed more ________ & ________ than other sources, but presents some problems. a. it may be ________ or in the wrong form for marketing; b. data also ________ quickly; keeping the database current requires a major effort

answer

quickly, cheaply incomplete age

question

12. Increasingly, companies are creating data _________ to house customer data in an accessible location.

answer

warehouses

question

13. Managers can use information gathered from these and other sources to evaluate _________ and detect _________ and opportunities.

answer

performance, problems

question

14. Guest information is vital to: a. improving _______, b. creating effective _______ & sales _______ programs, c. developing new _______, d. improving existing _______, e. developing ________ and sales plans, f. development & use of an effective revenue _______ program

answer

service advertising, promotion products products marketing management

question

15. An amazing amount of guest information is available from _______ records, which requires interfacing with other departments, such as reservations and accounting.

answer

internal

question

16. A system for obtaining guest information may include any or all of these techniques: a. Personal __________, b. Guest __________ cards, c. ________ to and _________ with guests, d. ________ systems, e. Mystery _________, f. Company ________, g. __________ information

answer

observations comment listening, speaking automated shoppers records point-of-sale

question

17. Marketing intelligence includes everyday _______ about developments that helps managers prepare and adjust marketing plans and short‐run tactics.

answer

data

question

18. Hotel ________ and _________ are essential parts of a marketing intelligence system.

answer

owners, managers

question

19. Members of management should be encouraged to join ________ and _________ organizations, where they are likely to obtain essential marketing information

answer

community, professional

question

20. _________ intelligence is available from trade magazine articles, competitors' reports, speeches, press releases, brochures, and advertisements.

answer

competitive

question

21. ________ marketing intelligence cannot answer some questions, and managers sometimes need to commission ________ marketing research.

answer

casual, formal

question

23. The ten most common activities in which marketing researchers engage are: a. __________ of market potentials, b. ________‐share analysis, c. determination of market _________, d. ________ analysis, e. studies of business ________, f. ________‐range forecasting, g. competitive ________ studies, h. ________‐range forecasting, i. marketing _________ systems studies, j. testing of ________ products

answer

measurement market characteristics sales trends short product long information existing

question

24. Managers must work closely with ________ to define the problem & research objectives.

answer

researchers

question

25. If they know little about marketing research, managers may ________ the wrong information, draw wrong _________, or request ________ data than they need.

answer

accept, conclusions, more

question

26. A marketing research project can have one of three types of objectives: a. _________ research, to gather preliminary information that will help define the problem and suggest hypotheses, b. _________ research, to describe size & composition of the market, c. _________ research, to test hypotheses about cause‐and‐effect relationships

answer

exploratory, descriptive, causal

question

27. To meet a manager's information needs, researchers can gather ________ data, _________ data, or both.

answer

secondary, primary

question

28. _________ data consist of information collected for the specific purpose at hand.

answer

primary

question

29. _________ data consist of information already in existence somewhere, having been collected for another purpose.

answer

secondary

question

30. Researchers usually start by gathering _________ data, usually obtained more quickly and at a lower cost than ________ data.

answer

secondary, primary

question

31. Three basic research approaches are __________, __________, and _________.

answer

observations, surveys, experiments

question

32. _________ research is gathering of primary data by observing relevant people, actions, and situations.

answer

observational

question

33. _________ research, best suited to gathering descriptive information, can be structured or unstructured.

answer

survey

question

34. _________ research is designed to capture cause‐and‐effect relationships by eliminating competing explanations of the observed findings.

answer

experimental

question

35. ________ groups are usually conducted by inviting 6‐10 people to gather with a trained moderator to talk about a product, service, or organization.

answer

focus

question

36. In‐depth _________, another form of qualitative personal interviewing, can be used when it is difficult to put together a focus group.

answer

surveys

question

37. Qualitative research is useful to gain insight into __________ and concepts as well as insight into survey _________.

answer

definitions, results

question

38. Marketing researchers usually draw conclusions about large consumer groups by taking a ________.

answer

sample

question

39. __________ often omit questions that should be answered and include questions that cannot, will not, or need not be answered.

answer

questionnaires

question

40. Researchers in the hospitality industry must be very careful in developing questions and selecting the sample not to _________ respondents unwittingly.

answer

offend

question

41. A written plan ensures the marketing manager and researchers have considered all important aspects of the research and agree on _____ & _______ it will be done.

answer

why, how

question

42. The plan is put into action by ________, _________, and _________ the information.

answer

collecting, processing, analyzing

question

43. ___________ is an important phase of the marketing process, as the best research is meaningless if a manager blindly accepts wrong explanations.

answer

interpretation

question

44. Marketing information has no value until managers use it to make better __________.

answer

decisions

question

45. International marketing researchers often face _________ and _________ problems than domestic researchers with homogeneous markets within a single country.

answer

more, different

question

46. Markets in many different countries often vary dramatically in levels of _________ development, ________ and customs, and _________ patterns.

answer

economic, culture, buying

question

47. _________ roles & consumer _________ processes vary from country to country, complicating research.

answer

buying, decision

question

1. Consumer purchases are strongly influenced by ________, ________, ________, and ________ characteristics. For the most part, they cannot be controlled by the marketer, but they must be taken into account.

answer

cultural, social, personal, psychological

question

2. ________ is the most basic determinant of a person's wants and behavior. It comprises the basic values, perceptions, wants, and behaviors that a person learns continuously in a society.

answer

culture

question

3. Each culture contains smaller subcultures, or groups of people with _________ value systems based on common life experiences and situations.

answer

shared

question

4. Hispanics are very ________ loyal, and they favor companies who show special interest in them.

answer

brand

question

5. Although more ________ conscious than other segments, blacks are also strongly motivated by quality and selection.

answer

price

question

6. As a group, Asian consumers shop frequently and are the ________ brand conscious of all the ethnic groups. They can be fiercely brand loyal.

answer

most

question

7. Although consumers in different countries may have some things in common, their ________, ________, and ________ often vary dramatically.

answer

values, attitudes, behaviors

question

8. Marketers must decide on the degree to which they will adapt their products and marketing programs to meet the unique needs of consumers in various markets. They want to _________ their offerings in order to simplify operations and take advantage of cost economies.

answer

standardize

question

9. Marketers are interested in social class because people within a given class tend to exhibit ________ behavior, including buying behavior.

answer

similar

question

10. Groups that have a direct influence and to which a person belongs are called ________ groups.

answer

membership

question

11. People often are influenced by ________ groups to which they do not belong.

answer

reference

question

12. The importance of group influence varies across products and brands. It tends to be _________ when the product is visible to others whom the buyer respects.

answer

strongest

question

13. The _________ remains the most important consumer buying organization in American society and has been researched extensively.

answer

family

question

14. Each role carries a status reflecting the general esteem given to it by society. People often choose products that show their ________ in society.

answer

status

question

15. Instead of throwing more one‐way commercial messages at ad‐weary consumers, they hope to use social networks to _________ with consumers and become a part of their conversations and lives.

answer

interact

question

16. The types of goods and services people buy change during their lifetimes. Preferences for leisure activities, travel destinations, food, and entertainment are often ________ related.

answer

age

question

17. A person's ________ affects the goods and services bought. For example, construction workers often buy their lunches from industrial catering trucks that come out to the job site.

answer

occupation

question

18. Companies must take advantage of opportunities caused by economic _________ and take defensive steps when facing an economic ________.

answer

upturns, downturn

question

19. Lifestyle portrays the "whole person" interacting with his or her ________. Marketers search for relationships between their products and people who are achievement oriented.

answer

environment

question

20. Personality can be useful in analyzing consumer ________ for some product or brand choices.

answer

behavior

question

21. The role of self‐concept has a ________ bearing on the selection of recreational pursuits, including golf, sailing, dirt bike riding, fishing, and hunting.

answer

strong

question

22. A person has many needs at any given time. Some are _________, arising from hunger, thirst, and discomfort. Others are _________, arising from states of tension, such as the need for recognition, esteem, or belonging.

answer

biological, psychological

question

23. Maslow's hierarchy of needs in order of importance are: a. _________ needs, b. _________ needs, c. _________ needs, d. _________ needs, e. _________ needs

answer

physiological safety social esteem self-actualization

question

24. Herzberg's theory has two implications: a. sellers should do their best to avoid ________ (e.g., a poor service policy), b. Although these things will not sell a product, they might easily ________ it.

answer

dissatisfiers un-sell

question

25. Perception is the process by which an individual _________, _________, and ________ information to create a meaningful picture of the world.

answer

selects, organizes, interprets

question

26. The key word in the definition of perception is _________.

answer

individual

question

27. Selective attention means that marketers have to work hard to attract consumers' notice. The real challenge is to explain which _________ people will notice.

answer

stimuli

question

28. Selective distortion is the tendency to ________ information into personal meanings and interpret information in a way that will fit our preconceptions.

answer

twist

question

29. Because of selective retention, we are likely to remember _________ points mentioned about competing products.

answer

good

question

30. Learning describes changes in an individual's behavior arising from ________.

answer

experience

question

31. Marketers are interested in the beliefs that people have about specific products and services. Beliefs ________ product and brand images.

answer

reinforce

question

32. Attitudes put people into a ________ of mind for liking or disliking things and moving toward or away from them. For example, many people who have developed the attitude that eating healthy food is important perceive chicken as a healthy alternative to beef and pork.

answer

frame

question

34. The ________ process starts when the buyer recognizes a problem or need.

answer

buying

question

35. How much searching a consumer does will depend on the ________ of the drive, the amount of ________ information, the ________ of obtaining more information, the ________ placed on additional information, and the ________ one gets from searching.

answer

strength, initial, ease, value, satisfaction

question

36. By gathering information, consumers increase their ________ and knowledge of available choices and product features.

answer

awareness

question

37. The set of beliefs held about a particular brand is known as the brand ________.

answer

image

question

38. A ________ function shows how the consumer expects total product satisfaction to vary with different levels of different attributes.

answer

utility

question

39. The consumer forms a purchase intention based on factors such as expected family ________, expected _________, and expected _________ from the product.

answer

income, price, benefits

question

40. Following a purchase, the consumer will be _________ or ________ and will engage in post‐ purchase actions of significant interest to the marketer.

answer

satisfied, dissatisfied

question

41. Consumers feel uneasy about acquiring the drawbacks of the chosen brand and losing the benefits of the rejected brands. Thus consumers feel some post‐purchase _______ with many purchases, and they often take steps after the purchase to reduce dissonance.

answer

dissonance

question

1. Organizational demand is ________ demand: it comes ultimately from the demand for consumer goods or services.

answer

derived

question

2. Through good __________ __________, marketers can identify emerging industries, companies, and associations.

answer

environmental scanning

question

3. Hotel managers need to understand the financial health of the __________ and __________that they serve. If clients fall on hard times, managers need to look for replacements for their lost business.

answer

corporations, associations

question

4. Compared with consumer purchases, a business purchase usually involves more __________ and a more __________ purchasing effort.

answer

buyers, professional

question

5. Professional meeting planners receive training in __________ skills. Hotels must have well‐ trained salespeople to deal with well‐trained buyers.

answer

negotiation

question

6. __________ buyers usually face more complex buying decisions than __________ buyers, because their purchases involve large sums of money, complex technical features, and economic considerations.

answer

organizational, consumer

question

7. In the organizational buying process, buyer and seller are often very __________ of each other. In other words, sales is a consultative process.

answer

dependent

question

8. The decision‐making unit of a buying organization, sometimes called the __________ __________, is defined as "all those individuals and groups who participate in the purchasing decision‐making process, who share common __________ and __________arising from the decisions".

answer

buying center, goals, risks

question

9. The buying proposal is initiated by __________ who help define product specifications.

answer

users

question

10. __________ have a direct influence on the buying decision but do not make the final decision themselves. Examples of these members include past presidents or spouses to executives.

answer

influencers

question

11. A company's sales manager selects a hotel and negotiates the arrangements. Therefore, the sales manager is a __________.

answer

decider

question

12. Although a sales manager may select and negotiate the arrangements in the buying process, they must seek the formal permission of the __________.

answer

approver

question

13. Gatekeepers have the power to prevent __________ or __________ from reaching members of the buying center. A secretary is an easy example of a gatekeeper.

answer

sellers, information

question

14. Larger sellers use __________, __________ selling to reach as many buying participants as possible. Their salespeople virtually "live" with their high‐volume customers.

answer

multilevel, in-depth

question

15. Some vendors believe that the most important influences are __________. They see buyers as favoring the supplier who offers the lowest price, best product, or most service. This view suggests that hospitality marketers should concentrate on __________ and __________ variables.

answer

economic, price, cost

question

16. In reality, organizational buyers commonly respond to both economic and __________ factors. They may respond to favors, attention, and risk avoidance.

answer

personal

question

17. Organizational buyers are heavily influenced by the current and expected economic market. Factors such as the level of __________ demand, the economic __________ and the cost are important.

answer

primary, outlook

question

18. The hospitality marketer has to be familiar with the organization's specific __________, __________, and __________ when contemplating buying decisions.

answer

objectives, policies, structure

question

19. Hospitality marketers are unlikely to know the group dynamics that take place during the buying decision process, but must learn the __________ and __________ factors that shape the organizational environment.

answer

personalities, interpersonal

question

20. Buyers exhibit different buying styles, which is why is marketers must know their customers and adapt their tactics to known __________, __________, interpersonal, and __________ factors.

answer

environmental, organizational, individual

question

21. The eight stages of the organizational buying process are defined as __________.

answer

buyphases

question

22. The buying process begins when someone in the company recognizes a need that can be met by acquiring a good or service. __________ __________ can be a result of internal or external stimuli.

answer

problem recognition

question

23. Determining the requirements of the product that would fulfill the problem is called formulating the __________ __________ __________.

answer

general need description

question

24. When the buyer compares hotels via trade directories, a computer search, phoning properties directly, or visiting a site, we say they are conducting a ___________ __________.

answer

supplier search

question

25. The final step in the buying process is actually completed postpurchase. __________ __________ of the product determines if the product met the buyer's specifications and if the buyer will purchase from the company again.

answer

performance review

question

26. The group business market is often more __________ and requires more __________ information than the consumer market.

answer

sophisticated, technical

question

27. Many group business markets will book more than a year in advance. During this time __________ ___________ may develop so marketers must keep in contact with the buyer to assure that they made the right decision in choosing the seller's hotel.

answer

cognitive dissonance

question

28. The four main categories of group business are __________, __________ meetings, ___________ meetings, and __________ groups.

answer

conventions, association, corporate, SMERF

question

29. __________ attract large numbers but occur less frequently than __________.

answer

conventions, meetings

question

30. The ___________ ___________ Exchange brings a set of standards and best practices to all parties involved in the creation and implementation of a meeting.

answer

accepted practices

question

31. Conventions are a specialty market requiring extensive meeting __________. __________ is the most popular month for conventions, followed by November, September, and April.

answer

facilities, october

question

32. Many hotels contract with independent __________ companies since their premises are not large enough to store equipment and personnel.

answer

audiovisual

question

33. Convention bureaus are __________ marketing organizations that help hotels sign conventions and meetings.

answer

nonprofit

question

34. The most important attributes of a destination for an association meeting planner are __________ of hotel and facilities, ease of __________, __________ for the attendees, and __________ costs.

answer

availability, transportation, distance, transportation

question

35. The corporation's major concern is that their meetings be __________ and accomplish the company's objectives: to __________ their employees and __________ enthusiasm.

answer

productive, educate, rejuvenate

question

36. Corporate __________ must be integrated into the meeting planning to ensure that the right mix of benefits is delivered to the client.

answer

culture

question

37. __________ __________ rewards participants for achieving a goal usually for both individual and team performance. For instance, employees of the best performing region might be recognized and win a trip to a lavish international destination.

answer

incentive travel

question

38. Destination packages are moving away from in‐house planners to __________ __________ since they specialize in purchasing __________ of airline seats and hotel rooms and can put together packages more efficiently than in‐house planners.

answer

incentive houses, blocks

question

39. SMERF stands for __________, __________, __________, __________ and __________ organizations. These are smaller specialty organizations that are price sensitive.

answer

social, military, educational, religious, fraternal

question

40. SMERF's provide good __________ business during off‐peak times because groups prefer weekend and off‐season bookings.

answer

filler

question

41. Many __________ are adding private rooms and hiring salespeople to gain their share of the meetings market.

answer

restaurants

question

42. Taking a __________ approach is more effective than negotiating items separately. By disclosing the budget first, the chef and planners can develop alternatives within a specific price range.

answer

consultative

question

43. It is commonplace for hotels to give complimentary room‐nights for every __________ room‐ nights that the group produces.

answer

fifty

question

44. Most meeting planners want their bill within one __________ of the event and __________ percent want it within two days.

answer

week, 25

question

45. One of the most important aspects creating a successful function is a __________ meeting between the hotel staff and the meeting planner to review event logistics.

answer

prefunction

question

46. Because of __________ the corporate rate qualification requirements have been dropped and are now given to any businessperson that requests it.

answer

competition

question

47. The basic corporate rate is about _____ - ______% below the hotel's rack rate. It often includes other benefits besides a discounted rate.

answer

10-15

question

48. Although the corporate contract rate is a discounted rate, it is __________ than the group rate.

answer

higher

question

49. In addition to developing hotel contracts, ___________ managers set ______ ______ rates that specify the amount a company traveler can spend on food and beverage.

answer

travel, per diem

question

50. Some corporations use in‐house travel agencies, also known as __________, which also represent other corporations, providing the advantage of __________ __________.

answer

in-plants, negotiating leverage

question

51. Hotels compensate in‐house travel agencies by straight __________, monthly __________, or a combination of commissions and fees.

answer

commissions, fees

question

1. Companies themselves vary widely in their abilities to serve different __________ of the market.

answer

segments

question

2. A company must identify the parts of the market that it can serve __________ and most __________.

answer

best, profitably

question

3. Most companies have moved away from mass marketing, toward __________ marketing.

answer

target

question

4. There are three major steps in target marketing : a. The first is market __________, dividing a market into distinct groups who might require separate products and/or marketing mixes.; b. The second step is market __________, evaluating each segment's attractiveness and selecting one or more of the market segments.; c. The third step is market __________, developing competitive positioning for the product and an appropriate marketing mix.

answer

segmentation, targeting, positioning

question

5. __________ segmentation is dividing the market into different units, such as nations, states, regions, counties, cities, or neighborhoods.

answer

geographic

question

6. Knowledge of geographic customer preferences is particularly important in ________ _______ and __________ where immigration has created pockets of customers with very different product/service preferences.

answer

North America, Europe

question

7. The success of local and regional tourism depends on creative __________ segmentation.

answer

geographic

question

8. __________ segmentation consists of dividing the marketing into groups based on variables such as age, life cycle, gender, income, occupation, education, religion, race, and nationality.

answer

demographic

question

9. Even when segments are first defined using other bases, __________ characteristics must be known to assess market size, and to reach it efficiently.

answer

demographic

question

10. Consumer ___________ change with age and some companies offer different products or strategies to penetrate various age & life‐cycle segments.

answer

preferences

question

11. __________ marketing is not simplistic, since a "typical" male or female does not exist, and many companies have erred trying to develop and market a product or service for such an individual.

answer

gender

question

12. The __________‐income consumer is by far the largest segment for the hospitality industry.

answer

middle

question

13. ___________ does not always predict which customers will buy a given product or service.

answer

income

question

14. __________ segmentation divides buyers based on social class, lifestyle, and personality characteristics.

answer

psychographic

question

15. For ___________ segmentation, buyers are divided into groups based on knowledge, attitude, and use or response to a product.

answer

behavioral

question

16. ___________ segmentation helps firms build product use, as buyers can be grouped according to occasions when they make a purchase or use a product.

answer

occasion

question

17. A __________ is a positive outcome received from a product feature.

answer

benefit

question

18. Marketers need to find ways to enhance __________ ties between the consumer and the hotel brands.

answer

emotional

question

19. In the hospitality and travel industries, marketers attempt to build brand loyalty through __________ marketing.

answer

relationship

question

20. Not all segmentation methods are equally effective, so to be useful, market segments must have the following characteristics: a. __________ ‐ the degree to which the segment's size and purchasing power can be measured.; b. __________ ‐ the degree to which segments can be assessed and served.; c. __________ ‐ The degree to which segments are large or profitable enough to serve as markets.; d. __________ ‐ : The degree to which effective programs can be designed for attracting and serving segments.

answer

measurability, accessibility, substantiality, actionability

question

21. A company should enter segments only where it can gain __________ advantages over competitors.

answer

sustainable

question

22. A __________ market consists of a set of buyers who share common needs or characteristics that the company decides to serve.

answer

target

question

23. A firm can adopt one of three market‐coverage strategies: a. __________ marketing; b. __________ marketing; c. __________ marketing

answer

undifferentiated, differentiated, concentrated

question

24. In an __________ marketing strategy, a company ignores market segmentation differences and goes after the entire market with one market offer.

answer

undifferentiated

question

25. Using __________ marketing strategy, a company targets several market segments and designs separate offers for each.

answer

differentiated

question

26. A third strategy, __________ marketing, is appealing to companies with limited resources ‐ instead of going for a small share of a large market, the firm pursues a large share of one or a few small markets.

answer

concentrated

question

27. A product's __________ is the way the product is defined by consumers on important attributes.

answer

position

question

28. When two or more firms pursue the same position, each must seek further __________.

answer

differentiation

question

29. The positioning tasks consists of three steps: a. __________ a set of possible competitive advantages on which to build a position; b. __________ the right competitive advantages; c. effectively __________ and delivering the chosen position to a carefully selected target market

answer

identifying, selecting, communicating

question

30. __________ differentiation requires selecting customer‐contact people carefully & training them well.

answer

personnel

question

31. Even when competing offers look the same, buyers may perceive a difference based on company or brand __________.

answer

image

question

32. As companies increase the number of claims for their brands, they risk disbelief & loss of clear __________.

answer

positioning

question

33. In general, a company needs to avoid three major positioning errors: a. __________, or failing to position the company at all; b. __________, or giving buyers too narrow a picture of the company; c. __________ positioning, leaving buyers with a confused image of a company

answer

underpositioning, overpositioning, confused

question

1. A product is anything that can be offered to a market for __________, __________, __________, or __________ that might satisfy a want or need. It includes physical objects, services, places, organizations, and ideas.

answer

attention, acquisition, use, consumption

question

3. Marketers must uncover the core benefit to the consumer of every product and sell these benefits rather than merely selling __________.

answer

features

question

4. Facilitating products are services or goods that must be __________ for the guest to use the core product.

answer

present

question

5. Product design requires an understanding of the __________ markets and the facilitating services that they require.

answer

target

question

6. Core products require __________ products but do not require supporting products.

answer

facilitating

question

7. Supporting products are __________ products offered to add value to the core product and help to differentiate it from the competition.

answer

extra

question

8. In summary, supporting products offer a __________ advantage only if they are properly planned and implemented. They must meet or exceed customer expectations to have a positive effect.

answer

competitive

question

9. The delivery of the service affects the customer's __________ of the service, illustrated by the room service example earlier. The augmented service offering combines what is offered with how it is delivered.

answer

perception

question

10. If a product is not accessible it has no __________.

answer

value

question

11. Two barriers to accessibility are __________ of operation and __________ of knowledge.

answer

hours, lack

question

12. __________ terms provide descriptions for the atmosphere of a particular set of surroundings.

answer

sensory

question

13. The main __________ dimensions of atmosphere are color, brightness, size, and shape.

answer

visual

question

14. The main __________ dimensions of atmosphere are volume and pitch.

answer

aural

question

15. The main __________ dimensions of atmosphere are scent and freshness.

answer

olfactory

question

16. The main __________ dimensions of atmosphere are softness, smoothness, and temperature.

answer

tactile

question

17. Bright colors, bright lights, loud noises, crowds, and movement are typical elements of a _____‐ _____ environment, whereas their opposites are characteristic of a _____‐_____ environment.

answer

high-load, low-load

question

18. As marketers we should understand what the customer wants from the buying experience and what atmospheric variables will fortify the beliefs and __________ reaction the buyers are seeking or, in some cases, escaping.

answer

emotional

question

19. In the __________ stage, the customer makes the initial inquiry contact.

answer

joining

question

20. In addition to employee-customer interaction, hospitality firms also have to consider how customers will interact with each other during the __________ stage.

answer

consumption

question

21. The __________ phase is when the customer is through using a product and departs. For example, hotel guests may need a bell person to help with the bags.

answer

detachment

question

22. The passenger paying a premium to sit in first class did not appreciate a worker in dirty construction clothes in the next seat. Hospitality organizations must manage the interaction of customers to ensure that some do not negatively affect the __________ of others.

answer

experience

question

23. Involving the guest as an employee can increase __________, improve customer __________, and reduce __________.

answer

capacity, satisfaction, costs

question

24. _____‐_____ technologies (SSTs) are a rapidly growing means for increasing customer coproduction in food‐service experiences.

answer

self-service

question

25. A brand is a name, term, sign, symbol, design, or a combination of these elements intended to __________ the goods or services of a seller and differentiate them from competitors.

answer

identify

question

26. A brand __________ is the part of a brand that can be vocalized. Examples are Disneyland, Hilton, Carnival Cruise, and Outback.

answer

name

question

27. A brand __________ is the part of a brand that can be recognized but is not utterable, such as a symbol, design, or distinctive coloring or lettering. Examples are McDonald's golden arches and Hilton's H.

answer

mark

question

28. A __________ is a brand or part of a brand given legal protection; it protects the seller's exclusive rights to use the brand name or brand mark.

answer

trademark

question

29. Brands identify the source or maker of a product and allow consumers—either individuals or organizations—to assign responsibility for its __________ to a particular company.

answer

performance

question

30. Brands signal a certain level of __________ so that satisfied buyers can easily choose the product again.

answer

quality

question

31. __________ also can translate into customer willingness to pay a higher price—often to 25 percent more than competing brands.

answer

loyalty

question

32. Marketers need to teach consumers "_____" the product is—by giving it a name and other brand elements to identify it—as well as what the product does and why consumers should care.

answer

who

question

33. Branding creates __________ structures that help consumers organize their knowledge about products and services in a way that clarifies their decision making and, in the process, provides value to the firm.

answer

mental

question

34. Brand equity is the added value endowed on products and services. It may be reflected in the way consumers _____, _____, and _____ with respect to the brand, as well as in the prices, market share, and profitability the brand commands for the firm.

answer

think, feel, act

question

35. The premise of _________‐based brand equity models is that the power of a brand lies in what customers have seen, read, heard, learned, thought, and felt about the brand over time.

answer

customer

question

36. A brand has __________ customer‐based brand equity when consumers react more favorably to a product and the way it is marketed when the brand is identified than when it is not identified.

answer

positive

question

37. Consumer __________ is what drives the differences that manifest themselves in brand equity.

answer

knowledge

question

38. The quality of the investment in brand building is the critical factor, not necessarily the __________ beyond some minimal threshold amount.

answer

quantity

question

39. A brand promise is the marketer's __________ of what the brand must be and do for consumers. At the end of the day, the true value and future prospects of a brand rest with consumers, their knowledge about the brand, and their likely response to marketing activity as a result of this knowledge.

answer

vision

question

40. Understanding consumer brand __________—all the different things that become linked to the brand in the minds of consumers—is thus of paramount importance because it is the foundation of brand equity.

answer

knowledge

question

41. Unlike food courts in which restaurants are operating by individual proprietors, multi‐branding features different brands owned by a __________ company operating under a common roof.

answer

single

question

42. This concept is similar to multi‐branding with two or more brands but with __________ ownership. These brands may or may not be operated by a single proprietor.

answer

different

question

43. Another form of co‐branding is two entirely different products that may have common ownership operating __________.

answer

together

question

44. A company can obtain new products through __________—buying a whole company, a patent, or a license to produce someone else's product.

answer

acquisition

question

45. New product development starts with idea __________, the systematic search for new ideas.

answer

generation

question

46. The company should carefully define the new product development strategy. The strategy should start with what products and __________ to emphasize.

answer

markets

question

47. The company's __________ are another good source because they are in daily contact with customers.

answer

salespeople

question

48. Consumer needs and wants can be examined through consumer __________.

answer

surveys

question

49. Often, the copy product is of inferior quality and may create a _____ reputation for the product class, so when the original company enters the market it must overcome a negative image.

answer

poor

question

50. __________ are close to the market and can pass along information about consumer problems and new product possibilities.

answer

distributors

question

51. __________ can tell the company about new concepts, techniques, and materials that can be used to develop new products.

answer

suppliers

question

52. The idea or __________ screening stage is the appropriate time to review carefully the question of product line compatibility.

answer

concept

question

53. A product __________ envisions a possible product that company managers might offer to the market.

answer

idea

question

54. A product __________ is a detailed version of the idea stated in meaningful consumer terms.

answer

concept

question

55. A product __________ is the way that consumers picture an actual or potential product.

answer

image

question

56. A clear product concept greatly assists with __________, __________, and __________.

answer

branding, trade, positioning

question

57. Concept testing occurs within a group of target consumers. New product concepts may be presented through word or __________ descriptions.

answer

picture

question

58. The next step is marketing strategy development: designing an initial marketing strategy for __________ the product into the market.

answer

introducing

question

59. The first part describes the target market, the planned product __________, and the sales, market share, and profit goals for the first few years.

answer

positioning

question

60. The second part of the marketing strategy statement outlines the product's planned price, distribution, and marketing __________ for the first year.

answer

budget

question

61. The third part of the marketing strategy statement describes the planned long‐run sales, __________ goals, and marketing mix strategy.

answer

profit

question

62. Market testing allows the marketer to gain __________ in marketing the product, to find potential problems, and to learn where more information is needed before the company goes to the great expense of full introduction.

answer

experience

question

64. During product __________, sales are zero and the company's investment costs add up.

answer

development

question

65. __________ is a period of slow sales growth as the product is being introduced into the market. Profits are nonexistent at this stage because of the heavy expenses of product introduction.

answer

introduction

question

66. __________ is a period of rapid market acceptance and increasing profits.

answer

growth

question

67. __________ is a period of slowdown in sales growth because the product has achieved acceptance by most of its potential buyers.

answer

maturity

question

68. __________ is the period when sales fall off quickly and profits drop.

answer

decline

question

69. In practice, it is very hard to __________ the sales level at each PLC stage, the length of each stage, and the shape of the PLC curve.

answer

forecast

question

70. The product's current PLC position suggests the best marketing strategies, and the resulting marketing strategies affect product __________ in later life‐cycle stages.

answer

performance

question

1. Marketing must be part of the __________ of the organization, and the marketing function should be carried out by all __________ employees.

answer

philosophy, line

question

2. In __________ firms, the marketing function is often carried out by a marketing department because many employees do not interact with the customer.

answer

manufacturing

question

3. No matter how much one spends on the __________ environment, the __________ environment has to be warm and friendly for guests to return.

answer

physical, human

question

4. Richard Normann developed the term __________ of __________, which occurs when employee and customer have contact.

answer

moments, truth

question

5. The service delivery process is a combination of the tools employed by the firm's representative and the __________ and __________ of the client.

answer

expectations, behavior

question

6. The hospitality industry is unique in that __________ are part of the product. Therefore, the hotel must have a staff that will perform well when in contact with customers.

answer

employees

question

7. __________ marketing attracts guests, but this does little good if the __________ do not meet or exceed guest expectations.

answer

external, employees

question

8. Internal marketing ensures that employees at all levels of the organization __________ the business and __________ its various activities and campaigns in an environment that supports __________ consciousness.

answer

experience, understand, customer

question

9. A major barrier to most internal marketing programs is __________ __________.

answer

middle management

question

10. __________ have been trained to watch costs and increase profits. Therefore, most company __________ systems are based on achieving certain cost levels.

answer

managers, reward

question

11. __________ must develop a service culture: a culture that supports guest satisfaction through policies, procedures, reward systems, and actions.

answer

management

question

12. An __________ culture is the pattern of shared values and beliefs that gives members of an organization meaning, providing them with the rules for __________ in the organization.

answer

organizational, behavior

question

13. The employee must have a degree of discretion over the __________ and __________ of the experience to ensure the customer's differing needs and expectations are met.

answer

creation, delivery

question

14. When an organization has a __________ culture, the organization and its employees act as one. However, a company with a strong culture doesn't always have a __________ culture.

answer

strong, service

question

15. A weak service culture results in __________ employees who cannot make decisions outside the rules and regulations.

answer

insecure

question

16. A strong service culture often means __________ service that does not have the limitations of a chain of command.

answer

quicker

question

17. The conventional organizational structure is __________. The CEO is at the peak, followed by the general manager, the department heads, line employees, and customers.

answer

triangular

question

18. The problem with the conventional organizational structure is that everyone is trying to please their __________. This takes attention away from the __________.

answer

boss, customer

question

19. An advantage of a strong culture is that it prepares employees to handle __________ __________.

answer

nonroutine transactions

question

20. Management exhibits confidence in their ability to _____ and _____ employees by trusting their employees' decisions.

answer

hire, train

question

21. Hospitality firms are now using technology to serve __________ customer transactions. In time, employees will be dealing with increasingly non‐routine tasks. Self‐confident __________ will take advantage of technology designed to enhance and hasten guest service.

answer

routine, guests

question

22. Managers must use the principles of marketing to __________ and _________ employees. They must research and develop and understanding of employee needs.

answer

attract, retain

question

23. Marketers can use marketing research techniques to __________ the employee market. Marketing mix factors include job, pay, benefits, location, and transportation among others.

answer

segment

question

24. __________ should be developed with prospective employees in mind, building a positive image of the firm for present and future __________ and __________.

answer

advertising, employees, customers

question

25. The service product is in part the __________ the employee delivers with the service experience.

answer

attitude

question

26. Service characteristics like __________ require the employee to display more initiative, to cope more effectively with stress and to be more interpersonally __________.

answer

intangibility, sensitive

question

27. Southwest Airlines considers employee training to be a __________ process, which is why they cross‐train their employees on __________ jobs to enrich every employee's work experience.

answer

continuous, multiple

question

28. An employee's __________ to handle guest's requests help form an initial __________ of a hotel or a restaurant.

answer

willingness, impression

question

29. An effective internal marketing program demands close cooperation between __________ and __________ __________ management.

answer

marketing, Human Resources

question

30. Organizations that lack __________ create an uncomfortable environment for the guest. Customers should not have to learn the hotel's organizational chart.

answer

teamwork

question

31. If employees are not __________ about the company they work for and __________ about the products they sell, it will be difficult to acquire and retain customers.

answer

enthusiastic, knowledgeable

question

32. Companies that lead their industries in customer service emphasize _____‐______ and __________ experiences. To do this, they rotate new employees through all departments in a hotel.

answer

cross-training, shared

question

33. As employees' job __________, job __________, and job __________ improve, their customer focus also improves.

answer

satisfaction, involvement, security

question

34. Some common methods of managing __________ ___________ include monitoring overtime, avoiding double shifts, encouraging work breaks, and supporting fellow employees.

answer

emotional labor

question

35. If you want to improve employee performance, you must ensure that they accurately __________ the practices, procedures, and behaviors that are __________, __________, and __________ of them.

answer

perceive, rewarded, supported, expected

question

36. Reward systems in the hospitality and travel industries used to be based only on meeting __________ __________ such as achieving certain labor and food costs or increasing revenue.

answer

financial objectives

question

37. Reward systems based on __________ __________ are one method of rewarding employees in a customer‐oriented company.

answer

customer satisfaction

question

38. The actions of management are one way that an organization __________ with its employees. Management at all levels must understand that they are being watched for cues about expected __________.

answer

communicates, behavior

question

39. Hospitality organizations should use __________ as part of their internal communication. Most companies distribute regular employee newsletters.

answer

publications

question

40. Managers need to communicate company vision to employees and must in turn receive __________ __________ from the employees to determine how to adjust the company objectives.

answer

customer insight

question

41. Hotels can use __________ and __________ to provide employees with product knowledge.

answer

technology, training

question

42. Without the proper information and support, employees will show __________ towards the implementation of new technology and policy.

answer

resistance

question

43. Employee __________ have been found to be a contributing factor in role playing, acting as a vivid cue that can encourage employees to engage in certain __________.

answer

uniforms, behavior

question

1. Reducing prices unnecessarily can lead to lost profits and damaging price wars and signal that the price is more important than customer __________.

answer

value

question

2. __________ is the only marketing mix element that produces revenue.

answer

price

question

3. __________ is the least understood marketing variable, yet is controllable in an unregulated market.

answer

pricing

question

4. The most common pricing mistakes include: a. pricing that is too __________ oriented; b. prices that are not revised to reflect __________ changes; c. pricing that does not take the rest of the marketing __________into account; d. prices that are not varied enough for different product items and market __________

answer

cost, market, mix, segments

question

5. Many companies want to set a price that will __________ current profits.

answer

maximize

question

6. Some companies want a __________ market‐share position, believing the largest market share will eventually enjoy low costs and high long‐run profit.

answer

dominant

question

7. Price must be coordinated with __________, __________, and __________ decisions to form a consistent and effective marketing program.

answer

design, distribution, promotion

question

8. A company wants to charge a price that covers costs for __________, __________ & __________ the product.

answer

producing, distributing, promoting

question

9. __________ costs (aka overhead) are costs that do not vary with production or sales level.

answer

fixed

question

10. __________ costs vary with the total of units produced.

answer

variable

question

11. __________ costs are the sum of the fixed and variable costs for any given level of production.

answer

total

question

12. While costs set the lower limits of prices, the __________ and __________ set the upper limit.

answer

market, demand

question

13. Before setting prices, a marketer must understand the relationship between __________ & __________ for a product.

answer

price, demand

question

14. __________, part of effective revenue management, involves training sales & reservations employees to continuously offer a higher‐priced product.

answer

upselling

question

15. __________‐oriented pricing means the marketer cannot design a marketing program and then set the price.

answer

buyer

question

16. Good pricing begins with analyzing consumer __________ and price __________.

answer

needs, perceptions

question

17. Buyers are __________ price‐sensitive when the product is unique or high in quality, prestige, or exclusiveness.

answer

less

question

18. Consumers are less price‐sensitive when __________ products are hard to find.

answer

substitute

question

19. If demand is __________ rather than __________, sellers generally consider lowering their prices.

answer

elastic, inelastic

question

20. Creating the perception that your offering is __________ from those competitors avoids price competition.

answer

different

question

21. Existence of __________ of which buyers are unaware cannot affect their purchase behavior.

answer

alternatives

question

22. Customers are more price‐sensitive when the price of the product accounts for a large share of the total cost of the end __________.

answer

benefit

question

23. Many purchases have __________ costs.

answer

nonmonetary

question

24. The more someone spends on a product, the more __________ he or she is to the product's price.

answer

sensitive

question

25. Consumers tend to equate price with __________, especially when they lack prior product experience.

answer

quality

question

26. When reacting to environmental pressures created by the __________‐environment, a company must consider the impact its pricing policies will have on its __________‐environment.

answer

macro, micro

question

27. Companies set prices by selecting a general pricing approach including one or more of these sets of factors: a. the __________‐based approach (cost‐plus pricing, break‐even analysis, and target profit pricing); b. the __________‐based approach (perceived value pricing); c. the __________‐based approach (going rate)

answer

cost, value, competition

question

28. The simplest pricing method is __________‐plus pricing, adding a standard markup to the cost of the product.

answer

cost

question

29. __________‐based pricing uses the buyers' perceptions of value, not the seller's cost, as the key to pricing.

answer

value

question

30. A strategy of ______ ‐______ pricing is the establishment of price based largely on those of competitors, with less attention paid to costs or demand.

answer

going-rate

question

31. When __________ is hard to measure, firms feel that the going price represents the collective wisdom of the industry concerning the price that will yield a fair return.

answer

elasticity

question

32. __________ Pricing ‐ hotels or restaurants seeking to position themselves as luxurious and elegant enter the market with a high price to support this position.

answer

prestige

question

33. Market‐__________ Pricing ‐ setting a high price when the market is price‐insensitive.

answer

skimming

question

34. Market‐__________ Pricing ‐ other companies set a low initial price to penetrate the market quickly & deeply, attracting many buyers and winning a large market share.

answer

penetration

question

35. Product‐__________ Pricing ‐ sellers combine several products and offer them at a reduced price.

answer

bundle

question

36. __________ pricing refers to segmentation of the market & pricing differences based on price elasticity characteristics of these segments.

answer

discriminatory

question

37. Companies often adjust basic prices to allow for differences in __________, __________, and __________.

answer

customers, products, locations

question

38. The concept behind revenue management is to manage __________ & __________ effectively by pricing differences based on the elasticity of demand for selected customer segments.

answer

revenue, inventory

question

39. An effective revenue management system establishes __________ to prohibit customers from one segment receiving prices intended for another.

answer

fences

question

40. When companies use __________ pricing, they temporarily price their products below list price.

answer

promotional

question

41. __________ demand leads to price increases.

answer

excess

question

1. Producing a product or service and making it available to buyers requires building __________ not just with customers, but also with key suppliers and resellers in the company's supply chain.

answer

relationships

question

2. __________ from the company is the set of firms that supply the raw materials, components, parts, information, finances, and expertise needed to create a product or service.

answer

upstream

question

3. Downstream marketing channel partners, such as __________ and __________, form a vital connection between the firm and its customers.

answer

wholesalers, retailers

question

4. A well‐managed distribution system can make the difference between a market‐share __________ and a company struggling for survival.

answer

leader

question

5. __________, a __________ marketplace, __________ distribution techniques, and a __________ product have increased the importance of distribution.

answer

competition, global, electronic, perishable

question

6. __________ has meant that many hotel companies must choose foreign partners to help them market or distribute their products.

answer

globalization

question

7. A distribution channel is a set of __________ organizations involved in the process of making a product or service available to the consumer or business user.

answer

independent

question

8. Distribution networks in the hospitality industry consist of contractual agreements and loosely organized __________ between independent organizations.

answer

alliances

question

9. In the hospitality and travel industries, distribution systems are used to move the __________ to the product: the hotel, restaurant, cruise ship, or airplane.

answer

customer

question

10. Selling through wholesalers and retailers usually is much more efficient than direct __________.

answer

sales

question

11. A distribution channel moves goods from __________ to consumers. It overcomes the major time, place, and possession gaps that separate goods and services from those who would use them.

answer

producers

question

12. __________: Gathering and distributing marketing research and intelligence information about the marketing environment

answer

information

question

13. __________: Developing and spreading persuasive communications about an offer

answer

promotion

question

14. __________: Agreeing on price and other terms of the offer so that ownership or possession can be transferred

answer

negotiation

question

15. Risk taking: Assuming financial risks such as the inability to sell __________ at full margin

answer

inventory

question

16. Shifting functions to the intermediary may keep producer costs and prices low, but intermediaries must add a __________ to cover the cost of their work. To keep costs low, functions should be assigned to channel members who can perform them most efficiently.

answer

charge

question

17. Each layer that performs some work in bringing the product and its ownership closer to the final buyer is a __________ level.

answer

channel

question

18. From the producer's point of view, a greater number of intermediaries in the channel means less __________, more __________, and more __________.

answer

control, complexity, cost

question

19. A __________ must choose the intermediaries that will make up the distribution system and the number of levels that the distribution system will have.

answer

manager

question

20. One way of reaching a geographically __________ marketplace is through travel agents.

answer

diverse

question

21. Hotels seeking travel agent business must make it easy for agents to make reservations. Providing toll‐free reservation __________ is essential.

answer

numbers

question

22. Hotels must do everything possible to make a __________ impression on guests booked through travel agents to ensure future business from that agent.

answer

favorable

question

23. __________ travel agents are one of the strongest areas of the travel agency business.

answer

corporate

question

24. In developing a package, a tour wholesaler contracts with airlines and hotels for a specified number of seats and rooms, receiving a __________ discount.

answer

quantity

question

25. The tour wholesaler has to provide a __________ for the travel agent and give consumers a package that is perceived to be a better value than what they could arrange on their own.

answer

commission

question

26. With the increased number of international resorts, tour wholesalers are becoming a powerful member of the __________ channel.

answer

distribution

question

27. Tour __________ sell motor coach tours, which are attractive to a variety of markets.

answer

brokers

question

28. Motivational houses provide __________ travel offered to employees or distributors as a reward for their efforts.

answer

incentive

question

29. __________ reps serve the casino industry as intermediaries for premium players. Junket reps maintain lists of gamblers who like to visit certain gaming areas, such as Reno, Las Vegas, or Atlantic City, and they work with one or a few casinos rather than the entire industry.

answer

junket

question

30. It is often more effective for hotels to hire a hotel representative than to use their own salesperson. This is true when the market is a __________ one and when cultural differences may make it hard for an outsider to penetrate the market.

answer

distant

question

31. __________ changes in hotel representatives are not cost efficient or cost effective.

answer

frequent

question

32. National, state, and local tourist agencies are an excellent way to get __________ to the market and gain room bookings.

answer

information

question

33. State agencies __________ the state resources and attractions overseas, nationally, and in the state itself.

answer

promote

question

34. Reservation systems provide a __________ reservation system for hotels. They usually provide the system for small chains or provide an overseas reservation service, allowing international guests to call a local number to contact the hotel.

answer

central

question

35. A __________ is a group of hospitality organizations that is allied for the __________ benefit of the members.

answer

consortium, mutual

question

36. The consortium allows a property to be independent in ownership and management while gaining the advantages of __________ marketing.

answer

group

question

37. The difference between a consortium and reservation company is that the __________ provides a more comprehensive range of marketing services and its members pay for these services with initial joining fees and annual fees.

answer

consortium

question

38. Global __________ systems (GDSs) are computerized reservation systems that serve as a product catalog for travel agents and other distributors of hospitality products.

answer

distribution

question

39. Internet reservations account for almost _____ percent of leisure and business travel bookings.

answer

40

question

40. Almost all hotel brand Web sites offer a low price guarantee. This encourages guests to book __________ with the hotel company, rather than through an intermediary.

answer

directly

question

41. One model of distribution on the Internet is called the __________ model. In this model distributors mark up discounted net‐rate hotel rooms.

answer

merchant

question

42. Priceline and Hotwire use an __________ system where the buyer cannot specify any particular hotel or airline; thus, someone with a brand preference cannot compare prices with specific hotels.

answer

opaque

question

43. Persons who purchase from a third party on the Internet pay the __________ party.

answer

third

question

44. Point of sale (POS) systems are now available that allow guests to make __________ over the Internet and include when they want to pick up the order.

answer

reservations

question

45. One of the major advantages of the Internet is it saves __________. The Internet is an excellent example of how service companies can get the customer to be their employee.

answer

labor

question

46. Each channel member is __________ on the others, playing a role in the channel and specializing in performing one or more functions.

answer

dependent

question

47. Although channel members depend on each other, they often act alone in their own short‐run best interests. They frequently disagree on the roles each should play or who should do what for which rewards. Such disagreements over goals and roles generate channel __________.

answer

conflict

question

48. __________ conflict is conflict between firms at the same level of the channel.

answer

horizontal

question

49. __________ conflict, which is more common, refers to conflicts between different levels of the same channel.

answer

vertical

question

50. Some conflict in the channel takes the form of healthy competition. Without it, the channel could become __________ and __________.

answer

passive, noninnovative

question

52. By contrast, a vertical marketing system (VMS) consists of __________, __________, and __________ acting as a unified system. One channel member owns the others, has contracts with them, or wields so much power that they all cooperate.

answer

producers, wholesalers, retailers

question

53. In a corporate VMS, coordination and conflict management are attained through __________ ownership at different levels in the channel.

answer

common

question

54. A contractual VMS consists of independent firms at different levels of production and distribution who join through __________ to obtain economies or sales impact.

answer

contracts

question

55. Franchising is a method of doing business by which a franchisee is granted the right to engage in offering, selling, or distributing goods or services under a marketing format which is designed by the franchisor. The franchisor permits the franchisee to use its __________, __________, and __________.

answer

trademark, name, advertising

question

56. One of the reasons for the popularity of franchising is that it is the __________ way to start a new business.

answer

safest

question

57. One of the reasons that companies decide to franchise is that it allows for increased __________ of their products.

answer

distribution

question

58. A variation of the traditional form of franchising is __________. In this form of franchising, the franchisor sells the right to distribute a franchise to a third party, and this agent then sells to the franchisees.

answer

subfranchising

question

59. __________, another form of contractual agreement, are developed to allow two organizations to benefit from each other's strengths.

answer

alliances

question

60. Another channel development is __________ marketing systems (HMS), in which two or more companies at one level join to follow a new marketing opportunity.

answer

horizontal

question

61. Today, with the proliferation of customer segments and channel possibilities, more companies have adopted __________ marketing distribution.

answer

multichannel

question

62. To design an effective __________, the company must understand the services its customers require and then balance the needs of those customers against the feasibility and costs of meeting them.

answer

channel

question

63. Just as a company carefully chooses its employees, it should carefully choose channel members. These firms will represent the company and will be partially responsible for the company's __________.

answer

image

question

64. __________ costs are created when we discount products, only to find out that we could sell them for a higher price.

answer

opportunity

question

65. Using sales representatives offers ___________ control than building your own sales force.

answer

less

question

66. One of the most important aspects of distribution for hospitality organizations is __________.

answer

location

question

The Internet has created a new marketing phenomenon called viral marketing. Some business experts claim viral marketing is electronic ________ ___ ________.

answer

word of mouth

question

Others claim viral marketing differs because the __________ & those who spread the message have a vested interest in __________ others to spread the word.

answer

originator, recruiting

question

Ease of use of the ________ combined with other sources for electronic communication such as text messaging makes these forms of media ideal for viral marketing.

answer

Internet

question

Many people delete __________ __________ and often spam filters prevent people from even receiving them. In viral marketing the message is coming from a __________, so it is opened.

answer

email advertisements, friend

question

Good __________ is a crucial element in a company's efforts to build profitable customer relationships.

answer

communication

question

A company's promotion mix—its marketing communications mix—consists of the tools the company uses to communicate __________ __________ and build customer __________ persuasively.

answer

customer value, relationships

question

The whole marketing mix must be integrated to deliver a __________ message & __________ __________ .

answer

consistent, strategic positioning

question

Five major promotion tools: __________ , sales __________ , __________ __________, __________ __________ , and __________ __________ .

answer

advertising, promotion, personal selling, public relations, direct marketing

question

In past decades, marketers perfected mass marketing: selling highly __________ products to consumer masses. They developed effective mass __________ techniques to support these strategies.

answer

standardized, media

question

Today, no other area of marketing is changing so profoundly as marketing __________ .

answer

communications

question

Several major factors are changing the face of today's marketing communications: consumers are better __________ and use the Internet to exchange __________ -related information and marketers are shifting away from __________ __________ .

answer

informed, brand, mass marketing

question

New communications technologies give companies new media for interacting with targeting consumers who have more control over the __________ and __________ of messages they choose to __________ & __________ .

answer

nature, timing, send, receive

question

__________ marketing & the changing communications environment are giving birth to a new marketing communications model: television, magazines & other mass media are __________ .

answer

targeted, declining

question

Companies are doing less broadcasting and more __________ .

answer

narrowcasting

question

Some advertising industry experts predict a doom-and-gloom "chaos scenario" in which the old "__________ __________ __________ " model will collapse entirely.

answer

mass media communications

question

Consumers, especially __________ ones, appear to be turning away from the major television networks in favor of cable TV or altogether different media.

answer

younger

question

Large advertisers are shifting away from network TV to more __________ , __________, __________ media.

answer

targeted, cost-effective, interactive

question

Conflicting messages from different sources can result in confused company __________ , __________ positions, and customer relationships. Mass media advertisements say one thing while a price __________ sends a different signal.

answer

images, brand, promotion

question

These communications often come from different parts of the company: * Ads are planned & implemented by the advertising department or an agency * __________ __________ communications are developed by sales * Specialists are responsible for __________ __________ and __________ _________

answer

personal selling, public relations, promotional events

question

More companies are adopting __________ __________ __________ . Under this concept the company integrates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its brands.

answer

integrated marketing communications

question

IMC calls for recognizing __________ __________ where the customer may encounter the company & its brands. Each brand contact will deliver a message, whether good, bad, or indifferent.

answer

contact points

question

IMC ties together all company messages & images because different media play unique roles in __________ , __________ , and __________ consumers.

answer

attracting, informing, persuading

question

Some companies appoint marketing communications directors, with overall responsibility for company communications efforts. It places the responsibility in someone's hands to __________ the company's image as it is shaped by thousands of company activities. The starting point is an __________ of all the potential interactions target customers may have with the company.

answer

unify, audit

question

Target audience heavily affects... __________ will be said; __________ will say it and __________ , __________ and __________ it will be said.

answer

what, who, how, when, where

question

Determining the Communication Objective: the marketing communicator must decide what __________ is sought, in most cases, the __________ .

answer

response, purchase

question

The communicator needs to know where the target audience __________ in relation to the product and to what state it needs to be moved.

answer

stands

question

A target audience may be in any of six states: (1) __________ ; (2) __________ ; (3) __________ ;(4) __________ ; (5) __________ (6) __________ .

answer

awareness, knowledge, liking, preference, conviction, purchase

question

Selecting Communication Channels - two broad types of communication channels are __________ and __________ .

answer

personal, nonpersonal

question

Nonpersonal communication channels are media that carry messages without personal contact or __________ media.

answer

feedback

question

Factors that make a source credible: * __________ - communicator's perceived authority needed to back the claim * __________ - how objective and honest the source appears to be * __________ - is how attractive the source is to the audience

answer

expertise, trustworthiness, likability

question

Sales Method: Many companies set their __________ budget at a certain percentage of current or forecasted sales

answer

promotion

question

Competitive Parity Method: Some companies watch __________ advertising or get promotion spending estimates from publications or __________ __________.

answer

competitor, trade associations

question

For hotels, restaurants & other hospitality companies, __________ represents the largest __________ item in their budgets.

answer

advertising, expenditure

question

Advertising can reach masses of __________ dispersed buyers at a low cost __________ __________ .

answer

geographically, per exposure

question

Personal selling is the most effective tool at building buyer __________ , __________ , and __________ . It involves personal interaction between two or more people, allowing each to observe the other's __________ and __________ and make quick __________ .

answer

preference, conviction, purchase, needs, characteristics, adjustments

question

Sales promotion can __________ product offers & boost sagging sales; however, short-lived effects don't build long-run __________ __________ .

answer

dramatize, brand preference

question

Public relations can reach many prospects who __________ salespeople & advertisements. A relatively new addition is the infomercial, a hybrid between __________ and __________ __________ .

answer

avoid, advertising, public relations

question

Promotional tools vary in their effects at different stages of buyer readiness. Advertising plays a major role in the __________ and __________ stages.

answer

awareness, knowledge

question

Closing the sale is accomplished primarily with sales __________ and sales __________ . These are high-costs and should focus on later stages.

answer

calls, promotion

question

Product Life-Cycle Stage: effects of promotion tools also vary with stages of the product life cycle: __________ , __________ , __________ , __________ .

answer

introduction, growth, mature, decline

question

The first step an advertising program is to set advertising __________ based on information about the target __________ , positioning, and marketing mix.

answer

objectives, market

question

If your property or service is __________ with the claims made, you will probably do little more than increase the number of dissatisfied guests.

answer

inconsistent

question

Another decision is how much will be spent for __________ and how much for tactical advertising. Tactical advertising deals with sales promotions and often includes __________ __________ .

answer

strategic, price discounts

question

When times are tough, there is a tendency to __________ the advertising budget, which can lead to continued poor __________ and the eventual decline of the business.

answer

cut, sales

question

To gain & hold attention, today's ad messages must be better planned: more __________ , __________ , and __________ to consumers.

answer

imaginative, entertaining, rewarding

question

The advertiser must decide the amount of advertisement exposure: __________ measures percentage of people exposed to the ad campaign and __________ measures how many times the average person is exposed to the message.

answer

reach, frequency

question

The advertiser must decide how to schedule advertising over the course of a year. __________ means scheduling ads evenly in a given period while __________ is scheduling ads in bursts.

answer

continuity, pulsing

question

To spend a large advertising budget wisely, advertisers must: define their advertising __________ , develop a sound __________ , create a good __________ , make __________ decisions, __________ the results

answer

objectives, budget, message, media, evaluate

question

__________ __________ (PR) is an important tool that until recently was treated as a marketing stepchild.

answer

public relations

question

Companies are realizing that __________ marketing is no longer the answer to some of their communication needs.

answer

mass

question

Advertising __________ continue to rise, audience __________ continues to decline, and clutter reduces ad __________ .

answer

costs, reach, impact

question

In this environment, public relations holds __________ as a cost-effective promotional tool.

answer

promise

question

PR departments perform five activities, not all of which feed into direct product support: -Press __________ - placing newsworthy information in the media to attract attention to a person, product, or service -Product __________ - efforts to publicize specific products -Corporate __________ - internal & external communications and promoting understanding of the organization -__________ - dealing with legislators and government officials to promote or defeat legislation & regulation -__________ - advising management about public issues and company positions and image

answer

relations, publicity, communication, lobbying, counseling

question

__________ is the task of securing editorial and news space, as opposed to paid space, in print & broadcast media to promote a product or a service.

answer

publicity

question

Publicity builds corporate image in a way congruent with the organization's __________ strategy.

answer

communication

question

Public relations are the most important promotional tool available to __________ & individual __________ .

answer

entrepreneurs, properties

question

An important area of public relations is __________ __________ , because not all publicity is good.

answer

crisis management

question

The first step in crisis management is taking all precautions to __________ occurrence of negative events.

answer

prevent

question

__________ crises give warning before they occur, and can often be eliminated with good management.

answer

smoldering

question

Sales __________ consists of short-term incentives to encourage purchase or sale of a product or service.

answer

promotion

question

Sales promotion includes a variety of promotional tools designed to stimulate earlier or stronger market response: -__________ promotion (samples, coupons, rebates, premiums, contests, demonstrations) -__________ promotion-buying allowances (free goods, cooperative advertising, and push money) -__________ __________ promotion (bonuses and contests)

answer

consumer, trade, sales force

question

Sales promotions are most effective when they are used with __________ or __________ selling.

answer

advertising, personal

question

__________ -related promotions are another local area marketing tactic, bring business to the hotel or restaurant and help the community.

answer

cause

question

A good local campaign creates community __________ and exposure for the establishment.

answer

goodwill

question

Success or failure within the hospitality industry ultimately rests on the ability to __________.

answer

sell

question

__________ selling is the most expensive contact and communication tool used by the company.

answer

personal

question

As companies move toward a stronger market orientation, their sales forces need to become more __________ focused and __________ oriented.

answer

market, customer

question

The newer view is that salespeople should know how to analyze sales __________ , measure market __________ , gather market __________ , develop marketing __________ and plans, and become proficient at the use of sales __________ .

answer

data, potential, intelligence, strategies, tactics

question

Objectives ensure that __________ goals are met. Goals may include revenue, market share, improving corporate image, and many others.

answer

corporate

question

By establishing specific values for business that has already been booked, hotel managers can encourage salespeople to increase the __________ of existing resources. If salespeople have clearly established goals and objectives for a second chance to increase their rewards, they may work harder to achieve goals.

answer

productivity

question

Structure of a hotel sales department depends on the __________ of the organization, __________ of the property, __________ of the market, and __________ of hotel.

answer

culture, size, nature, type

question

Territories are easy to administer, their sales potential is easy to __________ , they reduce total travel __________ , and they provide a sufficient and equitable __________ and sales potential for each sales representative.

answer

estimate, time, workload

question

Companies often __________ their sales forces along market segment lines.

answer

specialize

question

The obvious advantage of market specialization is that each sales force can become knowledgeable about specific market __________ .

answer

segments

question

The importance of marketing __________ , such as wholesalers, tour operators, travel agencies and junket reps, to the hospitality industry has created sales force structures to serve marketing channels.

answer

intermediaries

question

The __________ , __________ , and __________ of hospitality company greatly affect the relative importance of travel intermediaries. This in turn affects whether a company designs its sales force structure by travel intermediary.

answer

location, size, type

question

Some hotels and resorts have a sales force structured by product, market segment or channel and customer. This is often a reaction to __________ and __________ forces rather than the result of strategic thinking.

answer

internal, market

question

Size of a sales force is determined by market __________ , __________ , corporate __________ and __________ .

answer

changes, competition, strategy, policies

question

__________ selling has proved to be an effective and powerful tactic to reach and retain key customers. Its opportunities and limitations are only beginning to be realized in the hospitality industry.

answer

team

question

Hospitality companies traditionally design departments along __________ lines.

answer

functional

question

Today's sales managers may have two types of salespeople within their departments: an __________ sales force and a __________ sales force.

answer

inside, field

question

In addition to traditional objectives, like increased occupancy, other non-quantifiable objectives are sometimes established for teams. These generally deal with enhancing __________ and __________ or using the team as a human resource training pool.

answer

image, goodwill

question

The goal of personal selling was traditionally viewed as a specific __________ with a customer.

answer

contract

question

__________ marketing is based on the premise that important accounts need focused and continuous attention.

answer

relationship

question

At the heart of a successful sales force operation is the selection of effective sales __________.

answer

representatives

question

A study of superachievers found that super sales performers exhibit the following traits: __________ taking, powerful sense of __________ , problem-solving bent, care for the __________ , and careful __________ .

answer

risk, mission, customer, planning

question

One of the shortest lists concluded that the effective salesperson has two basic qualities: __________ , the ability to feel as the customer does; and __________ drive, a strong personal need to make the sale.

answer

empathy, ego

question

Sales successes within the hospitality industry depends on development of excellent long-run relationships with __________ or __________ .

answer

clients, accounts

question

The 80/20 rule prevails within the hospitality industry. This concept says that a __________ of a firm's business comes from a __________ of its customers. .

answer

majority, minority

question

Many accounts represent infrequent purchases or low-yield business. These accounts cannot bear the cost of __________ sales calls or expensive __________ .

answer

personalized, promotions

question

The salesperson now tells the product "story" to the buyer, following the AIDA formula of gaining __________ , holding __________ , arousing __________ , and obtaining __________ .

answer

attention, interest, desire, action

question

The two parties need to reach agreement on the price and other terms of sale. Salespersons need to win the order without making deep __________ that will hurt profitability.

answer

concessions

question

Sales quotas are often set __________ than the sales forecast in order to stretch sales managers and salespeople to perform their best level.

answer

higher

question

The __________ -quota school sets quotas higher than most sales representatives will achieve but are attainable.

answer

high

question

The __________ -quota school sets quotas that a majority of the sales force can achieve.

answer

modest

question

The __________ -quota school thinks individual differences among sales representatives warrant high quotas for some and modest quotas for others.

answer

variable

question

Those who are paid mostly on __________ generally receive less supervision. Those who are __________ and must cover definite accounts are likely to receive substantial supervision.

answer

commission, salaried

question

Direct marketing consists of direct connections with carefully targeted individual consumers to obtain an ________ _______and cultivate lasting customer relationships.

answer

immediate response

question

Direct marketers communicate directly with customers, often on a one-to-one, ________basis - they tailor marketing ________& communications to narrowly defined ________or even ________buyers.

answer

interactive, offers, segments, individual

question

Beyond brand and relationship building, direct marketers usually seek a ________, ________, and ________consumer response - a manager can track response to a particular campaign and usually determine the ________that it produced.

answer

direct, immediate, measurable, revenue

question

Direct marketing is becoming more ________, and Internet marketing now accounts for about 18% of direct marketing-driven ________.

answer

web-oriented, sales

question

Unrestrained by ________boundaries, direct marketers can offer an almost unlimited selection anywhere in the world, and information about companies, products & competitors.

answer

physical

question

Direct marketing gives ________a great measure of ________, as they decide which catalogs they will browse and which web sites they will visit.

answer

consumers, control

question

Direct marketing offers sellers a________, ________, ________alternative to reaching their markets.

answer

low-cost, efficient, speedy

question

In periods of low ________, companies can use direct marketing to target known customers and produce quick results.

answer

demand

question

Online direct marketing is an ________that independent restaurants, inns, and hotels have against the ________, giving small marketers ready access to ________markets.

answer

equalizer, brands, global

question

Effective direct marketing begins with a good customer database, a relationship-building tool. In consumer marketing, a database may contain ________, ________& ________behavior.

answer

demographics, psychographics, buying

question

In ________marketing, a customer database might contain products & services the customer has bought, key contacts, past volumes & prices and much more.

answer

business-to business

question

Companies use their databases to ________good potential customers & generate sales ________.

answer

locate, leads

question

________in the hotel industry has created a need for companies to build a centralized data warehouse for all their brands, for the purpose of data ________- the exploration & analysis of a database by ________or ________means to discover patterns or rules.

answer

consolidation, mining, automatic, semiautomatic

question

To be useful, the data stored in a database must be ________, so it is important that everyone using the database understand the importance of careful input and minimizing duplicates.

answer

accurate

question

Managers recognize that spending to develop ________among current customers can be more effective than spending to attract new guests, which costs ________to ________times as much.

answer

loyalty, four, seven

question

Five Levels of Customer Relationships: -________- selling the product with no follow-up -________- the company sells the product & encourages the customer to call with questions -________- a company rep calls the customer after a booking to check-up & answer questions -________- the rep or others in the company phone the customer from time-to-time with suggestions about improvements that have been made or creative suggestions for future events -________- the company works continuously with the customer to discover better value

answer

basic, reactive, accountable, proactive, partnership

question

Traditional forms of direct marketing in hospitality are ________, ________, and ________marketing.

answer

direct-mail, telephone, kiosk

question

Direct-mail marketing involves sending an ________, ________, ________, or other item to a person at a particular ________.

answer

offer, announcement, reminder, address

question

According to a recent study, return on e-mail marketing investment is $________for every dollar spent - compared with direct mail at $________per dollar spent.

answer

$52, $15

question

E-mail marketers walk a fine line between adding value for consumers & being ________.

answer

intrusive

question

The explosion of ________—unsolicited, unwanted commercial e-mail messages that clog our inboxes—has produced consumer irritation and frustration.

answer

spam

question

The most basic website is a corporate (or brand) site, designed to build customer ________, collect ________, and ________other sales channels.

answer

goodwill, feedback, supplement

question

To attract new visitors and encourage revisits, online marketers should pay attention to: -________: site layout and design -________: text, pictures, sound, and video on the site -________: ways the site enables user-to-user communication -________: the site's ability to tailor itself to users or to allow users to personalize the site -________: ways the site enables site-to-user, user-to-site, or two-way -________: degree to which the site is links to other sites -________: capabilities to enable transactions

answer

context, content, community, customization, communication, connection, commerce

question

Another hot growth area is search-related ads (or ________ ________) in which text-based ads and links appear alongside ________ ________results.

answer

contextual advertising, search engine

question

Participating successfully in existing online social networks presents challenges, as online social networks are ________& results are hard to ________.

answer

new, measure

question

Tourists travel to ________, places with some form of actual or perceived boundary, such as physical boundary of an island, political boundaries, or even market-created boundaries.

answer

destinations

question

________such as the United States contain thousands of ________, including regions, states, cities, towns, and even visitor destinations within a town.

answer

macrodestinations, microdestinations

question

Tourism's most visible benefit is ________in hotels, restaurants, retail establishments, and transportation.

answer

employment

question

Second, less visible benefits are ________industries and professions, many of which pay considerably more than the visible employment opportunities.

answer

support

question

The third benefit is the ________effect as tourist expenditures cycle through the local economy.

answer

multiplier

question

Tourism's fourth benefit is state and local ________derived from taxes on tourism, and helps shift the tax burden to ________.

answer

revenues, nonresidents

question

Tourism also yields a fifth benefit, the ________of locally made products.

answer

export

question

________marketing is an integral part of developing and retaining a location's popularity.

answer

destination

question

Too often, planners focus only on destination developments without attention to ________and ________attributes that attracted travelers to the destination in the first place.

answer

retaining, preserving

question

Tourist ________must balance temptation to maximize tourist dollars with preservation of the natural tourist attractions and the quality of life for local residents.

answer

development

question

Tourist destinations that build solid infrastructures can look for increased business by expanding from a seasonal product to a ________product or by expanding the geographic base of their product.

answer

multiseasonal

question

________tourism is a concept of tourism management that anticipates & prevents problems that occur when carrying capacity is exceeded.

answer

sustainable

question

________capacity is determined by an environmental impact assessment.

answer

carrying

question

________is one of the fastest growing niche markets in the travel industry & generally viewed as representing sustainable tourism.

answer

ecotourism

question

Because leisure travel is ________& ________, guests have come to expect amenities and services without questioning the environment.

answer

emotional, discretionary

question

Tourist ________is fierce amid a growing and constantly changing tourist market, where, in addition to strong tourist destinations, declining places upgrade, and new places appear.

answer

competition

question

________includes travel time from airport to lodging, language barriers, cleanliness and sanitary concerns, access to amenities, and special needs.

answer

convenience

question

__________ means risk factors like political instability civil disturbances, currency fluctuations, safety, etc.

answer

timeliness

question

Tourism planners should conduct an ________of the existing resources of their communities to determine opportunities for events.

answer

audit

question

Beyond economic value, events help create an ________for a community.

answer

identity

question

Ability to concentrate attractions, facilities, and services in a convenient, accessible location is essential to create a strong destination ________.

answer

pull

question

Tourist ________is highly dependent on public investments, woefully inadequate without private investment and market mechanisms to respond to changing consumer needs and wants.

answer

expansion

question

Destinations find they must make more than ________or ________investments to attract tourists.

answer

financial, hospitality

question

Many visitor destinations are in fact only ________destinations for travelers on their way elsewhere.

answer

stopover

question

In an era in which most people in industrialized nations are urban or suburban dwellers, ________tourism has become increasingly important.

answer

farm

question

Thousands of individuals choose to spend vacations assisting others, particularly in underdeveloped nations, an activity called ________-driven tourism.

answer

purpose

question

________tourism is a fast & lucrative segment of tourism, as people travel internationally to gain access to less expensive health care.

answer

medical

question

Tourism marketers know even though an area may attract an activity-specific segment, there is great ________in providing reasons for others to come.

answer

potential

question

While the historical concept of travel has been to go someplace for a purpose, it can be argued that for many contemporary pleasure travelers, the real destination is the ________of travel such as a cruise ship, river paddle ship, or a special railroad.

answer

vehicle

question

Several classifications have been used to describe different visitor destination segments: -________mass tourists - Little or no influence over the travel experience other than to purchase one package or another. -________mass tourists - Somewhat more control over their itinerary. For instance, they may rent a car to visit attractions -________- They plan their own itineraries and make their own reservations -________- These people, the backpacker group, seldom, if ever, are found in a traditional hotel

answer

organized, individual, explorers, drifters

question

Plog observed that destinations are first discovered by ________(backpackers or explorers).

answer

allocentrics

question

One job of a tourist organization is to increase the ________of a destination.

answer

accessibility

question

Marketing information systems help identify and predict ________trends that are responsible for these changes.

answer

environmental

question

________markets must be identified and served.

answer

emerging

question

Effective destination ________requires congruence between advertising and the destination.

answer

imaging

question

An effective way of communicating with potential travelers is by offering ________.

answer

packages

question

City, county, or area ________and ________ ________(CVB) promote tourism on the local level.

answer

convention, visitors bureaus

question

Hospitality companies know that ________and ________go hand-in-glove.

answer

planning, research

question

In-depth guest ________will also be used to shape the criteria that go into defining the on-property guest experience.

answer

input

question

We have found that complete attention to detail - a total commitment to guest satisfaction that saves a guest ________, ________, and ________, provides completely personalized and individual service, and creates the experience of "intellectual surprise" for its consumers - is what drives repeat business among the affluent.

answer

time, energy, efforts

question

To be effective, a new marketing plan must be written each ________.

answer

year

question

At the same time, the annual marketing plan must be written against a longer term ________plan that states what the company hopes to achieve, say, three to five years down the road.

answer

strategic

question

To develop successful strategies and action programs, marketers need up-to-date information about the ________, the ________, and the market ________to be served.

answer

environment, competition, segments

question

Finally, marketing research helps marketers learn more about their customers' ________, ________, ________, and ________levels.

answer

requirements, expectations, perceptions, satisfaction

question

The ________ ________and a few charts or graphs from the body of the plan may be the only parts ever read by top management. Consequently, it is of great importance to write this section carefully, with top management in mind.

answer

executive summary

question

A marketing plan is not a stand-alone tool. Instead, it must ________other plans, such as the firm's strategic plan.

answer

support

question

Next year's marketing strategies and tactics must support strategic decisions such as the following: -Corporate ________with respect to profit, growth, and so on -Desired market ________ -________of the company or of its product lines -Vertical or horizontal ________ -Strategic ________ -Product line breadth and ________ -Customer ________management (CRM)

answer

goals, share, positioning, integration, alliances, depth, relationship

question

________affecting taxation, pension benefits, and casino gambling are only a few examples of political decisions likely to affect marketing directly.

answer

legislation

question

Changes in economic variables such as ________and ________rates should be recognized.

answer

employment, interest

question

A ________analysis must extend beyond inventory comparisons. True competitive advantages are factors that are recognized by guests and influence their purchase decisions.

answer

competitive

question

Market potential should be viewed as the total available ________for a hospitality product within a particular geographic market at a given price.

answer

demand

question

The need for marketing ________is ongoing. Much of the information acquired by marketing research in a current calendar or fiscal year serves as the basis for developing next year's marketing plan.

answer

intelligence

question

The heart of any marketing plan is careful analysis of ________market segments and the selection of appropriate target segments.

answer

available

question

This is information that identifies each of the company's existing customer segments by ________, ________, and ________.

answer

revenue, cost, profitability

question

The selection of ________markets is a primary responsibility of marketing management. This requires careful consideration of the variables already discussed in the development of the marketing plan.

answer

target

question

The establishment of ________provides direction for the rest of the marketing plan.

answer

objectives

question

The selection of appropriate ________of distribution is basic to the development of successful sales strategies.

answer

channels

question

A common error in writing a marketing plan is to develop strategies that are probably highly workable but for which there is ________support.

answer

insufficient

question

Generally, the most costly and difficult resource needed to ensure success with marketing/sales strategies is ________.

answer

personnel

question

A sales plan should pay particular attention to the sales force and its objectives and to strategies to ensure that sales ________are met and possibly exceeded.

answer

quotas

question

The process of marketing is a ________. The task is never ending.

answer

continuum

question

Marketing/sales managers must always be ________, as the development of next year's marketing plan begins the day this year's plan is approved.

answer

planning

question

The process of data collection and analysis from ________and ________sources continues each day. Marketing/sales managers must always be alert for methods to improve the process.

answer

internal, external

question

What is not so obvious to many is that a good plan will also enable ________to prosper and grow.

answer

people

question

A study of the process used by hotels to develop marketing plans has shown that "the most important features in the development of a marketing plan appear to be management participation and ________at all levels, sufficient ________for development, specific ________in developing a marketing plan, and tying ________to the achievement of goals and objectives."

answer

commitment, time, training, incentives

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