hft 2500 final study guide – Flashcards

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In choosing among products, the guiding principle of most consumers is customer value-the most benefit for the price.
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true
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The most basic concept underlying marketing is that of:
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needs
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The social and managerial process by which individuals and groups obtain what they need through creating and exchanging products and value with others is called:
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marketing
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Relationship marketing is a process where marketers work at building relationships with customers, distributors, dealers, and:
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suppliers
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The practical definition of a marketing manager is one of a person focused entirely on finding enough customers to buy the company's current output.
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false
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During recessions or oil shortages, people rarely travel.
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false
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The ________________ describes a channel that stretches from raw materials, to components, to final products that are carried to final buyers.
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supply chain
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One of the biggest nonmonetary costs for hospitality customers is ___________.
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time
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Instead of simply being defined as "freedom from defects," QUALITY should be defined:
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in terms of customer satisfaction
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The production concept holds that consumers will favor products that are __________ and highly ____________, and therefore management should focus on production and distribution efficiency.
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Available, affordable
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Hospitality companies face the task of increasing three major marketing areas:
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Service differentiation, service quality, and service productivity
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Studies have shown the best way to deal with service failure is to:
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Give the unhappy customer timely information regarding the failure
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The fact that a business traveler will have a very positive check-in experience during one stay at a hotel and then a very negative check-in experience the next time is an issue related to which service characteristic?
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variability
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Customers cannot take services on a "test drive," which means that they cannot evaluate them before they use them. This is a problem with the ________ of the service.
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Inseparability
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Within the realm of Customer Relationship Management (CRM) switching costs are only monetary in nature.
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false
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In general, government-run tourism promotion organizations have not assumed responsibility for the quality of the services they promote.
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true
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At the Ritz-Carlton, each employee can spend up to __________to redress a guest grievance.
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$2,000
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Most restaurant kitchens would be considered examples of invisible organizations.
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true
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Empowering employees in part means giving them the authority to tend to customer needs.
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true
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Marketing by a service firm to effectively train and motivate its customer-contact employees and all the supporting service people to work as a team to provide customer satisfaction is called ___________________ marketing.
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Internal
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Most large companies consist of four organizational levels: corporate, division, business unit, and:
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product
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A company may discover additional sources of ________________ by investigating possible integration moves.
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sales volume
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An internal environmental analysis is essentially a strengths and weaknesses analysis.
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true
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Companies that diversify too broadly into unfamiliar products or industries can ______ their market focus.
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lose
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The example of the Las Vegas Hilton's change in strategic focus underscores how companies are increasingly refocusing their attention on the need to manage ________ instead of departments.
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Processes
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Which of the following is one of the four Ps of the marketing mix?
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place
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Selecting one or more market segments to enter is part of:
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market targeting
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Which of the following is not part of the four Ps of the marketing mix?
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profits
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A well worked-out ________ provides company employees with a shared sense of purpose, direction, and opportunity.
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mission statement
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A business portfolio is the collection of businesses and products that make up the company.
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true
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The Internet now influences _____ percent of total retail sales.
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42
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Which of the following is a reason that direct marketing has grown?
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precision targeting
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Making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships is known as:
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direct marketing
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The second-largest advertising media is:
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internet
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OnQ is a technology platform developed by _____________ to manage information on guests across all its brands.
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Hilton
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Do-not-call legislation has ________ the telemarketing industry.
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hurt
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Search-related or contextual advertising is not a growth area for online advertising.
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fasle
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The popular press has paid the most attention to ___________________ online marketing.
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Business-to-consumer (B2C)
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Interchanges of ideas in forums and Internet news groups are functions of which domain?
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C2C
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Online marketing is not a growth area of direct marketing.
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false
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Formulating competitive positioning for a product and a detailed marketing mix is called:
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market positioning
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With ________, the seller identifies market segments, selects one or more, and develops products and services tailored to each selected segment.
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target marketing
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The process of marketers choosing to position their products based on specific product attributes can actually be dangerous.
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true
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Actionability is the degree to which the segment's size and purchasing power can be measured.
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false
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The three stages of target marketing are market segmentation, market targeting, and:
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market positioning
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The degree to which segments can be assessed and served is the ____________ of the market segment.
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accessibility
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The increasing fragmentation of the mass market into hundreds of smaller markets is called:
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micromarketing
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Which of the following is a psychographic segmentation variable?
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social class
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Evaluating each market segment's attractiveness and selecting one or more of the market segments to enter is called:
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market targeting
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Offering consumers greater value either through lower prices or by providing more benefits that justify higher prices is called:
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Competitive advantage
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Gen Xers look for something different, which means they spend ____________.
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more than boomers
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A ____________ is any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives.
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public
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Today's baby boomers account for nearly ____ percent of the population.
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25
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The Internet has created both __________________________________ transparency.
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Disintermediation and pricing
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The ________ consists of the forces close to the company that affect its ability to serve its customers.
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microenvironment
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Which of the following is NOT a type of microenvironment ?
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demographics
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One of the outcomes of currency devaluations in a destination country such as Argentina is that the country ____________ as a destination of conventions and meetings.
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starts gaining
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The restaurant industry is characterized by a ______________ barrier to entry.
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low
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Each society contains _____________, groups of people with shared value systems based on common life experiences or situations.
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subcultures
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Which of the following is NOT a type of macroenvironmental impact?
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monopolistic
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______________ describes a person's relatively consistent evaluations, feelings, and tendencies toward an object or an idea.
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attitudes
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________________________ are the most affluent U.S. demographic segment.
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asian american
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People from which country are likely to expect promptness and prefer quick, unfriendly service over having a conversation with the service provider?
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Japan
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A belief describes a person's relatively consistent evaluations, feelings, and tendencies toward an object.
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false
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Most human behavior is learned.
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true
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When we screen out information coming at us, we are engaged in the act of:
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selective attention
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In which of the following countries are men likely to kiss each other in greeting, and never kiss a woman in public?
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Saudi Arabia
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_____________ may also have a strong influence on family buying decisions.
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children
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____________ describes changes in an individual's behavior arising from experience.
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learnings
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The most important consumer buying unit in the United States (one that has been researched extensively) is the:
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family
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The first stage in the internal marketing process should be:
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Establishment of a service culture
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Limited service restaurants have an employee turnover rate of ______ percent for hourly employees.
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123
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The most effective way of communicating with customers is through
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Customer-contact employees
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Which of the following would NOT be considered a moment of truth?
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guest pays bill by mail
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Service organizations need to hire for ___________ and train for ________.
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attitudes, skill
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Fortunately, good service encounters receive more attention than bad ones.
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false
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As a rule, today's restaurant management rewards employees on the basis of customer satisfaction levels.
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true
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When a firm ______________ employees, it moves the authority and responsibility to make decisions to the line employees from the supervisor.
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empowers
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Marketing by a service firm to effectively train and motivate its customer-contact employees and all the supporting service people to work as a team to provide customer satisfaction is called:
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internal marketing
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There is no relationship between guest satisfaction levels and employee turnover levels.
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false
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For which goods could the demand slope curve upward?
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prestige goods
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Product-bundling involves combining several products into a package with a reduced price.
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true
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In the first few months after opening a new hotel, a hotel company wanting to achieve market share leadership is most likely to:
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Use low opening rates to influence demand
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During periods of weak demand very few competitors escape the effect of a ________ market.
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weak
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The factor that sets the floor for a product's price is:
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cost
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In the short run, the most important pricing strategy is:
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survival
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Hotels often use this strategy when the economy slumps:
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survival
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A restaurant seeking to establish a heavy demand is likely to offer:
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High-quality products for low prices
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Which of the following is NOT a factor affecting price sensitivity?
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Customer satisfaction effect
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The establishment of price based largely on those of competitors is called:
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going-rate pricing
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The purpose of persuasive advertising is to build selective demand.
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true
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The type of message appeal that relates to an audience's self-interest is:
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rational
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When marketing activities are directed at channel members, a pull strategy is being used.
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false
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Viral marketing messages have a higher chance of being opened because they come from a _____________.
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friend
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Unplanned static or distortion during the communication process, which results in the receiver getting a message different from the one the sender sent, is called:
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noise
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In an advertising agency, which department is responsible for placing ads?
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media
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_______________________ advertising is used heavily when introducing a new product category and when the objective is to build primary demand.
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informative
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Which of the following does not comprise a promotion mix?
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viral marketing
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Which of the following major media types has high audience selectivity?
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magazines
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When hospitality firms market to consumer markets, the least used element of the promotion mix is:
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Personal selling
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