question

The purpose of a business is to

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create and maintain profitable customers

question

The two main industries that comprise the activities we call tourism are:

answer

hospitality and travel industries

question

A human need is part of the human makeup.

answer

...

question

All of the following statements are true, except:

answer

The concept of product is limited to physical objects. ---------- -Anything capable of satisfying a need can be called a product. -A Disneyland experience can be considered to be a product. -Experiences, information, and ideas can be called products.

question

Which of the following are not considered part of the hospitality service industry?

answer

advertising agencies

question

All of the following statements are true, except:

answer

Marketers have no control of customers' expectations. ----------- -Costs include both monetary and non-monetary costs. -If a product's performance falls short of the customers' expectations, the customers are dissatisfied. -Marketers must be careful to set the right level of expectations.

question

Which of the following statements is true?

answer

Quality begins with customer needs and ends with customer satisfaction.

question

The __________________ holds that consumers will favor products that are available and highly affordable.

answer

production concept

question

_________ is most appropriate with customers who most affect the company's future.

answer

Relationship marketing

question

All of the following statements are true, except:

answer

The selling concept holds that customers will buy enough of the organization's products without a large sales and promotion effort.

question

Two main industries that comprise the activities we call tourism are: (Choose all that apply.)

answer

the hospitality and travel industries the hospitality and destination industries

question

Which of the following are NOT part of the five principles of heritage tourism listed by Colorado Preservation Inc? (Choose all that apply.)

answer

Focus on preserving and protecting resources Focus on authenticity and quality Focus on making the site come alive for the visitor Focus on developing partnerships for sustainability

question

The manufacturing concept (also called the production concept) is the newest philosophy.

answer

False

question

The hospitality industry is the third major industry in the world.

answer

False

question

The first basic concept to marketing is that of human wants.

answer

False

question

Quality can be defined as "freedom from defects."

answer

True

question

Exchange is an act of obtaining a desired object from someone by offering something in return.

answer

True

question

A product is anything that can be used to satisfy a want or a need.

answer

True

question

Transaction marketing is part of the larger idea of relationship marketing.

answer

True

question

Marketing management is the analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.

answer

True

question

There are three (3) concepts under which organizations conduct their marketing activity.

answer

False

question

Government and quasi-government agencies play an important role in travel industry marketing through legislation aimed at enhancing the industry and through promotion of regions, states, and nations.

answer

True

question

Customer expectations are based on past buying experiences.

answer

True

question

Quality does not have a direct impact on product or service experience.

answer

False

question

The manufacturing concept is also called the production concept.

answer

True

question

Societal marketing holds that customers prefer existing products, and the job of management is to develop good versions of these products.

answer

False

question

Customers cannot evaluate the quality of the service because of which characteristic of service?

answer

intangibility

question

All of the following statements are true, except:

answer

The service culture believes that sales come first. ------------------------ -The service culture has to start with top management and flow down. -The service culture can be supported through empowering employees to solve customer problems. -The service culture focuses on serving and satisfying the customers.

question

Which of the following statements is true?

answer

-Tangibles provide signals as to the quality of the intangible service. -Tangible evidence can reduce purchase uncertainty. -The condition of grounds and the overall cleanliness of a restaurant provide cues as to how well the restaurant is run.

question

The fact that a traveler may have one very positive experience flying with an airline and then a very negative flying experience on a subsequent visit is the evidence of service

answer

variability.

question

That hospitality organizations have to train customers just as they train employees is an implication of:

answer

inseparability

question

A restaurant that charges a fee to customers who do not show up for reservations is an example of which characteristic of service?

answer

perishability

question

Club Med uses e-mail to pitch unsold, discounted packages to the customers in its database. This is in response to which characteristic of service?

answer

perishability

question

Which of the following is NOT an example of "tangibilizing" a service product?

answer

resetting a banquet room behind closed doors -------------- -employee uniforms -exterior of the property -plate presentation

question

Efforts to standardize customer experiences are steps that address which aspect of service?

answer

variability

question

When a service firm effectively trains and motivates its customer-contact employees and its support personnel to work as a team to provide customer satisfaction, it is practicing:

answer

internal marketing

question

Which of the following is not a service-profit chain link?

answer

tangibilizing the product ----------------- -greater service value -satisfied and loyal customers -internal service quality

question

The distinctive nature of a hospitality company's total visual image and overall appearance is known as

answer

trade dress.

question

Four characteristics of services are intangibility, separability, variability, and perishability.

answer

False

question

Trade dress is the distinctive nature of a hospitality industry's total visual image and overall appearance.

answer

True

question

The task of marketing to employees involves the effective training and motivation of customer-contact employees and supporting service personnel is known as external marketing.

answer

False

question

Consistency means that customers will receive the expected product without unwanted surprises.

answer

True

question

The five links of the service profit chain are these: -healthy service profits and growth, -satisfied and loyal customers, -greater service value, -satisfied and productive service employees, -internal service quality.

answer

True

question

A point of encounter is any point at which an employee encounters the customer.

answer

True

question

Physical surroundings should be designed to reinforce the product's position in the customer's mind.

answer

True

question

Interactive marketing means that perceived service quality depends heavily on the quality of the buyer-seller interaction during the service encounter.

answer

True

question

The term "servuction" was developed to describe a production system for manufacturing.

answer

False

question

An inanimate environment provides tangible evidence and can be used to provide a point of differentiation.

answer

True

question

The use of outside natural landscaping and inside use of lights and plants called "greening" is a popular method of creating differentiation and tangibilizing a product.

answer

True

question

A 100-room hotel that sells only 60 rooms on a particular night can inventory the 40 unused rooms and then sell 140 rooms the next night.

answer

False

question

A clear ___________ acts as an "invisible hand" that guides people in the organization.

answer

mission statement

question

Questions such as "What is our business?" and "Who is the customer?" are generally answered in a company's__________.

answer

mission statement

question

All of the following statements are true, except:

answer

An SBU can not be planned for separately from the rest of the company. -------- -SBU stands for Strategic Business Unit. -An SBU can be a single business or collection of related businesses. -An SBU has its own set of competitors.

question

The decision to increase an SBU's short-term cash flow regardless of the long-term effect is an example of

answer

harvesting

question

Which of the following is not one of the scopes to be included in a corporate mission statement?

answer

shareholder scope ---------------- -vertical scope -competencies scope -market-segment scope

question

The product-market expansion grid is useful in helping managers visualize and identify market opportunities. Which of the following is not part of that grid?

answer

market penetration

question

If a company makes the decision to phase out an SBU and use the resources elsewhere in the company, this decision is called a _______ strategy.

answer

divest

question

According to the growth-share matrix portfolio evaluation model, a company's SBUs can be evaluated in terms of their

answer

market growth rate and relative market share.

question

Under the product/market expansion grid, the strategy of finding new markets for current products is called

answer

market development.

question

When a hotel company acquires one of its suppliers it is called

answer

backward integration

question

A useful framework for examining a company's growth is the

answer

Ansoff- product-market expansion grid

question

A few years ago Tricon Global developed restaurants which housed KFC, Taco Bell, and Pizza Hut under one roof with the primary soda of choice for customers being Pepsi. Tricon Global was therefore using a __________ method of strategic planning

answer

strategic alliance

question

The four factors of a high-performance business are stakeholders, processes, resources, and organization.

answer

True

question

SWOT analysis is one of the four planning activities that all corporate headquarters must undertake.

answer

False

question

Diversification growth makes sense when good opportunities can be found outside the present business.

answer

True

question

Product development strategy refers to the strategy of offering new products to current markets.

answer

True

question

The first step of business strategic planning process is goal formulation.

answer

False

question

The global expansion of business has created the need for alliances.

answer

True

question

A company does not need to track the results of its strategy implementations.

answer

False

question

Product development offers modified or new products to current markets.

answer

True

question

SWOT analysis evaluates the customer's overall strengths, weaknesses, opportunities and threats.

answer

False

question

Strategic planning is the process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunities.

answer

True

question

Skills and objectives are a part of the micro environmental forces affecting the company.

answer

False

question

Customers, competitors, distribution channels, and suppliers are all micro environmental forces

answer

True

question

History is not one of the four natures of high performance.

answer

True

question

Corporate, division, business, and product are all major organizational levels.

answer

True

question

The starting point of any business is to define the stakeholders and their needs.

answer

True

question

A company's microenvironment consists of all of the following except

answer

Competitors ------- -marketing intermediaries. -suppliers. -publics.

question

________ are firms and individuals that provide the resources needed by the company to produce its goods and services.

answer

Suppliers

question

Banks, credit companies, and insurance companies that help hospitality companies finance their transactions are called

answer

financial intermediaries.

question

A company's macroenvironment consists of all of the following except

answer

customers ------- -competitors. -technological environment. -demographics.

question

One of the reasons that cruises are popular with ________ is because of the value of the all-inclusive vacation.

answer

baby boomers.

question

Which of the following statements is true?

answer

The U.S. population is becoming better educated.

question

Which of the following statements is true?

answer

Income distribution in the United States is still very skewed.

question

When Disney shreds its paper products and sends the shredded paper to the gift shops to use as packing material, it is responding to _________ an environmental factor.

answer

natural

question

Which of the following is not one of the three reasons that legislation and regulation affects business?

answer

It protects consumers from each other. ------ -It protects companies from each other. -It protects consumers from unfair business practices. -It protects society's interests against unrestrained business behavior.

question

Which of the following is not part of the environmental scanning steps?

answer

-determining the environmental areas that need to be monitored -determining how the information will be collected -implementing the data collection, analyzing the data, and using them in the market planning process.

question

The work of groups like People for the Ethical Treatment of Animals (PETA) influence the ____________ environment in which businesses operate.

answer

political

question

Market intermediaries are part of a company's microenvironment.

answer

True

question

All companies making the same product or class of products are the first level of competitors.

answer

False

question

Hotels have moderately high barriers of entry and high barriers to exit.

answer

True

question

Echo boomers are also called the baby boomlet generation.

answer

True

question

The economic environment consists of factors that affect consumer purchasing power and spending patterns.

answer

True

question

The damages to water, earth, and air caused by industrial activities will not affect marketing activities.

answer

False

question

Computerized video checkout services are examples of the technological environmental factor.

answer

True

question

Government legislation and regulation aimed at protecting consumers from unfair business practices is an example of the political environmental factor.

answer

True

question

Companies should simply watch and react to the marketing environment.

answer

False

question

Companies can use an environmental scanning plan to determine the environmental areas that need to be monitored.

answer

True

question

The Internet is a major technological force influencing how we market hospitality and tourism products and services.

answer

True

question

Institutions are not a part of the cultural environment.

answer

False

question

Twitter:

answer

Carnival CEO Lies Low After Wreck: http://online.wsj.com/article/SB10001424052970204624204577177131752006116.html?mod=googlenews_wsj HFT 2500: Cruise bookings down notably in wake of Costa accident - http://USATODAY.com http://usat.ly/wfRM2i via @USATODAY HFT 2500 Read: Acquisitions are part of Darden's growth strategy: http://investor.darden.com/releasedetail.cfm?releaseid=614552 HFT2500 read the rise of facebook: http://mashable.com/2012/01/12/facebook-1-billion-users/ Top 10 hospitality industry trends for 2012: http://hotelmarketing.com/index.php/content/article/top_10_hospitality_industry_trends_for_2012

question

Marketing

answer

Marketing's task is to provide real value to target customers, motivate purchase, fulfill consumer needs, without fooling the customer or endangering the company image.

question

Brand Strategies

answer

Head Heart Gut

question

Importance of customer service

answer

...

question

Steps of strategic planning and growth models - what they are and how they are applied

answer

Defining the company mission -> setting company objectives and goals -> designing the business portfolio -> Planning marketing and other functional strategies

question

Micro v macro environmental factors -Know how to define each -Which have the greatest impact -Understand levels of competition

answer

Microenvironment = factors closeto the company that affect its ability to serve its customers. Macroenvironment = larger societal forces that affect the entire microenvironment.

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