Question 1

the final stage in the new product development process is

Accepted Answer

commercialization

Question 2

in the _____ of the product life cycle sales slows down and supplies start to exceed demand.

Accepted Answer

maturity

Question 3

the _____ product level answers the question of what is really being bought

Accepted Answer

core

Question 4

the stage of the new product development process where the number of new product ides is reduced

Accepted Answer

idea screening

Question 5

the additional consumer services and benefits built around the actual product are called

Accepted Answer

augmented product

Question 6

all of the following are considered marketing intermediaries except: A incentive travel firms B tour wholesales C travel agents D independent contractors

Accepted Answer

independent contractors

Question 7

the chances of succeeding are typically the highest if you

Accepted Answer

buy a franchise

Question 8

the front desk of a hotel would be considered

Accepted Answer

facilitating product

Question 9

the _____ method of promotion budgeting views sales as the cause of promotion rather than as the result

Accepted Answer

percentage of sales

Question 10

what campaign was rated the top viral campaign for 2010, which cost the company $50 to produce, has more page views than any other branded campaign in 2010, and increased sales of it\'s products more than 400%.

Accepted Answer

blendtec, will it blend?

Question 11

___ is the measure of the percentage of people in the target market who are exposed to an ad campaign over a given period of time

Accepted Answer

reach

Question 12

_____ advertising is typically used when introducing a new product

Accepted Answer

informative

Question 13

the most logical method of setting the promotion budget

Accepted Answer

objective and task method

Question 14

amongst the top 100 companies in the US, the largest percentage of budget is spend on _____ advertising

Accepted Answer

television

Question 15

the first stage of the promotion process is

Accepted Answer

identifying the target audience

Question 16

multi-branding is a newer business practice within the hospitality industry. According to lecture, a company that has been successful implementing multi-branding strategies is

Accepted Answer

yum brands

Question 17

the promotional tool that rewards customers for a quick, short-term response is/are

Accepted Answer

sales promotions

Question 18

cause-related marketing campaigns like the American Cancer Society\'s More Birthdays campaign is directly used to create _____

Accepted Answer

awareness

Question 19

in the buyer readiness process, the state that immediately precedes purchase is

Accepted Answer

conviction

Question 20

when hospitality firms market to consumer markets, the least used element of the promotion mi is typically

Accepted Answer

personal selling

Question 21

public relations campaigns can contribute to all but which of the following objectives: A stimulate the salesforce B build credibility C build awareness D replace most other promotion costs

Accepted Answer

D replace most other promotion costs

Question 22

tweet, tweet, this company recently utilized Times Square in NYC to debut a unique AR billboard experience

Accepted Answer

Disney

Question 23

according to data shared in class, this was the largest Travel Agency last year by sales revenue

Accepted Answer

Expedia

Question 24

which of the following is an advantage of franchising? A brand recognition B standard operating systems C national advertising D all of the above

Accepted Answer

D all of the above

Question 25

integrating many communication channels to deliver a clear, consistent, and compelling message about the company or its products would be referred to ____

Accepted Answer

IMC

Question 26

when tracking effectiveness of Superbowl television advertising which testing method would typically be used A brand linkage B aided recognition C like ability D all of the above could be used

Accepted Answer

D all of the above could be used

Question 27

T/F A large advertising budget guarantees a successful advertising campaign

Accepted Answer

False

Question 28

T/F Using social media has been challenging for Starbucks because the Starbucks concept and brand is not inherently a social brand

Accepted Answer

False

Question 29

T/F It is a commonly accepted fact that some products can avoid ever entering a decline phase

Accepted Answer

False

Question 30

T/F Facilitating products are those services or goods that must be present for the guest to use the core product

Accepted Answer

True

Question 31

T/F A brand name derives its value from customer perceptions

Accepted Answer

True

Question 32

T/F Franchising works well in the restaurant industry but has had limited success in the hotel industry

Accepted Answer

False

Question 33

T/F Co-branding refers to multiple brands operated under the same roof by one company owner to maximize profits and reduce operating costs

Accepted Answer

False

Question 34

T/F The primary reason for the use of intermediaries is their efficiency in making goods available and accessible to target markets

Accepted Answer

True

Question 35

T/F One major disadvantage of public relations is its lack of believability

Accepted Answer

False

Question 36

T/F The purpose of persuasive advertising is to build selective demand

Accepted Answer

True

Question 37

T/F The objective and task method of budgeting defines specific objectives, determines tasks that must be performed, and estimates the cost of performing them

Accepted Answer

True

Question 38

T/F Many companies set the promotional budget at what they think they can afford, which can make long-range planning difficult.

Accepted Answer

True

Question 39

T/F As part of a good crisis management plan, a firm should appoint a spokesperson to ensure the delivery of a consistent story.

Accepted Answer

True

Question 40

T/F In the past it was common for the marketing function and PR function to be handled by different departments in a firm.

Accepted Answer

True

Question 41

T/F Tourist destinations are relatively unaffected by negative publicity

Accepted Answer

False

Question 42

T/F Advertising costs are continuing to rise and audience reach is continuing to fall

Accepted Answer

True

Question 43

T/F A direct marketing channel has no intermediary level

Accepted Answer

True

Question 44

T/F The intangibility of the hospitality product creates many advertising problems

Accepted Answer

True

Question 45

T/F Travel agencies are a growing distribution channel for most hoteliers

Accepted Answer

False

Question 46

T/F Travel agencies are an important distribution channel for the cruise line industry booking approximately 80% of cruses

Accepted Answer

True

Question 47

T/F Travel agents make most of their money through airline commissions

Accepted Answer

False

Question 48

T/F Message impact is not affected by how the audience views the sender

Accepted Answer

False

Question 49

T/F According to recent studies, women aged 35-54 fare the most active group in mobile socialization

Accepted Answer

True

Question 50

the type of research used to gather preliminary information to help generate research hypotheses

Accepted Answer

exploratory research

Question 51

understanding our guests is vital to business and impacts which of the following: A improving existing products B creating effective sales and marketing programs C improving service D all of the above

Accepted Answer

D all of the above

Question 52

\"customers\" who are in reality undercover employees of hotel management are called

Accepted Answer

mystery shoppers

Question 53

the first stage of the buyer decision process

Accepted Answer

need recognition

Question 54

when we screen out information coming at us, we are engaged in the act of

Accepted Answer

selective attention

Question 55

the most important consumer buying unit in the United States (one that has been researched extensively) is the

Accepted Answer

family

Question 56

in using ______ marketing strategy, a company targets several market segments and develops separate offerers for each

Accepted Answer

differentiated

Question 57

dividing buyers into groups based on their knowledge, attitudes, uses or responses to a product

Accepted Answer

behavioral segmentation

Question 58

when ______, the seller identifies market segments, selects one or more, and develops products and services tailored to each selected segment

Accepted Answer

target marketing

Question 59

the first step in selecting a location for a hotel is

Accepted Answer

understanding the target market of the company

Question 60

a product\'s ______ is the way the product is defined by consumers on important attributes

Accepted Answer

position

Question 61

\"unaware\", \"aware\", and \"informed\" are three examples of which behavorisitc segmentation variable

Accepted Answer

buyer readiness stage

Question 62

according to Maslow, the most important need to be satisfied is

Accepted Answer

physiological

Question 63

we discussed several marketing strategies often employed to position companies, products and promotions. Disney\'s \"what will you celebrate\" campaign which offered consumers a free ticked on their birthday was an example of employing an ____ strategy

Accepted Answer

undifferentiated

Question 64

The consumer profiles we discussed in class that were developed by Nielson PRIZM provide marketers with a greater understanding of potential customers by using which of the following market segmentation principles: A demographic B psychographic C behavioral D all of the above

Accepted Answer

D all of the above

HFT2500 Final – Flashcards

Unlock all answers in this set

Haven't found what you were looking for?

Search for samples, answers to your questions and flashcards