HFT2500 FINAL EXAM – Flashcards
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The ________ product level answers the question of what is really being bought.
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Core
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The additional consumer services and benefits built around the actual product are called the:
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augmented product
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In the joining phase of the customer delivery system:
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The customer makes the initial inquiry contact
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The added value endowed on products and services is the:
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brand equity
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The stage of the new product development process where the number of new product ideas is reduced is called:
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idea screening
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About ________ percent of all new product ideas come from consumers.
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28
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About ________ percent of new product ideas come from within the company.
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55
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Supranational, Logis de France and Leading Hotels of the World are examples of:
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consortia
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________ are computerized reservation systems that serve as a product catalog for travel agents and other distributors of hospitality products.
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global distribution systems
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________ provide incentive travel for employees and distributors.
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motivational houses
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Coordination and conflict management are attained through common ownership at different levels in the channel in a(n):
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Corporate vertical marketing system
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The first step in selecting a location for a hotel is:
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understanding the target market of the company
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The chances of succeeding are the highest if you:
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Buy a franchise
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In a supply chain, "upstream" from the company is a set of firms that:
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Provide expertise in product creation
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The first stage of the promotion process is:
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Identifying the target audience
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In the buyer readiness process, the state that immediately precedes purchase is:
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conviction
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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 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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As many as ________ percent of TV viewers may be regularly tuning out commercials.
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60
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________ advertising is used when introducing a new product.
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informative
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________ is a measure of the percentage of people in the target market who are exposed to an ad campaign over a given period of time.
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reach
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Viral marketing messages have a higher chance of being opened because they are coming from a _____________.
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friend
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The best measure used in evaluating the success of public relations is to:
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Determine the effect on sales and profit
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Public relations campaigns can contribute to all but which of the following objectives?
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replace most other promotion costs
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________ crises give warning before they occur.
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smoldering
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Frequent guest points that hotel guests build up for repeat stays are an example of:
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patronage rewards
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PR stands for
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public relations
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The most basic type of Web site is the:
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corporate web site
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Which of the following is NOT a form of direct marketing?
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marketing web site
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Which of the following is a reason direct marketing has grown?
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precision targeting
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When dealing with issues of Internet privacy, the group we have to be the most concerned about are
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the children
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The most powerful approach to integrated direct marketing is:
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Multiple-vehicle, multiple-stage
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In periods of low demand, companies can use direct marketing to target _________ customers and produce quick results.
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known
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Which of the following is NOT a way to measure Direct-marketing efforts?
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internal promotion
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Which of the following is NOT a form of direct marketing?
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marketing web site
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Scheduling ads evenly within a given period, is called:
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continuity
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Data mining is NOT used to predict the following:
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The occupancy and ADR of a hotel
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To effectively use data mining and to be useful, the data stored in a database must be __________.
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accurate
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Do-not-call legislation has ________ the telemarketing industry.
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hurt
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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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Search related or contextual advertising is not a growth area for online advertising.
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False
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Brand equity is a function of brand loyalty, name awareness and other factors.
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True
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The detachment phase occurs when a customer is through using a product or service and departs.
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True
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A product image is a detailed version of a product idea stated in meaningful consumer terms.
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False
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Priceline is an example of a company that uses a system where the buyer cannot specify any particular brand of hotel or airline.
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True
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The primary reason for the use of intermediaries is their superior efficiency in making goods available and accessible to target markets.
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True
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In the past it was common for the marketing function and PR function to be handled by different departments in a firm.
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True
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Advertising costs are continuing to rise and audience reach is continuing to fall.
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True
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Corporate communications is a branch of public relations that is limited to business-to-business publicity.
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False
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Tourist destinations are hospitality components relatively unaffected by negative publicity.
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False
