question

Online _____________ is perhaps the number-one e-commerce concern.

answer

Privacy

question

The information collected for the specific purpose at hand is called:

answer

Primary Data

question

Companies that diversify too broadly into unfamiliar products or industries can ______ their market focus.

answer

Lose

question

Which of the following is not an example of a marketing intermediary?

answer

Next-day delivery providers

question

Developing a good ______________ policy minimizes the chance of walking a guest.

answer

Overbooking

question

A company may discover additional sources of ________________ by investigating possible integration moves.

answer

Sales volume

question

The two main industries that comprise what we call tourism are the hospitality and restaurant industries.

answer

False

question

Which of the following statements is true? -Nearly every socioeconomic group has adopted the Web. -The Web is still primarily for the wealthy. -The Web is still primarily for the educated. -The Web is still primarily C2C

answer

Nearly every socioeconomic group has adopted the Web.

question

Viral marketing can be very expensive and is ineffective.

answer

False

question

Viral marketing uses banners on web pages to advertise.

answer

False

question

Which of the following do not contribute to a company's product differentiation efforts?

answer

Profitability

question

Disneyland's version of the ride reservation is called:

answer

FastPass

question

Online security is perhaps the number-one e-commerce concern.

answer

True

question

Marketing mix elements include all of the following EXCEPT:

answer

Place of business operation

question

When purchasing hospitality and travel products, customers often use __________ as an indication of quality.

answer

Price

question

There is no current evidence to suggest that long-term customers are more profitable than new customers.

answer

False

question

The most dramatic force shaping our destiny is:

answer

Technological

question

Which of the following is one of the four Ps of the marketing mix? -Profits -People -Place -Propaganda

answer

Place

question

One of the biggest nonmonetary costs for hospitality customers is ___________.

answer

Time

question

Using an undifferentiated marketing strategy, a company ignores market segmentation differences and goes after the entire market with one market offer.

answer

False

question

______________________ developed a two-factor theory that distinguishes dissatisfiers (factors that cause dissatisfaction) from satisfiers (factors that cause satisfaction).

answer

Frederick Herzberg

question

People are more likely to notice stimuli that they did not anticipate than those they did anticipate.

answer

False

question

Experimental research is best suited for gathering causal information.

answer

True

question

The production concept holds that consumers will favor products that are __________ and highly ____________, and therefore management should focus on production and distribution efficiency.

answer

Available, affordable

question

A well worked-out ________ provides company employees with a shared sense of purpose, direction, and opportunity.

answer

Mission statement

question

A "typical" male or female does not exist.

answer

True

question

The degree to which segments can be assessed and served is the ____________ of the market segment.

answer

Accessibility

question

Making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships is known as:

answer

Direct Marketing

question

The first stage of the environmental scanning process is:

answer

Determining the areas that need to be monitored

question

In using a(n) ________ marketing strategy, a company ignores market segmentation and goes after the entire market with one market offer.

answer

Undifferentiated

question

Underpositioning is defined as:

answer

Failing to ever position the company at all

question

At the core or first level of competition, Hyatt Hotels would consider as their competition:

answer

Marriott, Intercontinental, and Westin

question

Closed-ended questions include all possible answers from which the subjects must choose.

answer

True

question

A ________ is a state of felt deprivation.

answer

Need

question

In which of the following countries are men likely to kiss each other in greeting, and never kiss a woman in public?

answer

Saudi Arabia

question

Which of the following is not a type of objective for a marketing research project? -Descriptive research -Data research -Causal research -Exploratory research

answer

Data research

question

_______________ is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.

answer

Demography

question

At the Ritz-Carlton, each employee can spend up to __________to redress a guest grievance.

answer

$2000

question

"Quality" could be defined as the features and characteristics of a product that bear on its ability to satisfy customer needs.

answer

True

question

The hotel industry characteristically has a _______________ barrier to exit.

answer

High

question

"We are Ladies and Gentlemen serving Ladies and Gentlemen" is a motto for:

answer

Ritz-Carlton

question

Social scientists have identified _________ American social classes.

answer

Seven

question

The number of channel levels from raw materials to final product and the distribution in which the company will engage is an example of ________ scope.

answer

Vertical

question

The hotel industry in general has a _______________ barrier to entry.

answer

Moderately high

question

Selecting one or more market segments to enter is part of:

answer

Market Targeting

question

The ________ consists of the forces close to the company that affect its ability to serve its customers.

answer

Microenvironment

question

Among the four contact methods-mail, telephone, personal, and online-which is the poorest in terms of controlling the interviewer effect?

answer

Personal

question

Which of the following is not a part of the psychographic variable?

answer

Loyalty

question

_________________ is the marketing logic by which the company hopes to create customer value and achieve profitable relationships.

answer

Marketing strategy

question

The second-largest advertising media is:

answer

Internet

question

The sequence of integrated direct marketing technique is:

answer

Paid ad with a response channel > Direct mail mechanism > Outbound telemarketing > Face-to-face sales calls

question

The hospitality industry is the second largest employer in the United States.

answer

True

question

The technique used to measure lifestyles is called:

answer

Psychographics

question

Evaluating each market segment's attractiveness and selecting one or more of the market segments to enter is called:

answer

Market targeting

question

The perishability of a service is especially a problem when demand fluctuates.

answer

True

question

Service marketing requires both internal marketing and ______________ marketing.

answer

Interactive

question

Gen Xers look for something different, which means they spend ____________.

answer

More than boomers

question

If you are in a hurry to collect survey data, the worst method to use is:

answer

Mail surveying

question

The degree to which effective programs can be designed for attracting and serving segments is the ____________ of the market segment.

answer

Actionability

question

The first stage of the buyer decision process is:

answer

Need recognition

question

The competitive environment in the hospitality industry is __________________.

answer

unpredictable

question

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

answer

Position

question

Online marketing is not a growth area of direct marketing.

answer

False

question

Data that consists of information already in existence somewhere, having been collected for another purpose, is called:

answer

Secondary data

question

Today's baby boomers spend about $______ trillion annually.

answer

2

question

____________ is the act of obtaining a desired object from someone by offering something in return.

answer

Exchange

question

Most human behavior is learned.

answer

True

question

Within the realm of Customer Relationship Management (CRM) switching costs are only monetary in nature.

answer

False

question

It is wise to assess the customer's __________ value and take appropriate actions to ensure a customer's long-term support.

answer

Long-term

question

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.

answer

Starts gaining

question

A sample is a segment of the population selected to represent the population as a whole.

answer

True

question

Loyal customers are price _____________ compared to brand-shifting patrons.

answer

Insensitive

question

So long as a company sets high standards for service quality, it is not necessary to evaluate its actual performance.

answer

False

question

Almost all major purchases result in discomfort caused by postpurchase conflict (cognitive dissonance).

answer

True

question

The number of women in the American workforce is approaching 30 percent.

answer

False

question

Price is ____________ related to demand for most products.

answer

Inversely

question

The type of research used to gather preliminary information to help generate a research hypothesis is called:

answer

Exploratory research

question

Which of the following is a reason that direct marketing has grown?

answer

Precision targeting

question

Among the four contact methods-mail, telephone, personal, and online-which is the poorest in terms of costs?

answer

Personal

question

Which of the following can be cited as an example of microenvironment as well as macroenvironment?

answer

Competitors

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