HFT2500 MidTerm – Flashcards

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Online _____________ is perhaps the number-one e-commerce concern.
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Privacy
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The information collected for the specific purpose at hand is called:
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Primary Data
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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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Which of the following is not an example of a marketing intermediary?
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Next-day delivery providers
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Developing a good ______________ policy minimizes the chance of walking a guest.
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Overbooking
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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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The two main industries that comprise what we call tourism are the hospitality and restaurant industries.
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False
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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
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Nearly every socioeconomic group has adopted the Web.
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Viral marketing can be very expensive and is ineffective.
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False
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Viral marketing uses banners on web pages to advertise.
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False
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Which of the following do not contribute to a company's product differentiation efforts?
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Profitability
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Disneyland's version of the ride reservation is called:
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FastPass
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Online security is perhaps the number-one e-commerce concern.
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True
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Marketing mix elements include all of the following EXCEPT:
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Place of business operation
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When purchasing hospitality and travel products, customers often use __________ as an indication of quality.
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Price
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There is no current evidence to suggest that long-term customers are more profitable than new customers.
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False
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The most dramatic force shaping our destiny is:
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Technological
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Which of the following is one of the four Ps of the marketing mix? -Profits -People -Place -Propaganda
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Place
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One of the biggest nonmonetary costs for hospitality customers is ___________.
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Time
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Using an undifferentiated marketing strategy, a company ignores market segmentation differences and goes after the entire market with one market offer.
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False
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______________________ developed a two-factor theory that distinguishes dissatisfiers (factors that cause dissatisfaction) from satisfiers (factors that cause satisfaction).
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Frederick Herzberg
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People are more likely to notice stimuli that they did not anticipate than those they did anticipate.
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False
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Experimental research is best suited for gathering causal information.
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True
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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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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 "typical" male or female does not exist.
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True
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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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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 first stage of the environmental scanning process is:
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Determining the areas that need to be monitored
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In using a(n) ________ marketing strategy, a company ignores market segmentation and goes after the entire market with one market offer.
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Undifferentiated
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Underpositioning is defined as:
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Failing to ever position the company at all
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At the core or first level of competition, Hyatt Hotels would consider as their competition:
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Marriott, Intercontinental, and Westin
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Closed-ended questions include all possible answers from which the subjects must choose.
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True
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A ________ is a state of felt deprivation.
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Need
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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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Which of the following is not a type of objective for a marketing research project? -Descriptive research -Data research -Causal research -Exploratory research
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Data research
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_______________ is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.
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Demography
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At the Ritz-Carlton, each employee can spend up to __________to redress a guest grievance.
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$2000
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"Quality" could be defined as the features and characteristics of a product that bear on its ability to satisfy customer needs.
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True
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The hotel industry characteristically has a _______________ barrier to exit.
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High
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"We are Ladies and Gentlemen serving Ladies and Gentlemen" is a motto for:
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Ritz-Carlton
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Social scientists have identified _________ American social classes.
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Seven
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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.
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Vertical
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The hotel industry in general has a _______________ barrier to entry.
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Moderately high
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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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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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Among the four contact methods-mail, telephone, personal, and online-which is the poorest in terms of controlling the interviewer effect?
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Personal
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Which of the following is not a part of the psychographic variable?
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Loyalty
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_________________ is the marketing logic by which the company hopes to create customer value and achieve profitable relationships.
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Marketing strategy
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The second-largest advertising media is:
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Internet
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The sequence of integrated direct marketing technique is:
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Paid ad with a response channel > Direct mail mechanism > Outbound telemarketing > Face-to-face sales calls
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The hospitality industry is the second largest employer in the United States.
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True
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The technique used to measure lifestyles is called:
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Psychographics
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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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The perishability of a service is especially a problem when demand fluctuates.
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True
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Service marketing requires both internal marketing and ______________ marketing.
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Interactive
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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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If you are in a hurry to collect survey data, the worst method to use is:
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Mail surveying
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The degree to which effective programs can be designed for attracting and serving segments is the ____________ of the market segment.
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Actionability
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The first stage of the buyer decision process is:
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Need recognition
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The competitive environment in the hospitality industry is __________________.
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unpredictable
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A product's ________ is the way the product is defined by consumers on important attributes.
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Position
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Online marketing is not a growth area of direct marketing.
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False
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Data that consists of information already in existence somewhere, having been collected for another purpose, is called:
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Secondary data
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Today's baby boomers spend about $______ trillion annually.
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2
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____________ is the act of obtaining a desired object from someone by offering something in return.
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Exchange
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Most human behavior is learned.
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True
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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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It is wise to assess the customer's __________ value and take appropriate actions to ensure a customer's long-term support.
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Long-term
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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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A sample is a segment of the population selected to represent the population as a whole.
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True
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Loyal customers are price _____________ compared to brand-shifting patrons.
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Insensitive
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So long as a company sets high standards for service quality, it is not necessary to evaluate its actual performance.
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False
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Almost all major purchases result in discomfort caused by postpurchase conflict (cognitive dissonance).
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True
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The number of women in the American workforce is approaching 30 percent.
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False
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Price is ____________ related to demand for most products.
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Inversely
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The type of research used to gather preliminary information to help generate a research hypothesis is called:
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Exploratory research
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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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Among the four contact methods-mail, telephone, personal, and online-which is the poorest in terms of costs?
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Personal
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Which of the following can be cited as an example of microenvironment as well as macroenvironment?
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Competitors
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