question

Disneyland's version of the ride reservation is called:

answer

FastPass

question

Studies have shown the best way to deal with service failure is to:

answer

Give the unhappy customer timely information regarding the failure.

question

The three services of marketing are: internal, external, and interactive.

answer

True

question

A casino employee's uniform and a restaurant's fancy front lobby are a mean's of:

answer

Tangibilizing the service

question

Price is ____________ related to demand for most products.

answer

Inversely

question

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

answer

False

question

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

answer

Ritz-Carlton

question

____________ form(s) when capacity exceeds demand and guests are willing to wait.

answer

Queues

question

Service marketing requires both internal marketing and ______________ marketing.

answer

Interactive

question

Because services are characterized by the issue of inseparability, service providers often will have to:

answer

Train the customers

question

Market definitions of a business are ___________ to product definitions.

answer

Superior

question

Which of the following is one of the four Ps of the marketing mix?

answer

Place

question

The process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behavior and might require separate products or marketing programs is called _______________________.

answer

Market segmentation

question

The "RED" in Project RED, in addition to referring to a color that is almost universally associated with a sense of urgency, stands for Revenue growth, Expense management, and optimum:

answer

Deployment of resources

question

Studies have shown that a well-crafted mission statement aids a firm's performance, as the mission statement serves as a statement of:

answer

Purpose

question

Red Royalty™, a loyalty program designed to not only increase frequency of guest visits, but also to establish true customer loyalty by understanding guest purchase behavior and preferences to tailor incentives for repeat visits, was implanted by:

answer

Red Robin

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 principal objective of a market-oriented mission statement is to:

answer

Satisfy basic customer needs

question

A business portfolio is the collection of businesses and products that make up the company.

answer

True

question

Which of the following is not part of the four Ps of the marketing mix?

answer

Profits

question

The most powerful approach to integrated direct marketing is:

answer

Single-vehicle, multiple-stage

question

The second-largest advertising media is:

answer

TV

question

The popular press has paid the most attention to ___________________ online marketing.

answer

Business-to-consumer (BTC)

question

Effective direct marketing begins with a good _________________.

answer

Plan

question

Which of the following is NOT a way to measure direct marketing efforts?

answer

Internal promotion

question

Casino operator Harrah's Entertainment has built a customer database containing _________________ of customer information.

answer

30 terabytes

question

The largest advertising media is:

answer

TV

question

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

answer

Nearly every socioeconomic group has adopted the Web

question

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

answer

Precision targeting

question

The Internet now influences _____ percent of total retail sales.

answer

42

question

Marketing mix elements include all of the following EXCEPT: -Marketing information systems -Price -Promotion -Distribution

answer

Marketing information systems

question

When backed by buying power, wants become:

answer

Demands

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

Which of the following is not part of the four-P framework of marketing?

answer

Public Relations

question

A product can be:

answer

Tangible OR intangible

question

A company's _______________ is the set of benefits or values it promises to deliver to consumers to satisfy their needs.

answer

Value proposition

question

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

answer

True

question

The simplest definition of marketing is delivering customer satisfaction at a profit.

answer

True

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

In choosing among products, the guiding principle of most consumers is customer value-the most benefit for the price.

answer

True

question

There is no underclass in the United States.

answer

False

question

Which of the following is NOT a type of macroenvironmental impact?

answer

Monopolistic

question

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

answer

More than boomers

question

Existing laws concerning marketing abuses are often difficult to enforce.

answer

True

question

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

answer

False

question

MADD (Mothers Against Drunk Driving) has had a considerable impact on the hospitality industry's approach to serving alcohol.

answer

True

question

Each society contains _____________, groups of people with shared value systems based on common life experiences or situations.

answer

Subcultures

question

Which of the following is not an example of a marketing intermediary? -Next-day delivery providers -Public relations agencies -Advertising agencies -Direct mail houses

answer

Next-day delivery providers

question

The competitive environment in the hospitality industry is __________________.

answer

Unpredictable

question

The first stage of the environmental scanning process is:

answer

Determining the areas that need to be monitored

question

Experimental research is best suited for gathering causal information.

answer

True

question

DataStar, LEXIS-NEXIS, Dow Jones News Retrieval, UMI ProQuest, and Dun & Bradstreet's Online Access are examples of:

answer

Online database and information search services

question

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

answer

Secondary data

question

From its Total Rewards data, Harrah's has learned that ___ percent of its customers produce ____ percent of revenues.

answer

26; 82

question

Secondary data:

answer

Can be found more quickly and is cheaper than primary data

question

A marketing research project where the objective is to test hypotheses about cause-and-effect relationships is called:

answer

Casual research

question

One recent study found that managers lose as much as three hours a day looking for the right information.

answer

True

question

Which of the following is NOT a sampling decision that must be made?

answer

Who will do the sampling?

question

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

answer

True

question

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

answer

Mail surveying

question

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

answer

False

question

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

answer

Family

question

Which of the following is not a part of the buyer decision process?

answer

Solution

question

The working class depends heavily on relatives for both economic and social support.

answer

True

question

The first stage of the buyer decision process is:

answer

Need recognition

question

______________ describes a person's relatively consistent evaluations, feelings, and tendencies toward an object or an idea.

answer

Attitudes

question

A belief describes a person's relatively consistent evaluations, feelings, and tendencies toward an object.

answer

False

question

Which important consumer subculture's annual buying power is $913 billion and is estimated to reach $1.2 trillion by 2013?

answer

African American

question

A group to which a person wishes to belong is called a(n):

answer

Aspirational group

question

Which American social class comprises the largest part of the population?

answer

Working (38%)

question

Which of the following is not a demographic variable? -Age -Gender -User Status -Religion

answer

User status

question

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

answer

Profitability

question

Underpositioning is defined as:

answer

Failing to ever position the company at all

question

When a firm introduces a new product, it may be practical to launch only one version, so ________________________ marketing makes the most sense.

answer

Undifferentiated or concentrated

question

Dividing buyers into groups based on their knowledge, attitudes, uses, or responses to a product is called:

answer

Behavioristic segmentation

question

The increasing fragmentation of the mass market into hundreds of smaller markets is called:

answer

Micromarketing

question

Undifferentiated marketing is more suited for _____________ products.

answer

Homogeneous

question

Dividing a market into groups based on consumers' knowledge, attitude, use, or response to a product is called:

answer

Behavioral segmentation

question

Which of the following is NOT a requirement for effective segmentation? -Measurability -Substantiality -Accessibility -Accountability

answer

Accountability

question

The process of marketers choosing to position their products based on specific product attributes can actually be dangerous.

answer

True

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