HMGT 3300 Exam 1 – Flashcards
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Service marketing requires bother internal marketing and _________ marketing.
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interactive
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A system of values and beliefs in an organization that reinforce the idea that providing the customer with quality service is the principal concern of the business is called __________.
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Service Culture
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Mission statements should be realistic and general in nature.
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False
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The simplest definition of marketing is delivering customers satisfaction at a profit.
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False
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Hospitality companies face the task of increasing three major marketing areas:
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Service differentiation, service quality, and service productivity
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The three services of marketing are: internal, external, and interactive.
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True
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Hotel developers generally have lower barriers to entry than restaurant developers.
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False
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Studies have shown that a well-crafted mission statement aid's a firms performance, as the mission statement serves as a statement of:
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Purpose
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Among the four contact methods- mail, telephone, personal, and online- which is the best in terms of control of sample?
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Telephone
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In a well-run hospitality organization, there are two customers-the paying customers and the __________.
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Employees
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DataStar, LEXIS-NEXIS, Dow Jones News Retrieval, UMI ProQuest, and Dun & Bradstreet's online Access are examples of:
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Online database and information search services
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The fact that services cannot be seen, tasted, felt, or smelled relates to which service characteristic?
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Intangibility
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Market penetration refers to the strategy of creating new products to sell to the small niche market.
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False
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The two main industries that comprise the activities we call tourism are:
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The hospitality and travel industries
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Market definitions of a business are ____________ to product definitions.
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Superior
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During recessions or oil shortages, people rarely travel.
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False
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Most large companies consist of four organizational levels: corporate, division, business unit, and:
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Product
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The ___________ environment includes institutions that affect society's basic values, perceptions, preferences, and behaviors.
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Cultural
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Which of the following is NOT a general trend in the United States?
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College graduation rates staying roughly the same
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A marketing research project where the objective is to test hypotheses about cause-and-effect relationships is called:
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Casual research
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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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Today's baby boomers account for nearly _____ percent of the population.
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25
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Marketing by a service firm to effectively train and motivate its customer-contact employees and all the supporting service people to work as a team to provide customer satisfaction is called ___________ marketing.
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Internal
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Marketing services agencies include banks and credit companies that help hospitality companies finance their transactions.
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False
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When backed by buying power, wants become:
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Demands
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The example of the Las Vegas Hilton's change in strategic focus underscores how companies are increasingly refocusing their attention on the need to manage ___________ instead of departments.
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Processes
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The principal objective of a market-oriented mission statement is to:
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Satisfy basic customer needs
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Which of the following is one of the four Ps of the marketing mix?
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Place
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It is better to give the customer a time ____________ the anticipated wait time.
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More than
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_______________ are highly loyal but not very profitable.
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Barnacles
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The competitive environment in the hospitality industry is _________________.
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Unpredictable
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Telephone interviewing runs little risk of interviewer bias since the respondent cannot actually see the interviewer.
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False
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Existing laws concerning marketing abuses are often difficult to enforce.
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True
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If a hotel chain buys one of its supplies, it is engaging what type of growth?
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Backward inegration
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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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A business portfolio is the collection of businesses and products that make up the company.
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True
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Which of the following is not part of the service profit chain?
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External service quality
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Qualitative research is useful to gain insight into definitions and concepts.
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True
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A company's ______________ is the set of benefits or values it promises to deliver to consumers to satisfy their needs.
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Value proposition
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Which of the following is not any example of a marketing intermediary?
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Next-day delivery providers
