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