Hospitality and Marketing – Flashcards

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In the hospitality industry, marketing is
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Doing what it takes to satisfy the customer and the company
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The marketing mix
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combines product, price, promotion, and distribution
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A target market is
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A group of potential customers with similar characteristics
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The hospitality industry involves service marketing because
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Intangible products are sold to the ultimate consumer
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Hospitality marketing is one aspect of which industry sector?
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Travel and tourism
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Hotels and restaurants are generally divided into which two sections?
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The front of the house and back of the house
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What provides intangible products
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service marketing
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Area of the hotel to which the general public or a hotel guest has access
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Front of the house
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Characteristics such as age, income, gender or education level are
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Demographics
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Group of people who share similar characteristics are the
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target market
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The balance of products, price, promotion, and distribution is the
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marketing mix
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Services or items offered to guests for convenience and comfort are
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amenities
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Assisting in the design and develop of new products is
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product/service management
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Offering reduced room rates in order to increase future business is an example of
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promotion
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Keeping track of guests' preferences or special requests is an example of
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marketing-information management
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Limited-service facilities
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are often the site of extended stays
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Dramatically upgraded services and amenities
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are a growing trend in all forms of the hospitality industry
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The idea of bed and breakfast inns
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evolved from European traditions
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B & B's typically offer
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privacy, personal service, and atmosphere
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A conference center is a
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complex of meeting sites, lodging, and other attractions
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The key theme of resort marketing is
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marketing the experience more than the space
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The two main divisions of the restaurant industry are
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table-service and quick-dining
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The fast food business
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holds the largest market share of the restaurant industry
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Travel packages include
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sightseeing, transportation, and accommodations
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International tourism is growing because
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the world economy has been strong
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Offer residential style units with multi room plans and kitchen facilities are
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extended stay facilities
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A prearranged vacation is a
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travel package
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Facility with primary features of privacy and personal space is a
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Bed and breakfast
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Properties that provide a range of services, usually including a restaurant on the premises, luggage assistance, and room service are in a
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full service hotel
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Living quarters owned by private persons that are rented out to the public most of the year are
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Condominiums
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Most common lodging facilities found in the US are
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Motor inns
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Buying a specific time period to spend at a vacation resort
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Timeshare
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Airport hotels
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have poor services, spending thousands to repair image, and are becoming more luxurious
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Motels
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were first started by farmers along busy highways and have parking near the guest's room
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A successful conference center must have all of the following except
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low hotel room rates
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The responsibilities of the human resources department in a hotel include
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recruiting, training, and employee compensation
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Employee recognition
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is a way to build loyalty
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A guest's account record at the front desk is called the
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folio
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Which of the following is NOT the responsibility of a front desk agent
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carrying guest luggage to the room
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The executive housekeeper's responsibilities include
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maintaining lost and found, updating front desk about status of rooms, ordering, receiving, and storing supplies
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Which of the following is NOT the responsibility of the engineering department
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monitoring the amount of towels and linens necessary to the hotel
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A multinational hotel is one that
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has a property in more than one country
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In order to meet the needs of diverse cultures, hotel have
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established minority internships and networks, offered language classes, and used minority companies as suppliers or vendors
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A summary of all fees charged to a rom during a guest's stay
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guest folio
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Potential guest without a reservation
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walk-in
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Includes benefits as well as salary
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compensation
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A continual or ongoing count of products, supplies, or merchandise
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Perpetual inventory
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Informing a guest of the availability of a room with better accommodations
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Upselling
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Agreement a hotel will hold a specific type of room for a certain day or length of time
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Reservation
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Responsible for recruiting, interviewing, hiring, training, development, compensation, benefits, supervision, employee evaluation, and separation
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Human resources (HR) department
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Manages the engineering department
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Facilities director
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A menu that remains the same from day to day with items listed and priced separately is referred to as
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a la carte
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A guest who has not asked the hotel to hold a room until his or her arrival is a
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walk in
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The employee responsible for informing the front desk about the condition and availability of guest quarters is
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the executive housekeeper
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Employee recognition programs
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may consist of tangible or intangible rewards
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Third parties used to make reservations on the internet
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Infomediaries
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Which of the following is a traditional sales technique used by hospitality industry?
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Brochures, bulk distribution, and mailings
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Customers
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usually prefer guaranteed reservations, have more power to negotiate hotel room prices, and expect unfailing accuracy in reservation process
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Which of the following is not a type of room reservation?
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Due out
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Important things to plan for future hospitality business are
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Forecasts and guest questionnaires
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The sales staff of a hotel is responsible for selling
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meeting space, rooms, and recreational facilities
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particular types of people and what they like
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psychographic information
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Vacation awards are
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incentive travel
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Renting multiple hotel rooms and meeting rooms
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group sales
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Promotes tourism and convention
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Conference and Visitors Bureau (CVB)
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Future projections
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Forecasts
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Guest expected to check out today
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due out
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holds the hotel room until check out the next day
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guaranteed reservation
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The internet
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offers infomediaries to reserve hospitality and tourism services
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The sales strategy for a hotel
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must forecast future trends and is the responsibility of all hotel employees
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A customer with a guaranteed reservation
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Has priority over a walk in
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Personal selling is
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a one-on-one presentation to encourage a customer to buy a product or service
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The elements of the promotional mix are
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personal selling, sales promotion, public relations, and advertising
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Advertising is
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a paid presentation, with an identifiable sponsor, for a product or service
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The elements of a successful print advertisement are
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headline, copy, illustrations, and logo
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Sales promotion is
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any activity other than advertising, public relations, or personal selling that works to increase sales
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Which of the following is NOT an example of specialty advertising
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a billboard of a beachfront hotel
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Hotels and other businesses in travel and tourism that team up with businesses that buy, sell, or arrange sales of products are
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intermediaries
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The combination of advertising, public relations, personal selling, and sales promotion
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promotional mix
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Paid presentation of a product or service with an identifiable sponsor
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advertising
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Activities or events in which companies participate to promote the name of the business and to improve its image or reputation
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public relations
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Computerized link between hotels and other travel and tourism related companies
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Global Distribution System (GDS)
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Ways to help the customer meet needs
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Benefits
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Individual, one on one effort made by a representative of a company to persuade a customer to purchase goods or services
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Personal selling
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Characteristics of a product or service
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features
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The system that keeps the same inventory of rooms available to anyone making a reservation, whether the reservation is through an agent, a direct call to the hotel, or the Internet, is known as a
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single-image inventory
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Sponsoring a charity fun run or golf tournament is an example of
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public relations
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The part of personal selling in which one sets an appointment to see a client and prepares information for that client is known as the
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pre-approach
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Which of the following is NOT one of the elements of market segmentation
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target market
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The largest percentage of the current US population consists of
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Baby Boomers
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Teleconferencing
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has not noticeable affected the amount of business travel
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Female business travelers tend t seek
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Security, services, and the same high level of services and respect as males
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Leisure travel
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may include nearby destinations
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Senior travelers
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make up a huge and growing market segment
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Most travel agencies make their money by
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earning commissions on sales of tickets
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Jet lag
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is caused by a disruption of the body's daily rhythms
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Specific group of people that a business intends to reach
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target market
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Information on age, gender, marital status, income, educational level, and attitudes
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Demographics
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Selling goods and services to a smaller uniquely defined group of people
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niche marketing
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Vacations and pleasure trips
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Leisure travel
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Putting info about local history, culture restaurants, museums, and other attractions and programs on the guest room television
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interactive marketing
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Provides individual service to hotel guests
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concierge
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Group of people within a larger market who share one or more characteristics
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market segment
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Hard adventure travel is
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participating in strenuous sports on vacation
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Factors considered when setting room rates include
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services and amenities offered, location and property type, demand, competition, economic conditions, and business cycles
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The breakeven point is
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te point at which revenue equals the cost running a business
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The sum of opening inventory and monthly purchases minus closing inventory is called
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cost of sales
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The largest airline operating expense is
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employee payroll`
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Which of the following is NOT a normal function of purchasing
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evaluating employee effectiveness with supplies
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A purchase order is
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a document requesting and agreeing to specified items and prices
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A legal agreement to operate a business under the name of an already established business trade name or brand is
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a franchise
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The term capital includes
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property, equipment, tools and money
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The number of rooms sold expressed as a percentage of the amount of rooms available per month
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occupancy rate
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Legal agreement to operate a business under the name of an already established business trade name or brand
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franchise
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Evaluating demand and setting prices that result in maximum revenue
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yield management
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Expenses that can be directly attributed to a department
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direct operating expenses
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Expenses that are shared among departments
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indirect operating expenses
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Selecting and obtaining goods and services from vendors
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purchasing
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When two or more people own a business and share the risks, responsibilities, and profits
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partnership
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When the demand is low and the rates go down as well
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shoulder season
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Hoel room rates are negotiable and subject to change because
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room space is a perishable product
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IN a restaurant, pre-opening specials and promotional items are
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indirect operating expenses shared by all departments
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The Hubbart Formula is used to calculate
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average room rates
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The industry standard for a profitable hotel occupancy rate is
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75%
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Information in a guest history database typically includes a guest's
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room number, rates paid, dates of previous stays
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Yield management is
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concerned with maximizing revenue from room sales
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Creative hospitality marketing techniques are most effective when
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they result in higher occupancy rates
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Hotels that receive high rankings
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establish and train consistent policies of customer service
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A progressive approach to managing restaurants
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is necessary because restaurant tastes change
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Which of the following is not a standard in the hospitality industry
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salaries
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The earliest phase of a hospitality sales program is
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researching information about customer expectations
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Gold standard of the hospitality industry
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repeat business
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Allows hotels to keep up to date records on their guests
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guest history database
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Estimated number of hotel rooms populated in the future
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forecast
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Unique, flamboyant, inexpressive advertising to draw attention to a company or product
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guerilla marketing
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Goals or basic expectations that a business must meet to succeed
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standards
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Complimentary hotel rooms given for renting blocks of rooms or as promotions
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non-revenue rooms
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An experienced room attendant trainer that is paired with a trainee to ensure that a room is cleaned properly
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mentor
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Databases
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have made it easier to track customer history
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Effective guest service
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requires employee training
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Giving employees the authority to immediately solve a guest's problem or complaint is known as
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empowerment
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The combination of related services into a single priced product is
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packaging
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In some hotels, the duties of a concierge may be handled by
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front desk personnel and bell staff
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One of the most important attributes of a company is
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positive reputation
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Employee uniforms
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create a sense of order and attentiveness
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what a business does to eliminate or at least decrease risk is known as
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risk management
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A contract between a business and a company to pay for certain business losses is known as
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an insurance policy
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Deciding what products to sell and what services are necessary to sell those products is known as
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product planning
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All of the different products offered by a restaurant are known as
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product mix
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Combination of special activities events, or programs designed to appeal to customers' interests
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programming
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Deciding what products to sell and what services are necessary to sell those products
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product planning
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The American Automobile Association uses what symbol to rate the quality of hotels
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diamonds
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Demographic trends that affect consumer food and restaurant choices are
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less food preparation time, interest in healthy cuisine, and well traveled population wtih diverse food interests
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Travel agents
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earn commissions on reservations they make
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Tour operators
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often create their own products
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The main difference between Travelocity.com and Priceline.com is
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Priceline allows consumers to negotiate prices
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A cookie is a
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planted file that returns data about the user to a web site
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ONe effective way to distribute info on a web site is through
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a frequently asked questions (FAQ) page
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Visits to a web site as recorded by a counter
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hits
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A company that creates and markets tours through travel agents
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travel wholesaler
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Amount of change in consumer demand when prices change
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price elasticity
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Percentage of sales revenue earned by a travel agent for all hospitality and travel sales booked
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commission
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Web site that uses technology to prevent date from being intercepted
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secure server
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Hotels that dedicate marketing personnel to meet customer needs are called
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customer-centric
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Traditional travel agencies
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earn commission on sales, provide personal service, and have been challenged by intermediaries
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Hotels want to be included in the database of intermediaries because
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they can reach more potential customers
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