Question 1

Which of the following statements about the relationship between marketing and sales is true?

Accepted Answer

The scope of marketing activities is more long-term than that of sales activities.

Question 2

Mick is responsible for evaluating the brand identity of a chain and recommending ways to increase the value of the brand. For which of the following components of a hospitality marketing mix is Mick responsible?

Accepted Answer

product-service mix

Question 3

Advertising and direct mail campaigns best fit into which of the following components of the hospitality marketing mix?

Accepted Answer

promotion-communication

Question 4

Peak business periods, off-seasons, and shoulder periods are most relevant to the __________ component of the hospitality marketing mix.

Accepted Answer

price-rate

Question 5

In small to medium-size properties, which of the following positions is generally responsible for advertising and public relations activities?

Accepted Answer

the general manager

Question 6

Salespeople do not sell guestrooms or banquet rooms; they sell the use of these rooms. This refers to the __________ of hospitality products and services.

Accepted Answer

intangibility

Question 7

Stacy is a very personable food server who is always friendly with the restaurant guests. Alex, on the other hand, is merely civil to guests most of the time. This illustrates the __________ of hospitality products and services.

Accepted Answer

Inconsistency

Question 8

Which of the following statements about the hospitality industry and globalization is false?

Accepted Answer

Globalization has not affected the food service industry very much.

Question 9

Two or more companies joining together to benefit from each otherÃ¢s strengths is termed __________ marketing.

Accepted Answer

partnership

Question 10

Which of the following statements about the hospitality industry and technology is false?

Accepted Answer

The use of Ã¢smart cardsÃ¢ is decreasing in the hotel industry.

Question 11

Keeping abreast of trends & acting on them before the competition does is the direct result of which of the following marketing & sales activities?

Accepted Answer

environmental scanning

Question 12

Which of the following trends may raise concerns about reduced quality of services as streamlined operations produce significant employee layoff?

Accepted Answer

consolidation

Question 13

Marriott Vacation Club, Hyatt Vacation Club, & Disney Vacation Resorts are all examples of which of the following trends in non-traditional lodging?

Accepted Answer

time sharing

Question 14

A marketing plan should be developed for at least a __________ period.

Accepted Answer

three-year

Question 15

Which of the following steps in the cycle of marketing planning involves property, competition, and marketplace analysis?

Accepted Answer

positioning the hotel

Question 16

All of the following are ways to determine how a propertyÃ¢s performance compares with competitors except:

Accepted Answer

segmenting target markets

Question 17

Which of the following tools would managers use to determine the current guest base and assess the decline or growth of business from market segments?

Accepted Answer

revenue grid and occupancy chart

Question 18

Which of the following statements about determining marketing objectives is true?

Accepted Answer

Objectives for each market segment and revenue center should be measurable.

Question 19

\"ncrease room nights from the senior-citizen market during June while maintaining an average room rate of $59.Ã¢â¬ What is wrong with this marketing objective?

Accepted Answer

It is not quantity-specific.

Question 20

Which of the following steps in the cycle of marketing planning involves creating an image of the hotel (property analysis), outlining guest benefits (competition analysis), and distinguishing the hotel from its competition (marketplace analysis)?

Accepted Answer

positioning the hotel

Question 21

The principal advantage of zero-based budgeting is that:

Accepted Answer

Every expenditure is questioned.

Question 22

The director of sales produces a report that details the number of room nights sold for each market segment by salesperson. This report is a critical part of which of the following steps in the marketing planning cycle?

Accepted Answer

evaluating the marketing plan

Question 23

Which of the following positions within a very large hotel organization would manage only the telephone sales staff responsible for developing leads, making prospecting calls, and following up on leads and previous clients?

Accepted Answer

the telemarketing director

Question 24

In the hospitality industry, the job title of a salesperson is likely to be:

Accepted Answer

sales manager

Question 25

Which of the following characteristics of successful salespeople best captures the ability to manage their time and sales territory and not waste effort on unproductive activities and accounts?

Accepted Answer

efficiency

Question 26

Which of the following characteristics of successful salespeople best describes the ability to continue going after additional business despite rejections by prospects?

Accepted Answer

motivation

Question 27

Which of the following training techniques would a director of sales use to enhance the time management skills of the sales staff?

Accepted Answer

an in-basket drill

Question 28

At which of the following sales meetings would it be most appropriate to discuss prospects, bookings, and service procedures?

Accepted Answer

weekly staff meetings

Question 29

Jennifer works in a non-automated hotel sales office. She needs the telephone number of Widget Works, Inc., to firm up a tentative booking at the Convention Center Hotel. The most efficient way to obtain the telephone number would be to access which of the following paper-based files?

Accepted Answer

the master card file

Question 30

Using information from routine sources Ã¢â¬\" guest folios, registration cards, customer surveys, and so onÃ¢â¬\"to build relationships with guests/clients and market the propertyÃ¢â¬â¢s services most effectively is called:

Accepted Answer

database marketing

Question 31

Computer technology has had the greatest impact on which of the following components of yield management?

Accepted Answer

predicting or forecasting demand & maximum revenue

Question 32

Which of the following documents helps hotel salespeople in non-automated offices control sales of function and banquet rooms?

Accepted Answer

function book

Question 33

What important skill must a salesperson have to be successful establishing rapport with a client and/or fellow team members?

Accepted Answer

communication

Question 34

As part of a marketing audit, the hotel\'s marketing team assesses the strengths and weaknesses of their own hotel as part of:

Accepted Answer

a property analysis

Question 35

In a large hotel, which of the following positions is primarily focused on carrying out marketing strategies and directing the sales staff?

Accepted Answer

the director of sales

Question 36

Why do hotels hire independent hotel representatives or \"reps\"?

Accepted Answer

Hiring independent hotel reps allows hotels to do away with their in-house sales staff.

Question 37

In which of the following types of personal sales calls does the salesperson typically make a strong sales pitch, overcome a decision-maker\'s objections, and ask for the sale?

Accepted Answer

a presentation call

Question 38

Group sales at the West Wing Hotel have steadily fallen over the past several months. One of the first actions Sally takes as the new director of sales is to follow-up with the current customer base. She has each account manager call on current clients to promote goodwill and to assure them that the hotel wants to meet their future needs. Which of the following best identifies the type of personal sales calls that Sally wants her staff to make?

Accepted Answer

public relations call

Question 39

Jerry, the new director of sales at the Eastgate Hotel, assigned each of his three account managers ten (10) personal sales calls a week. The objective was to introduce prospective customers to the products and services of the hotel. Before making the calls, account managers were to gather as much information as possible about their prospects\' needs. Which of the following best describes the type of personal sales calls that Jerry wants his staff to make?

Accepted Answer

presentation calls

Question 40

A salesperson would typically use all of the following sources when prospecting for individual and group business in relation to family social functions except:

Accepted Answer

chamber of commerce listings

Question 41

Which of the following types of territorial space is the most appropriate for salespeople to use when beginning a sales presentation to an individual decision-maker?

Accepted Answer

social space

Question 42

The non-threatening area that is the greatest distance from a client is called ____________ space.

Accepted Answer

public

Question 43

Which of the following statements about a presentation sales call is false

Accepted Answer

During a personal sales call, a salesperson should handle all of the client\'s objections immediately

Question 44

A client who says, \"All of our board members are happy with the hotel we currently use\" is stating a __________ objection.

Accepted Answer

lack of interest or urgency

Question 45

Which of the following places the five steps of personal sales calls in the correct order?

Accepted Answer

opening the sales call, getting client involvement, the presentation, overcoming objections, closing and follow-up

Question 46

A salesperson would likely spend the least amount of time with

Accepted Answer

current accounts with medium potential that are providing an aceptable level of business

Question 47

Bonita, the reservations manager at the Greentree Hotel, is having a training session with Theresa, a new reservationist. Bonita tells Theresa that it is important to have a \"verbal smile\" when answering the telephone for the hotel. Theresa says she doesn\'t know how to do that. Which of the following is the best advice Bonita can give Theresa for achieving a verbal smile when she speaks on the telephone?

Accepted Answer

\"Simply smile whlle you speak\"

Question 48

Which of the following types of outgoing sales calls is made in order to find out if an individual or company warrants an in-person sales call?

Accepted Answer

a qualifying call

Question 49

The first step in a telephone appointment call is to:

Accepted Answer

reach the decision-maker

Question 50

Which of the following statements about telephone sales calls is false?

Accepted Answer

If a decision-maker cannot be reached during a telephone appointment call, the salesperson should always leave a message.

Question 51

\"Shall I book your tour group for Friday night or Saturday morning?\" is an example of:

Accepted Answer

a forced-closed question.

Question 52

Don is the catering sales manager at the Bluestone Hotel. He has made calls all week to couples who have recently announced their engagements in the local newspaper. He made these calls to tell these couples about the hotel\'s new wedding reception package. These calls are classified as _______ calls.

Accepted Answer

promotional

Question 53

Which of the following types of outgoing sales calls is made just to keep in touch with customers?

Accepted Answer

a service call

Question 54

Vivian is the manager of the Downhome Restaurant. She got a complimentary letter from a recent customer who tried the restaurant for the first time and liked it. She called the customer to thank him for taking the time to write and to invite him to return to the restaurant soon. This is an example of a ______ call.

Accepted Answer

public relations

Question 55

An inquiry call is an example of a(n) ___________call.

Accepted Answer

incoming

Question 56

For which of the following purposes are telephone sales blitzes used?

Accepted Answer

to gather information

Question 57

At an executive committee meeting, the food & beverage director noted the low percentage of hotel guests dining at the restaurant during their stay. The general manager suggested that the committee develop a training program for all front-of-the -house employees on how to present the benefits of the hotel\'s restaurant to guests. What the general manager is suggesting is an example of:

Accepted Answer

internal sales

Question 58

Salespeople at the Convention Center Hotel can negotiate terms and conditions with clients without constantly seeking approval from the director of sales. This illustrates the concept of:

Accepted Answer

employee empowerment

Question 59

Monica, a room attendant at the Glitz Hotel, responded to a guest\'s need for extra towels and pillows. At the end of her shift, she recorded the guest\'s request on a form used to update guest profiles. On the next visit to the property, the same guest found extra towels and pillows already in the guestroom. This is an example of:

Accepted Answer

relationship selling

Question 60

Which of the following upgrading techniques would likely be most effective for a hotel representative who was attempting to sell high-priced rooms?

Accepted Answer

top-down method

Question 61

Chad, a bartender at the 5th Street Hotel, makes it a practice of recommending the house specialty drink to guests at the bar waiting for a table in the dining room. He always uses descriptive phrases, such as: \"Would you care to try our \'Tropical Delight\' while you\'re waiting? It\'s a delicious mixture of fruit juices and vodka, served ice cold in a frosted glass with a fruit garnish.\" Chad is practicing:

Accepted Answer

suggestive selling

Question 62

Tent cards on tables in the hotel restaurant that advertise a sale in one of the hotel\'s stores is an example of:

Accepted Answer

cross-selling

Question 63

Front desk agents (Guest Service Representatives) at the Business Center Hotel are trained to tell early-morning check-ins (guests) about the one-hour valet service at the property. This is an example of:

Accepted Answer

cross-selling

Question 64

Which of the following hotel areas has the best opportunity to sell next-morning room service breakfast specials when guest request wake-up calls?

Accepted Answer

front desk

Hospitality Industry Sales and Marketing (RIT) – Flashcards

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