Hospitality Marketing Ch 4 – Flashcards
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A ____________ is any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives. a. People b. Public c. Profile d. Pro-association
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b. Public
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A company could see its competition as all other companies that compete for the consumer dollar. a. True b. False
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a. True
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At the core or first level of competition, Hyatt Hotels would consider as their competition: a. Best Western, Holiday Inn, and Ramada b. Your apartment c. KOA campgrounds d. Marriott, Intercontinental, and Westin
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d. Marriott, Intercontinental, and Westin
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Defining people by their birthrate may be less valuable to marketers than defining them by their life stage or lifestyle. a. True b. False
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a. True
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Each society contains _____________, groups of people with shared value systems based on common life experiences or situations. a. Elements b. Character sets c. Clicks d. Subcultures
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d. Subcultures
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Existing laws concerning marketing abuses are often difficult to enforce. a. True b. False
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a. True
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Gen Xers look for something different, which means they spend ____________. a. More than boomers b. More than Millennials c. More than boomers and Millennials d. Less than boomers
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a. More than boomers
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Good marketers have two methods-marketing intelligence and marketing research-for collecting information about the environment. a. True b. False
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a. True
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Hotel developers generally have lower barriers to entry than restaurant developers. a. True b. False
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b. False
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Hotel marketers could see the accounting department as a part of their microenvironment. a. True b. False
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a. True
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MADD (Mothers Against Drunk Driving) has had a considerable impact on the hospitality industry's approach to serving alcohol. a. True b. False
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a. True
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Marketing services agencies include banks and credit companies that help hospitality companies finance their transactions. a. True b. False
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b. False
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One of the outcomes of currency devaluations in a destination country such as Argentina is that the country ____________ as a destination of conventions and meetings. a. Starts losing b. Starts gaining c. Remains unaffected d. None of the above
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b. Starts gaining
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The Internet has created both __________________________________ transparency. a. Disintermediation and pricing b. Mediation and pricing c. Intermediation and pricing d. Disintermediation and supply
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a. Disintermediation and pricing
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The ________ consists of the forces close to the company that affect its ability to serve its customers. a. Legal environment b. Microenvironment c. Macroenvironment d. Marketing environment
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b. Microenvironment
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The ________ environment includes institutions that affect society's basic values, perceptions, preferences, and behaviors. a. Political b. Technological c. Cultural d. Legislative
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c. Cultural
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The competitive environment in the hospitality industry is __________________. a. Predictable b. Unpredictable c. Both predictable and unpredictable d. Neither predictable nor unpredictable
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b. Unpredictable
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The first stage of the environmental scanning process is: a. Determining how information will be collected b. Determining the areas that need to be monitored c. Implementing the plan d. Collecting data
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b. Determining the areas that need to be monitored
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The hotel industry characteristically has a _______________ barrier to exit. a. Low b. Moderately low c. Moderately high d. High
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d. High
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The hotel industry in general has a _______________ barrier to entry. a. Low b. Moderately low c. Moderately high d. High
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c. Moderately high
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The most dramatic force shaping our destiny is: a. Political b. Natural c. Environmental d. Technological
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d. Technological
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The number of women in the American workforce is approaching 30 percent. a. True b. False
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b. False
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The restaurant industry is characterized by a ______________ barrier to entry. a. Low b. Moderate c. High d. Does not apply
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a. Low
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There is no underclass in the United States. a. True b. False
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b. False
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Today's baby boomers account for nearly ____ percent of the population. a. 15 b. 20 c. 25 d. 30
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c. 25
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Today's baby boomers spend about $______ trillion annually. a. 1 b. 2 c. 2.5 d. 3
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b. 2
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Two forces that affect the competition are the ability of companies to ______ and _____ markets. a. Enter, exit b. Plan, enter c. Plan, control d. Control, exit
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a. Enter, exit
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When analyzing the competition, a question put to customers might be "Name the company from whom you would prefer to buy the product." In this case you are looking for: a. Share of mind b. Share of market c. Share of heart d. Share of belief
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c. Share of heart
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Which of the following can be cited as an example of microenvironment as well as macroenvironment? a. Competitors b. Demographics c. The company d. Cultural forces
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a. Competitors
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Which of the following is NOT a general trend in the United States? a. More attention being paid to both the disabled and gay and lesbian markets b. Population getting older c. College graduation rates staying roughly the same d. More women in the workforce
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c. College graduation rates staying roughly the same
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Which of the following is NOT a type of macroenvironmental impact? a. Competitive b. Monopolistic c. Natural d. Technological
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b. Monopolistic
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Which of the following is NOT a type of microenvironment ? a. The company b. Marketing channel c. Demographics d. Broad range of public
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c. Demographics
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Which of the following is not an example of a financial intermediary? a. Banks b. Credit companies c. Departmental stores d. Insurance companies
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c. Departmental stores
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Which of the following is not an example of a marketing intermediary? a. Public relations agencies b. Next-day delivery providers c. Advertising agencies d. Direct mail houses
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b. Next-day delivery providers
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_______________ is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics. a. Demography b. Demagoguery c. Relative statistics d. General statistics
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a. Demography
