Hospitality Marketing Chapter 12 – Flashcards
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A _______________________ consists of producers, wholesalers, and retailers acting as a unified system. a. Vertical Marketing System b. Horizontal Marketing System c. Multichannel Marketing System (MMS) d. Consortia
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a. Vertical Marketing System
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A direct marketing channel has no intermediary level. a. True b. False
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a. True
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A restaurateur buying produce from a grower at a farmers' market is an example of: a. A two-level middleman channel b. A single-middleman channel c. A three-level middleman channel d. A direct-marketing channel
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d. A direct-marketing channel
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All of the following are considered marketing intermediaries except: a. Independent contractors b. Travel agents c. Consortia d. Tour wholesalers
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a. Independent contractors
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Alliances are informal agreements between two organizations that stand to benefit from each other's strengths. a. True b. False
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a. True
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Coordination and conflict management are attained through common ownership at different levels in the channel in a(n): a. Community vertical marketing system b. Corporate vertical marketing system c. Administered vertical marketing system d. Contractual vertical marketing system
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b. Corporate vertical marketing system
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Distribution specialists that provide incentive travel offered to employees or distributors as a reward for their a. Casino distribution specialists b. Motivations houses c. Junket reps d. Leisure tour brokers
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b. Motivations houses
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Distribution specialists that serve the casino industry as intermediaries for premium players are called: a. Casino distribution specialists b. Motivations houses c. Junket reps d. Leisure tour brokers
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c. Junket reps
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Franchising is an example of a corporate VMS. a. True b. False
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b. False
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Franchising works well in the restaurant industry but has had limited success in the hotel industry. a. True b. False
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b. False
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In a supply chain, "downstream" from the company is a set of firms that: a. Supply the raw material b. Supply information c. Provide financing d. Provide a connection between the firm and its customers
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d. Provide a connection between the firm and its customers
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In a supply chain, "upstream" from the company is a set of firms that: a. Market the product b. Provide distribution channels c. Provide retail networks d. Provide expertise in product creation
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d. Provide expertise in product creation
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In channel conflicts, conflicts between different levels of the same channel are termed: a. Vertical conflict b. Horizontal conflict c. Diagonal conflict d. Recurring conflict
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a. Vertical conflict
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In hotel rooms distribution channels, OTA stands for: a. Organization of Travel Agents b. Organized Tourism Association c. Online Travel Agencies d. Overseas Travel Agencies
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c. Online Travel Agencies
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One function of the distribution channel is ________, which involves gathering and distributing marketing research and intelligence. a. Contact b. Information c. Matching d. Physical distribution
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b. Information
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Priceline is an example of a company that uses a system where the buyer cannot specify any particular brand of hotel or airline. a. True b. False
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a. True
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Supranational, Logis de France, and Leading Hotels of the World are examples of: a. Consortia b. Associations c. Global distribution systems d. Alliances
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a. Consortia
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The chances of succeeding are the highest if you: a. Buy a business out of bankruptcy b. Buy a franchise c. Start your own business d. Buy someone else's business
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b. Buy a franchise
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The first step in selecting a location for a hotel is: a. Regional analysis b. Selection of an individual site c. Understanding the target market of the company d. Selection of an area within a region
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c. Understanding the target market of the company
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The primary reason for the use of intermediaries is their superior efficiency in making goods available and accessible to target markets. a. True b. False
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a. True
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There are several types of flows that connect all the institutions in the channel. a. True b. False
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a. True
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To date, the restaurant industry has had little use for the Internet as a distribution channel. a. True b. False
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b. False
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Using sales representatives offers _____ control than building your own sales force. a. More b. Less c. Better d. None of the above
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b. Less
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Vertical conflict in a channel occurs between firms at the same level in the channel. a. True b. False
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b. False
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What is good for one member of the channel may not be good for another. a. True b. False
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a. True
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When a single firm sets up two or more marketing channels to reach one or more customer segments, it is termed a: a. Vertical Marketing System b. Horizontal Marketing System c. Multichannel Marketing System d. Consortia
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c. Multichannel Marketing System
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When two or more companies at one level join to follow a new marketing opportunity, it is termed a: a. Vertical Marketing System b. Horizontal Marketing System c. Multichannel Marketing System (MMS) d. Consortia
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b. Horizontal Marketing System
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Which of the following is NOT a function of the distribution channel? a. Risk taking b. Promotion c. Linking d. Financing
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c. Linking
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Which of the following is not a function of the distribution channel? a. Gathering marketing research b. Provide consulting on feasibility of new products c. Customizing orders to customer's needs d. Storage
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b. Provide consulting on feasibility of new products
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Which of the following is not a marketing intermediary? a. Travel agents b. Tour operators c. Government tourist associations d. Concierges
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d. Concierges
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Which of the following is not an advantage of a franchise to the franchisee? a. Brand recognition b. Financing assistance c. Royalties d. Architectural plans
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c. Royalties
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Which of the following is the least expensive distribution channel for hotel rooms? a. Brand.com b. CRO c. GDS d. OTA
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a. Brand.com
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Which of the following is the most expensive channel for hotel rooms? a. Brand.com b. CRO c. GDS d. OTA
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d. OTA
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________ are computerized reservation systems that serve as a product catalog for travel agents and other distributors of hospitality products. a. Consortia b. Concierges c. Global distribution systems d. Internet sites
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c. Global distribution systems
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________ provide incentive travel for employees and distributors. a. Motivational houses b. Concierges c. Junket reps d. Consortia
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a. Motivational houses
