question

Which of the following is NOT a function of the distribution channel?

answer

Linking

question

A restaurateur buying produce from a grower at a farmers' market is an example of:

answer

a Direct-marketing channel

question

All of the following are considered marketing intermediaries except:

answer

Independent Contractors

question

Supranational, Logis de France, and Leading Hotels of the World are examples of:

answer

Consortia

question

________ are computerized reservation systems that serve as a product catalog for travel agents and other distributors of hospitality products.

answer

Global Distribution systems

question

________ provide incentive travel for employees and distributors.

answer

Motivational Houses

question

Coordination and conflict management are attained through common ownership at different levels in the channel in a(n):

answer

Corporate vertical Marketing System

question

The first step in selecting a location for a hotel is:

answer

Understanding the target market of the company

question

The chances of succeeding are the highest if you:

answer

Buy a franchise

question

In a supply chain, "upstream" from the company is a set of firms that:

answer

Provide expertise in product creation

question

In a supply chain, "downstream" from the company is a set of firms that:

answer

Provide a connection between the firm and its customers

question

Which of the following is not a function of the Distributionn channel? Provide

answer

Provide consulting on feasibility of new products

question

Which of the following is the least expensive distribution channel for hotel rooms?

answer

Brand.com

question

Which of the following is the most expensive channel for hotel rooms?

answer

OTA

question

In hotel rooms distribution channels, OTA stands for:

answer

Online Travel Agencies

question

Distribution specialists that serve the casino industry as intermediaries for premium players are called:

answer

Junket Reps

question

Distribution specialists that provide incentive travel offered to employees or distributors as a reward for their

answer

Motivation Houses

question

In channel conflicts, conflicts between different levels of the same channel are termed:

answer

Vertical Conflict

question

A _______________________ consists of producers, wholesalers, and retailers acting as a unified system.

answer

Vertical Marketing Systems

question

Which of the following is not an advantage of a franchise to the franchisee?

answer

Royalties

question

When two or more companies at one level join to follow a new marketing opportunity, it is termed a:

answer

Horizontal Marketing System

question

When a single firm sets up two or more marketing channels to reach one or more customer segments, it is termed a:

answer

Mulit-channel Marketing System

question

Using sales representatives offers _____ control than building your own sales force.

answer

less

question

Which of the following is not a marketing intermediary?

answer

Concierges

question

T & F. A direct marketing channel has no intermediary level.

answer

True

question

T & F. There are several types of flows that connect all the institutions in the channel.

answer

True

question

T & F. The primary reason for the use of intermediaries is their superior efficiency in making goods available and accessible to target markets.

answer

True

question

T & F. To date, the restaurant industry has had little use for the Internet as a distribution channel.

answer

False

question

T & F. What is good for one member of the channel may not be good for another.

answer

True

question

T & F. Vertical conflict in a channel occurs between firms at the same level in the channel.

answer

False

question

T & F. Priceline is an example of a company that uses a system where the buyer cannot specify any particular brand of hotel or airline.

answer

True

question

T & F. Franchising is an example of a corporate VMS.

answer

False

question

T & F. Franchising works well in the restaurant industry but has had limited success in the hotel industry.

answer

False

question

Alliances are informal agreements between two organizations that stand to benefit from each other's strengths.

answer

True

question

the first stage of the promotion process is:

answer

Identifying the target audience

question

in the buyer readiness process, the state that immediately precedes purchase is

answer

Conviction

question

The type of message appeal that relates to an audience's self-interest is:

answer

Rational

question

The most logical method of setting the promotion budget is the:

answer

objective and task method

question

The ________ method of promotion budgeting views sales as the cause of promotion rather than as the result.

answer

Percentage of sales

question

The promotional tool that rewards customers for a quick, short-term response is/are:

answer

sales promotion

question

When hospitality firms market to consumer markets, the least used element of the promotion mix is:

answer

Personal selling

question

As many as ________ percent of TV viewers may be regularly tuning out commercials.

answer

60

question

________ advertising is used when introducing a new product.

answer

Informative

question

________ is a measure of the percentage of people in the target market who are exposed to an ad campaign over a given period of time.

answer

Reach

question

Viral marketing messages have a higher chance of being opened because they come from a _____________.

answer

Friend

question

What does not comprise a promotion mix?

answer

Viral Marketing

question

Marketers are losing confidence in TV marketing because of:

answer

viewers are watching TV on DVRS

question

the process by which the receiver assigns meaning to the symbols encoded by the sender:

answer

Decoding

question

the unplanned static or distortion during the communication process, which results in the receiver's getting a different message than the one the sender sent

answer

Noise

question

The four pillars of the AIDA model of communication design are:

answer

Attention, Interest, Desire, Action

question

Which of the following is not an example of a sales promotion?

answer

Personal selling

question

Which of the following is not an example of direct marketing?

answer

TV advertisement

question

Which of the following is not a major department in an advertising agency

answer

Business

question

In an advertising agency, which department is responsible for placing ads

answer

Media

question

strategy used heavily when introducing a new-product category, builds demand

answer

Informative strategy

question

___________ advertising is used for mature products

answer

Reminder

question

Which of the following major media types has high audience selectivity?

answer

Magazines

question

Which of the following media types is likely to cost the most?

answer

Television

question

Scheduling ads evenly within a given period is called:

answer

Continuity

question

T & F. When marketing activities are directed at channel members, a pull strategy is being used

answer

False

question

T & F. One major disadvantage of public relations is its lack of believability

answer

False

question

T & F. Many companies set the promotional budget at what they think they can afford, which can make long-range planning difficult.

answer

True

question

T & F. The objective and task method of budgeting defines specific objectives, determines tasks that must be performed, and estimates the cost of performing them.

answer

True

question

T & F. Sales promotions are most effective in building long-run brand preferences.

answer

False

question

T & F. A large advertising budget guarantees a successful advertising campaign.

answer

False

question

T & F. Today, fewer companies are adopting the concept of integrated marketing communications.

answer

False

question

T & F. Atmospheres are considered to be a personal form of communication.

answer

False

question

T & F. The purpose of persuasive advertising is to build selective demand

answer

True

question

T & F. The intangibility of the hospitality product creates many advertising problems.

answer

True

Hospitality Marketing Chapters 12 & 13 – Flashcards

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