Hospitality marketing quiz 4 chpt 10-12 – Flashcards
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For which goods could the demand slope curve upward? * most goods * necessary goods * prestige goods * discretionary goods
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prestige goods
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Charging $0.99 instead of $1.00 or using 3s in the price instead of 7s is an attempt to engage in: * price discrimination * yield management * competition-based pricing * psychological pricing
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psychological pricing
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________ provide incentive travel for employees and distributors. * motivational houses * consortia * concierges * junket reps
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motivational houses
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a moment of truth occurs when employees and _______ have contact. * place * skill * product * customer
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customer
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the necessary involvement of the service provider's emotions in the delivery of the services is called: * training * empowerment * emotional labor * commitment
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emotional labor
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In the first few months after opening a new hotel, a hotel company wanting to achieve market share leadership is most likely to: * Try to influence supply * Try to influence demand by offering "buy three nights, get the fourth free" packages * charge a high price * Use low opening rates to influence demand
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Use low opening rates to influence demand
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Which of the following is an example of an elastic demand situation? * Demand falls 8% when price increases 5% * Demand rises 7% if price falls 10% * Demand rises 4% if price falls 6% * Demand falls 7% when price increases 9%
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Demand falls 8% when price increases 5%
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A system of values and beliefs in an organization that reinforces the idea that providing the customer with quality service is the principal concern of the business is called: * service culture * organization subculture * organizational culture * moment of truth
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service culture
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the basic break-even price is: * Variable costs divided by selling price * Fixed costs divided by selling price * Contribution divided by variable costs * Fixed costs divided by contribution
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Fixed costs divided by contribution
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When a company has a service culture, the organizational chart is _______________. * turned right side up * validated * turned upside down * meaningless
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turned upside down
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__________________ allows its best employees to pick future employees. * Starbucks * Disney world * Southwest Airlines * Olive Garden
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Disney World
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An internal marketing program requires a strong commitment from ________. * management * one to two employees * consumers * new hires
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management
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all of the following are considered marketing intermediaries except: * travel agents * tour wholesalers * independent contractors * consortia
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independent contractors
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The first stage in the internal marketing process should be: * Establishment of a service culture * Implementation of a reward and recognition system * Dissemination of marketing information to employees * Development of a marketing approach to human resource management
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Establishment of a service culture
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Which of the following is NOT a function of the distribution channel? * linking * financing * promotion * risk taking
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linking
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costs that do not vary with production levels are called: * fixed cost * permanent cost * nonoperating cost * variable cost
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fixed cost
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When the employees of an organization have the necessary authority to take care of a customer's needs or resolve any problem, this is an example of: * coaching * hiring * empowerment * training
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empowerment
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Which of the following statements is TRUE? * Today, yield management is used by everyone. * Price points are rare, if not nonexistent, in the hospitality industry. * Business travelers are usually more price-sensitive than pleasure travelers. * Excess capacity is a good reason to cut prices.
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Excess capacity is a good reason to cut prices.
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In a supply chain, "downstream" from the company is a set of firms that: * Supply the raw material * Provide financing * Provide a connection between the firm and its customers * supply information
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Provide a connection between the firm and its customers
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In a service-oriented organizational culture ________ are at the top of the organization. * department heads * corporate management * customers * line employees
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customers
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A pattern of shared values and beliefs that gives members of an organization meaning, providing them with the rules for behavior in the organization, is called: * organization chart * organization internal marketing * organization structure * organization culture
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organization culture
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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: * Horizontal Marketing system * Consortia * Multichannel marketing system * vertical marketing system
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Multichannel marketing system
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In a supply chain, "upstream" from the company is a set of firms that: * provide distribution channels * provide retail networks * market the product * provide expertise in product creating
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provide expertise in product creation
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the factor that sets the floor for a product's price is: * cost * elasticity * availability * quality
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cost
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internal marketing will be at its most effective: * in the foodservice department * during the initial customer contact with the front desk * everywhere * during the reservation process
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everywhere
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which of the following is the most expensive channel for hotel rooms? * GDS * OTA * CRO * Brand.com
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OTA
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In firms that have ________ cultures, there are few or no common values and norms. * Weak * strong * stable * diverse
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Weak
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which of the following is the least expensive distribution channel for hotel rooms? * Brand.com * CRO * OTA * GDS
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Brand.com
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which of the following is not a marketing intermediary? * tour operators * concierges * travel agents * government tourist associations
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concierges
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to hospitality students, the single most important variable when selecting an employer upon graduation is: * a chance for promotion and growth * good working conditions * interesting work * salary
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a chance for promotion and growth
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Full-service restaurants have an employee turnover rate of ______ percent for hourly employees. * 118 * 128 * 88 * 98
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88
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Limited service restaurants have an employee turnover rate of ______ percent for hourly employees. * 100 * 00 * 146 * 123
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146
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When families go to the same resort year after year and get to know and like both the resort employees and friends in the nearby town, they may be less sensitive to price increases at the resort due to the: * price quality effect * external environment effect * sunk investment effect * substitute awareness effect
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sunk investment effect
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When two or more companies at one level join to follow a new marketing opportunity, it is termed a: * Multichannel Marketing System (MMS) * Horizontal Marketing System * Consortia * Vertical marketing system
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Horizontal Marketing System
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The strategy of setting a high price when the market is price-insensitive is called: * market-penetration pricing * going-rate pricing * market skimming pricing * target profit pricing
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market skimming pricing
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using sales representatives offers _______ control than building your own sales force. * more * less * better * none of the above
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less
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hotels often use this strategy when the economy slumps: * price maintenance * survival * price gouging * price hike
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survival
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Which of the following is not a function of the distribution channel? * Provide consulting on feasibility of new products * gathering marketing research * storage * customizing orders to customer's needs
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Provide consulting on feasibility of new products
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Coordination and conflict management are attained through common ownership at different levels in the channel in a(n): * community vertical marketing system * administered vertical marketing system * contractual vertical marketing system * corporate vertical marketing system
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corporate vertical marketing system
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An advantage of a strong culture is that it prepares employees to handle _________ transactions. * simulated * standardized * routine * nonroutine
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nonroutine
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Marketing by a service firm to effectively train and motivate its customer-contact employees and all the supporting service people to work as a team to provide customer satisfaction is called: * training * effective hiring protocol * effective empowerment * internal marketing
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internal marketing
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In the short run, the most important pricing strategy is: * survival * penetration * sales maximization * profit maximization
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survival
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A _______________________________ consists of producers, wholesalers, and retailers acting as a unified system. * Horizontal Marketing System * Vertical Marketing System * Consortia * Multichannel Marketing System (MMS)
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Vertical Marketing System
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Distribution specialists that serve the casino industry as intermediaries for premium players are called: * casino distribution specialists * junket reps * motivations houses * leisure tour brokers
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junket reps
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Service organizations need to hire for ___________ and train for ________. * attitudes, skills * qualifications, customer satisfaction * qualifications, skills * skills, attitudes
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attitudes, skills
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Which of the following would NOT be considered a moment of truth? * Guest is greeted by dining room serviceperson. * Guest checks in at the front desk * Guest pays bill by mail * Guest makes a reservation with an agent over the phone
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Guest pays bill by mail
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Which of the following is NOT a factor affecting price sensitivity? * unique value effect * total expenditure effect * end-benefit effect * customer satisfaction effect
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customer satisfaction effect
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A hotel trying to sell its food and beverage facilities, meeting rooms, retails, and other features to its guests is an example of: * down-stream selling * internal promotion * up-selling * cross-selling
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cross-selling
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During periods of weak demand very few competitors escape the effect of a ________ market. * weak * spiraling * volatile * strong
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weak
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Distribution specialists that provide incentive travel offered to employees or distributors as a reward for their effortsare called: * casino distribution specialists * motivations houses * junket reps * leisure tour brokers
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motivations houses
