Lodging Quiz 7 – Flashcards
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What name is used to describe a group of competing hotels to which an individual hotel's operating performance is compared? a. pro set b. comp set c. STAR set d. Smith set
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b. comp set
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Which of the following is a demand generator? a. a college's graduation weekend occurring near a hotel b. the installation of a stop sign in front of a hotel c. the resurfacing of a hotel's parking lot d. reducing a hotel's rack room rates
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a. a college's graduation weekend occurring near a hotel
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What is a per diem? a. a fixed amount paid for a guest's daily travel expense b. a room rate established by a hotel's GM c. a salary rate established by a hotel's franchisor d. a daily room rate established by the hotel's sales and marketing department
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a. a fixed amount paid for a guest's daily travel expense
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A brand-specific frequent guest program is an example of a: a. hotel sales effort b. hotel marketing effort c. franchisor's sales and marketing effort d. franchisor's call center activity
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c. franchisor's sales and marketing effort
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What type of activity describes the act of placing an ad in the yellow pages of a telephone book? a. booking activity b. sales activity c. marketing activity d. client appreciation activity
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c. marketing activity
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A CVB is typically funded by what? a. a statewide sales tax b. a hotel occupancy tax c. a state income tax d. a citywide sales tax
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b. a hotel occupancy tax
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Which of the following would be considered a user-generated-content Web site? a. a website that advertises hotel services offered to guests b. a website that allows a hotel's guests to post reviews of their previous stays c. a website whose content is controlled by a hotel's franchisor d. a website whose content is supplied by a hotel's sales and marketing team
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b. a website that allows a hotel's guests to post reviews of their previous stays
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What is true about transient travelers? a. they are senior citizens b. they travel in groups c. they pay lower rates than group travelers do d. they are individual travelers
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d. they are individual travelers
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Assume that you are reading a STAR report about a hotel that you manage. What does a RevPAR index of 85 indicate? a. your ADR is higher than that of your competitors b. your RevPAR is lower than that of your competitors c. your ADR is lower than that of your competitors d. your RevPAR is higher than that of your competitors
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b. your RevPAR is lower than that of your competitors
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Each of the following events would require one or more guest rooms. Which would be classified as SMURF business? a. a family of five traveling on vacation b. a reunion held for veterans of the Vietnam War c. a sales meeting held to introduce customers to a new computer product d. a governmental agency's annual budget presentation meeting
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b. a reunion held for veterans of the vietnam war
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What type of activity describes a site tour? a. pickup activity b. postal activity c. marketing activity d. presale activity
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d. presale activity
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What is true about a marketing plan? a. it should never be changed b. it should be prepared for at least a 3-year period c. it is designed to meet a hotel's sales goals d. it is most often prepared by the general manager
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c. it is designed to meet a hotel's sales goals
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Which is the most important market for large convention hotels? a. transient market b. government market c. leisure market d. group market
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d. group market
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What does a STAR report evaluate? a. the sales and marketing department's use of its staff b. a hotel's sales and marketing team's use of its budget c. a hotel's sales and marketing team's results in relation to those of other hotels d. the accuracy of a sales and marketing department's revenue forecast
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c. a hotel's sales and marketing team's results in relation to those of other hotels
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In the lodging industry, what is the meaning of the term "room mix"? a. the ratio of different room types in a hotel b. the number of rooms in a hotel c. the number of high-priced and low-priced rooms in a hotel d. the total guest capacity in a hotel
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a. the ratio of different room types in a hotel
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How is a sales and marketing team best evaluated by a hotel's general manager? a. by an increase in property ADR b. by an increase in property occupancy rate c. by a positive change in property revPAR d. by improvement in objective evaluation measurements
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d. by improvement in objective evaluation measurements
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What is the purpose of cold calling? a. to register drop-ins b. to qualify prospects c. to sell to walk-ins d. to reduce no-shows
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b. to qualify prospects
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What is the difference between advertising and publicity? a. advertising is free b. publicity is free c. publicity can be completely controlled by the hotel d. publicity must be paid for
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b. publicity is free
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What is the name for the difference between the original number of rooms requested by a group and that group's lower-than-requested actual room pick-up? a. attrition b. deletion c. subsets d. book downs
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a. attrition
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Assume that you are reading a STAR report about a hotel that you manage. What does an ADR index of 110 indicate? a. your ADR is higher than that of your competitors b. your RevPAR is lower than that of your competitors c. your ADR is lower than that of your competitors d. your RevPAR is higher than that of your competitors
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a. Your ADR is higher than that of your competitors
