N 1. the marketing myopia concept warns against: -being production-oriented 2. “I’m sorry, Mrs. Jones, but that was the airline’s fault, not ours. You never asked me to recommend alternate alternate routes or carries,” this statement reflects -a production orientation 3. the price of marketing is an acronym that represents -the major management tasks in marketing 4. one of the major benefits of a company having a marketing orientation is that -all departments, managers, and staff share a common goal 5. wo of the reasons why marketing is increasing in importance in the hospitality and travel industry are -increased competition and more sophisticated travelers 6. marketing includes activeties designed to satisfy -customers’ needs and wants and the organization’s objectives 7. which of the following items is not a marketing environment factor within the hospitality and travek marketing environment -marketing mix 8. organizations began adopting the marketing concept in which of the following eras of marketing? -marketing-orientation era 9. ll the following are characteristics of a marketing or customer orientation except -change is seen as being unnecessary 10. the marketing strategy factors that an organization uses to satisfy the needs of specific customer groups are collectively known as the -marketing mix 1. which of the following is not a generic difference between the marketing of services and products? -narrow definition of marketing 2. each of the following is a unique approach required in hospitality and travel marketing except -use of less than four Ps 3. one of the three unique relationships in the hospitality and travel industry is -the destination mix . services marketing means that -services are unique and require their own branch of marketing 5. when examining the development of marketing in the service industries, it is true that -it has been slower partly because the industry has been dominated by small businesses 6. two of the contextual differences between the marketing of services and products are -different organizational structures and the narrow definition of marketing 7. which of the following is not a specific difference in marketing hospitality and travel services? -less emphasis on stature and imagery . the system of distribution in the hospitality and travel service service is characterized by -the lack of physical distribution 9. the key distinction generic and contextual differences is that -generic differences are unchangeable; contextual differences can be corrected in the future 10. information about a service experience passed from past to potential customers is also known as -word-of-mouth advertising 1. when marketing hotels, restaurants, and other travel businesses, which of the following question must be answered first? -where are we now? . the difference between a marketing plan and a strategic market plan is -a strategic market plans covers a period of three or more years; a marketing plan is for a period of two years or less
3. the textbook for this class emphasizes the need to -use a systems approach to hospitality and travel marketing 4. a system is: -a collection of interrelated parts that work together to achieve common objectives 5. which of the following is not a fundamental of the hospitality and travel marketing system? -ensuring that all seven steps in the system are covered 6. ne of the major benefits resulting from the use of the hospitality and travel marketing system is that -it results in a higher priority being placed on planning 7. which of the following statements most accurately explains the relationship of long- and short-term marketing planning? -they cannot be used at the same time 8. one of the dangers that using the hospitality and travel marketing ststem helps an organization avoid is -Defining the organization’s scope of business too broadly 9. the hospitality and travel marketing system is: -An approach to marketing that all hospitality and travel 10. hich of the following statements is true about the relationship of the hospitality and travel marketing system to strategyc and tactical marketing planning -The system is used after strategic and tactical marketing plans have been 1. there of the stimulus factors that affect customers’ perceptions of hospitality and travel advertisements and promotions are -color, size, and contrast 2. the reaction to the outbreak of foot and mouth disease in Europe in 2001 demonstrated that : -people move up and down Maslow’s needs hierarchy 3. You and your boyfriend/girlfriend are planning your honeymoon trip.
The type of decision-making process you’re most likely to use is -extensive decision-making 4. the first stage in a customer’s buying process is -need recognition 5. which of the following statements most accurately reflects how customers tend to form perceptions? -they attach greater credibility to interpersonal rather than commercially generated information 6. the personal factors that influence customers’ buying decisions include -perception, self-concept, and learning 7. this interpersonal factor is an amalgamation of the beliefs, values, attitudes, habits, traditions, customs, and forms of behavior -culture . customers use their five senses (sight, hearing, taste, touch , and smell) to size up hospitality and travel services and promotional messages during this process - perception 9. because the human brain does not like to deal with incomplete images, marketers can use this perceptual factor to their advantage -closure 10. when buying hospitality and travel services, customers tend to place more weight on -social information 1. a situation analysis should be prepared -once a year 2. which of the following statements most accurately reflects the relationship between market, feasibility, and situation analyses? they are interrelated and should build on each other 3. the four additional steps involved in a feasibility analysis are -pricing analysis, income and expense analysis, development cost analysis, and analysis of return on investment and economic feasibility 4. these two analysis techniques are usually only done once when a new business is being investigated -feasibility analysis and market analysis 5. one of the key differences between market, feasibility, and situation analyses is that -situation analyses are done many times; marketing and feasibility analyses usually only once
6. he step in a market analysis that considers the economy, society and culture, legislation (government), and technology is -marketing environment analysis 7. all the following are benefits of doing a situation analysis except -it does away with the need for a marketing plan 8. the following two steps are reversed in a situation analysis when compared to a market analysis -market potential analysis and location/ community analysis 9. the step in a market analysis identifies the niche that the new business will occupy and how it will gain it -marketing position and plan analysis 0. the greatest benefit that results from doing a situation analysis is -the determination of the feasibility of the organization’s new development projects 1. a focus group is -a qualitative marketing research technique 2. of the three survey methods, mail surveys usually -produce the lowest response rates 3. one advantage of primary research is -reliability 4. McDonald’s has test-marketed MacPizza in stores in Salt Lake City to evaluate its popularity. This is an example of the -experimental research method 5. hich of the following is not a key requirement for good research information? -reputation of researcher 6. the first step in the marketing research process is -defining the research problem 7. all the following are reasons for not doing marketing research except -the respondents are located very far away from the researcher’s location 8. Evaluation research is completed in which step of the hospitality and travel marketing system? -How do we know if we got there? 9. Marketing research involves all the following with the exception of -eliminating the need for intuition and judgment 10.
For a hospitality and travel organization, such as a hotel chain, the statistics published by the Travel Industry Association of America (TIA) on the characteristics of travelers within the United States are an example of -external secondary research data 1. One of the major demographic trends of recent times has been the -aging but engaging: the baby boomers 2. VALS is an example of -psychographic segmentation 3. All the following are criteria used to determine the viability of market segments except -predictable 4. Which of the following is not a benefit of market segmentation -less expensive . One of the recent trends in the segmentation practices of the hospitality and travel industry has been the increased use of -segmentation bases other than the three that have traditionally been used 6. In defining market segmentation, which of the following statements best reflects the relationship of market segments and target markets? -The number of target markets selected may be less than the total number of market segments 7. Dividing up the travel trade intermediaries by function and by common characteristics shared by subgroups is known as -channel-of-distribution segmentation . The type of marketing strategy used by Marriott International for its lodging operations is a(n) -full-coverage strategy 9. A special long-term relationship between two or more hospitality and travel organizations is a -strategic alliance 10. Many parts of the North American hospitality and travel industry are in which of the following stages of the product life cycle? -maturity 11. VisitScotland’s positioning itself prominently with golfers as The Home of Golf is an example of which of the following positioning approaches? -user category 12.
Which of the following are two of the factors that have made positioning essential in today’s business climate? -intensified competition and volume of commercial messages 13. Three examples of segmented marketing strategies are -single-target market, concentrated, and full-coverage 14. Which of the following is not a requirement for an effective marketing plan? -repetitious 15. This part of the marketing mix details how the organization will cooperate with others in implementing its marketing activities -partnership 16. Which of the following statements best reflects the differences between a strategic market plan and a tactical market plan? A tactical market plan is short term and details the organization’s marketing mix; a strategic market plan is long term and is more concerned with the external environment 17. The two main parts of a marketing plan are the -rationale and implementation plan 18. A written document used to guide an organization’s marketing activetiws for a period for a year or less is a -marketing plan 19. The last step in developing a marketing plan is to -develop the implementation plan 20. This part of the marketing plan answer the question” how do we get there? ” and includes the activities plan and the marketing budget -implementation plan 1. Which of the following is not a component of the product/service mix? -marketing research 22. Suppliers perform which of the following roles? -offering accommodations, food and beverages, cruise vacations, rental cars, and attractions 23. All the following are steps involved in managing the product/service mix except -deciding when to do a situation analysis 24. Which of the following is not a benefit of marketing partnerships? -less time required for marketing planning 25. These are groups who promote their cities, areas, states, or countries -destination marketing organizations 26.
One of the important roles of this group is to wholesale and retail the facilities and services of other hospitality and travel organizations -travel trade intermediaries 27. Which of the following is not an overall trend or industry reality? -less competition 28. The is not one of the dimensions of the SERVQUAL model -intangibles 29. People(i. e. , employees or hosts) play a key role in the hospitality and travel marketing mix. Which of the following statements most accurately reflects the role of people in the marketing mix? -The service provided can make or break a guest’s experience 30.
This is an important characteristic that a front-line employee in the hospitality and travel industry must possess and also one of the SERVQUAL dimensions: -empathy T 1. The efforts of eneryone in an organization are required for the most effective marketing 2. The hospitality and travel marketing environment consists of both marketing environment and marketing strategy factors 3. With services, customers are more involved in the production process 4. Contextual Differences are caused by variations in organizations? Management philosophies and practices, and in external environments 5.
There is a greater dependence on complementary organizations in the hospitality and travel industry 6,Some of the approaches for marketing manufactured goods either do not apply, or need to be modified, to fit the service industries 7. In many ways, the step in the hospitality and travel marketing system can be compared to the flight of a commercial jet 8. The hospitality and travel industry is a system because it consists of a group of interrelated organizations that share a common purpose and goals 9. The hospitality and travel marketing system can be used by all sizes of hospitality and travel organizations 10.