Multiple choice questions:
Question 1
1. Thorough data collection and analysis will allow:
Determination of opportunities
Determination of competitive advantages
Determination of data analysis
None of the above
Question 2
1. Selling is not a part of the marketing process.
True
False
Question 3
1. The tip of the iceberg phenomenon is about:
Customer loyalty
Tourism
Customer complaint behavior
Customer frequency
Question 4
1. The management philosophy which guides an organization's overall activities is
The marketing concept
The marketing culture
Marketing management
The marketing strategy
Question 5
1. Goods are intangible and perishable.
True
False
Question 6
1. Which is an example of the introductory stage of the product life cycle?
Reflagging an existing hotel and investing money in refurbishment
Staying close to the current customer while seeking out new markets
Listening to customers and employees for constant improvement of the product
Raising prices and cutting costs as the product slips and business declines
Question 7
1. Worksheets and formulas cannot be used to determine the lifetime value of a customer.
True
False
Question 8
1. When a new business is created, it needs to know with whom it is competing.
True
False
Question 9
1. The four P's of marketing encompass hospitality products and services well.
True
False
Question 10
1. The marketing plan begins with:
Market planning
Strategic planning
Situational analysis
Objective planning
Question 11
1. Relationship marketing is also known as loyalty marketing.
True
False
Question 12
1. Different parts of the same company can posses their own mission statements.
True
False
Question 13
1. Companies can be all things to the customer, and can pursue every opportunity.
True
False
Question 14
1. ________ is an analysis of major profit areas to see what gaps need to be filled.
Property needs analysis
Competitive analysis
Demand analysis
Segmentation analysis
Question 15
1. The goal for marketers is to present the best solution to the problem at the lowest risk.
True
False
Question 16
1. Constituents are also known as stakeholders.
True
False
Question 17
1. The overall view of marketing that includes defining marketing, setting marketing goals, and allocating the resources necessary to reach those goals describes:
Marketing management
Strategic marketing
Marketing expectations
A strategic business unit
Question 18
1. The ability of a leader to express strategic vision for the firm is:
Strategic leadership
Strategic solutions
Leadership forecasting
None of the above
Question 19
1. The spiral of cutting back on costs, leading to less business, leading to more cost cuts is known as the product death spiral.
True
False
Question 20
1. What is the bundle purchase concept?
Learning how to understand what the customer wants
The consumer is buying only one product
The consumer wants not just one product, but many
None of the above
Question 21
1. Traditional marketing is all of the following except?
Advertising
Promotional events
Internet
Public relations
Question 22
1. In marketing, you need to consider the customers' wants and needs.
True
False
Question 23
1. According to the textbook, the standard product closes which gap?
Gap 2
Gap 3
Gap 1
Gap 4
Question 24
1. The core product is:
What management believes the customer wants
What the customer does not want
What the customer thinks they want
What the customer is really buying
Question 25
1. The growth stage of the product life cycle is not a time for product refinement.
True
False
Question 26
1. Sales-oriented companies and sales-oriented people are the ones who are truly successful in the highly competitive hospitality marketplace.
True
False
Question 27
1. All channels available between the firm and the target market that increase the probability of getting the customer to the product is:
The service mix
The distribution mix
The people mix
The process mix
Question 28
1. To be successful in marketing you need to focus mainly on
Marketing strategy
Low end marketing ideas
Demographics
The customer who is profitable
Question 29
1. Perception is ________ to the customer.
Nothing
Deception
Reality
Everything
Question 30
1. Data collection is divided into two parts: international and domestic trends.
True
False
Question 31
1. CRM stands for Customer Rotation Management.
True
False
Question 32
1. The pricing mix is how the customer values what is being offered and received.
True
False
Question 33
1. The "moment of truth" is when you realized the scope of your job.
True
False
Question 34
1. A frequency program focuses on the long-term business of customers.
True
False
Question 35
1. Which should you NOT do when handling a complaint?
Apologize for the mistake
Explain why you appreciate the complaint
Tell the customer it is not a big deal
Say thank you
Question 36
1. Needs analysis also means identifying other marketing problems.
True
False
Question 37
1. The different stages that a product goes through in its lifetime is known as:
The product life cycle
The product life span
The product timetable
None of the above
Question 38
1. Marketing, as defined by the textbook, involves
Maximizing your product to ensure that you make more money
Identifying consumer preferences
Identifying demographics
Deciding what the customer wants to pay
Question 39
1. Relationship/loyalty marketing can include:
Requiring that a company define its organization to support the value that individual customers want
Seeking to create new value for customers and share in the value created
Recognizing the value of customers over their purchasing lifetimes
All of the above
Question 40
1. What are the four P's?
Price, place, product, placement
Promotion, placement, product, place
Product, price, placement, promotion
Product, price, place, promotion
Question 41
1. SERVQUAL is used to demonstrate where gaps occur in service delivery.
True
False
Question 42
1. Marketing and management in a service business are the same.
True
False
Question 43
1. Marketing defines a customer's requirements so a product can be designed to fit that requirement.
True
False
Question 44
1. Perishability and fixed capacity affect:
Product life span
Product heterogeneity
Product size
Product availability
Question 45
1. External data pertains to each of the following EXCEPT:
Domestic trends
Growth
Environment
International trends
Question 46
1. Frequency programs and loyalty programs are the same.
True
False
Question 47
1. The plan of action set forth in a marketing plan that include time frames and who will implement the plan describes:
The segment action plan
The marketing action plan
The objective action plan
None of the above
Question 48
1. Operations orientation is
A style of management that uses the marketing concept
A style of management that focuses on the management of running an organization
A style of management that focuses on the execution of the operations to provide a smooth running organization
Both A and B
Question 49
1. Production and consumption occur at the same time in the hospitality industry.
True
False
Question 50
1. Empowerment of employees is particularly important in the hospitality industry.
True
False
Question 51
1. Strategy must come before management in strategic marketing.
True
False
Question 52
1. Repeat customers are important for the hospitality firm.
True
False
Question 53
1. Customer value has little to do with the attitudes and beliefs of the customer.
True
False
Question 54
1. It is important to understand the customer's needs when designing a product.
True
False
Question 55
1. Giving up something or making a sacrifice in order to get to a solution is part of the
Consumer marketing concept
Consumer trade-off map
Consumer trade-off model
None of the above
Question 56
1. Good leaders have to be willing to make choices that can affect the company and must be able to accept the consequences of their choices.
True
False
Question 57
1. Experiences can be easily replicated.
True
False
Question 58
1. Each is part of the loyalty circle EXCEPT:
Repeat customer services
Value
Communication
Process
Question 59
1. Goals put forth in a marketing plan must be realistic.
True
False
Question 60
1. Word of mouth marketing is attainable for services but not goods.
True
False
Question 61
1. ________ oriented companies and ________ oriented people are truly successful in a competitive hospitality marketplace.
Customer
Success
Business
Marketing
Question 62
1. The result of consuming all four components of the hospitality product is an experience.
True
False
Question 63
1. The master marketing strategy begins with a situational analysis.
True
False
Question 64
1. The combination of prices used by the firm to represent the value of the offering is known as the pricing mix.
True
False
Question 65
1. A guest room has the life span of 24 hours, this is an example of what?
Perishability
Heterogeneity
Inseparability
Intangibility
Question 66
1. The service sector produces how much of the GDP?
1/2
1/4
2/3
3/4
Question 67
1. ________ is the net profit received from doing business with a given customer during the time that the customer continues to purchase from the firm.
The lifetime value of a customer
Lifetime consumer value
The lifetime perception of the customer
The value of the customer
Question 68
1. Which is an example of a standard product with modifications?
Different prices
Different portion sizes of menu items
Different policies that are applied to the product
Doggie bags
Question 69
1. One division of a firm that may operate separately from the main organization is:
The strategic business unit
The human resource department
The marketing business unit
None of the above
Question 70
1. The process by which marketing strategies and substrategies are developed is known as:
The strategic marketing system model
The strategic marketing model
The marketing system model
The strategic system model
Question 71
1. A good marketing plan does not need to provide direction for the organization.
True
False
Question 72
1. The purpose of marketing is to
Bring in customers
Keep customers
Create and keep customers
None of the above
Question 73
1. Mission statements indicate:
If they are privately owned
The purpose of the company
What the company will do with the profit they make
Who is leading the company
Question 74
1. Relationship/loyalty marketing is applicable when there is an ongoing and periodic desire for service by the customer.
True
False
Question 75
1. Many companies do not have marketing strategies.
True
False
Question 76
1. Process is one of the seven P's.
True
False
Question 77
1. An important aspect of the product/service mix is the bundle purchase concept.
True
False
Question 78
1. Looking at the big picture, distributing resources and setting objectives describes:
Strategic planning
Strategic leadership
Strategic marketing
Strategic resources
Question 79
1. Which one of the following is NOT one of the key elements of a successful marketing plan?
It is workable
It is concise
It is reliable and flexible
It has measurable and achievable goals
Question 80
1. The three distinct elements that make up the service environment are:
Signs and symbols, weather, design
Layout, surrounding area, weather
Layouts, signs and symbols, weather
Surrounding area, layouts, signs and symbols
Question 81
1. Moving a customer from a state of awareness of your product to becoming an advocate who is loyal is known as:
The service model
The loyalty ladder
The loyalty circle
The service relationship model
Question 82
1. The customer was added to the 13 C's, which was absent in the original four P's.
True
False
Question 83
1. DMC stands for:
Debt Management Corporation
Destination Management Company
Destination Manager Corporation
Destination Meeting Company
Question 84
1. Which of the following is NOT part of the consumer trade-off model?
Product/service (solution)
Need (problem)
Price (sacrifice)
All of the above
Question 85
1. Advertising is the only aspect of the marketing process.
True
False
Question 86
1. A program that rewards guests with points, miles or stamps that can be redeemed or get discounts for products and services is known as:
A marketing program
A loyalty program
A frequency program
None of the above
Question 87
1. The combination of prices used by the firm to represent the value of the offering is:
The price strategy
The purchase pyramid
The pricing mix
The purchase mix
Question 88
1. Which of the following is NOT a way to close Gap 1?
Create a culture where complaints are welcome
Formal marketing research
Manage by walking around
All of the above are ways to close Gap 1
Question 89
1. One form of non-traditional marketing is:
Relationship marketing
Quality marketing
Loyalty marketing
Service marketing
Question 90
1. According to the textbook, strategy is the ability to:
Make and create a "fit" that helps you achieve your goal
Take advantage of opportunities to create new products
Make trade-offs
All of the above
Question 91
1. Services are considered intangible.
True
False
Question 92
1. Raising prices after the successful introduction phase of a product could potentially harm the business.
True
False
Question 93
1. A savvy firm must constantly review and reevaluate its marketing plans.
True
False
Question 94
1. According to TARP, if complaints are resolved quickly, complainants are more likely to make repeat purchases.
True
False
Question 95
1. Anytime an employee comes in contact with the guest is known as:
The hospitality product
The moment of realization
The moment of truth
The point of realization
Question 96
1. The question of standardization versus customization lies in the needs and wants of the marketplace.
True
False
Question 97
1. The component of the marketing plan that projects marketing expenses to be incurred for the forthcoming year is:
The marketing budget
The marketing forecast
The marketing objective
The marketing plan
Question 98
1. When a firm has to evaluate its competition, it should do so objectively.
True
False
Question 99
1. Some gaps that could be filled with a property needs analysis includes all of the following EXCEPT:
Property taxes
Occupancy
Market share
Food sales
Question 100
1. The competitive strategy is about being different.
True
False
Question 101
1. Which of these is NOT needed when conducting data analysis?
Market segments
Market position
Customer behavior
Financial data
Question 102
1. SWOT, also known as situational analysis, stands for:
Studies, weaknesses, opportunities, threats
Strengths, weaknesses, opportunities, threats
Strengths, weather, opportunities, threats
Strengths, weaknesses, opportunities, trends
Question 103
1. External data collection includes the environment which includes international and domestic trends.
True
False
Question 104
1. The mission statement of a firm does not include the vision of the firm.
True
False
Question 105
1. Value-added and value-recovery are two aspects of which part of the loyalty circle?
Value strategy
Value competition
Value service
Value creation
Question 106
1. Loyalty programs can quickly be added by any hospitality firm.
True
False
Question 107
1. Which of the following is part of the loyalty circle?
Value creation
Value perception
Value
Value loyalty
Question 108
1. The activities designed to deliver the desired services to the guest is:
The people mix
The process mix
The design mix
The controlling mix
Question 109
1. Mission statements are primarily for the CEO of a company.
True
False
Question 110
1. The RATER system is an acronym that stands for all of the following EXCEPT:
Resources
Assurance
Reliability
Tangible
Question 111
1. Creating customer value involves
Attitudes and beliefs
Beliefs and demographics
Demographics
Attitudes
Question 112
1. Which of the thirteen C's of marketing focuses on attracting those customers they are best able to serve?
Chain of relationships
Capabilities of the firm
Customization
Control of process
Question 113
1. Heterogeneity of service refers to the variation and lack of uniformity in the service being performed.
True
False
Question 114
1. Any company competing for the same customer with the same or similar product is:
Market strategy
Expectation
Competition
Data collection
Question 115
1. The marketing plan has to remain simple and easy to execute.
True
False
Question 116
1. The component of the hospitality product that management has almost direct control over is:
The physical product
The service product
The service environment
The service delivery
Question 117
1. The five submixes of the hospitality marketing mix are: product/service, presentation, pricing, communications and distribution.
True
False
Question 118
1. Word of mouth is not important to consumers.
True
False
Question 119
1. Customer needs are not an important aspect of the marketing concept.
True
False
Question 120
1. When McDonald's used the term "QSC", this stands for
Quantify, service, cleanliness
Quality, service, cleanliness
Quality, service, competition
Quantity, service, competition