Deck 14: Market Positioning and Branding

Question 1

A hotel's light- blocking curtains would be an example of a attribute to customers who are making a purchase.

A) Objective
B) Salient
C) Determinant
D) Importance

Answer 1

D

Question 2

Choose the statement that is not a result of hospitality companies utilizing branding in their product offering:

A) Subsidized franchise fees
B) Spread out costs among properties
C) Higher revenue
D) Higher RevPAR

Answer 2

A

Question 3

A hotel that positions itself on having Le Cirque as their in- house restaurant is an example of:

A) Differentiation
B) Subjective positioning
C) Rejective positioning
D) Objective positioning

Answer 3

B

Question 4

To appeal to a new market segment, a hospitality firm may try to it's brand.

A) Position
B) Determine
C) Tangibilize
D) Reposition

Question 5

Determinant attributes differ from salient attributes in that determinant attributes:

A) Create the benefit bundle
B) Get attention and create awareness
C) Are more important than salient attributes
D) Actually persuade customers to make a choice

Question 6

A company's positioning statement affects the entire operation of the company.

Question 7

Image is one of two important criteria for effective positioning. The other is:

A) A promised benefit
B) Tangibility of the product
C) Having a product that is both salient and determinant
D) An objective positioning statement

Question 8

A hotel that positions itself on it's in- ground pool is an example of a positioning.

A) Objective
B) Rejective
C) Differentiation
D) Subjective

Question 9

Objective positioning uses customer perceptions when positioning the brand.

Question 10

How is market segmentation relating to branding?

A) Market segmentation prevents brands from developing bad concepts
B) Branding allows a company to selectively choose who they would like as their customers
C) Branding provides an alternative to companies having to segment their markets
D) Different brands are adapted to different market segments

Question 11

A company must understand its target markets before positioning is built.

Question 12

Why do hospitality companies develop multiple brands?

A) To increase their revenues and cut their costs
B) To grow their brands
C) To segment their markets
D) Both B and C

Question 13

The main objective of positioning is:

A) To maximize revenue from customers
B) To create the perception that the organization can best solve the customer's problems
C) To create a standout product in customer's minds
D) All of the above

Question 14

Salient factors are most used in marketing to:

A) Create a benefit bundle that will lead to determinance
B) Get attention and create awareness
C) Base a product's positioning on
D) Persuade customers to make a choice

Question 15

A hotel's AAA Five Diamond award is an example of a(n) attribute to a customer when making a purchase decision.

A) Salient
B) Objective
C) Determinant
D) Importance

Question 16

Important factors are often used to arouse interest in a product and they lead to salient customer decisions.

Question 17

To subjectively position tangible features, a marketer must use intangible images.

Question 18

"Sell the sizzle, not the steak" is an example of marketing a(n) element.

A) Tangible
B) Subjective
C) Objective
D) Intangible

Question 19

A danger with having multiple brands positioned as individual companies is:

A) There are no dangers
B) They generate a high amount of costs to run each brand separately
C) Developing positioning statements for each is more complex
D) The brands cannibalize each other

Question 20

A strong brand is a brand that:

A) Has a consistent identity
B) Meets quality standards
C) Is synergistic with the other brands in a company's portfolio
D) All of the above

Question 21

To position successfully, a company must focus entirely on recognizing the marketplace.

Question 22

Branding is done only for companies with multiple properties or establishments.

Question 23

Salient, important, and determinant attributes are all complimentary to each other.

Question 24

Developing multiple brands protects against competition.

Question 25

Today, the most common way for hotel companies to brand their hotel F&B is to lease the space for a flat fee.