Deck 13: The Hospitality Pricing Mix

Question 1

Repositioning is an uncommon practice today.

Answer 1

False

Question 2

Branding is particularly important for hospitality firms that wish to franchise, gain management contracts or acquire capital.

Answer 2

True

Question 3

In order to position or reposition a product or service, a marketer must do a thorough situation analysis.

Answer 3

True

Question 4

Effective positioning will create an image for the product or service, differentiate the brand from the product class and promise the benefit the customer will receive.

Question 5

A firm's position can become unclear if it tries to be all things to all people.

Question 6

Morton's salt used the slogan, "When it rains, it pours" to differentiate Morton's salt on the basis of its physical characteristic of being free-flowing.

Question 7

Positioning maps can be used to determine strategies vis-à-vis the competition as well as aid in analyzing the firm's own internal position using attributes and benefits.

Question 8

Because tangibles are so difficult to differentiate, to be competitive in the hospitality industry we have to market the intangible aspects of the product or service.

Question 9

Objective attributes are concerned with the objective attributes of the physical product, including the physical characteristics and functional features.

Question 10

According to the textbook, salient attributes are those that are "top of mind."

Question 11

Subjective positioning is concerned with both the physical attributes of the product as well as the non-physical attributes that create the image as it is perceived by the customer.

Question 12

Positioning is how an individual brand is perceived by the consumer, not relative to other brand images the consumer might already have.

Question 13

Attributes can be further categorized by: salience, importance and amenities.

Question 14

According to the textbook positioning is so important that it should be a single-minded concept, an umbrella from which everything else in the organization flows.

Question 15

The term "commodity status" means your product has risen above the competition by being unique and different.

Question 16

Market positioning is about creating the perception that the firm is best able to solve the customer's need.

Question 17

One approach is to position by price/quality.

Question 18

The first step in repositioning is to determine your present position.

Question 19

Positioning is only used in the context of advertising.

Question 20

Effective positioning will create an image, differentiate itself and promise a benefit.

Question 21

When is repositioning necessary?

A) When the hospitality firm is in an unacceptable position
B) When the product is not used or subjective
C) When the product is not meeting the customers' needs and wants
D) When the hospitality firm is trying to appeal to a new market segment
E) Both A & D

Question 22

Which type of positioning is concerned with the physical characteristics and functional features of a product?

A) Competitive positioning
B) Objective positioning
C) Tangible positioning
D) Subjective positioning

Question 23

What customer attributes are important when positioning?

A) Importance
B) Determinance
C) Salience
D) All of the above

Question 24

In what way does perceptual mapping help the marketer?

A) Understanding the similarities and dissimilarities between competing product/services
B) Positioning or repositioning a product in the market place
C) Understanding how competing product/services are perceived by the target markets in terms of strengths and weaknesses
D) Tracking the progress of a marketing campaign on the perceptions of the target markets
E) All of the above

Question 25

According to Dr. Aaker, what are the major asset categories for brand equity?

A) Brand loyalty, perceived quality, brand associations and brand distribution
B) Brand name awareness, brand loyalty, perceived quality and brand associations
C) Brand integrity, quality service, brand recognition and brand name awareness
D) None of the above

Question 26

How many major types of positioning were discussed in Chapter 13?

A) 1
B) 2
C) 3
D) 4

Question 27

Which of these is concerned about the customer's mental perception of the product or service?

A) Competitive positioning
B) Subjective positioning
C) Tangible positioning
D) Objective positioning

Question 28

Which attribute is closely related to customer preferences or actual purchase decisions?

A) Salient attributes
B) Importance attributes
C) Determinant attributes
D) All of the above

Question 29

Although location and amenities were important for business travelers, what was the most important determinant of value?

A) Dependability
B) Brand recognition
C) Price
D) Consistency

Question 30

Tangible positioning is particularly important because the hospitality industry's product has almost reached
status. For example, hotel rooms in the same product class are almost exactly alike.

A) Commodity
B) Salient
C) Objective
D) Subjective

Question 31

According to Dr. Aaker, what is the meaning of brand equity?

A) Different company brands are grouped in categories of value, quality, and recognition
B) A set of various brands that have the same quality as one firm, when compared and contrasted with other brands
C) A set of assets (and liabilities) linked to a brand's name and symbol that adds to (or subtracts from) the value provided by a product or service to a firm and/or that firm's customers
D) All of the above

Question 32

Which attribute is the "top of the mind," or comes to mind when you think of an object?

A) Determinant attributes
B) Importance attributes
C) Salient attributes
D) None of the above

Question 33

are essential and necessary, but as soon as they reach a certain level of acceptance, they become secondary.

A) Salient attributes
B) Tangibles
C) Intangibles
D) Determinance attributes

Question 34

In the Ten Guidelines for Building Strong Brands, what does execution mean?

A) To carry out the requirements in order to reach our target market
B) To carry out the proper programs for customers in order to ensure the organization's healthy growth
C) To carry out the communication program so that it not only is on target with the identity and position but it achieves brilliance and durability
D) To compete with other firms and have a better competitive advantage toward others

Question 35

What is the natural follow-through of market segmentation and target marketing?

A) Advantage positioning
B) Competitive positioning
C) Salient positioning
D) Market positioning

Question 36

What does the development of multiple brands provide?

A) Growth
B) Protection from the competition against a single brand
C) Consistency
D) Reliability
E) Both A & B

Question 37

When it comes to brand marketing, what is an advantage for the firms through the internet?

A) The firms will expand their service and convenience for the customers
B) The customer will most likely examine only hotels they are familiar with and ignore the rest
C) It brings branded properties wider recognition as they can afford to pay the necessary fees to get better placement on the search engine page
D) Both B & C

Question 38

The two main types of positioning in marketing are:

A) Objective and subjective
B) Salient and determinance
C) Objective and rejective
D) Salient and evoked

Question 39

What is the "vis-à-vis the competition" positioning approach?

A) Comparing similarities of one company with the other companies in the market
B) Doing research on the competitive organizations and using similar ideas for another organization
C) This approach brings out differences in services in relation to the competition's services
D) None of the above

Question 40

In order to have an effective positioning approach to the customer, what must the company do?

A) Promise the benefit the customer will receive
B) Offer a solution to the customer's problem
C) Create the expectation
D) All of the above

Question 41

The "art of repositioning" rests on:

A) A change of staff
B) A change of heart
C) A change of image
D) A change of management

Question 42

The textbook used Carnival Cruise Lines as an example of a company that has created different products to cater to different market segments. Discuss the importance of creating multiple brands and provide an example that was discussed in the book or from your experience.

Question 43

The procedures for repositioning follow the order:
I. Measure to see if the position has significantly changed in the desired direction
II. Initiate the repositioning campaign based on the three criteria of effective positioning
III. Make sure the product is truly different for the repositioning
IV. Determine what position you wish to occupy
V. Determine the present position

A) V, III, IV, II, I
B) V, IV, III, II, I
C) VI, V, III, II, I
D) I, II, III, IV, V

Question 44

Internal positioning analysis:

A) Can use positioning maps
B) Examines the firm's own position based on attributes or benefits
C) Can reveal where a firm's operation may be failing internally
D) Both B & C
E) All of the above

Question 45

The text offered a detailed description of twelve different companies owned by Carnival Cruise Lines as an example of:

A) Multiple brands and product positioning success
B) Multiple brands and product positioning failure
C) A hotel restaurant branding success
D) A hotel restaurant branding failure

Question 46

Positioning is in:

A) The product
B) Management's mind
C) The brand
D) The customer's mind

Question 47

What are the different kinds of hospitality positioning? Give examples of each to help explain the concepts.

Question 48

For good positioning a firm should:

A) Differentiate itself
B) Create an image
C) Promise a benefit
D) All of the above

Question 49

McDonald's - I'm Loving It/Motel 6's - We'll Leave the Light on For Ya/Nike - Just Do It.
The above statements are all examples of:

A) Determinant statements
B) Salient statements
C) Objective statements
D) Positioning statements

Question 50

Kentucky Fried Chicken changing its name to KFC and offering its first non-fried products is an example of:

A) Expositioning
B) Positioning
C) Repositioning
D) Depositioning

Question 51

According to the text, in the United States approximately of hotel properties are branded.

A) 50%
B) 25%
C) 70%
D) 85%

Question 52

When it comes to competitive positioning, most hospitality companies today focus too closely on competition and not enough on competition.

A) Immediate adjacent; emerging and global
B) Covert; intense
C) Intense; covert
D) Emerging and global; immediate adjacent