Deck 7: Understanding Individual Customers

Question 1

Cognitive dissonance is a state of mind where attitudes and behaviors align.

Answer 1

False

Question 2

The leisure market is comprised of travelers who individually, in couples, in families or in small groups visit a hotel or restaurant non-business.

Answer 2

True

Question 3

When customers begin a search process, they are looking for a solution to their problems

Answer 3

True

Question 4

The buying decision process as outlined in the text begins with the customer's search process.

Question 5

Hospitality customers have exactly the same behaviors as those who purchase other goods.

Question 6

Understanding the customer begins with five generally agreed upon tenets of consumer behavior.

Question 7

What a marketer perceives is what the customer perceives.

Question 8

A reference group may be defined as people who use the stages of selectivity to make wise decisions while shopping.

Question 9

Segmenting hospitality customers is a way of grouping based on customers' wants and needs.

Question 10

Creating beliefs is much easier than changing them.

Question 11

The behavior of a customer is a process and the act of buying is only an intermediate stage in that process.

Question 12

Attitudes are the cognitive component on the belief, attitude, intention trilogy that customers often follow.

Question 13

Consumer behavior is a process and many influences affect this process both before and after the act of purchase.

Question 14

Maslow was a psychologist who explained how people are motivated.

Question 15

There is no need for education of the customer since they know what is best for them and they make wise choices for themselves.

Question 16

The leisure traveler group contains the greatest "demanders."

Question 17

The business traveler is defined as a customer who is utilizing the product because of a need to conduct business in a particular destination area.

Question 18

A reference group is a group that assists a researcher with a literature review.

Question 19

It is necessary to select and understand our target markets before effective and efficient positioning strategies can be developed.

Question 20

Behavior theories are important in hospitality because they help us to explain why certain behaviors occur.

Question 21

The process of selective choice goes in which order?

A) Selective acceptance, selective retention, selective comprehension, selective acceptance
B) Selective attention, selective comprehension, selective acceptance, selective retention
C) Selective comprehension, selective acceptance, selective attention, selective retention
D) None of the above

Question 22

Which statement is correct regarding the "hierarchy of needs"?

A) The higher level needs have to be met before the lower-level needs.
B) People seek to satisfy only one need at a time.
C) The lower level needs have to be met before the higher level needs.
D) Our safety needs of security and protection have to be met first before the rest are satisfied.

Question 23

Perception is .

A) The truth
B) Reality
C) A lie
D) A façade

Question 24

Resort guests are about:

A) 1/2 business travelers
B) 1/4 pleasure travelers
C) 2/3 pleasure travelers
D) 1/4 mature travelers

Question 25

The most important factor that influences a business traveler's decision to stay at a particular hotel is:

A) Amenities
B) Food and Beverage Offerings
C) Price
D) Location

Question 26

Behavior is a reaction to the environment; this is:

A) Behavior primacy theory
B) Theory of behavior
C) Behavior theory
D) Primacy Theory

Question 27

A package is defined as:

A) Coupons to a nearby retailer
B) A welcome gift upon arrival
C) A bundling of goods and services
D) All of the above

Question 28

Which theory holds that behavior is a reaction to the environment?

A) Primary behavior theory
B) Prime behavior theory
C) Behavior primacy theory
D) Behavior primate theory
E) None of the above

Question 29

When developing packages, one should:

A) Ensure packages are hassle free
B) Offer something that someone may not request but want
C) Imply that the price is cheaper than the sum of the individual parts
D) None of the above
E) All of the above

Question 30

Cognitive dissonance is defined as:

A) A state of mind in which attitudes and behaviors don't mesh
B) A state of mind in which attitudes and behaviors do mesh
C) Thoughts that get meshed together
D) None of the above

Question 31

FIT stands for:

A) First independent travelers
B) Fine independent travelers
C) Fit independent travelers
D) None of the above

Question 32

Best Western suggested that their hotels do which of the following to cater to the "mature traveler"?

A) Always depict older customers as active, healthy and involved
B) Keep ads and collateral pieces upbeat and positive
C) Use language that is sensitive to mature audiences
D) Emphasize convenience
E) All of the above

Question 33

The process of selective choice represents a hierarchy. The four stages of selectivity are:

A) Attention, comprehension, acceptance and retention
B) Accumulation, comprehensive, acceptance and renovation
C) Accuracy, comprehension, acceptance and retention
D) Accuracy, comprehensive, acceptance and renovation

Question 34

Travelers can be segmented into:

A) Resort and package travelers
B) Pleasure travelers
C) Business travelers
D) All of the above

Question 35

A reference group may be defined as:

A) People who influence a person's attitude
B) People who influence a person's values
C) People who influence a person's opinion
D) All of the above

Question 36

The "hierarchy of needs" is introduced by whom?

A) Abraham Maslow
B) Carl Jung
C) John B. Watson
D) Wilhelm Wundt

Question 37

The process of selective choice is as follows:
I. Selective retention
II. Selective comprehension
III. Selective attention
IV. Selective acceptance

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

Question 38

Perceptions lead to beliefs, which in turn affect:

A) Attitude
B) Behavior
C) Personality
D) Expectations

Question 39

According to Maslow's hierarchy of needs:

A) Safety must be met before hunger
B) Safety must be met before thirst
C) Security must be met before hunger
D) Security must be met before thirst
E) None of the above

Question 40

What does FIT stand for?

A) Free international traveler
B) Free individual traveler
C) All of the above
D) None of the above

Question 41

What is Maslow's hierarchy, what are the different levels, and why is this important to the hospitality marketer?

Question 42

A major part of the pleasure traveler is made up of:

A) High school students
B) Family travelers
C) Singles
D) None of the above

Question 43

There are many overlooked and underserved niches within the family travel market, including:

A) Gay/lesbian family travel
B) Single parent travel
C) Multi-generational travel
D) Grandparent/grandchild travel
E) All of the above

Question 44

It is important for the firm to understand the buying decision process in order to it.

A) Overthrow
B) Advocate
C) Influence
D) Suppress

Question 45

Grouping various types of hospitality customers based on common needs and wants is called:

A) Selecting
B) Segmenting
C) Segregating
D) Serving

Question 46

Briefly outline the major stages in the buying decision process and how the customer might proceed through each stage.

Question 47

The is a way to attract customers during low-demand periods.

A) Perk market
B) Packing market
C) Pack-up market
D) Package market

Question 48

beliefs is much easier than them.

A) Separating; organizing
B) Changing; creating
C) Organizing; separating
D) Creating; changing

Question 49

In Maslow's hierarchy of needs:

A) Top levels need to be satisfied first
B) There is no order to the hierarchy
C) Lower levels need to be met first
D) None of the above

Question 50

The ultimate endpoint of the buying decision process is:

A) Repeat purchase
B) Brand advocacy and word-of-mouth
C) The loyalty circle
D) Satisfaction

Question 51

Beliefs derive from:

A) Attitudes
B) Objects
C) Maslow
D) Perceptions