Deck 3: The Marketing Mix and the Productservice Mix

Question 1

The distribution mix is all of the channels available between hospitality firms and their target market that increases the chance of a customer purchasing a product.

Answer 1

True

Question 2

The communications mix is the combination of products and services, whether free or for sale, that are aimed at satisfying the needs of the target market.

Answer 2

False

Question 3

The product/service mix is the combination of prices that customers pay for products or services.

Answer 3

False

Question 4

The pricing mix is the combination of prices that customers pay for products or services.

Question 5

Customized products are not aimed to fit a customer's specific needs

Question 6

Product life cycles are the same in all parts of the world.

Question 7

The growth stage is not the time of product refinement.

Question 8

The presentation mix is all of the elements used by the hospitality firm to increase the tangibility of the product or service mix in the perception of the target market at the right place and time.

Question 9

The four Ps of marketing are product, price, place and production.

Question 10

The core product is what the customer is really buying and can include abstract and intangible attributes.

Question 11

The four Ps are just as relevant to the marketing of services as they are to the marketing of goods.

Question 12

Creation by Renaghan of the product/service mix, presentation mix and communications mix gives marketers another way to examine the marketing mix.

Question 13

An important aspect of the product/service mix is the bundle purchase concept.

Question 14

In the four Ps of the marketing mix, "place" refers to distribution of the product/service.

Question 15

The distribution mix is applied the same to goods and services.

Question 16

The formal product can be defined as what customers think they are buying.

Question 17

The development of a new product or service should start with customers' wants, needs, and problems.

Question 18

The decline stage of the product life cycle can sometimes include a "death spiral."

Question 19

Customized products are based on the premise of designing the product to fit specific needs of a particular target market or even one individual's needs.

Question 20

The customer is added in to the 13 Cs, which was absent in the original four Ps.

Question 21

Which of the following best defines the pricing mix?

A) The combination of prices used by the firm to represent the value of the offering
B) The combination of products and services, whether free or for sale, that are factually offered to satisfy the needs of the target market
C) All communications between the firm and the target market that increase the tangibility of the product or service
D) All channels available between the firm and the target market that increase the probability of getting the customer to the product
E) All of the elements used by the firm to increase the tangibility of the product or service mix in the perception of the target market at the right place and time

Question 22

The six elements of presentation mix are:

A) Physical plant, location, atmospherics, price, employees, customers
B) Tangibility, location, physical plant, distribution, atmospherics, relationships
C) Selling, products, communications, physical plant, price, location
D) Atmospherics, location, price, distribution, communications, segments

Question 23

Which is an example of the core product?

A) Experience
B) Celebration
C) Atmosphere
D) All of the above

Question 24

The bundle purchase concept does not include which of the following?

A) Augmented product
B) Used product
C) Core product
D) Formal product

Question 25

Which of the following best defines formal product?

A) It is the totality of all benefits received or experienced by the customer
B) It is what the customers think they are buying and can be defined as what the customer can easily articulate
C) It is what the customer is really buying and often consists of abstract and intangible attributes
D) All of the above define formal product

Question 26

Which of the following are the five sub-mixes of the hospitality marketing mix?

A) Presentation, pricing, distribution, purchasing, tangibility
B) Product/service, presentation, pricing, communications, distribution
C) Selling, public relations, placement, purchasing, pricing
D) Pricing, placement, distribution, publicity, accounting

Question 27

All of the channels available between the firm and the target market that increase the probability of getting the customer to the target product is known as the:

A) Pricing mix
B) Presentation mix
C) Distribution mix
D) All of the above

Question 28

PLC stands for what?

A) People learning curve
B) Premium life cycle
C) Product life cycle
D) Price life cycle

Question 29

Which of the following best defines the hospitality product/service mix?

A) All of the elements used by the firm to increase the tangibility of the product or service mix in the perception of the target market at the right place and time
B) The combination of prices used by the firm to represent the value of the offering
C) The combination of products and services, whether free or for sale, that are factually offered to satisfy the needs of the target market
D) All channels available between the firm and the target market that increase the probability of getting the customer to the product
E) All communications between the firm and the target market that increase the tangibility of the product or service

Question 30

Which of the following are the stages of the product life style?

A) Introductory, growth, mature, ancient
B) Birth, growth, mature, decline
C) Birth, growth, mature, ancient
D) Introductory, growth, mature, decline

Question 31

Which of the following best defines the distribution mix?

A) All communications between the firm and the target market that increase the tangibility of the product or service
B) All of the elements used by the firm to increase the tangibility of the product or service mix in the perception of the target market at the right place and time
C) The combination of products and services, whether free or for sale, that are factually offered to satisfy the needs of the target market
D) All channels available between the firm and the target market that increase the probability of getting the customer to the product
E) The combination of prices used by the firm to represent the value of the offering

Question 32

An important feature of the product/service mix is the bundle purchase concept. The bundle is broken down into which three parts?

A) Formal, core, augmented
B) Atmospherics, employees, physical plant
C) Purchasing, placement, pricing
D) Combination, pricing, location

Question 33

Which of the following is not one of the four Ps?

A) People
B) Product
C) Price
D) Place

Question 34

A communications mix is:

A) All of the elements used by the firm to increase the tangibility of the product/service mix
B) All communications between the firm and the target market that increase tangibility of the product/service
C) A combination of prices used by the firm to represent the value of the offering
D) Highly tangible elements that increase the tangibility of the product/service

Question 35

One example of a management decision that could potentially harm a business after a successful introduction phase is:

A) Raising prices of alcoholic beverages
B) Offering free coffee with the purchase of a meal
C) Making sure every customer is satisfied with his experience
D) Lowering menu prices of items that are selling well

Question 36

The marketing mix involves:

A) Creating a mix of television and radio ads to sell a product
B) Mixture of selling and advertising to get target segments to visit an establishment
C) Developing and implementing a mix of marketing activities directed toward target segments
D) Various stages that marketing goes through in a business

Question 37

Life cycles of products can vary between:

A) 7 days to 700 years
B) Six months to 100 years
C) 2 to 50 years
D) It is impossible to determine

Question 38

Which of the following best defines the presentation mix?

A) All communications between the firm and the target market that increase the tangibility of the product or service
B) The combination of prices used by the firm to represent the value of the offering
C) All of the elements used by the firm to increase the tangibility of the product or service mix in the perception of the target market at the right place and time
D) All channels available between the firm and the target market that increase the probability of getting the customer to the product
E) The combination of products and services, whether free or for sale, that are factually offered to satisfy the needs of the target market

Question 39

The original hotels of Holiday Inn are an example of:

A) Standard products
B) Standard products with modifications
C) Customized products
D) Both A & C

Question 40

All of the elements used by the hospitality firm to increase the tangibility of the product/service mix in the perception of the target market are known as:

A) Presentation mix
B) Pricing mix
C) Communications mix
D) Distribution mix

Question 41

TQM stands for:

A) The quality market
B) Timely quality management
C) Total quality marketing
D) Total quality management

Question 42

All are characteristics of the mature stage except:

A) Good repeat business
B) Leveling off sales levels
C) Settling down of the operation
D) Death spiral

Question 43

What are five of the thirteen Cs of loyalty marketing? Provide a detailed example of five of the thirteen. Be sure your answer includes examples of firms practicing or not practicing the Cs.

Question 44

It is most important to recognize the stage of the product life cycle where your product resides in order to:

A) Anticipate and plan for change
B) Relay to investors
C) Plot it on the product life cycle curve
D) Relay to management
E) A & D

Question 45

The Product Life Cycle stage that includes a product's entry into the marketplace is the:

A) Maturity stage
B) Growth stage
C) Introductory stage
D) Decline stage

Question 46

The proper order of the Product Life Cycle stages is:

A) Introduction, growth, maturity, decline
B) Growth, introduction, maturity, decline
C) Introduction, maturity, growth, decline
D) None of the above

Question 47

Product offerings can be presented as:

A) Standard product
B) Customized products
C) Standard products with modifications
D) A & C
E) All of the above

Question 48

Starbucks coffee shops offer very successful standard products with modifications. One example might be:

A) Iced coffee blended beverages
B) Decaf modification to a standard latte
C) Alliances with other companies products, such as Dreyers ice cream that are add-ins to existing and new beverages.
D) A & C
E) All of the above

Question 49

Product life cycles do not always follow the .

A) Convex curve
B) S-shaped curve
C) C-shaped curve
D) Concave curve
E) Flat line pattern

Question 50

The stage that does not create interest, but maintains it is:

A) Maintenance stage
B) Infant stage
C) Product stage
D) Maturity stage

Question 51

Name the stages a product goes through in its life cycle. Provide an example of what might happen in each phase and how to identify each phase.

Question 52

The Quiet Zone by Crowne Plaza which includes drape clips, sleep CDs and ear plugs is an example of:

A) A standard product with modifications
B) A customized product with modifications
C) A customized product
D) A standard product