Deck 1: Introduction: Marketing for Hospitality and Tourism

Question 1

A product can be:

A) Tangible or intangible
B) Tangible only
C) Intangible only
D) Tangible and intangible

Answer 1

A

Question 2

When hotel management establishes no-smoking floors, bar managers no longer allow happy hours with free drink specials, and resort managers eliminate pollution from their properties, the ________ concept is being employed.

A) Societal marketing
B) Marketing
C) Manufacturing
D) Product

Answer 2

A

Question 3

One of the biggest nonmonetary costs for hospitality customers is ________.

A) Sentiments
B) Resources
C) Energy
D) Time

Answer 3

D

Question 4

The Forum Company found that the cost of retaining a loyal customer is just ________ percent of the cost of attracting a new one.

A) 20
B) 30
C) 40
D) 50

Question 5

A company's ________ is the set of benefits or values it promises to deliver to consumers to satisfy their needs.

A) Mission statement
B) Quality proposition
C) Value Proposition
D) Value Promise

Question 6

Relationship marketing is a process where marketers work at building relationships with customers, distributors, dealers and:

A) Suppliers
B) Competitors
C) Managers
D) Trade associations

Question 7

It is wise to assess the customer's ________ value and take appropriate actions to ensure a customer's long-term support.

A) Money
B) Long-term
C) Intrinsic
D) Market

Question 8

A ________ is anything that can be offered to a market to satisfy a want or need.

A) Service
B) Concept
C) Choice set
D) Product

Question 9

The two main industries that comprise the activities we call tourism are:

A) The restaurant and cruise industries
B) The hotel and restaurant industries
C) The hospitality and marketing industries
D) The hospitality and travel industries

Question 10

One of the biggest nonmonetary costs for hospitality customers is ________.

A) Sentiments
B) Resources
C) Energy
D) Time

Question 11

The social and managerial process by which individuals and groups obtain what they need through creating and exchanging products and value with others is called:

A) Economics
B) Marketing
C) Sales
D) Commerce

Question 12

Instead of simply being defined as "freedom from defects," QUALITY should be defined:

A) In terms of total sales
B) In terms of employee satisfaction
C) In terms of product specifications
D) In terms of customer satisfaction

Question 13

________ is the act of obtaining a desired object from someone by offering something in return.

A) Marketing
B) Transaction
C) Exchange
D) Sales

Question 14

Building strong economic and social ties with customers by delivering high-quality products and services is the foundation of:

A) Total quality management
B) Return on quality
C) Relationship marketing
D) The manufacturing concept

Question 15

Which of the following is NOT part of the four-p framework of marketing?

A) Product
B) Pricing
C) Placement
D) Promotion

Question 16

When backed by buying power, wants become:

A) Demands
B) Desires
C) Satisfied
D) Needs

Question 17

The most basic concept underlying marketing is that of:

A) Understanding
B) Buying power
C) Needs
D) Customer

Question 18

Marketing mix elements include all of the following EXCEPT:

A) Marketing information systems
B) Price
C) Promotion
D) Distribution

Question 19

A ________ is a state of felt deprivation.

A) Need
B) Demand
C) Want
D) Desire

Question 20

Which is NOT a purpose of marketing in a customer-centered firm?

A) To generate customer value
B) To maximize customer satisfaction
C) To improve relationship marketing
D) To maximize company revenue

Question 21

The hospitality industry is the second largest employer in the United States.

Question 22

Define marketing. How does this definition differ from the general perception of marketing?

Question 23

Explain a marketer's value proposition.

Question 24

A market is only the set of actual, not potential, buyers who have transacted with a seller.

Question 25

The simplest definition of marketing is delivering customer satisfaction at a profit.

Question 26

Illustrate with example the concept of customer equity.

Question 27

The practical definition of a marketing manager is one of a person focused entirely on finding enough customers to buy the company's current output.

Question 28

The two main industries that comprise what we call tourism are the hospitality and restaurant industries.

Question 29

The production concept holds that consumers will favor products that are ________ and highly ________, and therefore management should focus on production and distribution efficiency.

A) Available, affordable
B) Available, qualitative
C) Popular, affordable
D) Popular, qualitative

Question 30

The selling concept holds that consumers will not buy enough of the organization's products unless the organization undertakes a large ________ and ________ effort.

A) Advertising, promotion
B) Advertising, marketing
C) Marketing, promotion
D) Selling, promotion

Question 31

"Quality" could be defined as the features and characteristics of a product that bear on its ability to satisfy customer needs.

Question 32

Describe each of the five marketing management orientations and identify which of these appears to be best for society.

Question 33

The ________ describes a channel that stretches from raw materials to components to final products that are carried to final buyers.

A) Production cycle
B) Supply chain
C) Product marketing
D) Product placement

Question 34

There is no current evidence to suggest long-term customers are more profitable than new customers.

Question 35

During recessions or oil shortages people rarely travel.

Question 36

Under the product concept, marketing strategy focuses on making continuous product ________.

A) Improvements
B) Promotions
C) Advertisements
D) Advertisement and promotions

Question 37

In choosing among products, the guiding principle of most consumers is customer value - the most benefit for the price.

Question 38

The product concept holds that customers prefer existing products, and the job of management is to development good versions of these existing products.

Question 39

________ are highly loyal but not very profitable.

A) Strangers
B) Butterflies
C) True Friends
D) Barnacles

Question 40

What is the key to lasting customer relationships? How is this linked to higher lifetime value and increased customer equity?