Deck 3: The Marketing Mix and the Productservice Mix

Question 1

Process is one of the seven P's.

Answer 1

True

Question 2

The different stages that a product goes through in its lifetime is known as:

A) The product life span
B) The product life cycle
C) The product timetable
D) None of the above

Answer 2

B

Question 3

According to the textbook, the standard product closes which gap?

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

Answer 3

C

Question 4

Raising prices after the successful introduction phase of a product could potentially harm the business.

Question 5

Which of the thirteen C's of marketing focuses on attracting those customers they are best able to serve?

A) Control of process
B) Customization
C) Chain of relationships
D) Capabilities of the firm

Question 6

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

Question 7

The combination of prices used by the firm to represent the value of the offering is known as the pricing mix.

Question 8

The five submixes of the hospitality marketing mix are: product/service, presentation, pricing, communications and distribution.

Question 9

The growth stage of the product life cycle is not a time for product refinement.

Question 10

The core product is:

A) What management believes the customer wants
B) What the customer is really buying
C) What the customer thinks they want
D) What the customer does not want

Question 11

The spiral of cutting back on costs, leading to less business, leading to more cost cuts is known as the product death spiral.

Question 12

Which is an example of the introductory stage of the product life cycle?

A) Staying close to the current customer while seeking out new markets
B) Reflagging an existing hotel and investing money in refurbishment
C) Raising prices and cutting costs as the product slips and business declines
D) Listening to customers and employees for constant improvement of the product

Question 13

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

A) The distribution mix
B) The process mix
C) The people mix
D) The service mix

Question 14

The four P's of marketing encompass hospitality products and services well.

Question 15

What is the bundle purchase concept?

A) The consumer wants not just one product, but many
B) The consumer is buying only one product
C) Learning how to understand what the customer wants
D) None of the above

Question 16

What are the four P's?

A) Promotion, placement, product, place
B) Price, place, product, placement
C) Product, price, place, promotion
D) Product, price, placement, promotion

Question 17

The customer was added to the 13 C's, which was absent in the original four P's.

Question 18

The activities designed to deliver the desired services to the guest is:

A) The design mix
B) The people mix
C) The controlling mix
D) The process mix

Question 19

The question of standardization versus customization lies in the needs and wants of the marketplace.

Question 20

Which is an example of a standard product with modifications?

A) Different portion sizes of menu items
B) Different policies that are applied to the product
C) Different prices
D) Doggie bags