Deck 21: Destination Marketing

Question 1

Marketing plans are not as common in smaller businesses as they are in large hotel or restaurant chains.

Answer 1

True

Question 2

According to the template in the text, the marketing plan begins with the overall mission statement and ends with marketing controls.

Answer 2

True

Question 3

The PKF study detailed in the textbook found hotels decreasing marketing budgets in 2004 as hotels shifted marketing dollars from person- to- person selling to advertising.

Answer 3

False

Question 4

The mission and marketing position statement is a narrowly defined statement of objectives at the unit level.

Question 5

Making an accurate marketing forecast is one of the most difficult responsibilities of the marketing plan.

Question 6

Good data collection for a marketing plan would include examining the internal environment, including "hard" data, resource strengths and weaknesses, and the strength of the management team.

Question 7

Monitoring the performance of the marketing plan takes place only at the end of the marketing year.

Question 8

The marketing budget should be a fluid tool and flex with changes in the marketing plan.

Question 9

A successful marketing plan will be static despite rapid industry changes in order to avoid chasing trends and being time inefficient.

Question 10

The marketing budget is a fluid tool, responding to changes in the marketing plan throughout the year.

Question 11

A good test of a marketing plan will ask "How will the customer be served?"

Question 12

Another PKF study showed most hotels spend most of their marketing dollars on labor- related expenses.

Question 13

A marketing plan is a "working document" that a firm develops to guide specific action steps throughout the year.

Question 14

The business unit marketing plan is derived from:

A) Business unit mission statement
B) Corporate mission statement
C) Business unit strategy
D) Corporate strategy
E) All of the above

Question 15

It is sufficient to have a marketing plan that is a description of the facility, a list of possible competitors and their facilities, an advertising and sales plan and a forecast and budget.

Question 16

Benchmark measurements for marketing controls can change throughout the year as the marketing plan changes.

Question 17

In the overall marketing plan template, situation analysis takes place before data collection and analysis.

Question 18

Marketing plans must ultimately stand the test of cost- effective results and proven revenues.

Question 19

A property needs analysis may include creation of new demand for the product or capturing demand for the competitor's product.

Question 20

If you are examining the competition and do not know the competitive set, just ask current customers what other businesses they patronize.

Question 21

Key elements of a successful marketing plan include:

A) It is realistic
B) It has measurable, achievable goals
C) It is workable
D) It is flexible
E) All of the above

Question 22

In 2004 the average U.S. hotel spent about per- available- room on their local sales efforts.

A) $101
B) $1882
C) $550
D) $26

Question 23

The competitive environment should be analyzed when looking at the environment.

A) Social
B) Political
C) Internal
D) External

Question 24

A marketing plan includes data collection, including external environment data which may include:

A) Feasible competitors within a reasonable area
B) Industry trends, including new industries
C) State, regional or national tourism promotions
D) Both B & C
E) All of the above

Question 25

The final and important step in development of the marketing plan is:

A) Marketing budget
B) Marketing controls
C) Marketing analysis
D) Data collection

Question 26

When examining the internal environment, "hard" data should be looked at and may include all of the following EXCEPT:

A) Fair market share
B) Occupancy ratio
C) REVPAR
D) Consumer preferences

Question 27

The example in the text of "The 64 Do's and Don'ts of Hotel Technology" represents:

A) Proprietary marketing research
B) Sample market trends that might be used in analysis
C) Current technology to avoid
D) Internal analysis

Question 28

Besides collecting "hard data" such as occupation rates, REVPAR or seat turnovers, what other type of data and questions should be asked about the markets?

A) What are their complaints?
B) What are their needs and wants?
C) Who are they?
D) Both A & B
E) All of the above

Question 29

If you want to know who your competition is or just validate assumptions,

A) Ask your friends
B) Ask line managers
C) Ask the customer
D) Ask front line staff

Question 30

The marketing budget and plan should be adjusted to reflect the needs of the , not the .

A) Customers; accountants
B) Accountants; customers
C) External customers; internal customers
D) Internal customers; external customers

Question 31

The overall trend in the industry has been toward the marketing budget as a percent of total revenue as the cost of implementing various aspects of the marketing program has continued to .

A) Decreasing; rise
B) Increasing; rise
C) Increasing; fall
D) Decreasing; fall

Question 32

In creating a marketing plan, collection of all data should take place before:

A) A marketing position statement is created
B) Any data analysis
C) Determining occupancy ratio and REVPAR
D) Both A & B

Question 33

According to the text the advent of healthy food, the non- engineered product, and the soft, comfortable and hip restaurant are all examples of:

A) Marketing trends
B) Marketing pitfalls
C) Marketing threats
D) Marketing losers

Question 34

A marketing budget might include:

A) Payroll for administrative staff
B) Research expenses
C) Payroll for sales staff
D) Both A & C
E) All of the above

Question 35

A "property needs analysis" means analyzing to see what gaps have to be filled.

A) Major profit areas
B) Potential physical property elements
C) Existing physical property elements
D) None of the above

Question 36

The industry- wide average for marketing dollars spent by U.S. hotels is about of gross revenue.

A) 5%
B) 10%
C) 2%
D) 15%

Question 37

All of the following were outlined in the chapter as being critical competitive information for a marketing plan except:

A) Customer base
B) Price structure
C) Description of the business, including tangible and intangible features
D) Both A & C
E) All of the above

Question 38

When creating a marketing plan- data collection may include:

A) Questions about the strength and weaknesses of the marketing team
B) An objective listing of resource strengths and weaknesses
C) Formal research about the market(s)
D) Both A & B
E) All of the above

Question 39

The marketing plan begins with .

A) Situation analysis
B) Production analysis
C) Operations analysis
D) None of the above

Question 40

A marketing budget should be a natural extension of :

A) The mission statement
B) The marketing plan
C) The marketing budget deficit
D) The entire business unit budget

Question 41

In conducting a property needs analysis, it is important to not look at where we can but rather where we can .

A) Find gaps; analyze profits
B) Cut costs; increase revenues
C) Increase revenue; cut costs
D) None of the above

Question 42

Describe the major steps that should be taken when developing a marketing plan. Use your favorite restaurant as an example and apply the steps within their business framework based on your casual knowledge of the business.

Question 43

The action plan does all of the following except:

A) Provide dates for accomplishment of tasks
B) Dictate how the marketing plan will be carried out
C) Assign specific responsibilities to individuals
D) Launches formal research on potential markets

Question 44

When predicting annual sales increase, a good rule of thumb is:

A) 0% base then forecast according to strategies
B) 5% increase over the prior year
C) 10% increase over the prior year
D) 15% increase over the prior year

Question 45

What are the major components of a marketing budget? How is it created?

Question 46

The marketing budget should be a natural extension of:

A) The overall marketing plan
B) The firm's profits
C) External data
D) Data collection

Question 47

Capturing competitors' business is:

A) Part of the marketing mission statement
B) Part of a needs analysis
C) Part of data collection
D) Not recommended

Question 48

An opportunities analysis will uncover:

A) Threats as well as opportunities
B) The match between customer needs, and organization's competencies and a lapse in the competition
C) The final tactics of the overall marketing plan
D) Both A and B
E) All of the above

Question 49

The action plan should be:

A) Developed for an entire year
B) Updated quarterly
C) Written with daily tasks
D) Both A & B
E) All of the above

Question 50

As a general rule, marketing payroll expenses are normally of the total marketing budget.

A) 50%
B) 90%
C) 75%
D) 10%

Question 51

The industry- wide average marketing expenditure for a U.S. restaurant:

A) is 7%
B) is 1- 2%
C) is 5%
D) Does not exist