Deck 2: Service Characteristics of Hospitality and Tourism Marketing

Question 1

Service marketing requires both internal marketing and ________ marketing.

A) Intra
B) External
C) Promotional
D) Interactive

Answer 1

D

Question 2

Hospitality companies face the task of increasing three major marketing areas:

A) Service differentiation, service quality, and service productivity
B) Service focus, service quality and service productivity
C) Service differentiation, service quality and service profitability
D) Service focus, service quality and service profitability

Answer 2

A

Question 3

"We are Ladies and Gentlemen serving Ladies and Gentlemen," is a motto for:

A) Hilton
B) Marriott
C) Ritz-Carlton
D) Conrad Hotels

Answer 3

C

Question 4

At the Ritz-Carlton, each employee can spend up to ________ to redress a guest grievance.

A) $500
B) $1,000
C) $2,000
D) $3,000

Question 5

Perhaps the best measure of service quality is:

A) Customer retention
B) Low employee turnover
C) Profitability
D) Total sales

Question 6

Disneyland's version of the ride reservation is called:

A) FreePass
B) FastPass
C) MultiPass
D) Extension Pass

Question 7

If you manage a 200-room hotel, and only sell 150 rooms tonight, you can't stockpile the extra 50 rooms to sell tomorrow. This is a problem with the ________ of services.

A) Inseparability
B) Variability
C) Perishability
D) Intangibility

Question 8

In a well-run hospitality organization, there are two customers, the paying customers and the ________.

A) Non-paying
B) Employees
C) Guests of the customer
D) Customer's company

Question 9

Price is ________ related to demand for most products.

A) Directly
B) Inversely
C) Proportionately
D) Disproportionately

Question 10

Which of the following statements is FALSE?

A) One goal of CRM is to make switching costs high.
B) CRM combines marketing, business strategy and information technology to better understand customers.
C) CRM calls for developing unique and lasting relationships with customers.
D) The use of CRM in the hospitality industry appears to be strong.

Question 11

A casino employee's uniform or a restaurant's fancy front lobby are a means of:

A) Overspending on the part of the service provider
B) Creating overly high expectations on the part of the customer
C) Paying attention to the perishability of the service
D) Tangibilizing the service

Question 12

The fact that services cannot be seen, tasted, felt, or smelled relates to which service characteristic?

A) Inseparability
B) Variability
C) Perishability
D) Intangibility

Question 13

We as customers cannot take service on a "test drive," meaning we cannot evaluate them before we use them. This is a problem with the ________ of the service.

A) Inseparability
B) Variability
C) Perishability
D) Intangibility

Question 14

The fact that a business traveler will have a very positive check-in experience during one stay at a hotel and then a very negative check-in experience the next time is an issue related to which service characteristic?

A) Inseparability
B) Variability
C) Perishability
D) Intangibility

Question 15

Overbooking is another method that hotels, restaurants, trains, and airlines use to match:

A) Demand with marketing
B) Growing business needs
C) Marketing with budget
D) Demand with capacity

Question 16

Which of the following is NOT part of the service profit chain?

A) Internal service quality
B) External service quality
C) Satisfied and productive service employees
D) Satisfied and loyal customers

Question 17

Which of the following is NOT a link in the service-product chain?

A) Healthy service profits and growth
B) Satisfied and productive service employees
C) Greater service value
D) Increasingly intangible services

Question 18

Because services are characterized by the issue of inseparability, service providers will often have to:

A) Reduce inventory
B) Train the customers
C) Lower their prices
D) Minimize the inseparability issue

Question 19

Studies have shown the best way to deal with service failure is to:

A) Give the unhappy customer timely information regarding the failure
B) Ignore the failure in the hopes the customer will forget about it
C) Refund the customer's money whenever a failure occurs
D) Replace the unhappy customer with a happier one

Question 20

Developing a good ________ policy minimizes the chance of walking a guest.

A) Marketing
B) Promotions
C) Check-in
D) Overbooking

Question 21

The perishability of a service is especially a problem when demand fluctuates.

Question 22

Most restaurant kitchens would be considered examples of invisible organizations.

Question 23

Describe three steps hospitality firms can take to reduce variability and create consistency.

Question 24

Marketing by a service firm to train effectively and motivate its customer-contact employees and all the supporting service people to work as a team to provide customer satisfaction is called ________ marketing.

A) Intelligent
B) Internal
C) Perennial
D) External

Question 25

Revenue management grew out of ________ management, which was introduced in the 1980s.

A) Reservations
B) Marketing
C) Yield
D) Overbooking

Question 26

To reduce uncertainty caused by service intangibility, buyers look for whatever tangible evidence they can find that will provide information about the service.

Question 27

Resolving customer complaints can sometimes be a difficult scenario in the hospitality industry. Service quality will always vary, depending on the interactions between employees and customers. Problems inevitably will occur. As the manager of a high volume establishment what measures will you take to resolve customer complaints?

Question 28

Within the realm of Customer Relationship Management (CRM) switching costs are only monetary in nature.

Question 29

________ form(s) when capacity exceeds demand and guests are willing to wait.

A) Loyalty
B) Demand
C) Popularity
D) Queues

Question 30

It is better to tell the customer ________ the anticipated wait time.

A) More than
B) Less than
C) Exactly
D) None of the above

Question 31

Successful service companies focus their attention on both their employees and customers. They understand the service profit chain, which links service from profits with employee and customer satisfaction. List and describe the five links that make up the service profit chain.

Question 32

How can managing the customer relationship be used to enhance revenues and retain customers?

Question 33

Empowering employees in part means giving them the authority to tend to customer needs.

Question 34

A system of values and beliefs in an organization that reinforces the idea that providing the customer with quality service is the principal concern of the business is called ________.

A) Mission statement or vision statement
B) Credo or Motto
C) Mission and credo
D) Service culture

Question 35

It is no longer possible for one restaurant to sue another over the "trade dress" issue.

Question 36

Bill Marriott would say that the first set of people you need to satisfy are your customers.

Question 37

In general, government-run tourism promotion organizations have not assumed responsibility for the quality of the services they promote.

Question 38

The three services marketing are: internal, external and interactive.

Question 39

So long as a company sets high standards for service quality, it is not necessary to evaluate its actual performance.

Question 40

Service marketers must be concerned with four characteristics of services. What are they? Describe each.