Deck 20: The Marketing Plan

Question 1

Travel agents use the GDS to make hotel, car and airline reservations.

Answer 1

True

Question 2

"Content is King" is a valuable phrase referring to website design; however, many in the industry agree that website developers fail to provide customers with the information they need to make purchase decisions.

Answer 2

True

Question 3

The primary marketing vehicles for websites are the search engines.

Answer 3

True

Question 4

In a typical conventional distribution system, the retailer carries only one brand.

Question 5

The internet has given the hospitality industry the ability to communicate directly with the customer.

Question 6

The GDS platform peaked in early 2002 and continues to decline as the internet comes into maturity.

Question 7

An example of the "opaque" model is a customer being blind to the specific brand they are buying until after they have actually made the purchase.

Question 8

Website navigation menus that are different and unique are typically seen as a nice change for consumers.

Question 9

The Global Distribution System was created in the 1990s by the airline industry as a platform to distribute and manage reservations.

Question 10

The hotel industry's relationship with third party websites has always been harmonious.

Question 11

Database marketing is the same thing as direct marketing.

Question 12

When it comes to website design, website navigation has replaced aesthetics in importance.

Question 13

Online pricing has led to complete transparency in pricing.

Question 14

One sentiment that holds true when it comes to website design is "Content is King."

Question 15

According to the text, the internet:

A) Is seldom used by customers to do comparison shopping
B) Began with the ability to handle large and complex interactions
C) Began as a tool for new applications in marketing and direct selling
D) Is approaching 80% penetration rate

Question 16

Database marketing is part of the communications mix as well as interactive marketing.

Question 17

Websites must be designed not only for the consumer but also with the search engine in mind.

Question 18

Agreements among channels need such frequent updating to keep up with market changes that they are seldom done in writing.

Question 19

America's massive shift to online travel is being repeated in other parts of the world.

Question 20

The GDS offers a great deal of rich information to the company about the guest reservation as well as the individual guest.

Question 21

The CAN-SPAM Act was designed to:

A) Not prohibit commercial emails
B) Regulate the way in which companies can use email as a legitimate marketing tool
C) Reinvent the purpose of all consensual email
D) Both A & B

Question 22

Which of the following is not a best practice for website design in the hospitality industry?

A) Security for the transaction should be conveyed to the customer
B) The text should convey the "best value" to the customer
C) The email acquisition section should be on the home page
D) The reservation mask should be on the front page
E) The website should be visually pleasing

Question 23

The internet has _ the marketers' ability to track their efforts on-line.

A) Thwarted
B) Effectively contraindicated the need for
C) Increased
D) Decreased

Question 24

Permission-based marketing is:

A) Where consensual data is gathered with the customer's permission
B) Where consensual data is gathered without the customer's permission
C) Where non-consensual data is gathered without the customer's permission
D) None of the above

Question 25

Organic search listings are on the of the search engine page and the paid listings are on the .

A) Right side; left side
B) Top; bottom
C) Bottom; top
D) Left side; right side

Question 26

Proprietary marketing databases:

A) Offer a competitive advantage by enabling a company to focus in on one market segment
B) Are created by customers who give their permission to be contacted.
C) Are developed by an individual company for its own use
D) All of the above

Question 27

The Merchant Model is all of the following except:

A) A model that offered no risk to the third-party site as long as they sold the room for a price above what was negotiated from the hotel
B) A financial model where third-party websites negotiate net rates from hotels and mark up the price to what the market will bear
C) A model that was created after September 11, 2001, in response to the hotel industry's need to fill vacant rooms
D) A commission structure where each company takes a 10% commission for bookings to a hotel

Question 28

There are two types of email data:

A) Spam and consensual
B) Non-spam and non-consensual
C) Spam and non-spam
D) Consensual and non-consensual

Question 29

Spam is all of the following except:

A) A precursor to the CAN-SPAM Act of 2003
B) Consensual data
C) Unsolicited by the consumer
D) Lists of email names acquired from a variety of third-party sources.

Question 30

In the developing stages of the internet, certain third-party sites such as Expedia, Travelocity and Hotels.com came into the distribution process as:

A) Travel agents and wholesalers
B) Discount brokers and incentive houses
C) Incentive houses and tour operators
D) Consortia and travel agents

Question 31

The text notes that, "Some sectors, such as airlines, will see almost of their bookings coming from the internet in 2005."

A) 60%
B) 80%
C) 20%
D) 40%

Question 32

Database marketing has four fundamental components:

A) Strategy, data, information and communication
B) Strategy, communication, information and dissemination
C) Strategy, communication, information and knowledge
D) Strategy, data, information and knowledge

Question 33

According to the text, almost of web users surveyed have declined to provide personal information to web sites.

A) 25%
B) 95%
C) 50%
D) 10%

Question 34

Reverb marketing refers to:

A) Marketing again
B) Blog marketing
C) Users that use multiple forms of media at once
D) Marketing that resurfaces time and time again

Question 35

Database marketing has all of the benefits except:

A) It improves the use of customer and market information
B) It aligns itself with direct marketing which implies two-way communication
C) It forms a basis for developing long-term customer relationships
D) It provides a strategic advantage through the more effective use of marketing information internally

Question 36

"Organic search" refers to:

A) The use of key words that are easy to locate by search engines
B) The first search a consumer conducts on a search engine
C) A search engine that locates organic products
D) The free listing of a website on the various internet search engines

Question 37

Hotels are listed in search engines or by .

A) Nominally; paid placement
B) Alphabetically; rank
C) Organically; paid placement
D) By rank; order

Question 38

Larry Chase of the Web Digest for Marketers lists which of the following as a Top 10 Trend for the Next 10 Years for Internet Marketing:

A) Pay per call rings in
B) Email marketing will survive
C) Email marketing will not survive
D) Both A & B
E) Both A & C

Question 39

A "third party" is an organization that has independent salespeople who:

A) Have their own contacts
B) Are independent contractors
C) Both A & B
D) None of the above

Question 40

Database marketing should begin with:

A) Prospecting future customers
B) Assembling current customers
C) Contacting past customers
D) None of the above

Question 41

According to Larry Chase in his discussion of secrets of e-mail marketing, all text email does not allow for:

A) Tracking
B) Attracting the reader's eye
C) Good graphical layout
D) All of the above

Question 42

Explain the role the internet has had in transforming marketing.

Question 43

According to the text, what market segments in the hospitality industry respond well to database marketing?

A) Individual customers
B) Restaurant customers
C) Weekend package customers
D) All of the above

Question 44

RFP stands for:

A) Request For Permission
B) Request For Proprietor
C) Request For Proposal
D) Request For Payment

Question 45

The example with Greti Menning about customer databases demonstrates how:

A) Customer relationships can be maintained with hand-written notes and outstanding hospitality
B) Customers can be lost over the use of non-consensual data
C) New technology is most necessary
D) Short-lived a customer database can be

Question 46

Proprietary marketing databases are:

A) For that individual company's use
B) For general use, except for "opt outs"
C) For general use
D) None of the above

Question 47

Database marketing is much more than .

A) Direct marketing
B) Opting out
C) Indirect marketing
D) One-way communication
E) Both A & D

Question 48

Most industry observers agree that hospitality website designers fail to:

A) Provide incentive to enter and actively "surf" the site
B) Provide information to promote the brand's image
C) Provide information needed for consumers to make a purchase decision
D) Provide enough segmentation for different users

Question 49

When designing a hospitality website, the needs of must be put first.

A) The search engine
B) The proprietor
C) Management's strategy
D) The customer

Question 50

Databases may be used to:

A) Communicate with the customer
B) Segment customers
C) Manage the customer
D) Sales promotions
E) All of the above