Deck 10: Internal Marketing

Question 1

When the employees of an organization have the necessary authority to take care of a customer's needs or resolve any problem, is an example of:

A) Training
B) Hiring
C) Empowerment
D) Coaching

Answer 1

C

Question 2

Internal marketing will be at its most effective:

A) During the reservation process
B) In the foodservice department
C) During the initial customer contact with the front desk
D) Everywhere

Answer 2

D

Question 3

A moment of truth occurs when employees and ________ have contact.

A) Place
B) Product
C) Customer
D) Skill

Answer 3

C

Question 4

When a firm ________ employees, it moves the authority and responsibility to make decisions to the line employees from the supervisor.

A) Empowers
B) Trains
C) Coaches
D) Hires

Question 5

The first stage in the internal marketing process should be:

A) Implementation of a reward and recognition system
B) Development of a marketing approach to human resource management
C) Dissemination of marketing information to employees
D) Establishment of a service culture

Question 6

The necessary involvement of the service provider's emotions in the delivery of the service, is called:

A) Commitment
B) Empowerment
C) Training
D) Emotional labor

Question 7

A pattern of shared values and beliefs that gives members of an organization meaning, providing them with the rules for behavior in the organization, is called:

A) Organization Structure
B) Organization Chart
C) Organization Culture
D) Organization's internal marketing

Question 8

Training employees to do two or more jobs within the organization, is called:

A) Multiple training
B) Super training
C) Functional training
D) Cross-training

Question 9

________ is when a firm moves the authority and responsibility to make decisions to the line employees from the supervisor.

A) Emotional labor
B) Empowerment
C) Cross training
D) Service culture

Question 10

"Emotional labor" has been defined as:

A) The emotional wear and tear on service providers when dealing with guests
B) The necessary involvement of the service providers emotions in delivering a service
C) The cost to the company of dealing with emotional employees
D) The need of employees to work hard to control their emotions

Question 11

An internal marketing program requires a strong commitment from ________.

A) Consumers
B) New hires
C) Management
D) One to two employees

Question 12

In a service-oriented organizational culture ________ are at the top of the organization.

A) Customers
B) Corporate management
C) Line employees
D) Department heads

Question 13

In firms that have ________ cultures, there are few or no common values and norms.

A) Strong
B) Diverse
C) Stable
D) Weak

Question 14

Which of the following would NOT be considered a "moment of truth"?

A) Guest makes reservation with agent over the phone
B) Guest pays bill by mail
C) Guest checks in at front desk
D) Guest is greeted by dining room serviceperson

Question 15

To hospitality students, the single most important variable when selecting an employer upon graduation is:

A) Salary
B) Good working conditions
C) A chance for promotion and growth
D) Interesting work

Question 16

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) Organizational culture
B) Organization sub-culture
C) Service culture
D) Moment of truth

Question 17

The most effective way of communicating with customers is through ________.

A) TV ads
B) Direct mails
C) Customer-contact employees
D) Interviews

Question 18

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:

A) Effective hiring protocol
B) Effective empowerment
C) Internal marketing
D) Training

Question 19

________ allows its best employees to pick future employees.

A) Disney World
B) Starbucks
C) Southwest Airlines
D) Olive Garden

Question 20

An internal customer for an organization is:

A) The long-term loyal customer
B) The customer who takes the initiative to market the organization
C) The customer who is in house at any given time
D) An employee

Question 21

What is the importance of initial on the job training? Why is continuous and cross training so important?

Question 22

Limited service restaurants have an employee turnover rate of ________ percent for hourly employees.

A) 100
B) 200
C) 123
D) 146

Question 23

What are the three steps of the internal marketing process?

Question 24

An advantage of a strong culture is that it prepares employees to handle ________ transactions.

A) Routine
B) Nonroutine
C) Standardized
D) Simulated

Question 25

What are the differences between a service culture and organizational culture? How can a strong culture help an organization? How would you describe the culture of your place of employment?

Question 26

Within the restaurant industry, more general managers than assistant managers are prone to burnout.

Question 27

Full service restaurants have an employee turnover rate of ________ percent for hourly employees.

A) 88
B) 98
C) 118
D) 128

Question 28

In the hospitality industry, most marketing activity is carried out by employees within the marketing department.

Question 29

What is meant by emotional labor?

Question 30

One major barrier to internal marketing is middle management.

Question 31

The issue of non-routine transactions will become increasingly more important.

Question 32

In regards to developing a marketing approach to human resources management, what is meant by creating jobs that attract good people? Provide examples to support your response.

Question 33

When management empowers employees, responsibility to make decisions moves to the employees.

Question 34

When a company has a service culture, the organizational chart is ________.

A) Meaningless
B) Validated
C) Turned right side up
D) Turned upside down

Question 35

There is no relationship between guest satisfaction levels and employee turnover levels.

Question 36

As a rule, today's restaurant management rewards employees on the basis of customer satisfaction levels.

Question 37

Good employees do not mind dealing with dissatisfied customers.

Question 38

Service organizations need to hire for ________ and train for ________.

A) Qualifications, customer satisfaction
B) Skills, attitudes
C) Attitudes, skills
D) Qualifications, skills

Question 39

An effective internal marketing program demands close cooperation between marketing and human resources.

Question 40

Fortunately, good service encounters receive more attention than bad ones.