美国酒店协会教育学院-酒店类市场营销课程问题.doc

2014.9-2015.5美国饭店协会教育学院-市场营销Marketing in hospitality industry酒店类市场营销西安外国语大学旅游学院会展经济与管理12级王进利2015.1.132Chapter 13Chapter 24Chapter 35Chapter 46Chapter 57Chapter 69Chapter 711Chapter 812Chapter 913Chapter 1014Chapter 1115Chapter 1216Chapter 1317Chapter 1418Chapter 1519Chapter 1620Chapter 1721Chapter 1822Chapter 1923Chapter 2024Chapter 2124Chapter 2225Chapter 2326Chapter 2427Chapter 2528Chapter 2629Chapter 1Understanding the Hospitality Industry1. Which of the following would be considered a major sector of the hospitality industry?a. lodgingb. clubsc. recreationd. all of the above(travel lodging restaurant club gaming attraction entertainment recreation)2. Which of the following would be recognized as a brand name within the hospitality industry?a. Hertzb. Hiltonc. McDonaldsd. all of the above. (服务业)3. Brands in the hospitality industry have been successful because:a. consumers associate value with the brand name. b. consumer needs evolve from branded products and services.c. branded companies pay little attention to the changing nature of consumer needs.d. all of the above4. Which of the following statements about marketing in the hospitality industry is true?a. Marketing efforts should focus on the needs of the buyer. b. Marketing efforts should focus on the needs of the hospitality company.c. Marketing efforts should focus on the needs of the marketing department.d. None of the above5. Which of the following is not an audience for marketing?a. a firms employeesb. shareholdersc. franchiseesd. competitors（investment community, shareholder franchisees, sources of financing, consumer segments, firms employees6. According to an executive mentioned in the chapter, who owns the most hotels in the United States today?a. Sheratonb. Marriottc. Insurance companies(保险公司)d. Holiday Inns7. The overall goal of hospitality marketing is the sale of:a. productb. servicec. imaged. all of the above8. Which of the following represents a principal marketing vehicle to those who purchase pieces of a hospitality firm?a. company open houseb. annual report(企业业绩年报)c. product brochured. image brochure9. The nature and care of a hospitality brand creates which of the following?a. a perception(imagine) in the consumerb. a means by which hospitality brands can measure competitive offeringsc. a value that investors are willing to pay a premium ford. a and c above(sale of the product or service, sale of the firms imagine to its total audience)10. The marketing research and analysis component of the overall marketing process is important to business growth and success because it:a. validates the introduction of a new product or serviceb. can influence product development or recommend changes to services offeredc. a and b aboved. none of the aboveChapter 2Market Segmentation and the Hospitality Industry1. For the purpose of marketing, which of the following defines the smallest geographic area? a. a regionb. a metropolitan statistical areac. a postal zip coded. a zone2. The sectional center of a zip code is:a. the last three digits.b. the last two digits.c. the first three digitsd. the first two digits.3. Which of the following is an example of a destination market?a. Las Vegasb. New York City (many major city such as new York city and los Angeles are viewed as destination markets)c. Orlandod. all of the above4. Which of the following statements is true? a. Natural borders define the boundaries of metropolitan statistical areas.(the census bureau(局)b. Demographic segmentation reveals（揭示） the benefits consumers seek and the needs they expect to satisfy.c. Frequent traveler profiles incorporate（包含） demographic, geographic, and psychographic data. d. Psychological aspects of buyer behavior are best discovered through geographic segmentation methods.5. Categorizing consumers based upon per diem allowances for travel, lodging, and meals is an example of: a. price sensitivityb. price segmentationc. price red-liningd. price psychographicsChapter 3Positioning in Line with Consumer Preferences1. Which of the following consumer segments would most likely travel on a per diem（出差每日津贴） basis?a. convention attendees（参会人员）b. government employeesc. business travelers with relatively unrestricted expense accountsd. pleasure travel groups（family travels, travel without children）2. Which of the following is true?a. Social and political events have little effect on the buying behavior of consumers in the hospitality market.b. Individual business travelers attending a meeting, conference, or convention generally select their own accommodations and negotiate their own room rates.(has little control over the selection)c. Married couples on vacation are likely to travel on a per diem basis.d. Uncomplicated reservation processes are important to travel agents when arranging and scheduling travel for their clients. 3. Which of the following statements is true?a. Desired menu offerings of consumer segments in the food service market vary with(随而变化) the consumers purpose for eating away from home. b. Consumers in the quick-service (fast-food) market segment prefer convenience over value（not mentioned, because it convenience and price sensitive） c. Consumer expectations in relation to level of service do not change across market segments in the food service industry.d. None of the above.4. Which of the following statements about the food service industry is true?a. Consumers in the quick-service (fast-food) market industry segment seek convenience and are also sensitive to price. b. Levels of service expected by consumer segments in the food service market do not vary appreciably with the consumers purpose for eating away from home.c. Convention attendees are not considered end users of hospitality products and services.d. A couple celebrating a wedding anniversary is categorized as price sensitive.5. Individual business travelers attending functions planned by associations are usually:a. given broad control over the selection of accommodations.b. price conscious. c. given a generous range of room rates within which they are permitted to select.d. given few restrictions on expense account items.6. Intermediaries are important to travel marketing efforts because they:a. assist and influence end users in their selections of travel and hospitality options. b. are the ultimate end users and the focus of travel marketing efforts.c. serve as the only gateway for travelers to make reservations, buy tickets, and secure overnight accommodations.d. serve only the business segment of the travel market and therefore represent a huge portion of travel revenue.7. Business travelers who seek full-service accommodations at specific hotel locations and individual hotel brands are generally:a. traveling on a per diem basis.b. mid-level managers.c. traveling with relatively unrestricted expense accounts. d. a and b aboveChapter 4The Channels of Distribution1. The U.S. Interstate Commerce Commission has jurisdiction over: a. Rail roads and motor coaches. b. U.S.-flagged ships.c. airlines.d. a and b.2. Electronic travel distribution systems are based on:a. the Internet.b. airline reservation systems. c. technology and hardware developed for the military.d. travel agency computer networks.3. Companies that specialize in putting together and selling travel awards, prizes, gifts, premiums, and so on for individuals or groups are called:a. travel management companies.b. travel clubs.c. incentive travel companies. d. tour operators-retailers.4. Until 2006, the four major global distribution systems (GDSs) were:a. Amadeus, Galileo, SPEAR, and Worldscope.b. Amadeus, Apollo, COVIA, and Worldspan.c. Apollo, Global, Sabre, and Worldwide.d. Amadeus, Galileo, Sabre, and Worldspan. 5. Which of the following exemplifies the concept of horizontal integration in the hospitality industry?a. Four Seasons Hotelsb. Budget-Rent-A-Carc. Marriott International d. none of the aboveChapter 5Consumers and Marketing in Perspective(消费与市场预测)1. Which of the following statements is true? a. Marketing efforts should be based only on broad company goals.b. The dynamics of todays marketplace supports a marketing approach of no deviation from the established strategy.c. It is ill-advised strategy to form a marketing budget based on last years expenses. (通货膨胀，市场变化等)d. Travel intermediaries are motivated by the same needs as the clients they serve.2. Following a heated budget discussion during a senior staff committee meeting, the marketing executive of a hospitality firm outlined arguments in favor of adopting a zero-base budgeting process. Which of the following statements would be included on that list?a. Zero increases, zero decreaseswe should be continue to allocate resources to all departments based on amounts approved at the budget meetings weve held over the last two years.b. Nothing is sacredwe all must justify every planned expenditure. c. The budget formulas we used last year provide a sound basis for helping us respond to changes in the marketplace.d. The most valid procedure for calculating budget needs in each department is to increase the budgets each year by the previous years rate of inflation.3. Which of the following would be identified through a hotels internal analysis of market segments?a. the types of customers currently attracted to the hotel （the external analysis is the competitors）b. the profitability of new market segments that could be attracted to the hotelc. the most effective marketing techniques to reach new customersd. the types of customers currently attracted by the hotels competitors4. Which of the following statements is true?a. Individuals in business market segments are good targets for hotel marketing activities that aim to increase occupancy during weekends.b. An external analysis of a hotels market segments identifies the most effective marketing techniques to reach new customers.c. Travel wholesalers prefer packages that ensure high sales volume with high profit margins. d. Zero-base budgeting determines the profitability of different market segments.5. Which of the following would be identified through a hotels external analysis of market segments?a. the types of customers currently attracted to the hotelb. the reasons current customers are attracted to the hotelc. the most effective marketing techniques to reach new customersd. the types of customers currently attracted to the hotels competitors 6. Travel retailers such as travel agents are typically motivated by: a. high margins on sales.b. volume packagesc. supplier reliabilityd. a and b. 7. The most effective marketing methods are selected only after developing a thorough understanding of which of the following?a. the consumer market segments and their needsb. the products and services offered by the hospitality company and the companys specific business needsc. the motivation factors and response keys of the various distribution channels for hospitality products and servicesd. all of the above 8. Segment profitability is determined by:a. analyzing the revenue and profit generated through the sale of products and services to a particular type of consumer or market segment. b. comparing the core dollars needed by marketing to maintain a desired level of business with the total dollars generated by all segments of the companys market.c. calculating the difference between total marketing costs for a given segment of time and the total revenues generated during the same segment of time.d. all of the above.9. Marketing planning begins with defining:a. the products and services to be marketed.b. the core dollars needed by marketing to maintain a desired level of business.c. a zero-based budget.d. a and b. Chapter 6Applying Key Marketing Methodologies: Marketing Research1. Research that you conduct yourself is called _ research. a. primary b. quantitativec. secondaryd. qualitative2. Marketing research that compares your product or service with products or services of other companies in the market is called _ research.a. Market(to gain information and apply the findings to improve the marking/marketability of a product or service)b. product or service(strengths and weakness of your product or service to your competitors)c. competitive d. consumer(identify the usage patterns of consumers)3. The purpose of market surveys is to:a. elicit consumer opinions.b. uncover facts about the market.c. gain insight on potential trends.d. all of the above. 4. A product classified as a star by the BCG Growth-Share Matrix is a product that: a. has only a small share of a fast-growing market.(question mark)b. enjoys a high share of a fast-growing market. c. has only a small share of a slow-growing or declining market.(dog)d. enjoys a high share of a slow-growing market.(cash cow)5. Of the marketing research techniques cited in the text, the most time-consuming is:a. surveys.b. questionnaires.c. focus groups. d. data analysis.6. Prospect researchresearch that provides a profile of present and future guestsis a form of _research.a. trendb. competitivec. environmentald. consumer 7. One of the most popular linear diagrams used by market researchers is the decision tree, which is used to show pathways to targets and:a. assess alternative strategies.b. develop networks and alliances.c. aid in the decision-making process.d. all of the above. 8. Which marketing intelligence tool measures the difference between managements perceptions of overall performance and customers perceptions?a. Customer perceptions audit (CPA)b. Customer satisfaction index (CSI)c. Gap analysis d. Other peoples data (OPD)Chapter 7Applying Key Marketing Methodologies: Sales1. Which of the following rate information would be appropriate to include in a sales administrative assistants telephone answering instructions? a. a very broad range of rates to quoteb. two or three rates to quotec. instructions to advise callers that rates are negotiabled. a or c2. Which of the following statements about your sales image is true?a. Your sales image is made up of such things as your dress, speech, and mannerisms. b. You shouldnt adjust your sales image to meet the expectations of your clients.(adjust yourself to fit customers)c. Its easy for most salespeople to learn about their sales image.(tough thing to learn)d. Your sales image is not an important factor in making a sale.3. Which of the following is a key to telephone sales?a. Asking for objectionsb. Listeningc. Thoroughly knowing your product or serviced. b and c4. Which of the following statements about communication and the sales department is true? a. Communicating with other departments is not necessarily important to the sales department.b. There is no need for salespeople to communicate with staff in the rooms department.c. If the sales department doesnt communicate with catering(提供饮食与服务), a meeting room might be sold on the same day at the same time to two different groups. d. The sales department should communicate with the food and beverage department about special technical needs a group might have, such as unusual lighting or HVAC requirements.5. Internal communication is especially critical to success in hotel sales because: a. sales affects all departments.b. efficient delivery of the product or service is dependent on all departments knowing the customers needs and what is to be delivered, when, and where.c. information exchange results in better service and product delivery throughout the hotel.d. all of the above. Chapter 8Applying Key Marketing Methodologies: Customer Service1. In the context of customer service, a point of encounter is:a. any situation in which a customer voices a complaint to a hospitality staff member.b. any point at which the customer comes into contact with a business or its representatives. c. an instance in which a customer with a complaint goes directly to upper management to voice his or her displeasure, rather than to the applicable staff member on duty.d. none of the above.2. The first step in the point-of-encounter customer service process is:a. reallocation. (step 4)b. plan of action.(step 3)c. recognition. d. identification.（step 2）e. prioritization(step 5)f. training and retraining(step 6)g. recruiting(step 7)h. communication(step 8)i. follow-up(step 9)j. beginning again(step 10)3. Failure to recognize the benefits of good customer service can result in:a. inappropriate hiring and placement of staff.b. increased customer dissatisfaction.c. loss of market share.d. all of the above. 4. Use of a shopper service is an effective way to:a. establish allocation priorities.b. recognize problems and identify solutions. c. deal satisfactorily with customer complaints.d. a and c.5. In the concept of customer development strategies, which of the following is the best or most desired customer cate