南开大学22年春学期《饭店业市场学（一）（二）（EI双语）》在线作业平时作业

1、-本页为预览页PAGE15-本页为预览页-本页为预览页22春学期（高起本：1509、1603、1609、1703）饭店业市场学（一）（二）（EI双语）在线作业-00002第1题. 主要支出类别和营销组合的一页摘要文件的名称是:选项A：目标概要选项B：营销日历选项C：预算概述选项D：营销预算列表参考答案：C第2题. 以下哪项代表了购买服务公司的主要营销工具?选项A：公司开放选项B：年度报告选项C：产品手册选项D：图像小册子参考答案：B第3题. 从营销角度来看,为什么员工激励计划很重要?选项A：没有动力和不快乐的员工提高了流失率，招聘、雇用和培训、更换员工是昂贵和耗时的选项B：具有内容的员工不太可

2、能偏好工会的成员资格选项C：促进员工士气的激励计划直接影响销售选项D：a和b参考答案：C第4题. Of the following statements about press releases, which is true?选项A：All press releases should be in form.选项B：So that the maximum amount of material about your subject can be included, the “body” of the release must be single-spaced选项C：Photographs shou

3、ld never accompany a press release选项D：The headline should appear in capital letters at the bottom of the first page参考答案：A第5题. Which of the following does a marketing budget do?选项A：It qualifies your objectives选项B：It quantifies the cost of your strategies.选项C：It compares your expenditures to those of

4、competitors选项D：It does none of the above参考答案：B第6题. 下面哪种套餐的重点在于提供实惠?选项A：主题旅游套餐选项B：假日旅游套餐选项C：价格类套餐选项D：全包式旅游套餐参考答案：C第7题. Which of the following best describes the corporate strategy introduced by Kemmons Wilson in the 1950s?选项A：computerized hotel reservations选项B：the motel, a highway or roadside product

5、 aimed at the family market选项C：direct-line telephones in all guestrooms选项D：suites and penthouses as an alternative to regular guestrooms for those demanding up-scale accommodations参考答案：B第8题. 中介对旅行营销工作很重要,因为他们:选项A：协助和影响最终用户选择旅行和款待选项选项B：是终极用户和旅游营销工作的重点选项C：作为旅行者预订、购买门票和安全隔夜住宿的必备要求选项D：只服务于旅游市场的业务部门，因此代表

6、了旅行收入的很大一部分参考答案：A第9题. 以下哪项不是营销的受众群体?选项A：公司的员工选项B：股东选项C：加盟商选项D：竞争对手参考答案：D第10题. Negotiating a one-for-one trade with an advertising supplier means that you:选项A：are exchanging one of your employees for one of your suppliers employees for a stated period of time选项B：will provide a set dollar amount of yo

7、ur products or services to the supplier in exchange for the same dollar amount of advertisingfor example, $500 in your services for $500 in advertising选项C：are giving the supplier whatever it is you are advertising as paymentfor example, if you are advertising a cruise for $799, one person on the adv

8、ertising suppliers staff gets to take a cruise for that price选项D：will provide a set dollar amount of your products or services to the supplier in exchange for twice that dollar amount of advertisingfor example, $500 worth of your products/services for $1,000 worth of advertising参考答案：B第11题. 公共关系从业者是否

9、有必要关注新闻稿的格式和语法准确性选项A：没必要，因为出版物的编辑人员会根据他们的标准重写材料，他们的校对将会捕捉到任何拼写错误或不准确选项B：有必要，因为它让他们有机会磨练他们的写作和沟通能力选项C：有必要，因为根据期限要求，出版物在给定新闻稿上所做的工作越少，它被拾起和运行的可能性就越大选项D：没必要，因为每天都有一个给定出版物收到的新闻稿，几百个人中有一个的可能性是遥远的参考答案：C第12题. What event in the 1980s prompted airlines to treat their reservations systems as separate business

10、es and spin them off into new companies?选项A：a sharp decrease in the number of air carriers worldwide选项B：the emergence and subsequent success of supplemental airlines选项C：an increase in subsidies for airlines serving low-traffic communities in the United States选项D：U.S. government deregulation of airli

11、nes参考答案：D第13题. Which marketing intelligence tool measures the difference between managements perceptions of overall performance and customers perceptions?选项A：Customer perceptions audit (CPA)选项B：Customer satisfaction index (CSI)选项C：Gap analysis选项D：Other peoples data (OPD)参考答案：C第14题. Focusing on reven

12、ue and profit per unit is critical where the unused unit is:选项A：an inflation-driven item选项B：a fee-based service选项C：a perishable item选项D：a non-perishable item参考答案：C第15题. Which of the following statements about marketing in the hospitality industry is true?选项A：Marketing efforts should focus on the nee

13、ds of the buyer选项B：Marketing efforts should focus on the needs of the hospitality company选项C：Marketing efforts should focus on the needs of the marketing department选项D：None of the above参考答案：A第16题. 以下哪个关于酒店业营销的陈述是正确的?选项A：营销工作应侧重于买方的需求。选项B：营销工作应关注酒店公司的需求。选项C：营销工作应关注营销部门的需求。选项D：以上都不是参考答案：A第17题. 内部沟通对于饭

14、店销售的成功尤其重要,因为选项A：销售影响所有部门选项B：产品或服务的高效交付取决于所有部门了解客户的需求和要交付的内容、时间和地点选项C：信息交换结果在整个饭店更好的服务和产品交付中选项D：上述所有的参考答案：D第18题. An operations checklist:选项A：may be hard to adapt to an individual property选项B：evaluates the property from the viewpoint of the guest relations staff member chosen to fill it out选项C：lists

15、items or areas that guests have been dissatisfied with选项D：evaluates the property from the guests perspective参考答案：D第19题. 在准备和提供担保材料时,以下哪个关键点是实践细节如何实现的选项A：它确保与组织的其他营销消息的一致性选项B：它确保材料的目的是清楚的选项C：它确定附属材料是否满足其设计的营销目的选项D：它避免了“越是越好”的方法，压倒客人的信息参考答案：C第20题. 哪种套餐是最常见也是最简单的一种旅游套餐形式选项A：周末旅游套餐选项B：假日旅游套餐选项C：价格类套餐选项D

16、：全包式旅游套餐参考答案：A第21题. Travel retailers such as travel agents are typically motivated by:选项A：high margins on sales选项B：volume packages选项C：supplier reliability选项D：sale price参考答案：A,B第22题. Failure to recognize the benefits of good customer service can result in:选项A：inappropriate hiring and placement of sta

17、ff选项B：increased customer dissatisfaction选项C：loss of market share选项D：placement and market参考答案：A,B,C第23题. Which of the following would be recognized as a brand name within the hospitality industry?选项A：Hertz选项B：Hilton选项C：McDonalds选项D：HM参考答案：A,B,C第24题. Marketing planning begins with defining:选项A：the pro

18、ducts and services to be marketed选项B：the core dollars needed by marketing to maintain a desired level of business选项C：a zero-based budget选项D：budget参考答案：A,B第25题. Internal communication is especially critical to success in hotel sales because:选项A：sales affects all departments选项B：efficient delivery of t

19、he product or service is dependent on all departments knowing the customers needs and what is to be delivered, when, and where选项C：information exchange results in better service and product delivery throughout the hotel.选项D：information and sale参考答案：A,B,C第26题. Which of the following is a key to teleph

20、one sales?选项A：Asking for objections选项B：Listening选项C：Thoroughly knowing your product or service选项D：speaking参考答案：B,C第27题. The overall goal of hospitality marketing is the sale of:选项A：product选项B：service选项C：image选项D：money参考答案：A,B,C第28题. Rental car rate strategies are determined by variables such as:选项A：

21、competition选项B：individual customer driving record选项C：days used选项D：price参考答案：A,C第29题. Which of the following marketing benefits can automated property management systems provide?选项A：accurate business forecasting, enabling timely rate adjustments选项B：improved guest service选项C：improved guestroom invento

22、ry control选项D：reduce the price参考答案：A,B,C第30题. 市场营销的受众包括选项A：投资团体选项B：加盟商选项C：融资渠道选项D：消费者细分市场参考答案：A,B,C,D第31题. Natural borders define the boundaries of metropolitan statistical areas.()选项A：对选项B：错参考答案：A第32题. 下游整合:它发生在旅游服务企业开始控制产品和服务的销售网点时,例如旅游产品销售公司快乐假日在旅游目的地拥有自己的饭店。选项A：对选项B：错参考答案：A第33题. 促销可以分为开放式和封闭式两类。

23、在开放式促销中,商家刺激消费的活动需要消费者做一些额外的事情。选项A：对选项B：错参考答案：B第34题. 市场营销的计划工作首先要明确所要营销的产品,并且认清实现目标业务量所需要的“核心”营销开支项目。选项A：对选项B：错参考答案：A第35题. promote only what you intend to deliver is a key to successful promotions.()选项A：对选项B：错参考答案：A第36题. 参加行业会议的商务旅行者对价格比较敏感,而参加公司会议和研讨会则不然。选项A：对选项B：错参考答案：A第37题. 价格敏感很重要,但是旅游服务业市场营销的终极目标是向消费者提供价值,确保满意。我们可以忽略市场细分,只要旅游服务业的组织可以通过合理的价格、高品质的产品和服务提供价值。选项A：对选项B：错参考答案：A第38题. 市场营销的焦点不包括融资渠道。选项A：对选项B：错参考答案：B第39题. 目的地广告的卖点在于地理位置。选项A：对选项B：错参考答案：A第40题. 直接调查是旅游服务业中应用最广的调研技术,形式和目的不尽相同。选项A：对选项B：错参考答案：B第41题. 利益型广告的特点是直接表现广告平台的内容,以此具体说明消费者购买你的产品或服务的原因。选项A：对选项B：错参考答案：A第42题. 环境调研中一项关键性的核