南开大学22年春学期《饭店业市场学（一）（二）（EI双语）》在线作业-00003

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1709-1803、全层次1809-2103）饭店业市场学（一）（二）（EI双语）在线作业-00003第1题. 在营销计划中,关键目标应当是:选项A：没有讨论定价哲学，因为可能的反垄断违反选项B：详细说明如何实现与计划相关的策略或操作步骤选项C：当目标与数量相关时，用美元数额或百分比来量化选项D：描述了房地产在市场中相对于其竞争对手的地位参考答案：C第2题. 在高级工作人员委员会会议上进行了热烈的预算讨论之后,酒店公司的营销主管概述了支持采用零基预算编制程序的论点。列表中将包括以下哪些语句选项A：零增长，零减少 - 我们应

2、该继续根据我们在过去两年举行的预算会议批准的数额，向所有部门分配资源选项B：没有什么是神圣的 - 我们都必须为每一个计划的开支辩护选项C：我们去年使用的预算公式为帮助我们应对市场变化提供了坚实的基础选项D：计算每个部门的预算需求的最有效的程序是每年将预算增加到上一年的通货膨胀率参考答案：B第3题. The increased sophistication of _ has enabled hospitality marketers to profile customer behavior, analyze meeting patterns, prioritize accounts, and g

3、enerate leads.选项A：marketing information systems选项B：reservations systems选项C：computer memory systems选项D：travel purchasing systems参考答案：A第4题. 在客户服务方面,接触点是选项A：任何情况下，客户向酒店工作人员发出投诉选项B：客户与企业或其代表联系的任何点选项C：一个有投诉的客户直接向上级管理层表达他或她的不满的情况，而不是当值的适用工作人员选项D：以上都不是参考答案：B第5题. 贸易出版物是一种重要的公共关系工具,因为它们选项A：被那些对你的特定行业感兴趣的人广泛阅

4、读选项B：是您的新闻发布的自然和有效的渠道选项C：提供广告空间的协同效益选项D：上述所有的参考答案：D第6题. 20世纪80年代的什么事件促使航空公司将其预订系统视为单独的业务,并将其分拆成新公司?选项A：全球航空承运人数量急剧下降选项B：补充航空公司的出现和随后的成功选项C：增加对美国低流量社区服务的航空公司的补贴选项D：美国政府放松管制航空公司参考答案：D第7题. Marketing, research, and operations form a dependent, mutually beneficial support system with _ as a base, _ as th

5、e means of communication, and _ as fulfillment.选项A：research / operations / marketing选项B：operations / research / marketing选项C：research / marketing / operations选项D：marketing / operations / research参考答案：C第8题. Timely fulfillmentone of the keys to successful direct mailrefers to:选项A：producing in a timely

6、 way the direct mail pieces you will use in your campaign选项B：quickly repaying those funds in the marketing budget that you used to create and mail your direct mail piece选项C：delivering in a timely way what you promised prospects in your direct mail offer选项D：knowing when to mail out your direct mail p

7、iece参考答案：C第9题. Of the marketing research techniques cited in the text, the most time-consuming is:选项A：surveys选项B：questionnaires选项C：focus groups.选项D：data analysis参考答案：C第10题. An effective, cost-efficient way to select an advertising agency is to:选项A：negotiate and implement bartering arrangements with

8、the agency选项B：demand that the agency periodically provide free media space and air time选项C：place your ad business out for proposal.选项D：negotiate a no-cancellation by either party contract with the agency参考答案：C第11题. 在特定饭店地点和个别饭店品牌寻求全方位服务住宿的商务旅客通常是:选项A：每日旅行者选项B：中层管理者选项C：旅行带有相对不受限制的费用帐户选项D：a和b参考答案：C第12

9、题. If, during a direct-contact public relations opportunity, you are asked a question by the press that you do not have an answer for, the best response is to:选项A：answer with your best guess, but make the answer general enough to not invite argument选项B：tell the asker that his or her question is not

10、within the scope of the presentation选项C：say you do not have the information with you, but you will provide it before the end of the day选项D：none of the above参考答案：C第13题. 在20世纪50年代和60年代,_推动的力量在酒店业产生了新的想法,导致市场和产品细分的增加。选项A：外部选项B：社交上选项C：内部选项D：立法参考答案：C第14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

11、D：营销预算列表参考答案：C第15题. The first step in the point-of-encounter customer service process is:选项A：reallocation选项B：plan of action选项C：recognition选项D：identification参考答案：D第16题. 简单来说,酒店业的收入最大化包括:选项A：尽可能经常预订最多的客房数选项B：收入总量管理选项C：将市场组合与定价结合，以产生最高的收益选项D：以上都不是参考答案：B第17题. 选择广告代理机构的一种有效,具有成本效益的方法是选项A：与机构谈判和实施易货安排选项B：

12、要求该机构定期提供免费媒体空间和播出时间选项C：将您的广告业务出来进行投标选项D：通过与代理机构的任一方合同谈判不取消参考答案：C第18题. Is it necessary for public relations practitioners to be attentive to the format and grammatical accuracy of press releases?选项A：No, because the editorial staff of the publication will rewrite the material to their standards and t

13、heir proofreaders will catch any misspellings or inaccuracies选项B：Yes, because it gives them the opportunity to hone their writing and communication skills选项C：Yes, because in light of deadline demands, the less work the publication has to do on a given news release, the greater the likelihood that it

14、 will be picked up and run选项D：No, because with the deluge of news releases a given publication receives daily, the likelihood of one out of hundreds being picked up is remote参考答案：C第19题. _包含对可能具有不利竞争效果的公司兼并和收购的基本禁令。选项A：联邦贸易委员会法选项B：罗宾逊 - 帕特曼法选项C：谢尔曼反垄断法选项D：克莱顿反垄断法参考答案：D第20题. The method the chapter des

15、cribes as “a broad concept that can help you prioritize where you want to spend your limited resources” is:选项A：the task method选项B：percent of sales method选项C：competitive method选项D：the zero-base method参考答案：D第21题. To determine which market segments your property should or should not pursue, consider:选项

16、A：how profitable the segment is选项B：how suitable your existing facilities are for that segment选项C：the segments trend for growth or decline.选项D：the profitable of the hotel参考答案：A,B,C第22题. Which of the following would be considered a major sector of the hospitality industry?选项A：lodging选项B：clubs选项C：recre

17、ation选项D：industry参考答案：A,B,C第23题. Competitive position is a function of:选项A：the price of the hotel.选项B：your hotels location, facilities, rates, and so forth选项C：a propertys ability to meet the needs of available market segments.选项D：the amount and quality of competition参考答案：B,C,D第24题. Rental car rate s

18、trategies are determined by variables such as:选项A：competition选项B：individual customer driving record选项C：days used选项D：price参考答案：A,C第25题. Electronic marketing via the Internet provides significant consumer value, which is being redefined as:选项A：speed选项B：lower price选项C：convenience选项D：customer参考答案：A,C第26

19、题. 被人们广泛使用的营销调研基本技术包括选项A：直接调查选项B：问卷调查选项C：趋势调研选项D：焦点小组参考答案：A,B,D第27题. The purpose of market surveys is to:选项A：elicit consumer opinions选项B：uncover facts about the market选项C：gain insight on potential trends选项D：consumer words参考答案：A,B,C第28题. Which of the following is a key to telephone sales?选项A：Asking f

20、or 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 gues

21、troom inventory control选项D：reduce the price参考答案：A,B,C第30题. One of the most popular linear diagrams used by market researchers is the decision tree, which is used to show pathways to targets and:选项A：assess alternative strategies选项B：develop networks and alliances选项C：aid in the decision-making process选

22、项D：assess alliances参考答案：A,B,C第31题. 指定市场区域是A.C.尼尔森公诉首先使用的,区域按照电视网的集群优势来划分,在媒体计划和电视观众研究方面,是游泳的营销工具。选项A：对选项B：错参考答案：A第32题. 系列型广告主要通过创意性的重复和相似的人物和文案主题按计划分步骤地向受众传达灌高信息。选项A：对选项B：错参考答案：A第33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34题. 市场营销的计划工作首先要明确所要营销

23、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. 人口统计细分法是按照地区、州、行政区和邮政编码区域开队市场进行划分。选项A：对选项B：错参考答案：B第36题. Individual business travelers attending a meeting, conference, or convention generally select their own accommodations and negotiate their own room rates.()选项A：对选项B：错参考答案：B第37题. 首要影响区域对旅游服务业市场营销的媒体计划有着很好的应用,其不可以用邮政编码进行地区划分。选项A：对选项B：错参考答案：B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. The sectional center of a zip code is the first two digits.()选项A：对选项B：错参考答案：B第40题. 正确认知、确定问题和行动计划有时候还不足以在宾