Hospitality and Tourism Marketing Test Preparation
Course Introduction
Hospitality and Tourism Marketing introduces students to the fundamental concepts and strategies used to promote products and services within the hospitality and tourism industry. The course explores the unique characteristics of hospitality and tourism marketing, including the importance of customer service, relationship building, branding, market segmentation, and digital marketing. Students will analyze consumer behavior, study marketing mix elements, and learn to design effective marketing campaigns for hotels, restaurants, travel agencies, and tourism destinations. By integrating real-world case studies and current industry trends, the course prepares students to develop and implement innovative marketing solutions that drive business success in a dynamic global marketplace.
Recommended Textbook
Services Marketing An Asia Pacific and Australian Perspective 6th Edition by Christopher Lovelock
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14 Chapters
1050 Verified Questions
1050 Flashcards
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Chapter 1: Marketing in the service economy
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75 Verified Questions
75 Flashcards
Source URL: https://quizplus.com/quiz/14633
Sample Questions
Q1) In some services, such as fast food restaurants, customers obtain ownership of tangible goods.
A)True
B)False
Answer: True
Q2) The time taken to provide a service will impact on future customer satisfaction.
A)True
B)False Answer: True
Q3) Customers only buy services where they perceive that the total benefits obtained exceed financial and other costs.
A)True
B)False Answer: True
Q4) Services involve actions and performances and as such can easily be inventoried.
A)True
B)False
Answer: False
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Page 3
Chapter 2: Customer behaviour, culture and service encounters
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75 Verified Questions
75 Flashcards
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Sample Questions
Q1) When a customer contacts their bank, travel agent or telephone company, respect can be demonstrated (or violated) by various things.Which of the following may NOT be one of them?
A)Customer's knowledge of script
B)The waiting time to be served
C)How pleasant the waiting time is viewed as
D)The product knowledge of the staff
E)The convenience of operating hours or locations
Answer: A
Q2) Which particular attributes of services do consumers find most difficult to evaluate?
A)Credence attributes
B)Search attributes
C)Service attributes
D)Experience attributes
E)Financial attributes
Answer: A
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Chapter 3: Positioning services in competitive markets
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75 Flashcards
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Sample Questions
Q1) In marketing terms, a ____________ strategy means providing a limited range of services for a narrow market segment.
A)market focused
B)service focused
C)fully focused
D)low-price
E)positioning
Answer: C
Q2) An unfocused firm offers:
A)a limited range of services to a specific market segment
B)a wide range of services to a narrow segment
C)a wide range of services to a broad market
D)a narrow range of services to a fairly broad market
E)none of the above
Answer: C
Q3) The Singapore Girl demonstrates Singapore Airlines' commitment to its national heritage.
A)True
B)False
Answer: False
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Chapter 4: Developing service products: core and supplementary service elements
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Sample Questions
Q1) Heany (1983) proposed seven categories of innovation which include:
A)major service innovations
B)major process innovations
C)supplementary service innovations
D)service redesign
E)all of the above
Q2) Companies do not need to perform well on core service and should focus on their performance of supplementary services.
A)True
B)False
Q3) When developing service products, core and supplementary service elements, core products, supplementary services, reliability levels and accessibility are all part of the:
A)strategic service concept
B)market positioning
C)service marketing concept
D)service operations concept
E)none of the above
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Page 6
Chapter
5: Distributing services through physical and electronic channels
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Sample Questions
Q1) Wirtz and Mattila found the _________ is more important than _________ alone in achieving customer satisfaction and loyalty.
A)attitude of staff; apology
B)recovery process; compensation
C)recovery delivery; apology
D)attitude of staff; compensation
E)compensation offered; apology
Q2) Which of the following factors is encouraging a move from conventional services toward Internet purchasing?
A)Ease of access to information
B)24/7 availability
C)Prompt delivery
D)Busier lifestyles
E)All of the above
Q3) 'A good idea and a good plan plus a franchise operation is the answer to developing a successful business.' Discuss this statement in terms of both a successful and non-successful franchise operation.
Q4) Using the Flower of Service Model and an organisation of your choice, demonstrate how this model is applied in practice.
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Chapter 6: Understanding costs and developing pricing strategy
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Sample Questions
Q1) Which of the following is NOT a revenue or profit objective?
A)Vary prices to maximise revenue from a fixed capacity
B)Cover all costs, including overhead
C)Cover costs of providing a particular service
D)Maximise demand
E)Make the largest possible contribution or profit
Q2) When can a service be said to be price-elastic?
A)Where a large increase in price has the effect of a large increase in sales.
B)Where a large decrease in price has the effect of a small increase in sales.
C)Where a small decrease in price has the effect of a large increase in sales.
D)Where a small increase in price has the effect of a small increase in sales.
E)Where a small increase in price has the effect of a small decrease in sales.
Q3) When a firm has a relatively undifferentiated service compared to its competitors, price competition intensifies.Which of the following is NOT an example of price competition?
A)Increased number of competitors
B)Increased substitute offers
C)Decreased capacity in the industry
D)Increased surplus capacity in the industry
E)Wider distribution of the service
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Chapter 7: Balancing productive capacity and demand
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Sample Questions
Q1) Customers are likely to perceive deterioration in service quality in which of the following situations?
A)Demand exceeds maximum available capacity
B)Demand exceeds optimum capacity level
C)Demand and supply are well balanced
D)Demand is below optimum capacity
E)None of the above
Q2) How might a restaurant in a big city CBD use marketing mix elements to shape demand patterns? How might a restaurant located on a major highway going through a small town use marketing mix elements to shape demand patterns?
Q3) Customers may find the service disappointing or have doubts about its reliability in which of the following situations?
A)Demand exceeds maximum available capacity
B)Demand exceeds optimum capacity level
C)Demand and supply are well balanced
D)Demand is below optimum capacity
E)None of the above
Q4) Discuss the benefits and problems for service firms associated with reservations or booking systems.
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Chapter 8: Integrated services marketing communications
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Sample Questions
Q1) Intangibility continues to remain a problem for service industries.How would you address the problems being encountered by a newly-established island resort with a low occupancy rate?
Q2) Which of the following is NOT a form of message that can be controlled by the marketer?
A)Twitter
B)Blog
C)Media coverage
D)Word of mouth
E)None of the above
Q3) Which of the following would be more likely to use photos and video clips to demonstrate their product?
A)A B2B site
B)An MBA site
C)An investment site
D)A university site
E)Both b and d
Q4) Backroom staff members are not visible to the public in services industries, therefore their contribution is minimal.Do you agree with this statement? Justify your response.
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Chapter 9: Managing people for service advantage
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Sample Questions
Q1) The effect of shifting the organisational culture from being a call centre to a solution-oriented approach is likely to reduce the affect of:
A)burnout
B)service recovery
C)job resourcefulness
D)emotional exhaustion
E)a and d
Q2) The use of employer branding has been shown to have very little effect on attracting high-quality staff.
A)True
B)False
Q3) Newsletters, corporate magazines, intranets, displays, prizes and recognition programs are all examples of:
A)corporate marketing
B)Internet marketing
C)employee marketing
D)internal marketing
E)corporate promotion
Q4) What changes could a struggling retailer make to get on the cycle of success?
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Chapter 10: Crafting the service environment
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Sample Questions
Q1) Which of the following are signs which can be used as labels and act as implicit or explicit signals for communication?
A)Names of department
B)Names of counter
C)Exit signs
D)Signs to toilets
E)All of the above
Q2) How important are people in the service environment? Are they more or less useful in creating a positive environment for consumers than the physical and atmospheric conditions?
Q3) Using the same shopping centre as above and working in a group, have one person take each of the potential ambient conditions and analyse the affect that has been achieved.
Q4) Consumers' moods and buying patterns are influenced by a great number of variables.In your opinion, which of the variables that have been discussed is most easily manipulated by organisations?
Q5) The vast majority of people's service encounters are routine day-to-day events.
A)True
B)False
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Chapter 11: Managing the customer service function
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Sample Questions
Q1) Standardisation cannot occur in highly customised services such as medical treatment.
A)True
B)False
Q2) The underlying culture of the organisation has very little influence on employees who do not subscribe to a service culture.
A)True
B)False
Q3) Which of the following should NOT be considered when implementing customer service programs?
A)Educating consumers
B)Choosing the right staff
C)Training and educating staff
D)Evaluate performance regularly
E)All of the above should be considered
Q4) Choose a large, successful organisation and analyse the guidelines that have been put in place to ensure an effective customer service program.
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Chapter 12: Customer satisfaction and service quality
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Sample Questions
Q1) In broad terms, ________ focuses on benefits created for the customer's side of the equation, and ________ addresses the financial costs incurred by the firm.
A)productivity; quality
B)reliability, value
C)security; responsiveness
D)value; reliability
E)quality; productivity
Q2) It is often easier for consumers to confidently evaluate service performance outcomes than evaluate product performance outcomes.
A)True
B)False
Q3) Satisfied customers are at most risk of being tempted by competitors' offerings in the zone of:
A)indifference
B)retention
C)defection
D)affection
E)contentment
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Chapter 13: Managing relationships and building loyalty
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Sample Questions
Q1) Companies develop churn diagnostics and alert systems so they can implement pre-emptive strategies to reduce customer defections.
A)True
B)False
Q2) Kevin Gwinner's research shows that confidence benefits are the most important to customers in terms of value.
A)True
B)False
Q3) Economic benefits of customer loyalty often explain why one firm is more profitable than a competitor.However, profitable revenue streams are unlikely to apply equally in all industries.Long-term customer value is less likely to be significant when:
A)there are low margins on sale
B)there are high margins of sale
C)high marketing costs are required to obtain a new customer
D)there is a high sales volume per customer
E)there is a high word of mouth referral
Q4) Consider that you run a wine club with all ordering done online.Discuss the customer retention strategies that might be appropriate for your business.
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15
Chapter 14: Handling customer complaints and managing service recovery
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Sample Questions
Q1) Typical ways that customers cope with a negative service experience include confrontation, escape-avoidance, distancing and exercising self-restraint.
A)True
B)False
Q2) When faced with a customer complaint, service providers should take their time, gathering all information and consulting with colleagues, especially if compensation is requested.
A)True
B)False
Q3) The statement that 'complaints can be seen as an opportunity' seems to be a contradiction in terms.Do you agree with the statement and how would you use this opportunity if you were responsible for handling a breakdown in the reservations system of an airline company?
Q4) Customers are primarily concerned with fairness in the policies and procedures that form service recovery
A)True B)False
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