Hospitality Marketing Exam Solutions
Course Introduction
Hospitality Marketing explores the principles and strategies essential for effectively promoting services and experiences within the hospitality industry. This course examines consumer behavior, market segmentation, branding, digital marketing, and relationship management as they apply to hotels, restaurants, travel, and tourism services. Through a blend of theoretical concepts and real-world case studies, students gain practical skills in designing and implementing marketing campaigns that address the unique challenges and opportunities of the hospitality sector, ultimately enhancing guest satisfaction and organizational success.
Recommended Textbook
Consumer Behavior 11th Edition by Leon G. Schiffman
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16 Chapters
1826 Verified Questions
1826 Flashcards
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Page 2
Chapter 1: Consumer Behavior: Information-Driven
Consumer Behavior
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123 Verified Questions
123 Flashcards
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Sample Questions
Q1) An individual's perception of the performance of a product or service in relation to one's expectations is known as ________.
A) market segmentation
B) customer satisfaction
C) market targeting
D) product placement
E) product promotion
Answer: B
Q2) Identify and discuss the reasons for which small reductions in customer defections produce significant increases in profits.
Answer: 1) Loyal customers buy more products. 2) Long-term customers who are familiar with the company's products are an important asset for developing and testing new products and services. 3) Loyal customers are less price sensitive and pay less attention to competitors' advertising. 4) Servicing existing customers, who are familiar with the firm's offerings and processes, is cheaper. 5) Loyal customers spread positive word of mouth and refer other customers. 6) Marketing efforts aimed at attracting new customers are expensive. In saturated markets, there may not even be new customers. 7) Employees' jobs are easier and more satisfying when customers are loyal and easier to serve.
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Chapter 2: Segmentation, Targeting and Positioning
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116 Verified Questions
116 Flashcards
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Sample Questions
Q1) Positioning Joy (a fragrance brand)as "the costliest perfume in the world" is an example of ________.
A) premier position
B) positioning against competition
C) umbrella positioning
D) key attribute positioning
E) un-owned perception positioning
Answer: A
Q2) ________ is constructing a map-like diagram representing consumers' perceptions of competing brands along relevant product attributes.
A) Perceptual mapping
B) Umbrella mapping
C) Reposition mapping
D) Attribute mapping
E) Umbrella positioning
Answer: A
Q3) Personality traits and cultural values are consumer-intrinsic cognitive factors.
A)True
B)False
Answer: True
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Chapter 3: Consumer Motivation and Personality
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126 Verified Questions
126 Flashcards
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Sample Questions
Q1) When L'Oreal appeals to self-esteem with the tagline, "Because you're worth it," they are appealing to physiological needs.
A)True
B)False
Answer: False
Q2) Stacy notes that, after her freshman year of college, her daughter is more mature and is willing to listen to points of view other than those with which she agrees. This supports the contention that personality ________.
A) is consistent
B) reflects individual differences
C) can change
D) is more apparent in childhood than in adulthood
E) is enduring
Answer: C
Q3) Incorporating personality traits into websites' designs can generate more favorable attitudes from visitors and more clicks.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Consumer Perception
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) When consumers encounter prices that are in line with their expectations and feel harmonious, they engage in dissonance reduction.
A)True
B)False
Q2) Consumers subconsciously screen out stimuli that they find psychologically threatening, even though exposure has already taken place. This is consistent with the perception factor of ________.
A) selective attention
B) selective exposure
C) perceptual defense
D) perceptual differentiation
E) perceptual organization
Q3) For each individual, reality is a totally personal phenomenon, based on that person's needs, wants, values, and personal experiences.
A)True
B)False
Q4) People perceive all stimuli to which they are exposed.
A)True
B)False
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Chapter 5: Consumer Learning
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117 Verified Questions
117 Flashcards
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Sample Questions
Q1) Define and give one example of each of the following:
a.product line extension
b.product form extension
Q2) When and why do marketers use massed or distributed learning schedules?
Q3) Reinforcement performed before the desired consumer behavior actually takes place is called modeling.
A)True
B)False
Q4) When consumers watch advertising on TV, they ________ process and store ________ information without active involvement.
A) passively; left-brain
B) actively; left-brain
C) passively; right-brain
D) actively; right-brain
E) intentionally; left-brain
Q5) Most human needs are fully and permanently satisfied.
A)True
B)False
Q6) What is the theory of classical conditioning? Explain using an example.
Q7) What is the split-brain theory?
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Chapter 6: Consumer Attitude Formation and Change
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) According to the principle of ________, consumers are likely to accept credit personally for success and to attribute failure to others or to outside events.
A) subjective attribution
B) internal attribution
C) objective attribution
D) defensive attribution
E) external attribution
Q2) The principle of ________ suggests people accept or take credit for success, but assign failure to others or outside events.
A) distinctiveness
B) defensive attribution
C) door-in-the-face
D) consensus
E) compliance
Q3) Briefly describe how individuals analyze self-attributions and provide an example.
Q4) Identify the four functions that serve as motivators under the functional approach and provide an example of each.
Q5) Differentiate between the three components of the tricomponent attitude model.
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Chapter 7: Persuading Customers
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107 Verified Questions
107 Flashcards
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Sample Questions
Q1) Generally, it is easier to obtain immediate feedback from interpersonal communications than impersonal communications.
A)True
B)False
Q2) Mass communications feedback is usually inferred.
A)True
B)False
Q3) Marketers encode messages by using words, pictures, symbols, spokespersons and special channels.
A)True
B)False
Q4) In the FOOT CREAM MINI CASE, Athlete's Aid emphasizes the use of its product to prevent athlete's foot. This is an example of ________.
A) deceptive advertising
B) positive message framing
C) corrective advertising
D) comparative advertising
E) negative message framing
Q5) Identify strategies that marketers can use to overcome psychological noise.
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Chapter 8: From Print and Broadcast to Social Media and Mobile Advertising
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) What is the primary reason for growth of mobile advertising?
A) It is novel so marketers are testing it.
B) More and more people are using smartphones and other mobile Internet devices.
C) Marketers cannot differentiate between mobile advertising and advertising on social media networks.
D) Marketing budgets have dramatically increased, so there is extra money to experiment in mobile outlets.
E) Consumers think all mobile advertising is credible, regardless of its source.
Q2) How much did the United States spend on mobile advertising in 2012?
A) $1.3 billion
B) $1.7 billion
C) $2.3 billion
D) $4.3 billion
E) $6.43 billion
Q3) Marketers should aim to develop a single message that would appeal simultaneously to its total audience.
A)True
B)False
Q4) How is one's influence measured on Twitter?
Q5) Describe the structure of social media.
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Chapter 9: Reference Groups and Word-of-Mouth
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115 Verified Questions
115 Flashcards
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Sample Questions
Q1) Identify and describe each of the five adopter categories.
Q2) The ________________ method of measuring opinion leadership employs a self-administered questionnaire that requires respondents to evaluate the extent to which they have provided others with information about a product category or brand.
A) heuristic
B) key informant
C) self-designated
D) sociometric
E) challenge
Q3) ____________________, or the reputation of the retailer who sells the product, has a major influence on message credibility.
A) Vendor aura
B) Vendor credibility
C) Retail aura
D) Advertiser credibility
E) Advertiser aura
Q4) Not-for-profit sources generally have more credibility than for-profit sources.
A)True
B)False
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Chapter 10: The Family and Its Social Class Standing
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) Children perceive ________ to be a close and reliable source of information, whereas adolescents and teenagers are likely to look to ________ for models of acceptable consumption behavior.
A) their families; their friends
B) their friends; media
C) media; their friends
D) media; their families
E) their friends; their families
Q2) What is social comparison theory? How might marketers use this theory in advertising?
Q3) In the WATCH MINI CASE, seeking a job with higher income and greater prestige, Bob is trying to exercise ________.
A) downward mobility
B) conspicuous consumption
C) downward comparison
D) power
E) upward mobility
Q4) Husband-wife decision making appears to be independent of cultural influences.
A)True
B)False
Page 12
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Chapter 11: Culture's Influence on Consumer Behavior
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) Although Americans deeply embrace freedom of choice and individualism, they nevertheless accept the reality of conformity.
A)True
B)False
Q2) Which of the following is NOT a characteristic of field observation?
A) It takes place within a natural environment.
B) It is generally performed without the subjects' awareness of being watched.
C) It focuses on observation of behavior.
D) It most frequently focuses on in-home product usage and consumption.
E) All of these are characteristics of field observation.
Q3) ________ consist of the very large number of mental or verbal statements that reflect a person's particular knowledge and assessment of something.
A) Beliefs
B) Rituals
C) Cultures
D) Values
E) Customs
Q4) Differentiate between the levels of cultural norms.
Q5) How does marketing influence cultural learning?
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Chapter 12: Subcultures and Consumer Behavior
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108 Verified Questions
108 Flashcards
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Sample Questions
Q1) Which of the following is true of the "traditional elderly"?
A) They are especially knowledgeable and alert customers.
B) They see age as a physical state.
C) They are selectively innovative.
D) They seek new experiences and personal challenges.
E) They feel financially secure.
Q2) The Hispanic American market is an example of which subculture?
A) social class
B) ethnic
C) race
D) religious
E) gender
Q3) The annual discretionary income of seniors amounts to ________ of the net worth of American households.
A) 30%
B) 40%
C) 50%
D) 60%
E) 70%
Q4) How is the elderly market segmented?
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Chapter 13: Cross-Cultural Consumer Behavior: An International Perspective
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108 Verified Questions
108 Flashcards
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Sample Questions
Q1) Global pragmatists use a company's global success as an indication of product quality and innovativeness, and are also concerned that the firm acts in a socially responsible manner.
A)True
B)False
Q2) In the CRAFT MINI CASE, Global Craft capitalizes on its reputation for ________ to promote the products it imports.
A) social responsibility
B) global myth
C) quality signaling
D) prestige
E) value
Q3) What are three of the issues that might deter researchers from conducting marketing research in foreign countries?
Q4) Do all consumers, internationally, respond similarly to brand extensions from global brands?
Q5) Young Europeans are now avoiding American fashions.
A)True B)False
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Chapter 14: Consumer Decision Making and Diffusion of Innovations
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) A product's package, guarantees, mass-media advertising for the product, direct marketing for the product, and the selection of distribution channels to move the product from the manufacturer to the consumer are examples of ________.
A) policy factors
B) output factors
C) process factors
D) marketing inputs
E) sociocultural inputs
Q2) In cases of ________, the consumer needs a great deal of information to establish a set of criteria on which to judge specific brands and a correspondingly large amount of information concerning each of the brands to be considered.
A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior
Q3) What are the differences between continuous, dynamically continuous, and discontinuous innovation?
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Chapter 15: Marketing Ethics and Social Responsibility
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) Examples of dishonest consumer behavior include ________.
A) software piracy
B) returning items after they are used
C) returning stolen merchandise
D) staying with friends after a cancelled flight and presenting the airline with a bill from an expensive hotel
E) all of the above
Q2) In the ECOLITE MINI CASE, Ecolite's support of the Arbor Day Foundation is an example of ________.
A) covert advertising
B) green marketing
C) advertainment
D) buzz marketing
E) cause-related marketing
Q3) Because marketers continuously sponsor ads portraying values or behaviors that some (or many)consumers find distasteful or wrong, we can conclude that public scrutiny has little impact on marketers.
A)True
B)False
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Page 17
Chapter 16: Consumer Research
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116 Verified Questions
116 Flashcards
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Sample Questions
Q1) A form of quantitative research that requires manipulating one variable at a time is called ________.
A) focusing
B) experiments
C) trial and error
D) Likert scaling
E) validation
Q2) In both qualitative and quantitative research, the research report includes an executive summary of the findings, a description of the methodology used, and recommendations for marketing actions.
A)True
B)False
Q3) A(n)________ is a somewhat lengthy non-structured discussion between a single respondent and a highly trained researcher.
A) experiment
B) survey
C) focus group
D) metaphor analysis
E) depth interview
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