Strategic Hospitality Marketing
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Course Introduction
Strategic Hospitality Marketing explores the principles and practices essential for successful marketing within the dynamic hospitality industry. This course examines how organizations develop and implement marketing strategies to achieve a competitive advantage, focusing on consumer behavior, market segmentation, branding, service differentiation, and digital marketing trends. Students learn to analyze market data, identify target markets, and design integrated marketing plans that address both customer needs and business objectives. Emphasis is placed on case studies and real-world scenarios, equipping students with the skills to respond effectively to evolving industry challenges and opportunities.
Recommended Textbook hospitality marketing management 5th edition by robert d. reid
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Page 2
Chapter 1: Introduction to Operations Management
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Sample Questions
Q1) In what ways do service organizations differ from manufacturing organizations?
Answer: Manufacturing organizations produce a physical, tangible product that can be stored in inventory before it is needed, while service organizations produce an intangible product that cannot be produced ahead of time; and for manufacturing organizations most customers have no direct contact with the operation, while for service organizations customers are typically present during creation of the service. Also, service organizations tend to have a shorter response time and are more labor intensive.
Q2) The first military use of management science was solving complex problems of logistics control, weapons system design, and deployment of missiles during
A)World War I
B)World War II
C)The Korean War
D)The Vietnam War
E)Operation Desert Storm
Answer: B
Q3) The history of Operations Management reflects.
Answer: The accumulation of experience and ideas over time.
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3
Chapter 2: Operations Strategy and Competitiveness
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Sample Questions
Q1) A Marketing Strategy is defines marketing plans to support the business strategy.
A)True
B)False
Answer: True
Q2) Productivity gains in the service sector have been much lower than that of manufacturing.
A)True
B)False
Answer: True
Q3) During the 1970s and 1980s, firms from which country provided the most serious competitive threat to U.S. companies?
A)Germany
B)Canada
C)Mexico
D)Japan
E)United Kingdom
Answer: D
Q4) Rapid technological change includes the risk of ________________________ . Answer: obsolescence.
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Chapter 3: Product Design and Process Selection
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Sample Questions
Q1) To remain competitive, companies must be innovative and bring out new products regularly.
A)True
B)False
Answer: True
Q2) A series of stages that products pass through in their lifetime, characterized by changing product demands over time is defined as
A)Development life cycle
B)Design program
C)Product life cycle
D)Services life cycle
E)Product life methodology
Answer: C
Q3) If a firm has fixed costs of $200,000, variable costs of $100 per unit, and it hopes to sell 1000 units, what selling price must it charge in order to break even?
Answer: $300 (SP = F/ Q<sub>BE </sub>+ VC = $200,000/1000 + $100 = $300)
Q4) How efficient was a process whose Standard output = 27 while Actual output = 24?
Answer: Efficiency = Actual output / Standard output = 24 / 27 0.889.
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Chapter 4: E-Commerce and Supply Chain Management
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Sample Questions
Q1) Service organization supply chains are:
A)similar to manufacturing organizations.
B)not similar to service organizations.
C)very unique.
D)not a consideration when planning a service organization.
E)universally government regulated.
Q2) Collection of point-of-sale (POS)information is most useful for which bullwhip effect remedy?
A)Allocate units based on past demand
B)Price stabilization
C)Fill orders based on a set percentage
D)Eliminate order batching
E)Information sharing
Q3) What does TL stand for?
A)Transportation lead time
B)Transportation logistics
C)Trucking line
D)Trucking life
E)Truckload (quantity)
Q4) What are the two major advantages or crossdocking?
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Chapter 5: Total Quality Management
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Sample Questions
Q1) A checklist is a list of common defects and the relative importance of these defects.
A)True
B)False
Q2) Quality planning, employee training in quality measurement, and cost of maintaining records of information and data related to quality, are appraisal costs.
A)True
B)False
Q3) What was the first US company to receive the Deming Prize?
A)IBM
B)Microsoft
C)Wal-Mart
D)AT&T
E)Florida Power & Light
Q4) TQM requires that external and internal customers receive
Q5) Products have little value if they do not ________________________
Q6) What are the five ways of defining Quality?
Q7) Quality Function Deployment (QFD)begins by ________________________
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Chapter 6: Statistical Quality Control
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Sample Questions
Q1) A p-chart monitors the number of defects per unit.
A)True
B)False
Q2) Given a sample size of 2, the lower limit for the R-chart is 0.
A)True
B)False
Q3) What is an R-chart?
Q4) Johnson Enterprises sells no-spill syrup in bottles. Management is evaluating four different machines with standard deviations of .006, .01, .022, and .04 ounces for Machines A, B, C, and D, respectively. The specification limits 11.95 and 12.05 ounces. Which machines should receive more detailed evaluation, i.e. which are statistically "capable?"
Q5) What are the two types of control charts for variables?
A)p and c
B)x-bar and p
C)x-bar and R
D)R and c
E)p and R
Q6) Define statistical process control.
Q7) What does "OC" stand for?
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Chapter 7: Just-In-Time and Lean Systems
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Sample Questions
Q1) In JIT a Kanban card is used to signal
A)The need for more parts
B)A supplier needs assistance
C)A worker is overloaded
D)A machine is ready for preventive maintenance
E)Management is inspecting operations
Q2) With JIT a company's relationship with its suppliers includes
A)Competitive bidding
B)Being in partnership with them
C)Buying parts from the cheapest supplier
D)Short-term relationships
E)Having as many suppliers as possible
Q3) What are the benefits of JIT?
Q4) An improvement tool that utilizes cross-functional teams to plan and deliver improvements to specific processes during two- or three-day marathon sessions is called a kanban blitz.
A)True
B)False
Q5) What JIT concepts are applicable to service organizations?
Q6) What are the key elements a JIT company's relationship with its suppliers?
Page 9
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Chapter 8: Forecasting
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Sample Questions
Q1) The following correlation coefficient values come from five different linear regression models. Which model "fits" the data the best?
A)0.99
B)0.5
C)0
D)-0.8
E)-1
Q2) Suppose that you are using the four-period weighted moving average forecasting method to forecast sales and you know that sales will be increasing every period for the foreseeable future. What of the following would be the best set of weights to use (listed in order from the most recent period to four periods ago, respectively)?
A)0.25, 0.25, 0.25, 0.25
B)0.40, 0.30, 0.20, 0.10
C)1.00, 0.00, 0.00, 0.00
D)0.10, 0.20, 0.30, 0.40
E)0.00, 0.00, 0.00, 1.00
Q3) Describe a data pattern with seasonality.
Q4) What is the exponential smoothing formula?
Q5) What is the objective of the Delphi method?
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Chapter 9: Capacity Planning and Facility Location
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Sample Questions
Q1) Capacity planning is complicated by the fact that ___________________.
A)capital markets are complex
B)existing facilities may become obsolete
C)capacity is difficult to define
D)capacity is usually purchased in chunks, rather than smooth increments
E)depreciation must be calculated
Q2) Capacity planning problems are notorious in ER and other organizations that experience ______________.
Q3) The load-distance model frequently utilizes _____________________ distance, which is the shortest distance between two points using only north-south and east-west movements.
A)curvilinear
B)Euclidean
C)rectilinear
D)direct
E)vertical
Q4) Describe some factors that contribute to the capacity of an emergency room, as measured by the number of patients served per day.
Q5) Discuss why marketing is important in making capacity decisions.
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Chapter 10: Facility Layout
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Sample Questions
Q1) As compared to a process layout, a product layout generally requires less skilled workers.
A)True
B)False
Q2) Since there are 3600 seconds per hour, a process that is expected to produce 40 units per hour has a cycle time of _________________.
Q3) Discuss why facility layout is important to a supply chain
Q4) What are the two broad categories of operating systems?
Q5) An assembly line is an example of an intermittent processing system.
A)True
B)False
Q6) Which of the following is not a resource that might not be included in deciding a facility layout?
A)desk
B)work center
C)telephone switch
D)person
Q7) If a production line produces 800 units per 8-hour workday, what is the cycle time in minutes?
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Chapter 11: Work System Design
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Sample Questions
Q1) What are the characteristics of self-managed teams?
Q2) Work measurement determines how long it should take to do a job.
A)True
B)False
Q3) At SAS, employees are not allowed to work later than
A)5:00 p.m.
B)6:00 pm.
C)7:00 p.m.
D)9:00 p.m.
E)midnight
Q4) An advantage of using predetermined time data is that you can calculate standard times before the job begins.
A)True
B)False
Q5) How many standard deviations is required for a 98% confidence level?
A)2
B)2.05
C)2.17
D)2.33
E)2.58
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Chapter 12: Independent Demand Inventory Management
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Sample Questions
Q1) If the costs (S and H)and demands (D)are the same, which of the following is true with regard to the EPQ model as compared to the EOQ model?
A)The lot size under the EPQ model is bigger than under the EOQ model.
B)The maximum inventory level is higher under the EPQ model than under the EOQ model.
C)The two models use different formulas to compute annual ordering cost.
D)The inventory depletion rate is not the same for both models.
E)Both models use the same formula to compute annual holding cost.
Q2) Which inventory function helps firms garner quantity discounts?
A)anticipation inventory
B)fluctuation inventory
C)lot-size inventory
D)transportation inventory
E)speculative inventory
Q3) Inventory turnover is the reciprocal of weeks of supply.
A)True
B)False
Q4) What does WIP stand for?
Q5) What are the characteristics of a single-period inventory model?
Q6) Discuss some of the factors on how much safety stock will be kept on hand.
Page 14
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Chapter 13: Aggregate Planning
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Sample Questions
Q1) What are the capacity-based options in aggregate planning?
Q2) A primary objective of the master production schedule is to achieve the desired customer service level.
A)True
B)False
Q3) A demand-based option in which the marketing tries to shift demand patterns to minimize demand fluctuations is called
A)hyperactive
B)inactive
C)proactive
D)reactive
E)retroactive
Q4) A disadvantage of the level aggregate plan is _________________.
A)workforce instability
B)excess hiring
C)layoffs
D)possible poor customer service from extensive use of backorders
E)excessive purchase of additional tools and equipment
Q5) Discuss some of the human resource concerns you should have when evaluating the production plan.
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Chapter 14: Resource Planning
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Sample Questions
Q1) Second generation ERP systems addressed the first generation deficiency of:
A)inadequate statistics
B)interdepartmental communications
C)integrated modules
D)continuous planning capabilities
E)forecasting capabilities
Q2) What is the primary objective of ERP?
Q3) ERP systems are more commonly found in small companies than in large ones.
A)True
B)False
Q4) The explosion process calculates the demand for the parent of the children.
A)True
B)False
Q5) Capacity requirements planning enables the company to evaluate
A)employee morale
B)its suppliers
C)its manufacturing costs
D)quality
E)how well it is using its critical work centers
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Chapter 15: Scheduling
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Sample Questions
Q1) What does the term "floating employees" refer to?
Q2) Priority rules are more useful in sequencing jobs in high-volume systems than in low-volume systems.
A)True
B)False
Q3) Which of the following scheduling rules is often considered the fairest rule?
A)first come, first served
B)last come, first served
C)earliest due date
D)shortest processing time
E)longest processing time
Q4) What is a transfer batch?
A)the quantity of finished goods that can be sold
B)the quantity of items moved at the same time from one resource to the next
C)the quantity of work-in-process inventory
D)the quantity produced at a resource before the resource is switched over to produce another product
E)the quantity of items needed to attain a full truckload (TL)shipping rate
Q5) What is a transfer batch?
Q6) Define job tardiness.
Page 17
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Chapter 16: Project Management
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Sample Questions
Q1) If a delay in an activity will delay completion of the whole project, the activity
A)is on the critical path
B)has slack
C)is costly
D)is a dummy
E)is represented by a node
Q2) There are four activities on the critical path, and they have standard deviations of 1, 2, 4, and 2. The standard deviation of the critical path is ______.
A)3
B)5
C)9
D)16
E)25
Q3) Crashing is shortening the total time for completing a project by incurring higher costs from shortening activities.
A)True
B)False
Q4) Discuss how to develop the critical path variance.
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Chapter 16: Spreadsheet Modeling: an Introduction
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Sample Questions
Q1) In Excel, what combination of functions can produce the label for an item that equals a given number?
A)MAX and INDEX
B)MAX and MIN
C)MATCH and INDEX
D)MATCH and MAX
E)ABS and MAX
Q2) One reason for models is the need to make a decision.
A)True
B)False
Q3) What is a primary reason why recommended footers contain the date and time?
Q4) In a spreadsheet, it is better to write a smaller number of more complex formulas than to write a larger number of simple formulas.
A)True
B)False
Q5) In general, when using large dollar amounts, always use the cents, but small dollar amounts can be rounded off to whole numbers.
A)True
B)False
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Chapter 17: Spreadsheet Modeling: an Introduction
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Sample Questions
Q1) HEAVY, Inc. produces two lines of heavy equipment, earthmoving and forestry. The largest member of the earthmoving equipment line (the E-7)and the largest member of the forestry equipment line (the F-7)are produced in the same departments and with the same equipment. HEAVY's marketing manager has judged that the firm will be able to sell as many E-7s or F-7s as the firm can produce. The contribution margins are $15,000 for each E-7 and $14,000 for each F-7. There are 170 hours available in department A and 185 hours available in department B. Each E-7 produced uses 10 hours in department A and 20 hours in department B. Each F-7 uses 15 hours in department A and 10 hours in department B. Furthermore, in order to maintain the current market position, senior management has decreed that it is necessary to build at least one F-7 for every three E-7s produced. Finally, a major dealer has ordered a total of at least five E-7s and F-7s (in any combination)for next month, so at least that many must be produced. Formulate a Linear Program to determine the best production policy for next month.
Q2) Explain what differentiates a Linear Program from a Nonlinear Program.
Q3) Describe what steps one should use if the Solver Results box says, "The conditions for Assume Linear Model are not satisfied"?
Q4) In Solver, the __________ is the cell that you want to maximize or minimize.
Q5) A constraint in Excel Solver consists of what three pieces of information?
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Chapter 18: Waiting Line Models
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Sample Questions
Q1) Consider a single-line, single-server waiting line system. Suppose that customers arrive according to a Poisson distribution at an average rate of 50 per hour, and the average (exponentially distributed)service time is 45 seconds per customer. What is the average time spent in the system (in minutes)?
Q2) Changing the demand pattern by offering off-peak discounts represents an effective way to try to manage long waiting lines.
A)True
B)False
Q3) Which of the following is not an assumption of the waiting line models presented in the textbook?
A)the customers are patient
B)customers come from an infinite population
C)customer arrival rate is described by a Poisson distribution
D)service times are described by an exponential distribution
E)in a multi-phase system, a server can serve more than one customer at a time
Q4) _________ _________ are used to gain useful information about waiting line systems.
Q5) What are the two elements that define a waiting line system?
Q6) Service rate must be _____________ than __________ rate.
Page 21
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Chapter 19: Master Scheduling and Rough-Cut Capacity Planning
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Sample Questions
Q1) When Projected Available is negative, the Master Production Schedule must include ________________________.
Q2) A master production schedule incorporates production lead time. A)True B)False
Q3) In future periods, MPS Shipments - Customer orders between current and next scheduled MPS shipment is called ________________________.
Q4) Engines Corp. builds two different types of motors. Model A has averaged 120,000 units annually, and Model B has average 230,000 units annually. The firm has historically used 80,000 direct labor hours and 210,000 hours of machine time per year to build Model A. Also, 250,000 annual direct labor hours have been allocated to Model B, along with 60,000 hours of annual machine time. Calculate the four relevant CPOPF planning factors.
Q5) The MPS available-to-promise row shows:
A)how many committed units the company has B)how many units manufacturing will produce C)inventory levels
D)how many uncommitted units the company has available E)how many uncommitted units sales will promise to sell
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