Tourism Marketing Test Bank
Course Introduction
Tourism Marketing explores the concepts, strategies, and tools essential for effectively promoting tourism destinations, products, and services in a global marketplace. The course covers the unique nature of the tourism industry, consumer behavior, segmentation, branding, and the development of targeted marketing plans. Students will learn about traditional and digital marketing techniques, including social media, content creation, and influencer partnerships. Emphasis is placed on sustainable marketing practices, destination image management, and the role of technology in reaching diverse traveler audiences. Through case studies and real-world projects, students gain practical skills to analyze market trends and create compelling marketing campaigns tailored to tourism organizations.
Recommended Textbook
Services Marketing Concepts Strategies and Cases 5th Edition by K. Douglas Hoffman
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594 Flashcards
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Chapter 1: An Introduction to Services
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Sample Questions
Q1) What is the approximate percentage of the United States' gross domestic product generated by the service sector?
A)87%
B)79%
C)67%
D)57%
E)47%
Answer: B
Q2) Which of the following businesses would be characterized as a pure service?
A)insurance
B)farming
C)mining
D)engineering
E)There is no such thing as a pure service.
Answer: E
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Chapter 2: The Services Sector: Supersectors and Ethical
Considerations
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Sample Questions
Q1) The world's largest industry in the private sector and highest projected generator of jobs is:
A)business services.
B)the hospitality industry.
C)health services.
D)professional services.
E)the food service industry.
Answer: C
Q2) As an auditor,Joe learned of promising breakthrough technology not yet known to the public.He immediately purchased a large number of shares of stock to resell after the technology was made public.This type of ethical issue falls under:
A)cognitive moral development.
B)structure conflict.
C)organizational relationships.
D)conflict of interest.
E)relationship conflict.
Answer: C
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Chapter 3: Fundamental Differences Between Goods and Services
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Sample Questions
Q1) The perishability-related strategy that may sometimes be associated with consumer feelings that the service firm may be attempting to distance itself from consumers is:
A)the use of reservation systems.
B)training public contact personnel.
C)the use of third-parties to conduct service transactions.
D)increasing the amount of consumer participation.
E)training public contact personnel and increasing the amount of consumer participation.
Answer: D
Q2) Which of the following would NOT be considered a tangible clue?
A)the quality of instruction in an educational setting
B)the appearance of employees
C)the appearance of the firm's physical facilities
D)the smile on an employee's face
E)the quality of paper stock use to produce a firm's brochures.
Answer: A
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Chapter 4: Serviced Consumer Behavior
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Q1) Pressure to perform as others wait behind them leads consumers to opt out of using a self-checkout.This is an example of which kind of perceived risk?
A)financial risk
B)performance risk
C)social risk
D)psychological risk
E)physical risk
Q2) The postpurchase model in which consumers evaluate services by the amount of influence they have over the service encounter is the:
A)role congruence model.
B)perceived-control model.
C)expectancy disconfirmation model.
D)script perspective.
E)servuction model.
Q3) Discuss the special considerations about services during the prepurchase stage of the consumer decision process.
Q4) Discuss the special considerations about services during the consumption stage of the consumer decision process.
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Page 6
Chapter 5: The Service Delivery Process
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Q1) Which of the following is NOT a step in the construction process of a service blueprint?
A)obtaining scripts from both customers and employees
B)segmenting customers based on the content of the script
C)identify steps in the process where the system can go awry
D)calculating the time frame for service execution
E)analyzing the profitability of the system
Q2) The place within an organization where its primary operations are conducted is called the:
A)the technical core.
B)the organizational point.
C)the factory.
D)the main system.
E)main terminal.
Q3) Describe the difficulties associated with applying efficiency models to service organizations.
Q4) Discuss the strategies available for new service development.
Q5) Define the fundamental components of a service blueprint.
Q6) Discuss the type of operation that would typify peak efficiency.
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Chapter 6: The Pricing of Services
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Sample Questions
Q1) A consumer's price sensitivity will increase as:
A)the perceived number of substitutes decrease.
B)switching costs increase.
C)the shared costs for the expenditure increase.
D)the perceived unique value of the service increases.
E)the customer's ability to build an inventory increases.
Q2) Consumers exchange their money,time,and effort for the bundle of benefits the service offers.Economic theory suggests that consumers will have a(n) ____ that captures the value they place on these benefits.
A)lower price threshold
B)reservation price
C)consumer surplus
D)image value
E)product value
Q3) Adaptive pricing strategies include all of the following except:
A)altering the product size.
B)using new distribution channels.
C)requiring purchase minimums.
D)offering two-for-one deals.
E)offering guarantees.
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Chapter 7: Developing the Service Communication Strategy
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Sample Questions
Q1) What conflicts often arise in turning professional service providers into proactive marketing personnel?
Q2) Communication cues on which consumers base initial impressions include all of the following except:
A)the welcome letter.
B)the company website.
C)advertisements.
D)signage.
E)the firm's reception area.
Q3) Which of the following is NOT a communications objective during the maturity and decline stages of the product life cycle?
A)Encourage repeat purchases.
B)Provide an ongoing contact with customers.
C)Create brand awareness.
D)Express gratitude to the existing customer base.
E)Confirm past purchase decisions.
Q4) Discuss the basic guidelines for developing service communications.
Q5) Discuss the steps necessary to manage the firm's service communication strategy effectively.
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Chapter 8: Managing the Firms Physical Evidence
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Sample Questions
Q1) A(n) ____ is the customer's composite of mental images of the service firm's physical facilities.
A)internal response moderator
B)perceived servicescape
C)cognitive response
D)emotional response
E)physiological response
Q2) ____ is the study of the use of physical evidence to create service environments and its influence on the perceptions and behaviors of individuals.
A)Ergonomics
B)Environmental psychology
C)Physics
D)Physical sociology
E)Environmental anthropology
Q3) One of the primary roles of a service firm's physical evidence is to package the service.Explain the managerial implications of "packaging the service."
Q4) How does the appearance of personnel impact how consumers perceive that the firm will handle the service aspects of its business?
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Chapter 9: People As Strategy: Managing Service Employees
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Q1) The two primary roles that boundary-spanning personnel fulfill are:
A)sales and profit-production.
B)sales and customer service.
C)information transfer and representation.
D)process flow and service.
E)information transfer and profit production.
Q2) Discuss the three sources of conflict for boundary-spanning service workers.
Q3) Which of the following tests of reward effectiveness reflects the notion that rewards should be given immediately following desired behaviors?
A)availability
B)flexibility
C)timeliness
D)durability
E)perishability
Q4) Discuss the customer profiles developed to assist customer contact personnel in dealing with "customers from hell."
Q5) Discuss the relevance of employee satisfaction as it relates to the service-profit chain.
Q6) Discuss the role of boundary-spanning personnel.
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Chapter 10: People As Strategy: Managing Service Customers
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Sample Questions
Q1) Disney informs guests how long the wait will be along various points of the lines that form for each of its attractions.This strategy helps minimize the effects of which of the following principles of waiting?
A)Preprocess waits feel longer than in-process waits.
B)Unoccupied waits feel longer than occupied waits.
C)Unfair waits seem longer than equitable waits.
D)The more valuable the service,the longer the customer will wait.
E)Uncertain waits feel longer than known,finite waits.
Q2) An individual who has expertise in the choice process of buying is called a(n): A)expert customer.
B)expert consumer.
C)novice consumer.
D)novice customer.
E)consumer performer.
Q3) Describe the way managers from different functions need to change their thinking because of the consumer inseparability model.
Q4) Discuss the old and new models for the end-to-end process of taking an airline trip.
Q5) List the eight principles of waiting.
Page 12
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Chapter 11: Defining and Measuring Customer Satisfaction
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Sample Questions
Q1) Personal factors that are stable over time and that increase a customer's sensitivity to how a service should be best provided are referred to as:
A)situational factors.
B)explicit service promises.
C)perceived service alternatives.
D)transitory service intensifiers.
E)enduring service intensifiers.
Q2) When forming customer expectations,the firm's brochure acts as a(n):
A)enduring service intensifier.
B)transitory service intensifier.
C)explicit service promise.
D)implicit service promise.
E)situational factor.
Q3) The number of competing alternative service providers available has the biggest influence on:
A)desired service.
B)perceived service roles.
C)ideal service
D)adequate service expectations.
E)derived expectations.
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Chapter 12: Defining and Measuring Service Quality
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Q1) Provide a brief description for each of the five gaps within the conceptual model of service quality.
Q2) All of the following are part of the logic for the position that satisfaction assists consumers inrevising service quality perceptions except:
A)Consumer perceptions of the service quality of a firm with which he or she has no prior experience is based on the consumer's expectations.
B)Subsequent encounters with the firm lead the consumer through the disconfirmation process and revisedperceptions of service quality are formed.
C)Once service quality perceptions are fixed,additional encounters with the firm have little bearing.
D)Revised service quality perceptions modify future consumer purchase intentions toward the firm.
E)The sum of a customer's satisfaction over time with a single firm equals the customer's service quality perception.
Q3) List the five dimensions of service quality.Which dimension is typically rated by customers as the most important? Which is typically rated as the least important?
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Chapter 13: Complaint and Service Recovery Management
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Q1) A firm's reaction to a customer complaint that results in customer satisfaction and goodwill is called a:
A)service recovery paradox.
B)service recovery.
C)critical incident.
D)moment of truth.
E)the critical incident technique.
Q2) Why is it that a great percentage of service customers never complain to the offending party?
A)They don't think it will do any good.
B)They accept part of the blame since they are directly involved in the process.
C)They don't know who to complain to.
D)They don't want to create a confrontation.
E)All of these are reasons customers do not complain.
Q3) Perceived justice consists of three components:
A)social,distributive,and ethical justices.
B)procedural,psychological,and social justices.
C)social,interactional,and physical justices.
D)distributive,interactional,and procedural justices.
E)social,ethical,and physical justices.
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Chapter 14: Customer Loyalty and Retention
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Q1) Under which conditions is it no longer worthwhile to keep a customer?
A)The account is no longer profitable.
B)Customers are abusive to the point where it lowers employee morale.
C)Contract conditions are no longer being met.
D)Customer demands are beyond reasonable.
E)All of these apply.
Q2) Bob defected to another service provider due to a friendship that developed through a civic club.Bob is an example of a(n) _____ defector.
A)price
B)organizational
C)service
D)market
E)technological
Q3) Which of the following is NOT an aftermarketing technique?
A)identifying customers and building a customer database
B)measuring customer satisfaction and continuously making improvements based on customer feedback
C)refraining from negative word of mouth advertising
D)maintaining a relationship with the customer after the initial sale
E)establishing formal customer communication programs
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Chapter 15: Pulling the Pieces Together: Creating a World
Class Service Culture
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Sample Questions
Q1) Discuss the concept of seamlessness.
Q2) Which of the following service audit question does NOT belong within the external service value component?
A)How does the firm measure value?
B)How is information on customer perceptions of the firm's value shared within the company?
C)Does the firm actively measure the gap between customer expectations and perceptions of services delivered?
D)Is service recovery an active strategy discussed among management and employees?
E)Are employees aware of internal and external customers?
Q3) ____ logic stresses cost containment and cost reduction through mass production.
A)Marketing
B)Finance
C)Accounting
D)Operations
E)Human resources
Q4) Discuss the major objectives of a service audit.
Q6) Discuss the importance of internal logics. Page 17
Q5) Briefly discuss the six key relationships depicted in the "service triangle."
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Page 18