Type:
Test Bank
Resource:
Hospitality Marketing Management
Edition:
5th Edition
Author(s):
Robert D. Reid David C. Bojanic
Chapter One Test Bank Multiple Choice Questions 1.
The primary focus of the marketing concept is to: a. generate a high level of customer traffic b. push products into the hands of consumers c. satisfy the wants and needs of consumers d. produce a high profit margin
2.
Which of the following is not a component of the original hospitality marketing mix? a. product-service mix b. communication mix c. presentation mix d. distribution mix
3. Which of the following traditional marketing mix elements is (are) part of the presentation mix? a. price b. product c. place d. promotion e. a and c 4.
Advertising and promotion are elements of the: a. product-service mix b. communication mix c. presentation mix d. distribution mix
5. Which of the following marketing mix variables would directly affect the cost section of an income statement? a. price b. product c. promotion d. b and c e. none of the above 6. Changes in the profile of residents within a city or given geographic area represent which of the following types of trends? a. economic b. political c. social d. technological
7.
During the last ten years, the percentage of independent restaurants has: a. increased b. decreased c. remained about the same
8.
Major airlines competing with charter airlines and commuter airlines is an example of: a. product form competition b. product class competition c. general competition d. budget competition
9.
Fast food chains competing with convenience stores and supermarkets is an example of: a. product form competition b. product class competition c. general competition d. budget competition
10. Which of the following is the correct order of the three stages in the marketing management cycle? a. marketing planning – marketing execution – marketing evaluation b. marketing evaluation – marketing planning – marketing execution c. marketing execution – marketing evaluation – marketing planning True/False Questions 1. The larger the firm, the more likely it will have a structured approach to scanning the environment and documenting trends. 2. Self-service applications have increased in the hospitality industry due to labor shortages and the high cost of labor. 3. Selling focuses on the needs of the consumer while marketing focuses on the needs of the seller. 4. Product category competition exists among companies that provide similar products and services to the same customers at a similar price level. 5. A good marketing manager will be able to control the external environment for her firm’s products and services.
Chapter Two Test Bank Multiple Choice Questions 1.
Which of the following is not a characteristic associated with services? a. intangibility b. simultaneous production and consumption c. consumer involvement d. consistent delivery
2.
Purchase decisions for services such as foodservice are heavily slanted towards: a. experience qualities b. search qualities c. credence qualities
3.
The practice of overbooking in hotels can be best attributed to which of the following service characteristics? a. the absence of inventories b. the great involvement of customers in the production process c. the relative importance of time factor d. the nature of service distribution channels
4.
Which of the following service positions would not be considered a boundary spanning role? a. hotel salesperson b. airline pilot c. front desk clerk d. waitress
5.
Which of the following is the first potential gap in the service quality process? a. service gap b. standards gap c. knowledge gap d. delivery gap
6.
When there is a discrepancy between management’s perception of what customers expect and how the firm designs the service delivery process to meet customer expectations, it is referred to as a: a. knowledge gap b. standards gap c. delivery gap d. communications gap
7.
According to Martin’s Five Step Process for Improving Customer Service, which of the following is not part of the procedural dimension? a. displaying a positive attitude and body language b. timeliness of service c. anticipation of customer needs before they occur d. clear and concise communication
8.
Which of the following is not one of the major categories of service failures? a. system failures b. customer needs failures c. unsolicited employee actions d. customer complaint failures e. all of the above are categories of service failures
9.
Which of the following is not a popular service recovery strategy? a. cost/benefit analysis b. anticipating the need for recovery c. training employees d. actively encouraging complaints e. all of the above are popular service recovery strategies
10.
Which of the following is the most straightforward method for evaluating customer satisfaction? a. surveys and comment cards b. shopping reports c. spoken comments and complaints d. trends in sales and market share
True/False Questions 1. Within the last several years, customer loyalty in the hospitality industry has increased. 2. If any of the first four gaps occur in the service quality process, then a service gap will occur as well. 3. Internal marketing refers to the process of communicating with employees. 4. Customer satisfaction occurs when customer expectations exceed the perceptions of the service delivered. 5. Complainers are more likely to do business with a firm again than non-complainers that have a problem.