Deck 7: Marketing and Associated Activities

Question 1

Marketing, as addressed in this article, is the sales and marketing department?

Answer 1

False

Question 2

In order to determine the answers to the question of what the hotel should be and what the hotel should offer to its guests, the managers of a hotel should study their marketing situation?

Answer 2

True

Question 3

According to the article, a hotel who attempts to be all things to all potential customers is ineffective?

Answer 3

True

Question 4

Reservations, revenue and channel management is the fastest changing part of hotel management today?

Question 5

The customers that the hotel is best able to attract and serve are known as the hotels marketing segment?

Question 6

Determining a suitable pricing strategy for hotels rooms is critical for a hotel because it determines _____________.

A) Whether or not the customers will purchase from the hotel
B) Whether the hotel's customers will be satisfied with the value they receive from the hotel
C) The managers bonus structure
D) All of the above
E) Only a and b

Question 7

Marketing is defined as a process of creating and sustaining productive relationships with desirable customers?

Question 8

According to the article, the key to both financial health and market leadership is retaining a higher proportion of the hotels customers than any of the hotels competitors?

Question 9

The first two steps of the circular model developed by Waller are: 1) deciding what the hotel should be and what to offer their guests and 2) creating customer awareness and stimulating demand. These two steps establishes the hotels value proposition?

Question 10

Which of the following are considered "tools" a marketer can use to create customer awareness and stimulate customer demand?

A) Telemarketing
B) Partnership alliances
C) Price promotions
D) Sales blitzes
E) All of the above

Question 11

Typically, hotels repeat their marketing processes of the past. This can be risky as the hotels customers and competitors are always changing?

Question 12

When a customer is interested in purchasing a room from a hotel, he/she is able to do so through the hotels distribution network. Which of the following is part of a hotels distribution network?

A) Travel agencies
B) Marketing organizations
C) The central reservations system
D) All of the above
E) Only a and c

Question 13

The most critical part of the marketing process are the steps that comprise of the "operations"?

Question 14

According to the article, there are three factors known as the "Three C's") that come into consideration in pricing. These three factors are:

A) Costs, competition, and customers' comfort zones
B) Competition, caring, and consideration
C) Costs, control, and competition
D) Control, costs, and customers
E) Culture, caring, and consideration

Question 15

Direct selling is the primary marketing tool used to create awareness and stimulate demand?

Question 16

According to the article, it is unnecessary for the hotel managers to include the salespeople when determining their the salespeople's) goals for the coming year?

Question 17

Which of the following components is are) parts) of a hotels marketing situation?

A) The hotels strengths and weaknesses
B) The various kinds and numbers of customers available in the marketplace
C) The hotels competitors
D) All of the above
E) Only a and b

Question 18

The hotel business has changed enormously over the past thirty years. Which of the following are noted as being responsible for part of the change?

A) Customers are becoming more loyal to their favorite hotel
B) Special niche forms of lodging have been introduced
C) The labor market is comprised of more experienced workers
D) A hotels marketing department is becoming obsolescent
E) All of the above

Question 19

According to the author, price setting requires many facets that only the general manager of the hotel is able to perform. One of the facets mentioned in the article is talent and skills of data gathering and analysis. Which of the following was NOT listed as one of the facets?

A) Accounting and building pro formas
B) Interpreting and drawing inferences
C) Knowing when and how to delegate the responsibility of pricing
D) Decision-making
E) All of the above were mentioned in the article

Question 20

The circular marketing process model introduced in this article is comprised of many factors. Which of the following is NOT one of the factors?

A) The managers of the hotel must make the hotel available to their customers
B) A hotel should measure their guests satisfaction
C) The managers must set the hotels pricing structure
D) The managers should pay close attention to their shareholders needs
E) The managers should work to retain their customers

Question 21

Use the following information to answer questions 36-38:

Using the elimination by aspects rule, which hotel would be chosen given a cutoff value of +2?

A) Hotel A
B) Hotel B
C) Hotel C
D) Hotel D

Question 22

When noncompensatory decision rules are used, a brand or product cannot compensate for weak performance on one attribute by performing well on other attributes when compared to competing alternatives?

Question 23

In the article, it was stated that a consumers behavioral intentions don't always translate into corresponding behavior. Which of the following were reasons for the discrepancy?

A) A consumer may be traveling with friends who have different attitudes and preferences.
B) A hotels competitors may have a temporary price reduction in room rates.
C) The most preferred hotel is not located in a specific area.
D) All of the above
E) Only b and c

Question 24

Decision rules are defined as strategies used by managers of a hotel when determining which attributes to offer to its guests?

Question 25

According to the article, attitude is the tendency to respond in a consistently favorable or unfavorable manner toward a target
e.g., brand or product)?

Question 26

Compensatory decision rules often lead to less than optimized results, but they are often employed when consumers "satisfice" or seek an outcome that is "good enough"?

Question 27

The multi-attribute attitude model is also referred to as the Fishbein linear compensatory model?

Question 28

Use the following information to answer questions 36-38:

Using the lexicographic decision rule, which hotel is likely to be chosen?

A) Hotel A
B) Hotel B
C) Hotel C
D) Hotel D

Question 29

Increasing belief strength for a hotels attributes is not always a successful strategy for a hotel in a situation assuming a compensatory model is being used?

Question 30

The lexicographic decision rule is classified as a compensatory decision rule?

Question 31

After demonstrating the use of the multi-attribute attitude model, the authors offer three considerations to keep in mind when implementing this model. Which of the following is NOT one of the three?

A) The model is relative in nature.
B) The model is only functional in stable environments.
C) It is important to include all competitors in the model.
D) It is important to select appropriate salient attributes.
E) None of the above were mentioned in the article

Question 32

Consumers' choices are influenced by the goals they attempt to achieve?

Question 33

When developing a compensatory model, it is important for the managers to include all possible attributes?

Question 34

Behavioral intentions always translate into corresponding behavior?

Question 35

According to the author, the health of a hotel's marketing process should be measured in a longer time horizon than a month or a quarter. If properly monitored and controlled, a healthy marketing process results in which of the following?

A) Rising room revenues per available room
B) Rising market share to a share index over 100
C) Falling costs of acquiring customers
D) Rising customer satisfaction rating
E) All of the above

Question 36

The multi-attribute attitude model is the most popular compensatory decision rule?

Question 37

Noncompensatory decision rules tend to simplify a consumers decision making?

Question 38

When a consumer selects a brand according to the alternative that scores highest on a single attribute deemed most important, he/she is using which decision rule?

A) Multi-attribute attitude
B) Elimination by aspects
C) Lexicographic
D) Conjunctive
E) None of the above

Question 39

Use the following information to answer questions 36-38:

Using the Multi-attribute attitude model, which hotel scores the highest in overall brand attitude?

A) Hotel A
B) Hotel B
C) Hotel C
D) Hotel D

Question 40

When a consumer establishes a cutoff criterion that must be met in the consideration set on all salient attributes for brands to remain in consideration, he/she is using which decision rule?

A) Multi-attribute attitude
B) Elimination by aspects
C) Lexicographic
D) Conjunctive
E) None of the above

Question 41

A manager's intuition plays a key role in determining the hotels pricing strategy?

Question 42

Which of the following are considered to be qualitative pricing approaches?

A) The Hubbart Formula
B) Percentage Increase
C) Pied Piper
D) All of the above
E) Only b and c

Question 43

Pricing of the hotels rooms is critical to the success of the hotel. In addition, pricing is also:

A) A determinator of the customer profile the hotel is looking for.
B) An indicator of the quality of services offered by the hotel.
C) An indicator of the market segment the hotel is competing in.
D) All of the above
E) Only a and c

Question 44

Which of the following pricing approaches is focused on computing an average room rate that would cover operational costs and yield a reasonable Return On Investment ROI)?

A) Rule-of-Thumb
B) Hubbart Formula
C) Follow the Leader
D) Gouge Em
E) Pied Piper

Question 45

Creativity is known to play a large part in employee satisfaction and employee retention?

Question 46

Recent technology innovations, such as yield management software packages, has weakened the manager's ability to effectively determine hotel pricing?

Question 47

Which of the following are considered to be quantitative pricing approaches?

A) Rule-of-Thumb
B) Hubbart Formula
C) Gouge Em
D) All of the above
E) Only a and b

Question 48

The benefit of competition-driven pricing is the fact that it ignores differences in operating expenses and customer perceived value?

Question 49

Which of the following has been credited for increasing the speed and sophistication of room-rate yield or revenue maximization?

A) Internet bookings
B) Knowledgeable customers
C) Yield management software
D) An experienced management team
E) Only a and c

Question 50

The widespread use of the Internet by customers has given hotels several advantages. Which of the following is are) considered to be the advantages) to the hotel?

A) The cost of online bookings is lower than through other distribution channels.
B) It provides the hotel the opportunity to monitor inventory in real time.
C) It generates loyal customers by making them eligible for bonus points.
D) All of the above
E) Only a and c

Question 51

Yield management software is able to control inventory for rate availability in real time?

Question 52

Historically, hotel pricing was determined by a triangular relationship between cost, demand and competition.

Question 53

Pricing distribution and revenue management techniques are a mix of science and art?

Question 54

The "Hubbart Formula" is a qualitative pricing strategy method issued by the American Lodging Foundation?

Question 55

Customer satisfaction is a crucial component of marketing, pricing and yield management?

Question 56

In hotels that are part of a chain, who is typically responsible for determining the pricing guidelines?

A) The general manager of the hotel
B) The revenue management team of the hotel
C) Corporate headquarters
D) Property managers
E) None of the above

Question 57

The corporate office of a hotel is responsible for setting guidelines for the hotel in terms of pricing structure and market segments?

Question 58

Traditionally, hotels used three to five room-rate levels; otherwise the adjustment became too complex for the human brain. However, with the introduction to yield management software, some hotel chains now use up to ________ rate levels.

A) 7
B) 10
C) 12
D) 15
E) 20

Question 59

Due to the fact that it takes years for managers to develop brand recognition and quality, it is highly unlikely that it can be damaged by an unknowledgeable pricing strategy?

Question 60

Profit is the single most important criterion of a hotel?

Question 61

Forecasts are used to project the number of labor hours needed in a given time period?

Question 62

Simply speaking, marketing is getting and keeping a customer?

Question 63

Successful selling can be classified as understanding the real needs of the buyer, communicating effectively how the product and service will fulfill the buyer's needs, and then successfully deliver the product and service.

Question 64

Training and an individual's motivation are not useful determinants of successful selling?

Question 65

History is not a good indicator of what may occur in the future for hotels?

Question 66

Sales and marketing are completely distinct concepts?

Question 67

Which of the following revenue channels is used by travel agents to make reservations at Paul Chappelle's hotels?

A) 1-800 vanity number
B) Central reservations office
C) Global distribution system
D) The local hotel's front desk
E) None of the above

Question 68

Sales organization only refers to departmental organizational issues?

Question 69

According to the article, after forecasts have been completed, they are a useful tool to:

A) Project the amount of labor costs associated with running a hotel
B) Set goals for the sales and catering managers
C) Offer a viable explanation to past events
D) Only a and b
E) Only a

Question 70

According to Paul Chappelle, forecasting and tracking takes up ______% of his time.

A) 25
B) 35
C) 45
D) 65
E) 75

Question 71

The most critical revenue channel of a hotel is the GDS. GDS is the acronym for which of the following?

A) Global Dining Series
B) Global Distribution System
C) Generic Distribution Strategy
D) Goal Developmental Strategy
E) None of the above

Question 72

The easiest approach to serving as a liaison between the operations and sales departments is by facilitating frequent, open, and honest communication between the parties?

Question 73

In terms of corporate hierarchy, pricing is formulated and executed on which of the following levels?

A) Strategy
B) Structure
C) Tactics and execution
D) Measurement
E) Only a, c and d

Question 74

Factors that should be taken into consideration when creating a forecast include:

A) History
B) Competition
C) Weather
D) Seasonality
E) All of the above

Question 75

Forecasting is one of the most important responsibilities of a revenue manager?

Question 76

Organizing a sales department means determining who is going to do what?

Question 77

Sales management addresses the logistics of sales solicitation?

Question 78

All client-contact personnel of a hospitality organization perform personal selling consciously or unconsciously?

Question 79

When forecasting for the upcoming year, a revenue manager should take into consideration the pickup and departure patterns of conventions?

Question 80

The retail rate is also known as a bucket of premium or BAR charged on the open market. BAR is an acronym for which of the following?

A) Best available rates
B) Biggest available revenue
C) Best available revenue
D) Brand availability rate
E) Brand awareness rate