南开大学22秋学期（高起本：1603、1609、1703）《饭店业市场学（一）（二）（EI双语）》在线作业二

奥鹏南开在线作业满分答案参考

22秋学期（高起本：1603、1609、1703）《饭店业市场学（一）（二）（EI双语）》在线作业-00002

1.The justification for the marketing budget is the:
选项A：method of allocation of available funds among the various marketing functions
选项B：amount of funding necessary to support the marketing plan programs and certain other activities not specifically identified
选项C：result of research and analysis conducted
选项D：incremental funds available
满分答案问询微信：424329

2.In the context of customer service, a point of encounter is:
选项A：any situation in which a customer voices a complaint to a hospitality staff member
选项B：any point at which the customer comes into contact with a business or its representatives
选项C：an instance in which a customer with a complaint goes directly to upper management to voice his or her displeasure, rather than to the applicable staff member on duty
选项D：none of the above
满分答案问询微信：424329

3.营销预算的理由是:
选项A：在各种营销功能之间分配可用资金的方法
选项B：支持营销计划方案所需的资金数额和未明确确定的某些其他活动
选项C：结果进行了研究和分析
选项D：增量资金
满分答案问询微信：424329

4.Which of the following statements about joint promotions is true?
选项A：You should not enter into a joint promotion unless the other party guarantees the cost-benefits ratio
选项B：Joint promotions always improve your base business
选项C：You should not enter into a joint promotion unless the other party has an equal or better overall reputation
选项D：Joint promotions always improve your overall market
满分答案问询微信：424329

5.关于公共关系的以下说法__是正确的
选项A：公共关系是一种有效的营销手段
选项B：公共关系，根据定义，只处理公司外部的公众
选项C：由于其无形的性质，公共关系是不可衡量的
选项D：宣传和公共关系是同义词
满分答案问询微信：424329

6.操作检查表:
选项A：可能很难适应个别财产
选项B：从客人关系工作人员选择填写它的角度评价财产
选项C：列出客人不满意的项目或区域
选项D：从访客的角度评估属性
满分答案问询微信：424329

7.A marketing plan helps you analyze what you have learned about your business and translate it into:
选项A：competitive intelligence
选项B：research questions.
选项C：action programs
选项D：sales programs
满分答案问询微信：424329

8.It is a good idea to have:
选项A：just one link to and from your website
选项B：no more than four links to and from your website
选项C：as many links as possible and appropriate to and from your website
选项D：no links from your website, but links to your website are acceptable as long as they are appropriate
满分答案问询微信：424329

9.From a marketing perspective, why are employee motivation programs important?
选项A：Unmotivated and unhappy employees raise turnover rates, and recruiting, hiring, and training replacement employees is costly and time-consuming
选项B：Employees who are content are less likely to favor membership in labor unions
选项C：Motivation programs that help bolster employee morale directly affect sales
选项D：a and b
满分答案问询微信：424329

10.Following a heated budget discussion during a senior staff committee meeting, the marketing executive of a hospitality firm outlined arguments in favor of adopting a zero-base budgeting process. Which of the following statements would be included on that list?
选项A：Zero increases, zero decreases—we should be continue to allocate resources to all departments based on amounts approved at the budget meetings we’ve held over the last two years
选项B：Nothing is sacred—we all must justify every planned expenditure
选项C：The budget formulas we used last year provide a sound basis for helping us respond to changes in the marketplace
选项D：The most valid procedure for calculating budget needs in each department is to increase the budgets each year by the previous year’s rate of inflation
满分答案问询微信：424329

11.以下哪个例子说明了饭店服务行业横向整合的概念
选项A：四季酒店
选项B：预算租车
选项C：万豪国际
选项D：以上都不是
满分答案问询微信：424329

12.When you market on the Internet, the major change you will encounter is:
选项A：a larger market area
选项B：a smaller and more limited market area
选项C：a more discerning customer base
选项D：a and b
满分答案问询微信：424329

13.Of the following statements about press releases, which is true?
选项A：All press releases should be in form.
选项B：So that the maximum amount of material about your subject can be included, the “body” of the release must be single-spaced
选项C：Photographs should never accompany a press release
选项D：The headline should appear in capital letters at the bottom of the first page
满分答案问询微信：424329

14.In a##an__________ promotion, a prospective customer is required to do something in order to take advantage of an incentive offer.
选项A：open
选项B：closed
选项C：type matchup
选项D：fulfillment
满分答案问询微信：424329

15.下面哪一个是外部驱动力量的例子(是例子),足以影响和塑造公司战略,因为它涉及到产品,质量和服务水平等事情?
选项A：人口趋势
选项B：层定性分割
选项C：商业国际主义
选项D：上述所有的
满分答案问询微信：424329

16.Under __________ , persons or firms cannot offer a price to one buyer that they do not offer to another, if the two are purchasing substantially the same product or service, during the same time period, in the same quantity.
选项A：Article III of the Federal Trade Commission Act
选项B：the Sherman Antitrust Act
选项C：the Robinson-Patman Act
选项D：the Price Control Antitrust Act
满分答案问询微信：424329

17.在高级工作人员委员会会议上进行了热烈的预算讨论之后,酒店公司的营销主管概述了支持采用零基预算编制程序的论点。列表中将包括以下哪些语句
选项A：零增长，零减少 – 我们应该继续根据我们在过去两年举行的预算会议批准的数额，向所有部门分配资源
选项B：没有什么是神圣的 – 我们都必须为每一个计划的开支辩护
选项C：我们去年使用的预算公式为帮助我们应对市场变化提供了坚实的基础
选项D：计算每个部门的预算需求的最有效的程序是每年将预算增加到上一年的通货膨胀率
满分答案问询微信：424329

18.以下哪项是电话销售的关键
选项A：请求反对
选项B：倾听
选项C：彻底了解您的产品或服务
选项D：b和c
满分答案问询微信：424329

19.在准备和提供担保材料时,以下哪个关键点是实践细节如何实现的
选项A：它确保与组织的其他营销消息的一致性
选项B：它确保材料的目的是清楚的
选项C：它确定附属材料是否满足其设计的营销目的
选项D：它避免了“越是越好”的方法，压倒客人的信息
满分答案问询微奥鹏南开在线作业满分答案参考信：424329

20.Use of a shopper service is an effective way to:
选项A：establish allocation priorities
选项B：recognize problems and identify solutions
选项C：deal satisfactorily with customer complaints.
选项D：a and c
满分答案问询微信：424329

21.The overall goal of hospitality marketing is the sale of:
选项A：product
选项B：service
选项C：image
选项D：money
满分答案问询微信：424329

22.Internal communication is especially critical to success in hotel sales because:
选项A：sales affects all departments
选项B：efficient delivery of the product or service is dependent on all departments knowing the customer’s needs and what is to be delivered, when, and where
选项C：information exchange results in better service and product delivery throughout the hotel.
选项D：information and sale
满分答案问询微信：424329

23.电子营销的类型包括
选项A：网站
选项B：电子邮件
选项C：传真
选项D：短信
满分答案问询微信：424329

24.当代的市场细分方法包括
选项A：地理细分法
选项B：人口统计细分法
选项C：心理因素细分法
选项D：利益和需求细分法
满分答案问询微信：424329

25.Which of the following marketing benefits can automated property management systems provide?
选项A：accurate business forecasting, enabling timely rate adjustments
选项B：improved guest service
选项C：improved guestroom inventory control
选项D：reduce the price
满分答案问询微信：424329

26.市场营销预算的编制方法有
选项A：销售额百分比法
选项B：任务法
选项C：竞争对手法
选项D：零基预算
满分答案问询微信：424329

27.Travel retailers such as travel agents are typically motivated by:
选项A：high margins on sales
选项B：volume packages
选项C：supplier reliability
选项D：sale price
满分答案问询微信：424329

28.Which of the following would be recognized as a brand name within the hospitality industry?
选项A：Hertz
选项B：Hilton
选项C：McDonald’s
选项D：HM
满分答案问询微信：424329

29.To determine which market segments your property should or should not pursue, consider:
选项A：how profitable the segment is
选项B：how suitable your existing facilities are for that segment
选项C：the segment’s trend for growth or decline.
选项D：the profitable of the hotel
满分答案问询微信：424329

30.被人们广泛使用的营销调研基本技术包括
选项A：直接调查
选项B：问卷调查
选项C：趋势调研
选项D：焦点小组
满分答案问询微信：424329

31.市场营销的焦点不包括融资渠道。
选项A：对
选项B：错
满分答案问询微信：424329

32.系列型广告主要通过创意性的重复和相似的人物和文案主题按计划分步骤地向受众传达灌高信息。
选项A：对
选项B：错
满分答案问询微信：424329

33.Use of a shopper service is an effective way to deal satisfactorily with customer complaints.()
选项A：对
选项B：错
满分答案问询微信：424329

34.产品和服务调研的任务是将你的产品或服务同竞争对手的产品或服务进行比较。
选项A：对
选项B：错
满分答案问询微信：424329

35.Demographic segmentation reveals the benefits consumers seek and the needs they expect to satisfy.()
选项A：对
选项B：错
满分答案问询微信：424329

36.首要影响区域对旅游服务业市场营销的媒体计划有着很好的应用,其不可以用邮政编码进行地区划分。
选项A：对
选项B：错
满分答案问询微信：424329

37.Natural borders define the boundaries of metropolitan statistical areas.()
选项A：对
选项B：错
满分答案问询微信：424329

38.同直接调查和问卷调查相比,开展焦点小组座谈比较费时,营销者要花很多时间去组织和跟踪。
选项A：对
选项B：错
满分答案问询微信：424329

39..According to an executive mentioned in the chapter, Sheraton owns the most hotels in the United States today.()
选项A：对
选项B：错
满分答案问询微信：424329

40.Marketing efforts should focus on the needs of the buyer.()
选项A：对
选项B：错
满分答案问询微信：424329

41.It is ill-advised strategy to form a marketing budget based on last year’s expenses.()
选项A：对
选项B：错
满分答案问询微信：424329

42.参加行业会议的商务旅行者对价格比较敏感,而参加公司会议和研讨会则不然。
选项A：对
选项B：错
满分答案问询微信：424329

43.最为有效的营销方法或营销技术需要依据目标市场的特点加以确定。
选项A：对
选项B：错
满分答案问询微信：424329

44.If the sales department doesn’t communicate with catering, a meeting room might be sold on the same day at the same time to two different groups.()
选项A：对
选项B：错
满分答案问询微信：424329

45.行业广告的受众是介于你记得产品或服务的终端使用者之间的中间商。
选项A：对
选项B：错
满分答案问询微信：424329

46.开展促销活动的关键在于做好成本规划并明确预期回报。
选项A：对
选项B：错
满分答案问询微信：424329

47.环境调研中一项关键性的核心任务是预估将会遇到任何形式的机会和威胁,以及这些机会和威胁将会如何影响你的业务。
选项A：对
选项B：错
满分答案问询微信：424329

48.直接调查是旅游服务业中应用最广的调研技术,形式和目的不尽相同。
选项A：对
选项B：错
满分答案问询微信：424329

49.营造声誉型广告主要通过权威证据、自我评价、其他单位的评价,或者引述领袖人物或专业人士的话语去提高所宣传产品或服务的声誉,或者在广告中放上他们的照片或签名,以暗示他们对该产品或服务的一种肯定。
选项A：对
选项B：错
满分答案问询微信：424329

50.Marketing efforts should focus on the needs of the hospitality company.()
选项A：对
选项B：错
满分答案问询微信：424329