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）》在线作业三

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-00003

1.在本文中引用的营销研究技术中,最耗时的是
选项A：调查
选项B：问卷
选项C：专门小组
选项D：数据分析
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2.如果你的百分比达到75和频率为10,你的总评分点(GRP)将是
选项A：750
选项B：7,500
选项C：75
选项D：7.5
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3.Which of the following is true?
选项A：Social and political events have little effect on the buying behavior of consumers in the hospitality market
选项B：Individual business travelers attending a meeting, conference, or convention generally select their own accommodations and negotiate their own room rates
选项C：Married couples on vacation are likely to travel on a per diem basis
选项D：Uncomplicated reservation processes are important to travel agents when arranging and scheduling travel for their clients
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4.In a marketing plan, key objectives should:
选项A：not address pricing philosophy because of possible antitrust violations
选项B：detail how to achieve strategies or action steps associated with the plan
选项C：be quantified by dollar amounts or percentages when the objectives are related to volume
选项D：describe a property’s position in the marketplace in relation to its competitors
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5.根据“克莱顿反垄断法”奥鹏南开在线作业满分答案参考,下列哪项是非法的?
选项A：与经销商和客户签署独家交易和绑定协议
选项B：与其他公司合并，导致合并后的公司成为唯一的供应来源
选项C：同时担任竞争公司董事的个人
选项D：上述所有的
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6.饭店房间的房价范围应为:
选项A：狭窄
选项B：广阔
选项C：基于饭店退休人员的市场
选项D：有限
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7.在______促销中,潜在客户需要做某事来利用奖励优惠
选项A：开放
选项B：关闭
选项C：类型匹配
选项D：履行
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8.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
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9.Which of the following statements about marketing in the hospitality industry is true?
选项A：Marketing efforts should focus on the needs of the buyer
选项B：Marketing efforts should focus on the needs of the hospitality company
选项C：Marketing efforts should focus on the needs of the marketing department
选项D：None of the above
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10.这是一个好主意:
选项A：只有一个链接到您的网站
选项B：不超过四个链接到您的网站
选项C：尽可能多的链接，适合于您的网站
选项D：没有来自您的网站的链接，但是您的网站的链接是可以接受的，只要它们是适当的
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11.你自己进行的研究称为______研究
选项A：主要
选项B：定量
选项C：次要
选项D：定性
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12.让消费者对您的运营产生积极反应的一种方法是:
选项A：发送新鲜的信号
选项B：确保您的产品或服务可以通过整洁干净的测试
选项C：向客户表示同情
选项D：上述所有的
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13.In the 1950s and 1960s, _________ driven forces gave rise to new ideas in the hospitality industry that resulted in increased market and product segmentation.
选项A：externally
选项B：socially
选项C：internally
选项D：legislatively
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14.Which of the following best describes the corporate strategy introduced by Kemmons Wilson in the 1950s?
选项A：computerized hotel reservations
选项B：the motel, a highway or roadside product aimed at the family market
选项C：direct-line telephones in all guestrooms
选项D：suites and penthouses as an alternative to regular guestrooms for those demanding up-scale accommodations
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15.市场调查的目的是
选项A：引出消费者意见
选项B：揭露关于市场的事实
选项C：获得潜在趋势的洞察
选项D：上述所有的
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16.在成本收入分析中,总收入等于总成本的点被称为:
选项A：价格点
选项B：损失点
选项C：利润点
选项D：盈亏平衡点
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17.A promotion that features a property employee and his or her hobby is called an:
选项A：administrative assistants appreciation club
选项B：employee-VIP-of-the-month program
选项C：employee-of-the month program
选项D：employee-interest promotion
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18.Until 2006, the four major global distribution systems (GDSs) were:
选项A：Amadeus, Galileo, SPEAR, and Worldscope
选项B：Amadeus, Apollo, COVIA, and Worldspan
选项C：Apollo, Global, Sabre, and Worldwide
选项D：Amadeus, Galileo, Sabre, and Worldspan
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19.In the concept of customer development strategies, which of the following is the best or most desired customer category?
选项A：investors (time)
选项B：first-time customers
选项C：repeat customers
选项D：members
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20.以下哪种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广告信息。
选项A：利益型广告
选项B：系列型广告
选项C：报价型广告
选项D：品牌识别型广告
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21.Electronic marketing via the Internet provides significant consumer value, which is being redefined as:
选项A：speed
选项B：lower price
选项C：convenience
选项D：customer
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22.以下哪个属于数据库系统的三大要素
选项A：技术
选项B：页面设置
选项C：准确的资料
选项D：优先设置
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23.When making e-mail or fax offers, marketers should:
选项A：send the offers to current customers in a service-oriented manner
选项B：offer customers the option of not receiving the message
选项C：assess whether e-mail and fax marketing will do the business more harm than good
选项D：offer customers more
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24.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
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25.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
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26.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
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27.When calculating payback with regard to promotions, which of the following costs need to be factored into the equation?
选项A：value of the discount
选项B：number of coupons distributed
选项C：advertising and media
选项D：number of the discount
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28.制定营销方案的战略有
选项A：部分战略
选项B：整体战略
选项C：媒体战略
选项D：推销战略
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29.在欧洲各国,旅游业一直受到人们的高度重视。除了国家旅游组织的促销宣传之外,旅游企业用于推销旅游的手段还包括
选项A：大众传媒
选项B：陈列销售
选项C：直销网点
选项D：产品组合
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30.One of the most popular linear diagrams used by market researchers is the decision tree, which is used to show pathways to targets and:
选项A：assess alternative strategies
选项B：develop networks and alliances
选项C：aid in the decision-making process
选项D：assess alliances
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31.上游整合:这种情况发生在一家公司收购原来由供应商提供的业务,例如一家快餐公司收购土豆供应企业,或者航空公司兼并快餐公司。
选项A：对
选项B：错
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32.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
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33.纵向整合:它发生在一家公司在某个行业细分市场里的份额不断提高的时候。
选项A：对
选项B：错
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34.系列型广告的特点是直接表现广告平台的内容,以此具体说明消费者购买你的产品或服务的原因。
选项A：对
选项B：错
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35.在旅游服务业中,消费者调研有多种不同的形式。就饭店和度假村而言,最为常见的一种便是所谓的现期顾客调研。
选项A：对
选项B：错
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36.焦点小组座谈这一调研技术可以更深入地提供有关消费者态度和行为等方面的定性调研成果。
选项A：对
选项B：错
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37.促销的基本思路在于让消费行为增加或超过预期水平,促销没有时效性。
选项A：对
选项B：错
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38.营销调研的目的在于提供有关的事实情报,以帮助企业对其产品、价格和营销战略做出恰当判断。
选项A：对
选项B：错
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39.Marketing efforts should focus on the needs of the hospitality company.()
选项A：对
选项B：错
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40.Natural borders define the boundaries of metropolitan statistical areas.()
选项A：对
选项B：错
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41.为营销活动(除了维持目前营业量缩需要的核心营销开支项目之外)做资源规划额工作始于识别企业有哪些特定的业务需要,并将目标市场对准那些盈利能力最强,能够满足这些特定不过需求的消费者细分市场。
选项A：对
选项B：错
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42.在很多情况下,“直接调查”和“问卷调查”这两个术语通常不能呼唤使用。
选项A：对
选项B：错
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43.在住宿业中,产品和服务调研通常被称为去也调研。
选项A：对
选项B：错
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44.焦点小组是一种通过小组讨论的形式,围绕系统的预设问题去征求个人观点的营销调研技术。
选项A：对
选项B：错
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45.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
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46.Consumers in the quick-service (fast-food) market industry segment seek convenience and are also sensitive to price.()
选项A：对
选项B：错
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47.市场营销的焦点不包括融资渠道。
选项A：对
选项B：错
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48.直接调查用于了解消费者的观点、解释事实真相以及领悟潜在的趋势。
选项A：对
选项B：错
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49.Demographic segmentation reveals the benefits consumers seek and the needs they expect to satisfy.()
选项A：对
选项B：错
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50..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
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