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）》在线作业一

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-00001

1.物业的营销平台是:
选项A：其营销计划的逐项概要
选项B：对客户的利益列表和优势超过竞争
选项C：标识您的产品的一般声明
选项D：整体营销策略的详细列表
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2.In cost-revenue analysis, the point at which total revenues equals total costs is called the:
选项A：price point
选项B：loss point
选项C：profit point
选项D：breakeven point
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3.完成营销计划需要详细分析:
选项A：您的产品
选项B：你的竞争
选项C：你的市场
选项D：上述所有的
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4.以下哪一项最好地描述了凯蒙斯威尔逊在20世纪50年代引入的企业战略?
选项A：电脑化酒店预订
选项B：汽车旅馆，高速公路或路边产品针对家庭市场
选项C：所有客房都设有直拨电话
选项D：套房和阁楼，作为定期客房的替代，那些要求高档住宿
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5.An objective of revenue maximization is to:
选项A：sell all rooms at the corporate rate when demand is high
选项B：select market-mix targets based on the lowest corporate rate
选项C：select market-mix targets based on the highest corporate rate
选项D：control and manage the type and nature of group business and transient business
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6.在您可以管理收益率或设置价格之前,您需要:
选项A：确保收益将超过收入
选项B：为不同的市场部门设置内部增量支出模式
选项C：定义定价策略，以确定年利率水平
选项D：确定提供最大收入和利润潜力的目标市场组合
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7.If your press release is a news item, you should forward it to a newspaper’s:
选项A：city desk
选项B：editorial desk
选项C：feature editor
选项D：either a or b
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8.The first step in preparing and presenting collateral material is:
选项A：determining compatibility with the entire marketing program
选项B：ensuring consistency
选项C：including practical detail.
选项D：identifying the primary purpose of the material.
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9.为了营销的目的,下列哪一个定义了最小的地理区域?
选项A：一个区域
选项B：一个大都市统计区
选项C：邮政编码
选项D：一个小区域
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10.下面哪种套餐的重点在于提供实惠?
选项A：主题旅游套餐
选项B：假日旅游套餐
选项C：价格类套餐
选项D：全包式旅游套餐
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11.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
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12.Combining two or more travel products##services and offering them to consumers for one price is called:
选项A：aggregation
选项B：consolidating
选项C：discounting
选项D：packaging
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13.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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14.根据旅行、住宿和膳食的每日津贴对消费者进行分类是以下哪个例子:
选项A：价格敏感性
选项B：价格分割
选项C：价格红线
选项D：价格心理
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15.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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16.中介对旅行营销工作很重要,因为他们:
选项A：协助和影响最终用户选择旅行和款待选项
选项B：是终极用户和旅游营销工作的重点
选项C：作为旅行者预订、购买门票和安全隔夜住宿的必备要求
选项D：只服务于旅游市场的业务部门，因此代表了旅行收入的很大一部分
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17.Which of the following statements about your sales image is true?
选项A：Your sales image is made up of such things as your dress, speech, and mannerisms
选项B：You shouldn’t adjust your sales image to meet the expectations of your clients
选项C：It’s easy for most salespeople to learn about their sales image
选项D：Your sales image is not an important factor in making a sale
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18.Categorizing consumers based upon per diem allowances for travel, lodging, and meals is an example of:
选项A：price sensitivity
选项B：price segmentation
选项C：price red-lining
选项D：price psychographics
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19.Special services, membership symbols, and recognition of frequent users are key factors of which of the following marketing tools?
选项A：meal-of-the-month clubs
选项B：employee-of-the-month programs
选项C：VIP clubs
选项D：all of the above
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20.投诉:
选项A：可以指示操作人员没有履行营销消息的区域
选项B：可以，如果处理有效，导致客人满意和重复业务
选项C：不可能完全消除
选项D：上述所有的
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21.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
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22.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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23.Competitive position is a function of:
选项A：the price of the hotel.
选项B：your hotel’s location, facilities, rates, and so forth
选项C：a property’s ability to meet the needs of available market segments.
选项D：the amount and quality of competition
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24.Trade publications are an important public relations tool because they:
选项A：advertorial space
选项B：are widely read by those with an interest in your specific industry
选项C：are a natural and effective outlet for your news releases.
选项D：provide synergistic benefits of advertorial space
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25.Which of the following is a key to telephone sales?
选项A：Asking for objections
选项B：Listening
选项C：Thoroughly knowing your product or service
选项D：speaking
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26.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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27.Research supports a property’s overall marketing effort by identifying:
选项A：what is currently happening in the market
选项B：which competitors are having an impact on the market
选项C：what is likely to happen to the market
选项D：奥鹏南开在线作业满分答案参考what competitors are having an impact on the market
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28.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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29.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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30.Completing the marketing plan requires detailed analysis of:
选项A：your product
选项B：your competition
选项C：your market
选项D：your price
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31.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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32.当销售人员判断顾客购买额外产品会更满意时,就应该进行建议式推销。
选项A：对
选项B：错
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33.Marketing efforts should focus on the needs of the buyer.()
选项A：对
选项B：错
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34.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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35.同直接调查的做法一样,问卷调查的开展也可有当面调查、电话调查、邮寄调查和网上调查等多种方式。问卷调查往往是间断进行的,包括客人意见问卷和新顾客##新购买者问卷
选项A：对
选项B：错
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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
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37.员工和消费者的接触点是赢得或者失去消费者的机会。
选项A：对
选项B：错
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38.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
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39.现在的消费者更倾向与依靠内部专职人员或者是商业化的旅行中介去购买相关旅游产品。
选项A：对
选项B：错
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40.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
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41.在宾客服务中,经过暗访、准备清单、确定宾客接触点,有了具体想法之后,你先在需要的是资源再分配。
选项A：对
选项B：错
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42.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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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.Use of a shopper service is an effective way to deal satisfactorily with customer complaints.()
选项A：对
选项B：错
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45..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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46.促销不可以是专门针对目标市场消费者或者贸易中间商的。
选项A：对
选项B：错
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47.对于营销和公关人员来说,与新闻媒体打交道是最艰巨的任务。
选项A：对
选项B：错
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48.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
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49.饭店与旅游服务业经营活动的成功与否,不是由经营部门或营销部门决定的,而是由消费者决定的。
选项A：对
选项B：错
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50.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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