南开大学22秋学期（高起本1709-1803、全层次1809-2103）《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1709-1803、全层次1809-2103）《饭店业市场学（一）（二）（EI双语）》在线作业-00002

1.根据__________,如果两个人在同一时期内以相同的数量购买实质上相同的产品或服务,那么个人或公司不能向一个买方提供他们不向另一个买方提供的价格。
选项A：“联邦贸易委员会法”第三条
选项B：谢尔曼反垄断法
选项C：罗宾逊 – 帕特曼法案
选项D：价格控制反托拉斯法
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2.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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3.下列哪一个是在您的直接邮件中放入不适当邮件的示例?
选项A：为老年人提供周末包，强调安全、方便和价值
选项B：向大学生发送强调价值和乐趣的春假套餐
选项C：向价格敏感的个人发送2对1优惠
选项D：向自我和地位问题非常重要的个人发送预算、“简明”的报价
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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.为什么使用干净的邮寄名单很重要?
选项A：干净的列表提高了对邮件发送的响应速度
选项B：清洁的清单可提高投资回报率
选项C：干净的列表具有较少的重复或错误的地址
选项D：上述所有的
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6.An ad whose headline reads “Las Vegas $49 Per Night” is the lead for a##an __________ advertisement:
选项A：benefit
选项B：image
选项C：product or service touter
选项D：offer
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7.公共关系从业者是否有必要关注新闻稿的格式和语法准确性
选项A：没必要，因为出版物的编辑人员会根据他们的标准重写材料，他们的校对将会捕捉到任何拼写错误或不准确
选项B：有必要，因为它让他们有机会磨练他们的写作和沟通能力
选项C：有必要，因为根据期限要求，出版物在给定新闻稿上所做的工作越少，它被拾起和运行的可能性就越大
选项D：没必要，因为每天都有一个给定出版物收到的新闻稿，几百个人中有一个的可能性是遥远的
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8.以下哪项是在一个强大的市场提供强大产品的饭店建议的电网定位率策略中包含的行动?
选项A：保持费率相同
选项B：降低饭店的房价
选项C：将业务转移到需求更高的日子或时期
选项D：将业务转移到需求较低的日子或时期
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9.贸易出版物是一种重要的公共关系工具,因为它们
选项A：被那些对你的特定行业感兴趣的人广泛阅读
选项B：是您的新闻发布的自然和有效的渠道
选项C：提供广告空间的协同效益
选项D：上述所有的
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10.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
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11.Companies that specialize in putting together and selling travel awards, prizes, gifts, premiums, and so on for individuals or groups are called:
选项A：travel management companies.
选项B：travel clubs
选项C：incentive travel companies
选项D：tour operators-retailers
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12.Which of the following is an example of a destination market?
选项A：Las Vegas
选项B：New York City
选项C：Orlando
选项D：all of the above
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13.The __________ contains basic prohibitions against corporate mergers and acquisitions that may have adverse competitive effects.
选项A：Federal Trade Commission Act
选项B：Robinson-Patman Act
选项C：Sherman Antitrust Act
选项D：Clayton Antitrust Act
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14.Is it necessary for public relations practitioners to be attentive to the format and grammatical accuracy of press releases?
选项A：No, because the editorial staff of the publication will rewrite the material to their standards and their proofreaders will catch any misspellings or inaccuracies
选项B：Yes, because it gives them the opportunity to hone their writing and communication skills
选项C：Yes, because in light of deadline demands, the less work the publication has to do on a given news release, the greater the likelihood that it will be picked up and run
选项D：No, because with the deluge of news releases a given publication receives daily, the likelihood of one out of hundreds being picked up is remote
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15._____包含对可能具有不利竞争效果的公司兼并和收购的基本禁令。
选项A：联邦贸易委员会法
选项B：罗宾逊 – 帕特曼法
选项C：谢尔曼反垄断法
选项D：克莱顿反垄断法
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16.Originally, automation in the hospitality industry was used:
选项A：in the front office to produce guest history, patterns of use, and preferences data
选项B：to collect and analyze guest demographic and psychographic data
选项C：to enable customers to make reservations from their home or personal computer devices.
选项D：as a tool for producing and analyzing financial reports and statistics
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17.营销预算有以下哪些?
选项A：它符合您的目标
选项B：它量化你的战略的成本
选项C：它将您的支出与竞争对手的支出进行比较
选项D：它不做上述
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18.The marketing research and analysis component of the overall marketing process is important to business growth and success because it:
选项A：validates the introduction of a new product or service
选项B：can influence product development or recommend changes to services offered
选项C：a and b above
选项D：none of the above
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19.以下哪些陈述是正确的?
选项A：食品服务市场中的消费者部分期望的菜单产品根据消费者外出用餐的目的而不同
选项B：快餐服务（快餐）市场的消费者更喜欢方便价值
选项C：消费者对服务水平的预期在食品服务行业的各个细分市场中不会改变
选项D：以上都不是
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20.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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21.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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22.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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23.Which of the following is unlawful under the Clayton Antitrust Act?
选项A：signing exclusive dealing and tying agreements with dealers and customers
选项B：merging with other corporations, resulting in the merged corporation being the only source of supply
选项C：an individual serving at the same time as director of competing corporations
选项D：check the foundation information
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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.Which of the following statements about weekend packages is true?
选项A：They are one of the simplest forms of packaging
选项B：Their main appeal to consumers is that they offer a much needed getaway or escape
选项C：They are relatively uncommon—few hospitality firms put them together or participate in them
选项D：They are not the one of the simplest forms of packaging
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26.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
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27.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
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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.The purpose of market surveys is to:
选项A：elicit consumer opinions
选项B：uncover facts about the market
选项C：gain insight on potential trends
选项D：consumer words
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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.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
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32.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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33.下游整合:它发生在旅游服务企业开始控制产品和服务的销售网点时,例如旅游产品销售公司快乐假日在旅游目的地拥有自己的饭店。
选项A：对
选项B：错
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34.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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35.在使用宝贵的营销经费之前,一项很重要的工作便是要考虑是否有可能利用实现销售一间客房所付出的营销开支,去争取更多的客房销售。也就是说,所采取的营销举措能否吸引所谓的“家庭重聚”之类需要更多客房的销售。
选项A：对
选项B：错
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36.酒店行业的主要部门包括住宿、娱乐、餐饮,但是不包括博彩。
选项A：对
选项B：错
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37.促销可以分为开放式和封闭式两类。在开放式促销中,商家刺激消费的活动需要消费者做一些额外的事情。
选项A：对
选项B：错
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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
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39.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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40.利益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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41.不是所有企业在有限的资源压力下都可以负担全面营销调研。解决方案之一是使用被称为第三方调研数据的营销情报工具。
选项A：对
选项B：错
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42.公共关系是一种有利的营销工具,因为它能接触到所有的营销受众。
选项A：对
选项B：错
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43.地理细分法是按照消费者的共同特点来划分的,比如性别、年龄、婚姻状况、区域邮政编码等。
选项A：对
选项B：错
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44.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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45.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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46.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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47.It is ill-advised strategy to form a marketing budget based on last year’s expenses.()
选项A：对
选项B：错
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48.市场营销的计划工作首先要明确所要营销的产品,并且认清实现目标业务量所需要的“核心”营销开支项目。
选项A：对
选项B：错
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49.Social and political events have little effect on the buying behavior of consumers in the hospitality market.()
选项A：对
选项B：错
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50.参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
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