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）》在线作业三

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-00003

1.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
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2.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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3.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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4.20世纪80年代的什么事件促使航空公司将其预订系统视为单独的业务,并将其分拆成新公司?
选项A：全球航空承运人数量急剧下降
选项B：补充航空公司的出现和随后的成功
选项C：增加对美国低流量社区服务的航空公司的补贴
选项D：美国政府放松管制航空公司
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5.Before you can manage yield or set prices, you need to:
选项A：ensure that yield will exceed revenue
选项B：set on-premise incremental spending patterns for different market segments
选项C：define pricing strategies that will determine the annual rate-resistance level
选项D：determine the targeted market mix that provides maximum revenue and profit potential
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6.Which of the following is an action included in the grid-positioning rate strategy suggested for a hotel that offers a strong product in a strong market?
选项A：Keep rates the same
选项B：Lower the hotel’s rate
选项C：Move business to days or periods of higher demand
选项D：Move business to days or periods of lower demand
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7.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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8.以下哪项是消费者对您的运营产生积极反应的关键?
选项A：效率
选项B：唯一性
选项C：可靠性
选项D：上述所有的
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9.反托拉斯法最大的危险是:
选项A：客户承诺融资
选项B：在定价方面与竞争对手联系
选项C：诋毁你的竞争对手的产品
选项D：满足有竞争力的价格
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10.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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11.越来越复杂的_______使得酒店营销人员能够分析客户行为,分析会议模式,确定帐户优先级并产生潜在客户。
选项A：营销信息系统
选项B：保留系统
选项C：计算机存储器系统
选项D：旅游采购系统
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12.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 matchu奥鹏南开在线作业满分答案参考p
选项D：fulfillment
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13.通过饭店对市场细分的外部分析,将确定以下哪一种
选项A：目前吸引到酒店的客户类型
选项B：当前客户的理由被吸引到酒店
选项C：最有效的营销技术来接触新客户
选项D：目前吸引到酒店竞争对手的客户类型
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14.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
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15.Which of the following is an example of putting an inappropriate message into your direct mail piece?
选项A：Offering weekend packages to senior citizens that emphasize safety, security, convenience, and value
选项B：Sending college students a spring-break package that emphasizes value and fun
选项C：Sending a 2-for-1 offer to individuals who are very price sensitive
选项D：Sending a budget, “no-frills” offer to individuals to whom ego and status issues are very important
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16.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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17.简单来说,酒店业的收入最大化包括:
选项A：尽可能经常预订最多的客房数
选项B：收入总量管理
选项C：将市场组合与定价结合，以产生最高的收益
选项D：以上都不是
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18.以下哪项代表了购买服务公司的主要营销工具?
选项A：公司开放
选项B：年度报告
选项C：产品手册
选项D：图像小册子
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19.Of the marketing research techniques cited in the text, the most time-consuming is:
选项A：surveys
选项B：questionnaires
选项C：focus groups.
选项D：data analysis
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20.营销计划可帮助您分析您对业务的了解,并将其翻译成:
选项A：竞争情报
选项B：研究问题
选项C：行动方案
选项D：销售计划
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21.Why is it important to use a clean mailing list?
选项A：A clean list improves the response rate to your mailing
选项B：A clean list improves your return on investment
选项C：A clean list has fewer duplicated or erroneous addresses
选项D：A clean list has more duplicated or erroneous addresses
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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
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23.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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24.Which of the following is a key to positive consumer reaction to your operation?
选项A：efficiency
选项B：uniqueness
选项C：reliability
选项D：believe
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25.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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26.Rental car rate strategies are determined by variables such as:
选项A：competition
选项B：individual customer driving record
选项C：days used
选项D：price
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27.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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28.游客旅行的目的一般包括
选项A：个人
选项B：家庭原因
选项C：走亲访友
选项D：休闲
选项E：博彩
选项F：目的地
选项G：景点
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29.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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30.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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31.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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32.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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33.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
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34.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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35.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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36.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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37.Natural borders define the boundaries of metropolitan statistical areas.()
选项A：对
选项B：错
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38.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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39.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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40.promote only what you intend to deliver is a key to successful promotions.()
选项A：对
选项B：错
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41.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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42.Individual business travelers attending a meeting, conference, or convention generally select their own accommodations and negotiate their own room rates.()
选项A：对
选项B：错
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43.营造声誉型广告可采用多种形式,可以用直接的表现手法将产品或服务展示出来,并直白地支出好处。
选项A：对
选项B：错
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44.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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45.You should not enter into a joint promotion unless the other party has an equal or better overall reputation. ()
选项A：对
选项B：错
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46.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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47.Desired menu offerings of consumer segments in the food service market vary with the consumer’s purpose for eating away from home. ()
选项A：对
选项B：错
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48.指定市场区域是A.C.尼尔森公诉首先使用的,区域按照电视网的集群优势来划分,在媒体计划和电视观众研究方面,是游泳的营销工具。
选项A：对
选项B：错
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49.Your sales image is made up of such things as your dress, speech, and mannerisms.()
选项A：对
选项B：错
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50.消费者的观点以产品和服务满足需求为核心。
选项A：对
选项B：错
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