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）》在线作业一

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-00001

1.Marketing research that compares your product or service with products or services of other companies in the market is called __________ research.
选项A：market
选项B：product or service
选项C：competitive
选项D：consumer
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2.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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3.If you had a percentage reach of 75 and frequency of 10, your total gross rating points (GRP) would be:
选项A：750
选项B：7,500
选项C：7.5
选项D：75
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4.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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5.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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6.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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7.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
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8.A hospitality business’s website should be designed with:
选项A：as many postage-size photos as possible
选项B：at least eight photos per screen
选项C：at least sixteen photos per screen
选项D：large photos and other visuals
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9.以下哪一个是目的地市场的例子?
选项A：拉斯维加斯
选项B：纽约
选项C：奥兰多
选项D：上述所有的
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10.在客户发展战略的概念中,以下哪一个是最好的或最希望的客户类别
选项A：投资者（时间）
选项B：第一次客户
选项C：重复客户
选项D：成员
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11.Which of the following exemplifies the concept of horizontal integration in the hospitality industry?
选项A：Four Seasons Hotels
选项B：Budget-Rent-A-Car
选项C：Marriott Int奥鹏南开在线作业满分答案参考ernational
选项D：none of the above
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12.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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13.二十一世纪的营销生存将要求酒店公司纵向和横向地整合,以满足消费者对__________的期望。
选项A：更大的价值和更低的利率
选项B：单源便利
选项C：快速，礼貌，一贯的服务
选项D：上述所有的
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14.从营销角度来看,为什么员工激励计划很重要?
选项A：没有动力和不快乐的员工提高了流失率，招聘、雇用和培训、更换员工是昂贵和耗时的
选项B：具有内容的员工不太可能偏好工会的成员资格
选项C：促进员工士气的激励计划直接影响销售
选项D：a和b
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15.销售额的盈亏平衡点可以通过以下公式计算:
选项A：将销售价格除以总固定成本
选项B：将销售价格除以单位中的盈亏平衡点
选项C：将总固定成本除以每单位销售价格
选项D：将盈亏平衡点乘以销售价格
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16.自动保留系统发展的三个主要阶段是:
选项A：预订专家，采购促进者和交付
选项B：采购服务商，数据采集器和管理信息
选项C：预订专家，数据收集，购买服务商
选项D：数据收集，购买服务商，管理信息
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17.Which of the following would be identified through a hotel’s external analysis of market segments?
选项A：the types of customers currently attracted to the hotel
选项B：the reasons current customers are attracted to the hotel
选项C：the most effective marketing techniques to reach new customers
选项D：the types of customers currently attracted to the hotel’s competitors
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18.内部沟通对于饭店销售的成功尤其重要,因为
选项A：销售影响所有部门
选项B：产品或服务的高效交付取决于所有部门了解客户的需求和要交付的内容、时间和地点
选项C：信息交换结果在整个饭店更好的服务和产品交付中
选项D：上述所有的
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19.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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20.Negotiating a one-for-one trade with an advertising supplier means that you:
选项A：are exchanging one of your employees for one of your supplier’s employees for a stated period of time
选项B：will provide a set dollar amount of your products or services to the supplier in exchange for the same dollar amount of advertising—for example, $500 in your services for $500 in advertising
选项C：are giving the supplier whatever it is you are advertising as payment—for example, if you are advertising a cruise for $799, one person on the advertising supplier’s staff gets to take a cruise for that price
选项D：will provide a set dollar amount of your products or services to the supplier in exchange for twice that dollar amount of advertising—for example, $500 worth of your products/services for $1,000 worth of advertising
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21.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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22.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
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23.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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24.针对旅游零售商的激励与反应要素有
选项A：客户满意
选项B：批量产品
选项C：低风险和较高的零售商反应
选项D：快速支付佣金
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25.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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26.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：what competitors are having an impact on the market
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27.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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28.与都市统计区域和邮政编码有关的其他地理细分工具包括
选项A：指定市场区域
选项B：特定市场区域
选项C：首要影响区域
选项D：次要影响区域
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29.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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30.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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31.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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32.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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33.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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34.认知宾客接触点和客人的问题只是通往服务成功的一个积极步骤。
选项A：对
选项B：错
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35.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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36.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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37.非定期航班承运商是指那些获准经营包机业务的航空承运商。他们受固定航线的限制,无权在较大的航区范围内展开业务。
选项A：对
选项B：错
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38.参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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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.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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41.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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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.价格敏感很重要,但是旅游服务业市场营销的终极目标是向消费者提供价值,确保满意。我们可以忽略市场细分,只要旅游服务业的组织可以通过合理的价格、高品质的产品和服务提供价值。
选项A：对
选项B：错
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44.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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45.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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46.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
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47.正确认知、确定问题和行动计划有时候还不足以在宾客接触点做出必要的变化。
选项A：对
选项B：错
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48.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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49.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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50.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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