南开23春学期（高起本：1609、1703）《饭店业市场学（一）（二）（EI双语）》在线作业二

奥鹏南开大学新学期作业参考

南开大学23春学期（高起本：1609、1703）《饭店业市场学（一）（二）（EI双语）》在线作业

1.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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2.The four areas of information required to complete a marketing plan are:
选项A：market segmentation, media selections, budgets, and facts about the competition
选项B：market segmentation, zero-base budgeting concepts, intermediary facts, and occupancy details
选项C：market segmentation, facts about competitors, external facts, and internal facts
选项D：market segmentation, external facts, internal facts, and market strategies
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3.Which of the following rate information would be appropriate to include in a sales administrative assistant’s telephone answering instructions?
选项A：a very broad range of rates to quote
选项B：two or three rates to quote
选项C：instructions to advise callers that rates are negotiable
选项D：a or c
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4.A hotel in position 7, 8, or 9 of the competitive##market positioning grid is:
选项A：average in quality
选项B：among the best in town
选项C：low in quality compared to the competition
选项D：neither the best nor the worst in town
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5.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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6.Failure to recognize the benefits of good customer service can result in:
选项A：inappropriate hiring and placement of staff
选项B：increased customer dissatisfaction
选项C：loss of market share
选项D：all of the above
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7.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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8.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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9.Intermediaries are important to travel marketing efforts because they:
选项A：assist and influence end users in their selections of travel and hospitality options
选项B：are the ultimate end users and the focus of travel marketing efforts
选项C：serve as the only gateway for travelers to make reservations, buy tickets, and secure overnight accommodations
选项D：serve only the business segment of the travel market and therefore represent a huge portion of travel revenue
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10.The sectional center of a zip code is:
选项A：the last three digits.
选项B：the last two digits
选项C：the first three digits
选项D：the first two digits
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11.Of the following statements about press releases, which is true?
选项A：All press releases should be in form.
选项B：So that the maximum amount of material about your subject can be included, the “body” of the release must be single-spaced
选项C：Photographs should never accompany a press release
选项D：The headline should appear in capital letters at the bottom of the first page
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12.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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13.A product classified as a star by the BCG Growth-Share Matrix is a product that:
选项A：has only a small share of a fast-growing market
选项B：enjoys a high share of a fast-growing market
选项C：has only a small share of a slow-growing or declining market
选项D：enjoys a high share of a slow-growing market
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14.由于对早期成功企业家的产品和服务的需求超过了扩大的资源,建立了一个名为__________的公司战略以满足市场需求。
选项A：金字塔
选项B：品牌
选项C：特许租赁
选项D：特许经营
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15.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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16.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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17.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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18.营销,研究和业务构成一个依赖性互惠的支助系统,以__________基础,__________作为通信手段,__________作为履行。
选项A：研究
选项B：运营
选项C：营销
选项D：操作
选项E：研究
选项F：营销
选项G：研究
选项H：营销
选项I：业务
选项J：营销
选项K：运营
选项L：研究
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19.宾客服务流程的第一步是
选项A：重新分配
选项B：行动计划
选项C：正确认知
选项D：识别
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20.When preparing and presenting collateral materials, what does following the key point practical detail accomplish?
选项A：It ensures consistency with the organization’s other marketing messages
选项B：It ensures that the purpose of the material is clear
选项C：It determines whether the collateral material meets the marketing purpose it was designed for
选项D：It avoids “the more the better” approach that overwhelms guests with information
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21.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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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.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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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.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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26.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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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.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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29.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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30.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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31.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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32.People in direct-contact situations with the media often get into trouble for what they do.()
选项A：对
选项B：错
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33.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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34.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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35.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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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.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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39.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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40.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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41.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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42.产品或服务推销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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43.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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44.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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45.The sectional center of a zip code is the first two digits.()
选项A：对
选项B：错
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46.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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47.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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48.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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49.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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50.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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