南开23春学期（高起本：1609、1703）《饭店业市场学（一）（二）（EI双语）》在线作业三

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

1.二十一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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2.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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3.Individual business travelers attending functions planned by associations are usually:
选项A：given broad control over the selection of accommodations
选项B：price conscious
选项C：given a generous range of room rates within which they are permitted to select
选项D：given few restrictions on expense account items
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4.The __________prohibits discrimination in prices or services provided to different purchasers.
选项A：Sherman Antitrust Act
选项B：Clayton Antitrust Act
选项C：Robinson-Patman Act
选项D：Federal Trade Commission Act
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5.Serving as an important marketing reference tool, the _________, a presentation component, provides a visual summary of how and when media expenditures will occur.
选项A：comments/notes section
选项B：program plan summary document
选项C：objectives overview
选项D：marketing calendar
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6.An effective, cost-efficient way to select an advertising agency is to:
选项A：negotiate and implement bartering arrangements with the agency
选项B：demand that the agency periodically provide free media space and air time
选项C：place your ad business out for proposal.
选项D：negotiate a no-cancellation by either party contract with the agency
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7.Ranges of rates for hotel rooms should be:
选项A：narrow
选项B：broad
选项C：based on the hotel’s retiree market
选项D：limited
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8.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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9.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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10.使用宾客服务是一种有效____的方式
选项A：建立分配优先级
选项B：识别问题和确定解决方案
选项C：满意地处理客户投诉
选项D：a和c
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11.The first step in the point-of-encounter customer service process is:
选项A：reallocation
选项B：plan of action
选项C：recognition
选项D：identification
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12.以财产雇员和他或她的爱好为特色的宣传称为:
选项A：行政助理欣赏俱乐部
选项B：员工年度计划
选项C：员工月度计划
选项D：员工利益促进
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13.Which marketing intelligence tool measures the difference between management’s perceptions of overall performance and customers’ perceptions?
选项A：Customer perceptions audit (CPA)
选项B：Customer satisfaction index (CSI)
选项C：Gap analysis
选项D：Other people’s data (OPD)
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14.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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15.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奥鹏南开大学新学期作业参考 transient business
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16.When you market on the Internet, the major change you will encounter is:
选项A：a larger market area
选项B：a smaller and more limited market area
选项C：a more discerning customer base
选项D：a and b
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17.When a hotel offers ranges of prices for its rooms:
选项A：its operating costs generally go down
选项B：consumers lose choices
选项C：the operator gains more opportunities to sell up
选项D：a and c
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18.The greatest danger in antitrust law is:
选项A：customer promises with respect to financing.
选项B：contact with competitors with respect to pricing
选项C：denigrating your competitors’ products or services
选项D：meeting a competitive price
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19.你自己进行的研究称为______研究
选项A：主要
选项B：定量
选项C：次要
选项D：定性
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20.Booking pace is the:
选项A：speed at which a front desk agent books room reservations
选项B：frequency of return guests’ visits
选项C：rate at which a group’s room block fills up
选项D：frequency of a hotel’s yield investment
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21.Marketing planning begins with defining:
选项A：the products and services to be marketed
选项B：the core dollars needed by marketing to maintain a desired level of business
选项C：a zero-based budget
选项D：budget
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22.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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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 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.One of the most popular linear diagrams used by market researchers is the decision tree, which is used to show pathways to targets and:
选项A：assess alternative strategies
选项B：develop networks and alliances
选项C：aid in the decision-making process
选项D：assess alliances
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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.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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28.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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29.基本营销情报工具包括
选项A：SWOT分析
选项B：顾客满意度指数分析
选项C：问卷调查
选项D：差异分析
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30.Which of the following would be considered a major sector of the hospitality industry?
选项A：lodging
选项B：clubs
选项C：recreation
选项D：industry
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31.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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32.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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33.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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34.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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35.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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36.Natural borders define the boundaries of metropolitan statistical areas.()
选项A：对
选项B：错
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37.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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38.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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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.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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41.Marketing efforts should focus on the needs of the hospitality company.()
选项A：对
选项B：错
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42.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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43.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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44.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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45.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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46.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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47.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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48.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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49.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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50.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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