南开23春学期（高起本：1609、1703）《饭店业市场学（一）（二）（EI双语）》在线作业一

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.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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2.Research that you conduct yourself is called _________ research.
选项A：primary
选项B：quantitative
选项C：secondary
选项D：qualitative
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3.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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4.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 matchup
选项D：fulfillment
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5.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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6.Which of the following statements about communication and the sales department is true?
选项A：Communicating with other departments is not necessarily important to the sales department
选项B：There is no need for salespeople to communicate with staff in the rooms department
选项C：If the sales department doesn’t communicate with catering, a meeting room might be sold on the same day at the same time to two different groups
选项D：The sales department should communicate with the food and beverage department about special technical needs a group might have, such as unusual lighting or HVAC requirements
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7.以下哪些细分消费者最有可能以每日津贴为基础?
选项A：会议参加者
选项B：政府雇员
选项C：商务旅行者具有相对不受限制的费用帐户
选项D：旅行团
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8.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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9.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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10.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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11.市场研究者使用的最流行的线性图之一是决策树,用于显示目标的路径,并且
选项A：评估替代战略
选项B：发展网络和联盟
选项C：帮助决策过程
选项D：上述所有的
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12.下面哪个不是基本营销情报工具
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：第三方调研数据
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13.Focusing on revenue and profit per unit is critical where the unused unit is:
选项A：an inflation-driven item
选项B：a fee-based service
选项C：a perishable item
选项D：a non-perishable item
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14.A package marketed primarily on its low cost is called a##an __________ package.
选项A：all-inclusive
选项B：theme
选项C：special-destinationTttraction
选项D：price
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15.通过互联网的电子营销提供了重要的消费者价值,正在重新定义为:
选项A：速度
选项B：更低的价格
选项C：方便
选项D：a和c
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16.根据“克莱顿反垄断法”,下列哪项是非法的?
选项A：与经销商和客户签署独家交易和绑定协议
选项B：与其他公司合并，导致合并后的公司成为唯一的供应来源
选项C：同时担任竞争公司董事的个人
选项D：上述所有的
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17.以下哪种广告的特点直接表现广告平台的内容,以此具体说明消费者要购买的产品或服务的原因。
选项A：利益型广告
选项B：系列型广告
选项C：报价型广告
选项D：品牌识别型广告
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18.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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19.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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20.直到2006年,四个主要的全球分销系统是
选项A：Amadeus，Galileo，SPEAR和Worldscope
选项B：Amadeus，Apollo，COVIA和Worldspan
选项C：阿波罗，全球，Saber和全球
选项D：Amadeus，Galileo，Sabre和Worldspan
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21.To determine which market segments your property should or should not pursue, consider:
选项A：how profitable the segment is
选项B：how suitable your existing facilities are for that segment
选项C：the segment’s trend for growth or decline.
选项D：the profitable of the hotel
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22.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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23.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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24.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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25.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：placement and market
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26.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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27.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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28.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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29.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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30.Electronic marketing via the Internet provides significant consumer value, which is being redefined as:
选项A：speed
选项B：lower price
选项C：convenience
选项D：customer
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31.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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32.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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33.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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34.促销可以分为开放式和封闭式两类。在封闭式促销中,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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35.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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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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37.参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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38.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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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.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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41.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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42.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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43.为营销活动(除了维持目前营业量缩需要的核心营销开支项目之外)做资源规划额工作始于识别企业有哪些特定的业务需要,并将目标市场对准那些盈利能力最强,能够满足这些特定不过需求的消费者细分市场。
选项A：对
选项B：错
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44.Frequent traveler profiles incorporate demographi奥鹏南开大学新学期作业参考c, geographic, and psychographic data.()
选项A：对
选项B：错
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45.Marketing efforts should focus on the needs of the buyer.()
选项A：对
选项B：错
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46.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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47.人口统计细分法是按照地区、州、行政区和邮政编码区域开队市场进行划分。
选项A：对
选项B：错
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48.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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49.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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50.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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