南开23春学期（高起本：1709-2103、专升本高起专：1903-2103）《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：1709-2103、专升本/高起专：1903-2103）《饭店业市场学（一）（二）（EI双语）》在线作业

1.Keeping a scrapbook of press clippings and a current log of media exposures, plus monitoring increases in sales that are tied to PR events, are ways to:
选项A：tabulate the level of your company’s PR effort
选项B：inform upper management of the type and frequency of PR activity
选项C：measure PR effectiveness
选项D：substantiate expenditures and support budget requests.
正确答案问询微信：424329

2.以下哪个例子说明了饭店服务行业横向整合的概念
选项A：四季酒店
选项B：预算租车
选项C：万豪国际
选项D：以上都不是
正确答案问询微信：424329

3.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
正确答案问询微信：424329

4.Special services, membership symbols, and recognition of frequent users are key factors of which of the following marketing tools?
选项A：meal-of-the-month clubs
选项B：employee-of-the-month programs
选项C：VIP clubs
选项D：all of the above
正确答案问询微信：424329

5.在营销计划中,关键目标应当是:
选项A：没有讨论定价哲学，因为可能的反垄断违反
选项B：详细说明如何实现与计划相关的策略或操作步骤
选项C：当目标与数量相关时，用美元数额或百分比来量化
选项D：描述了房地产在市场中相对于其竞争对手的地位
正确答案问询微信：424329

6.Which of the following statements about marketing in the hospitality industry is true?
选项A：Marketing efforts should focus on the needs of the buyer
选项B：Marketing efforts should focus on the needs of the hospitality company
选项C：Marketing efforts should focus on the needs of the marketing department
选项D：None of the above
正确答案问询微信：424329

7.在发送电子邮件或传真时,营销人员应该:
选项A：以面向服务的方式向当前客户发送提议
选项B：为客户提供不接收消息的选项
选项C：评估电子邮件和传真营销是否会对企业造成更大的伤害
选项D：上述所有的
正确答案问询微信：424329

8.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
正确答案问询微信：424329

9.Research that you conduct yourself is called _________ research.
选项A：primary
选项B：quantitative
选项C：secondary
选项D：qualitative
正确答案问询微信：424329

10.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
正确答案问询微信：424329

11.If a group of hotels in Miami puts together a “theater weekend in Miami” travel package that includes rooms, theater tickets, and meals, such a package is called a __________ package.
选项A：holiday
选项B：theme
选项C：fly-drive
选项D：none of the above
正确答案问询微信：424329

12.如果您的物业位于竞争##市场定位网格的第3名,您的市场是_______,您的竞争地位是________。
选项A：弱，弱
选项B：中等，弱
选项C：弱，强
选项D：弱，中等
正确答案问询微信：424329

13.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
正确答案问询微信：424329

14.It is a good idea to have:
选项A：just one link to and from your website
选项B：no more than four links to and from your website
选项C：as many links as possible and appropriate to and from your website
选项D：no links from your website, but links to your website are acceptable as long as they are appropriate
正确答案问询微信：424329

15.Ranges of rate奥鹏南开大学新学期作业参考s 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
正确答案问询微信：424329

16.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
正确答案问询微信：424329

17.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
正确答案问询微信：424329

18.Which of the following is most important to achieving successful direct-contact public relations?
选项A：thorough preparation
选项B：an outline or plan
选项C：relating your product or service to the audience’s perspective
选项D：rewriting, reviewing, and rewriting the presentation again
正确答案问询微信：424329

19.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
正确答案问询微信：424329

20.提供客户服务##客房担保材料杂乱的回避方法是:
选项A：将每件客户服务信息放在客房的不同地点
选项B：将所有客户服务信息放在客房梳妆台或桌面上
选项C：亲自在客人登记入住时向客人提供客房服务信息
选项D：使用文件夹来保存与各种服务相关的信息
正确答案问询微信：424329

21.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
正确答案问询微信：424329

22.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
正确答案问询微信：424329

23.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
正确答案问询微信：424329

24.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
正确答案问询微信：424329

25.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
正确答案问询微信：424329

26.电子营销的类型包括
选项A：网站
选项B：电子邮件
选项C：传真
选项D：短信
正确答案问询微信：424329

27.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
正确答案问询微信：424329

28.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
正确答案问询微信：424329

29.The most effective marketing methods are selected only after developing a thorough understanding of which of the following?
选项A：the consumer market
选项B：the consumer market segments and their needs
选项C：the products and services offered by the hospitality company and the company’s specific business needs
选项D：the motivation factors and response keys of the various distribution channels for hospitality products and services
正确答案问询微信：424329

30.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
正确答案问询微信：424329

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
正确答案问询微信：424329

32.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
正确答案问询微信：424329

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
正确答案问询微信：424329

34.市场营销的焦点不包括融资渠道。
选项A：对
选项B：错
正确答案问询微信：424329

35.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
正确答案问询微信：424329

36.饭店与旅游服务业经营活动的成功与否,不是由经营部门或营销部门决定的,而是由消费者决定的。
选项A：对
选项B：错
正确答案问询微信：424329

37.直接调查用于了解消费者的观点、解释事实真相以及领悟潜在的趋势。
选项A：对
选项B：错
正确答案问询微信：424329

38.促销的基本思路在于让消费行为增加或超过预期水平,促销没有时效性。
选项A：对
选项B：错
正确答案问询微信：424329

39.Demographic segmentation reveals the benefits consumers seek and the needs they expect to satisfy.()
选项A：对
选项B：错
正确答案问询微信：424329

40.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
正确答案问询微信：424329

41.环境调研中一项关键性的核心任务是预估将会遇到任何形式的机会和威胁,以及这些机会和威胁将会如何影响你的业务。
选项A：对
选项B：错
正确答案问询微信：424329

42.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
正确答案问询微信：424329

43.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
正确答案问询微信：424329

44.Natural borders define the boundaries of metropolitan statistical areas.()
选项A：对
选项B：错
正确答案问询微信：424329

45.公共关系是一种有利的营销工具,因为它能接触到所有的营销受众。
选项A：对
选项B：错
正确答案问询微信：424329

46.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
正确答案问询微信：424329

47.Marketing efforts should focus on the needs of the buyer.()
选项A：对
选项B：错
正确答案问询微信：424329

48.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
正确答案问询微信：424329

49.Marketing efforts should focus on the needs of the hospitality company.()
选项A：对
选项B：错
正确答案问询微信：424329

50.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
正确答案问询微信：424329