南开大学23年春《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

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-00002

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:
A:tabulate the level of your company’s PR effort
B:inform upper management of the type and frequency of PR activity
C:measure PR effectiveness
D:substantiate expenditures and support budget requests.
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以下哪个例子说明了饭店服务行业横向整合的概念
A:四季酒店
B:预算租车
C:万豪国际
D:以上都不是
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让消费者对您的运营产生积极反应的一种方法是:
A:发送新鲜的信号
B:确保您的产品或服务可以通过整洁干净的测试
C:向客户表示同情
D:上述所有的
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Special services, membership symbols, and recognition of frequent users are key factors of which of the following marketing tools?
A:meal-of-the-month clubs
B:employee-of-the-month programs
C:VIP clubs
D:all of the above
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在营销计划中,关键目标应当是:
A:没有讨论定价哲学，因为可能的反垄断违反
B:详细说明如何实现与计划相关的策略或操作步骤
C:当目标与数量相关时，用美元数额或百分比来量化
D:描述了房地产在市场中相对于其竞争对手的地位
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Which of the following statements about marketing in the hospitality industry is true?
A:Marketing efforts should focus on the needs of the buyer
B:Marketing efforts should focus on the needs of the hospitality company
C:Marketing efforts should focus on the needs of the marketing department
D:None of the above
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在发送电子邮件或传真时,营销人员应该:
A:以面向服务的方式向当前客户发送提议
B:为客户提供不接收消息的选项
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
D:上述所有的
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Before you can manage yield or set prices, you need to:
A:ensure that yield will exceed revenue
B:set on-premise incremental spending patterns for different market segments
C:define pricing strategies that will determine the annual rate-resistance level
D:determine the targeted market mix that provides maximum revenue and profit potential
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Research that you conduct yourself is called _________ research.
A:primary
B:quantitative
C:secondary
D:qualitative
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你自己进行的研究称为______研究
A:主要
B:定量
C:次要
D:定性
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If a group of hotels in Miami puts together a “theater weekend in Miami” travel package that include奥鹏南开大学新学期作业参考 代做2元一门s rooms, theater tickets, and meals, such a package is called a __________ package.
A:holiday
B:theme
C:fly-drive
D:none of the above
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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________。
A:弱，弱
B:中等，弱
C:弱，强
D:弱，中等
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根据“克莱顿反垄断法”,下列哪项是非法的?
A:与经销商和客户签署独家交易和绑定协议
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
C:同时担任竞争公司董事的个人
D:上述所有的
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It is a good idea to have:
A:just one link to and from your website
B:no more than four links to and from your website
C:as many links as possible and appropriate to and from your website
D:no links from your website, but links to your website are acceptable as long as they are appropriate
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Ranges of rates for hotel rooms should be:
A:narrow
B:broad
C:based on the hotel’s retiree market
D:limited
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Which of the following statements about joint promotions is true?
A:You should not enter into a joint promotion unless the other party guarantees the cost-benefits ratio
B:Joint promotions always improve your base business
C:You should not enter into a joint promotion unless the other party has an equal or better overall reputation
D:Joint promotions always improve your overall market
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Negotiating a one-for-one trade with an advertising supplier means that you:
A:are exchanging one of your employees for one of your supplier’s employees for a stated period of time
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
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
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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Which of the following is most important to achieving successful direct-contact public relations?
A:thorough preparation
B:an outline or plan
C:relating your product or service to the audience’s perspective
D:rewriting, reviewing, and rewriting the presentation again
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When a hotel offers ranges of prices for its rooms:
A:its operating costs generally go down
B:consumers lose choices
C:the operator gains more opportunities to sell up
D:a and c
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提供客户服务##客房担保材料杂乱的回避方法是:
A:将每件客户服务信息放在客房的不同地点
B:将所有客户服务信息放在客房梳妆台或桌面上
C:亲自在客人登记入住时向客人提供客房服务信息
D:使用文件夹来保存与各种服务相关的信息
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针对旅游零售商的激励与反应要素有
A:客户满意
B:批量产品
C:低风险和较高的零售商反应
D:快速支付佣金
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Electronic marketing via the Internet provides significant consumer value, which is being redefined as:
A:speed
B:lower price
C:convenience
D:customer
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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
A:大众传媒
B:陈列销售
C:直销网点
D:产品组合
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Research supports a property’s overall marketing effort by identifying:
A:what is currently happening in the market
B:which competitors are having an impact on the market
C:what is likely to happen to the market
D:what competitors are having an impact on the market
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When calculating payback with regard to promotions, which of the following costs need to be factored into the equation?
A:value of the discount
B:number of coupons distributed
C:advertising and media
D:number of the discount
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电子营销的类型包括
A:网站
B:电子邮件
C:传真
D:短信
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当代的市场细分方法包括
A:地理细分法
B:人口统计细分法
C:心理因素细分法
D:利益和需求细分法
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以下哪个属于数据库系统的三大要素
A:技术
B:页面设置
C:准确的资料
D:优先设置
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The most effective marketing methods are selected only after developing a thorough understanding of which of the following?
A:the consumer market
B:the consumer market segments and their needs
C:the products and services offered by the hospitality company and the company’s specific business needs
D:the motivation factors and response keys of the various distribution channels for hospitality products and services
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基本营销情报工具包括
A:SWOT分析
B:顾客满意度指数分析
C:问卷调查
D:差异分析
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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。
A:对
B:错
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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。
A:对
B:错
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It is ill-advised strategy to form a marketing budget based on last year’s expenses.()
A:对
B:错
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市场营销的焦点不包括融资渠道。
A:对
B:错
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开展促销活动的关键在于做好成本规划并明确预期回报。
A:对
B:错
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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。
A:对
B:错
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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。
A:对
B:错
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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。
A:对
B:错
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Demographic segmentation reveals the benefits consumers seek and the needs they expect to satisfy.()
A:对
B:错
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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。
A:对
B:错
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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。
A:对
B:错
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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。
A:对
B:错
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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。
A:对
B:错
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Natural borders define the boundaries of metropolitan statistical areas.()
A:对
B:错
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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。
A:对
B:错
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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。
A:对
B:错
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Marketing efforts should focus on the needs of the buyer.()
A:对
B:错
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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。
A:对
B:错
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Marketing efforts should focus on the needs of the hospitality company.()
A:对
B:错
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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。
A:对
B:错
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