南开大学23年春《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

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-00001

_____包含对可能具有不利竞争效果的公司兼并和收购的基本禁令。
A:联邦贸易委员会法
B:罗宾逊 – 帕特曼法
C:谢尔曼反垄断法
D:克莱顿反垄断法
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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
A:评估替代战略
B:发展网络和联盟
C:帮助决策过程
D:上述所有的
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在准备和提供担保材料时,以下哪个关键点是实践细节如何实现的
A:它确保与组织的其他营销消息的一致性
B:它确保材料的目的是清楚的
C:它确定附属材料是否满足其设计的营销目的
D:它避免了“越是越好”的方法，压倒客人的信息
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反托拉斯法最大的危险是:
A:客户承诺融资
B:在定价方面与竞争对手联系
C:诋毁你的竞争对手的产品
D:满足有竞争力的价格
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通过饭店对市场细分的外部分析,将确定以下哪一种
A:目前吸引到酒店的客户类型
B:当前客户的理由被吸引到酒店
C:最有效的营销技术来接触新客户
D:目前吸引到酒店竞争对手的客户类型
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物业的营销平台是:
A:其营销计划的逐项概要
B:对客户的利益列表和优势超过竞争
C:标识您的产品的一般声明
D:整体营销策略的详细列表
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以财产雇员和他或她的爱好为特色的宣传称为:
A:行政助理欣赏俱乐部
B:员工年度计划
C:员工月度计划
D:员工利益促进
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Which of the following groups of people are most likely to respond to a direct mail offer?
A:Those who reside in areas or purchase from locations similar to those of your best customers.
B:Those who have recently purchased your product or service
C:Those who have made multiple or frequent purchases
D:Those who have spent the greatest amount of total money with you historically
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When airfare rate wars break out, the airline that “wins” usually is:
A:a supplemental carrier
B:a large trunk carrier with high financial overhead
C:more financially stable
D:less financially stable
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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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Marketing, research, and operations form a dependent, mutually beneficial support system with __________ as a base, __________ as the means of communication, and __________ as fulfillment.
A:research / operations / marketing
B:operations / research / marketing
C:research / marketing / operations
D:marketing / operations / research
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营销预算的理由是:
A:在各种营销功能之间分配可用资金的方法
B:支持营销计划方案所需的资金数额和未明确确定的某些其他活动
C:结果进行了研究和分析
D:增量资金
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未能认识到良好宾客服务的好处可能会导致
A:不适当的雇用和安置工作人员
B:增加客户不满意
C:损失市场份额
D:上述所有的
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If your property is in the No. 3 position on the Competitive##Market Positioning Grid, your market is __________ and your competitive positioning is __________.
A:weak, weak
B:moderate, weak
C:weak, strong
D:weak, moderate
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Luke Frist, marketing director for the All Seasons Hotel & Resort, set a goal of increasing revenues and sales by 12 percent in the coming year. To establish his budget for the next year, he also factored in the costs of the tasks—his marketing tools—he would require to reach his goal. In so doing, he employed the __________ method of establishing a marketing budget.
A:competitive
B:percentage of sales—industry averages
C:task
D:zero-base
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A package marketed primarily on its low cost is called a##an __________ package.
A:all-inclusive
B:theme
C:special-destinationTttraction
D:price
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营销计划可帮助您分析您对业务的了解,并将其翻译成:
A:竞争情报
B:研究问题
C:行动方案
D:销售计划
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下面哪一个是外部驱动力量的例子(是例子),足以影响和塑造公司战略,因为它涉及到产品,质量和服务水平等事情?
A:人口趋势
B:层定性分割
C:商业国际主义
D:上述所有的
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越来越复杂的_______使得酒店营销人员能够分析客户行为,分析会议模式,确定帐户优先级并产生潜在客户。
A:营销信息系统
B:保留系统
C:计算机存储器系统
D:旅游采购系统
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Which of the following is an example of a destination market?
A:Las Vegas
B:New York City
C:Orlando
D:all of the above
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Which of the following is a key to positive consumer reaction to your operation?
A:efficiency
B:uniqueness
C:reliability
D:believe
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与都市统计区域和邮政编码有关的其他地理细分工具包括
A:指定市场区域
B:特定市场区域
C:首要影响区域
D:次要影响区域
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Which of the following would be recognized as a brand name within the hospitality industry?
A:Hertz
B:Hilton
C:McDonald’s
D:HM
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Travel retailers such as travel agents are typically motivated by:
A:high margins on sales
B:volume packages
C:supplier reliability
D:sale price
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Which of the following statements about weekend packages is true?
A:They are one of the simplest forms of packaging
B:Their main appeal to consumers is that they offer a much needed getaway or escape
C:They are relatively uncommon—few hospitality firms put them together or participate in them
D:They are not the one of the simplest forms of packaging
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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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Trade publications are an important public relations tool because they:
A:advertorial space
B:are widely read by those with an interest in your specific industry
C:are a natural and effective outlet for your news releases.
D:provide synergistic benefits of advertorial space
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The purpose of market surveys is to:
A:elicit consumer opinions
B:uncover facts about the market
C:gain insight on potential trends
D:consumer words
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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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Which of the following marketing benefits can automated property management systems provide?
A:accurate business forecasting, enabling timely rate adjustments
B:improved guest service
C:improved guestroom inventory control
D:reduce the price
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.According to an executive mentioned in the chapter, Sheraton owns the most hotels in the United States today.()
A:对
B:错
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Individual business travelers attending a meeting, conference, or convention generally select their own accommodations and negotiate their own room rates.()
A:对
B:错
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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。
A:对
B:错
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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。
A:对
B:错
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产品和服务调研的任务是将你的产品或服务同竞争对手的产品或服务进行比较。
A:对
B:错
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Uncomplicated reservation processes are important to travel agents when arranging and scheduling travel for their clients. ()
A:对
B:错
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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。
A:对
B:错
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上游整合:这种情况发生在一家公司收购原来由供应商提供的业务,例如一家快餐公司收购土豆供应企业,或者航空公司兼并快餐公司。
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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利益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。
A:对
B:错
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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。
A:对
B:错
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目的地广告的卖点在于地理位置。
A:对
B:错
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The sectional center of a zip code is the first two digits.()
A:对
B:错
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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。
A:对
B:错
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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。
A:对
B:错
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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。
A:对
B:错
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Consumers in the quick-service (fast-food) market industry segment seek co奥鹏南开大学新学期作业参考 代做2元一门nvenience and are also sensitive to price.()
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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Natural borders define the boundaries of metropolitan statistical areas.()
A:对
B:错
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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。
A:对
B:错
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