南开大学23年春学期《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

23春学期（高起本：1609、1703）《饭店业市场学（一）（二）（EI双语）》在线作业-00003

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。
A:更大的价值和更低的利率
B:单源便利
C:快速，礼貌，一贯的服务
D:上述所有的
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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
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
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
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
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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Individual business travelers attending functions planned by associations are usually:
奥鹏南开大学新学期作业参考 代做2元一门A:given broad control over the selection of accommodations
B:price conscious
C:given a generous range of room rates within which they are permitted to select
D:given few restrictions on expense account items
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The __________prohibits discrimination in prices or services provided to different purchasers.
A:Sherman Antitrust Act
B:Clayton Antitrust Act
C:Robinson-Patman Act
D:Federal Trade Commission Act
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Serving as an important marketing reference tool, the _________, a presentation component, provides a visual summary of how and when media expenditures will occur.
A:comments/notes section
B:program plan summary document
C:objectives overview
D:marketing calendar
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An effective, cost-efficient way to select an advertising agency is to:
A:negotiate and implement bartering arrangements with the agency
B:demand that the agency periodically provide free media space and air time
C:place your ad business out for proposal.
D:negotiate a no-cancellation by either party contract with the agency
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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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宾客服务流程的第一步是
A:重新分配
B:行动计划
C:正确认知
D:识别
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Failure to recognize the benefits of good customer service can result in:
A:inappropriate hiring and placement of staff
B:increased customer dissatisfaction
C:loss of market share
D:all of the above
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使用宾客服务是一种有效____的方式
A:建立分配优先级
B:识别问题和确定解决方案
C:满意地处理客户投诉
D:a和c
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The first step in the point-of-encounter customer service process is:
A:reallocation
B:plan of action
C:recognition
D:identification
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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 marketing intelligence tool measures the difference between management’s perceptions of overall performance and customers’ perceptions?
A:Customer perceptions audit (CPA)
B:Customer satisfaction index (CSI)
C:Gap analysis
D:Other people’s data (OPD)
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A hospitality business’s website should be designed with:
A:as many postage-size photos as possible
B:at least eight photos per screen
C:at least sixteen photos per screen
D:large photos and other visuals
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An objective of revenue maximization is to:
A:sell all rooms at the corporate rate when demand is high
B:select market-mix targets based on the lowest corporate rate
C:select market-mix targets based on the highest corporate rate
D:control and manage the type and nature of group business and transient business
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When you market on the Internet, the major change you will encounter is:
A:a larger market area
B:a smaller and more limited market area
C:a more discerning customer base
D:a and b
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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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The greatest danger in antitrust law is:
A:customer promises with respect to financing.
B:contact with competitors with respect to pricing
C:denigrating your competitors’ products or services
D:meeting a competitive price
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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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Booking pace is the:
A:speed at which a front desk agent books room reservations
B:frequency of return guests’ visits
C:rate at which a group’s room block fills up
D:frequency of a hotel’s yield investment
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Marketing planning begins with defining:
A:the products and services to be marketed
B:the core dollars needed by marketing to maintain a desired level of business
C:a zero-based budget
D:budget
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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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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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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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One of the most popular linear diagrams used by market researchers is the decision tree, which is used to show pathways to targets and:
A:assess alternative strategies
B:develop networks and alliances
C:aid in the decision-making process
D:assess alliances
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Internal communication is especially critical to success in hotel sales because:
A:sales affects all departments
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
C:information exchange results in better service and product delivery throughout the hotel.
D:information and sale
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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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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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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 would be considered a major sector of the hospitality industry?
A:lodging
B:clubs
C:recreation
D:industry
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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。
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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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。
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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People in direct-contact situations with the media often get into trouble for what they do.()
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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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
A:对
B:错
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Use of a shopper service is an effective way to deal satisfactorily with customer complaints.()
A:对
B:错
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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。
A:对
B:错
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Your sales image is made up of such things as your dress, speech, and mannerisms.()
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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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。
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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Desired menu offerings of consumer segments in the food service market vary with the consumer’s purpose for eating away from home. ()
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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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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在住宿业中,产品和服务调研通常被称为去也调研。
A:对
B:错
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酒店行业的主要部门包括住宿、娱乐、餐饮,但是不包括博彩。
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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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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