南开大学23年春学期《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：1609、1703）《饭店业市场学（一）（二）（EI双语）》在线作业-00001

Which of the following rate information would be appropriate to include in a sales administrative assistant’s telephone answering instructions?
A:a very broad range of rates to quote
B:two or three rates to quote
C:instructions to advise callers that rates are negotiable
D:a or c
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Research that you conduct yourself is called _________ research.
A:primary
B:quantitative
C:secondary
D:qualitative
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Marketing research that compares your product or service with products or services of other companies in the market is called __________ research.
A:market
B:product or service
C:competitive
D:consumer
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In a##an__________ promotion, a prospective customer is required to do something in order to take advantage of an incentive offer.
A:open
B:closed
C:type matchup
D:fulfillment
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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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Which of the following statements about communication and the sales department is true?
A:Communicating with other departments is not necessarily important to the sales department
B:There is no need for salespeople to communicate with staff in the rooms department
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
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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以下哪些细分消费者最有可能以每日津贴为基础?
A:会议参加者
B:政府雇员
C:商务旅行者具有相对不受限制的费用帐户
D:旅行团
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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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Which of the following would be identified through a hotel’s external analysis of market segments?
A:the types of customers currently attracted to the hotel
B:the reasons current customers are attracted to the hotel
C:the most effective marketing techniques to reach new customers
D:the types of customers currently attracted to the hotel’s competitors
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从营销角度来看,为什么员工激励计划很重要?
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
B:具有内容的员工不太可能偏好工会的成员资格
C:促进员工士气的激励计划直接影响销售
D:a和b
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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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下面哪个不是基本营销情报工具
A:SWOT分析
B:顾客满意度指数分析
C:问卷调查
D:第三方调研数据
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Focusing on revenue and profit per unit is critical where the unused unit is:
A:an inflation-driven item
B:a fee-based service
C:a perishable item
D:a non-perishable item
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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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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:
A:速度
B:更低的价格
C:方便
D:a和c
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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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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。
A:利益型广告
B:系列型广告
C:报价型广告
D:品牌识别型广告
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The four areas of information required to complete a marketing plan are:
A:market segmentation, media selections, budgets, and facts about the competition
B:market segmentation, zero-base budgeting concepts, intermediary facts, and occupancy details
C:market segmentation, facts about competitors, external facts, and internal facts
D:market segmentation, external facts, internal facts, and market strategies
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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
A:投资者（时间）
B:第一次客户
C:重复客户
D:成员
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直到2006年,四个主要的全球分销系统是
A:Amadeus，Galileo，SPEAR和Worldscope
B:Amadeus，Apollo，COVIA和Worldspan
C:阿波罗，全球，Saber和全球
D:Amadeus，Galileo，Sabre和Worldspan
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To determine which market segments your property should or should not pursue, consider:
A:how profitable the segment is
B:how suitable your existing facilities are for that segment
C:the segment’s trend for growth or decline.
D:the profitable of the hotel
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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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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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Rental car rate strategies are determined by variables such as:
A:competition
B:individual customer driving record
C:days used
D:price
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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:placement and market
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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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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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Which of the following marketing benefits can automated property management systems provide?
A:accurate business forecasting, enabling timel奥鹏南开大学新学期作业参考 代做2元一门y rate adjustments
B:improved guest service
C:improved guestroom inventory control
D:reduce the price
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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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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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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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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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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。
A:对
B:错
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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。
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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Demographic segmentation reveals the benefits consumers seek and the needs they expect to satisfy.()
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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It is ill-advised strategy to form a marketing budget based on last year’s expenses.()
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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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。
A:对
B:错
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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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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。
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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Frequent traveler profiles incorporate demographic, geographic, and psychographic data.()
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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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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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。
A:对
B:错
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promote only what you intend to deliver is a key to successful promotions.()
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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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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