南开大学23秋学期《饭店业市场学（一）（二）（EI双语）》在线作业三

奥鹏南开大学23年秋季新学期作业参考

23秋学期（高起本：1709-2103、专升本/高起专：2003-2103）《饭店业市场学（一）（二）（EI双语）》在线作业-00003

According to the chapter, class in the service industry is demonstrated by:
A:offering something unique
B:ensuring that the property is neat and clean
C:behaving with grace under pressure
D:an arrogant general manager
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In the 1950s and 1960s, _________ driven forces gave rise to new ideas in the hospitality industry that resulted in increased market and product segmentation.
A:externally
B:socially
C:internally
D:legislatively
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以下哪项是消费者对您的运营产生积极反应的关键?
A:效率
B:唯一性
C:可靠性
D:上述所有的
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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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A property’s marketing platform is:
A:the item-by-item outline of its marketing plan
B:the list of benefits to the customer and advantages over the competition
C:a general statement identifying your products
D:the itemized list of overall marketing strategies
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自动化物业管理系统提供以下哪些营销利益?
A:准确的业务预测，实现及时的费率调整
B:改善客人服务
C:改善客房库存控制
D:上述所有的
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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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以下哪项对于成功的直接接触公共关系最重要
A:彻底准备
B:大纲或计划
C:将您的产品或服务与观众的观点相关联
D:重写，复查和重写演示文稿
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If, during a direct-contact public relations opportunity, you are asked a question by the press that you do not have an answer for, the best response is to:
A:answer with your best guess, but make the answer general enough to not invite argument
B:tell the asker that his or her question is not within the scope of the presentation
C:say you do not have the information with you, but you will provide it before the end of the day
D:none of the above
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盈亏平衡分析中的“总成本”是:
A:所有固定成本的组合
B:所有可变成本的组合
C:所有固定成本和所有可变成本的组合
D:以上都不是
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The three principal phases through which automated reservations systems have evolved are:
A:reservations specialist, purchase facilitator, and delivery
B:purchase facilitator, data collector, and management information
C:reservations specialist, data collection, purchase facilitator.
D:data collection, purchase facilitator, management information
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Which of the following does a marketing budget do?
A:It qualifies your objectives
B:It quantifies the cost of your strategies.
C:It compares your expenditures to those of competitors
D:It does none of the above
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Which of the following is an example of putting an inappropriate message into your direct mail piece?
A:Offering weekend packages to senior citizens that emphasize safety, security, convenience, and value
B:Sending college students a spring-break package that emphasizes value and fun
C:Sending a 2-for-1 offer to individuals who are very price sensitive
D:Sending a budget, “no-frills” offer to individuals to whom ego and status issues are very important
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最初,使用酒店业的自动化:
A:在前台产生访客历史，使用模式和偏好数据
B:收集和分析客人人口统计和心理数据
C:以使客户能够从他们的家庭或个人计算机设备进行预订
D:作为生成和分析财务报告和统计数据的工具
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将您的产品或服务与市场中其他公司的产品或服务进行比较的市场调研称为
A:市场
B:产品或服务
C:竞争的
D:消费者
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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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以下哪项代表了购买服务公司的主要营销工具?
A:公司开放
B:年度报告
C:产品手册
D:图像小册子
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Individual business travelers attending functions planned by associations are usually:
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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Originally, automation in the hospitality industry was used:
A:in the front office to produce guest history, patterns of use, and preferences data
B:to collect and analyze guest demographic and psychographic data
C:to enable customers to make reservations from their home or personal computer devices.
D:as a tool for producing and analyzing financial reports and statistics
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Use of a shopper service is an effective way to:
A:establish allocation priorities
B:recognize problems and identify solutions
C:deal satisfactorily with customer complaints.
D:a and c
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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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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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One of the most popular linear diagrams used by market researchers is the decision tree, which is used to show pathway奥鹏南开大学23年秋季新学期作业参考s 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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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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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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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 is a key to telephone sales?
A:Asking for objections
B:Listening
C:Thoroughly knowing your product or service
D:speaking
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市场营销的受众包括
A:投资团体
B:加盟商
C:融资渠道
D:消费者细分市场
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When making e-mail or fax offers, marketers should:
A:send the offers to current customers in a service-oriented manner
B:offer customers the option of not receiving the message
C:assess whether e-mail and fax marketing will do the business more harm than good
D:offer customers more
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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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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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promote only what you intend to deliver is a key to successful promotions.()
A:对
B:错
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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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Public relations, by definition, deals only with publics external to the company.()
A:对
B:错
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纵向整合:它是在一家公司从事多种购买和分销的情况下出现的。
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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员工和消费者的接触点是赢得或者失去消费者的机会。
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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You should not enter into a joint promotion unless the other party has an equal or better overall reputation. ()
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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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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Marketing efforts should focus on the needs of the hospitality company.()
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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Consumers in the quick-service (fast-food) market industry segment seek convenience and are also sensitive to price.()
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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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.()
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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Your sales image is made up of such things as your dress, speech, and mannerisms.()
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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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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