Hospitality Management

The purpose of marketing is to

• sell merchandise

• create and keep customers

• gain publicity

• capture largest market share

Advertising in the hospitality industry is

• an event presented to inform prospective customers about a company

• an activity sponsored or supported by a company to enhance its image

• an article in a newspaper describing the grand opening of a restaurant

• a paid presentation, with an identifiable sponsor, for a product or service

The hospitality industry involves service marketing because

• all employees are trained to be courteous and friendly

• management is concerned with customers' preferences

• extra benefits are provided at luxury hotels

• intangible products are sold to the ultimate consumer

The _____ menu remains the same from day to day with items listed and priced separately

• a la carte

• counter

• du jour

• short order

Senior citizens opt for limited service hotels

• for price savings

• for full amenities

• for free full breakfast

• for more personal service

A hotel that offers a New Year's Eve package for couples at a more expensive rate would be an example of what kind of value added feature?

• conference perk

• social trust

• identification with the organization

• experiential

A skim strategy for pricing works best when

• perceived value of the product is very important to the customer

• many competitors are located nearby

• the product offered is easily replicated by competitors

• customers are not price sensitive

Comparing the number of actual accounts sold in relation to the number of sales calls that are made is called

• yield management

• conversion rate

• rate of return

• sales achievement

Which one of the following best describes when the output from the hospitality team exceeds the total of individual performances?

• energy

• entrepreneurship

• efficiency

• synergy

Offering complimentary breakfast with the rental of a hotel room enhances which part of the marketing mix?

• price

• promotion

• product

• place