HTMP Year 1 Review Chapters 13-16

1. Marketing involves a variety of efforts by hospitality and tourism businesses to:

• a. Encourage guests to choose their business over competitors

• b. Attract highly qualified employees

• c. Improve employee satisfaction

• d. Improve customer service

3. All of the following are examples of marketing tools, EXCEPT:

• a. Special promotions

• b. Brochures

• c. Coupons

• d. Guest service

  
  

4. Public relations and market research are examples of:

• a. Sales

• b. Marketing

• c. Advertising

• d. Revenue

5. As a member of a marketing team, you are asked to evaluate whether the cost of generating business will produce enough profit to justify your investment. This is known as the:

• a. Investment return

• b. Cost of marketing

• c. Return on investment

• d. Cost of investment

6. In order to conduct market research and create a successful plan for promoting a product or service, the marketing team must:

• a. Set business objectives and goals

• b. Follow their instinct

• c. Predict, instead of conduct research

• d. Follow past trends in marketing

7. The four “Ps” of marketing are:

• a. Product, Placement, Price, Parity

• b. Price, Product, Place, Promotion

• c. Place, Price, Promotion, Placement

• d. Product, Price, Price, Production

10. What is the purpose of market segmentation?

• a. To target a variety of consumer groups with different behaviors to determine each group’s needs and budgets.

• b. To determine the highest rack rate

• c. To increase sales of guestrooms

• d. To target a single consumer group with similar behaviors to determine that group’s needs and budgets.

If you were asked to determine the age, gender, marital status, and occupation of your guests, you would be analyzing guest:

• a. Psychographics

• b. Personal information

• c. User registration database

• d. Demographics

1. What is the overall purpose of any sales department?

• a. Conduct market research

• b. Analyze return on investment

• c. Set price

• d. Make a business profitable

3. What is the primary task of sales professionals?

• a. Locate, connect and engage clients

• b. Conduct quality audits

• c. Increase customer loyalty

• d. Increase the business’s bottom line