WorksheetsUnit 3 Hospitality 2
Total questions: 100
Worksheet time: 1hrs 15mins
Name
Class
Date
1.
The process of understanding what motivates guests, identifying their needs, developing products that meet these needs, and communicating the organization’s message about these products is called
a)
positioning.
b)
prospecting.
c)
marketing.
d)
managing.
2.
Every brand has its own unique personality or
a)
voice.
b)
tone.
c)
attitude.
d)
ambiance.
3.
ABC Company develops scented candles that can be used if a person is under stress, unhappy, ill, or unmotivated. The company’s voice is calm and peaceful, and its marketing activities focus on
a)
understanding why guests purchase these products.
b)
new guests, with little concern for existing customers.
c)
getting guests to make just one purchase.
d)
limited internal communications.
4.
Which marketing department manager position works with slogans, logos, and overall guest relationships with a product?
a)
Brand
b)
Marketing
c)
Product
d)
Promotion
5.
Which department is responsible for all internal and external messaging?
a)
Marketing
b)
Public relations
c)
Communications
d)
Human resources
6.
Which type of marketing uses a celebrity or expert in a particular field with a large following who comments or posts about a particular brand?
a)
Affiliate
b)
Influencer
c)
Digital
d)
Social media
7.
Which type of marketing occurs through electronic devices?
a)
Affiliate
b)
Digital
c)
Influencer
d)
Content
8.
Every brand wants to be the first result shown in a search. What is the process by which we increase visitors to a site by making changes to its design and content?
a)
Data collection (DC)
b)
Digital design and format (DDF)
c)
Search engine optimization (SEO)
d)
Search and Find (S&F)
9.
Which type of marketing occurs when a company sells its products or services by having individuals or companies market the company’s products?
a)
Digital
b)
Influencer
c)
Product
d)
Affiliate
10.
When a company uses data collected to find trends and answer questions to inform marketing practices, it is called
a)
data analytics.
b)
analytical investigating.
c)
market research.
d)
conversion marketing.
11.
A restaurant owner wants to determine how effective the restaurant’s website is at encouraging guests to make a reservation. 320 people visited the website and 89 made a reservation. What is the conversion rate?
a)
0.035
b)
0.28
c)
0.35
d)
0.89
12.
What does it take to put a marketing plan into action?
a)
Personnel, advertising, and target market
b)
Time, money, and talent
c)
Product, affiliate, and investors
d)
Crowdfunding, time, and advertising
13.
The document that serves as a blueprint describing planned marketing efforts and goals as well as expected outcomes is called a(n)
a)
action plan.
b)
marketing plan
c)
marketing strategy
d)
SWOT analysis.
14.
The marketing manager at GMA Initiatives wants to determine his business’s strengths and weaknesses and to analyze external opportunities and threats. Which analysis should he conduct?
a)
Market
b)
PESTEL
c)
SWOT
d)
Industry
15.
Where a product or brand stands in the mind of consumers in comparison to other businesses offering similar products and services is called
a)
prospecting.
b)
positioning.
c)
posturing.
d)
plotting.
16.
Who is the group of people that a business wants to attract?
a)
Leads
b)
General public
c)
Demographics
d)
Target market
17.
Which document describes the actual marketing that will be implemented to meet the company’s goals and objectives?
a)
Action plan
b)
Business plan
c)
Marketing plan
d)
Marketing strategy
18.
When a market is divided into smaller groups based on different characteristics it is called
a)
sampling.
b)
positioning
c)
direct marketing.
d)
market segmentation.
19.
If you were asked to determine the age, gender, marital status, and occupation of your guests, you would be analyzing guest
a)
demographics.
b)
psychographics.
c)
geographics.
d)
behavioral.
20.
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)
cost of investment.
d)
return on investment.
21.
Café Dominick spends $\1,500 on an advertising campaign. An analysis shows that Café Dominick earned $\7,000 of additional revenue. What is the return on investment (ROI)?
a)
0.05
b)
0.55
c)
5.5
d)
55
22.
Claire’s Coffee House spends $\1,000 on an advertising campaign. An analysis shows that Claire’s Coffee House earned $\5,000 of additional revenue. What is the return on investment (ROI)?
a)
0.04
b)
0.4
c)
4
d)
44
23.
What is generated when a guest buys a product?
a)
Sales
b)
Expenses
c)
Earnings
d)
Proceeds
24.
The process of identifying people or groups that are likely to use your business or services is called
a)
advertising.
b)
prospecting.
c)
upselling.
d)
marketing.
25.
Which member of the sales department sets goals, formulates action plans, manages the sales team, and forecasts revenue and expenses for the department?
a)
Sales manager
b)
Sales coordinator
c)
Account manager
d)
Director of sales
26.
A woman answers emails and telephone calls, runs sales reports, and tracks leads. She is the
a)
sales manager.
b)
director of sales
c)
sales coordinator.
d)
administrative assistant.
27.
The difference in the responsibilities of the director of sales and the sales manager is that the DOS sets goals and formulates an action plan, while the sales manager focuses on:
a)
selling the destination as a whole.
b)
managing the office duties.
c)
selling the destination as a whole.
d)
prospecting and closing deals.
28.
Which of the following is NOT one of the six main goals of marketing activities for a company?
a)
Constantly altering the brand's voice.
b)
Influencing guest behavior.
c)
Building relationships with current guests.
d)
Communicating internally with staff members.
29.
Which marketing goal focuses on ensuring repeat business by fostering strong relationships with consumers?
a)
Acquiring new guests
b)
Propelling a guest to action
c)
Developing the brand
d)
Building relationships
30.
A brand's voice is primarily apparent in which aspect of its marketing?
a)
The price point of its products.
b)
The management's corporate hierarchy.
c)
The colors, images, words, and overall message used.
d)
The total number of employees in the sales team.
31.
The overall purpose of a company's unique voice is to:
a)
Lower the product's price.
b)
Differentiate it from the competition.
c)
Minimize internal communications.
d)
Target only business travelers.
32.
The marketing activity that involves creating an image of the business in a customer's mind is called:
a)
Guest prospecting.
b)
Brand development.
c)
Market analysis.
d)
Public relations.
33.
The goal of marketing that moves a potential guest from awareness to making an actual purchase is called:
a)
Propelling a guest to action.
b)
Acquiring new guests.
c)
Internal communication.
d)
Guest behavior analysis.
34.
Why is communication with all staff members considered a main goal of marketing?
a)
It ensures only the PR staff interacts with guests.
b)
It reduces the need for external advertising.
c)
Informed staff are better prepared to communicate effectively with guests.
d)
It strictly limits the flow of information to management.
35.
A business seeking to understand why guests purchase a product is focusing on which marketing goal?
a)
Building relationships.
b)
Acquiring new guests.
c)
Influencing guest behavior.
d)
Communicating internally.
36.
The Public Relations (PR) division is primarily responsible for:
a)
Setting the sales department's financial goals.
b)
Managing the company's internal payroll.
c)
Promoting a positive public image and working with media outlets.
d)
Developing the company's mobile app.
37.
In a large company, who typically oversees a Director of Marketing?
a)
The Sales Coordinator.
b)
The Brand Manager.
c)
A President or Vice President of Marketing.
d)
A Destination Sales Manager.
38.
Employees who work to increase the perceived value of the brand, including managing slogans and logos, work in which division?
a)
Communications department.
b)
Brand management division.
c)
Digital marketing team.
d)
Public relations division.
39.
A communications department is responsible for all:
a)
Financial forecasting.
b)
Guest check-in procedures.
c)
Internal and external messaging.
d)
Human resources hiring.
40.
Public relations staff frequently works with which of the following media outlets?
a)
Newspapers, magazines, and websites.
b)
The internal human resources system.
c)
Government per-diem regulations.
d)
Accounting software.
41.
Why is staff size and budget a factor that affects how marketing departments operate?
a)
It determines which competitor to track.
b)
It dictates the number of dedicated employees and the scope of activities.
c)
It controls the per-diem rate for business travelers.
d)
It only applies to independent restaurants.
42.
What is an example of a core duty of a Brand Manager?
a)
Managing the sales coordinator's schedule.
b)
Ensuring the brand's logo is recognizable and consistent.
c)
Negotiating group sales contracts.
d)
Tracking leads from networking events.
43.
Which role is responsible for promoting the company's positive image to external news sources?
a)
Director of Sales.
b)
Sales Manager.
c)
PR Staff.
d)
Sales Coordinator.
44.
Social media marketing typically targets consumers based on their:
a)
Zip code and climate.
b)
Marital status and occupation.
c)
Likes and interests.
d)
Per-diem limits.
45.
What is a cost-effective form of digital advertising besides a company website?
a)
Direct mail brochures.
b)
Hiring a new Director of Sales.
c)
Social media.
d)
Commission-based pay.
46.
What is the term for the process of increasing website visitors from search engines by making changes to a website’s design and content, often including key words?
a)
Data analytics.
b)
Conversion marketing.
c)
Public relations.
d)
Search engine optimization (SEO).
47.
Digital marketing occurs through which of the following?
a)
Billboards and print ads.
b)
Electronic devices such as computers and cell phones.
c)
In-person networking events.
d)
Direct mail and brochures.
48.
What is the first step in digital marketing for many businesses?
a)
Hiring an influencer.
b)
Creating a website.
c)
Conducting a SWOT analysis.
d)
Setting the per-diem rate.
49.
When a company pays a social media outlet to get its messaging in front of more consumers, it is addressing the limitation that most outlets:
a)
Do not allow pictures or video.
b)
Are too difficult to use for advertising.
c)
Limit how posts are displayed unless a fee is paid.
d)
Only allow government employees to view content.
50.
A mobile app that allows a cruise ship guest to have a drink delivered is an example of a hospitality company using mobile apps for:
a)
Marketing efforts.
b)
Prospecting avenues.
c)
Competitive analysis.
d)
Transient sales.
51.
A conversion rate is calculated by dividing the number of reservations made by the number of website visitors and then:
a)
Subtracting the cost.
b)
Multiplying by the per-diem.
c)
Multiplying by 100 to get a percentage.
d)
Dividing by the number of sales staff.
52.
If 500 people visited a website and 10 of them booked a hotel room, what is the conversion rate?
a)
0.002
b)
0.01
c)
0.02
d)
0.05
53.
Affiliate marketing is when a company sells products by having other individuals or companies:
a)
Promote a positive public image.
b)
Market the company's products/services.
c)
Focus only on internal communication.
d)
Set the revenue goals for the year.
54.
If 100 out of 400 website visitors make a reservation, what is the conversion rate?
a)
0.1
b)
0.2
c)
0.25
d)
0.4
55.
Data analytics is when a company uses collected data to:
a)
Set the menu prices for a restaurant.
b)
Recruit new employees.
c)
Find trends and answer questions to inform marketing practices.
d)
Divide a market into smaller geographic groups.
56.
A marketing plan is described as a:
a)
Detailed list of all current customers.
b)
Contract signed by the Director of Sales.
c)
Blueprint describing planned marketing efforts and expected outcomes.
d)
Tool for tracking sales manager commissions.
57.
In a SWOT analysis, which two components analyze external factors that could impact a business?
a)
Strengths and Weaknesses.
b)
Weaknesses and Opportunities.
c)
Opportunities and Threats.
d)
Strengths and Threats.
58.
Positioning refers to:
a)
The physical location of a business.
b)
Where a product stands in the mind of consumers compared to competitors.
c)
The salary of the Director of Sales.
d)
The number of leads generated in a week.
59.
Market segmentation divides a market based on different:
a)
Per-diem rates.
b)
Sales quotas.
c)
Characteristics.
d)
Brand slogans.
60.
Analyzing a guest's lifestyle, attitudes, personality, and values is an example of which type of market segmentation?
a)
Demographics.
b)
Geographics.
c)
Behavioral.
d)
Psychographics.
61.
A hotel segmenting its market by zip code, population density, and climate is using which type of segmentation?
a)
Behavioral.
b)
Psychographic.
c)
Geographic.
d)
Demographic.
62.
The Return on Investment (ROI) calculation determines if the cost of generating business will produce enough:
a)
Brand development.
b)
Profit to justify the investment.
c)
Leads to reach the sales goal.
d)
Employee satisfaction.
63.
What is the ROI percentage if a company spends $\5,000 on advertising and generates $\25,000 in additional revenue?
a)
0.04
b)
0.2
c)
4
d)
5
64.
What is the ROI percentage if a campaign costs $\2,000 and brings in $\12,000 in new revenue?
a)
0.05
b)
0.5
c)
5
d)
6
65.
The specific market segments used in the hospitality industry include:
a)
Time, Money, and Talent.
b)
Business, leisure, group, local, international, SMERF, and MICE.
c)
Strengths, Weaknesses, Opportunities, and Threats.
d)
Positioning, Prospecting, and Pricing.
66.
In the hospitality industry, sales are generated when a guest buys a:
a)
Marketing plan.
b)
SWOT analysis.
c)
Product (hotel rooms, attraction tickets, meals, etc.).
d)
Loyalty program membership.
67.
What is the overall responsibility of the sales team?
a)
Creating the company's brand voice.
b)
Meeting financial goals by increasing business.
c)
Performing a competitive analysis.
d)
Setting the per-diem rate for government travelers.
68.
The process of identifying people or groups that are likely to use your business or services is called:
a)
Positioning.
b)
Prospecting.
c)
Segmenting.
d)
Converting.
69.
A successful salesperson needs to be knowledgeable about:
a)
Only the competition's pricing.
b)
Only the business's management style.
c)
The business, the competition, and industry trends.
d)
Only the company's slogans.
70.
Having a sales mindset requires the understanding that every guest interaction is a:
a)
Financial forecast.
b)
SWOT analysis component.
c)
Moment to sell.
d)
Per-diem limit.
71.
Product knowledge for a hotel salesperson includes knowing:
a)
The CEO's favorite meal.
b)
The number of rooms, size of meeting spaces, and distance to attractions.
c)
The per-diem for all government employees.
d)
The marketing department's annual budget.
72.
Why is focusing on guest value often more important than the cost in securing sales?
a)
Value is easier to calculate than ROI.
b)
It ensures the guest never interacts with the sales team.
c)
Guests should know the value they receive, which is key to long-term sales.
d)
It strictly limits the use of commissions.
73.
Which pay structure can unintentionally encourage a sales representative to use very aggressive tactics?
a)
Fixed salary only.
b)
Hourly wage only.
c)
Salary or hourly wage plus a commission/bonus.
d)
Fixed salary with no bonus potential.
74.
High-pressure sales tactics are considered unethical because they can:
a)
Prevent the use of a SWOT analysis.
b)
Mislead a customer or pressure them into a more expensive purchase.
c)
Result in a strong client base.
d)
Confuse the role of the sales manager and coordinator.
75.
An ethical sales manager should prioritize being:
a)
Secretive with information.
b)
Honest, anticipating needs, and not trying to trick guests.
c)
Constantly raising sales goals.
d)
Focused only on high-profile sales targets.
76.
Who is the second in command of the sales department, who may step in if the director is out of the office?
a)
Sales Coordinator.
b)
Sales Manager.
c)
Destination Sales Manager.
d)
Brand Manager.
77.
The Director of Sales (DOS) is responsible for:
a)
Only answering emails and phone calls.
b)
Conducting a PESTEL analysis.
c)
Managing the sales team and forecasting revenue and expenses.
d)
Selling the destination as a whole.
78.
What are the main duties of a Sales Manager?
a)
Running sales reports and tracking leads.
b)
Formulating the action plan and setting department goals.
c)
Prospecting and closing business deals (having signed contracts).
d)
Working with the PR staff on external messaging.
79.
Which sales role typically sells the destination as a whole, often targeting large groups like associations and conventions?
a)
Director of Sales.
b)
Sales Manager.
c)
Destination Sales Manager.
d)
Sales Coordinator.
80.
Which role frequently handles the office duties, including answering inquiries and giving tours to prospective clients?
a)
Sales Manager.
b)
Director of Sales.
c)
Sales Coordinator.
d)
Destination Sales Manager.
81.
The Director of Sales must have extensive knowledge of:
a)
Only internal communications.
b)
Only the company's mobile app design.
c)
The area, competition, and business.
d)
Only social media marketing trends.
82.
If a Sales Manager closes a large convention deal, their action falls under which main duty?
a)
Tracking leads.
b)
Closing business deals.
c)
Formulating the action plan.
d)
Running sales reports.
83.
The sales coordinator's task of tracking leads contributes to which key sales activity?
a)
Setting sales goals.
b)
Building a strong client base.
c)
Calculating the conversion rate.
d)
Conducting a SWOT analysis.
84.
Why is the Director of Sales expected to have a positive, welcoming attitude to both employees and guests?
a)
To personally handle all transient sales.
b)
To avoid the need for a Sales Coordinator.
c)
To effectively manage the team and represent the business as the person in charge.
d)
To focus solely on per-diem business.
85.
In larger sales offices, the Sales Manager may also serve as the liaison between:
a)
The guest and the Brand Manager.
b)
The Director and the rest of the sales staff.
c)
The per-diem and the transient sales.
d)
The SWOT analysis and the action plan.
86.
For sales to increase, consistent growth strategies and goals should be:
a)
Constantly altered.
b)
Ignored in favor of high-profile targets.
c)
Implemented.
d)
Handled only by the Sales Coordinator.
87.
Researching reasons why potential clients chose a different location helps a manager:
a)
Set the per-diem rate.
b)
Find ways to add value and increase sales.
c)
Focus only on existing clients.
d)
Track loyalty program points.
88.
Why is it easier and more cost-effective to have a guest return than to attract a new client?
a)
Returning guests don't need a SWOT analysis.
b)
Attracting new guests requires spending money and resources.
c)
New clients only book transient sales.
d)
Loyalty is only important for group sales.
89.
People that have the potential to become prospects are called:
a)
Guests.
b)
Targets.
c)
Leads.
d)
Clients.
90.
What must happen for a lead to become a prospect?
a)
They must sign a contract.
b)
They must be government employees.
c)
They must show interest or have a need for the services offered.
d)
They must be present at a networking event.
91.
Prospecting avenues are methods of:
a)
Calculating the Return on Investment.
b)
Identifying, reaching, and connecting with potential prospects.
c)
Managing the sales department budget.
d)
Setting the brand's unique voice.
92.
Attending networking events hosted by local social or professional organizations is a great way to meet:
a)
Media outlets.
b)
Leads and prospects.
c)
PR staff.
d)
Brand managers.
93.
Why is using a variety of prospecting avenues important?
a)
To strictly limit the total number of leads.
b)
To avoid all digital marketing.
c)
To find a greater mix of prospects.
d)
To focus only on group sales.
94.
Which key sales activity requires managers to keep a close watch on sales progress and be proactive?
a)
Evaluating current sales.
b)
Setting sales goals.
c)
Tracking sales goals.
d)
Building a strong client base.
95.
What must happen to the prospecting list as prospects become guests or are no longer in need of services?
a)
It must be shared with the competition.
b)
It must be disregarded entirely.
c)
It needs updating.
d)
It must be kept strictly by the Director of Sales.
96.
Sales segments are typically divided into transient and:
a)
Local.
b)
SMERF.
c)
Group.
d)
Leisure.
97.
What is the term for the strict limit on spending for food and lodging, often given to government employees traveling for business?
a)
Conversion rate.
b)
Return on investment.
c)
Per-diem.
d)
Dynamic package.
98.
Leisure guests account for a large percentage of transient sales and help fill hotel rooms when which group is not present?
a)
SMERF groups.
b)
Convention attendees.
c)
Business travelers.
d)
Government employees.
99.
Which of the following is a type of Group Sales related to leisure travel?
a)
Professional conventions.
b)
Company workshops.
c)
Weddings and family reunions.
d)
Government per-diem stays.
100.
In a competitive analysis, tracking competition and their level of success should identify which key asset that affects success?
a)
The color of the competitor's office walls.
b)
Customer motivators and major component costs.
c)
The height of the competitor's tallest building.
d)
The total number of per-diem travelers they host.
100 %
