南开大学22秋学期《饭店业市场学（一）（二）（EI双语）》在线作业4

奥鹏教育南开大学平时作业

22秋学期（高起本：1603、1609、1703）《饭店业市场学（一）（二）（EI双语）》在线作业-00001

物业的营销平台是:
A:其营销计划的逐项概要
B:对客户的利益列表和优势超过竞争
C:标识您的产品的一般声明
D:整体营销策略的详细列表
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In cost-revenue analysis, the point at which total revenues equals total costs is called the:
A:price point
B:loss point
C:profit point
D:breakeven point
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完成营销计划需要详细分析:
A:您的产品
B:你的竞争
C:你的市场
D:上述所有的
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以下哪一项最好地描述了凯蒙斯威尔逊在20世纪50年代引入的企业战略?
A:电脑化酒店预订
B:汽车旅馆，高速公路或路边产品针对家庭市场
C:所有客房都设有直拨电话
D:套房和阁楼，作为定期客房的替代，那些要求高档住宿
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An objective of revenue maximization is to:
A:sell all rooms at the corporate rate when demand is high
B:select market-mix targets based on the lowest corporate rate
C:select market-mix targets based on the highest corporate rate
D:control and manage the type and nature of group business and transient business
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在您可以管理收益率或设置价格之前,您需要:
A:确保收益将超过收入
B:为不同的市场部门设置内部增量支出模式
C:定义定价策略，以确定年利率水平
D:确定提供最大收入和利润潜力的目标市场组合
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If your press release is a news item, you should forward it to a newspaper’s:
A:city desk
B:editorial desk
C:feature editor
D:either a or b
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The first step in preparing and presenting collateral material is:
A:determining compatibility with the entire marketing program
B:ensuring consistency
C:including practical detail.
D:identifying the primary purpose of the material.
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为了营销的目的,下列哪一个定义了最小的地理区域?
A:一个区域
B:一个大都市统计区
C:邮政编码
D:一个小区域
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下面哪种套餐的重点在于提供实惠?
A:主题旅游套餐
B:假日旅游套餐
C:价格类套餐
D:全包式旅游套餐
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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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Combining two or more travel products##services and offering them to consumers for one price is called:
A:aggregation
B:consolidating
C:discounting
D:packaging
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Which of the following best describes the corporate strategy introduced by Kemmons Wilson in the 1950s?
A:computerized hotel reservations
B:the motel, a highway or roadside product aimed at the family market
C:direct-line telephones in all guestrooms
D:suites and penthouses as an alternative to regular guestrooms for those demanding up-scale accommodations
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根据旅行、住宿和膳食的每日津贴对消费者进行分类是以下哪个例子:
A:价格敏感性
B:价格分割
C:价格红线
D:价格心理
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Which of the following is true?
A:Social and political events have little effect on the buying behavior of consumers in the hospitality market
B:Individual business travelers attending a meeting, conference, or convention generally select their own accommodations and negotiate their own room rates
C:Married couples on vacation are likely to travel on a per diem basis
D:Uncomplicated reservation processes are important to travel agents when arranging and scheduling travel for their clients
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中介对旅行营销工作很重要,因为他们:
A:协助和影响最终用户选择旅行和款待选项
B:是终极用户和旅游营销工作的重点
C:作为旅行者预订、购买门票和安全隔夜住宿的必备要求
D:只服务于旅游市场的业务部门，因此代表了旅行收入的很大一部分
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Which of the following statements about your sales image is true?
A:Your sales image is made up of such things as your dress, speech, and mannerisms
B:You shouldn’t adjust your sales image to meet the expectations of your clients
C:It’s easy for most salespeople to learn about their sales image
D:Your sales image is not an important factor in making a sale
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Categorizing consumers based upon per diem allowances for travel, lodging, and meals is an example of:
A:price sensitivity
B:price segmentation
C:price red-lining
D:price psychographics
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Special services, membership symbols, and recognition of frequent users are key factors of which of the following marketing tools?
A:meal-of-the-month clubs
B:employee-of-the-month programs
C:VIP clubs
D:all of the above
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投诉:
A:可以指示操作人员没有履行营销消息的区域
B:可以，如果处理有效，导致客人满意和重复业务
C:不可能完全消除
D:上述所有的
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市场营销预算的编制方法有
A:销售额百分比法
B:任务法
C:竞争对手法
D:零基预算
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Whi奥鹏教育南开大学平时作业ch of the following would be recognized as a brand name within the hospitality industry?
A:Hertz
B:Hilton
C:McDonald’s
D:HM
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Competitive position is a function of:
A:the price of the hotel.
B:your hotel’s location, facilities, rates, and so forth
C:a property’s ability to meet the needs of available market segments.
D:the amount and quality of competition
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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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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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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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制定营销方案的战略有
A:部分战略
B:整体战略
C:媒体战略
D:推销战略
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Completing the marketing plan requires detailed analysis of:
A:your product
B:your competition
C:your market
D:your price
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在旅游服务业中,消费者调研有多种不同的形式。就饭店和度假村而言,最为常见的一种便是所谓的现期顾客调研。
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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Marketing efforts should focus on the needs of the buyer.()
A:对
B:错
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促销的基本思路在于让消费行为增加或超过预期水平,促销没有时效性。
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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首要影响区域对旅游服务业市场营销的媒体计划有着很好的应用,其不可以用邮政编码进行地区划分。
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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系列型广告主要通过创意性的重复和相似的人物和文案主题按计划分步骤地向受众传达灌高信息。
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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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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在宾客服务中,经过暗访、准备清单、确定宾客接触点,有了具体想法之后,你先在需要的是资源再分配。
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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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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Use of a shopper service is an effective way to deal satisfactorily with customer complaints.()
A:对
B:错
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.According to an executive mentioned in the chapter, Sheraton owns the most hotels in the United States today.()
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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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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开展促销活动的关键在于做好成本规划并明确预期回报。
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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纵向整合:它发生在一家公司在某个行业细分市场里的份额不断提高的时候。
A:对
B:错
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