南开大学22秋学期《饭店业市场学（一）（二）（EI双语）》在线作业5

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-00002

The justification for the marketing budget is the:
A:method of allocation of available funds among the various marketing functions
B:amount of funding necessary to support the marketing plan programs and certain other activities not specifically identified
C:result of research and analysis conducted
D:incremental funds available
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In the context of customer service, a point of encounter is:
A:any situation in which a customer voices a complaint to a hospitality staff member
B:any point at which the customer comes into contact with a business or its representatives
C:an instance in which a customer with a complaint goes directly to upper management to voice his or her displeasure, rather than to the applicable staff mem奥鹏教育南开大学平时作业ber on duty
D:none of the above
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营销预算的理由是:
A:在各种营销功能之间分配可用资金的方法
B:支持营销计划方案所需的资金数额和未明确确定的某些其他活动
C:结果进行了研究和分析
D:增量资金
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Which of the following statements about joint promotions is true?
A:You should not enter into a joint promotion unless the other party guarantees the cost-benefits ratio
B:Joint promotions always improve your base business
C:You should not enter into a joint promotion unless the other party has an equal or better overall reputation
D:Joint promotions always improve your overall market
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关于公共关系的以下说法__是正确的
A:公共关系是一种有效的营销手段
B:公共关系，根据定义，只处理公司外部的公众
C:由于其无形的性质，公共关系是不可衡量的
D:宣传和公共关系是同义词
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操作检查表:
A:可能很难适应个别财产
B:从客人关系工作人员选择填写它的角度评价财产
C:列出客人不满意的项目或区域
D:从访客的角度评估属性
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A marketing plan helps you analyze what you have learned about your business and translate it into:
A:competitive intelligence
B:research questions.
C:action programs
D:sales programs
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It is a good idea to have:
A:just one link to and from your website
B:no more than four links to and from your website
C:as many links as possible and appropriate to and from your website
D:no links from your website, but links to your website are acceptable as long as they are appropriate
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From a marketing perspective, why are employee motivation programs important?
A:Unmotivated and unhappy employees raise turnover rates, and recruiting, hiring, and training replacement employees is costly and time-consuming
B:Employees who are content are less likely to favor membership in labor unions
C:Motivation programs that help bolster employee morale directly affect sales
D:a and b
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Following a heated budget discussion during a senior staff committee meeting, the marketing executive of a hospitality firm outlined arguments in favor of adopting a zero-base budgeting process. Which of the following statements would be included on that list?
A:Zero increases, zero decreases—we should be continue to allocate resources to all departments based on amounts approved at the budget meetings we’ve held over the last two years
B:Nothing is sacred—we all must justify every planned expenditure
C:The budget formulas we used last year provide a sound basis for helping us respond to changes in the marketplace
D:The most valid procedure for calculating budget needs in each department is to increase the budgets each year by the previous year’s rate of inflation
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以下哪个例子说明了饭店服务行业横向整合的概念
A:四季酒店
B:预算租车
C:万豪国际
D:以上都不是
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When you market on the Internet, the major change you will encounter is:
A:a larger market area
B:a smaller and more limited market area
C:a more discerning customer base
D:a and b
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Of the following statements about press releases, which is true?
A:All press releases should be in form.
B:So that the maximum amount of material about your subject can be included, the “body” of the release must be single-spaced
C:Photographs should never accompany a press release
D:The headline should appear in capital letters at the bottom of the first page
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In a##an__________ promotion, a prospective customer is required to do something in order to take advantage of an incentive offer.
A:open
B:closed
C:type matchup
D:fulfillment
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下面哪一个是外部驱动力量的例子(是例子),足以影响和塑造公司战略,因为它涉及到产品,质量和服务水平等事情?
A:人口趋势
B:层定性分割
C:商业国际主义
D:上述所有的
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Under __________ , persons or firms cannot offer a price to one buyer that they do not offer to another, if the two are purchasing substantially the same product or service, during the same time period, in the same quantity.
A:Article III of the Federal Trade Commission Act
B:the Sherman Antitrust Act
C:the Robinson-Patman Act
D:the Price Control Antitrust Act
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在高级工作人员委员会会议上进行了热烈的预算讨论之后,酒店公司的营销主管概述了支持采用零基预算编制程序的论点。列表中将包括以下哪些语句
A:零增长，零减少 – 我们应该继续根据我们在过去两年举行的预算会议批准的数额，向所有部门分配资源
B:没有什么是神圣的 – 我们都必须为每一个计划的开支辩护
C:我们去年使用的预算公式为帮助我们应对市场变化提供了坚实的基础
D:计算每个部门的预算需求的最有效的程序是每年将预算增加到上一年的通货膨胀率
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以下哪项是电话销售的关键
A:请求反对
B:倾听
C:彻底了解您的产品或服务
D:b和c
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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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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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The overall goal of hospitality marketing is the sale of:
A:product
B:service
C:image
D:money
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Internal communication is especially critical to success in hotel sales because:
A:sales affects all departments
B:efficient delivery of the product or service is dependent on all departments knowing the customer’s needs and what is to be delivered, when, and where
C:information exchange results in better service and product delivery throughout the hotel.
D:information and sale
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电子营销的类型包括
A:网站
B:电子邮件
C:传真
D:短信
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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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Which of the following marketing benefits can automated property management systems provide?
A:accurate business forecasting, enabling timely rate adjustments
B:improved guest service
C:improved guestroom inventory control
D:reduce the price
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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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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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Which 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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To determine which market segments your property should or should not pursue, consider:
A:how profitable the segment is
B:how suitable your existing facilities are for that segment
C:the segment’s trend for growth or decline.
D:the profitable of the hotel
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被人们广泛使用的营销调研基本技术包括
A:直接调查
B:问卷调查
C:趋势调研
D:焦点小组
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市场营销的焦点不包括融资渠道。
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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Use of a shopper service is an effective way to deal satisfactorily with customer complaints.()
A:对
B:错
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产品和服务调研的任务是将你的产品或服务同竞争对手的产品或服务进行比较。
A:对
B:错
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Demographic segmentation reveals the benefits consumers seek and the needs they expect to satisfy.()
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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Natural borders define the boundaries of metropolitan statistical areas.()
A:对
B:错
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同直接调查和问卷调查相比,开展焦点小组座谈比较费时,营销者要花很多时间去组织和跟踪。
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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Marketing efforts should focus on the needs of the buyer.()
A:对
B:错
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It is ill-advised strategy to form a marketing budget based on last year’s expenses.()
A:对
B:错
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参加行业会议的商务旅行者对价格比较敏感,而参加公司会议和研讨会则不然。
A:对
B:错
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最为有效的营销方法或营销技术需要依据目标市场的特点加以确定。
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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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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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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环境调研中一项关键性的核心任务是预估将会遇到任何形式的机会和威胁,以及这些机会和威胁将会如何影响你的业务。
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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营造声誉型广告主要通过权威证据、自我评价、其他单位的评价,或者引述领袖人物或专业人士的话语去提高所宣传产品或服务的声誉,或者在广告中放上他们的照片或签名,以暗示他们对该产品或服务的一种肯定。
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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