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Test your basic knowledge |
Hospitality And Tourism Marketing
Start Test
Study First
Subject
:
hospitality
Instructions:
Answer 40 questions in 15 minutes.
If you are not ready to take this test, you can
study here
.
Match each statement with the correct term.
Don't refresh. All questions and answers are randomly picked and ordered every time you load a test.
This is a study tool. The 3 wrong answers for each question are randomly chosen from answers to other questions. So, you might find at times the answers obvious, but you will see it re-enforces your understanding as you take the test each time.
1. Advertising -sales promotion -personal selling -public relations -direct marketing
Promotional Mix 5 tools
New-Product Pricing
Pricing Strategies
Product-Variety Market
2. Product bundle pricing -price-adjustment strategies (volume discounts) -non-use of yield management -last-minute pricing -discriminatory pricing (Victoria's Secret & Beverly Hills) -supply & demand driven approach
Market Positioning
Behavior Segmentation
Existing-Product Pricing
Objective Setting
3. Brand individual menu items by restaurant -ex-McDonalds- BigMac - Sea World- Shamu
Family Brands & Line Extensions
Behavior Segmentation
Marketing Objectives- Internal Factors
Umbrella Brands & Subbranding
4. Divides buyers into groups based on their knowledge - attitude - use - or response to a product
USP- Unique Selling Proposition
Psychographic Segmentation
Behavior Segmentation
Market Targeting
5. Locate several brands in a freestanding unit -ex- PF Changs & Cheesecake
Marketing Objectives- Internal Factors
Market Targeting
Mass Market
Brand Bundling
6. Idea generation - idea screening - concept development and testing - marketing strategy development - business analysis - product development - market testing - & commercialization
Product-Variety Market
Four Product Levels
Family Brands & Line Extensions
New Product Development
7. The seller mass produces - mass distributes - and mass promotes one product to all buyers -it should lead to the lowest costs and prices and create the largest potential market
Mass Market
Four Product Levels
New Product Development
General Pricing Approaches
8. Consists of dividing the market into groups based on demographic variables such as age - gender - family life cycle - income - occupation - education - religion - race - and nationality
Demographic Segmenation
Price
Market Positioning
Requirements for effective segmentation
9. Prestige pricing -market-skimming pricing (high price for new product) -market penetration pricing (low price for new prodcut)
Promotional Mix Factors
Market Segmentation
Media Type's Decisions
New-Product Pricing
10. Introduction - growth - maturity - decline or -concept development - expansion - maturity - concept development/replacement - expansion - maturity time
Product Life Cycle
Marketing Objectives- External Factors
Individual Brands
Multiple Branding
11. Design the message -select communication channels -select the message source -measure communication results
Product Life Cycle
Marketing Objectives- Internal Factors
The Communication Process
Promotional Mix Factors
12. Specific product attributes (price - product - feature) -needs products fill or benefits product offer -certain classes of users -against an existing competitors -repositioning
Pricing Strategies
Positioning Strategies
Brand Bundling
Market Positioning
13. Operates a hotel property under two or more brand names -same company divides 500 rooms into 300 and 200 different levels and prices
Selecting market segments
Media Type's Decisions
Multiple Branding
Requirements for effective segmentation
14. Measurable-segments can be measured -accessible-segments can be reached and served -substantial-segments are profitable to serve -actionable-effective programs can attract segments
Four Product Levels
Individual Brands
Requirements for effective segmentation
Informative - Persuasive - Reminder Message
15. Awareness -interest -desire -action
Positioning Strategies
Behavior Segmentation
AIDA
The Communication Process
16. Survival -current profit maximization -market-share leadership -brand equity growth -product-quality leadership -marketing mix strategy -costs -organizational considerations
Market Positioning
Marketing Objectives- Internal Factors
Market Segmentation
Objective Setting
17. Maintain completely unique identities for a company's brands -ex- Yum Brands: Taco Bell - Piza Hut - etc.
Individual Brands
Psychographic Segmentation
Multiple Branding
New Product Development
18. The seller identifies market segments - select on or more - and develops products and services tailored to each selected segment -markets in industrialized nations are increasingly fragmented
Selecting market segments
Price
Target Market
Promotional Pricing
19. Undifferentiated marketing- bifuricated marketing -differentiated marketing- concentrated marketing
New Product Development
Selecting market segments
Pricing Strategies
Mass Market
20. Type of product and market -push vs. pull strategy -buyer readiness state -product life-cycle stage
Market Segmentation
Promotional Mix Factors
Ingredient Branding
The Communication Process
21. Set objectives based on information about the target market - positioning - and marketing mix -classification by AIMS (informative - persuasive - reminder)
Product-Variety Market
Price
Objective Setting
Psychological Pricing
22. Put the 'family name' on different brands -ex-coke - cherry - coke
Multiple Branding
Promotional Mix 5 tools
Family Brands & Line Extensions
Product-Variety Market
23. Message Decisions -Execution Styles -Message (headline - humor - spokesperson - etc.)
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24. Is the process of dividing a market into distinct groups of buyers who might require separate products and/or marketing mixes - identify base for segmenting - develop segment profiles
Market Segmentation
Family Brands & Line Extensions
New-Product Pricing
Media Type's Decisions
25. Calls for diving the market into different geographic units - such as nations - states - regions - counties - cities - or neighborhoods
USP- Unique Selling Proposition
Geographic Segmentation
Promotional Mix Factors
New Product Development
26. Divides buyers into groups based on social class - lifestyle - and personality characteristics
Psychographic Segmentation
Cobranding
Marketing Objectives- External Factors
Four Product Levels
27. Problem awareness -information search -alternative evaluation -purchase decision -postpurchase evaluation
Umbrella Brands & Subbranding
Product-Variety Market
Informative - Persuasive - Reminder Message
Price
28. Value -uniqueness -believable -benefits
Informative - Persuasive - Reminder Message
Individual Brands
USP- Unique Selling Proposition
Objective Setting
29. The amount of money charged for a good/service -the only marketing mix element that produces revenue -charging too much chases away potential custmers - charging too little cuts revenue
Target Market
AIDA
Price
Pricing Strategies
30. The seller produces two or more products/services that have different features - style - quality - and size -consumers have different tastes that vary over time
Behavior Segmentation
Ingredient Branding
Product-Variety Market
Psychological Pricing
31. Is the process of evaluating each segment's attractiveness and selecting one or more of the market segments - develop measures of segment attractiveness - select target segments
Market Targeting
Marketing Objectives- Internal Factors
Behavior Segmentation
Cobranding
32. Is the process of developing competitive positioning for the product and an appropriate marketing mix - Develop positioning for target segments - Develop a marketing mix for each segment
Promotional Pricing
Individual Brands
Market Positioning
AIDA
33. Price-quality relationship -reference prices -rounding -length of the field
Psychological Pricing
Positioning Strategies
New Product Development
Individual Brands
34. Pricing decisions -market & demand -consumer perceptions of price & value -analyzing the price- demand relationship -price elasticity of demand -factors affecting price sensitivity
Product Life Cycle
Marketing Objectives- External Factors
Psychographic Segmentation
The Communication Process
35. Use ingredient manufactors brands on menu -ex- Jack Daniels Sauce
Product-Variety Market
Informative - Persuasive - Reminder Message
Ingredient Branding
Marketing Objectives- External Factors
36. Core product-lodging -facilitating product-front office - kitchen - parking -supporting product-reservations - frequency club -augmented product-custmer participation - interactions - physical environment - accessibility
Marketing Objectives- Internal Factors
Marketing Objectives- External Factors
Ingredient Branding
Four Product Levels
37. Cost-based pricing -value-based pricing -competition-based pricing -break-even analysis & target market profit pricing
Umbrella Brands & Subbranding
Brand Bundling
Mass Market
General Pricing Approaches
38. Temporary pricing of products below list price and sometimes below cost - value pricing - price sensitivity measurements
Promotional Pricing
Informative - Persuasive - Reminder Message
General Pricing Approaches
Demographic Segmenation
39. New-product pricing -existing-product pricing -psychlogical pricing -promotional pricing
Pricing Strategies
Mass Market
Individual Brands
Geographic Segmentation
40. Operates two noncompetitive brand in the same premises -Dunkin Donuts & Baskin Robbins
Marketing Objectives- External Factors
Media Type's Decisions
Pricing Strategies
Cobranding