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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. Undifferentiated marketing- bifuricated marketing -differentiated marketing- concentrated marketing
Selecting market segments
Psychological Pricing
Market Segmentation
Demographic Segmenation
2. Brand individual menu items by restaurant -ex-McDonalds- BigMac - Sea World- Shamu
The Communication Process
Multiple Branding
Requirements for effective segmentation
Umbrella Brands & Subbranding
3. 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
New-Product Pricing
Umbrella Brands & Subbranding
The Communication Process
Target Market
4. Calls for diving the market into different geographic units - such as nations - states - regions - counties - cities - or neighborhoods
Geographic Segmentation
Selecting market segments
Pricing Strategies
Psychographic Segmentation
5. 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
Marketing Objectives- External Factors
Existing-Product Pricing
Psychological Pricing
Market Segmentation
6. Set objectives based on information about the target market - positioning - and marketing mix -classification by AIMS (informative - persuasive - reminder)
Multiple Branding
New Product Development
General Pricing Approaches
Objective Setting
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
Cobranding
Brand Bundling
Mass Market
Demographic Segmenation
8. Temporary pricing of products below list price and sometimes below cost - value pricing - price sensitivity measurements
Family Brands & Line Extensions
Promotional Pricing
Media Type's Decisions
Marketing Objectives- External Factors
9. Price-quality relationship -reference prices -rounding -length of the field
Media Type's Decisions
Individual Brands
Psychological Pricing
Market Targeting
10. 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
Brand Bundling
Requirements for effective segmentation
Market Targeting
Product Life Cycle
11. Message Decisions -Execution Styles -Message (headline - humor - spokesperson - etc.)
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12. Maintain completely unique identities for a company's brands -ex- Yum Brands: Taco Bell - Piza Hut - etc.
Individual Brands
Market Segmentation
Promotional Pricing
Mass Market
13. Awareness -interest -desire -action
AIDA
Behavior Segmentation
Marketing Objectives- Internal Factors
Demographic Segmenation
14. 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
Multiple Branding
Requirements for effective segmentation
Existing-Product Pricing
AIDA
15. Use ingredient manufactors brands on menu -ex- Jack Daniels Sauce
Requirements for effective segmentation
Ingredient Branding
Target Market
Product Life Cycle
16. Problem awareness -information search -alternative evaluation -purchase decision -postpurchase evaluation
Product-Variety Market
Informative - Persuasive - Reminder Message
Requirements for effective segmentation
Objective Setting
17. 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
Marketing Objectives- Internal Factors
Demographic Segmenation
Behavior Segmentation
Pricing Strategies
18. Survival -current profit maximization -market-share leadership -brand equity growth -product-quality leadership -marketing mix strategy -costs -organizational considerations
Marketing Objectives- Internal Factors
Multiple Branding
Demographic Segmenation
Target Market
19. Advertising -sales promotion -personal selling -public relations -direct marketing
Marketing Objectives- External Factors
Price
Promotional Mix 5 tools
Psychographic Segmentation
20. Locate several brands in a freestanding unit -ex- PF Changs & Cheesecake
Family Brands & Line Extensions
Geographic Segmentation
Media Type's Decisions
Brand Bundling
21. Operates a hotel property under two or more brand names -same company divides 500 rooms into 300 and 200 different levels and prices
Positioning Strategies
Marketing Objectives- Internal Factors
Multiple Branding
Target Market
22. Operates two noncompetitive brand in the same premises -Dunkin Donuts & Baskin Robbins
Individual Brands
Media Type's Decisions
Price
Cobranding
23. Measurable-segments can be measured -accessible-segments can be reached and served -substantial-segments are profitable to serve -actionable-effective programs can attract segments
Informative - Persuasive - Reminder Message
Requirements for effective segmentation
Pricing Strategies
AIDA
24. Cost-based pricing -value-based pricing -competition-based pricing -break-even analysis & target market profit pricing
General Pricing Approaches
USP- Unique Selling Proposition
Market Targeting
Promotional Mix 5 tools
25. Value -uniqueness -believable -benefits
USP- Unique Selling Proposition
Product Life Cycle
Promotional Mix 5 tools
Promotional Mix Factors
26. Divides buyers into groups based on social class - lifestyle - and personality characteristics
Demographic Segmenation
Psychographic Segmentation
Product-Variety Market
Objective Setting
27. Introduction - growth - maturity - decline or -concept development - expansion - maturity - concept development/replacement - expansion - maturity time
New-Product Pricing
New Product Development
Demographic Segmenation
Product Life Cycle
28. Design the message -select communication channels -select the message source -measure communication results
Price
The Communication Process
Promotional Mix 5 tools
Individual Brands
29. Core product-lodging -facilitating product-front office - kitchen - parking -supporting product-reservations - frequency club -augmented product-custmer participation - interactions - physical environment - accessibility
Four Product Levels
Demographic Segmenation
Price
Individual Brands
30. Specific product attributes (price - product - feature) -needs products fill or benefits product offer -certain classes of users -against an existing competitors -repositioning
Marketing Objectives- Internal Factors
Market Segmentation
Positioning Strategies
Cobranding
31. 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
Brand Bundling
Price
New Product Development
Informative - Persuasive - Reminder Message
32. Idea generation - idea screening - concept development and testing - marketing strategy development - business analysis - product development - market testing - & commercialization
Market Targeting
General Pricing Approaches
New Product Development
Target Market
33. 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
Media Type's Decisions
Behavior Segmentation
Market Positioning
The Communication Process
34. Prestige pricing -market-skimming pricing (high price for new product) -market penetration pricing (low price for new prodcut)
New-Product Pricing
Selecting market segments
Marketing Objectives- External Factors
Promotional Mix Factors
35. Type of product and market -push vs. pull strategy -buyer readiness state -product life-cycle stage
Promotional Mix Factors
Pricing Strategies
Positioning Strategies
Marketing Objectives- Internal Factors
36. Divides buyers into groups based on their knowledge - attitude - use - or response to a product
USP- Unique Selling Proposition
AIDA
Target Market
Behavior Segmentation
37. New-product pricing -existing-product pricing -psychlogical pricing -promotional pricing
Market Segmentation
Demographic Segmenation
Existing-Product Pricing
Pricing Strategies
38. The seller produces two or more products/services that have different features - style - quality - and size -consumers have different tastes that vary over time
Market Positioning
Cobranding
Product-Variety Market
Product Life Cycle
39. Put the 'family name' on different brands -ex-coke - cherry - coke
Demographic Segmenation
Family Brands & Line Extensions
Ingredient Branding
Market Targeting
40. Pricing decisions -market & demand -consumer perceptions of price & value -analyzing the price- demand relationship -price elasticity of demand -factors affecting price sensitivity
Promotional Mix 5 tools
Product-Variety Market
Demographic Segmenation
Marketing Objectives- External Factors