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