Role of Marketing
The process of understanding what motivates guests, identifying their needs, developing products that meet these needs, and communicating the organization’s message about these products is called
marketing
When a company uses data collected to find trends and answer questions to inform marketing practices, it is called
a. data analytics.
b. analytical investigating.
c. market research.
d. conversion marketing.
a. data analytics
Who is the group of people that a business wants to attract?
a. Leads
b. General public
c. Demographics
d. Target market
d. target market
What is generated when a guest buys a product?
Sales
Expenses
Earnings
Proceeds
1. sales
The sales department increases sales by
a. constantly altering sales goals.
b. building a strong client base.
c. establishing a set percentage increase.
d. only going after high profile sales targets.
b. building a strong client base.
Every brand has its own unique personality or
a. voice.
b. tone.
c. attitude.
d. ambiance.
a. voice
The document that serves as a blueprint describing planned marketing efforts and goals as well as expected outcomes is called a(n)
marketing plan
Which document describes the actual marketing that will be implemented to meet the company’s goals and objectives?
a. Action plan
b. Business plan
c. Marketing plan
d. Marketing strategy
a. action plan
The process of identifying people or groups that are likely to use your business or services is called
prospecting
People that have the potential to become prospects are called
a. leads.
b. potentials.
c. customers.
d. targets.
a. leads.
ABC Company develops scented candles that can be used if a person is under stress, unhappy, ill, or unmotivated. The company’s voice is calm and peaceful, and its marketing activities focus on
a. understanding why guests purchase these products.
b. new guests, with little concern for existing customers.
c. getting guests to make just one purchase.
d. limited internal communications.
a. understanding why guests purchase these products.
The marketing manager at GMA Initiatives wants to determine his business’s strengths and weaknesses and to analyze external opportunities and threats that could impact the business. Which analysis should he conduct?
SWOT
When a market is divided into smaller groups based on different characteristics it is called
market segmentation
Which member of the sales department sets goals, formulates action plans, manages the sales team, and forecasts revenue and expenses for the department?
director of sales
Which type of sales includes both leisure and business guests?
a. Independent
b. Group
c. Class
d. Transient
d. Transient
Which marketing department manager position works with slogans, logos, and overall guest relationships with a product?
a. Brand
b. Marketing
c. Product
d. Promotion
a. brand
Where a product or brand stands in the mind of consumers in comparison to other businesses offering similar products and services is called
positioning
If you were asked to determine the age, gender, marital status, and occupation of your guests, you would be analyzing guest
demographics.
psychographics.
geographics.
behavioral.
1. demographics
A woman answers emails and telephone calls, runs sales reports, and tracks leads. She is the
sales coordinator
What is a company’s voice?
Every brand has its own unique voice or personality. A brand’s voice is apparent in all forms of marketing including the colors, images, words, and overall message used.
Which department is responsible for all internal and external messaging?
Communications
A restaurant owner wants to determine how effective the restaurant’s website is at encouraging guests to make a reservation. The owner learns that 320 people have visited the restaurant website and 89 have made a reservation based on the website visit. What is the conversion rate?
28%
As a member of a marketing team, you are asked to evaluate whether the cost of generating business will produce enough profit to justify your investment. This is known as the
return on investment
What is the difference in the responsibilities of the director of sales and the sales manager?
a. The sales manager sets goals and formulates than action plan, while the sales director focuses on prospecting and closing deals.
b. The director of sales sells the destination as a whole, while the sales manager handles office duties.
c. The director of sales sets goals and formulates than action plan, while the sales manager sells the destination as a whole.
d. The director of sales sets goals and formulates than action plan, while the sales manager focuses on prospecting and closing deals.
d. The director of sales sets goals and formulates than action plan, while the sales manager focuses on prospecting and closing deals.
ROI: Claire’s Coffee House spends $1,000 on an advertising campaign. An analysis shows that Claire’s Coffee House earned $5,000 of additional revenue because of the advertising campaign. What is the return on investment?
400%