Researching the needs and wants of customers would help managers determine which of the following components of a hospitality marketing mix
What is product-service mix
100
Dividing the market into groups of customers with similar needs, wants, backgrounds, incomes, and buying habits is called:
What is market segmentation
100
What incentive program serves to build team spirit and reduce staff turnover
What is sales
100
By asking current clients to identify others who might be interested in the hotel's products and services.
What is referral prospecting
100
Selling employees on the property and their importance to its success is called
What is internal marketing
200
The combination of two or more corporations to form a new corporation to reduce the number of companies owning a business in a given market,
What is consolidation
200
Implementing marketing action plans at a large firm is the responsibility of:
What are department managers
200
This form used by salespeople to document information from sales calls
What is call report
200
Which of the following would salespeople typically use to gain a thorough knowledge of their own properties
What is their property's fact book
200
Having employees spend a night as "guests" in the property is an effective way of
What is increasing the product knowledge
300
An unused guestroom, an empty restaurant seat, or an unfilled tee-off time represents business lost forever." This statement illustrates which of the following characteristics of hospitality products and services
What is perishability
300
Market share and fair share calculations provide important marketing information as part of:
What is a competition analysis.
300
Effective salespeople should be able to study their property's strengths and weaknesses and use their findings to benefit potential clients is what characteristic
What is the ability to analyze
300
____________ is a nonthreatening area over 12 feet (3.7 meters) away from potential clients. It's the best type of space to use when selling to a group.
What is Public space
300
Upgrading techniques would likely be most effective for a salesperson who was attempting to sell middle-rate rooms to guests who might otherwise choose a lower rate?
What is rate-category-alternatives method
400
In a large hotel, which of the following positions is primarily focused on carrying out marketing strategies and directing the sales staff
What is the director of sales
400
This budgetary type ensures that the marketing efforts will be funded at the level required to accomplish the marketing objectives and implement the action plans
What is Zero-based budgeting
400
This type of sales meetings would it be most appropriate to review and finalize details of upcoming group events?
What is a weekly function meetings
400
A question or statement that asks for the sale is called a __________ close.
What is major close
400
Secretaries' clubs, contest, special events and frequent traveler programs are examples of:
What is in-house promotions
500
The combination of the four "Ps" of marketing is called
What is the marketing mix
500
This formula is determined by dividing the number of property rooms nights by the total market room nights sold?
What is the market share formula
500
A hotel's "yield" is based on a simple percentage that compares the hotel's actual sales to its________________sales
What is its potential sales
500
When two or more parties coming together to reach an agreement for their mutual benefit
What is negotiating
500
A food server recommending a special house dessert to guests who have finished their meals is an example of