HFT2500 MidTerm

Online _____________ is perhaps the number-one e-commerce concern.
Privacy
The information collected for the specific purpose at hand is called:
Primary Data
Companies that diversify too broadly into unfamiliar products or industries can ______ their market focus.
Lose
Which of the following is not an example of a marketing intermediary?
Next-day delivery providers
Developing a good ______________ policy minimizes the chance of walking a guest.
Overbooking
A company may discover additional sources of ________________ by investigating possible integration moves.
Sales volume
The two main industries that comprise what we call tourism are the hospitality and restaurant industries.
False
Which of the following statements is true?

-Nearly every socioeconomic group has adopted the Web.
-The Web is still primarily for the wealthy.
-The Web is still primarily for the educated.
-The Web is still primarily C2C

Nearly every socioeconomic group has adopted the Web.
Viral marketing can be very expensive and is ineffective.
False
Viral marketing uses banners on web pages to advertise.
False
Which of the following do not contribute to a company’s product differentiation efforts?
Profitability
Disneyland’s version of the ride reservation is called:
FastPass
Online security is perhaps the number-one e-commerce concern.
True
Marketing mix elements include all of the following EXCEPT:
Place of business operation
When purchasing hospitality and travel products, customers often use __________ as an indication of quality.
Price
There is no current evidence to suggest that long-term customers are more profitable than new customers.
False
The most dramatic force shaping our destiny is:
Technological
Which of the following is one of the four Ps of the marketing mix?

-Profits
-People
-Place
-Propaganda

Place
One of the biggest nonmonetary costs for hospitality customers is ___________.
Time
Using an undifferentiated marketing strategy, a company ignores market segmentation differences and goes after the entire market with one market offer.
False
______________________ developed a two-factor theory that distinguishes dissatisfiers (factors that cause dissatisfaction) from satisfiers (factors that cause satisfaction).
Frederick Herzberg
People are more likely to notice stimuli that they did not anticipate than those they did anticipate.
False
Experimental research is best suited for gathering causal information.
True
The production concept holds that consumers will favor products that are __________ and highly ____________, and therefore management should focus on production and distribution efficiency.
Available, affordable
A well worked-out ________ provides company employees with a shared sense of purpose, direction, and opportunity.
Mission statement
A “typical” male or female does not exist.
True
The degree to which segments can be assessed and served is the ____________ of the market segment.
Accessibility
Making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships is known as:
Direct Marketing
The first stage of the environmental scanning process is:
Determining the areas that need to be monitored
In using a(n) ________ marketing strategy, a company ignores market segmentation and goes after the entire market with one market offer.
Undifferentiated
Underpositioning is defined as:
Failing to ever position the company at all
At the core or first level of competition, Hyatt Hotels would consider as their competition:
Marriott, Intercontinental, and Westin
Closed-ended questions include all possible answers from which the subjects must choose.
True
A ________ is a state of felt deprivation.
Need
In which of the following countries are men likely to kiss each other in greeting, and never kiss a woman in public?
Saudi Arabia
Which of the following is not a type of objective for a marketing research project?

-Descriptive research
-Data research
-Causal research
-Exploratory research

Data research
_______________ is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.
Demography
At the Ritz-Carlton, each employee can spend up to __________to redress a guest grievance.
$2000
“Quality” could be defined as the features and characteristics of a product that bear on its ability to satisfy customer needs.
True
The hotel industry characteristically has a _______________ barrier to exit.
High
“We are Ladies and Gentlemen serving Ladies and Gentlemen” is a motto for:
Ritz-Carlton
Social scientists have identified _________ American social classes.
Seven
The number of channel levels from raw materials to final product and the distribution in which the company will engage is an example of ________ scope.
Vertical
The hotel industry in general has a _______________ barrier to entry.
Moderately high
Selecting one or more market segments to enter is part of:
Market Targeting
The ________ consists of the forces close to the company that affect its ability to serve its customers.
Microenvironment
Among the four contact methods-mail, telephone, personal, and online-which is the poorest in terms of controlling the interviewer effect?
Personal
Which of the following is not a part of the psychographic variable?
Loyalty
_________________ is the marketing logic by which the company hopes to create customer value and achieve profitable relationships.
Marketing strategy
The second-largest advertising media is:
Internet
The sequence of integrated direct marketing technique is:
Paid ad with a response channel > Direct mail mechanism > Outbound telemarketing > Face-to-face sales calls
The hospitality industry is the second largest employer in the United States.
True
The technique used to measure lifestyles is called:
Psychographics
Evaluating each market segment’s attractiveness and selecting one or more of the market segments to enter is called:
Market targeting
The perishability of a service is especially a problem when demand fluctuates.
True
Service marketing requires both internal marketing and ______________ marketing.
Interactive
Gen Xers look for something different, which means they spend ____________.
More than boomers
If you are in a hurry to collect survey data, the worst method to use is:
Mail surveying
The degree to which effective programs can be designed for attracting and serving segments is the ____________ of the market segment.
Actionability
The first stage of the buyer decision process is:
Need recognition
The competitive environment in the hospitality industry is __________________.
unpredictable
A product’s ________ is the way the product is defined by consumers on important attributes.
Position
Online marketing is not a growth area of direct marketing.
False
Data that consists of information already in existence somewhere, having been collected for another purpose, is called:
Secondary data
Today’s baby boomers spend about $______ trillion annually.
2
____________ is the act of obtaining a desired object from someone by offering something in return.
Exchange
Most human behavior is learned.
True
Within the realm of Customer Relationship Management (CRM) switching costs are only monetary in nature.
False
It is wise to assess the customer’s __________ value and take appropriate actions to ensure a customer’s long-term support.
Long-term
One of the outcomes of currency devaluations in a destination country such as Argentina is that the country ____________ as a destination of conventions and meetings.
Starts gaining
A sample is a segment of the population selected to represent the population as a whole.
True
Loyal customers are price _____________ compared to brand-shifting patrons.
Insensitive
So long as a company sets high standards for service quality, it is not necessary to evaluate its actual performance.
False
Almost all major purchases result in discomfort caused by postpurchase conflict (cognitive dissonance).
True
The number of women in the American workforce is approaching 30 percent.
False
Price is ____________ related to demand for most products.
Inversely
The type of research used to gather preliminary information to help generate a research hypothesis is called:
Exploratory research
Which of the following is a reason that direct marketing has grown?
Precision targeting
Among the four contact methods-mail, telephone, personal, and online-which is the poorest in terms of costs?
Personal
Which of the following can be cited as an example of microenvironment as well as macroenvironment?
Competitors