HMGT 3300 Exam 1

Service marketing requires bother internal marketing and _________ marketing.
interactive
A system of values and beliefs in an organization that reinforce the idea that providing the customer with quality service is the principal concern of the business is called __________.
Service Culture
Mission statements should be realistic and general in nature.
False
The simplest definition of marketing is delivering customers satisfaction at a profit.
False
Hospitality companies face the task of increasing three major marketing areas:
Service differentiation, service quality, and service productivity
The three services of marketing are: internal, external, and interactive.
True
Hotel developers generally have lower barriers to entry than restaurant developers.
False
Studies have shown that a well-crafted mission statement aid’s a firms performance, as the mission statement serves as a statement of:
Purpose
Among the four contact methods- mail, telephone, personal, and online- which is the best in terms of control of sample?
Telephone
In a well-run hospitality organization, there are two customers-the paying customers and the __________.
Employees
DataStar, LEXIS-NEXIS, Dow Jones News Retrieval, UMI ProQuest, and Dun & Bradstreet’s online Access are examples of:
Online database and information search services
The fact that services cannot be seen, tasted, felt, or smelled relates to which service characteristic?
Intangibility
Market penetration refers to the strategy of creating new products to sell to the small niche market.
False
The two main industries that comprise the activities we call tourism are:
The hospitality and travel industries
Market definitions of a business are ____________ to product definitions.
Superior
During recessions or oil shortages, people rarely travel.
False
Most large companies consist of four organizational levels: corporate, division, business unit, and:
Product
The ___________ environment includes institutions that affect society’s basic values, perceptions, preferences, and behaviors.
Cultural
Which of the following is NOT a general trend in the United States?
College graduation rates staying roughly the same
A marketing research project where the objective is to test hypotheses about cause-and-effect relationships is called:
Casual research
Gen Xers look for something different, which means they spend _________.
More than boomers
Today’s baby boomers account for nearly _____ percent of the population.
25
Marketing by a service firm to effectively train and motivate its customer-contact employees and all the supporting service people to work as a team to provide customer satisfaction is called ___________ marketing.
Internal
Marketing services agencies include banks and credit companies that help hospitality companies finance their transactions.
False
When backed by buying power, wants become:
Demands
The example of the Las Vegas Hilton’s change in strategic focus underscores how companies are increasingly refocusing their attention on the need to manage ___________ instead of departments.
Processes
The principal objective of a market-oriented mission statement is to:
Satisfy basic customer needs
Which of the following is one of the four Ps of the marketing mix?
Place
It is better to give the customer a time ____________ the anticipated wait time.
More than
_______________ are highly loyal but not very profitable.
Barnacles
The competitive environment in the hospitality industry is _________________.
Unpredictable
Telephone interviewing runs little risk of interviewer bias since the respondent cannot actually see the interviewer.
False
Existing laws concerning marketing abuses are often difficult to enforce.
True
If a hotel chain buys one of its supplies, it is engaging what type of growth?
Backward inegration
Companies that diversify too broadly into unfamiliar products or industries can ________ their market focus.
Lose
A business portfolio is the collection of businesses and products that make up the company.
True
Which of the following is not part of the service profit chain?
External service quality
Qualitative research is useful to gain insight into definitions and concepts.
True
A company’s ______________ is the set of benefits or values it promises to deliver to consumers to satisfy their needs.
Value proposition
Which of the following is not any example of a marketing intermediary?
Next-day delivery providers