1、-本頁為預覽頁PAGE15-本頁為預覽頁-本頁為預覽頁22春學期（高起本1709-1803、全層次1809-2103）飯店業市場學（一）（二）（EI雙語）在線作業-00003第1題. 在營銷計劃中,關鍵目標應當是:選項A：沒有討論定價哲學，因為可能的反壟斷違反選項B：詳細說明如何實現與計劃相關的策略或操作步驟選項C：當目標與數量相關時，用美元數額或百分比來量化選項D：描述了房地產在市場中相對于其競爭對手的地位參考答案：C第2題. 在高級工作人員委員會會議上進行了熱烈的預算討論之后,酒店公司的營銷主管概述了支持采用零基預算編制程序的論點。列表中將包括以下哪些語句選項A：零增長，零減少 - 我們應

2、該繼續根據我們在過去兩年舉行的預算會議批準的數額，向所有部門分配資源選項B：沒有什么是神圣的 - 我們都必須為每一個計劃的開支辯護選項C：我們去年使用的預算公式為幫助我們應對市場變化提供了堅實的基礎選項D：計算每個部門的預算需求的最有效的程序是每年將預算增加到上一年的通貨膨脹率參考答案：B第3題. The increased sophistication of _ has enabled hospitality marketers to profile customer behavior, analyze meeting patterns, prioritize accounts, and g

3、enerate leads.選項A：marketing information systems選項B：reservations systems選項C：computer memory systems選項D：travel purchasing systems參考答案：A第4題. 在客戶服務方面,接觸點是選項A：任何情況下，客戶向酒店工作人員發出投訴選項B：客戶與企業或其代表聯系的任何點選項C：一個有投訴的客戶直接向上級管理層表達他或她的不滿的情況，而不是當值的適用工作人員選項D：以上都不是參考答案：B第5題. 貿易出版物是一種重要的公共關系工具,因為它們選項A：被那些對你的特定行業感興趣的人廣泛閱

4、讀選項B：是您的新聞發布的自然和有效的渠道選項C：提供廣告空間的協同效益選項D：上述所有的參考答案：D第6題. 20世紀80年代的什么事件促使航空公司將其預訂系統視為單獨的業務,并將其分拆成新公司?選項A：全球航空承運人數量急劇下降選項B：補充航空公司的出現和隨后的成功選項C：增加對美國低流量社區服務的航空公司的補貼選項D：美國政府放松管制航空公司參考答案：D第7題. Marketing, research, and operations form a dependent, mutually beneficial support system with _ as a base, _ as th

5、e means of communication, and _ as fulfillment.選項A：research / operations / marketing選項B：operations / research / marketing選項C：research / marketing / operations選項D：marketing / operations / research參考答案：C第8題. Timely fulfillmentone of the keys to successful direct mailrefers to:選項A：producing in a timely

6、 way the direct mail pieces you will use in your campaign選項B：quickly repaying those funds in the marketing budget that you used to create and mail your direct mail piece選項C：delivering in a timely way what you promised prospects in your direct mail offer選項D：knowing when to mail out your direct mail p

7、iece參考答案：C第9題. Of the marketing research techniques cited in the text, the most time-consuming is:選項A：surveys選項B：questionnaires選項C：focus groups.選項D：data analysis參考答案：C第10題. An effective, cost-efficient way to select an advertising agency is to:選項A：negotiate and implement bartering arrangements with

8、the agency選項B：demand that the agency periodically provide free media space and air time選項C：place your ad business out for proposal.選項D：negotiate a no-cancellation by either party contract with the agency參考答案：C第11題. 在特定飯店地點和個別飯店品牌尋求全方位服務住宿的商務旅客通常是:選項A：每日旅行者選項B：中層管理者選項C：旅行帶有相對不受限制的費用帳戶選項D：a和b參考答案：C第12

9、題. If, during a direct-contact public relations opportunity, you are asked a question by the press that you do not have an answer for, the best response is to:選項A：answer with your best guess, but make the answer general enough to not invite argument選項B：tell the asker that his or her question is not

10、within the scope of the presentation選項C：say you do not have the information with you, but you will provide it before the end of the day選項D：none of the above參考答案：C第13題. 在20世紀50年代和60年代,_推動的力量在酒店業產生了新的想法,導致市場和產品細分的增加。選項A：外部選項B：社交上選項C：內部選項D：立法參考答案：C第14題. 主要支出類別和營銷組合的一頁摘要文件的名稱是:選項A：目標概要選項B：營銷日歷選項C：預算概述選項

11、D：營銷預算列表參考答案：C第15題. The first step in the point-of-encounter customer service process is:選項A：reallocation選項B：plan of action選項C：recognition選項D：identification參考答案：D第16題. 簡單來說,酒店業的收入最大化包括:選項A：盡可能經常預訂最多的客房數選項B：收入總量管理選項C：將市場組合與定價結合，以產生最高的收益選項D：以上都不是參考答案：B第17題. 選擇廣告代理機構的一種有效,具有成本效益的方法是選項A：與機構談判和實施易貨安排選項B：

12、要求該機構定期提供免費媒體空間和播出時間選項C：將您的廣告業務出來進行投標選項D：通過與代理機構的任一方合同談判不取消參考答案：C第18題. Is it necessary for public relations practitioners to be attentive to the format and grammatical accuracy of press releases?選項A：No, because the editorial staff of the publication will rewrite the material to their standards and t

13、heir proofreaders will catch any misspellings or inaccuracies選項B：Yes, because it gives them the opportunity to hone their writing and communication skills選項C：Yes, because in light of deadline demands, the less work the publication has to do on a given news release, the greater the likelihood that it

14、 will be picked up and run選項D：No, because with the deluge of news releases a given publication receives daily, the likelihood of one out of hundreds being picked up is remote參考答案：C第19題. _包含對可能具有不利競爭效果的公司兼并和收購的基本禁令。選項A：聯邦貿易委員會法選項B：羅賓遜 - 帕特曼法選項C：謝爾曼反壟斷法選項D：克萊頓反壟斷法參考答案：D第20題. The method the chapter des

15、cribes as “a broad concept that can help you prioritize where you want to spend your limited resources” is:選項A：the task method選項B：percent of sales method選項C：competitive method選項D：the zero-base method參考答案：D第21題. To determine which market segments your property should or should not pursue, consider:選項

16、A：how profitable the segment is選項B：how suitable your existing facilities are for that segment選項C：the segments trend for growth or decline.選項D：the profitable of the hotel參考答案：A,B,C第22題. Which of the following would be considered a major sector of the hospitality industry?選項A：lodging選項B：clubs選項C：recre

17、ation選項D：industry參考答案：A,B,C第23題. Competitive position is a function of:選項A：the price of the hotel.選項B：your hotels location, facilities, rates, and so forth選項C：a propertys ability to meet the needs of available market segments.選項D：the amount and quality of competition參考答案：B,C,D第24題. Rental car rate s

18、trategies are determined by variables such as:選項A：competition選項B：individual customer driving record選項C：days used選項D：price參考答案：A,C第25題. Electronic marketing via the Internet provides significant consumer value, which is being redefined as:選項A：speed選項B：lower price選項C：convenience選項D：customer參考答案：A,C第26

19、題. 被人們廣泛使用的營銷調研基本技術包括選項A：直接調查選項B：問卷調查選項C：趨勢調研選項D：焦點小組參考答案：A,B,D第27題. The purpose of market surveys is to:選項A：elicit consumer opinions選項B：uncover facts about the market選項C：gain insight on potential trends選項D：consumer words參考答案：A,B,C第28題. Which of the following is a key to telephone sales?選項A：Asking f

20、or objections選項B：Listening選項C：Thoroughly knowing your product or service選項D：speaking參考答案：B,C第29題. Which of the following marketing benefits can automated property management systems provide?選項A：accurate business forecasting, enabling timely rate adjustments選項B：improved guest service選項C：improved gues

21、troom inventory control選項D：reduce the price參考答案：A,B,C第30題. One of the most popular linear diagrams used by market researchers is the decision tree, which is used to show pathways to targets and:選項A：assess alternative strategies選項B：develop networks and alliances選項C：aid in the decision-making process選

22、項D：assess alliances參考答案：A,B,C第31題. 指定市場區域是A.C.尼爾森公訴首先使用的,區域按照電視網的集群優勢來劃分,在媒體計劃和電視觀眾研究方面,是游泳的營銷工具。選項A：對選項B：錯參考答案：A第32題. 系列型廣告主要通過創意性的重復和相似的人物和文案主題按計劃分步驟地向受眾傳達灌高信息。選項A：對選項B：錯參考答案：A第33題. promote only what you intend to deliver is a key to successful promotions.()選項A：對選項B：錯參考答案：A第34題. 市場營銷的計劃工作首先要明確所要營銷

23、的產品,并且認清實現目標業務量所需要的“核心”營銷開支項目。選項A：對選項B：錯參考答案：A第35題. 人口統計細分法是按照地區、州、行政區和郵政編碼區域開隊市場進行劃分。選項A：對選項B：錯參考答案：B第36題. Individual business travelers attending a meeting, conference, or convention generally select their own accommodations and negotiate their own room rates.()選項A：對選項B：錯參考答案：B第37題. 首要影響區域對旅游服務業市場營銷的媒體計劃有著很好的應用,其不可以用郵政編碼進行地區劃分。選項A：對選項B：錯參考答案：B第38題. 市場營銷的焦點不包括融資渠道。選項A：對選項B：錯參考答案：B第39題. The sectional center of a zip code is the first two digits.()選項A：對選項B：錯參考答案：B第40題. 正確認知、確定問題和行動計劃有時候還不足以在賓