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南开大学23春学期(高起本
1609、1703)《饭店业市场学
(一)
(二)(EI双语)》在线作业以下哪项代表了购买服务公司的主要营销工具?选项A公司开放选项B年度报告选项C产品手册选项D图像小册子参考答案BThefourareasofinformationrequiredtocompleteamarketingplanare选项A marketsegmentationmediaselectionsbudgetsandfactsaboutthecompetition选项B marketsegmentationzero-basebudgetingconceptsintermediaryfactsandoccupancydetails选项C marketsegmentationfactsaboutcompetitorsexternalfactsandinternalfacts选项D marketsegmentationexternalfactsinternalfactsandmarketstrategies参考答案cWhichofthefollowingrateinformationwouldbeappropriatetoincludeinasalesadministrativeassistantstelephoneansweringinstructions选项A averybroadrangeofratestoquote选项B twoorthreeratestoquote选项C instructionstoadvisecallersthatratesarenegotiable选项D aorc参考答案D.游客旅行的目的一般包括选项A个人选项B家庭原因选项C走亲访友选项D休闲选项E博彩选项F目的地选项G景点参考答案ABCD.正确认知、确定问题和行动计划有时候还不足以在宾客接触点做出必要的变化选项A对选项B错参考答案A.Peopleindirect-contactsituationswiththemediaoftengetintotroubleforwhattheydo.选项A对选项B错参考答案B.Itisill-advisedstrategytoformamarketingbudgetbasedonlastyearsexpenses.选项A对选项B错参考答案A.营销调研的目的在于提供有关的事实情报,以帮助企业对其产品、价格和营销战略做出恰当判断选项A对选项B错参考答案A.员工和消费者的接触点是赢得或者失去消费者的机会选项A对选项B错参考答案A.酒店行业的主要部门包括住宿、娱乐、餐饮,但是不包括博彩选项A对选项B错参考答案B.促销可以分为开放式和封闭式两类在开放式促销中,商家刺激消费的活动需要消费者做一些额外的事情选项A对选项B错参考答案B.promoteonlywhatyouintendtodeliverisakeytosuccessfulpromotions.选项A对选项B错参考答案A.在使用宝贵的营销经费之前,一项很重要的工作便是要考虑是否有可能利用实现销售一间客房所付出的营销开支,去争取更多的客房销售也就是说所采取的营销举措能否吸引所谓的“家庭重聚”之类需要更多客房的销售选项A对选项B错参考答案A.Useofashopperserviceisaneffectivewaytodealsatisfactorilywithcustomercomplaints.选项A对选项B错参考答案B.Socialandpoliticaleventshavelittleeffectonthebuyingbehaviorofconsumersinthehospitalitymarket.选项A对选项B错参考答案B.产品或服务推销型广告可采用多种形式,可以用直接的表现手法将产品或服务展示出来,并直白地支出好处选项A对选项B错参考答案A.同直接调查和问卷调查相比,开展焦点小组座谈比较费时,营销者要花很多时间去组织和跟踪选项A对选项B错参考答案A.开展促销活动的关键在于做好成本规划并明确预期回报选项A对选项B错参考答案A.Thesectionalcenterofazipcodeisthefirsttwodigits.选项A对选项B错参考答案B.不是所有企业在有限的资源压力下都可以负担全面营销调研解决方案之一是使用被称为第三方调研数据的营销情报工具选项A对选项B错参考答案A.焦点小组座谈这一调研技术可以更深入地提供有关消费者态度和行为等方面的定性调研成果选项A对选项B错参考答案A.地理细分法是按照消费者的共同特点来划分的,比如性别、年龄、婚姻状况、区域邮政编码等选项A对选项B错参考答案B.行业广告的受众是介于你记得产品或服务的终端使用者之间的中间商选项A对选项B错参考答案A.焦点小组是一种通过小组讨论的形式,围绕系统的预设问题去征求个人观点的营销调研技术选项A对选项B错参考答案AAhotelinposition78or9ofthecompetitive##marketpositioninggridis选项A averageinquality选项B amongthebestintown选项C lowinqualitycomparedtothecompetition选项D neitherthebestnortheworstintown参考答案c让消费者对您的运营产生积极反应的一种方法是选项A发送新鲜的信号选项B确保您的产品或服务可以通过整洁干净的测试选项C向客户表示同情选项D上述所有的参考答案DFailuretorecognizethebenefitsofgoodcustomerservicecanresultin选项A inappropriatehiringandplacementofstaff选项B increasedcustomerdissatisfaction选项C lossofmarketshare选项D alloftheabove参考答案cThefirststepinpreparingandpresentingcollateralmaterialis选项A determiningcompatibilitywiththeentiremarketingprogram选项B ensuringconsistency选项C includingpracticaldetail.选项D identifyingtheprimarypurposeofthematerial.参考答案DWhichofthefollowingbestdescribesthecorporatestrategyintroducedbyKemmonsWilsoninthe1950s选项A computerizedhotelreservations选项B themotelahighwayorroadsideproductaimedatthefamilymarket选项C direct-linetelephonesinallguestrooms选项D suitesandpenthousesasanalternativetoregularguestroomsforthosedemandingup-scaleaccommodations参考答案BIntermediariesareimportanttotravelmarketingeffortsbecausethey选项A assistandinfluenceendusersintheirselectionsoftravelandhospitalityoptions选项B aretheultimateendusersandthefocusoftravelmarketingefforts选项C serveastheonlygatewayfortravelerstomakereservationsbuyticketsandsecureovernightaccommodations选项D serveonlythebusinesssegmentofthetravelmarketandthereforerepresentahugeportionoftravelrevenue参考答案AThesectionalcenterofazipcodeis选项A thelastthreedigits.选项B thelasttwodigits选项C thefirstthreedigits选项D thefirsttwodigits参考答案COfthefollowingstatementsaboutpressreleaseswhichistrue选项A Allpressreleasesshouldbeinform.选项B Sothatthemaximumamountofmaterialaboutyoursubjectcanbeincludedthe“body”ofthereleasemustbesingle-spaced选项C Photographsshouldneveraccompanyapressrelease选项D Theheadlineshouldappearincapitallettersatthebottomofthefirstpage参考答案A如果你的百分比达到75和频率为10你的总评分点(GRP)将是选项A750选项B7500选项C75选项D
7.5参考答案AAproductclassifiedasastarbytheBCGGrowth-ShareMatrixisaproductthat选项A hasonlyasmallshareofafast-growingmarket选项B enjoysahighshareofafast-growingmarket选项C hasonlyasmallshareofaslow-growingordecliningmarket选项D enjoysahighshareofaslow-growingmarket参考答案B由于对早期成功企业家的产品和服务的需求超过了扩大的资源,建立了一个名为的公司战略以满足市场需求选项A金字塔选项B品牌选项C特许租赁选项D特许经营参考答案D公共关系从业者是否有必要关注新闻稿的格式和语法准确性选项A没必要,因为出版物的编辑人员会根据他们的标准重写材料,他们的校对将会捕捉到任何拼写错误或不准确选项B有必要,因为它让他们有机会磨练他们的写作和沟通能力选项C有必要,因为根据期限要求,出版物在给定新闻稿上所做的工作越少,它被拾起和运行的可能性就越大选项D没必要,因为每天都有一个给定出版物收到的新闻稿,几百个人中有一个的可能性是遥远的参考答案CBeforeyoucanmanageyieldorsetpricesyouneedto选项A ensurethatyieldwillexceedrevenue选项B seton-premiseincrementalspendingpatternsfordifferentmarketsegments选项C definepricingstrategiesthatwilldeterminetheannualrate-resistancelevel选项D determinethetargetedmarketmixthatprovidesmaximumrevenueandprofitpotential参考答案DInthecontextofcustomerserviceapointofencounteris选项A anysituationinwhichacustomervoicesacomplainttoahospitalitystaffmember选项B anypointatwhichthecustomercomesintocontactwithabusinessoritsrepresentatives选项C aninstanceinwhichacustomerwithacomplaintgoesdirectlytouppermanagementtovoicehisorherdispleasureratherthantotheapplicablestaffmemberonduty选项D noneoftheabove参考答案B营销,研究和业务构成一个依赖性互惠的支助系统,以基础作为通信手段作为履行选项A研究选项B运营选项C营销选项D操作选项E研究选项F营销选项G研究选项H营销选项I业务选项J营销选项K运营选项L研究参考答案C宾客服务流程的第一步是选项A重新分配选项B行动计划选项C正确认知选项D识别参考答案CWhenpreparingandpresentingcollateralmaterialswhatdoesfollowingthekeypointpracticaldetailaccomplish选项A Itensuresconsistencywiththeorganizationsothermarketingmessages选项B Itensuresthatthepurposeofthematerialisclear选项C Itdetermineswhetherthecollateralmaterialmeetsthemarketingpurposeitwasdesignedfor选项D Itavoids“themorethebetter“approachthatoverwhelmsguestswithinformation参考答案cInternalcommunicationisespeciallycriticaltosuccessinhotelsalesbecause选项A salesaffectsalldepartments选项B efficientdeliveryoftheproductorserviceisdependentonalldepartmentsknowingthecustomersneedsandwhatistobedeliveredwhenandwhere选项C informationexchangeresultsinbetterserviceandproductdeliverythroughoutthehotel.选项D informationandsale参考答案ABCWhichofthefollowingwouldberecognizedasabrandnamewithinthehospitalityindustry选项A Hertz选项B Hilton选项C McDonalds选项D HM参考答案ABCTradepublicationsareanimportantpublicrelationstoolbecausethey选项A advertorialspace选项B arewidelyreadbythosewithaninterestinyourspecificindustry选项C areanaturalandeffectiveoutletforyournewsreleases.选项D providesynergisticbenefitsofadvertorialspace参考答案BCDWhichofthefollowingisakeytopositiveconsumerreactiontoyouroperation选项A efficiency选项B uniqueness选项C reliability选项D believe参考答案ABCWhyisitimportanttouseacleanmailinglistAcleanlistimprovestheresponseratetoyourmailingAcleanlistimprovesyourreturnoninvestmentAcleanlisthasfewerduplicatedorerroneousaddressesAcleanlisthasmoreduplicatedorerroneousaddresses参考答案ABC针对旅游零售商的激励与反应要素有选项A客户满意选项B批量产品选项C低风险和较高的零售商反应选项D快速支付佣金参考答案:ABD在欧洲各国,旅游业一直受到人们的高度重视除了国家旅游组织的促销宣传之外,旅游企业用于推销旅游的手段还包括选项A:大众传媒选项B陈列销售选项C直销网点选项D产品组合参考答案:ABCWhenmakinge-mailorfaxoffersmarketersshould选项A sendtheofferstocurrentcustomersinaservice-orientedmanner选项B offercustomerstheoptionofnotreceivingthemessage选项C assesswhethere-mailandfaxmarketingwilldothebusinessmoreharmthangood选项D offercustomersmore参考答案ABCWhichofthefollowingisunlawfulundertheClaytonAntitrustAct选项A signingexclusivedealingandtyingagreementswithdealersandcustomers选项B mergingwithothercorporationsresultinginthemergedcorporationbeingtheonlysourceofsupply选项C anindividualservingatthesametimeasdirectorofcompetingcorporations选项D checkthefoundationinformation参考答案:ABC。