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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.二十一世纪的营销生存将要求酒店公司纵向和横向地整合,以满足消费者对的期望选项A更大的价值和更低的利率选项B单源便利选项C快速,礼貌,一贯的服务选项D上述所有的参考答案B.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C.Individualbusinesstravelersattendingfunctionsplannedbyassociationsareusually选项A givenbroadcontrolovertheselectionofaccommodations选项B priceconscious选项C givenagenerousrangeofroomrateswithinwhichtheyarepermittedtoselect选项D givenfewrestrictionsonexpenseaccountitems参考答案B.Peopleindirect-contactsituationswiththemediaoftengetintotroubleforwhattheydo.选项A对选项B错参考答案B.Naturalbordersdefinetheboundariesofmetropolitanstatisticalareas.选项A对选项B错参考答案A.同直接调查的做法一样,问卷调查的开展也可有当面调查、电话调查、邮寄调查和网上调查等多种方式问卷调查往往是间断进行的,包括客人意见问卷和新顾客悔新购买者问卷选项A对选项B错参考答案B.Useofashopperserviceisaneffectivewaytodealsatisfactorilywithcustomercomplaints.选项A对选项B错参考答案B.现在的消费者更倾向与依靠内部专职人员或者是商业化的旅行中介去购买相关旅游产品选项A对选项B错参考答案A.Yoursalesimageismadeupofsuchthingsasyourdressspeechandmannerisms.选项A对选项B错参考答案A.Marketingeffortsshouldfocusontheneedsofthehospitalitycompany.选项A对选项B错参考答案B.营造声誉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B.在旅游服务业中,消费者调研有多种不同的形式就饭店和度假村而言,最为常见的一种便是所谓的现期顾客调研选项A对选项B错参考答案B.Desiredmenuofferingsofconsumersegmentsinthefoodservicemarketvarywiththeconsumerspurposeforeatingawayfromhome.选项A对选项B错参考答案A.市场营销的焦点不包括融资渠道选项A对选项B错参考答案B.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.在住宿业中,产品和服务调研通常被称为去也调研选项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.系列型广告的特点是直接表现广告平台的内容,以此具体说明消费者购买你的产品或服务的原因选项A对选项B错参考答案B.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ATheprohibitsdiscriminationinpricesorservicesprovidedtodifferentpurchasers.选项A ShermanAntitrustAct选项B ClaytonAntitrustAct选项C Robinson-PatmanAct选项D FederalTradeCommissionAct参考答案CServingasanimportantmarketingreferencetooltheapresentationcomponentprovidesavisualsummaryofhowandwhenmediaexpenditureswilloccur.选项A comments/notessection选项B programplansummarydocument选项C objectivesoverview选项D marketingcalendar参考答案DAneffectivecost-efficientwaytoselectanadvertisingagencyisto选项A negotiateandimplementbarteringarrangementswiththeagency选项B demandthattheagencyperiodicallyprovidefreemediaspaceandairtime选项C placeyouradbusinessoutforproposal.选项D negotiateano-cancellationbyeitherpartycontractwiththeagency参考答案CRangesofratesforhotelroomsshouldbe选项A narrow选项B:broad选项C basedonthehotelsretireemarket选项D limited参考答案B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CFailuretorecognizethebenefitsofgoodcustomerservicecanresultin选项A inappropriatehiringandplacementofstaff选项B increasedcustomerdissatisfaction选项C lossofmarketshare选项D alloftheabove参考答案C使用宾客服务是一种有效—的方式选项A建立分配优先级选项B识别问题和确定解决方案选项C满意地处理客户投诉选项D a和c参考答案BThefirststepinthepoint-of-encountercustomerserviceprocessis选项A reallocation选项B planofaction选项C recognition选项D identification参考答案D以财产雇员和他或她的爱好为特色的宣传称为选项A行政助理欣赏俱乐部选项B员工年度计划选项C员工月度计划选项D员工利益促进参考答案DWhichmarketingintelligencetoolmeasuresthedifferencebetweenmanagementysperceptionsofoverallperformanceandcustomersperceptions选项A CustomerperceptionsauditCPA选项B CustomersatisfactionindexCSI选项C Gapanalysis选项D OtherpeoplesdataOPD参考答案CAhospitalitybusinessswebsiteshouldbedesignedwith选项A asmanypostage-sizephotosaspossible选项B atleasteightphotosperscreen选项C atleastsixteenphotosperscreen选项D largephotosandothervisuals参考答案DAnobjectiveofrevenuemaximizationisto选项A sellallroomsatthecorporateratewhendemandishigh选项B selectmarket-mixtargetsbasedonthelowestcorporaterate选项C selectmarket-mixtargetsbasedonthehighestcorporaterate选项D controlandmanagethetypeandnatureofgroupbusinessandtransientbusiness参考答案DWhenyoumarketontheInternetthemajorchangeyouwillencounteris选项A alargermarketarea选项B asmallerandmorelimitedmarketarea选项C amorediscerningcustomerbase选项D aandb参考答案AWhenahoteloffersrangesofpricesforitsrooms选项A itsoperatingcostsgenerallygodown选项B consumerslosechoices选项C theoperatorgainsmoreopportunitiestosellup选项D aandc参考答案CThegreatestdangerinantitrustlawis选项A customerpromiseswithrespecttofinancing.选项B contactwithcompetitorswithrespecttopricing选项C denigratingyourcompetitorsproductsorservices选项D meetingacompetitiveprice参考答案B你自己进行的研究称为研究选项A主要选项B定量选项C次要选项D定性参考答案ABookingpaceisthe选项A speedatwhichafrontdeskagentbooksroomreservations选项B frequencyofreturnguestsvisits选项C rateatwhichagroup*sroomblockfillsup选项D frequencyofahotelJsyieldinvestment参考答案CMarketingplanningbeginswithdefining选项A theproductsandservicestobemarketed选项B thecoredollarsneededbymarketingtomaintainadesiredlevelofbusiness选项C azero-basedbudget选项D budget参考答案ABWhichofthefollowingmarketingbenefitscanautomatedpropertymanagementsystemsprovide选项A accuratebusinessforecastingenablingtimelyrateadjustments选项B improvedguestservice选项C improvedguestroominventorycontrol选项D reducetheprice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BCDWhichofthefollowingwou1dberecognizedasabrandnamewithinthehospitalityindustry选项A Hertz选项B Hilton选项C McDonalds选项D HM参考答案ABCOneofthemostpopularlineardiagramsusedbymarketresearchersisthedecisiontreewhichisusedtoshowpathwaystotargetsand选项A assessalternativestrategies选项B developnetworksandalliances选项C aidinthedecision-makingprocess选项D assessalliances参考答案:ABCInternalcommunicationisespeciallycriticaltosuccessinhotelsalesbecause选项A salesaffectsalldepartments选项B efficientdeliveryoftheproductorserviceisdependentonalldepartmentsknowingthecustomersneedsandwhatistobedeliveredwhenandwhere选项C informationexchangeresultsinbetterserviceandproductdeliverythroughoutthehotel.选项D informationandsale参考答案ABCWhencalculatingpaybackwithregardtopromotionswhichofthefollowingcostsneedtobefactoredintotheequation选项A valueofthediscount选项B numberofcouponsdistributed选项C:advertisingandmedia选项D numberofthediscount参考答案ABCTravelretailerssuchastravelagentsaretypicallymotivatedby选项A highmarginsonsales选项B:volumepackages选项C:supplierreliability选项D saleprice参考答案:AB基本营销情报工具包括选项A SWOT分析选项B顾客满意度指数分析选项C问卷调查选项D差异分析参考答案ABDWhichofthefollowingwouldbeconsideredamajorsectorofthehospitalityindustry选项A lodging选项B clubs选项C recreation选项D industry参考答案ABC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A对于营销和公关人员来说,与新闻媒体打交道是最艰巨的任务选项A对选项B错参考答案A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。