HFT4502 UPDATED SCRIPT QUESTIONS AND SOLUTIONS
GUARANTEE A+
✔✔what is the marketing agent firm? - ✔✔nielsen claritas prizm
✔✔what is internal marketing? - ✔✔marketing by a service firm to train and motivate its
employees to work as a team that provides customers satisfaction
✔✔what is inserparability? - ✔✔employees are part of the product
✔✔what is the moment of truth in internal marketing? - ✔✔when internal marketing
drives external mareting
✔✔what is organizational culture? - ✔✔the pattern of shared values and beliefs that
gives members of an organization meaning, providing them with rules of behavior
✔✔what is strong service culture? - ✔✔a culture that supports customer service through
polices, reward systems, and actions
✔✔what is an example of a strong service culture? - ✔✔Walmart (not helpful) vs Public
(very helpful and knows what to do in moment of truth, Ritz Carlton example (went to go
get the ice and bring it back to his wife), ACE Hardware vs Home Depot
✔✔What is a weak culture? - ✔✔no common values
✔✔What are the steps of weak culture? - ✔✔1. insecure employees, 2. slow responses
to problems, 3. unsatisfied guests
✔✔conventional organizational structure - ✔✔management at the top - satisfy those
above you (corporate -> GMs -> dept heads -> sups -> line employees -> customers)
✔✔Service oriented structure / upside down organizational structure: - ✔✔Customers at
top -> line employees -> supervisors -> dept heads -> GMs -> corporate
✔✔what are nonroutine transactions? - ✔✔any occurrence or transaction that is not part
of the normal flow of the service delivery method - a unique guest transaction
experience by an employee for the first time (going off script)
✔✔what are examples of nonroutine transactions? - ✔✔empowering employees to
respond , encouraging innovation
✔✔the importance of nonroutine transactions in the future: - ✔✔the role of technology
, ✔✔category leader of nonroutine transactions - ✔✔Ritz Carlton ($2,000 budget for
resolving issues with customers) & teddy bear story
✔✔Human resources management - ✔✔creating jobs that attract people, not all
employees are the same (employee markets can be segmented), and the employee-
related marketing mix (job, pay, benefits, location, transportation, parking, hours,
intangible resources)
✔✔Internal marketing and recruiting - ✔✔hire for attitude and train for skills, hiring
process should emphasize personality, energy, and attitude instead of education,
training, experience
✔✔Emotional labor - ✔✔the involvement of a service provider's emotions in delivering
the product
✔✔managing emotional labor - ✔✔understand the emotional needs of employees -
understand and manage stress
✔✔Which is not a psychographic segmentation variable? - ✔✔age
✔✔which is not a demographic segmentation variable? - ✔✔lifestyle
✔✔what is nielsen claritas prizm? - ✔✔marketing agent firm
✔✔how many points are available in the class? - ✔✔750
✔✔which idea is best illustrated by the trip tuner website? - ✔✔buyer decision process
✔✔what is the number that signifies death in east asian culture? - ✔✔4
✔✔what is IBISWorld database best used for? - ✔✔industry analysis
✔✔what is not part of the market analysis section (section 5)? - ✔✔SWOT analysis
✔✔what is woody mitchels title at hammock beach? - ✔✔director of F&B
✔✔who is not a major stakeholder of swan and dolphin? - ✔✔hammock beach
✔✔what did dan flannery develop? - ✔✔EDITION
✔✔what does the uncle drew and pepsi max commercial represent? - ✔✔aspirational
groups
✔✔pay, location, parking, and hours are part of the? - ✔✔employee marketing mix
GUARANTEE A+
✔✔what is the marketing agent firm? - ✔✔nielsen claritas prizm
✔✔what is internal marketing? - ✔✔marketing by a service firm to train and motivate its
employees to work as a team that provides customers satisfaction
✔✔what is inserparability? - ✔✔employees are part of the product
✔✔what is the moment of truth in internal marketing? - ✔✔when internal marketing
drives external mareting
✔✔what is organizational culture? - ✔✔the pattern of shared values and beliefs that
gives members of an organization meaning, providing them with rules of behavior
✔✔what is strong service culture? - ✔✔a culture that supports customer service through
polices, reward systems, and actions
✔✔what is an example of a strong service culture? - ✔✔Walmart (not helpful) vs Public
(very helpful and knows what to do in moment of truth, Ritz Carlton example (went to go
get the ice and bring it back to his wife), ACE Hardware vs Home Depot
✔✔What is a weak culture? - ✔✔no common values
✔✔What are the steps of weak culture? - ✔✔1. insecure employees, 2. slow responses
to problems, 3. unsatisfied guests
✔✔conventional organizational structure - ✔✔management at the top - satisfy those
above you (corporate -> GMs -> dept heads -> sups -> line employees -> customers)
✔✔Service oriented structure / upside down organizational structure: - ✔✔Customers at
top -> line employees -> supervisors -> dept heads -> GMs -> corporate
✔✔what are nonroutine transactions? - ✔✔any occurrence or transaction that is not part
of the normal flow of the service delivery method - a unique guest transaction
experience by an employee for the first time (going off script)
✔✔what are examples of nonroutine transactions? - ✔✔empowering employees to
respond , encouraging innovation
✔✔the importance of nonroutine transactions in the future: - ✔✔the role of technology
, ✔✔category leader of nonroutine transactions - ✔✔Ritz Carlton ($2,000 budget for
resolving issues with customers) & teddy bear story
✔✔Human resources management - ✔✔creating jobs that attract people, not all
employees are the same (employee markets can be segmented), and the employee-
related marketing mix (job, pay, benefits, location, transportation, parking, hours,
intangible resources)
✔✔Internal marketing and recruiting - ✔✔hire for attitude and train for skills, hiring
process should emphasize personality, energy, and attitude instead of education,
training, experience
✔✔Emotional labor - ✔✔the involvement of a service provider's emotions in delivering
the product
✔✔managing emotional labor - ✔✔understand the emotional needs of employees -
understand and manage stress
✔✔Which is not a psychographic segmentation variable? - ✔✔age
✔✔which is not a demographic segmentation variable? - ✔✔lifestyle
✔✔what is nielsen claritas prizm? - ✔✔marketing agent firm
✔✔how many points are available in the class? - ✔✔750
✔✔which idea is best illustrated by the trip tuner website? - ✔✔buyer decision process
✔✔what is the number that signifies death in east asian culture? - ✔✔4
✔✔what is IBISWorld database best used for? - ✔✔industry analysis
✔✔what is not part of the market analysis section (section 5)? - ✔✔SWOT analysis
✔✔what is woody mitchels title at hammock beach? - ✔✔director of F&B
✔✔who is not a major stakeholder of swan and dolphin? - ✔✔hammock beach
✔✔what did dan flannery develop? - ✔✔EDITION
✔✔what does the uncle drew and pepsi max commercial represent? - ✔✔aspirational
groups
✔✔pay, location, parking, and hours are part of the? - ✔✔employee marketing mix
