Hospitality Sales and Marketing Certification
Exam Question and Answers
Marketing - CORRECT ANSWER✅✅✅The process of creating, pricing, promoting +
distributing products + services to consumers in a mutual exchange of value.
Product - CORRECT ANSWER✅✅✅A good, idea, info, or service created to satisfy a
consumers want or need.
Product-Service Mix - CORRECT ANSWER✅✅✅The strategic blend of a firm's tangible +
intangible attributes.
Service - CORRECT ANSWER✅✅✅An intangible product that is sold or purchased in the
market place.
Barter - CORRECT ANSWER✅✅✅A process of exchanging goods + services rather than
$$.
Marketing Concept - CORRECT ANSWER✅✅✅Based on the premise that firms determine
customer wants + needs, + then design products + services that meet those wants + needs, while
also meeting the goals of the firm.
Marketing Mix - CORRECT ANSWER✅✅✅The 4 components (price, product, place, +
promotion) that are controlled by organizations + used to influence consumers to purchase goods
+ services.
Marketing Program - CORRECT ANSWER✅✅✅The set of strategies based on the
manipulation of the marketing mix to meet target market preferences.
External Environment - CORRECT ANSWER✅✅✅The outside influences on the marketing
process that are not under the control of the organization.
,Marketing Management Cycle - CORRECT ANSWER✅✅✅The dynamic process involving
marketing planning, execution, + evaluation.
Word of Mouth - CORRECT ANSWER✅✅✅A spoken communication between consumers
that involves their perceptions about a product or service.
Price - CORRECT ANSWER✅✅✅Refers to the value placed by a firm on its products +
services.
Place - CORRECT ANSWER✅✅✅This component, sometimes called distribution, refers to
the manner in which the products + services are being delivered to consumers. It involves
decisions related to the locations of facilities + the use of intermediaries.
Promotion Mix - CORRECT ANSWER✅✅✅The basic elements (advertising, PR, sales
promotions, + personal selling) used by organizations to communicate w/ consumers.
Presentation Mix - CORRECT ANSWER✅✅✅This includes those elements that the
marketing manager uses to increase the tangibility of the product-service mix as perceived by the
consumer. This mix includes physical location, atmosphere (lighting, sound, + color), +
personnel.
Communication Mix - CORRECT ANSWER✅✅✅Involves all communication that takes
place between the hospitality operation + the consumer.
Pricing Mix - CORRECT ANSWER✅✅✅This encompasses the consumer's perception of
value. The_____ _____ includes such variables as volume discounts + bundling multiple
products together for an overall discounted price.
Distribution Mix - CORRECT ANSWER✅✅✅Includes all distribution channels available
between the firm + the target market.
,Service Marketing - CORRECT ANSWER✅✅✅Includes all marketing principles to create
+ deliver intangible items to consumers.
Boundary-Spanning Roles - CORRECT ANSWER✅✅✅Roles that frontline employees
(e.g., front-desk clerks, waiters, flight attendants, travel agents) perform.
Perceived Value - CORRECT ANSWER✅✅✅The worth or utility of a product or service
held in the minds of consumers.
Globalization - CORRECT ANSWER✅✅✅Firms expand outside of their traditional
domestic market (i.e., expanding worldwide)
Search Qualities - CORRECT ANSWER✅✅✅Attribution that the consumer can investigate
prior to making a purchase.
Experience Qualities - CORRECT ANSWER✅✅✅Attribution that can be evaluated only
after the purchase + consumption of a service.
Credence Qualities - CORRECT ANSWER✅✅✅Attributes that are difficult to evaluate
after the service is consumed.
Destination Marketing Organization (DMO) - CORRECT ANSWER✅✅✅Government or
nonprofit organization responsible for developing + promoting tourism + visitation to a
destination.
Product Bundling - CORRECT ANSWER✅✅✅An approach where goods + services are
combined into one offering, typically @ a lower price than if the individual goods + services
were purchased.
Sustainability - CORRECT ANSWER✅✅✅The ability of individuals or organizations to
endure + function over the long term.
, Environmental Scanning - CORRECT ANSWER✅✅✅Environmental scanning can be a
formal mechanism within a firm, or merely the result of salespeople + managers consciously
monitoring changes in the environment.
Purchasing Power - CORRECT ANSWER✅✅✅The extent to which consumers have the
ability to purchase products + services.
Consumer Price Index (CPI) - CORRECT ANSWER✅✅✅A measure of the relative level of
prices for consumer goods in the economy.
Disposable Income - CORRECT ANSWER✅✅✅An individual's income that remains for
spending after required deductions such as taxes.
Discretionary Income - CORRECT ANSWER✅✅✅An individual's income that is available
for spending after deducting taxes + necessary expenditures on housing, food, + basic clothing.
Demographics - CORRECT ANSWER✅✅✅Characteristics that describe the population
such as age, income, education, occupation, family size, marital status, + gender.
Competitive Structure - CORRECT ANSWER✅✅✅A combo of buyers + sellers in a
market.
Monopoly - CORRECT ANSWER✅✅✅A competitive structure in an industry w/ 1 seller +
many buyers.
Perfect Competition - CORRECT ANSWER✅✅✅A competitive structure in an industry w/
many buyers + sellers of homogenous products that are almost exactly the same.
Oligopoly - CORRECT ANSWER✅✅✅A competitive structure in an industry w/ a few
sellers + many buyers.
Exam Question and Answers
Marketing - CORRECT ANSWER✅✅✅The process of creating, pricing, promoting +
distributing products + services to consumers in a mutual exchange of value.
Product - CORRECT ANSWER✅✅✅A good, idea, info, or service created to satisfy a
consumers want or need.
Product-Service Mix - CORRECT ANSWER✅✅✅The strategic blend of a firm's tangible +
intangible attributes.
Service - CORRECT ANSWER✅✅✅An intangible product that is sold or purchased in the
market place.
Barter - CORRECT ANSWER✅✅✅A process of exchanging goods + services rather than
$$.
Marketing Concept - CORRECT ANSWER✅✅✅Based on the premise that firms determine
customer wants + needs, + then design products + services that meet those wants + needs, while
also meeting the goals of the firm.
Marketing Mix - CORRECT ANSWER✅✅✅The 4 components (price, product, place, +
promotion) that are controlled by organizations + used to influence consumers to purchase goods
+ services.
Marketing Program - CORRECT ANSWER✅✅✅The set of strategies based on the
manipulation of the marketing mix to meet target market preferences.
External Environment - CORRECT ANSWER✅✅✅The outside influences on the marketing
process that are not under the control of the organization.
,Marketing Management Cycle - CORRECT ANSWER✅✅✅The dynamic process involving
marketing planning, execution, + evaluation.
Word of Mouth - CORRECT ANSWER✅✅✅A spoken communication between consumers
that involves their perceptions about a product or service.
Price - CORRECT ANSWER✅✅✅Refers to the value placed by a firm on its products +
services.
Place - CORRECT ANSWER✅✅✅This component, sometimes called distribution, refers to
the manner in which the products + services are being delivered to consumers. It involves
decisions related to the locations of facilities + the use of intermediaries.
Promotion Mix - CORRECT ANSWER✅✅✅The basic elements (advertising, PR, sales
promotions, + personal selling) used by organizations to communicate w/ consumers.
Presentation Mix - CORRECT ANSWER✅✅✅This includes those elements that the
marketing manager uses to increase the tangibility of the product-service mix as perceived by the
consumer. This mix includes physical location, atmosphere (lighting, sound, + color), +
personnel.
Communication Mix - CORRECT ANSWER✅✅✅Involves all communication that takes
place between the hospitality operation + the consumer.
Pricing Mix - CORRECT ANSWER✅✅✅This encompasses the consumer's perception of
value. The_____ _____ includes such variables as volume discounts + bundling multiple
products together for an overall discounted price.
Distribution Mix - CORRECT ANSWER✅✅✅Includes all distribution channels available
between the firm + the target market.
,Service Marketing - CORRECT ANSWER✅✅✅Includes all marketing principles to create
+ deliver intangible items to consumers.
Boundary-Spanning Roles - CORRECT ANSWER✅✅✅Roles that frontline employees
(e.g., front-desk clerks, waiters, flight attendants, travel agents) perform.
Perceived Value - CORRECT ANSWER✅✅✅The worth or utility of a product or service
held in the minds of consumers.
Globalization - CORRECT ANSWER✅✅✅Firms expand outside of their traditional
domestic market (i.e., expanding worldwide)
Search Qualities - CORRECT ANSWER✅✅✅Attribution that the consumer can investigate
prior to making a purchase.
Experience Qualities - CORRECT ANSWER✅✅✅Attribution that can be evaluated only
after the purchase + consumption of a service.
Credence Qualities - CORRECT ANSWER✅✅✅Attributes that are difficult to evaluate
after the service is consumed.
Destination Marketing Organization (DMO) - CORRECT ANSWER✅✅✅Government or
nonprofit organization responsible for developing + promoting tourism + visitation to a
destination.
Product Bundling - CORRECT ANSWER✅✅✅An approach where goods + services are
combined into one offering, typically @ a lower price than if the individual goods + services
were purchased.
Sustainability - CORRECT ANSWER✅✅✅The ability of individuals or organizations to
endure + function over the long term.
, Environmental Scanning - CORRECT ANSWER✅✅✅Environmental scanning can be a
formal mechanism within a firm, or merely the result of salespeople + managers consciously
monitoring changes in the environment.
Purchasing Power - CORRECT ANSWER✅✅✅The extent to which consumers have the
ability to purchase products + services.
Consumer Price Index (CPI) - CORRECT ANSWER✅✅✅A measure of the relative level of
prices for consumer goods in the economy.
Disposable Income - CORRECT ANSWER✅✅✅An individual's income that remains for
spending after required deductions such as taxes.
Discretionary Income - CORRECT ANSWER✅✅✅An individual's income that is available
for spending after deducting taxes + necessary expenditures on housing, food, + basic clothing.
Demographics - CORRECT ANSWER✅✅✅Characteristics that describe the population
such as age, income, education, occupation, family size, marital status, + gender.
Competitive Structure - CORRECT ANSWER✅✅✅A combo of buyers + sellers in a
market.
Monopoly - CORRECT ANSWER✅✅✅A competitive structure in an industry w/ 1 seller +
many buyers.
Perfect Competition - CORRECT ANSWER✅✅✅A competitive structure in an industry w/
many buyers + sellers of homogenous products that are almost exactly the same.
Oligopoly - CORRECT ANSWER✅✅✅A competitive structure in an industry w/ a few
sellers + many buyers.
