Hospitality sales and marketing final exam | 140
Exam Questions with Correct Answers
Which of the following statements about the relationship between marketing and sales is true?
- ANSWER The scope of marketing activities is more long-term than that of sales activities
Mick is responsible for evaluating the brand identity of a chain and recommending ways to
increase the value of the brand. For which of the following components of a hospitality
marketing mix is mick responsible? - ANSWER Product-service mix
Advertising and direct mail campaigns best fit into which of the following components of the
hospitality marketing mix? - ANSWER promotion-communication
Peak business periods, off-seasons, and shoulder periods are most relevant to the
_____________ component of the hospitality marketing mix. - ANSWER price, rate
In small to medium-size properties, which of the following positions responsible for advertising
and PR activities? - ANSWER The GM
Salespeople do not sell guestrooms or banquet rooms; they sell the use of these rooms. This
refers to the __________ of hospitality products and services. - ANSWER intangibility
Stacy is a very personable food server who is always friendly with the restaurant's guests. Alex,
on the other hand, is merely civil to guests most of the time. This illustrates the _____________
of hospitality products and services. - ANSWER inconsistency
Which of the following statements about the hospitality industry and globalization is false? -
ANSWER Globalization has not affected the food service industry very much.
Two or more companies joining together to benefit from each other's strengths is termed
__________. - ANSWER Partnership
,Which of the following statements about the hospitality industry and technology is false? -
ANSWER The use of "smart cards" is decreasing in the hotel industry.
A marketing plan should be developed for at least a __________ period. - ANSWER three-year
Which of the following steps in the cycle of marketing planning involves property, competition,
and marketplace analysis? - ANSWER conducting a marketing audit
All of the following are ways to determine how a property's performance compares with
competitors except: - ANSWER Segmenting target markets
Number of Available Occupancy Room Nights
Rooms Rooms Percentage Sold
Hotel 1 150 54,750 78% 42,705
Hotel 2 200 73,000 70% 51,100
Hotel 3 250 91,250 74% 67,525
Hotel 4 300 109,500 60% 65,700
Total 900 328,500 227,030
Given the data above, which of the following properties has the highest market share? -
ANSWER C. Hotel 3
Number of Available Occupancy Room Nights
Rooms Rooms Percentage Sold
Hotel 1 150 54,750 78% 42,705
Hotel 2 200 73,000 70% 51,100
Hotel 3 250 91,250 74% 67,525
, Hotel 4 300 109,500 60% 65,700
Total 900 328,500 227,030
Given the data above, which of the following properties has the highest fair share? - ANSWER
D. Hotel 4
Which of the following tools would managers use to determine the current guest base and
assess the decline or growth of business from market segments? - ANSWER revenue grid and
occupancy chart
Which of the following statements about determining marketing objectives is true? - ANSWER
Objectives for each market segment and revenue center should be measurable.
"Increase room nights from the senior-citizen market during June while maintaining an average
room rate of
$59." What is wrong with this marketing objective? - ANSWER t is not quantity-specific.
The principal advantage of zero-based budgeting is that: - ANSWER every expenditure is
questioned.
The director of sales produces a report that details the number of room nights sold for each
market segment by salesperson. This report is a critical part of which of the following steps in
the marketing planning cycle? - ANSWER evaluating the marketing plan
1. Which of the following positions within a large hotel organization would manage a telephone
sales staff fesponsible for developing leads, making prospecting calls, and following up on leads
and previous clients" - ANSWER d the telemarketing director
2. In the hospitality industry, the job title of a salesperson is likely to be - ANSWER C. account
manager
Exam Questions with Correct Answers
Which of the following statements about the relationship between marketing and sales is true?
- ANSWER The scope of marketing activities is more long-term than that of sales activities
Mick is responsible for evaluating the brand identity of a chain and recommending ways to
increase the value of the brand. For which of the following components of a hospitality
marketing mix is mick responsible? - ANSWER Product-service mix
Advertising and direct mail campaigns best fit into which of the following components of the
hospitality marketing mix? - ANSWER promotion-communication
Peak business periods, off-seasons, and shoulder periods are most relevant to the
_____________ component of the hospitality marketing mix. - ANSWER price, rate
In small to medium-size properties, which of the following positions responsible for advertising
and PR activities? - ANSWER The GM
Salespeople do not sell guestrooms or banquet rooms; they sell the use of these rooms. This
refers to the __________ of hospitality products and services. - ANSWER intangibility
Stacy is a very personable food server who is always friendly with the restaurant's guests. Alex,
on the other hand, is merely civil to guests most of the time. This illustrates the _____________
of hospitality products and services. - ANSWER inconsistency
Which of the following statements about the hospitality industry and globalization is false? -
ANSWER Globalization has not affected the food service industry very much.
Two or more companies joining together to benefit from each other's strengths is termed
__________. - ANSWER Partnership
,Which of the following statements about the hospitality industry and technology is false? -
ANSWER The use of "smart cards" is decreasing in the hotel industry.
A marketing plan should be developed for at least a __________ period. - ANSWER three-year
Which of the following steps in the cycle of marketing planning involves property, competition,
and marketplace analysis? - ANSWER conducting a marketing audit
All of the following are ways to determine how a property's performance compares with
competitors except: - ANSWER Segmenting target markets
Number of Available Occupancy Room Nights
Rooms Rooms Percentage Sold
Hotel 1 150 54,750 78% 42,705
Hotel 2 200 73,000 70% 51,100
Hotel 3 250 91,250 74% 67,525
Hotel 4 300 109,500 60% 65,700
Total 900 328,500 227,030
Given the data above, which of the following properties has the highest market share? -
ANSWER C. Hotel 3
Number of Available Occupancy Room Nights
Rooms Rooms Percentage Sold
Hotel 1 150 54,750 78% 42,705
Hotel 2 200 73,000 70% 51,100
Hotel 3 250 91,250 74% 67,525
, Hotel 4 300 109,500 60% 65,700
Total 900 328,500 227,030
Given the data above, which of the following properties has the highest fair share? - ANSWER
D. Hotel 4
Which of the following tools would managers use to determine the current guest base and
assess the decline or growth of business from market segments? - ANSWER revenue grid and
occupancy chart
Which of the following statements about determining marketing objectives is true? - ANSWER
Objectives for each market segment and revenue center should be measurable.
"Increase room nights from the senior-citizen market during June while maintaining an average
room rate of
$59." What is wrong with this marketing objective? - ANSWER t is not quantity-specific.
The principal advantage of zero-based budgeting is that: - ANSWER every expenditure is
questioned.
The director of sales produces a report that details the number of room nights sold for each
market segment by salesperson. This report is a critical part of which of the following steps in
the marketing planning cycle? - ANSWER evaluating the marketing plan
1. Which of the following positions within a large hotel organization would manage a telephone
sales staff fesponsible for developing leads, making prospecting calls, and following up on leads
and previous clients" - ANSWER d the telemarketing director
2. In the hospitality industry, the job title of a salesperson is likely to be - ANSWER C. account
manager
