南開大學(xué)22年春學(xué)期《飯店業(yè)市場學(xué)（一）（二）（EI雙語）》在線作業(yè)平時(shí)作業(yè)一

1、-本頁為預(yù)覽頁P(yáng)AGE15-本頁為預(yù)覽頁-本頁為預(yù)覽頁22春學(xué)期（高起本：1509、1603、1609、1703）飯店業(yè)市場學(xué)（一）（二）（EI雙語）在線作業(yè)-00003第1題. Which of the following statements is true?選項(xiàng)A：Marketing efforts should be based only on broad company goals選項(xiàng)B：The dynamics of todays marketplace supports a marketing approach of no deviation from the establish

2、ed strategy選項(xiàng)C：It is ill-advised strategy to form a marketing budget based on last years expenses選項(xiàng)D：Travel intermediaries are motivated by the same needs as the clients they serve參考答案：C第2題. 使用賓客服務(wù)是一種有效_的方式選項(xiàng)A：建立分配優(yōu)先級(jí)選項(xiàng)B：識(shí)別問題和確定解決方案選項(xiàng)C：滿意地處理客戶投訴選項(xiàng)D：a和c參考答案：B第3題. 在高級(jí)工作人員委員會(huì)會(huì)議上進(jìn)行了熱烈的預(yù)算討論之后,酒店公司的營銷主管概述

3、了支持采用零基預(yù)算編制程序的論點(diǎn)。列表中將包括以下哪些語句選項(xiàng)A：零增長，零減少 - 我們應(yīng)該繼續(xù)根據(jù)我們在過去兩年舉行的預(yù)算會(huì)議批準(zhǔn)的數(shù)額，向所有部門分配資源選項(xiàng)B：沒有什么是神圣的 - 我們都必須為每一個(gè)計(jì)劃的開支辯護(hù)選項(xiàng)C：我們?nèi)ツ晔褂玫念A(yù)算公式為幫助我們應(yīng)對市場變化提供了堅(jiān)實(shí)的基礎(chǔ)選項(xiàng)D：計(jì)算每個(gè)部門的預(yù)算需求的最有效的程序是每年將預(yù)算增加到上一年的通貨膨脹率參考答案：B第4題. 根據(jù)旅行、住宿和膳食的每日津貼對消費(fèi)者進(jìn)行分類是以下哪個(gè)例子:選項(xiàng)A：價(jià)格敏感性選項(xiàng)B：價(jià)格分割選項(xiàng)C：價(jià)格紅線選項(xiàng)D：價(jià)格心理參考答案：B第5題. 服務(wù)業(yè)的品牌已經(jīng)成功,因?yàn)?選項(xiàng)A：消費(fèi)者將價(jià)值與品牌名稱

4、聯(lián)系起來選項(xiàng)B：消費(fèi)者需求從品牌產(chǎn)品和服務(wù)演變而來選項(xiàng)C：品牌公司很少注意消費(fèi)者需求的變化性質(zhì)選項(xiàng)D：上述所有的參考答案：A第6題. 關(guān)于聯(lián)合促銷,以下哪個(gè)說法是正確的?選項(xiàng)A：除非另一方保證成本效益比，否則不應(yīng)進(jìn)行聯(lián)合宣傳選項(xiàng)B：聯(lián)合宣傳總是改善您的基地業(yè)務(wù)選項(xiàng)C：除非另一方具有同等或更好的整體聲譽(yù)，否則不應(yīng)進(jìn)行聯(lián)合宣傳選項(xiàng)D：聯(lián)合促銷總是改善你的整體市場參考答案：C第7題. 以下哪一個(gè)是目的地市場的例子?選項(xiàng)A：拉斯維加斯選項(xiàng)B：紐約選項(xiàng)C：奧蘭多選項(xiàng)D：上述所有的參考答案：B第8題. Timely fulfillmentone of the keys to successful dire

5、ct mailrefers to:選項(xiàng)A：producing in a timely way the direct mail pieces you will use in your campaign選項(xiàng)B：quickly repaying those funds in the marketing budget that you used to create and mail your direct mail piece選項(xiàng)C：delivering in a timely way what you promised prospects in your direct mail offer選項(xiàng)D：k

6、nowing when to mail out your direct mail piece參考答案：C第9題. 以下哪一項(xiàng)最好地描述了凱蒙斯威爾遜在20世紀(jì)50年代引入的企業(yè)戰(zhàn)略?選項(xiàng)A：電腦化酒店預(yù)訂選項(xiàng)B：汽車旅館，高速公路或路邊產(chǎn)品針對家庭市場選項(xiàng)C：所有客房都設(shè)有直撥電話選項(xiàng)D：套房和閣樓，作為定期客房的替代，那些要求高檔住宿參考答案：B第10題. 下面哪一個(gè)是外部驅(qū)動(dòng)力量的例子(是例子),足以影響和塑造公司戰(zhàn)略,因?yàn)樗婕暗疆a(chǎn)品,質(zhì)量和服務(wù)水平等事情?選項(xiàng)A：人口趨勢選項(xiàng)B：層定性分割選項(xiàng)C：商業(yè)國際主義選項(xiàng)D：上述所有的參考答案：D第11題. 在計(jì)算促銷活動(dòng)的回報(bào)時(shí),下列哪些成本

7、需要計(jì)入方程?選項(xiàng)A：價(jià)值的折扣選項(xiàng)B：分發(fā)的優(yōu)惠券數(shù)量選項(xiàng)C：廣告和媒體選項(xiàng)D：上述所有的參考答案：D第12題. Electronic travel distribution systems are based on:選項(xiàng)A：the Internet選項(xiàng)B：airline reservation systems選項(xiàng)C：technology and hardware developed for the military選項(xiàng)D：travel agency computer networks參考答案：B第13題. If you had a percentage reach of 75 and fr

8、equency of 10, your total gross rating points (GRP) would be:選項(xiàng)A：750選項(xiàng)B：7,500選項(xiàng)C：7.5選項(xiàng)D：75參考答案：A第14題. Ranges of rates for hotel rooms should be:選項(xiàng)A：narrow選項(xiàng)B：broad選項(xiàng)C：based on the hotels retiree market選項(xiàng)D：limited參考答案：B第15題. People in direct-contact situations with the media often get into trouble fo

9、r:選項(xiàng)A：being too truthful選項(xiàng)B：what they say選項(xiàng)C：what they do not say選項(xiàng)D：being overly concise參考答案：B第16題. An ad whose headline reads “Las Vegas $49 Per Night” is the lead for a#an _ advertisement:選項(xiàng)A：benefit選項(xiàng)B：image選項(xiàng)C：product or service touter選項(xiàng)D：offer參考答案：D第17題. Brands in the hospitality industry have

10、 been successful because:選項(xiàng)A：consumers associate value with the brand name選項(xiàng)B：consumer needs evolve from branded products and services選項(xiàng)C：branded companies pay little attention to the changing nature of consumer needs選項(xiàng)D：all of the above參考答案：A第18題. The name of the onesummary document of the major ex

11、penditure categories and marketing mix is the:選項(xiàng)A：objectives synopsis選項(xiàng)B：marketing calendar選項(xiàng)C：budget overview選項(xiàng)D：marketing budget list參考答案：C第19題. 反托拉斯法最大的危險(xiǎn)是:選項(xiàng)A：客戶承諾融資選項(xiàng)B：在定價(jià)方面與競爭對手聯(lián)系選項(xiàng)C：詆毀你的競爭對手的產(chǎn)品選項(xiàng)D：滿足有競爭力的價(jià)格參考答案：B第20題. 關(guān)于公共關(guān)系的以下說法_是正確的選項(xiàng)A：公共關(guān)系是一種有效的營銷手段選項(xiàng)B：公共關(guān)系，根據(jù)定義，只處理公司外部的公眾選項(xiàng)C：由于其無形的性質(zhì)，公共關(guān)系

12、是不可衡量的選項(xiàng)D：宣傳和公共關(guān)系是同義詞參考答案：A第21題. Which of the following would be considered a major sector of the hospitality industry?選項(xiàng)A：lodging選項(xiàng)B：clubs選項(xiàng)C：recreation選項(xiàng)D：industry參考答案：A,B,C第22題. 制定營銷方案的戰(zhàn)略有選項(xiàng)A：部分戰(zhàn)略選項(xiàng)B：整體戰(zhàn)略選項(xiàng)C：媒體戰(zhàn)略選項(xiàng)D：推銷戰(zhàn)略參考答案：B,C,D第23題. Why is it important to use a clean mailing list?選項(xiàng)A：A clean l

13、ist improves the response rate to your mailing選項(xiàng)B：A clean list improves your return on investment選項(xiàng)C：A clean list has fewer duplicated or erroneous addresses選項(xiàng)D：A clean list has more duplicated or erroneous addresses參考答案：A,B,C第24題. Travel retailers such as travel agents are typically motivated by:選項(xiàng)

14、A：high margins on sales選項(xiàng)B：volume packages選項(xiàng)C：supplier reliability選項(xiàng)D：sale price參考答案：A,B第25題. Which of the following statements about weekend packages is true?選項(xiàng)A：They are one of the simplest forms of packaging選項(xiàng)B：Their main appeal to consumers is that they offer a much needed getaway or escape選項(xiàng)C：T

15、hey are relatively uncommonfew hospitality firms put them together or participate in them選項(xiàng)D：They are not the one of the simplest forms of packaging參考答案：A,B第26題. Completing the marketing plan requires detailed analysis of:選項(xiàng)A：your product選項(xiàng)B：your competition選項(xiàng)C：your market選項(xiàng)D：your price參考答案：A,B,C第27

16、題. 基本營銷情報(bào)工具包括選項(xiàng)A：SWOT分析選項(xiàng)B：顧客滿意度指數(shù)分析選項(xiàng)C：問卷調(diào)查選項(xiàng)D：差異分析參考答案：A,B,D第28題. Which of the following is unlawful under the Clayton Antitrust Act?選項(xiàng)A：signing exclusive dealing and tying agreements with dealers and customers選項(xiàng)B：merging with other corporations, resulting in the merged corporation being the only

17、source of supply選項(xiàng)C：an individual serving at the same time as director of competing corporations選項(xiàng)D：check the foundation information參考答案：A,B,C第29題. Electronic marketing via the Internet provides significant consumer value, which is being redefined as:選項(xiàng)A：speed選項(xiàng)B：lower price選項(xiàng)C：convenience選項(xiàng)D：custom

18、er參考答案：A,C第30題. Which of the following would be recognized as a brand name within the hospitality industry?選項(xiàng)A：Hertz選項(xiàng)B：Hilton選項(xiàng)C：McDonalds選項(xiàng)D：HM參考答案：A,B,C第31題. 為營銷活動(dòng)(除了維持目前營業(yè)量縮需要的核心營銷開支項(xiàng)目之外)做資源規(guī)劃額工作始于識(shí)別企業(yè)有哪些特定的業(yè)務(wù)需要,并將目標(biāo)市場對準(zhǔn)那些盈利能力最強(qiáng),能夠滿足這些特定不過需求的消費(fèi)者細(xì)分市場。選項(xiàng)A：對選項(xiàng)B：錯(cuò)參考答案：A第32題. 環(huán)境調(diào)研中一項(xiàng)關(guān)鍵性的核心任務(wù)是預(yù)估將會(huì)遇到任何

19、形式的機(jī)會(huì)和威脅,以及這些機(jī)會(huì)和威脅將會(huì)如何影響你的業(yè)務(wù)。選項(xiàng)A：對選項(xiàng)B：錯(cuò)參考答案：A第33題. 營造聲譽(yù)型廣告可采用多種形式,可以用直接的表現(xiàn)手法將產(chǎn)品或服務(wù)展示出來,并直白地支出好處。選項(xiàng)A：對選項(xiàng)B：錯(cuò)參考答案：B第34題. 公共關(guān)系是一種有利的營銷工具,因?yàn)樗芙佑|到所有的營銷受眾。選項(xiàng)A：對選項(xiàng)B：錯(cuò)參考答案：A第35題. 營銷調(diào)研的目的在于提供有關(guān)的事實(shí)情報(bào),以幫助企業(yè)對其產(chǎn)品、價(jià)格和營銷戰(zhàn)略做出恰當(dāng)判斷。選項(xiàng)A：對選項(xiàng)B：錯(cuò)參考答案：A第36題. 上游整合:這種情況發(fā)生在一家公司收購原來由供應(yīng)商提供的業(yè)務(wù),例如一家快餐公司收購?fù)炼构?yīng)企業(yè),或者航空公司兼并快餐公司。選項(xiàng)A：對

20、選項(xiàng)B：錯(cuò)參考答案：A第37題. 縱向整合:它發(fā)生在一家公司在某個(gè)行業(yè)細(xì)分市場里的份額不斷提高的時(shí)候。選項(xiàng)A：對選項(xiàng)B：錯(cuò)參考答案：B第38題. 焦點(diǎn)小組是一種通過小組討論的形式,圍繞系統(tǒng)的預(yù)設(shè)問題去征求個(gè)人觀點(diǎn)的營銷調(diào)研技術(shù)。選項(xiàng)A：對選項(xiàng)B：錯(cuò)參考答案：A第39題. 首要影響區(qū)域?qū)β糜畏?wù)業(yè)市場營銷的媒體計(jì)劃有著很好的應(yīng)用,其不可以用郵政編碼進(jìn)行地區(qū)劃分。選項(xiàng)A：對選項(xiàng)B：錯(cuò)參考答案：B第40題. 最為有效的營銷方法或營銷技術(shù)需要依據(jù)目標(biāo)市場的特點(diǎn)加以確定。選項(xiàng)A：對選項(xiàng)B：錯(cuò)參考答案：A第41題. 在很多情況下,“直接調(diào)查”和“問卷調(diào)查”這兩個(gè)術(shù)語通常不能呼喚使用。選項(xiàng)A：對選項(xiàng)B：錯(cuò)參考答案：B第42題. 非定期航班承運(yùn)商是指那些獲準(zhǔn)經(jīng)營包機(jī)業(yè)務(wù)