MRKT 472 - Chapter 1 - 3

Production and consumption are largely simultaneous with services

A property’s positioning statement expresses the property’s uniqueness

External sources of marketing information include trade associations, trade journals and periodicals, popular periodical

Salespeople do not sell guestrooms or banquet rooms; they sell the use of these rooms. This refers to ...

Even the “controllable” variables in the marketing mix (the Four P’s) are not absolutely controllable

The job of ____ s to coordinate all promotional materials, establish a good public image for the property

Looks at booking patterns, the potential lifetime value of a client, and other variables to determine pricing strategies

mrkt team should include at least 1 representative from each revenue center; nonrevenue areas should be represented too

Individual ___ should also be established for each market segment and each action plan designed to reach that segment

'An unused guestroom, an empty restaurant seat, or an unfilled tee-off time represents business lost forever'

Who is the best instructor?

The same employee may provide varied levels of service from day to day

Marketing is the foundation for sales; without a marketing plan based on thorough research, sales efforts may be wasted

____________ are times when demand for a property and its services is lowest.

________ usually respond to stories or illustrations that relate to them and their goals

The marketing plan should be reviewed periodically so that corrective action can be taken throughout the planning cycle

Branding and positioning will not be important factors in hotel and restaurant marketing

Which of the following positions within a big hotel would manage a phone sales staff responsible for porspective calls?

________ involves two or more firms, joining together to benefit from each other’s strengths

Long-Range Marketing Planning forces managers to think ahead and make better use of resources

The ______ forecasts supply and demand, and researches the potential profitability of groups, among other duties

Advertising and direct mail campaigns best fit into which of the following components of the hospitality  marketing mix?

A property wants to create the mix of business that will generate the greatest revenue and produce the most profit

Order-takers avoid prospect interaction; sales-makers reach out, engage, and interact with prospects

The ________ is responsible for maintaining sales paperwork, freeing salespeople to solicit clients

Which of the following steps in the cycle of marketing planning involves property, competition, and marketplace analysis

Direct efforts to sell a product or service through personal contact, telecomunication, and advertising & otherpromotion

Customers cannot see, touch, or use the hospitality experience before they buy it

_________________ refers to the accessibility of the product to consumers

The Hospitality Industry Marketing Mix

A __ must be made to feel that the decision to buy is entirely his or her own; salespeople should present 2 or 3 options

This director may also handle key accounts, assist salespeople when necessary,& prepare sales reports for top management

Price-rate decisions can have an impact on a property’s image;

CRM stands for?

RevPar stands for?

Customer relationship management seeks to help a business build a repeat customer base by developing relationship

Two or more companies joining together to benefit from each other’s strengths is termed __________  marketing.

Salespeople should know exactly what is expected in terms of deadlines, sales quotas, numbers and types of sales calls,

At small properties, there's no marketing and sales departments or professionals

Property analysis is present in which step of the marketing plan?