Exam 2

Question 1

9. Facilitating products are those services or goods that must be present for the guest to use the core product.

Accepted Answer

True

Question 2

14. Face-to-face, direct-mail, telemarketing, and kiosk marketing are major forms of digital and social media marketing.

Accepted Answer

False

Question 3

8. Direct connections with carefully targeted individual to obtain an immediate response is known as:

Accepted Answer

Direct marketing

Question 4

10. Sales promotions are most effective in building long-run brand preferences.

Accepted Answer

False

Question 5

3. An internal customer for an organization is:

Accepted Answer

An employee

Question 6

7. The promotional tool that rewards customers for a quick, short-term response is:

Accepted Answer

Sales promotions

Question 7

5. Costs that do NOT vary with production levels are called:

Accepted Answer

Fixed costs

Question 8

11. Effective direct marketing begins with a good:

Accepted Answer

Customer database

Question 9

6. The first stage of the promotion process is:

Accepted Answer

Identifying the target audience

Question 10

4. Charging $0.99 instead of $1.00 is an attempt to engage in:

Accepted Answer

Psychological pricing

Question 11

12. Destinations have no form of actual or perceived boundary.

Accepted Answer

False

Question 12

2. The first stage in the internal marketing process should be:

Accepted Answer

Establishment of a service culture

Question 13

13. Destination competitiveness requires an understanding of two important concepts: comparative and growth advantages.

Accepted Answer

False

Question 14

1. The additional consumer services and benefits built around the actual product are called the:

Accepted Answer

Augmented product

Questions 14