Multiple Choice

Chapter 1: Today’s Marketing Environment

1. Which of the following is NOT a branch in Sadhguru’s portfolio of product offerings?

a. Isha Walks

b. Isha Craft

c. Isha Airlines

d. Isha Life

2. Sadhguru is spreading his tentacles overseas, recently establishing the Isha Institute of Inner Sciences where in the US?

a. Tennessee

b. South Carolina

c. Idaho

d. Georgia

3. Which of the following is NOT a benefit of economic globalization?

a. Economic rewards

b. Opportunities for host communities to benefit from foreign exchange

c. Enhanced livelihoods of destination communities

d. Increased power in the hands of a small number of travel organizations

4. For inbound tourism expenditures, which country is far ahead of all the others?

a. France

b. UK

c. US

d. China

1. Which country spends more on tourism to other countries than any other group?

a. France

b. UK

c. US

d. China

6. Which of the following is NOT an uncontrollable element for international marketers?

a. Research decisions

b. Political instability

c. Economic climate

d. Cultural problems

7. Which of the following is NOT a controllable element for international marketers?

a. Distribution

b. Price

c. Promotion

d. Level of technology

8. In the 2000s, which country was accused of ethnocentrism, the notion that one’s own culture or company knows best how to do things?

a. Russia

b. America

c. UK

d. Canada

9. Knowledge of the customer, and all that it implies for management decisions, is generally referred to as:

a. consumer or marketing orientation

b. international marketing

c. tourism and hospitality marketing

d. customer service

10. The text suggests that airlines from what part of the world are shaking up the North American market by offering high-quality service at lower prices?

a. Australia

b. Far East

c. Persian Gulf

d. All of the above

11. Royal Caribbean’s Harmony of the Seas was the world’s largest cruise ship in 2016. How many passengers could it carry?

a. 3,780

b. 6,780

c. 9,780

d. 780

12. Which recent acquisition is set to shake up the hotel sector?

a. The purchase of Starwood Hotels by Marriott International

b. The purchase of Hilton by Marriott International

c. The purchase of Starwood Hotels by Hilton

d. The purchase of Marriott International by Starwood Hotels

13. Why are events so important for tourism destinations?

a. Events are a great anchor for attracting tourism

b. Events can help in improving a place’s image

c. Events are an occasion to celebrate local culture and interact within the community

d. All of the above

14. The case study on the Bonnaroo Music & Arts Festival suggests that the festival employs which of the following digital marketing techniques?

a. establishing relationships with bloggers to stimulate excitement for the concerts

b. leveraging social media sites such as Facebook and Twitter to achieve maximum exposure

c. exploring mobile technology

d. all of the above

15. In 2012, Bonnaroo announced its musical lineup on:

a. Spotify

b. Facebook

c. Twitter

d. Its website

16. Which of the following is NOT part of the microenvironment?

a. the organization itself

b. marketing channel firms

c. customer markets

d. competition

17. Which of the following is NOT a major force in a company’s macroenvironment?

a. demographic forces

b. geological forces

c. economic forces

d. technological forces

18. At the time of writing, the British Foreign Office was advising against journeys to all, or parts, of more than 60 countries. The majority of these were where?

a. The Far Est

b. Australasia

c. Africa or the Middle East

d. North America

19. Myanmar’s “Let The Journey Begin” branding campaign focused on:

a. the hotels and restaurants in the country

b. Myanmar’s rich cultural heritage

c. the beaches

d. the country’s nature

20. Myanmar’s “Let The Journey Begin” branding campaign used which of the following communication techniques to expose the new brand?

a. Travel trade shows

b. Television commercials

c. Printed materials

d. All of the above

Chapter 2: Understanding Today’s Consumer

1. Charie Locke is the owner of which ski resort in Canada?

a. Lake Louise

b. Banff Mount Norquay

c. Sunshine village

d. Whisteler

2. What three aspects compose consumer behaviour analysis?

a. consumer motivations, consumer studies, and consumer patterns

b. consumer typologies, consumer motivations, and the consumer purchasing process

c. consumer patterns, consumer typologies, and the consumer purchasing process

d. consumer motivations, consumer studies, and consumer typologies

3. Which of the following statements is accurate regarding motivations?

a. they are inner drives that cause people to take action to satisfy their needs

b. Maslow created a hierarchy to categorize motivations

c. motivations have a direct influence on consumer behavior

d. both a and c are correct

4. Which of the following statements is NOT accurate?

a. Beliefs are ingrained feelings towards aspects of life and are more difficult to change than attitudes

b. Factors influencing motivation and purchase include learning, beliefs and attitudes, and perception

c. Learning is formed through past experiences which develop into a mental inventory of expectations

d. Perception is shaped by information that people filter and then retrieve

5. Choosing to interpret different stimuli in different ways, often ignoring some factors while enhancing others, is known as:

a. selective distortion

b. significative stimuli

c. a mind-picture

d. selective perception

6. How is culture transmitted?

a. mental programming

b. symbolic gestures

c. the spoken and written word

d. b and c

7. Which of the following statement is TRUE about the senior market?

a. the senior market is tied to seasonal travel due to reduced mobility

b. involves longer trips

c. is wedded to midweek or weekend travel

d. it is not a lucrative market

8. A recent study from the London School of Economics identified a new model of class with seven classes. Which of the following is NOT one of them?

a. elite

b. precariat

c. traditional upper class

d. traditional working class

9. Lifestyle analysis examines the way people allocate:

i. activities

ii. time

iii. energy

iv. money

a. i, ii, and iv only

b. ii, iii, and iv only

c. iii and iv only

d. i and ii only

10. What is the concept of the family life cycle based on?

a. the premise that travel patterns and destinations vary as people live together

b. the premise that when people live together their way of life changes

c. the study of non-nuclear families

d. none of the above

11. When it comes to marketing plans, the X Games is heavily weighted towards:

a. social media and online advertising

b. sponsorships

c. print advertising

d. product placements

12. Which of the following statements is FALSE concerning Plog’s tourist motivation model?

a. Plog found that the majority of the population was psychocentric

b. psychocentrics prefer familiar destinations, packaged tours, and “touristy” areas

c. Plog’s theory has been criticized as being difficult to apply

d. it has two dimensions: allocentrism/psychocentrism and energy

13. Which of the following classifications of tourists was NOT proposed by Cohen?

a. the individual mass tourist

b. the drifter

c. the roamer

d. the organized mass tourist

14. What are the three levels of commitment in the buying process?

a. truncated, extended, and habitual

b. extended problem solving, habitual problem solving, and limited problem solving

c. habitual, limited, and unlimited

d. extended, limited, and unlimited

15. Role adoption will also influence the buying process. Which of the following is NOT one of those roles?

a. decider

b. searcher

c. initiator

d. buyer

16. In order to close a sale within a business-to-business market, it has been argued that the supplier has to identify and satisfy all _______________ in the decision-making unit.

a. groups

b. deciders

c. buyers

d. stakeholders

17. Which of the following are trends or demands in consumer behavior that are currently influencing tourism and hospitality marketing?

a. ethical consumption

b. customization, convenience, and speed

c. wellness

d. all of the above

18. Which of the following statements is TRUE?

a. two trends are emerging: the desire for personalized service and the desire for highly specialized trips

b. travel agents and tour operators have been slow to react to the changing needs of customers in regards to customization

c. requests for customized and personalized vacations are rising

d. both a and c

19. In the case study, “Hotels Responding to ‘Bleisure’ Trend”, which of the following companies are seen to be responding to this trend?

a. Pullman

b. Westin

c. The Sanctuary

d. All of the above

20. “Bleisure” refers to the fact that:

a. The lines between business and leisure travel are becoming increasingly distinct

b. The lines between business and leisure travel are becoming increasingly blurred

c. The lines between female business and leisure travel are becoming clearer

d. Business travelers are taking less holidays

Chapter 3: Digital Marketing

1. What position did Louise Dendy hold before being offered her current job as PR specialist for Kobe City Government?

a. translator and interpreter in the City Hall International Department

b. public relations specialist for the City Hall

c. translator and interpreter for Kobe City Government

d. none of the above

2. In 2016, Dendy spearheaded an innovative initiative to harness the social networks of local key influencers to help promote the city. What was it called?

a. Kobe social connections

b. the PR Ambassador scheme

c. the Kobe celebrity scheme

d. Kobe Social Media Stars

3. What type of information source have dominated the travel shopping market in the last decade?

a. online information sources

b. traditional (magazines, brochures, etc.)

c. TV

d. none of the above

4. The chapter gives examples of three companies using virtual reality to promote their products and services. Which of the following is NOT one of them?

a. Marriott

b. Destination British Columbia

c. Monarch Airlines

d. Kobe City

5. Which of the following is still very effective in communicating with customers despite the increasing importance of social media?

a. TV

b. email

c. brochures

d. website banners

6. In what step of buying process does a “deeper connection” begins?

a. before purchase

b. after Purchase

c. during purchase

d. when the customer wants to decide

7. Which of the following is a dominating digital marketing in today’s communications environment?

a. email

b. blogs

c. social media

d. news networks websites

8. According to McKinsey, what percentage of customers look at product/service reviews when they intend to purchase something?

a. More than 60 percent

b. 50 to 60 percent

c. 30 to 40 percent

d. Less than 30 percent

9. Where did Marriott first unveiled the Marriott (“M”) Live concept?

a. Hong Kong

b. London, UK

c. Paris, France

d. Bethesda, Maryland

10. According to the M Live case, which nationality are heavy users of Twitter, sending out a minimum of five million tweets a day?

a. Chinese

b. Indonesians

c. American

d. Indians

11. According to Chapter 3, social media spending is currently 13 percent of marketing budgets, but in five years marketers expect to spend more than ……….. per cent of their budgets on social media.

a. 51

b. 41

c. 21

d. 31

12. What company used Foursquare as part of an innovative social media campaign that focused on random acts of kindness?

a. Virgin

b. Marriott

c. Dutch Airline KLM

d. British Airways

13. Which of the following is considered as an attribution of “brand community”?

a. specialization

b. non-geographically bound communities

c. based on a structured set of social relationships among admirers of a brand

d. all of the above

14. Why are brand communities important for companies these days?

a. because of the geographic spread

b. because the use of the Internet is more pervasive

c. because the quality of the communication exchanged between customers reduces the level of uncertainty about the company and its products

d. because social media is the most effective platform for communication

15. What is the main downside to the proliferation of online social networks for tourism marketers?

a. technical support

b. huge cost

c. the loss of control over the consumer evaluation process

d. less consumer engagement

16. Which of the following is a challenge for marketers using social media?

a. low influence on consumers

b. measuring the return on investment is difficult

c. it needs a lot of technical knowledge

d. high cost

17. What has become the most critical issue for marketers in recent years?

a. how to conduct social media marketing

b. how to manage consumer reviews on Twitter

c. how to choose the most effective mix of online and offline marketing channels

d. all of the above

18. The text suggests that marketer need to do what to social review sites?

a. embrace them

b. ignore them

c. change them

d. try to have them removed

19. Tourism Queensland claims that the inaugural Best Job in the World campaign generated more than …………… of equivalent media advertising space for just a $1m investment.

a. $1 million

b. $80 million

c. $40 million

d. $180 million

20. Ben Southall is now:

a. an Adventure Advocate

b. Digital Journalist Presenter

c. a motivational speaker

d. all of the above

Chapter 4: The Marketing Plan

1. Hotel troubleshooter Michael Goget’s latest assignment in Chicago is with which hotel group?

a. Peninsular

b. Park Hyatt

c. Ritz Carlton

d. Trump

2. Fundamental to the success of Michael Goget’s marketing plan is:

a. a full understanding of the hotel’s culture, character, and market position

b. differentiation from rival brands

c. communicate this differentiation to the world

d. all of the above

3. The first step in developing a marketing plan is to establish the corporate connection. This step involves ensuring that the marketing plan will support:

a. the corporate strategy

b. the company’s sales objectives for each quarter

c. a and d only

d. the company’s mission statement

e. none of the above

4. The purpose of an executive summary is to:

a. sum up the main points of the marketing plan

b. provide an exhaustive list of all the details involved in each of the eight steps

c. save the marketing manager from having to read the entire marketing plan

d. highlight points of interest for the reader

e. outline the goals and objectives of the marketing plan

5. Which of the following is a TRUE statement concerning goals and objectives?

a. Goals are the specific activities that accomplish objectives whereas objectives are the primary aims of the organization

b. Goals are the primary aims of the organization whereas objectives are the specific activities that accomplish goals

c. Objectives are often defined in terms such as sales growth, market leadership, and increased profitability

d. Goals represent day-to-day activities that the organization desires to carry out

6. Which of the following statement(s) is/are FALSE concerning mission statements?

a. A mission statement answers the question, “What business are we in?”

b. A mission statement is the company’s best tool for holding itself accountable to employees, customers, and investors

c. A mission statement answers the question, “What do we want to be?”

d. a mission statement is a broad statement about an organization’s business and scope, goods or services, markets served, and overall philosophy

7. The Boston Consulting Group model for portfolio analysis plots products on a two-by-two matrix comparing:

a. long-term planning to economic forecasts

b. future contribution to current potential

c. performance to promise

d. market growth rate to relative market share

e. none of the above

8. Competitor analysis allows for which of the following to take place?

i. determine the level of customer loyalty

ii. determine relative market share

iii. identify and highlight market trends

a. i only

b. ii only

c. iii only

d. ii and iii only

e. i, ii, and iii

9. What do general competitors do?

a. they make the same product

b. they compete for the same tourism dollars

c. they offer similar goods and services to the same consumer at a similar price

d. they provide the same service

10. Which of the following is/are an advantage of market segmentation?

a. increased customer satisfaction

b. more persuasive advertising and promotional efforts

c. effective use of media

d. satisfied social needs

e. all of the above are advantages

11. Which of the following is/are TRUE concerning a SWOT analysis?

a. c and d are both true

b. it is administered periodically rather than continually

c. it looks at both internal and external factors that impact an organization

d. it is best carried out early in the planning process

e. none of the above are true

12. Developer Samih Sawiris’s plan was to transform Andermatt in Switzerland into what?

a. a year-round resort

b. the best ski resort in the world

c. a ski resort that could host major events

d. a “smart” community

13. Andermatt is using which of the following social media platforms?

a. Facebook and Twitter

b. YouTube

c. Tripadvisor

d. All of above

14. When discussing qualitative and quantitative forecasting techniques:

a. qualitative techniques rely on analysis of past and current data.

b. quantitative techniques are susceptible to subjective interpretation.

c. qualitative techniques include the Delphi technique and scenario planning.

d. quantitative techniques are based on detailed subjective analysis.

15. Which of the following statement(s) is/are FALSE concerning goals and objectives?

a. objectives are usually at the tactical level

b. objectives are activities that accomplish goals

c. sub-objectives are established to ease the task of specifying precise objectives

d. goals are usually at the strategic level

16. According to the text, which area of the marketing plan can be considered the most important?

a. development of positioning strategies

b. defining the current situation through analysis and forecasting

c. target market selection

d. communicating the plan

17. Which of the following statements is FALSE concerning positioning?

a. it is used to achieve a sustainable competitive advantage over competitors

b. it is a communications strategy

c. it is how the consumer perceives the product or service in a given market

d. the steps needed to develop a positioning strategy are product differentiation, prioritizing and selecting the competitive advantage, and communicating and delivering the position

Anss: D

18. The final step in the planning process is to ensure that objectives will be achieved in the required time, using the funds and resources requested. This is called:

a. action plans

b. tactics

c. marketing control

d. corporate connection

19. One of the main priorities for the Mayor of Winneba, Ghana, is to expand which festival?

a. Lion Festival

b. Deer Hunt Festival

c. Winneba Stars Festival

d. Winneba Music Festival

20. What is the mayor doing to attract more international attention?

a. advertising on global television

b. using celebrity endorsement

c. engaging professional event organizers

d. traveling overseas to promote the festival himself

Chapter 5: The Tourism and Hospitality Product

1. Which of the following does Jo Arnett-Morrice NOT DO to ensure the success of the Dance World Cup?

a. help her teams with fundraising

b. pay for television advertisements

c. provide photographic and video footage

d. employ direct marketing, word of mouth, and social media strategies

2. What was the reality show called that base an entire season’s script on the Dance World Cup?

a. Dance Forever

b. Dance Mums

c. Dance Girls

d. Forever Dance

3. What are the three levels of tourism products?

a. the augmented product, the intangible product, and the core product

b. the outer product, the core product, and the augmented product

c. the core product, the tangible product, and the intangible product

d. the augmented product, the tangible product, and the core product

4. Why is tourism considered in sectors rather than as a single industry?

a. because tourism products are intangible and are easier to classify by sector

b. early development of the industry fell naturally into clusters of sectors

c. tourism constitutes such a wide span of products that it is necessary to consider it in terms of sectors

d. the tourism industry is not considered in sectors

5. During a recent staff meeting of the marketing department, conversation focuses on recent trends in electronic sales. Your co-worker mentions that he recently purchased a digital camera that included a three-year manufacturer’s warranty. This warranty is an example of what type of product?

a. the tangible product

b. the tourism marketing product

c. the modified product

d. the augmented product

6. When discussing elements of physical evidence for tourism and hospitality products, which category do brochures typically fall into?

a. servicescape facility exterior

b. other tangibles

c. servicescape facility interior

d. customer satisfaction aides

7. You recently visited your doctor’s office and noticed that the waiting room had been redecorated. You also notice that you felt slightly nervous and anxious about your appointment, whereas in the past you were always calm and at ease. This is an example of a servicescape affecting you in what way?

a. physiologically

b. emotionally

c. mentally

d. cognitively

8. Which of the following industries are shaping the growth of the events sector?

a. the hospitality industry

b. tourism industry stakeholders

c. marketing and public relations practitioners

d. all of the above

9. Which stage in the product life cycle is characterized by slow sales?

a. product development

b. maturity

c. introduction

d. both c and d

10. What stage of the Product Life Cycle is characterized by length, price wars, and heavy competition?

a. introduction

b. maturity

c. growth

d. decline

11. Which recent acquisition is set to shake up the hotel sector?

a. The purchase of Starwood Hotels by Marriott International

b. The purchase of Hilton by Marriott International

c. The purchase of Starwood Hotels by Hilton

d. The purchase of Marriott International by Starwood Hotels

12. Peter has been researching branding strategies for a class project. He came across several companies which have recently experienced brand decay. Which of the following is NOT a cause of brand decay?

a. a merger

b. a takeover

c. brand revisions

d. brands are overstretched into new products

13. Which of the following terms refers to the process of taking a well-known brand and extending it into a new area that will “kill” the brand?

a. fencing

b. brandicide

c. brand extinction

d. packaging

14. The “Fly Like a Pterosaur Exhibit” was at what museum?

a. American Museum of Natural History

b. Art Institute of Chicago

c. Smithsonian American Art Museum in Washington

d. Sukiennice Museum in Kraków

15. Of the four new product development alternatives discussed in the text, which one involves an existing customer base and a totally new product?

a. diversification

b. product development

c. market development

d. market penetration

16. What are the four stages of the New Service Development Model?

a. idea generation, test design, modification, and evaluation

b. new idea generation and development, introduction, test design, and maturation

c. new idea generation and development, go/no go, test design, and evaluation

d. new idea generation and development, go/no go, project authorization, and evaluation

17. What are the four stages of the New Service Development Model?

a. idea generation, test design, modification, and evaluation

b. new idea generation and development, introduction, test design, and maturation

c. new idea generation and development, go/no go, test design, and evaluation

d. new idea generation and development, go/no go, project authorization, and evaluation

18. During which stage of the New Service Development Model does a comprehensive investigation into the business implications of each concept take place?

a. project authorization

b. business analysis

c. marketing design and testing

d. concept development

19. The case study “Hotels That Don’t Miss a Beat” focused on what type of themed hotels?

a. Animal-themed

b. Roman-themed

c. Music-themed

d. Las Vegas-themed

20. Which part of the world will you find the Hotel Pelirocco?

a. Germany

b. Holland

c. Mexico

d. England

Chapter 6: Pricing

1. scoutski.com is what?

a. a one-stop shop where you can book your ski trip

b. a Japanese tour operator

c. a website for scouts who want to ski

d. all of the above

2. Sarah Plaskitt’s attitude towards joint promotions is that?

a. She loves them

b. She tends to avoid them

c. She is experimenting with them

d. She does not do any promotion

3. When setting prices for its products, what must an organization aim to strike a balance between?

a. making a profit and gaining acceptance

b. covering costs and generating a profit

c. staying competitive and paying suppliers

d. maximizing revenue and minimizing costs

4. What does the “price-quality trade-off” refer to?

a. a low price implies low quality

b. consumers are likely to pay a higher price for better quality products

c. quality can be sacrificed for price

d. price and quality are inversely related

5. What term best describes the process of offering a product or service at a lower price than the price charged by the competition?

a. price competition

b. Price cutting

c. non-price competition

d. discount pricing

6. What two variables affect the price elasticity of demand?

a. quantity sold and equilibrium price

b. quantity demanded and price

c. quantity supplied and quantity demanded

d. price and quantity supplied

7. A hotel chain has decided to reduce its room rates for the coming long weekend. Within two days of announcing this to consumers, the hotel is fully booked for the weekend. This is an example of what?

a. an elastic supply curve

b. an inelastic supply curve

c. an elastic demand curve

d. an inelastic demand curve

8. What is a difficulty with using a willingness to pay assessment?

a. It is difficult to control factors that will influence consumer decisions

b. It is difficult to find a method to measure the likelihood of consumers agreeing to pay a given price

c. There are no difficulties with this assessment method

d. Discrepancies between what people say they will do and their actual behaviour

9. You have entered into a discussion with a fellow classmate regarding strategic approaches to pricing. She feels that premium pricing is unfair as it sets prices higher than necessary and is disadvantageous to consumers. Based on what you have read in the text, your response is:

a. to agree: premium pricing is unfair since it takes advantage of unsuspecting consumers

b. to disagree: premium pricing is fair provided that the customer receives the appropriate benefits

c. to agree: not only is premium pricing unfair to consumers, it also hurts smaller retailers who cannot risk charging such high prices

d. to disagree: if the government allows such pricing strategies to exist, it must be fair and acceptable

10. When European budget carrier Ryanair announced a plan to offer $10 tickets for flights between London and New York, it was engaging in what type of pricing strategy?

a. break-even analysis

b. undercut pricing

c. cost-plus pricing

d. price lining

11. When investigating prestige pricing, one must bear in mind that:

a. consumers will only pay the additional premium if they receive high quality

b. it is most successful for mature products or services

c. the ability to charge premium prices is often short-lived

d. the industry must be free of any competitors employing the same strategy

12. An organization develops a new product with a short life cycle and recognizes that it will recover its marketing and organizing costs quickly. Which pricing strategy should the organization use?

a. market skimming

b. prestige pricing

c. negotiating

d. penetration pricing

13. Which of the following is true about prices at the Madada Mogador boutique hotel in Morocco?

a. Prices remain the same all year round

b. Prices are adjusted depending on the time of year

c. Prices are higher in the summer

d. Prices are discounted if the rooms are not selling

14. At the Riad Dar Maya, which of the following is NOT true about prices?

a. there is some seasonal change

b. they are higher at Christmas, Easter, August

c. they are higher during the Gnaoua World Music Festival

d. they remain the same all year round

15. Which of the following statements is FALSE concerning promotional pricing?

a. It is often used in conjunction with product-bundle pricing

b. It is usually done for a short period of time

c. Products are temporarily sold above their normal list price

d. It is often used to introduce new or revamped products

16. A price spread is a range of products that will suit the ___________of all target markets.

a. budgets

b. expectations

c. demands

d. perceptions

17. Which of the following is NOT used to calculate yield?

a. how much customers spend

b. the number of customers

c. the number of products customers buy

d. the costs of supplies and materials

18. Which of the following does NOT affect pricing policies for the tourism and hospitality sector?

a. low fixed costs

b. variability of demand

c. late booking

d. fixed capacity

19. Dublin-based Ryanair has introduced the following strategies in order to cut prices

a. no complimentary food and beverage services

b. very low luggage allowances

c. surcharges for extras such as wheelchair service

d. all of the above

20. According to the final case study, which airline is still the only airline offering direct low-cost transatlantic travel to UK passengers?

a. Norwegian

b. British Airways

c. Ryanair

d. Emirates

Chapter 7: Distribution

1. What type of intermediary is Elena Ulko’s company?

a. a travel agent

b. a tour operator

c. a meeting planner

d. none of the above

2. Elena Uko has found that one of the main inconveniences of working with online intermediaries is:

a. there is too much time spent on customer communication

b. that there is no customer communication involved

c. customer communication is too complex

d. there are language problems

3. What is the primary purpose of a distribution system?

a. to determine the specific needs and wants of the customer

b. to provide an adequate framework for making a company’s product or service available to customers

c. to help with pricing goods and services

d. to create and maintain high sales volumes

4. From the following list, select those who are marketing intermediaries.

i. corporate travel managers

ii. travel specialists

iii. travel agents

iv. tour operators

a. i and ii

b. i, ii, and iv

c. i, ii, iii, and iv

d. iii and iv

5. Travel agencies perform distinct functions that pertain to a company’s distribution system. Which of the following is NOT one of them?

a. Distribution and sales network

b. Reservations and ticketing

c. Information provision and travel counseling

d. Welcoming guests in a resort

6. What market do tour operators typically focus on?

a. the senior market

b. the leisure market

c. the business travellers

d. those visiting friends and relatives

7. G Adventures in Toronto has chosen to target which segment for its tours?

a. young, adventurous individuals

b. old, adventurous individuals

c. young, unadventurous individuals

d. Baby Boomers

8. Convention and meeting planners are important intermediaries for which travel sector?

a. leisure

b. skiers

c. adventure

d. business

9. The OTA sector is becoming increasingly consolidated. For example, in 2015, Expedia purchased which company for about $1.3 billion?

a. TUI

b. Thomas Cook

c. Orbitz Worldwide

d. Expedia

10. In Kerala, India the Airbnb concept is echoed in what trend?

a. sharing economy

b. homestays

c. bed and breakfast

d. shortbreaks

11. While running his own business, K.P. Francis works as a consultant for who?

a. Kerala’s tourism industry

b. topnotch hotels

c. hospitals in Kerala

d. one-star hotels

12. Why are consumers attracted to the sharing economy?

a. lower prices

b. better accessibility

c. great flexibility

d. all of the above

13. The sharing economy has led to the phenomenon of ………………… on services like Uber and Airbnb, where customers themselves are rated in addition to businesses.

a. customer reviews

b. Tripadvisor

c. two-way reviews

d. one-way reviews

14. Which of the following is NOT seen by TUI as an advantage of a vertical marketing system?

a. controlling the end-to-end customer journey

b. growth is accelerated

c. significant corporate and operational synergies

d. each company in the system can maximize its own success

15. An alliance is a partnership formed when two or more organizations combine _______________ through a contractual agreement that allows them to overcome each other’s weaknesses by benefiting from each other’s strengths.

a. strategies

b. forces

c. finances

d. resources

16. You are considering becoming a franchisee to a popular restaurant chain. Based on what you are reading in the text, please select the most accurate statement from the list below.

a. Franchisees seldom run more than one franchise

b. A franchiser grants franchisees the right to engage in offering, selling, or distributing their goods or services under any marketing format

c. A franchiser grants franchisees the right to engage in offering, selling, or distributing their goods or services under its marketing format

d. Services are seldom provided to franchisees for free and they must adhere to strict guidelines

17. An organization can consider three broad distribution strategy choices. Which of the following is NOT one of them?

a. intensive distribution

b. exclusive distribution

c. vertical distribution

d. selective distribution

18. Before an organization begins to design its distribution strategy, it is important that it consider which of the following factors?

a. market coverage

b. positioning and image

c. motivation of intermediaries

d. all of above

19. The National Brotherhood of Skiers (NBS) tends to attract which market segment?

a. African-American

b. Latinos

c. Baby Boomers

d. Skiers aged between 20 and 30

20. The NBS Summit is the largest gathering of skiers and riders among all US ski conventions. What is the primary focus?

a. snowboarding

b. ski races

c. socializing

d. business meetings

Chapter 8: The Role of Advertising and Sales Promotions

1. In the opening case study about Eustasio Lopez, which hotel of his is said to be the company’s cash cow?

a. Costa Meloneras

b. Villa del Condé

c. Baobab

d. Lopez

2. When Russian tourism numbers began to burgeon, Lopesan specifically targeted this newer tourism market through which communications channel?

a. television

b. brochures

c. the Internet

d. email

3. Which of the following statements about promotion is FALSE?

a. Promotion is a short-term activity with short-term investment and immediate results.

b. Promotion, when used effectively, builds, and creates an identity for the product or the organization.

c. Brochures, advertisements, and in-store merchandising are examples of promotions.

d. All aspects of the promotional effort should project the same image to the consumer.

4. The AIDA model of communication is commonly used in advertising. AIDA stands for which of the following?

a. Attention, Interest, Direction, Attitude

b. Attention, Insight, Direction, Action

c. Attitude, Interest, Desire, Action

d. Attention, Interest, Desire, Action

5. All the hierarchies of effects models assume that an effective advertisement makes the receiver think about the product, feel positively towards it, and do something to purchase it. Lavidge and Steiner label these the _______, _______ and _______ stages of the response.

a. awareness, knowledge, and action

b. cognitive, affective, and conative

c. awareness, affective, and conative

d. intuitive, cognitive, and behavioral

6. As tourism markets and the media have grown more complex and fragmented, it is important for marketers to unify all marketing communications tools, corporate, and brand messages, so they send a consistent, persuasive message to target audiences. This is known as:

a. campaign strategy

b. integrated marketing communications

c. creative communication

d. media promotional strategy

7. Which of the following strategies flows from an understanding of the key communication problems and objectives, and outlines the impression the campaign intends to convey to the target audience?

a. Campaign strategy

b. Media strategy

c. Message strategy

d. Situation analysis strategy

8. A promotion strategy where the producer promotes the product to wholesalers, the wholesalers promote to retailers, and the retailers to consumers is known as the:

a. pull strategy

b. push strategy

c. a and b only

d. promotion strategy

9. This strategy calls for spending a large amount on advertising and consumer promotion to build up consumer demand. If successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers.

a. pull strategy

b. push strategy

c. a and b only

d. promotion strategy

10. Brand USA engaged which marketing agency to determine the perceptions of the US around the world?

a. JWT

b. Carnival

c. Ogilvy

d. DiscoverAmerica.com

11. In selecting the overseas markets for its targeted campaigns, Brand USA relied on which of the following criteria?

a. annual volume of visitors

b. total annual tourism revenue

c. cost of buying media in the country

d. all of the above

12. Setting a specific communication task to be accomplished with a specific target audience during a specific period of time is the step in developing an advertising plan known as the:

a. advertising objective

b. advertising agency decision

c. message strategy

d. media strategy

13. Each of these are methods marketers can use to set their advertising budget except:

a. affordable method

b. objective and task method

c. percentage of sales method

d. equal share of budget method

14. A popular television show has 98 000 target viewers, and the cost of a 30 second announcement during the show is $600. What is the cost per thousand?

a. $6.84

b. $6.12

c. $16.33

d. $7.65

15. The outcome of the global versus local debate in international advertising has been three schools of thought on advertising in another country. Which of the following is NOT one of them?

a. standardization

b. localization

c. globalization

d. combination

16. Sales promotion is used to:

a. increase the value of its product by offering an extra incentive to purchase the product

b. encourage action

c. build brand identity and awareness

d. all of the above

17. Some objectives of sales promotion targeting a customer in tourism and hospitality might be to:

a. sell excess capacity as delivery date approaches

b. attract and reward regular and loyal customers

c. promote sampling of new products

d. all of the above

18. Which of the following is true regarding joint promotions?

a. they increase the cost of incentives offered to customers

b. they are for long-term campaigns

c. joint promotions are for organizations who have different target markets hoping to expand their market share

d. joint promotions combine their resources to their mutual advantage

e. b and d only

19. Why did Brazil launch a rebranding video two years in advance of the 2014 FIFA World Cup?

a. to raise the profile of the World Cup

b. to boost long-term tourism

c. to teach the world about Brazilian culture

d. all of the above

20. Brazil has been running prevention ads for many years to deter what type of tourists from visiting the country?

a. soccer hooligans

b. sex tourists

c. low spenders

d. terrorists

Chapter 9: Public Relations and Personal Selling

1. Van Aken spends a considerable amount of his time doing what?

a. solving problems for customers

b. making business deals with executives

c. cleaning carpets

d. in the restaurant

2. What type of company does Marcos Van Aken work for?

a. a large hotel group

b. an incentive and conference travel agency

c. a consultancy for customer service

d. a meeting planner

3. Which of the following is a category of public relations?

a. owned

b. paid

c. earned

d. all of the above

4. PR is broader in scope than:

a. publicity

b. marketing

c. relationship management

d. customer service

5. Which of the following is an important role of PR in tourism and hospitality?

a. maintaining a positive public presence

b. handling negative publicity

c. enhancing the effectiveness of other promotional mix elements

d. all of the above

6. Encouraging celebrities to ……….. tourism and hospitality products can result in considerable media coverage, and can therefore help to promote that particular product.

a. endorse

b. talk

c. promote

d. none of the above

7. Which of the following platforms has used by Brand USA to promote the country?

a. media

b. digital content

c. film and TV

d. all of the above

8. What is the problem with media monitoring and advertising equivalency?

a. they tend not to measure the quality of coverage

b. media control over public opinion

c. social media attracts more attention than traditional media

d. all of the above

9. For the practice of product placement, academics suggest that message impact should be assessed at:

a. recall

b. persuasion

c. behavioral levels

d. all of the above

10. Why is Stellenbosch in South Africa is a famous destination?

a. Wine

b. Big sport events

c. Historical attractions

d. The amazing coastline

11. What is the Stellenbosch Local Economic Development (LED) strategy?

a. a multi-stakeholder effort aiming to produce more wine

b. a multi-stakeholder effort aiming to unite economic stakeholders to cooperate in improving the economic future of the area

c. a multi-stakeholder effort aiming to link up with businesses in Cape Town

d. a multi-stakeholder effort aiming to attract more retirees to the area

12. Which of the following plays an important role in personal selling?

a. Communication

b. Products features

c. Promotion strategy

d. Making discounts

13. Sales people gather marketing intelligence on:

a. competitors

b. trends in market

c. product comparisons

d. all of the above

14. Sales representatives provide various services to customers including:

a. consulting on their problems

b. rendering technical assistance

c. arranging finance and expediting delivery

d. all of the above

15. Which of the following is the objective of personal selling?

a. Sales volume

b. Cross selling

c. Market share

d. All of the above

16. What is the very first job of a sales manager?

a. increasing sales volume

b. recruiting sales people

c. training sales people

d. developing sales strategy

17. Sales budget is a part of the:

a. Sales strategy

b. Sales plan

c. Sales report

d. Sales performance

18. Which of the following options best represents the sales process?

a. Prospecting and Qualifying, Preplanning, Presentation and Demonstration, Negotiation, Handling Objections and Questions, Closing the Sale, Following Up after Closing

b. Preplanning, Prospecting and Qualifying, Presentation and Demonstration, Negotiation, Handling Objections and Questions, Closing the Sale, Following Up after Closing

c. Preplanning, Presentation and Demonstration, Negotiation, Handling Objections and Questions, Closing the Sale, Prospecting and Qualifying, Following Up after Closing

d. Prospecting and Qualifying, Preplanning, Closing the Sale, Presentation and Demonstration, Negotiation, Handling Objections and Questions, Following Up after Closing

19. Which of the following is discussed in the case study as one of Hawaii’s tourism attractions?

a. film tourism

b. inexpensive travels

c. historical attraction

d. none of the above

20. Kualoa Ranch in Hawaii is primarily used for:

a. raising cattle

b. hosting weddings

c. as a film set and for movie tours

d. hiking tours

Chapter 10: Role of Customer Service in Marketing

1. Customer service standards at Pestana are set in regard to which of the following?

a. regular customer feedback

b. highly personalized customer contact via satisfaction questionnaires

c. TripAdvisor and Holiday Check

d. all of above

2. Pestana wants to to diversify its business model by doing what?

a. seeking out more lease and management contracts

b. purchasing theme parks

c. consulting in the at of customer service

d. none of the above

3. The modern concept of customer service has its roots in the …………. of the 1800s.

a. experience economy

b. agrarian economy

c. craftsman economy

d. service economy

4. Well-publicized research shows that companies can increase profits from 25 to 85% by retaining just …………. more of their customers.

a. 10%

b. 2%

c. 5%

d. 1%

5. Today, businesses have changed dramatically because:

a. the economy has shifted from a dependence on manufacturing to a focus on providing timely, quality service

b. the global recession of the twentieth century

c. the shift from traditional marketing to internet marketing

d. of political changes in the world

6. What are the keys to long-term profitability?

a. satisfaction

b. loyalty

c. both a and b

d. none of the above

7. In order to provide top-notch customer service, tourism and hospitality providers need to establish a……………….

a. strong service culture

b. strong consumer service

c. strong feedback system

d. strong branding strategy

8. For companies without a strong service culture, the switch to a customer-oriented system may require changes in which of the following options?

a. hiring

b. training

c. reward systems and customer complaint

d. all of the above

9. In the Apostle model, Defectors are those who have:

a. low satisfaction and low loyalty

b. low satisfaction and high loyalty

c. high satisfaction but low loyalty

d. high satisfaction and high loyalty

10. Corporate hospitality can be an effective way of:

a. entertaining prospective clients

b. establishing networking opportunities

c. consolidating customer relationships

d. all of the above

11. In the Digital Spotlight, which company developed the EpicMix card?

a. Virgin Airlines

b. Vail Resorts

c. Grand America

d. Pestana

12. EpicMix introduced two revolutionary brands during the 2014/2015 season. What were they?

a. EpicMix Card and EpicMix Challenges

b. EpicMix Guide and EpicMix Challenges

c. EpicMix Guide and EpicMix Adventures

d. EpicMix Guide and EpicMix Ski

13. What is the major cause of poorly perceived service?

a. poor after-sales services

b. high expectations

c. the difference between what a firm promises about a service, and what it actually delivers

d. all of the above

Ans C

14. Which of the following is considered as an attribution of a service promise?

a. realistic

b. attractive

c. implicit

d. simple

15. Research shows that the best way that a company can stand out and exceed consumer expectations for customer service is simply…….

a. do not make promises

b. deliver promised value at the right price

c. deliver more that expectations

d. all of the above

16. Which of the following is likely to occur at some point in time for many organizations specializing in hospitality, tourism, or events?

a. service delivery failure

b. service-oriented strategy failure

c. service culture failure

d. service quality failure

17. In what situation does a customer who is dissatisfied become even more loyal?

a. when he or she experiences a high level of excellent service recovery

b. when he or she experiences a high level of sympathy

c. when he or she experiences a high level of collaborating

d. none of the above

18. Which of the following correctly shows the service recovery process?

a. apology, urgent reinstatement, empathy, and symbolic atonement

b. empathy, apology, urgent reinstatement, and symbolic atonement

c. urgent reinstatement, empathy, apology, and symbolic atonement

d. apology, empathy, urgent reinstatement, and symbolic atonement

19. In the final case study, which company was given the mandate to bring UK service standards up to scratch for the London Olympics?

a. LOCOG

b. People 1st Training Company

c. Blue Badge

d. McDonalds

20. At the time of the Games, VisitBritain came up with an etiquette guide for interactions with visiting foreigners. What was it called?

a. GREAT

b. Delivering a First Class Welcome

c. Delivering a GREAT Welcome

d. Welcoming the World

Chapter 11: Marketing Research

1. Chitra Stern developed her knowledge of the industry through:

a. market research

b. talking to consultants

c. reading feasibility studies

d. all of the above

2. Which of the following was NOT one of the companies Stern did further research ON to fine-tune what they wanted to do?

a. Club Med

b. Robinson Club

c. Sheraton

d. Hilton

3. The marketing information system refers to the way in which an organization _____________, _______________, and ________________ its research in the marketing context.

a. collects, uses, distributes

b. gathers, implements, disseminates

c. collects, applies, distributes

d. gathers, uses, disseminates

4. Which of the following is NOT a reason to conduct tourism and hospitality research?

a. to develop goodwill

b. to maintain sales levels in situations where research findings are of interest to the public

c. to reduce the waste produced by tourists and tourist organizations

d. to identify, describe, and solve problems

5. Which of the following is NOT one of the eight categories of applied research?

a. research on the operating environment

b. research on suppliers

c. research on competition

d. research on place and distribution

6. Which is the correct order of the stages in the research process?

a. identify and define the problem, develop the research plan, investigate available sources, collect data, analyse data, and present research results

b. investigate potential problems, identify and define the problem, develop the research plan, analyse data, collect data, and present research results

c. identify and define the problem, investigate available sources, develop the research plan, collect data, analyse data, and present research results

d. identify and clarify the problem, develop the research plan, investigate potential sources, collect data, analyse data, and summarize data

7. Events research suggests that:

a. investment in events and festival can be the most effective use of tax dollars

b. special events present visitors with the opportunity to participate in a collective experience

c. events give tourists a way to experience diverse cultural forms

d. all of the above

8. According to a recent study by Moosylvania, a digital marketing company:

a. Millennials are easy to understand

b. No one truly understands Millennials

c. Millennials do not like to complete surveys

d. Millennials are not worth researching

9. Environmental sustainability is an important issue for Millennials, so Gstaad has the initiated which ecological projects?

a. traditional alpine farming

b. hydroelectric power stations

c. and green fuel for piste equipment

d. all of the above

10. When discussing research methodology:

a. qualitative research methods and techniques are objective and empirical

b. in tourism research, quantitative and qualitative research approaches are often viewed as rivals

c. secondary data are less expensive to collect than primary data

d. the choice between research methods should be based primarily on cost savings

11. Which of the following statements is TRUE concerning focus groups?

a. they typically comprise 15 to 20 people

b. it is wise to select participants who have substantial experience with focus groups

c. they are heterogeneous in nature

d. they generate a representative view of a wider population

12. Quantitative research refers to a study to which ___________ estimates can be attached.

a. factual

b. hypothetical

c. numerical

d. causal

e. descriptive

13. A researcher might decide to use personal interviews for which of the following reasons?

a. they take a considerable amount of time to conduct

b. they yield a large amount of information

c. they are flexible and adaptable to the situation and the respondent

d. b and c only

14. Which of the following is a purpose of a questionnaire?

a. to motivate the respondent

b. to make data comparable

c. to minimize bias

d. all of the above

15. What are the two basic approaches to determining sample size?

a. required size per cell and the statistical model

b. accountability and efficiency

c. allowable error and level of confidence

d. level of confidence and the theoretical practice

16. Which of the following is a common research error?

a. problems with explanation

b. incomplete statistical models

c. problems with interpretation

d. lack of quantitative information

17. What is the success of research contingent upon?

a. sufficient allocation of resources

b. the results of research being used

c. management’s willingness to believe research results

d. all of the above

18. You are the marketing director of ABC Inc. and you are responsible for developing a research process for a new product line. Which stage in the research process would you allocate most of your budget towards?

a. data analysis

b. data collection

c. you would allocate resources equally among each stage

d. development of the research plan

19. According to a study carried out by the Harvard Business School (2014), better food would seem to be served in those restaurants where:

a. chefs and customers cannot see each other

b. chefs and customers can see eye to eye

c. customers are involved in cooking the food

d. chefs conduct all the market research themselves

20. Gathering data from 277 regular restaurant customers, Alonso and O’Neill (2010) explored images of open restaurant kitchens. They found that customers thought they were:

a. fun

b. entertaining

c. trustworthy

d. all of the above

Chapter 12: Tourism Marketing Ethics

1. Which of the following is the most important feature of the customer service at Scandic hotels?

a. a high level of attention to detail

b. service receovery

c. the food

d. both a and c

2. Why was Magnus Berglund inspired to increase accessibility at Scandic?

a. He saw an opportunity for promotion

b. He found they were receiving more and more customers with disabilities

c. He himself was on sick leave for five years with a disability

d. His father had a serious disability

3. Ethical marketing is less of a ………. and more of a ……….. that informs all marketing efforts.

a. philosophy, approach

b. marketing strategy, philosophy

c. approach, philosophy

d. philosophy, marketing strategy

4. Which of the followings is one of the ethical principles that destinations should adhere to?

a. avoid deliberate misrepresentations

b. understand the principles of sustainable tourism

c. the multidimensional ethics scale

d. both b and c

5. Which of the following is the main ethical concern over the use of product placement as a marketing tool?

a. Fraud

b. Deception

c. Disloyalty

d. None of the above

6. Research has confirmed that consumers are concerned about the ………. effect of product placement.

a. subliminal

b. side

c. exact

d. parallel

7. The Global Code of Ethics 10 principles, developed by UNWTO, cover which of the following components of travel and tourism?

a. Social and economic

b. Cultural and environmental

c. Ethical and social

d. Both a and b

8. Which of the following standards is a classification that requires superior environmental management?

a. ISO 9000

b. ISO 14000

c. OHSAS

d. HSE

9. A more environmentally conscious society is often attributed to the influence of the ………..

a. recessions in economics

b. younger generation

c. limitations of resources

d. ethical practices

10. “LOHAS” refers to:

a. Lifestyles of Health and Sustainability

b. Lifecycle of Health and Sustainability

c. Lifestyles of Humans and Societies

d. Lifecycle of Health and Societies

11. The example of goats in the tree-tops in Southwest Morocco could be perceived as the practice of:

a. an authentic experience

b. staged authenticity

c. unstaged authenticity

d. sustainable tourism

12. Event attendees in general are looking to event organizers to take a more ………….

a. moral stance

b. ethical stance

c. truthful approach

d. backseat approach

13. …………… is increasingly important to travelers, who want more interaction with local people with more emotional and cultural links to the communities they visit.

a. Ethic

b. Relationship

c. Authenticity

d. None of the above

14. A tourism marketer must have an understanding of the principles of …….. tourism, a concept that is closely tied to …...

a. sustainable, ethics

b. ethical, sustainable

c. authentic, ethics

d. ethical, authentic

15. The major environmental issues for golf courses in the Algarve are:

a. consumption of water for irrigation

b. consumption of phytopharmaceuticals and fertilizers

c. energy consumption and waste production

d. all of the above

16. what is the golf club profiled that is located on an Ecological Reserve near Lagos, Western Algarve?

a. Mallorca Golf Club

b. Portugal Golf Club

c. Espiche Golf Club

d. Boa Vista Golf Club

17. Responsible marketing is the balancing of ………….. initiatives and environmental ………… in order to achieve sustainable competitive advantage.

a. environmental, communication

b. social, concerns

c. ethical, issues

d. concerns, issues

18. Which of the following can take proactive to approach to responsibility in the tourism and hospitality industry?

a. Firms

b. Hotels

c. Events

d. All of the above

19. Which of the following is an approach to cause-related marketing?

a. autonomously branded and co-branded approaches

b. house-branded approach

c. industry-branded approach

d. All of the above

20. The final case study suggests that the challenge of providing authentic and sensitive war memoirs can raise .……. issues.

a. political

b. ethical

c. social

d. environmental