The steps in a marketing cycle are
completedA. once a year as a thorough evaluation.B. every two years at peak
season.C. continually
year after year.D. once every two to three weeks.2. The most common
basis for market segmentation isA. demographics.B. psycho graphics.C. media usage. D. cost
analysis.3. _______ is a part of _______ which is a part of _______.A.
Marketing, promotion, advertisingB. Promotion, advertising, marketingC.
Advertising, marketing, promotionD. Advertising, promotion, marketing4. If you wanted to advertise
so that your message reached a wide audience but the advertising cost per
consumer reached was as low as possible, which would you use?A. TelevisionB.
RadioC. NewspapersD. Magazines5. You change your room rate from $95 per night to $75 per night.
As a result, you increase the number of rooms you rent in a certain period from
350 to 500. What will your profit do? A. Increase because the restaurant will
serve more mealsB. Decrease because the total revenue is lessC. Not
change-taxes will be higherD. Insufficient information to determine how profit will be affected6. The four Ps of marketing areA. promises, promotion, people, and position.B. price, people, product, and position.C. place, position, price, and product.D. place, product, price,
and promotion.7. Common methods of determining a promotion budget
include theA. status quo method.B. follow-the-leader method.C. percentage-of-costs method.D. all-or-nothing method.8. The advantages of publicity are that it’sA.
inexpensive and controllable.B. controllable and believable.C. believable and inexpensive.D. controllable and expensive.9. You own a small restaurant and you’re active
in your community. You participate in charity drives, host special events at
your restaurant, and are active in the chamber of commerce. These activities
mayA. generate free advertising.B. reduce your advertising budget.C. generate positive publicity.D. reduce your need for sales promotions.10. In the hospitality industry, the
product is theA. hotel rooms stayed in.B. service provided.C. business’s guarantee of
satisfaction. D. focus of marketing.11. The cost of an ad in a magazine is
determined by which factor?A. The placement of the adB. The amount of white spaceC. How soon
you need the ad to runD. Whether there’s a coupon included12. The type of
research information needed to complete a situation analysis for an existing
business which seeks to identify factors about the business is called a(n)
_______ examination.A.
primary competitorB. communityC. propertyD. on-site location13.
Marketing is the conception, pricing, distribution, and promotion of goods or
services toA. make
consumers want your product.B. satisfy the needs and wants of
consumers.C. satisfy the needs and wants of the business.D. increase the profit of the
company.14. You’ve identified the type of customers you can best serve.
You’re planning on aiming your marketing at these customers. This is your
_______ market.A. favoriteB. selectC. targetD. diversified15. An essential
requirement for developing an effective sales program to attract group business
isA. promise the customer anything he or she wants.B. prevent sales
representatives from being involved in policy formation.C. limit the
information provided to sales representatives.D. involve top-level management in group business.16. You’ve decided to target your marketing to consumers who live in the
eastern United States. This is an example of _______ segmentation. A.
psycho graphicB. demographicC. geographicD. benefit17. Your fi xed expenses for a period of time are $1,000. Your variable
expenses are $10 per dinner. You lower your average price for a dinner from $20
to $15. As a result, you increase the number of dinners sold during the period
from 225 to 300. Your profit A. increases by $750.B. remains the same.C.
decreases by $500. D. decreases
by $750.18. A group reservation for your restaurant is suddenly
cancelled and you have only a couple of days to solve the problem by offering a
dinner special for that night. You would likely choose _______ advertising.A. televisionB. radioC.
newspaperD. magazine19. You send out a press release, but the local newspaper
uses it for an article comparing area hotels, and yours ends up looking bad by
comparison. This is an example of the problem withA. publicity.B. sales promotion.C.
advertising.D. marketing.20. If you need to run an ad with detailed
directions to your restaurant, you would probably choose _______ advertising.A. radioB. televisionC. outdoorD. printThe steps in a marketing cycle are
completedA. once a year as a thorough evaluation.B. every two years at peak
season.C. continually
year after year.D. once every two to three weeks.2. The most common
basis for market segmentation isA. demographics.B. psycho graphics.C. media usage. D. cost
analysis.3. _______ is a part of _______ which is a part of _______.A.
Marketing, promotion, advertisingB. Promotion, advertising, marketingC.
Advertising, marketing, promotionD. Advertising, promotion, marketing4. If you wanted to advertise
so that your message reached a wide audience but the advertising cost per
consumer reached was as low as possible, which would you use?A. TelevisionB.
RadioC. NewspapersD. Magazines5. You change your room rate from $95 per night to $75 per night.
As a result, you increase the number of rooms you rent in a certain period from
350 to 500. What will your profit do? A. Increase because the restaurant will
serve more mealsB. Decrease because the total revenue is lessC. Not
change-taxes will be higherD. Insufficient information to determine how profit will be affected6. The four Ps of marketing areA. promises, promotion, people, and position.B. price, people, product, and position.C. place, position, price, and product.D. place, product, price,
and promotion.7. Common methods of determining a promotion budget
include theA. status quo method.B. follow-the-leader method.C. percentage-of-costs method.D. all-or-nothing method.8. The advantages of publicity are that it’sA.
inexpensive and controllable.B. controllable and believable.C. believable and inexpensive.D. controllable and expensive.9. You own a small restaurant and you’re active
in your community. You participate in charity drives, host special events at
your restaurant, and are active in the chamber of commerce. These activities
mayA. generate free advertising.B. reduce your advertising budget.C. generate positive publicity.D. reduce your need for sales promotions.10. In the hospitality industry, the
product is theA. hotel rooms stayed in.B. service provided.C. business’s guarantee of
satisfaction. D. focus of marketing.11. The cost of an ad in a magazine is
determined by which factor?A. The placement of the adB. The amount of white spaceC. How soon
you need the ad to runD. Whether there’s a coupon included12. The type of
research information needed to complete a situation analysis for an existing
business which seeks to identify factors about the business is called a(n)
_______ examination.A.
primary competitorB. communityC. propertyD. on-site location13.
Marketing is the conception, pricing, distribution, and promotion of goods or
services toA. make
consumers want your product.B. satisfy the needs and wants of
consumers.C. satisfy the needs and wants of the business.D. increase the profit of the
company.14. You’ve identified the type of customers you can best serve.
You’re planning on aiming your marketing at these customers. This is your
_______ market.A. favoriteB. selectC. targetD. diversified15. An essential
requirement for developing an effective sales program to attract group business
isA. promise the customer anything he or she wants.B. prevent sales
representatives from being involved in policy formation.C. limit the
information provided to sales representatives.D. involve top-level management in group business.16. You’ve decided to target your marketing to consumers who live in the
eastern United States. This is an example of _______ segmentation. A.
psycho graphicB. demographicC. geographicD. benefit17. Your fi xed expenses for a period of time are $1,000. Your variable
expenses are $10 per dinner. You lower your average price for a dinner from $20
to $15. As a result, you increase the number of dinners sold during the period
from 225 to 300. Your profit A. increases by $750.B. remains the same.C.
decreases by $500. D. decreases
by $750.18. A group reservation for your restaurant is suddenly
cancelled and you have only a couple of days to solve the problem by offering a
dinner special for that night. You would likely choose _______ advertising.A. televisionB. radioC.
newspaperD. magazine19. You send out a press release, but the local newspaper
uses it for an article comparing area hotels, and yours ends up looking bad by
comparison. This is an example of the problem withA. publicity.B. sales promotion.C.
advertising.D. marketing.20. If you need to run an ad with detailed
directions to your restaurant, you would probably choose _______ advertising.A. radioB. televisionC. outdoorD. print