MARKETING STRATEGY AND PLANNING Practical Exam Questions And Answers All Correct.

Advertising - correct answer a form of communication used to encourage or persuade an audience Explicit communications - correct answer any paid form of non-persona presentation or promotion of ideas, goods, or services by an identified sponsor Implicit communications - correct answer promotional cues or messages conveyed through body language or other non-verbal means Promotion - correct answer all techniques that hospitality and travel organizations use to promote their services Promotional mix - correct answer the combination of advertising, sales promotion, merchandising, personal selling, and public relations that is used by a hospitality and travel organization for a specific time period The combination of different promotional elements that communicate with potential customers is called - correct answer not promotion Any technique used by an organization to inform potential buyers of services is called - correct answer Promotion What your body language can tell someone is an example of - correct answer Implicit communication Openly telling someone something, either orally or in a written format, is an example of - correct answer Explicit communication Advertising is so pervasive that there are no drawbacks to using it. - correct answer False Personal selling can be done either orally or in written form. - correct answer False Which of the following is not one of the advantages of sales promotion? - correct answer Shown too frequently Which of the following is not a drawback of TV advertising? - correct answer Guarantees repeat customers The promotional mix is just one part of the marketing mix. - correct answer True Merchandising has the exact same advantages as sales promotion. - correct answer False; has an additional two Broadcast media - correct answer the distribution of audio and video content to a dispersed audience via any audio-visual medium Consumer advertising - correct answer advertising aimed at the user of a product or service Cooperative advertising - correct answer advertising in which the manufacturer and retailer share the expenditures Direct mail - correct answer an advertising medium which uses the mail as its form of distribution Print media - correct answer newspapers, magazines, letters, booklets, and other printed publications Public relations - correct answer image management by an organization when it engages to establish, maintain, or improve connections with other organizations and individuals Publicity - correct answer information, either positive or negative, about an organization or people Specialty advertising - correct answer a sales promotion technique in which free items displaying the sponsor's name, logo, or advertising message are given to customers or to travel trade intermediaries Trade advertising - correct answer advertising by the manufacturer and aimed at the wholesaler or retailer A paid-for promotion of a product or service is called - correct answer Advertising Newspapers and magazines are examples of - correct answer Print media Getting an advertisement in the mail is an example of - correct answer direct mail One of the drawbacks of radio advertising is that it is only available on a local level. - correct answer False Television and radio are examples of - correct answer Broadcast media When an ad is aimed directly at the customers who may actually buy the product or service, it is called - correct answer Consumer advertising When an organization advertises to intermediaries, it is called - correct answer Trade advertising When deciding how to advertise, an organization has five different options. - correct answer True Public relations is not as important for the hospitality and tourism industry as it is for other industries. - correct answer False There are two kinds of PR, proactive and reactive. - correct answer True Code of Ethics - correct answer principles demonstrating an organization's beliefs on matters such as mission, quality, privacy, or the environment Customer Service - correct answer a series of activities designed to enhance the level of customer satisfaction Sales Manager - correct answer an employee who is involved in sales planning, human resources, talent development, leadership, and control of resources such as organizational assets Sales Representative - correct answer the provider of goods or a service The person in charge of the sales department is called the - correct answer sales manager A ________ guides members of a business to conduct themselves honestly and with integrity. - correct answer code of ethics The person in an organization who makes the sales presentations is called a - correct answer sales representative When making a presentation to a prospect, how you look isn't nearly as important as what you say. - correct answer False Good customer service can give one business an advantage over another. - correct answer True There are three kinds of positions that must be hired by a sales manager, which include order getters, order takers, and order fixers. - correct answer False ________ is what is done to make a customer happy before, during, or after a purchase. - correct answer Customer service It's okay to promise a customer something you know you can't deliver as long as it leads to a sale. - correct answer False ______ space is considered an arm's length away. - correct answer Intimate Social space is considered the least amount of space you should ever give a client in a presentation. - correct answer True Since a sales person in the hospitality and tourism industry does most of his communicating fact to face, he does not need to stay current on the latest technological advances in order to remain competitive. - correct answer False There is only a need for certain employees to get trained to deal with customer service. - correct answer False _____ can be a way to solve problems. - correct answer Technology Technology can empower the customer. - correct answer True Giving an employee a bonus for a job well done is called a(n) - correct answer Incentive Making sure that data collected on customer trends is organized is one way technology can help a business. - correct answer True The Clayton Act preceded the Sherman Act. - correct answer False When a company has so much of the market they no longer have any competition, that is called a - correct answer Monopoly The Sherman Act is an antitrust statute prohibiting monopolies with respect to interstate commerce. - correct answer True The _______ came after the Sherman Act. - correct answer Clayton Act