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50 Cards in this Set
- Front
- Back
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Employees are one of the internal sources of marketing intelligence.
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Marketing intelligence includes everyday information about developments in the marketing environment.
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In terms of marketing research, defining the problem and research objectives are often the most important steps in the research process.
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MIS stands for Marketing Information System.
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Casual research gathers preliminary information that will help define the problem and suggest research hypotheses.
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Unstructured surveys are often guided according to the answers provided by the respondent.
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Secondary data is simply the highest priority information used by the company to make decisions.
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Personal interviewing takes two forms: intercept and group interviewing.
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Marketing researchers usually draw conclusions about large consumer groups by taking a sample.
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Focus group interviewing is usually conducted by inviting 16 to 20 people.
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Mystery shopping is a guest information management tool.
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Examining guest booking patterns is a type of guest trend information often used by hospitality organizations for assisting with planning and assessing revenue/yield management.
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The manufacturing concept (also called the production concept) is the newest philosophy.
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The hospitality industry is the third major industry in the world.
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The first basic concept to marketing is that of human wants.
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Quality can be defined as "freedom from defects."
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Exchange is an act of obtaining a desired object from someone by offering something in return.
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A product is anything that can be used to satisfy a want or a need.
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Transaction marketing is part of the larger idea of relationship marketing.
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Marketing management is the analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.
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There are three (3) concepts under which organizations conduct their marketing activity.
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Government and quasi-government agencies play an important role in travel industry marketing through legislation aimed at enhancing the industry and through promotion of regions, states, and nations.
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Customer expectations are based on past buying experiences.
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Quality does not have a direct impact on product or service experience.
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The manufacturing concept is also called the production concept.
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Societal marketing holds that customers prefer existing products and the job of management is to develop good versions of these products.
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Four characteristics of services are intangibility, separability, variability, and perishability.
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Trade dress is the distinctive nature of a hospitality industry's total visual image and overall appearance.
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The task of marketing to employees involves the effective training and motivation of customer-contact employees and supporting service personnel is known as external marketing.
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Consistency means that customers will receive the expected product without unwanted surprises.
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The five links of the service profit chain are: healthy service profits and growth; satisfied and loyal customers; greater service value; satisfied and productive service employees; and internal service quality.
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A point of encounter is any point at which an employee encounters the customer.
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Physical surroundings should be designed to reinforce the product's position in customer's mind.
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Interactive marketing means that perceived service quality depends heavily on the quality of the buyer-seller interaction during the service encounter.
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The term "servuction" was developed to describe a production system for manufacturing.
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An inanimate environment provides tangible evidence and can be used to provide a point of differentiation.
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The use of outside natural landscaping and inside use of lights and plants called "greening" is a popular method of creating differentiation and tangibilizing a product.
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A 100-room hotel that sells only 60 rooms on a particular night can inventory the 40 unused rooms and then sell 140 rooms the next night.
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Market intermediaries are part of a company's micro-environment.
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All companies making the same product or class of products are the first level of competitors.
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Hotels have moderately high barriers of entry and high barriers to exit.
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Echo boomers are also called baby boomlet generation.
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The economic environment consists of factors that affect consumer purchasing power and spending patterns.
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The damages to water, earth, and air caused by industrial activities will not affect marketing activities.
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Computerized video checkout services are examples of the technological environmental factor.
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Government legislation and regulation aiming at protecting consumers from unfair business practices is an example of the political environmental factor.
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Companies should simply watch and react to the marketing environment.
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Companies can use an environmental scanning plan to determine the environmental areas that need to be monitored.
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The Internet is a major technological force influencing how we market hospitality and tourism products and services.
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Institutions are not a part of the cultural environment.
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