美国酒店协会教育学院-酒店类市场营销课程问题.doc

2014.9-2015.5 美国饭店协会教育学院-市场营销 Marketing in hospitality industry酒店类市场营销 西安外国语大学旅游学院会展经济与管理12级王进利 [2015.1.1]  Chapter 1 3 Chapter 2 4 Chapter 3 5 Chapter 4 6 Chapter 5 7 Chapter 6 9 Chapter 7 11 Chapter 8 12 Chapter 9 13 Chapter 10 14 Chapter 11 15 Chapter 12 16 Chapter 13 17 Chapter 14 18 Chapter 15 19 Chapter 16 20 Chapter 17 21 Chapter 18 22 Chapter 19 23 Chapter 20 24 Chapter 21 24 Chapter 22 25 Chapter 23 26 Chapter 24 27 Chapter 25 28 Chapter 26 29 Chapter 1 Understanding the Hospitality Industry Which of the following would be considered a major sector of the hospitality industry? lodging clubs recreation all of the above√(travel lodging restaurant club gaming attraction entertainment recreation) Which of the following would be recognized as a brand name within the hospitality industry? Hertz Hilton McDonald’s all of the above. √(服务业) Brands in the hospitality industry have been successful because: consumers associate value with the brand name. √ consumer needs evolve from branded products and services. branded companies pay little attention to the changing nature of consumer needs. all of the above Which of the following statements about marketing in the hospitality industry is true? Marketing efforts should focus on the needs of the buyer. √ Marketing efforts should focus on the needs of the hospitality company. Marketing efforts should focus on the needs of the marketing department. None of the above Which of the following is not an audience for marketing? a firm’s employees shareholders franchisees competitors√（investment community, shareholder franchisees, sources of financing, consumer segments, firm’s employees According to an executive mentioned in the chapter, who owns the most hotels in the United States today? Sheraton Marriott Insurance companies(保险公司) Holiday Inns The overall goal of hospitality marketing is the sale of: product service image all of the above√ Which of the following represents a principal marketing vehicle to those who purc