問題一覧
1
________ is the art and science of finding, retaining, and growing profitable customer
Hospitality Marketing
2
A state of frlt deprivation in a person
Needs
3
The form that a human need takes when shaoed by culture and individual personality
Wants
4
Human wants that are backed by buying power
Demand
5
Combination of tangible products, services, information, or experience offered to the market
Market offerings
6
VES stands for?
Value, Expectations, Satisfaction
7
Give the two questions of value-driven marketing strategies
What customers will we serve and how can we serve these customers best
8
A set of benefits or values it promises to deliver to consumers to satisfy their needs
Value proposition
9
One of the oldeset philosophies guiding sellers
The production concept
10
It has an inward focus, ut also holds that consumers will favor products that offer the most quality, performance, and innovation feature
The product concept
11
_________ Holds that consumers will not buy enough of the products unless the company assunes a lage selling and promotion effort.
The selling concept
12
It hold that achieving organizational goals depends on determining the needs and wants of target market and delivering the desired satisfaction more efficiently and effectively
Marketing concept
13
This concept holds that the organization should determine the needs, wants and interest of target market
Societal marketing concept
14
CRM means?
Customer relationship management
15
It involves in managing detailed information about individual custoemrs and carefully managing customer "touch points" in order to maximize customer loyalty
Customer relationship management
16
The benefits of customer loyalty come from continued patronage of loyal customers, reduced marketing cost, decreased price sensitivity of loyal customers
Customer loyalty and retention
17
Beyond simply retaining good customer to capture LTV, good CRM, Can help marketers to increase their ____________
Growing share of customers
18
It is a discounted LTV's of all the company current and potential customers
Building customer equity
19
Four characteristics of services
Intangibility, Inseparability, Variability, Perishability
20
Five links of service profit chain
Internal quality service, Satisfied productive service employees, Greater service value, Satisfied and loyal customers, Healthy service and profit growth
21
3 types of marketing
Internal marketing, External marketing, Interactive marketing
22
Identify the 7 management strategies
Managing differentiation, Managing service quality, Manage service productivity, Resolving customer complaints, Managing employees as part of the product, Managing perceived risk, Managing capacity and demand
23
It is the various external forces that can directly or indirectly affect the mant activities of an organization
Marketing environment
24
It consist of actors and forces close to the company that can affect its ability to serve its customer
Microenvironment
25
Give the 9 microenvironment
The company, Competitors, Suppliers, Marketing intermediaries, Disintermediaries, Marketing services agencies, Financial intermediaries, Customers, Public
26
Consists of larger societal forces
Macroenvironment
27
Each firm consist of its size and industrial position in relation to its competitors
Competitive environment
28
7 macroenvironment
Demographic environment, Economic environment, Natural environment, Technological environment, Political environment, Cultural Environment, Ethical factors
29
Uncontrollable element
Marketing environment
30
____________ is a review of external sources to discover factors that impact a business
Environmental Scanning
31
It refers to buying behavior of final consumer
Consumer behavior
32
Four factors that influence consumer behavior
Cultural factors, Social factor, Personal factor, Psychological factor
33
3 Cultural factors
Culture, Subculture, Social class
34
It is a set if values that influence any behavior
Culture
35
Each culture contains of this. It is a group of people with dhared value systems based on common experiences and situation
Subculture
36
These are relatively permanent and ordered division in society
Social class
37
5 Social Factors
Groups, Word of mouth influence and buzz marketing, Family, Roles and status, Online social networks
38
________ that have a direct influence and to which a person belongs called membership groups
Groups
39
The personal words anf recommendation of trusted friends
Word of mouth influence and buzz marketing
40
These _________ are online communities whre people socialize or exchange information
Online social network
41
It has a strong influence on buying behavior
Family
42
It consists of the activities that a person is expected to perform
Roles and status
43
5 personal factors
Age and life cycle stage, Occupation, Personality, Lifestyle, Economic situation
44
The types of goods and services people buy change during their lifetimes
Age and life cycle status
45
A person's _________ affects the goods and services bought
Occupation
46
A person's ______ greatly affects product choice and the decision to purchase product
Economic situation
47
A person's pattern of life as expressed in his/her activities, interests and opinions
Lifestyle
48
Each person's _________ influence his or her buying behavior
Personality
49
4 Psychological factors
Motivation, Perception, Learning, Beliefs and attitudes
50
A needs to becomes a motive when it aroused to sufficient level of intensity
Motivation
51
Process of selecting, organizing, and interpreting information inputs
Perception
52
__________ Describes changes in a person's behavior arising from experience
Learning
53
Descriptive thought that a person holds about something
Beliefs and attitudes
54
5 Buying decision process
Need recognition, Information search, Evaluation of alternatives, Purchase decision, Post purchase decision
55
Large sums of money
Organizational customers
56
Give the 5 organizational market
Convention, Associate meetings, Corporate meetings, Small groups, Incentive travel
57
Annual meeting of an association and include general session
Convention
58
A command performance for employees of a company
Corporate meetings
59
Meeting less than 50 attendees
Small groups
60
A unique subset of corporate group business
Incentive travel
61
8 organizational buying process
1. Problem recognition 2. General needs description 3. Product specifications 4. Supplier search 5. Proposal solicitation 6. Supplier selection 7. Order-routine specification 8. Performance review
62
A non group form of organizational business is the individual business traveler
The corporate account and travel manager
63
6 participants of organizational buying process
1. Users 2. Influencers 3. Deciders 4. Approvers 5. Buyers 6. Gatekeepers
64
4 Major influence of organizational buyers
1. Environmental factors 2. Organizational factors 3. inter-personal factors 4. Individual factors
65
Used by business as tools to support them in pursuing their objectives
Marketing mix
66
Seven P's of marketing
Product, Price, Place, Promotion, Physical Evidence, People, Process
67
A ______ is anything that cam be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need
Product
68
Tangible items provided by a hospitality marketer
Goods
69
Non-physical and intangible attributes
Services
70
Product which may or may not be tangible or not be physical in nature.
Environment
71
4 kind of products (Product level)
Augmented product, Core product, Facilitating product, Supporting product
72
A name, term, sign, symbol, design or a combination of these elements that is intended to identify
Brand
73
6 Kinds of brand
Brand equity, Brand positioning, Brand name selection, Leveraging brand, Brand portfolios, Managing brand
74
Product Level
Physical Evidence, Customer interaction with the service system, Customer interaction with their customer, Customer coproduction
75
Amount of money charge for a goods or service.
Price
76
2 Factors influencing the pricing decision of services
Internal and external pricing
77
4 general pricing approach
1. Cost-based pricing 2. Break even analysis and target profit pricing 3. Value-based pricing 4. Competition-based prising
78
6 Pricing strategies
1. New product pricing strategies 2. Existing-product pricing strategies 3. Revenue Management 4. Psychological pricing 5. Promotional pricing 6. Value pricing
79
Is a tool of communication used to inform the target market
Promotion mix
80
5 objective of promotion
Build awareness Create interest Provide information Stimulate demand Reinforce the brand
81
11 promotional process
1. Define the needs 2. Define the target market 3. Analyze the competition 4. Choose the tool of promotion 5. Allocate the resources 6. Communicate your promotion 7. Communicate it to your employees 8. Know your BEP for sales and profit 9. Time the promotional tool 10. Execute the promotion 11. Evaluate the promotion
82
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services
Advertising
83
Short term incentive to encourage the purchase or sale of product or service
Sales promotion
84
2 types of advertising
Above the line and below the line advertising
85
Enumerate the 5 m's
Mission Message Money Measurement Media
86
6 advantages of advertising
1. Low cost per contact 2. Ability to reach the potential visitors where sales staff cannot 3. Great scope for creative versatility and dramatization of messages 4. Ability to create images that sales staff cannot 5. Non-personal presentation 6. Prestige and impression of mass-media advertising
87
3 Disadvantage of advertising
1. Inability to close sales 2. Advertising cuttler 3. Ability for visitors to ignore advertising messages
88
Most expensive promotional tool
Personal selling
89
5 personal selling process
1. Prospecting and qualifying 2. Making the first contact 3. The sales call 4. Objection handling 5. Close the sales
90
Sales promotion tools/techniques (2)
Pull and push techniques
91
Involved cultivation of favorable relations for organizations and products with its target market
Public relation
92
Enumerate the relationship between public relation and the organization (8)
Media Employees Government Supplier Shareholders Competitors Customer General public
93
Methods of public relation
The press, Television, Exhibitions and trade fairs, House styles for company identification, Facilities visits to promote goodwill, Through employee
94
Providing money to an event
Sponsorship
95
Occurs when consumers pass on recommend your product/company to others
Viral marketing
96
Interaction between the product and potential customers
Place