Marketing Final Exam

Order to provide the level of service guests require

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Unformatted text preview: king KEY: CB&E Model Strategy OBJ: 12-5 TOP: AACSB Reflective MSC: BLOOMS Application 104. Refer to Boutique Hotels. Boutique hotels not only call their employees cast members, but they compete for their talent, provide them with all the training needed, stress teamwork, and give employees freedom to make decisions. In order to provide the level of service guests require, boutique hotels need to engage in _____ marketing. a. interactive b. relationship c. internal d. nonprofit e. affiliation ANS: C Internal marketing is providing the employees with the desire and the ability to offer superior service. PTS: 1 REF: 195 Thinking KEY: CB&E Model Strategy OBJ: 12-6 TOP: AACSB Reflective MSC: BLOOMS Application Smithsonian Children’s Exhibit A children’s exhibit at the Smithsonian Institution’s International Gallery was titled “Microbes: Invisible Invaders . . . Amazing Aliens.” The 5,000-square-foot interactive exhibit uncovered a mysterious and virtually invisible universe of microscopic organisms––from those that sustain life to those that threaten our health. Its purpose was to show children that microbes are basically germs. The exhibit shows how researchers and others fight infection worldwide. The exhibit had hands-on activities, including a model kitchen where children learned about good and bad microbes. A virtual reality game with holograms and 3D animations let participants combat deadly viruses. The long-term objective of the exhibit was to ensure the world’s supply of microbiologists in the upcoming decades. 105. Refer to Smithsonian Children’s Exhibit. The museum charges an admission, but only enough to defray its cost of maintaining the exhibits because it doesn’t have the typical business goals. The Smithsonian is an example of a(n): a. nonprofit organization b. subgovernment entity c. unprofitable transaction d. service-oriented firm e. social marketing company ANS: A Nonprofit organizations exist to achieve some goal other than the usual business goals of profit, market share, or return on investment. PTS: 1 REF: 196 Thinking KEY: CB&E Model Strategy OBJ: 12-8 TOP: AACSB Reflective MSC: BLOOMS Application 106. Refer to Smithsonian Children’s Exhibit. The visitors to the exhibit represent the Smithsonian Institution’s: a. service entity b. promotional tools c. target market d. benefit strength e. benefit complexity ANS: C The people the Smithsonian wishes to attract are its target market. PTS: 1 REF: 197 Thinking KEY: CB&E Model Customer OBJ: 12-8 TOP: AACSB Reflective MSC: BLOOMS Application 107. Refer to Smithsonian Children’s Exhibit. The product decisions associated with the Smithsonian exhibit: a. deal with benefits that are both short term and simplistic b. illustrate the unimportance of service quality c. are very high involvement d. prove word-of-mouth promotion would be the best communication tool to use e. suggest nonfinancial objectives will be used to set prices ANS: C The benefits d...
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This document was uploaded on 09/29/2013.

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