Marketing for Hospitality and Tourism, 8e, Global Edition (Kotler)
Chapter 1 Creating Customer Value and Engagement Through Marketing for
Hospitality and Tourism
1) The social and managerial process by which individuals and groups obtain what they need
through creating and exchanging products and value with others is called:
A) Economics
B) Marketing
C) Sales
D) Commerce
2) Marketing mix elements include all of the following EXCEPT:
A) Marketing information systems
B) Price
C) Promotion
D) Distribution
3) Which is NOT a purpose of marketing in a customer-centered firm?
A) To generate customer value
B) To maximize customer satisfaction
C) To improve relationship marketing
D) To maximize company revenue
4) Instead of simply being defined as “freedom from defects,” QUALITY should be defined:
A) In terms of total sales
B) In terms of employee satisfaction
C) In terms of product specifications
D) In terms of customer satisfaction
5) Relationship marketing is a process where marketers work at building relationships with
customers, distributors, dealers and:
A) Suppliers
B) Competitors
C) Managers
D) Trade associations
6) When backed by buying power, wants become:
A) Demands
B) Desires
C) Satisfied
D) Needs
7) Building strong economic and social ties with customers by delivering high-quality products
and services is the foundation of:
A) Total quality management
B) Return on quality
C) Relationship marketing
D) The manufacturing concept
8) When hotel management establishes no-smoking floors, bar managers no longer allow happy
hours with free drink specials, and resort managers eliminate pollution from their properties, the
________ concept is being employed.
A) Societal marketing
B) Marketing
C) Manufacturing
D) Product
9) A ________ is anything that can be offered to a market to satisfy a want or need.
A) Service
B) Concept
C) Choice set
D) Product
10) A ________ is a state of felt deprivation.
A) Need
B) Demand
C) Want
D) Desire
11) It is wise to assess the customer’s ________ value and take appropriate actions to ensure a
customer’s long-term support.
A) Money
B) Long-term
C) Intrinsic
D) Market
12) Which of the following is NOT part of the four-p framework of marketing?
A) Product
B) Pricing
C) Placement
D) Promotion
13) The two main industries that comprise the activities we call tourism are:
A) The restaurant and cruise industries
B) The hotel and restaurant industries
C) The hospitality and marketing industries
D) The hospitality and travel industries
14) The most basic concept underlying marketing is that of:
A) Understanding
B) Buying power
C) Needs
D) Customer
15) One of the biggest nonmonetary costs for hospitality customers is:
A) Sentiments
B) Resources
C) Energy
D) Time
16) One of the biggest nonmonetary costs for hospitality customers is:
A) Sentiments
B) Resources
C) Energy
D) Time
17) ________ is the act of obtaining a desired object from someone by offering something in
return.
A) Marketing
B) Transaction
C) Exchange
D) Sales
18) A company’s ________ is the set of benefits or values it promises to deliver to consumers to
satisfy their needs.
A) Mission statement
B) Quality proposition
C) Value Proposition
D) Value Promise
19) The ________ describes a channel that stretches from raw materials to components to final
products that are carried to final buyers.
A) Production cycle
B) Supply chain
C) Product marketing
D) Product placement
20) ________ are highly loyal but not very profitable.
A) Strangers
B) Butterflies
C) True Friends
D) Barnacles
21) ________ involves organizations interacting with guests to create experiences through this
interaction.
A) Co-creation
B) Sharing economy
C) Customer equity
D) Partner relationship management
22) All of the following are examples of digital marketing EXCEPT:
A) Social media
B) Mobile
C) Online
D) Telemarket
23) Organizations want to make continuous relationship investments to delight these customers
and engage, nurture, retain, and grow them.
A) Butterflies
B) Strangers
C) True friends
D) Barnacles
24) Some companies resist environmental and social responsibility movements until forced by
legislation or organized consumer outcries.
25) Mobile marketing is the fastest-growing digital marketing platform.
26) The sharing economy is not new to the hospitality industry, however, there has been a recent
surge due to higher accessibility through technological advancements.
27) Sharing economy accommodations are highly regulated to protect travelers similar to other
sectors of the hospitality industry/. For example, high taxes are collected on sharing economy
accommodations to help support the promotion of tourism and tourism infrastructure.
28) The simplest definition of marketing is delivering customer satisfaction at a profit.
29) There is no current evidence to suggest long-term customers are more profitable than new
customers.
30) The two main industries that comprise what we call tourism are the hospitality and attraction
industries.
31) A market is only the set of actual, not potential, buyers who have transacted with a seller.
32) “Quality” could be defined as the features and characteristics of a product that bear on its
ability to satisfy customer needs.
33) The practical definition of a marketing manager is one of a person focused entirely on
finding enough customers to buy the company’s current output.
34) In choosing among products, the guiding principle of most consumers is customer value –
the most benefit for the price.
35) The hospitality industry is the second largest employer in the United States.
36) Define marketing. How does this definition differ from the general perception of marketing?
37) Explain a marketer’s value proposition.
38) Describe each of the five marketing management orientations and identify which of these
appears to be best for society.
39) What is the key to lasting customer relationships? How is this linked to higher lifetime value
and increased customer equity?
40) Illustrate with example the concept of customer equity.