Marketing for Hospitality and Tourism, 8e, Global Edition (Kotler)
Chapter 10 Internal Marketing
1) A moment of truth occurs when employees and ________ have contact.
A) Place
B) Product
C) Customer
D) Skill
2) Which of the following would NOT be considered a “moment of truth”?
A) Guest makes reservation with agent over the phone
B) Guest pays bill by mail
C) Guest checks in at front desk
D) Guest is greeted by dining room serviceperson
3) An internal marketing program requires a strong commitment from:
A) Consumers
B) New hires
C) Management
D) One to two employees
4) The first stage in the internal marketing process should be:
A) Implementation of a reward and recognition system
B) Development of a marketing approach to human resource management
C) Dissemination of marketing information to employees
D) Establishment of a service culture
5) In firms that have ________ cultures, there are few or no common values and norms.
A) Strong
B) Diverse
C) Stable
D) Weak
6) In a service-oriented organizational culture ________ are at the top of the organization.
A) Customers
B) Corporate management
C) Line employees
D) Department heads
7) “Emotional labor” has been defined as:
A) The emotional wear and tear on service providers when dealing with moments of truth
B) The necessary involvement of the service providers emotions in delivering a service
C) The cost to the company of dealing with emotional employees
D) The need of employees to work hard to control their emotions
8) ________ is when a firm moves the authority and responsibility to make decisions to the line
employees from the supervisor.
A) Emotional labor
B) Empowerment
C) Cross training
D) Service culture
9) A pattern of shared values and beliefs that gives members of an organization meaning,
providing them with the rules for behavior in the organization, is called:
A) Organization Structure
B) Organization Chart
C) Organization Culture
D) Organization’s internal marketing
10) Marketing by a service firm to train effectively and motivate its customer-contact employees
and all the supporting service people to work as a team to provide customer satisfaction, is
called:
A) Effective hiring protocol
B) Effective empowerment
C) Internal marketing
D) Training
11) A system of values and beliefs in an organization that reinforces the idea that providing the
customer with quality service is the principal concern of the business, is called:
A) Organizational culture
B) Organization sub-culture
C) Service culture
D) Moment of truth
12) An internal customer for an organization is:
A) The long-term loyal customer
B) The customer who takes the initiative to market the organization
C) The customer who is in house at any given time
D) An employee
13) Training employees to do two or more jobs within the organization, is called:
A) Multiple training
B) Super training
C) Functional training
D) Cross-training
14) The most effective way of communicating with customers is through:
A) TV ads
B) Direct mails
C) Customer-contact employees
D) Interviews
15) Service organizations need to hire for ________ and train for:
A) Qualifications, customer satisfaction
B) Skills, attitudes
C) Attitudes, skills
D) Qualifications, skills
16) When a company has a service culture, the organizational chart is:
A) Meaningless
B) Validated
C) Turned right side up
D) Turned upside down
17) An advantage of a strong culture is that it prepares employees to handle ________
transactions.
A) Routine
B) Nonroutine
C) Standardized
D) Simulated
18) Companies who hire large numbers of foreign employees should have all of the following
EXCEPT:
A) Special rewards and payrates
B) On-the-job training in the spoken language
C) Translation services
D) Effective communication
19) All of the following are examples of items discussed daily briefings EXCEPT:
A) New POS system
B) Special hospitality events
C) New menu items
D) Special guests
20) To make new employees feel welcome in the first week, organizations should make sure to
do all of the following EXCEPT:
A) Use bulletin boards to include the new employee
B) Partner them with a more veteran employee
C) Give basic tours
D) Have them arrive first thing in the morning
21) Managers must use the principles of marketing to attract and retain employees through
researching and developing an understanding of:
A) Employee needs
B) Overhead
C) The hiring process
D) Human resources
22) Techniques and procedures must be developed to ensure that employees are able to deliver
high-quality service.
23) In general, it is unnecessary to share customer comments with all employees, instead
organizations should let managers know.
24) Employees should be involved in the selection of the uniforms they wear every day.
25) Companies commonly establish conditions for participation in stock ownership programs
through ranking of the position held by the employee and the number of years employed.
26) In the hospitality industry, most marketing activity is carried out by employees within the
marketing department.
27) Monetary motivations are the strongest form of incentives available to part-time seasonal
help.
28) Two principle characteristics have been identified in companies that lead their industries in
customer service: upselling and emotional labor.
29) There is no relationship between guest satisfaction levels and employee turnover levels.
30) One major barrier to internal marketing is middle management.
31) Coworker support impacts internal relations but is not typically transmitted to the guests.
32) When management empowers employees, responsibility to make decisions moves to the
employees.
33) An effective internal marketing program demands close cooperation between marketing and
human resources.
34) The issue of non-routine transactions will become increasingly more important.
35) The hiring process is the attitude the employee displays when delivering the service
experience.
36) What are the three steps of the internal marketing process?
37) What are the differences between a service culture and organizational culture? How can a
strong culture help an organization? How would you describe the culture of your place of
employment?
38) In regard to developing a marketing approach to human resources management, what is
meant by creating jobs that attract good people? Provide examples to support your response.
39) What is the importance of initial on the job training? Why is continuous and cross training so
important?
40) What is meant by emotional labor?