Marketing for Hospitality and Tourism, 8e, Global Edition (Kotler)
Chapter 18 Next Year’s Marketing Plan
1) Which of the following is NOT an environmental factor on hospitality organizations?
A) Social
B) Geographic
C) Political
D) Economic
2) Generally, the first section of a formal, written marketing plan would be the:
A) Segmentation and targeting process
B) Positioning statement
C) Executive summary
D) Environmental analysis
3) Which is an example of a good objective?
A) “Have an occupancy of 79 percent next year”
B) “Be the best in town”
C) “Be successful”
D) “Excellence in customer satisfaction”
4) A two- to four-page document written for top management is called the:
A) Budget
B) Marketing plan
C) Executive summary
D) Mission statement
5) Useful marketing trend information includes related industry trends, competitive trends, and:
A) Personnel trends
B) Supplier trends
C) Political trends
D) Visitor trends
6) Growing key accounts is an example of a(n):
A) Action strategy
B) Advertising/promotion strategy
C) Product strategy
D) Sales strategy
7) The ________ is essentially a projected profit-and-loss statement.
A) Mission statement
B) Action plan
C) Quota system
D) Budget
8) Sales objectives must be established for each sales area, division, region, salesperson and:
A) Time period
B) Customer demographic
C) General manager
D) Selling tactic
9) Which of the following statements is true?
A) Management and the sales force will always have access to the same market research
information.
B) Sales force members have no reason to give lower sales estimates than are actually possible.
C) Hospitality companies have little need for outside professionals to assist in market research.
D) It is important for sales managers to monitor actual sales force expenditures against budgets
on a regular basis.
10) At the Rittenhouse Hotel in Philadelphia, frequent guests are greeted nightly with ________
on their pillow instead of the usual chocolate.
A) An expensive necklace
B) An expensive pearl
C) The weekend game tickets
D) Complimentary dinner reservations
11) A new marketing plan must be written once every:
A) Six months
B) One year
C) Two years
D) Five years
12) ________ is the total available demand for a hospitality product within a particular
geographic market at a given price.
A) Market gain
B) Market supply
C) Market potential
D) Market subsidy
13) Market potential estimates should be shown as demand estimates at various:
A) Geographic locations
B) Cities
C) States
D) Price points
14) An analysis of the primary strengths and weaknesses, objectives, strategies, and other
information relative to competitors, is called:
A) Primary analysis
B) Secondary analysis
C) Competitive analysis
D) Internal analysis
15) Social, political, and economic factors that affect a firm and its marketing program are
called:
A) Important factors
B) Internal factors
C) Governmental factors
D) Environmental factors
16) A short summary of the marketing plan to quickly inform top executives is called:
A) Top Summary
B) Cover Summary
C) Executive Summary
D) Marketing Addendum
17) Quantitative and time-specific accomplishment measurements established for members of a
sales force are called:
A) Profitability analysis
B) Quotas
C) Profitability objective
D) Marketing profitability
18) ________ serve(s) as a roadmap for all marketing activities of the firm.
A) Organizational Objectives
B) Organization’s Mission Statement
C) Marketing Plan
D) Organization’s Vision
19) The process of examining various submarkets and selecting those most appropriate for a
company, is called:
A) Segmentation analysis
B) Marketing analysis
C) Executive summary
D) Market potential
20) The marketing plan serves all of the following purposes EXCEPT:
A) Explain the corporate vision to potential shareholders
B) Assist in the budgeting process
C) Ensure the marketing activities match the corporate strategic plan
D) Create a process to monitor actual against expected results
21) The following are all examples of external data analyses EXCEPT:
A) Marketing research
B) Credit card receipts
C) Published industry information
D) Guestimates after talking with competitors
22) Marketing plan objectives include the following characteristics EXCEPT:
A) Quantitative
B) Time specific
C) Profit/margin specific
D) Aspirational
23) A marketing plan is a stand-alone tool.
24) It is essential to go through the thought process of examining market potential.
25) Marketing strategies are designed to help achieve marketing objectives.
26) A competitive analysis dealing solely with physical characteristics of a competitor can miss
major competitive advantages and disadvantages.
27) The maintenance department is an example of a hotel department that remains unaffected by
changes in a marketing plan.
28) What is good for an advertising agency may not be good for the client.
29) If an advertising agency is being used it should be given sole control of the advertising
component of the marketing plan.
30) Fencing refers to placing limits on the marketing plan budget.
31) When developing a market plan, marketers need only look at internal data sources for
information.
32) The MSPA is used to evaluate market segments by revenue, cost, and profitably.
33) The selection of a customer mix must support the positioning strategy of the company.
34) The marketing plan is a reflection of past success and failures and provides a snapshot of last
year’s profit and revenue.
35) The marketing plan is created solely for the use of the marketing team and top management.
36) What are the major sections of a marketing plan?
37) What is a marketing plan, and what is its purpose?
38) What is the executive summary of a marketing plan and for whom is it written?
39) How is a marketing plan related to other operational plans?
40) What does the position statement of a marketing plan provide?