Pre-Quiz P2 Chapter 1

The comprehensive process of communicating an operation's message to potential guests is

• selling

• fashioning

• advertising

• marketing

What is a marketing plan?

• The steps marketers must take to sell a product or service

• The way marketers advertise an operation's product or service

• The way marketers research a market

• The way marketers execute their marketing strategy

Advertising, sales promotions, personal selling, public relations, and direct marketing are all elements of the

• product mix

• promotional mix

• experimental method

• lifestyle segmentation

In a SWOT analysis for an operation, what does the "O" stand for?

• Opportunities

• Omissions

• Organization

• Orders

Treating everyone in the market as having the same needs and wants is considered

• market segmentation

• target marketing

• mass marketing

• guest-driven

A sales promotion that involves a special entertainment component is known as (a)

• premium

• samples

• special pricing

• special event

What type(s) of sales promotion involve(s) the use of a game or other program to give the guest a prize?

• Contests and sweepstakes

• Samples

• Premiums

• Frequent shopper program

When you use public relations to interact with people in the local area to create awareness of and trust for an organization, this is referred to as

• organization planning

• guest relations

• outreach

• community relations

Press releases and press kits are often pieces of which part of marketing?

• Media relations

• Product mix

• Marketing envelope

• Marketing plan

When planning marketing messages, it is important to look at the audience of specific publications and radio stations so that they reach the intended guest. These publications and stations are referred to as

• messaging

• collateral

• media vehicles

• talent