True/False
Indicate whether the sentence or statement is true or
false.
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1.
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It is
the publicity department of an organization that handles any negative publicity.
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2.
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Product
placement works well for services such as FedEx (Castaway), but is of no value for tourism
destinations.
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3.
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Personal selling, although costly, remains an important form of communication for many
companies in hospitality and tourism despite advances in the Web and Internet.
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4.
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Cognitive dissonance can be mitigated by paying attention to the adage of “follow
up or foul up”.
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5.
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Despite
the fact that it is never a form of mass communication, word-of-mouth communication can be extremely
valuable or extremely damaging to a company.
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6.
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One of
the main differences between advertising and public relations is that public relations addresses more
target audiences.
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7.
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According to experts, certain words make listeners take notice. Among the 15
most persuasive sales words listed were: proven, safe, free, and vacation.
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Multiple Choice
Identify the letter of the choice that best
completes the statement or answers the question.
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1.
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“Public relations” differs from “publicity” in
that a. | public relations generally consists of
specific activities that an organization uses, while publicity may not be controllable by the
organization. | b. | public relations
generally comes at no cost, while publicity costs the organization money. | c. | publicity is broader in scope than public
relations. | d. | there is no real
difference between the two. | | |
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2.
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Among
the roles of public relations are a. | maintaining a positive public presence , budgeting for
promotions, and hiring. | b. | improving customer relations, establishing corporate
identity, and paving the way for advertising and sales. | c. | establishing potential price points, enhancing the
effectiveness of advertising, and, in some cases, producing staff
newsletters. | d. | preparing press
releases and feature stories, expanding distribution channels, and exploring new venues for ambient
advertising. | | |
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3.
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Among
the nine key public relations techniques presented are press releases and press conferences, travel
exhibitions, cause-related marketing, and celebrity visits. Cause-related marketing would
describe a. | a company being
associated with a cultural event such as a local symphony orchestra. | b. | a company being associated with a major event such as the
Olympic Games or the World Cup of soccer. | c. | a company teaming up with a related organization to
cross-sell their products and achieve enhanced economies of scale. | d. | a company that may run a promotion with a charitable
organization and donate funds to the charity. | | |
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4.
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CRM is
an increasingly important concept and stands for a. | customers, resources, and
management. | b. | cognitive
recognition and recall management. | c. | customer relationship management. | d. | customers returned per thousand (where “M” is the
Roman numeral for 1000). | | |
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5.
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A good
example of cross-selling in hospitality and tourism would be: a. | travel insurance on an airline
ticket. | b. | a meal package at
a resort. | c. | selling the
customer a suite rather than a room. | d. | All of the above are good examples of
cross-selling. | | |
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6.
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Wine
tourism is very much a growing market in Canada and around the world. One of the major
challenges for wineries in Niagara Ontario is to a. | successfully combine a consumer product (wine) with a
tourism destination. | b. | attract visitors to their
wineries. | c. | access government
funding in order to promote the sale of their products. | d. | convince Ontario restaurants to carry their
wines. | | |
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7.
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The
insertion of brand logos or branded merchandise into television shows or movies is known as
“product placement”. Which of the following statements is
true? a. | This promotional technique is prohibitively
expensive for hospitality and tourism businesses. | b. | British Airways and the Province of Newfoundland have made
use of this promotional technique. | c. | Television show and movie producers are very reluctant to
include tourism products in their works. | d. | none of the above are true. | | |
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8.
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The
role of the salesperson in a hospitality or tourism organization a. | is to close the sale. | b. | is to cross-sell a customer. | c. | goes well beyond just selling, and includes gathering
market intelligence, and CRM. | d. | is rapidly diminishing as a result of Internet- and
Web-based selling. | | |
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9.
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Most
hotels and resorts employ some form of sales force, and The Westin Edmonton is no exception.
The person responsible for managing the sales team a. | may be interested in hiring CTHRC-certified sales
people. | b. | not only helps set
sales objectives, but also takes responsibility for recruiting, training, and motivating the sales
force. | c. | may use salary,
commissions, free travel, and bonuses to motivate the sales force. | d. | All of the above statements are
true. | | |
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10.
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At
least one person is quoted as suggesting that “word-of-mouth is far and away the dominant
communication force in the marketplace”. Among its powerful features are
its a. | longevity and professional
support. | b. | ability to be
confirmed by the company. | c. | independence form the company, and its ability to become a
chain reaction. | d. | universality. | | |
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Matching
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a. | cause-related marketing | i. | publicity | b. | event sponsorship | j. | public relations (PR) | c. | feature stories | k. | sales management | d. | cross-selling | l. | sales quotas | e. | personal selling | m. | word of mouth | f. | press release or news
release | n. | up-selling | g. | product placement | o. | cognitive dissonance | h. | publications | | | | |
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1.
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the
activities that a tourism or hospitality organization uses to maintain or improve its relationship
with other organizations or individuals
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2.
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attention received through news media coverage
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3.
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a short
article about an organization or an event that is written in an attempt to attract media attention,
which will then hopefully lead to media coverage
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4.
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articles of human interest that entertain, inform, or educate readers, viewers, or
listeners
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5.
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the
financial support of an event (e.g., a car race, a theatre performance, or a marathon road race) by a
sponsor in return for advertising privileges associated with the event
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6.
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a
technique whereby companies contribute to the well-being of society and associate themselves with a
positive cause that will reflect well on their corporate image
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7.
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annual
reports, brochures, and company newsletters and magazines that can draw attention to a company and
its products, and can help build the company’s image and convey important news to target
markets
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8.
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the
insertion of brand logos or branded merchandise into movies and television shows
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9.
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a
personalized form of communication in which a seller presents the features and benefits of a product
to a buyer for the purpose of making a sale
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10.
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upgrading price and profit margins by selling higher-priced products
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11.
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a state
of mind that customers experience after making a purchase, in which they are unsure whether they have
made a good or bad decision
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12.
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the
management of the sales force and personal selling efforts to achieve desired sales
objectives
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13.
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performance targets set periodically for individual sales representatives, branch
offices, or regions
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14.
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communication about products and services between people who are perceived to be
independent of the company that is producing or providing the product
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15.
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offering a customer the opportunity to purchase allied products that go beyond the
obvious core products
Answers:
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