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Hospital Tourism Test 4

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Question 1

One of the main benefits for companies participating in a trade show is the opportunity to

A
meet with competitors.
B
obtain sales leads.
C
visit new cities.
D
hire new employees.
Question 1 Explanation: 
Obtain sales leads. People who attend trade shows usually have an interest in the goods and services on exhibit. Therefore, they are good sales leads for the companies participating in the show. Companies do not participate in trade shows in order to meet with the competition, although trade shows do give businesses a chance to see what competitors are doing. Visiting new cities and hiring new employees are not main benefits of trade show participation.
Question 2

A primary reason hospitality employees and businesses join professional or trade organizations is to

A
increase employee productivity.
B
develop promotional efforts and materials.
C
qualify for additional government funding.
D
obtain further education and certification.
Question 2 Explanation: 
Obtain further education and certification. Trade or professional organizations consist of individuals or groups that work within a particular industry. Benefits of belonging to a professional organization include networking opportunities, the establishment of consistent industry standards, trade shows, and venues for members to further their education (e.g., seminars, workshops, classes, certification) within the industry. Continuing education programs can help people keep up with trends associated with their industry. The availability of government funding is dependent on each government's resources and guidelines. Therefore, it cannot be assumed that all governments provide financial support to trade organizations. Joining a professional organization does not necessarily improve or increase employee productivity. Joining a trade organization might help industry members learn about the use of promotion, but it does not necessarily develop the materials or programs for them.
Question 3

What is the typical effect of an economic slowdown on the hospitality industry?

A
An increase in the number of guests and a decrease in the number of rooms available
B
A decrease in the number of guests and an increase in the number of rooms available
C
A decrease in the number of guests and a decrease in the number of rooms available
D
An increase in the number of guests and an increase in the number of rooms available
Question 3 Explanation: 
A decrease in the number of guests and an increase in the number of rooms available. A decrease in the number of guests occurs during economic slowdowns because people are reluctant to spend their discretionary income on travel. Consequently, there is an increase in the number of rooms available as more rooms become available for rent. An increase in the number of guests and an increase in the number of rooms available does not follow the law of supply and demand, which suggests that as demand for rooms go up, supply typically goes down. A decrease in the number of guests and a decrease in the number of rooms available would work the other way because as demand goes down, the supply of rooms available for rent typically goes up. An increase in the number of guests and a decrease in the number of rooms available typically occurs during good economic times when people are more willing to spend their discretionary income on travel.
Question 4

n the travel and tourism industry, customers' perceptions of value and worth are often associated with

A
price.
B
profit.
C
place.
D
promotion.
Question 4 Explanation: 
Price. Price is the marketing element requiring marketers to determine the amount of money they will ask in exchange for their products. In the travel and tourism industry, price is closely associated with customers' perceptions of value and worth. If customers think the travel product has value and worth, they are often willing to pay for it. Also, value and worth differ from customer to customer, so what is value to one customer might not be value to another. For example, some people prefer economy hotels because saving money is a value to them. To other people, receiving many services is a value that they are willing to pay for. Profit is the monetary reward a business owner receives for taking the risk involved in investing in a business. Place is the marketing element focusing on considerations in getting a selected product in the right place at the right time. Promotion is a marketing function needed to communicate information about goods, services, images, and/or ideas to achieve a desired outcome.
Question 5

Why would a graphic designer for an amusement park find the color image of the park on a computer screen to be different from the park's actual color?

A
Software lacks the capability to depict true colors.
B
The color wheel was not compared with the computer image.
C
Color reproduction processes define different visible areas.
D
Color rendition requires CAD-CAM capabilities.
Question 5 Explanation: 
Color reproduction processes define different visible areas. Each color space is a subset of the true range of visible colors. Software programs that use color mapping can find the relationships between the colors in the two color spaces and determine the best color rendition. CAD-CAM capabilities and color-wheel comparison are not required to obtain close approximations of true colors.
Question 6

Which of the following would be the best option for restaurant managers to do to encourage the identification of new product ideas:

A
Encourage family members to generate new product suggestions and ideas
B
Encourage competitors to recommend new product ideas
C
Encourage employees to report new product ideas from other restaurants they visit
D
Encourage their trade association to regularly submit new product ideas to local restaurants
Question 6 Explanation: 
Encourage employees to report new product ideas from other restaurants they visit. New product ideas come from a variety of internal and external sources. Some examples of internal sources include personal observation; formal research and development activities; recommendations from corporate, employees, family members, and people who provide professional assistance to the restaurant such as bankers, attorneys, etc. The problem with asking family members for recommendations is that managers might feel that they can't reject bad ideas. Competitors won't recommend new products because they don't want to lose business to others. Although trade associations might suggest ideas for new products, the fact that they're recommending the products to local restaurants would fail to give any one restaurant a competitive advantage.
Question 7

Several clients indicate an interest in products that the business does not currently offer. These requests can be given to buyers to help them to

A
forecast sales.
B
determine what to buy.
C
select vendors.
D
research the market.
Question 7 Explanation: 
Determine what to buy. Buyers consider customer requests in order to determine whether a profitable market exists for new goods and services. A sales forecast is a prediction of what sales to a target market will be over a specific period of time. Marketing research is the process of collecting, recording, and analyzing data for marketing decision-making. Buyers obtain information about prices, terms, delivery, etc., from several vendors during the process of vendor selection.
Question 8

How does a product's peak selling season affect a business's purchasing efforts?

A
Businesses usually buy small quantities of the item on a more frequent basis.
B
Businesses generally need less lead time for large quantity orders.
C
Businesses usually base order size on the competition's buying behavior.
D
Businesses generally buy the item in larger quantities.
Question 8 Explanation: 
Businesses generally buy the item in larger quantities. A business's peak selling season occurs when customer demand for certain goods and services is very high. For example, the demand for beachwear and outdoor furniture is usually highest during the spring and summer months in the northern hemisphere. Therefore, businesses generally try to order these types of items so they have enough on hand to meet demand. Some types of businesses (e.g., resort gift shops) carry similar items need them at the same time, so vendors and manufacturers might need more lead time to fill orders. Although businesses might purchase small quantities of the item on a frequent basis, they run a risk of back-order situations from their suppliers and, therefore, cannot meet customer demand. Although businesses consider competition when marketing products, other factors are often considered when determining the quantity of items to purchase.
Question 9

Which of the following is an example of a product in the travel and tourism industry:

A
A brochure explaining cruise options
B
A fly-drive vacation package
C
An inquiry about flight schedules
D
A confirmation letter to a customer
Question 9 Explanation: 
A fly-drive vacation package. The main product in the travel and tourism industry is the experience. This experience often includes contact with tangible objects such as airplanes, automobiles, cruise lines, etc. However, what the customer is buying is the actual experience of traveling and visiting destinations. In this example, the fly-drive vacation package is the product because it is what the customer will experience. A brochure explaining cruise options is a promotional piece. Checking on flight schedules and sending confirmation letters are services involved in selling the travel and tourism product.
Question 10

A large company that owns a chain of economy hotels recently developed plans to start a chain of upscale hotels. This is an example of

A
multicorporate franchising.
B
market potential.
C
product extensions.
D
property management systems.
Question 10 Explanation: 
Product extensions. A product extension is a good or service added to an existing product line or product category. An example is a hotel chain adding a new line of hotels. Valet service and full-service dining can be found in many upscale hotels but not at an economy facility. A company that owns more than one type of hotel and offers different levels of service or amenities have extensions from the main product (hospitality services). Market potential refers to estimated revenues or income that can be generated from a specific market segment. Franchising is a method of distributing goods and services through a licensing arrangement between a parent company and another individual or company outside the parent company. Multicorporate franchising is not a term used in the hospitality and tourism industry. Property management systems are the central computer or technological systems that a hotel uses.
Question 11

Which of the following is a service that might influence a business owner's decision to select a certain vendor:

A
Budgeting
B
Forecasting
C
Regulating
D
Advertising
Question 12

Four Seasons Hotels and Resorts, which prides itself on its extensive collection of art and artifacts, has created a series of audio programs featuring discussions with art experts about works of art found at Four Season Hotels and Resorts around the country. These recordings, available in several different formats, are available for download at the company's web site. Which of the following terms best describes these audio programs:

A
Podcasts
B
Social media
C
Blogs
D
Ad serving
Question 12 Explanation: 
Podcasts. Podcasts are digital audio and/or visual programs that can be automatically or manually downloaded from the Internet to customers' mp3 players or computers. Customers can then listen to and/or watch the podcasts at their leisure. Hospitality and tourism companies may use podcasts to educate or entertain potential guests while also advertising their organizations' services. Social media are typically networking web sites that rely on users for content. Blogs are online journals containing entries written by a company, individual, or group of people. Ad serving involves advertising to an Internet user while his/her chosen web page is loading onto her/his browser.
Question 13

Which of the following is an example of a social bookmarking web site:

A
Del.icio.us
B
Google
C
Bing
D
Facebook
Question 13 Explanation: 
Del.icio.us. Social bookmarking web sites such as Del.icio.us allow subscribers to post, tag, and rank links to articles, blogs, photos, and videos online. Some do so for strictly personal purposes, such as to bookmark web pages, articles, or photos that they would like to access away from home or share with their friends. Other individuals access social bookmarking web sites to search for more “trusted” web sites that focus on a particular topic. Because these individuals may bypass more traditional search engines such as Google and Bing entirely, businesses often post their own web sites and blog entries on social bookmarking sites as well. To improve their chances of being seen on these social bookmarking sites even further, businesses also encourage their web site and blog visitors to tag and/or rank their sites for many different social bookmarking sites. Facebook is a social networking web site, not a social bookmarking web site.
Question 14

Which of the following computer programs prevents e-mail messages containing the word "free" in the subject header from entering the inbox:

A
Queues
B
Gophers
C
Filters
D
Servers
Question 14 Explanation: 
Filters. Filters are computer programs that block out unwanted information such as junk e-mail. Some filters only allow e-mails from preselected addresses such as those from friends and family members to pass through. Others don't let e-mails with certain words such as "free" in the subject header enter the inbox. Filters are an obstacle to businesses because they can prevent the delivery of their e-mail messages. Servers, gophers, and queues are not computer programs.
Question 15

Using the color yellow in an advertisement would help to create a(n)

A
appropriate ad for St. Patrick's Day.
B
feeling of cheerfulness and warmth.
C
very legible advertisement.
D
feeling of coolness and quiet.
Question 15 Explanation: 
Feeling of cheerfulness and warmth. Yellow suggests sunlight, which provides both warmth and cheer. Whether an ad using yellow was very legible would depend upon the color(s) used with it—black on yellow is easy to read. St. Patrick's promotions are traditionally green. A feeling of coolness and quiet is created by blue.
Question 16

Which of the following has a significant impact on the composition of a print ad:

A
Production costs
B
Storyboard
C
Color harmonies
D
Dialogue
Question 16 Explanation: 
Color harmonies. The various colors in an ad need to go together, or be in harmony, for the ad to be visually appealing. Color is an important element of an ad because color attracts attention and helps to create a mood. Therefore, it is important to use colors that go together well and create the desired look. Storyboard is the outline of a television commercial. Production costs do not impact the composition of a print ad because composition involves the design of the ad. Dialogue is important in television commercials and radio spots.
Question 17

One way to use the concept of digital color is to prepare

A
publicity plans.
B
accurate proofs.
C
marketing programs.
D
sales procedures.
Question 17 Explanation: 
Accurate proofs. Digital color is one aspect of digital imaging which involves the development of computer-generated ads and promotional materials and the printing of those materials. Digital color also is a method of preparing accurate proofs that portray the colors exactly as they will appear in the printed piece because the proof is prepared from the same computer file that will be used to print the piece. The concept of digital color is not used to prepare publicity plans, marketing programs, or sales procedures.
Question 18

Renaissance is a prestigious cruise line that offers luxury accommodations and charges premium prices. What factor affecting price of travel products does this illustrate?

A
Corporate image and positioning
B
Discriminatory pricing
C
Competitive pricing
D
Corporate objectives
Question 18 Explanation: 
Corporate image and positioning. This factor involves setting prices that are consistent with overall company image and position. The cruise line chooses to communicate a deluxe image and set prices well above average. Discriminatory pricing involves setting two or more prices to appeal to select target markets. The corporate objectives factor strives to set prices to meet objectives of profit levels, market share, or sales volume. Competitive pricing involves setting prices based on the good/service's of competition.
Question 19

At the Clara's Pizza Parlor web site, customers are encouraged to send electronic postcards advertising the restaurant to friends and families. This is an example of __________ word-of-mouth marketing.

A
amplified
B
organic
C
celebrity
D
inconspicuous
Question 19 Explanation: 
Amplified. Word-of-mouth marketing occurs when customers tell others of their satisfaction with a particular business. Amplified word-of-mouth marketing takes place when marketers purposely encourage their customers to share information about a business with others in their community. Clara's Pizza Parlor, for example, deliberately asks visitors to its web site to send information about the restaurant—in the guise of a postcard—to their families and friends. Organic word-of-mouth marketing is another word-of-mouth strategy. Organic word-of-mouth marketing occurs when satisfied customers voluntarily tell people around them about a business that they like, without the business prompting them to do so. Celebrities are sometimes used as a word-of-mouth strategy, but that is not true of this example. Inconspicuous word-of-mouth marketing is a fictitious term.
Question 20

Which of the following target markets is most likely to respond favorably to a viral marketing campaign that includes an interactive game:

A
Male professionals aged 30 to 36
B
Female professionals aged 22 to 29
C
Male professionals aged 22 to 29
D
Female professionals aged 30 to 36
Question 20 Explanation: 
Male professionals aged 22 to 29. Viral marketing typically involves creating an entertaining or informative image, video, or interactive game that can be shared electronically. Research indicates that students and young professionals are most receptive to viral marketing. While both young males and females respond well to viral ads in the form of images or video, young men tend to be more responsive to interactive games than young women are.
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