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Hospital Tourism Test 5

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Question 1

Advertising copy that explains the features of a product and how those features benefit consumers is using a(n) __________ strategy.

A
irrational
B
imaginative
C
emotional
D
factual
Question 1 Explanation: 
Factual. There are several strategies that copywriters can use to develop advertising copy. One of these is the factual strategy that involves explaining what a product is, what it does, and how it benefits consumers. Copywriters are using facts to promote the product, such as explaining size or composition. For example, factual copy might state that a cell phone weighs less than one pound, is made of scratch-resistant material, and can be programmed to hold 500 numbers. The imaginative strategy would focus on explaining new and unusual ways to use a product. The emotional strategy appeals to consumers on a personal level and focuses on their feelings, such as love and loyalty. The emotional strategy also includes an irrational appeal rather than a factual appeal.
Question 2

Which of the following is effective mobile ad copy for a teenage target market:

A
Psst. Are you hungry? Then stop by Pete's Pizza for a free slice of cheese pizza. Today only. Tell all your friends. See you soon.
B
RU hngry? thN stop by Pete's <) 4 a fre slice. 2day 1ly. CU sn.
C
Pete's Pizza. Free slice.
D
When was the last time that you ate? Aren't you getting hungry? Then you've got to stop by. We'd love to see you. Bye.
Question 2 Explanation: 
RU hngry? thN stop by Pete's <) 4 a fre slice. 2day 1ly. CU sn. Although text messaging abbreviations are typically avoided in mobile ad copy, there are times when they are appropriate. For instance, if a restaurant's target market is teenagers, then it might send a mobile ad to teenagers in "their" language—text messaging lingo. Teenagers are more likely to respond to a message that uses the same abbreviations that they do rather than writing out every word in what becomes a very long message. While shorter messages are better, "Pete's Pizza. Free slice." is too short to give the ad recipients all of the information that they need, such as the fact that the offer is only good today.
Question 3

Businesses should check the copy and illustrations in the final advertising proof against the

A
line drawings.
B
storyboard.
C
previous version.
D
rough layout.
Question 3 Explanation: 
Previous version. The final proof shows the advertisement exactly as it will appear in print. Businesses should check the final proof against the previous version to make sure that all the changes and corrections indicated on the previous version were incorporated in the final proof. A rough layout is a basic guide showing the placement of the parts of the ad. A storyboard is a series of sketches depicting a television commercial. Line drawings are illustrations composed of solid lines without any shadings.
Question 4

When identifying community issues for company involvement, most businesses consider participating in ones that

A
contribute to the social good.
B
earn a reasonable profit.
C
support controversial issues.
D
boost employee loyalty.
Question 4 Explanation: 
Contribute to the social good. Businesses often identify community issues for company involvement. When considering possible issues, businesses often look for those that will contribute to the social good, such as helping needy families, supporting education, mentoring at-risk teenagers, etc. The intent is to become involved in activities that will improve the community and benefit the citizens. When identifying community issues for company involvement, businesses usually do not consider which ones will earn a reasonable profit or build loyalty. However, as a result of being involved in community activities, a business might receive positive publicity which will help build employee and consumer loyalty and increase profit. A business is less likely to support controversial issues that may alienate its various publics.
Question 5

Which of the following is a guideline for writing a news release:

A
Close with a summary of the main points
B
Be objective in presenting facts
C
Use several pages to tell the complete story
D
Allow the media to correct spelling and grammar
Question 5 Explanation: 
Be objective in presenting facts. News releases are supposed to be objective. Don't include your opinion or let your feelings show. A news release follows the format of a news story and begins by answering the questions "Who?" "What?" "When?" "Where?" and "Why?" There is no need to close with a summary of the main points. A news release should be a maximum of two type-written pages in length. You should check your spelling and grammar because the media often use a news release just the way they receive it.
Question 6

What do many businesses plan to attract customers and encourage them to visit their facilities?

A
Market trips
B
Trade shows
C
Press kits
D
Special events
Question 6 Explanation: 
Special events. Businesses often plan a variety of special events to attract customers and encourage them to visit the store. Special events might include special sales, grand openings, celebrity visits, product demonstrations, etc. Businesses usually try to plan special events that will appeal to the target market. Trade shows are events where businesses display and/or demonstrate their products to build sales leads and interest. Press kits are developed by businesses for the media. Market trips involve retail buyers visiting market centers to buy merchandise for their stores.
Question 7

Putting out seasonal merchandise and creating festive displays are activities that are part of a

A
liquidation sale.
B
holiday open house.
C
staff party.
D
customer appreciation day.
Question 7 Explanation: 
Holiday open house. Preparing for a special event, but especially a holiday open house, includes providing seasonal merchandise to customers and also creating festive displays. This kind of event is fun for customers and retailers alike but also involves a lot of work. It is important to start early and thoroughly plan all the details. A liquidation sale does not involve seasonal merchandise or festive displays, nor does a staff party. A customer appreciation day might involve special merchandise and/or special displays, but these would generally not be seasonal in nature but would reflect customer-focused themes.
Question 8

Which of the following is an important part of display maintenance:

A
Selecting proper lighting
B
Choosing an effective principle of design
C
Selecting an arrangement pattern
D
Replacing missing items immediately
Question 8 Explanation: 
Replacing missing items immediately. Display items may be removed from the display because they have become soiled, been damaged or stolen, or sold. Many businesses do not sell items directly from a display because it will disrupt the display and damage its appearance. However, even these businesses will occasionally agree to sell a displayed item when no other item is available for the customer to purchase. When this happens, an appropriate replacement item should be put in the display as quickly as possible. The alternatives are actions taken in creating a display rather than maintaining it.
Question 9

One way of tracking marketing-communications activities is through the use of

A
questionnaires.
B
databases.
C
surveys.
D
interviews.
Question 9 Explanation: 
Databases. A database is computerized storage for information and facts. The use of databases is one way of tracking marketing-communications activities. For example, a business sends out 100,000 promotional letters to customers and receives 25,000 responses. The business maintains a database of the names and characteristics of 100,000 customers as well as information about those who responded. The business can analyze the database to track the effectiveness of the mailing in reaching the target market. Questionnaires, surveys, and interviews are ways of obtaining marketing information rather than ways of tracking marketing-communications activities.
Question 10

What promotional method might a resort hotel use to tell former guests about future theme-weekend packages?

A
Free publicity
B
Direct mail
C
Lobby display
D
Local media
Question 10 Explanation: 
Direct mail. Direct mail is a promotional medium that comes to consumers in the form of letters, catalogs, postcards, faxes, and folders. Hotels can use direct mail advertising to reach a specific market such as former guests. Direct mail allows hotels to advertise only to those customers who are most likely to buy their services. Publicity is any nonpersonal presentation of ideas, goods, or services that is not paid for by the company which benefits from it. A lobby display is a visual presentation of goods and services. Local media include the radio, television, magazines, and newspapers serving a specific location.
Question 11

Which of the following is an example of a sales promotion that hotels often use to attract customers:

A
Public relations campaign
B
Local newspaper advertisement
C
Weekend discount package
D
Cable television commercial
Question 11 Explanation: 
Weekend discount package. Sales promotion is promotional activities other than advertising, personal selling, and publicity that stimulate customer purchases. These activities include coupons, contests, discounts, and premiums that are intended to attract customers. A hotel that offers a special weekend discount package is using sales promotion to encourage customers to visit during what might be a slow time for the hotel. A local newspaper advertisement and a cable television commercial are examples of traditional advertising rather than sales promotion. A public relations campaign is not sales promotion.
Question 12

What might a travel agency include in a display to graphically show people enjoying a destination or participating in a tour of exotic places?

A
Videos
B
Testimonials
C
Facts
D
Souvenirs
Question 12 Explanation: 
Videos. Many travel agencies are developing displays that include videos to be able to graphically show people enjoying a destination or participating in a tour. The benefit of using videos is that it enables potential customers to see what they would see on a tour and to see what they might do at a destination. The videos are able to show action and excitement and create an atmosphere that attracts customers and increases sales. For example, a video of people white-water rafting or touring a castle is more interesting than a simple photograph. A display might include facts, testimonials from satisfied customers, and sample souvenirs; but these are static parts of a display and do not graphically show people participating in activities.
Question 13

What type of selling question is the following: "What color of car do you want?"

A
Open-ended
B
Assumptive
C
Impersonal
D
Interpretive
Question 13 Explanation: 
Open-ended. An open-ended question requires more than a simple "yes" or "no" response. Assumptive questions are used when you think you know how customers feel and what they will say. Interpretive questions help you to understand what the customers have said. An impersonal question would be unrelated to the customer's preferences.
Question 14

Salespersons who use the products they sell are able to suggest appropriate substitute products to customers because of their own personal

A
experience.
B
preference.
C
feelings.
D
opinion.
Question 14 Explanation: 
Experience. Salespeople often try the products they sell in order to acquire product information. They are able to explain the features and benefits of substitute items based on information they have obtained from using the items themselves. Salespeople should not let their own personal preferences, opinions, and feelings influence the product information or suggestions that they give to customers.
Question 15

Which of the following is an example of a salesperson empathizing with a customer's objection:

A
"I understand how you feel."
B
"You think the price is too high."
C
"Everyone is buying this item."
D
"This is the best deal in town."
Question 15 Explanation: 
"I understand how you feel." Salespeople do not always have to agree with customers, but they should show that they understand the customers' feelings and appreciate their points of view. With a statement such as, "I understand how you feel," salespeople can tell customers that they think their objections are important. As a result, salespeople will probably find that customers will be more open and honest with them. The other responses do not show empathy with customers' objections.
Question 16

A salesperson should answer a customer's questions and fully explain the benefits of products so that the customer will

A
feel good about the buying decision.
B
think about making a decision.
C
be left in a state of indecision.
D
make a quick decision.
Question 16 Explanation: 
Feel good about the buying decision. Customers often are not able to make a decision on what they want, and the salesperson should help them make the buying decision by answering their questions and providing them with information. Salespeople who answer questions and explain benefits will help customers to feel good about their decision to buy. Customers should not be rushed into making a quick decision as this may lead to dissatisfaction later. Salespeople should not leave customers in a state of indecision or thinking about making a decision.
Question 17

What type of technique might be effective if a business is trying to sell a large, complex product to another business?

A
Retail selling
B
Mass marketing
C
Sale pricing
D
Team selling
Question 17 Explanation: 
Team selling. Team selling is a technique that involves putting together a group, or team, of specialists to sell to a business. Some products are large and complex and require the expertise of several different specialists to effectively explain their features and benefits. A selling team is able to present a large amount of information to a potential customer, answer technical questions, and project a strong sales effort. Mass marketing is designing products and directing marketing activities in order to appeal to the whole market. Sale pricing is pricing items at low levels and promoting them for a limited period of time. Retail selling is selling directly to the ultimate consumer.
Question 18

One reason salespeople adjust their sales style from one customer to another is to appeal to each customer's

A
natural aptitude.
B
hidden objection.
C
internal ability.
D
unique personality.
Question 18 Explanation: 
Unique personality. Personality is an individual's qualities or traits and behavior. Because each individual customer has a unique personality, salespeople need to adjust their sales style to appeal to those personalities. The type of personality has an influence on customers' buying behavior and on how they relate to salespeople. Some customers expect a lot of information, others make decisions quickly, and others want social interaction. Salespeople need to be sensitive to the different personalities and adjust their sales style accordingly in order to be successful. Aptitudes are natural talents for learning specific skills. Hidden objections are the real objections that customers do not want brought out in the open. Abilities are capacities to perform tasks, functions, etc.
Question 19

A circumstance that often motivates people to select one lodging facility over another is the

A
food and beverage tax rate.
B
seller's personal preferences.
C
use of positioning strategies.
D
location of the property.
Question 19 Explanation: 
Location of the property. People travel for many reasons, including business and leisure. The purpose of the trip, as well as the site location, often influences the selection process. For example, a businessperson traveling to meet with a customer might select a property close to the customer's office. A leisure traveler might select a beachfront resort hotel over a nearby roadside motel because it might offer more amenities geared to vacationers. A trucker, on the other hand, might select the roadside motel because of its easy access to the highway. Positioning strategies are methods that members of the hospitality industry use to create a particular image or standing in the marketplace. Although hotels use positioning strategies to appeal to customers, customers do not generally consider the specific techniques that businesses use to position products. A traveler selects a lodging facility based on his/her personal preferences, not the seller's (hotel). Although some travelers might consider tax rates when selecting a lodging facility, it is usually not a primary factor in the selection process. In addition, lodging facilities in the same general area most likely have the same tax rates.
Question 20

Which of the following is the main purpose of management:

A
To create a pleasant working atmosphere
B
To reach a specific level of productivity
C
To obtain the needed resources
D
To accomplish the business's goals
Question 20 Explanation: 
To accomplish the business's goals. Management is the logical process of coordinating resources, such as money and employees, in order to accomplish an organization's goals. Some ways that management can do this are by obtaining needed resources and creating a good working atmosphere in which workers can be as productive as possible.
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