旅游目的地管理智慧樹知到課后章節答案2023年下西安外國語大學西安外國語大學

第一章測試

WhyisgoodcustomerserviceespeciallyimportantforasmallCVB?

A:Offeringsuperiorserviceforthesamepriceaslargercompetitorsgivesitanadvantage.B:SmallerCVBsmustworkhardertoprovetheirworthtothecommunity.

C:CVBswithexcellentcustomerservicetendtoattractbetteremployees.D:SmallerCVBsmustmaintainhigherstandardsthanlargerbureaus.

答案:Offeringsuperiorserviceforthesamepriceaslargercompetitorsgivesitanadvantage.

WhichofthefollowingCVBserviceswouldprobablybeofleastinteresttomeetingplanners?

A:ProvidingstafftoworkconferenceregistrationB:Referringmeetingplannerstolocalservicessuchasflorists,caterers,orprofessionalspeakersC:Identifyingcommunityfacilitiesthatarebus-friendlyD:Actingasareservationagentforconferenceparticipants

答案:Identifyingcommunityfacilitiesthatarebus-friendly

Inwhatwayaremotorcoachgroupsdifferentfrommeetingorconventiongroups?

A:Motorcoachgroupsaresmallerandgotoadestinationforsightseeing.B:Motorcoachgroupsaremuchlargerandarriveatthedestinationbyplane.C:Motorcoachgroupparticipantsaremuchyounger.D:Motorcoachgroupparticipantstendtocomefromfartheraway.

答案:Motorcoachgroupsaresmallerandgotoadestinationforsightseeing.

WhyisaCVBinthebestpositiontohandlearrangementsforlocalgovernmentofficialstoappearatconferencewelcomeevents?

A:TheCVBislikelytohavecontributedtotheofficials’campaignsatonetimeoranother.B:TheCVBknowswhichofficialshavethemosttimeforpublicappearances.C:TheCVBshouldalreadyhaveagoodworkingrelationshipwithlocalgovernmententities.D:LocalgovernmentofficialsmayalsobeCVBboardmembers.

答案:TheCVBshouldalreadyhaveagoodworkingrelationshipwithlocalgovernmententities.

LeadgenerationisanexpensiveventureforaCVBbecause:

A:advertisingexpensesarehigh.B:oftheextensivestafftimerequired.C:clientschargefeeswhenpotentialcustomersaresenttothem.D:thebillsgeneratedbylong-distancephonecallsarehigh.

答案:oftheextensivestafftimerequired.

第二章測試

Whatisprospecting?

A:FindingnewpotentialmembersforaCVBB:NetworkingandmeetingwithpotentialclientsC:UsingInternetmarketingtoattractnewclientsD:SearchingforCVBfundingsources

答案:Networkingandmeetingwithpotentialclients

Whichofthefollowingisoneofthethreemainquestionswhenqualifyingaprospect?

A:Doesaneedexistthatthedestinationcansatisfy?B:Howmuchrevenuewillthepotentialeventbringtothedestination?C:Whatkindofleisureactivitieswilltheevent’sattendeeswant?D:Doesthedestinationhaveenoughhotelroomstosatisfytheprospect’srequirements?

答案:Doesaneedexistthatthedestinationcansatisfy?

HowisaskingaprospecttorankhisorherneedsinorderofimportancehelpfultoaCVBsalesperson?

A:Theprospectmaythinkofmorequestionstoaskduringtheprocess.B:Itgivesthesalespersontheorderinwhichtosellthedestination’sstrengths.C:Thelistcanhelpthesalespersontodecidewhetherthedestinationisagoodfitfortheprospect.D:Itallowsthesalespersontohelptheprospectdecidewhichdestinationvenueswouldbebestfortheevent.

答案:Itgivesthesalespersontheorderinwhichtosellthedestination’sstrengths.

Acustomer’sdoubtsthatmustbeovercomeduringthesalesprocessarecalledtypicallycalled:

A:Opportunities.B:Objections.C:Concerns.D:Liabilities.

答案:Liabilities.

Anobjectionthatdealswithsomethingadestinationcannotprovideiscalleda:

A:Misunderstanding.B:Physicalobjection.C:Liability.D:Limitation.

答案:Liability.

第三章測試

Aconsolidatedapproachtodestinationmarketingisbeneficialtotourismbusinessesbecause:

A:

itisbettertoconcentratemarketingeffortsonjustonetypeofmedia.B:

largermarketingcampaignsalwaysyieldbetterresults.C:

poolingresourcesgivesbusinessesgreaterbuyingpowerthantheywouldhaveontheirown.D:

itallowsbusinessestocutcorners.

答案:

poolingresourcesgivesbusinessesgreaterbuyingpowerthantheywouldhaveontheirown.

Whatisthefirststepindevisingabrandforadestination?

A:

Definethedestination’ssellingpoints.B:

Createalogo.C:

Comeupwithacatchyslogan.D:

Craftapositioningstatement.

答案:

Definethedestination’ssellingpoints.

WhatisthethirdstepintheAIDAcycle?

A:

desireB:

determinationC:

decisionD:

destination

答案:

desire

Brandsinthehospitalityindustryhavebeensuccessfulbecause:

A:consumersassociatevaluewiththebrandname.B:consumerneedsevolvefrombrandedproductsandservices.C:brandeddestinationspaylittleattentiontothechangingnatureofconsumerneeds.

答案:consumersassociatevaluewiththebrandname.

Brandingisacollectionof________inthemindofvisitors.

A:

feedback

B:

imagesC:

perceptionsD:

motivations

答案:

perceptions

第四章測試

Inwhichstageoftheproductlifecyclearedistributionchannelsaddedasdemandforaproductincreases?

A:IntroductionB:MaturityC:GrowthD:Decline

答案:Growth

WhatbenefitdoesparticipatinginacommunityvisioningprocesshaveforCVBs?

A:CVBsrecruitnewemployeesfromtheprocess.B:TheprocessgivesCVBsgreaterdirectcontrolovertheproductsitisexpectedtosell.C:TheprocesshelpstheCVBtosetitsbudgetforthenextyear.D:TheprocesshelpstheCVBraiseawarenessofthevalueoftourismtothecommunity.

答案:TheprocesshelpstheCVBraiseawarenessofthevalueoftourismtothecommunity.

Aproductcanexperiencerebirthinsteadofdeclineifthefirm:

A:significantlyincreasestheadvertisingbudgetfortheproduct.B:allowsanothercompanytotakeoverthemarketingoftheproduct.C:recreatestheproductbyaddingnewfeaturesorusinginnovativemarketing.D:sellstheproductforanextremelylowprice.

答案:recreatestheproductbyaddingnewfeaturesorusinginnovativemarketing.

TheCVBproductmarketingdilemmais:

A:Accountabilitywithoutauthority.B:Destinationdevelopment.C:Motivation.D:Private-sectorcompetition.

答案:Accountabilitywithoutauthority.

OverwhichofthetraditionalfourPsofmarketingdoCVBsusuallyhavesomecontrol?

A:ProductB:PlaceC:PromotionD:Price

答案:Promotion

第五章測試

AnactivityreferstothephysicalactiontakenbytheCVBfunctionalarea.IthelpstheCVBanditsstafftoknowwhethertheactivitytakenreachesitsgoal.

A:錯B:對

答案:錯

WhatarethetwofundamentaltopicsCVBsdealwithintheresearchprocess?

A:destinationresearchandCVBaccountabilityresearchB:performanceindicatorsandperformancemeasuresC:visitorprofilesandimagestudiesD:visitorstudiesandconventionstudies

答案:destinationresearchandCVBaccountabilityresearch

Whichisnotincludedindirectdata?

A:jobsproduceB:payrollC:visitorspendingD:economicmultiplier

答案:economicmultiplier

CVBPerformanceReportingprocessincludesthefollowingthreefunctionalareas:

A:

traveltradesalesB:

operationaldefinitionsandmeasuresC:

conventionsalesD:

marketingandcommunication

答案:

traveltradesales;

conventionsales;

marketingandcommunication

Marketingproductivityismeasuredthroughthenumberofvisitors.

A:錯B:對

答案:錯

第六章測試

Whichofthefollowingisanelementofacommunicationsplan?

A:TelevisioninterviewsB:ChairpersonC:PressreleasesD:Strategy

答案:Strategy

Newsreleasesarewritteninwhichformat?

A:HourglassB:FreestyleC:ChronologicalD:Invertedpyramid

答案:Invertedpyramid

Animportantquestiontoaskwhenplanninganindividualjournalistvisittoadestinationis:

A:Willthetripbefullyescorted,orwillthejournalistbeonhisorherownforpartofthetrip?B:Whatkindofrentalcarwouldthejournalistprefer?C:Whatisthejournalist’sfavoriterestaurant?D:Whatisthestoryanglethejournalistispursuing?

答案:Whatisthestoryanglethejournalistispursuing?

WhichofthefollowingpeoplewouldbethelikeliestchoiceforaspokespersonforaCVB?

A:AcustomerservicerepresentativeB:AlocalcelebrityC:ItsdirectorofmarketingandsalesD:Oneofitstelephoneoperators

答案:Itsdirectorofmarketingandsales

Areviewofstrengthsandweaknessesandacompetitiveanalysisiswhichpartofanorganization’scommunicationsplan?

A:TargetaudienceB:ObjectivesC:SituationD:Missionorpurpose

答案:Situation

第七章測試

Whichofthefollowingisoneoftheoperationalfunctionsofhumanresourcesmanagement?

A:AdministrationofcompensationandbenefitsB:OrganizationaldesignC:RecruitingdesignD:Traininganddevelopmentintermsofpersonalandprofessionalgrowth

答案:Administrationofcompensationandbenefits

Whichofthefollowingisoneofthestrategicfunctionsofhumanresourcesmanagement?

A:organizationaldesignandsuccessionplanningB:administrationofcompensationandbenefitsC:employeerelationsD:compliance

答案:organizationaldesignandsuccessionplanning

Whatisthefundamentalquestionoftheplanningprocess?

A:Whatdoestheorganizationhavetoofferthepublic?B:Whatdoestheorganizationwantfromitsemployees?C:Whatistheorganization’sidealprofitmargin?D:Whatistheorganizationmeanttoachieve,andhowwillitdothat?

答案:Whatistheorganizationmeanttoachieve,andhowwillitdothat?

Organizationsthatstriveforcontinuousandnever-endingimprovementdowhichofthefollowing?

A:Setloftygoals.B:Makeradicalchangesinthewaybusinessisconducted.C:Constantlyaskquestions.D:Setstrictrequirementsforemployees.

答案:Constantlyaskquestions.

Whichofthefollowingdescriptionsaboutpersonalandprofessionaldevelopmentaretrue?

A:Itisthedevelopmentofemployeecompetencies,skillsandtalents.B:Itisasystematicapproachforem