Chapter 15

Question 1

Success or failure within the hospitality industry ultimately rests on the ability to __________.

Answer 1

sell

Question 2

__________ selling is the most expensive contact and communication tool used by the company.

Answer 2

Personal

Question 3

As companies move toward a stronger market orientation, their sales forces need to become more __________ focused and __________ oriented.

Answer 3

market,customer

Question 4

The newer view is that salespeople should know how to analyze sales __________ , measure market __________ , gather market __________ , develop marketing __________ and plans, and become proficient at the use of sales __________

Answer 4

data,potential,intelligence,strategies,tactics

Question 5

Objectives ensure that __________ goals are met. Goals may include revenue, market share, improving corporate image, and many others.

Answer 5

corporate

Question 6

By establishing specific values for business that has already been booked, hotel managers can encourage salespeople to increase the __________ of existing resources. If salespeople have clearly established goals and objectives for a second chance to increase their rewards, they may work harder to achieve goals.

Answer 6

productivity

Question 7

Structure of a hotel sales department depends on the __________ of the organization, __________ of the property, __________ of the market, and __________ of hotel.

Answer 7

culture,size,nature,type

Question 8

Territories are easy to administer, their sales potential is easy to __________ , they reduce total travel __________ , and they provide a sufficient and equitable __________ and sales potential for each sales representative.

Answer 8

estimate,time,workload

Question 9

Companies often __________ their sales forces along market segment lines.

Answer 9

specialize

Question 10

The obvious advantage of market specialization is that each sales force can become knowledgeable about specific market __________.

Answer 10

segments

Question 11

The importance of marketing __________ , such as wholesalers, tour operators, travel agencies and junket reps, to the hospitality industry has created sales force structures to serve marketing channels.

Answer 11

intermediaries

Question 12

The __________ , __________ , and __________ of hospitality company greatly affect the relative importance of travel intermediaries. This in turn affects whether a company designs its sales force structure by travel intermediary.

Answer 12

location, size, type

Question 13

Some hotels and resorts have a sales force structured by product, market segment or channel and customer. This is often a reaction to __________ and __________ forces rather than the result of strategic thinking.

Answer 13

internal, market

Question 14

Size of a sales force is determined by market __________ , __________ , corporate __________ and __________.

Answer 14

changes, competition,strategy, policies.

Question 15

__________ selling has proved to be an effective and powerful tactic to reach and retain key customers. Its opportunities and limitations are only beginning to be realized in the hospitality industry.

Answer 15

Team

Question 16

Hospitality companies traditionally design departments along __________ lines.

Answer 16

functional

Question 17

Today’s sales managers may have two types of salespeople within their departments: an __________ sales force and a __________ sales force.

Answer 17

inside,field

Question 18

In addition to traditional objectives, like increased occupancy, other non-quantifiable objectives are sometimes established for teams. These generally deal with enhancing __________ and __________ or using the team as a human resource training pool.

Answer 18

image, goodwill

Question 19

The goal of personal selling was traditionally viewed as a specific __________ with a customer.

Answer 19

contract

Question 20

__________ marketing is based on the premise that important accounts need focused and continuous attention.

Answer 20

Relationship

Question 21

At the heart of a successful sales force operation is the selection of effective sales __________.

Answer 21

representatives

Question 22

A study of superachievers found that super sales performers exhibit the following traits: __________ taking, powerful sense of __________ , problem-solving bent, care for the __________ , and careful __________.

Answer 22

risk,mission,customer,planning

Question 23

One of the shortest lists concluded that the effective salesperson has two basic qualities: __________ , the ability to feel as the customer does; and __________ drive, a strong personal need to make the sale.

Answer 23

empathy,ego

Question 24

Sales successes within the hospitality industry depends on development of excellent long-run relationships with __________ or __________ .

Answer 24

clients, accounts

Question 25

The 80/20 rule prevails within the hospitality industry. This concept says that a __________ of a firm’s business comes from a __________ of its customers.

Answer 25

majority,minority

Question 26

Many accounts represent infrequent purchases or low-yield business. These accounts cannot bear the cost of __________ sales calls or expensive __________.

Answer 26

personalized,promotions

Question 27

The salesperson now tells the product “story” to the buyer, following the AIDA formula of gaining __________ , holding __________ , arousing __________ , and obtaining __________

Answer 27

attention,interest,desire,action

Question 28

The two parties need to reach agreement on the price and other terms of sale. Salespersons need to win the order without making deep __________ that will hurt profitability.

Answer 28

concessions

Question 29

Sales quotas are often set __________ than the sales forecast in order to stretch sales managers and salespeople to perform their best level.

Answer 29

higher

Question 30

The __________ -quota school sets quotas higher than most sales representatives will achieve but are attainable.

Answer 30

high

Question 31

The __________ -quota school sets quotas that a majority of the sales force can achieve.

Answer 31

modest

Question 32

The __________ -quota school thinks individual differences among sales representatives warrant high quotas for some and modest quotas for others.

Answer 32

variable

Question 33

Those who are paid mostly on __________ generally receive less supervision. Those who are __________ and must cover definite accounts are likely to receive substantial supervision.

Answer 33

commission,salaried