Boutique Hotels - In an industry where guests are tired of cookie-cutter hotels, some consumers are looking for personalized service, which can be found in boutique hotels.
Boutique hotels cater to their guests' sense of their personal image as being discriminating, more sophisticated, and more hip. Frequently, these guests don't want to be where the crowds are. This is a small but growing market niche. There are no generally recognized rules for boutique hotels, but they tend to be small and service oriented, with high-style decor and top-notch restaurants. Employees are called cast members. Amenities include cordless phones, DVR players hooked up to HD televisions, Aveda brand bath and hair products, and down comforters and pillows.
- Refer to Boutique Hotels. To evaluate the quality provided by boutique hotels, customers can assess the quality only after staying. This is which quality characteristic?
a. experience
b. relational
c. credence
d. search
e. synergistic
ANSWER: a
- Refer to Boutique Hotels. Since boutique hotels are typically independently owned and/or part of small chains, people who seek out boutique hotels cannot be sure of what type of amenities or specific services they will be provided. In other words, the services provided by boutique hotels tend to be relatively high in:
a. instability
b. inseparability
c. intangibility
d. heterogeneity
e. perishability
ANSWER: d
- Refer to Boutique Hotels. The service provided by employees at boutique hotels cannot be touched, seen, or felt in the same manner as the hair and bath products and can be described as:
a. unknowable
b. tangible
c. intangible
d. credible
e. incomprehensible
ANSWER: c
- Refer to Boutique Hotels. When a guest asks an employee for directions to a local gallery or museum, the service received cannot be stored or warehoused. This service, therefore, is characterized as:
a. inseparable
b. perishable
c. intangible
d. unstable
e. homogeneous
ANSWER: b
- Refer to Boutique Hotels. Which type of processing occurs most often at a hotel that wants to provide personalized service?
a. People processing
b. Possession processing
c. Information processing
d. Equipment processing
e. Supplementary processing
ANSWER: a
- Refer to Boutique Hotels. Boutique hotels not only call their employees cast members, but they compete for their talent, provide them with all the training needed, stress teamwork, and give employees freedom to make decisions. In order to provide the level of service guests require, boutique hotels need to engage in ___ marketing.
a. interactive
b. relationship
c. internal
d. nonprofit
e. affiliation
ANSWER: c
Learn More :
Marketing Chapter 12
- ____ is a computerized production process that enables magazines to send different editorial or advertising messages to groups of subscribers within the same issue of a magazine.
- _____ is a computerized production process that allows the creation of hundreds of copies of a magazine in one continuous sequence.
- _____ magazines assemble consumers with similar lifestyles or interests and offer marketers an efficient way to reach these people with little wasted coverage or circulation.
- _____ classifies magazines into three major categories and is the primary reference source for media planners.
- _____ are often referred to as high-involvement media, because they generally require some attention and effort on the part of the consumer to process the information that they provide.
- _____ is a system that was created in 1984 to make newspaper advertising rates comparable to other media that sell space and time in standardized units.
- _____ advertising is a category of advertising that is found throughout a newspaper and generally uses illustrations, headlines, white space, and other visual devices in addition to the copy text.
- _____ offer advertisers the opportunity to buy space in a group of publications as a package deal.
- _____ describes a situation where a primary subscriber or purchaser of a magazine gives it to another person to read or where a magazine is read in public places.
- _____ verifies the circulation of consumer magazines and farm publications in the United States.
- The National Newspaper Network:
- The promoter of a boxing match would probably want to place an ad in the sports section of the newspaper and, therefore, pay a(n) _____ rate.
- Basic rates quoted by newspapers that call for an ad to be placed on any page or in any position desired by the paper are known as _____ rates.
- When a newspaper offers no discounts for quantity or repeated space buys, it is using a(n) _____ structure. When discounts are available, it is using a(n) _____ structure.
- ____ is a system that was created in 1984 to make newspaper advertising rates comparable to other media that sell space and time in standardized units.
- Madison has recently learned that newspaper advertising space for national advertisers has been sold by the SAU. The letters SAU stand for:
- Traditionally, newspaper advertising space for national advertisers has been sold by the:
- The goal of the National Newspaper Network, which was created by the Newspaper Association of America in 1993, is to:
- The _____ is a market outside of a city whose residents regularly do business within the city.
- A clothing store retailer would use an island ad to:
- Which of the following statements about the level of advertising clutter in newspapers is true?
- One of the greatest limitations of newspapers as an advertising medium is _____ due to the coarse paper stock used in printing most newspapers.
- An advertiser preparing to run a large ad in a weekly newspaper needs to know that _____ can be a disadvantage associated with the selection of newspapers as the media vehicle.
- Which of the following is an example of special services offered by newspapers?
- Which of the following statements about the geographic selectivity offered by newspapers is true?