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B: perceptions C: images D: motivations 答案: perceptions
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Why is good customer service especially important for a small CVB?
A:CVBs with excellent customer service tend to attract better employees.
B:Smaller CVBs must maintain higher standards than larger bureaus.
C:Offering superior service for the same price as larger competitors gives it an advantage.
D:Smaller CVBs must work harder to prove their worth to the community.
答案: Offering superior service for the same price as larger competitors gives it an advantage.
Which of the following CVB services would probably be of least interest to meeting planners?
A:Identifying community facilities that are bus-friendly
B:Providing staff to work conference registration
C:Referring meeting planners to local services such as florists, caterers, or professional speakers
D:Acting as a reservation agent for conference participants
答案: Identifying community facilities that are bus-friendly
In what way are motor coach groups different from meeting or convention groups?
A:Motor coach group participants tend to come from farther away.
B:Motor coach group participants are much younger.
C:Motor coach groups are much larger and arrive at the destination by plane.
D:Motor coach groups are smaller and go to a destination for sightseeing.
答案: Motor coach groups are smaller and go to a destination for sightseeing.
Why is a CVB in the best position to handle arrangements for local government officials to appear at conference welcome events?
A:Local government officials may also be CVB board members.
B:The CVB is likely to have contributed to the officials’ campaigns at one time or another.
C:The CVB knows which officials have the most time for public appearances.
D:The CVB should already have a good working relationship with local government entities.
答案: The CVB should already have a good working relationship with local government entities.
Lead generation is an expensive venture for a CVB because:
A:clients charge fees when potential customers are sent to them.
B:the bills generated by long-distance phone calls are high.
C:of the extensive staff time required.
D:advertising expenses are high.
答案: of the extensive staff time required.
What is prospecting?
A:Searching for CVB funding sources
B:Networking and meeting with potential clients
C:Using Internet marketing to attract new clients
D:Finding new potential members for a CVB
答案: Networking and meeting with potential clients
Which of the following is one of the three main questions when qualifying a prospect?
A:Does a need exist that the destination can satisfy?
B:Does the destination have enough hotel rooms to satisfy the prospect’s requirements?
C:How much revenue will the potential event bring to the destination?
D:What kind of leisure activities will the event’s attendees want?
答案: Does a need exist that the destination can satisfy?
How is asking a prospect to rank his or her needs in order of importance helpful to a CVB salesperson?
A:It allows the salesperson to help the prospect decide which destination venues would be best for the event.
B:The list can help the salesperson to decide whether the destination is a good fit for the prospect.
C:The prospect may think of more questions to ask during the process.
D:It gives the salesperson the order in which to sell the destination’s strengths.
答案: It gives the salesperson the order in which to sell the destination’s strengths.
A customer’s doubts that must be overcome during the sales process are called typically called:
A:Liabilities.
B:Concerns.
C:Objections.
D:Opportunities.
答案: Liabilities.
An objection that deals with something a destination cannot provide is called a:
A:Misunderstanding.
B:Limitation.
C:Physical objection.
D:Liability.
答案: Liability.
A consolidated approach to destination marketing is beneficial to tourism businesses because:
A: pooling resources gives businesses greater buying power than they would have on their own.
B: larger marketing campaigns always yield better results.
C: it is better to concentrate marketing efforts on just one type of media.
D: it allows businesses to cut corners.
答案: pooling resources gives businesses greater buying power than they would have on their own.
What is the first step in devising a brand for a destination?
A: Come up with a catchy slogan.
B: Craft a positioning statement.
C: Create a logo.
D: Define the destination’s selling points.
答案: Define the destination’s selling points.
What is the third step in the AIDA cycle?
A: decision
B: determination
C: desire
D: destination
答案: desire
Which of the following guidelines is important to remember for collateral development?
A: Use line art whenever possible.
Use line art whenever possible.
Use line art whenever possible.
Use line art whenever possible.
Use line art whenever possible.
Use line art whenever possible.
Use line art whenever possible.
B: Less is more.
C: Keep it simple.
D: Put the customer in the product.
答案: Put the customer in the product.
Branding is a collection of ________ in the mind of visitors.
A: feedback
B: perceptions
C: images
D: motivations
答案: perceptions
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