Conducting A Marketing Audit Trivia Questions!

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Conducting A Marketing Audit Trivia Questions! - Quiz

Section 9.2—Quiz: Conducting a Marketing Audit


Questions and Answers
  • 1. 

    Which of the following is not part of a marketing audit?    

    • A.

      Financial analysis

    • B.

      Property analysis

    • C.

      Competition analysis

    • D.

      Situation analysis

    Correct Answer
    A. Financial analysis
    Explanation
    A marketing audit is a comprehensive evaluation of a company's marketing activities and strategies. It involves analyzing various aspects such as the company's marketing goals, target audience, marketing channels, and effectiveness of marketing campaigns. Financial analysis, on the other hand, focuses on assessing the financial performance and health of a company. While financial analysis provides valuable insights into a company's financial position, it is not directly related to evaluating the marketing activities. Therefore, financial analysis is not considered a part of a marketing audit.

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  • 2. 

    A ____________ is a written, unbiased self-appraisal used to assess the strengths and weaknesses of an operation.    

    • A.

      Financial analysis

    • B.

      Property analysis

    • C.

      Competition analysis

    • D.

      Situation analysis

    Correct Answer
    B. Property analysis
    Explanation
    A property analysis is a written, unbiased self-appraisal used to assess the strengths and weaknesses of an operation. This type of analysis specifically focuses on evaluating the performance and condition of a property, such as its physical attributes, financial aspects, and market value. It helps in identifying areas of improvement and making informed decisions regarding the property.

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  • 3. 

    A ____________ helps a property discover profitable guest groups being overlooked by the property, competitive benefits or advantages, and weaknesses in the marketing strategies of other properties.    

    • A.

      Financial analysis

    • B.

      Property analysis

    • C.

      Competition analysis

    • D.

      Situation analysis

    Correct Answer
    C. Competition analysis
    Explanation
    Competition analysis helps a property discover profitable guest groups being overlooked by the property, competitive benefits or advantages, and weaknesses in the marketing strategies of other properties. It involves studying and evaluating the competition in the market to identify opportunities and threats, and to develop effective marketing strategies. This analysis allows the property to understand its position in the market and make informed decisions to gain a competitive edge.

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  • 4. 

    A __________ researches the property’s current position in the marketplace and reveals opportunities to promote the property.    

    • A.

      Financial analysis

    • B.

      Property analysis

    • C.

      Competition analysis

    • D.

      Situation analysis

    Correct Answer
    D. Situation analysis
    Explanation
    A situation analysis is a research process that assesses the current position of a property in the marketplace. It identifies and evaluates opportunities for promoting the property. This analysis helps to understand the property's strengths, weaknesses, opportunities, and threats. It provides valuable insights into the market conditions, competition, and target audience, enabling effective strategies and promotions to be developed.

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  • 5. 

    A detailed room-by-room and facility-by-facility inspection is performed when conducting a:    

    • A.

      Financial analysis.

    • B.

      Property analysis.

    • C.

      Competition analysis.

    • D.

      Situation analysis.

    Correct Answer
    B. Property analysis.
    Explanation
    A detailed room-by-room and facility-by-facility inspection is performed when conducting a property analysis. This involves thoroughly examining every aspect of a property, including its physical condition, amenities, and potential for generating income or value. This type of analysis is commonly done by real estate professionals, investors, or appraisers to evaluate the worth and potential of a property.

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  • 6. 

    What is the formula for REVPAR?

    • A.

      Room revenue divided by the number of rooms available for sale.

    • B.

      The number of property room nights sold divided by the total market room nights sold.

    • C.

      The number of rooms available at each property divided by the number of rooms available in the market as a whole

    Correct Answer
    A. Room revenue divided by the number of rooms available for sale.
    Explanation
    The formula for REVPAR is calculated by dividing the room revenue by the number of rooms available for sale. This metric is commonly used in the hospitality industry to measure the average revenue generated per available room. By dividing the total revenue by the number of rooms available, it provides a valuable insight into the hotel's performance and efficiency in utilizing its available inventory.

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  • 7. 

    What is the formula for market share?

    • A.

      Room revenue divided by the number of rooms available for sale.

    • B.

      The number of rooms available at each property divided by the number of rooms available in the market as a whole

    • C.

      The number of property room nights sold divided by the total market room nights sold.

    Correct Answer
    C. The number of property room nights sold divided by the total market room nights sold.
    Explanation
    The formula for market share is the number of property room nights sold divided by the total market room nights sold. This formula calculates the percentage of the market that a particular property or company holds based on the number of room nights sold compared to the total room nights sold in the market. It provides an indication of the company's performance and market position.

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  • 8. 

    What is the formula for fair share?

    • A.

      Room revenue divided by the number of rooms available for sale.

    • B.

      The number of rooms available at each property divided by the number of rooms available in the market as a whole

    • C.

      The number of property room nights sold divided by the total market room nights sold.

    Correct Answer
    B. The number of rooms available at each property divided by the number of rooms available in the market as a whole
    Explanation
    The formula for fair share is calculated by dividing the number of rooms available at each property by the number of rooms available in the market as a whole. This formula helps determine the proportion of rooms that each property contributes to the overall market. By comparing the number of rooms available at each property to the total number of rooms available in the market, a fair share can be determined for each property. This allows for a more equitable distribution of resources and helps in making informed decisions regarding room allocation.

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