第一章 单元测试
1、单选题：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:Smaller CVBs must work harder to prove their worth to the community.
D:Offering superior service for the same price as larger competitors gives it an advantage.
正确答案:【Offering superior service for the same price as larger competitors gives it an advantage.】
2、单选题：Which of the following CVB services would probably be of least interest to meeting planners?
A:Identifying community facilities that are bus-friendly
B:Referring meeting planners to local services such as florists, caterers, or professional speakers
C:Providing staff to work conference registration
D:Acting as a reservation agent for conference participants
正确答案:【Identifying community facilities that are bus-friendly】
3、单选题：In what way are motor coach groups different from meeting or convention groups?
A:Motor coach group participants are much younger.
B:Motor coach group participants tend to come from farther away.
C:Motor coach groups are smaller and go to a destination for sightseeing.
D:Motor coach groups are much larger and arrive at the destination by plane.
正确答案:【Motor coach groups are smaller and go to a destination for sightseeing.】
4、单选题：Why is a CVB in the best position to handle arrangements for local government officials to appear at conference welcome events?
A:The CVB is likely to have contributed to the officials’ campaigns at one time or another.
B:The CVB should already have a good working relationship with local government entities.
C:The CVB knows which officials have the most time for public appearances.
D:Local government officials may also be CVB board members.
正确答案:【The CVB should already have a good working relationship with local government entities.】
5、单选题：Lead generation is an expensive venture for a CVB because:
A:the bills generated by long-distance phone calls are high.
B:clients charge fees when potential customers are sent to them.
C:advertising expenses are high.
D:of the extensive staff time required.
正确答案:【of the extensive staff time required.】
第二章 单元测试
1、单选题：What is prospecting?
A:Searching for CVB funding sources
B:Using Internet marketing to attract new clients
C:Networking and meeting with potential clients
D:Finding new potential members for a CVB
正确答案:【Networking and meeting with potential clients】
2、单选题：Which of the following is one of the three main questions when qualifying a prospect?
A:Does the destination have enough hotel rooms to satisfy the prospect’s requirements?
B:What kind of leisure activities will the event’s attendees want?
C:Does a need exist that the destination can satisfy?
D:How much revenue will the potential event bring to the destination?
正确答案:【Does a need exist that the destination can satisfy?】
3、单选题：How is asking a prospect to rank his or her needs in order of importance helpful to a CVB salesperson?
A:The list can help the salesperson to decide whether the destination is a good fit for the prospect.
B:It allows the salesperson to help the prospect decide which destination venues would be best for the event.
C:It gives the salesperson the order in which to sell the destination’s strengths.
D:The prospect may think of more questions to ask during the process.
正确答案:【It gives the salesperson the order in which to sell the destination’s strengths.】
4、单选题：A customer’s doubts that must be overcome during the sales process are called typically called:
A:Liabilities.
B:Concerns.
C:Objections.
D:Opportunities.
正确答案:【Liabilities.】
5、单选题：An objection that deals with something a destination cannot provide is called a:
A:Limitation.
B:Physical objection.
C:Liability.
D:Misunderstanding.
正确答案:【Liability.】
第三章 单元测试
1、单选题：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.
正确答案:【 pooling resources gives businesses greater buying power than they would have on their own.】
2、单选题：What is the first step in devising a brand for a destination?
A: Come up with a catchy slogan.
B: Create a logo.
C: Define the destination’s selling points.
D: Craft a positioning statement.
正确答案:【 Define the destination’s selling points.】
3、单选题：What is the third step in the AIDA cycle?
A: determination
B: desire
C: destination
D: decision
正确答案:【 desire】
4、单选题：Brands in the hospitality industry have been successful because:
A:consumer needs evolve from branded products and services.
B:branded destinations pay little attention to the changing nature of consumer needs.
C:consumers associate value with the brand name.
正确答案:【consumers associate value with the brand name.】
5、单选题：Branding is a collection of ________ in the mind of visitors.
A: images
B: feedback
C: perceptions
D: motivations
正确答案:【 perceptions】
第四章 单元测试
1、单选题：In which stage of the product life cycle are distribution channels added as demand for a product increases?
A:Decline
B:Introduction
C:Maturity
D:Growth
正确答案:【Growth】
2、单选题：What benefit does participating in a community visioning process have for CVBs?
A:The process helps the CVB to set its budget for the next year.
B:The process gives CVBs greater direct control over the products it is expected to sell.
C:The process helps the CVB raise awareness of the value of tourism to the community.
D:CVBs recruit new employees from the process.
正确答案:【The process helps the CVB raise awareness of the value of tourism to the community.】
3、单选题：A product can experience rebirth instead of decline if the firm:
A:recreates the product by adding new features or using innovative marketing.
B:sells the product for an extremely low price.
C:allows another company to take over the marketing of the product.
D:significantly increases the advertising budget for the product.
正确答案:【recreates the product by adding new features or using innovative marketing.】
4、单选题：The CVB product marketing dilemma is:
A:Accountability without authority.
B:Private-sector competition.
C:Destination development.
D:Motivation.
正确答案:【Accountability without authority.】
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