第一章測試1【單選題】(2分)WhyisgoodcustomerserviceespeciallyimportantforasmallCVB?A.SmallerCVBsmustworkhardertoprovetheirworthtothecommunity.B.SmallerCVBsmustmaintainhigherstandardsthanlargerbureaus.C.Offeringsuperiorserviceforthesamepriceaslargercompetitorsgivesitanadvantage.D.CVBswithexcellentcustomerservicetendtoattractbetteremployees.2【單選題】(2分)WhichofthefollowingCVBserviceswouldprobablybeofleastinteresttomeetingplanners?A.ActingasareservationagentforconferenceparticipantsB.Referringmeetingplannerstolocalservicessuchasflorists,caterers,orprofessionalspeakersC.Identifyingcommunityfacilitiesthatarebus-friendlyD.Providingstafftoworkconferenceregistration3【單選題】(2分)Inwhatwayaremotorcoachgroupsdifferentfrommeetingorconventiongroups?A.Motorcoachgroupsaremuchlargerandarriveatthedestinationbyplane.B.Motorcoachgroupparticipantsaremuchyounger.C.Motorcoachgroupsaresmallerandgotoadestinationforsightseeing.D.Motorcoachgroupparticipantstendtocomefromfartheraway.4【單選題】(2分)WhyisaCVBinthebestpositiontohandlearrangementsforlocalgovernmentofficialstoappearatconferencewelcomeevents?A.TheCVBknowswhichofficialshavethemosttimeforpublicappearances.B.TheCVBshouldalreadyhaveagoodworkingrelationshipwithlocalgovernmententities.C.LocalgovernmentofficialsmayalsobeCVBboardmembers.D.TheCVBislikelytohavecontributedtotheofficials’campaignsatonetimeoranother.5【單選題】(2分)LeadgenerationisanexpensiveventureforaCVBbecause:A.advertisingexpensesarehigh.B.clientschargefeeswhenpotentialcustomersaresenttothem.C.oftheextensivestafftimerequired.D.thebillsgeneratedbylong-distancephonecallsarehigh.第二章測試1【單選題】(2分)Whatisprospecting?A.FindingnewpotentialmembersforaCVBB.UsingInternetmarketingtoattractnewclientsC.NetworkingandmeetingwithpotentialclientsD.SearchingforCVBfundingsources2【單選題】(2分)Whichofthefollowingisoneofthethreemainquestionswhenqualifyingaprospect?A.Doesaneedexistthatthedestinationcansatisfy?B.Doesthedestinationhaveenoughhotelroomstosatisfytheprospect’srequirements?C.Howmuchrevenuewillthepotentialeventbringtothedestination?D.Whatkindofleisureactivitieswilltheevent’sattendeeswant?3【單選題】(2分)HowisaskingaprospecttorankhisorherneedsinorderofimportancehelpfultoaCVBsalesperson?A.Itgivesthesalespersontheorderinwhichtosellthedestination’sstrengths.B.Theprospectmaythinkofmorequestionstoaskduringtheprocess.C.Itallowsthesalespersontohelptheprospectdecidewhichdestinationvenueswouldbebestfortheevent.D.Thelistcanhelpthesalespersontodecidewhetherthedestinationisagoodfitfortheprospect.4【單選題】(2分)Acustomer’sdoubtsthatmustbeovercomeduringthesalesprocessarecalledtypicallycalled:A.Concerns.B.Objections.C.Liabilities.D.Opportunities.5【單選題】(2分)Anobjectionthatdealswithsomethingadestinationcannotprovideiscalleda:A.Liability.B.Physicalobjection.C.Misunderstanding.D.Limitation.第三章測試1【單選題】(2分)Aconsolidatedapproachtodestinationmarketingisbeneficialtotourismbusinessesbecause:A.itallowsbusinessestocutcorners.B.poolingresourcesgivesbusinessesgreaterbuyingpowerthantheywouldhaveontheirown.C.largermarketingcampaignsalwaysyieldbetterresults.D.itisbettertoconcentratemarketingeffortsonjustonetypeofmedia.2【單選題】(2分)Whatisthefirststepindevisingabrandforadestination?A.Comeupwithacatchyslogan.B.Createalogo.C.Definethedestination’ssellingpoints.D.Craftapositioningstatement.3【單選題】(2分)WhatisthethirdstepintheAIDAcycle?A.determinationB.destinationC.desireD.decision4【單選題】(2分)Whichofthefollowingguidelinesisimportanttorememberforcollateraldevelopment?A.Putthecustomerintheproduct.B.Uselineartwheneverpossible.Uselineartwheneverpossible.Uselineartwheneverpossible.Uselineartwheneverpossible.Uselineartwheneverpossible.Uselineartwheneverpossible.Uselineartwheneverpossible.C.Lessismore.D.Keepitsimple.5【單選題】(2分)Brandingisacollectionof________inthemindofvisitors.A.motivationsB.perceptionsC.feedbackD.images第四章測試1【單選題】(2分)Inwhichstageoftheproductlifecyclearedistributionchannelsaddedasdemandforaproductincreases?A.GrowthB.MaturityC.DeclineD.Introduction2【單選題】(2分)WhatbenefitdoesparticipatinginacommunityvisioningprocesshaveforCVBs?A.CVBsrecruitnewemployeesfromtheprocess.B.TheprocesshelpstheCVBraiseawarenessofthevalueoftourismtothecommunity.C.TheprocesshelpstheCVBtosetitsbudgetforthenextyear.D.TheprocessgivesCVBsgreaterdirectcontrolovertheproductsitisexpectedtosell.3【單選題】(2分)Aproductcanexperiencerebirthinsteadofdeclineifthefirm:A.recreatestheproductbyaddingnewfeaturesorusinginnovativemarketing.B.sellstheproductforanextremelylowprice.C.allowsanothercompanytotakeoverthemarketingoftheproduct.D.significantlyincreasestheadvertisingbudgetfortheproduct.4【單選題】(2分)TheCVBproductmarketingdilemmais:A.Motivation.B.Destinationdevelopment.C.Accountabilitywithoutauthority.D.Private-sectorcompetition.5【單選題】(2分)OverwhichofthetraditionalfourPsofmarketingdoCVBsusuallyhavesomecontrol?A.PriceB.ProductC.PlaceD.Promotion第五章測試1【判斷題】(2分)AnactivityreferstothephysicalactiontakenbytheCVBfunctionalarea.IthelpstheCVBanditsstafftoknowwhethertheactivitytakenreachesitsgoal.A.錯B.對2【單選題】(2分)WhatarethetwofundamentaltopicsCVBsdealwithintheresearchprocess?A.visitorprofilesandimagestudiesB.visitorstudiesandconventionstudiesC.destinationresearchandCVBaccountabilityresearchD.performanceindicatorsandperformancemeasures3【單選題】(2分)Whichisnotincludedindirectdata?A.jobsproduceB.payrollC.economicmultiplierD.visitorspending4【多選題】(2分)CVBPerformanceReportingprocessincludesthefollowingthreefunctionalareas:A.traveltradesalesB.marketingandcommunicationC.operationaldefinitionsandmeasuresD.conventionsales5【判斷題】(2分)Marketingproductivityismeasuredthroughthenumberofvisitors.A.對B.錯第六章測試1【單選題】(2分)Whichofthefollowingisanelementofacommunicationsplan?A.ChairpersonB.TelevisioninterviewsC.PressreleasesD.Strategy2【單選題】(2分)Newsreleasesarewritteninwhichformat?A.InvertedpyramidB.HourglassC.FreestyleD.Chronological3【單選題】(2分)Animportantquestiontoaskwhenplanninganindividualjournalistvisittoadestinationis:A.Whatkindofrentalcarwouldthejournalistprefer?B.Whatisthejournalist’sfavoriterestaurant?C.Whatisthestoryanglethejournalistispursuing?D.Willthetripbefullyescorted,orwillthejournalistbeonhisorherownforpartofthetrip?4【單選題】(2分)WhichofthefollowingpeoplewouldbethelikeliestchoiceforaspokespersonforaCVB?A.OneofitstelephoneoperatorsB.ItsdirectorofmarketingandsalesC.AcustomerservicerepresentativeD.Alocalcelebrity5【單選題】(2分)Areviewofstrengthsandweaknessesandacompetitiveanalysisiswhichpartofanorganization’scommunicationsplan?A.TargetaudienceB.SituationC.MissionorpurposeD.Objectives第七章測試1【單選題】(2分)Whichofthefollowingisoneoftheoperationalfunctionsofhumanresourcesmanagement?A.TraininganddevelopmentintermsofpersonalandprofessionalgrowthB.RecruitingdesignC.AdministrationofcompensationandbenefitsD.Organizationaldesign2【單選題】(2分)Whichofthefollowingisoneofthestrategicfunctionsofhumanresourcesmanagement?A.employeerelationsB.organizationaldesignandsuccessionplanningC.complianceD.administrationofcompensationandbenefits3【單選題】(2分)Whatisthefundamentalquestionoftheplanningprocess?A.Whatistheorganization’sidealprofitmargin?B.Whatdoestheorganizationwantfromitsemployees?C.Whatdoestheorganizationhavetoofferthepublic?D.Whatistheorganizationmeanttoachieve,andhowwillitdothat?4【單選題】(2分)Organizationsthatstriveforcontinuousandnever-endingimprovementdowhichofthefollowing?A.Makeradicalchangesinthewaybusinessisconducted.B.Setstrictrequirementsforemployees.C.Setloftygoals.D.Constantlyaskquestions.5【單選題】(2分)Whichofthefollowingdescriptionsaboutpersonalandprofessionaldevelopmentaretrue?A.Itisthedevelopmentofemployeecompetencie