The Arizona Biltmore in Phoenix Is a Resort Hotel Located

question 59

Multiple Choice

The Arizona Biltmore in Phoenix is a resort hotel located less than a mile from the Biltmore Fashion Park, a large upscale shopping mall. The hotel wants to promote its proximity to the shopping center as well as its many other amenities to convention-goers from other states. Which of the following marketing actions would most likely help The Arizona Biltmore communicate with potential convention attendees?

• A) place an ad in the in-flight magazines of all the major airlines targeting business/first-class fliers
• B) send a mass mailing to all local businesses
• C) set up information kiosks at several locations within the Biltmore Fashion Park
• D) offer free made-to-order breakfasts for guests staying at the hotel on business
• E) offer special discount rates to guests coming from the East Coast

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Definitions:

Beta

The measure of market risk in portfolio theory. The degree to which a stock’s return moves with the market’s return.

Cost of Capital

The vital rate of earnings a company must generate from its investment plans to preserve its standing in the market and appeal for investments.

Treasury Bills

Short-term government securities with maturities ranging from a few days to 52 weeks, sold at a discount from their face value.

Financial Option

A contract that gives the buyer the right, but not the obligation, to buy or sell an underlying asset or instrument at a specified strike price.