Deck 2: Understanding the Customer

Question 1

Morning- meal business accounts for:

A) less than 10 percent of restaurant industry sales.
B) more than 70 percent of restaurant industry sales.
C) more than 40 percent of restaurant industry sales.
D) less than 50 percent of restaurant industry sales.

Answer 1

A

Question 2

Some researchers hire who conduct one- on- one, on- the- street interviews with 18- to- 30- year- olds.

Answer 2

urban pioneers

Question 3

appreciate subtlety and are more concerned with food quality than price, service, or location.

Answer 3

Seniors

Question 4

has recently been identified as a current cultural value that has contributed to the popularity of such things as tasting menus in restaurants.

Question 5

A segmentation approach known as believes that needs and life circumstances make those 55- and- over less receptive to marketing offerings.

Question 6

Describe how one might satisfy the lifestyle support or convenience goal.

Question 7

Men are more likely than women to eat:

A) food prepared within the home.
B) commercially prepared foods.
C) healthier foods.
D) all of the above.

Question 8

The major market categories found in the restaurant industry include:

A) captive market, mass market, and status market.
B) free market, niche market, and refueling market.
C) neither of the above.
D) both A and B.

Question 9

are researchers that obtain market data and attempt to identify the next trends that will develop to fruition in the next five to ten years by observing the behaviors of early adopters.

Question 10

Adventurous diners are:

A) enthused about trying new types of foods and ingredients.
B) not enthused about trying new types of foods and ingredients.
C) more concerned about what they eat.
D) more likely to be males under 50 years of age.

Question 11

The National Restaurant Association identifies your birthday as being the first reason for eating at a restaurant on special occasions. What special occasion comes second?

A) Easter
B) New Year's Eve
C) Father's Day
D) Valentine's Day
E) none of the above

Question 12

The modern family includes: , , and .

Question 13

The most common promotion restaurants offer to attract families with kids is child- size portions at lower prices:

A) colorfully packaged meals.
B) kid- friendly items.
C) fun playgrounds.

Question 14

Urban professionals:

A) do not want to know what it is they are eating.
B) do not enjoy experimenting with new restaurants.
C) are not careful about what they eat.
D) none of the above.
E) all of the above.

Question 15

Menus that are senior friendly should:

A) create easy- to- read menus.
B) implement early- bird specials.
C) offer different choices on the menu.
D) only A and C.
E) all of the above.

Question 16

Carefree diners forget about eating healthy when dining out and tend to be:

A) males over 50 years of age.
B) males under 50 years of age.
C) females under 50 years of age.
D) females over 50 years of age.

Question 17

The is more concerned with where they eat.

Question 18

Explain how Bob Evans Farm satisfies children with the design of their menu.

Question 19

Internationalists:

A) are younger individuals.
B) live in major metropolitan areas.
C) search for foreign experiences.
D) only C.
E) all of the above.

Question 20

Explain how the goal of social pleasure or togetherness is met.

Question 21

Name the four customer trends that will be key in shaping the restaurant industry over the next ten years.

Question 22

The is limited in the choice of what is available. These customers have little choice in what to eat, when and where to eat, and the price if a charge is made.

Question 23

A menu can be made more senior- friendly by serving smaller portions at lower prices.

Question 24

Explain the differences between mass market and status market.

Question 25

Full- time employees report that they spend their lunch break eating.

Question 26

A trend analysis can be an effective method of successfully launching a new menu item, restaurant concept, or advertising campaign.

Question 27

Cultural infidelity is the interest in mixing and blending the different cooking methods from other cultures.

Question 28

are interested in dramatic, unusual food presentations.

Question 29

Complaints about institutional food have less to do with the way the food is served and more do with the food itself.

Question 30

One way to examine the various market segments for meals is to break down customers by meal occasion.

Question 31

Americans tend to dine out when celebrating holidays and special occasions.

Question 32

How do internationalists and urban professionals differ?

Question 33

The captive market seeks food in a social setting.

Question 34

Males are more likely to eat out on their wife's birthday than females on their husband's birthday.

Question 35

Name and describe the four distinct segments of the 55- and- over market.

Question 36

By adjusting ethnic recipes to meet children's tastes, operators can help educate a future generation of diners.

Question 37

Explain how the goal of eating pleasure is met.

Question 38

look for a menu with unique tastes related to regions of the country producing the ethnic cuisine.