Deck 18: Marketing

Question 1

Market research indicates that customers in an employee cafeteria want more vegetarian items. Menu items are added but do not sell well. The manager of the cafeteria should:

A) discontinue the vegetarian product line
B) reduce the price of the vegetarian items
C) collect feedback from customers to determine why the items are not selling
D) hire a marketing firm to conduct additional research

Answer 1

C

Question 2

Identifying people within a target market according to where they live is referred to as:

A) economics
B) demographics
C) psychographics
D) geographics

Answer 2

D

Question 3

A clinical dietitian wants to use a "value-added" promotion to entice working parents to participate in a healthy food preparation class. Which of the following will best achieve this goal?

A) offer free childcare
B) reduce the price of the class
C) offer the class several different times
D) offer the class at several locations

Answer 3

A

Question 4

A major force driving branding in school foodservice is

A) the US Dietary Guidelines
B) competition with other schools
C) pressure to generate revenue
D) recent regulatory changes under the USDA

Question 5

Choosing the "point-at-sale" to display a product is an applied example at which marketing strategy?

A) product
B) place
C) price
D) promotion

Question 6

Demographics refer to the statistical data related to customer characteristics such as sex, age, and income.

Question 7

A specialty line of sandwiches with its own logo has been developed by the foodservice staff at a local hospital and is sold in the food court. This represents which type of branding?

A) quick serve restaurant
B) manufacturer's
C) signature
D) local

Question 8

One theory behind the success of branding as a marketing strategy is that customers are willing to pay more for a branded item. This concept, then, should have the most direct influence on which of the following financial objectives?

A) increase the number of customers using the cafeteria
B) increase the average check
C) improve customer satisfaction
D) generate residual traffic

Question 10

Which of the following components of the marketing mix refers to channel of distribution for goods and services?

A) price
B) place
C) promotion
D) product

Question 11

The advantage of offering free samples of a new product is that it reduces the risk of first-time buying.

Question 13

A hospital sells Dannon Yogurt in the cafeteria. This is an example of which type of branding?

A) restaurant
B) manufacturer's
C) signature
D) local

Question 14

The point at which a customer chooses one foodservice operation over another is a result of the operation creating a competitive edge. This is referred to as the point of:

A) sale
B) difference
C) service
D) competition

Question 15

A product may be an object, service, or idea.

Question 16

Share-of-mind promotions are based on financial, volume-based activities.

Question 17

Market segmentation defines a group of people who, as individuals or an organization, have needs for products and possess the ability, willingness, and authority to make a purchase.