Deck 2: Marketing: Research Analysis and Building a Customer Base Chapter Overview

Question 1

List some of the forms of impersonal advertising.

Answer 1

■newspapers
■radio and television
■mass mailings
■coupon books
■Web advertising

Question 2

What is an SBU?

Answer 2

An SBU is a strategic business unit.When developing a marketing plan, an owner must recognize that driving lunch sales is different than driving dinner sales.By dividing the restaurant into SBUs, an owner can place the proper focus on driving sales for that end of the business.

Question 3

What is a theme?

Answer 3

A restaurant's theme is the package that the public will recognize.It is the thread that ties the entire package-the name, the image, the brand, and the concept-together.

Question 4

What are the two purposes of market research?

Question 5

Explain a strategic business unit.

Question 6

How does market segmentation differ from target market?

Question 7

What is meant by frequency of visits and why is it important?

Question 8

What is meant by frequency of visits?

Question 9

Discuss the difference between kid-friendly and kid-tolerant.

Question 10

What are some of the pitfalls of tr ying to fill seats at any expense?