Deck 16: Marketing the Beverage Establishment

Question 1

Which of the following is an example of external marketing?

A) market analysis
B) demographic survey
C) advertising and public relations
D) feasibility study

Answer 1

advertising and public relations

Question 2

Marketing is a process that is directed toward communicating and promoting a message relevant:

A) to reaching an intended target market.
B) to selling a particular beverage item
C) to selling recommended enhancement items to the diner's meal
D) to reaching as many customers as possible

Answer 2

to reaching an intended target market.

Question 3

This term is used to identify the customer's overall benefits gained using the products and services offered by a particular type of operation.

A) perceived value
B) marketing
C) sales
D) positive word-of-mouth

Answer 3

perceived value

Question 4

This term identifies a form of communication intended to persuade or remind a potential customer to frequent and/or purchase certain products.

A) marketing
B) renewal approach
C) strategic planning
D) selling

Question 5

One of the key components in successful social media marketing is building "social authority."

Question 6

Explain the difference between sales and marketing and give examples of techniques used to employ each.

Question 7

Define internal marketing and give examples of how to successfully implement techniques for a successful beverage operation.

Question 8

Explain the statement, "An effective beverage program should be designed with both the salespeople and the end user in mind-it should mirror the concept of the beverage establishment".

Question 9

How is quality service an important piece of the marketing and sales strategy?