Deck 17: Marketing the Franchisee Business

Question 1

A market can be defined by four of the following means.Which one below is not considered as a primary means to define a market?

A)type of product/service offered
B)robot-analyzed menu choices based upon on-site traffic
C)customer characteristics
D)geography
E)specific location

Answer 1

B
Robot-analyzed menu choices based upon on-site traffic data.Each other option (above)directly deals with a definable and measurable means of categorizing the primary factors of a market.

Question 2

Development of an integrated marketing strategy requires four of the five following items.Which one of the following is typically not part of the marketing strategy process?

A)market analysis
B)franchisee personnel policies
C)market planning
D)marketing mix
E)budgets,evaluation and control functions

Answer 2

B
Franchisee personnel policies would be covered with precision in the operations manual not in the marketing strategy portion of the overall franchise system strategy

Question 3

Casual dining places have,generally,targeted which group as their primary customer group?

A)children between ages 2-10
B)senior citizens with disabilities
C)college freshmen
D)adults of all ages

Answer 3

D
Adults of all ages who might appreciate a casual dining experience with food pleasing customers with adult-oriented food interests,in contrast to a food menu that focuses upon children's' interests and tastes

Question 4

Which of the following questions is least important as a major critical issue for a new franchisor?

A)what is the target market for my product/service?
B)how should I price the products in my product line?
C)what guarantees,warranties or services should be provided to the customer?
D)who shall I hire as my secretary?

Question 5

Over time,most franchisors have developed a system for providing marketing services to franchisees.These services usually include three of the following.Which service is generally not included?

A)stock-option purchase into the franchise system itself
B)a franchisee's grand opening package
C)continuing advertising support
D)other marketing and promotional items

Question 6

Potential customers can be grouped into market segments in different ways as based upon any one-up-to-four---of the following factors.Which one factor below is not a means to development market segmentation?

A)demographic factors
B)behavioral factors
C)writing style factors
D)psychographic factors
E)geographic factors

Question 7

In making an advertising decision,a franchisor or franchisee should have the primary objectives of advertising address each of the following issues,except:

A)to inform potential purchasers
B)to discourage competitors
C)to persuade potential customers to buy from your firm
D)to remind customers of your product/service availability

Question 8

Marketing research in franchising is done primarily by

A)the franchisor
B)the independent franchisees
C)both franchisor and franchisee collaboratively
D)contracted outside survey research firms.