Deck 14: Marketing Foodservice

Question 1

"Marketing effectiveness" refers to minimizing the resources that must be spent to achieve the desired product exchange.

Answer 1

False

Question 2

Heterogeneity of service means that:

A)services cannot be stored for future sale.
B)the production and consumption of the service cannot be separated.
C)services cannot be possessed.
D)there is a lack of uniformity in the performance of people.

Answer 2

D

Question 3

Identifying marketing opportunities and potential problems confronting the organization is known as ________.

A)strategic planning
B)target marketing
C)situation analysis
D)market segmentation

Answer 3

C

Question 4

SWOT analysis focuses on identifying:

A)strengths,weaknesses,opinions,tactics.
B)strengths,weaknesses,organizational goals,timelines for completion.
C)strengths,weaknesses,opportunities,threats.
D)strengths,weaknesses,operational needs,and target markets.

Question 5

Gathering customer input during the service encounter is an example of what form of service marketing research?

A)critical incident survey
B)requirements research
C)process checkpoint evaluation
D)trailer call

Question 6

Matching

A)make choices based on their knowledge and principles
B)make choices based on what they perceive will show their success to others
C)make choices based on a desire for social or physical activity,variety or risk
Self-expression oriented customers

Question 7

The four Ps of marketing are ________,________,________,and ________.

A)procurement,production,placement,profit
B)planning,proofing,producing,placing
C)plans,policies,procedures,programs
D)product,price,promotion,place

Question 8

A foodservice operation's target market is:

A)individuals who are used in focus groups to determine customer needs and wants.
B)individuals randomly chosen to receive free products or services.
C)individuals who are not currently buying a company's product or service.
D)a group of people for whom a company develops a product or service.

Question 9

A person's ethnicity,income,and education are referred to as ________.

A)geographic
B)psychographic
C)behavioristic
D)demographic

Question 10

Having an effective marketing concept usually places primary emphasis on:

A)owners knowing what their products or services are.
B)serving the customer.
C)managers understanding organizational processes.
D)employees doing their jobs correctly.

Question 11

Natural resources,population density,and subcultural values that influence customer's product needs are referred to as ________ variables.

A)behavioristic
B)geographic
C)demographic
D)psychographic

Question 12

Environmental forces are of great importance to the marketing manager because they help identify the target market.

Question 13

Market segmentation means:

A)dividing the total market into groups of people with similar product needs.
B)selling a variety of products at a variety of stores nationwide to increase sales.
C)identifying sales managers to cover specific segments of the country.
D)randomly choosing groups or segments of people to target for product sales.

Question 14

Matching

A)make choices based on their knowledge and principles
B)make choices based on what they perceive will show their success to others
C)make choices based on a desire for social or physical activity,variety or risk
Ideal oriented customers

Question 15

The marketing environment is defined as the:

A)forces outside the organization that influence marketing activities.
B)atmosphere created within the sales force to encourage product sales.
C)constraints within an organization that limit marketing options.
D)interactions that occur between managers and employees related to product promotion.

Question 16

A strategic business unit is:

A)a component of an organization with a specific market focus.
B)a group of people with similar product needs.
C)any operation that has a strategic marketing plan.
D)a group of people for whom a company develops a product or service.

Question 17

Market share:

A)is a detailed study of sales data to evaluate the marketing strategy.
B)is the percentage of industry sales of a product.
C)is the process of dividing a total market into groups with similar characteristics.
D)classifies costs to determine which are associated with specific marketing activities.

Question 18

Matching

A)make choices based on their knowledge and principles
B)make choices based on what they perceive will show their success to others
C)make choices based on a desire for social or physical activity,variety or risk
Achievement oriented customers

Question 19

Companies who have developed frozen,individual meals to be sold in supermarkets are responding to ________.

A)psychographic variables
B)demographic variables
C)geographic variables
D)behavioristic variables

Question 20

Which of the following is an accurate comparison of products and services?

A)Services are produced at one point and sold at another;products are not.
B)Services have tangible attributes;products do not.
C)Services cannot be stored for future sale;products can.
D)Services have homogeneity;products have heterogeneity.

Question 21

Proactively gathering complaints from customers is a form of service marketing research.

Question 22

________ is the marketing communication that serves specifically as an incentive to stimulate sales.

Question 23

A restaurant manager who includes food items on the menu that are high fiber,or low in fat and sodium,is reacting to psychographic variables.

Question 24

Marketing mix is the combination of product and price that creates value for the customer.

Question 25

The practice of using a computerized data base to store purchasing and other point of contact information about a customer is termed ________.

Question 26

A marketing objective is a statement of what is to be accomplished through marketing activities.

Question 27

Brand loyalty is repeated customer purchasing of a specific brand.

Question 28

A name,term,design,symbol,or any other feature that identifies one seller's good or service as distinct from those of other sellers is termed a ________.

Question 29

Saying that a service is intangible means that production and consumption of the service cannot be separated.

Question 30

The physical elements in an operation's design that appeal to a customer's emotions are termed ________.