Deck 14: Marketing Foodservice

Question 1

SWOT analysis focuses on identifying

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

Answer 1

C

Question 2

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

Answer 2

False

Question 3

Market segmentation means

A) dividing the total market into groups of people with similar product needs.
B) randomly choosing groups or segments of people to target for product sales.
C) selling a variety of products at a variety of stores nationwide to increase sales.
D) identifying sales managers to cover specific segments of the country.
151

Answer 3

A

Question 4

Market share

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

Question 5

Having an effective marketing concept usually places primary emphasis on

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

Question 6

The marketing environment is defined as the

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

Question 7

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

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

Question 8

MATCHING. Choose the item in column 2 that best matches each item in column 1.

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

Question 9

MATCHING. Choose the item in column 2 that best matches each item in column 1.

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

Question 10

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

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

Question 11

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

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

Question 12

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

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

Question 13

A foodservice operation's target market is

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

Question 14

A strategic business unit is

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

Question 15

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

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

Question 16

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

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

Question 17

MATCHING. Choose the item in column 2 that best matches each item in column 1.

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

Question 18

Heterogeneity of service means that

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

Question 19

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

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

Question 20

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

Question 21

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

Question 22

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

Question 23

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

Question 24

List at least three social networking sites.

Question 25

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 26

Brand loyalty is repeated customer purchasing of a specific brand

Question 27

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

Question 28

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 29

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

Question 30

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

Question 31

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