Question 1

List some of the forms of impersonal advertising.

Accepted Answer

newspapers
radio and television
mass mailings
coupon books
Web advertising

Question 2

What is an SBU?

Accepted Answer

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?

Accepted Answer

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?

Accepted Answer

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Question 5

Explain a strategic business unit.

Accepted Answer

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Question 6

How does market segmentation differ from target market?

Accepted Answer

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Question 7

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

Accepted Answer

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Question 8

What is meant by frequency of visits?

Accepted Answer

The answer of What is meant by frequency of visits?...

Question 9

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

Accepted Answer

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Question 10

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

Accepted Answer

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