Chapter 14: Marketing Foodservice

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Ideal oriented customers
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Make choices based on their knowledge and principles
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Achievement oriented customers
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Makes choices based on what they perceive will show their success to others
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Self-expression oriented customers
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Makes choices based on their desire for social or psychical activity, variety or risk
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The marketing environment is defined as
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Forces outside the organization that influence marketing activities
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Having an effective marketing concept usually places primary emphasis on
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Serving the customer
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A foodservice operations target market is
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a group of people for whom a company develops a product or service
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The four p’s of marketing are
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product, price, promotion and place
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Market segmentation means
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diving the total market into groups of people with similar product needs
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A person’s ethnicity, income, education are referred to as
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demographic
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Natural resources, population density, and subcultural values that influence customer’s product needs are referred to as ____ variables
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geographic
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Companies who have developed frozen, individual meals to be sold in supermarkets are responding to
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behavioristic variables
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Which of the following is an accurate comparison of products and services?
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Services cannot be stored for future sale; products can
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Heterogeneity of service means
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There is lack of uniformity in the performance of people
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A strategic business unit is
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a component of an organization with a specific market focus
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Identifying marketing opportunities and potential problems confronting the organization is knowns as
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situational analysis
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Market share is the…
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percentage of industry sales of a product
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SWOT analysis focuses on identifying
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Strengths, weaknesses, opportunities and threats
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Gathering customer input during the service encounter is an example of what form of service marketing research?
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Process checkpoint evaluation

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