Culinary Arts II- Chapter 7 Marketing – Flashcards
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For business purposes, a collection of people with similar, specific needs and wants is called a
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market
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The process of communicating a business's messages to its market is called
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marketing
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All the food and services offered by an operation to a customer is an example of __________ mix
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product-service
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The use of location, decor, and theme to make the operation more pleasing to customers is an example of __________ mix.
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presentation
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The way in which an operation tells its customers about its products and services is called __________ mix.
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communication
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The list of action steps necessary for an operation to sell a product or service is called a
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marketing plan
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Which part of a SWOT analysis identifies the factors outside the operation that could decrease revenues or increase costs?
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Threats
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Which market research method tries out a product for a limited time or with a limited group of people?
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Experimental
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Which market research method involves watching how customers react in a natural setting toward a product?
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Observational
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Which market research method gathers information through telephone, e-mail, or tableside?
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Survey
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A small group of people expressing their opinions about a new product or service is called a
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focus group
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Breaking down a large market into smaller groups of similar individuals is called
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market segmentation
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Which type of marketing treats everyone as having the same needs and wants?
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mass
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Which type of marketing treats people as different from each other and tries to make a focused appeal to a distinct group of customers?
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Target
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Which type of segmentation breaks down a large market into smaller groups of similar individuals?
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Market
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Which market segmentation looks at the personal makeup of individuals—such as age, income, marital status, or education—in a given area?
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Demographic
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Which market segmentation looks at factors such as where customers live and work?
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Geographic
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Which type of market segmentation analyzes the heavy users of a product or service?
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Product usage
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Which market segmentation looks at the activities, hobbies, interests, and opinions of the target market?
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Lifestyle
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Creating a specific identity for a product or service in the marketplace is called
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positioning
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Paying to present or promote an operation's products, services, or identity is called
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advertising
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Limited, or short-term, incentives to entice customers to patronize an operation are known as
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sales promotions
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The process by which an operation interacts with the community at large is called
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public relations
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The first step in any marketing plan is to
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research the market
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The mass mailing of coupons, menus, and advertising about a promotion to customers in a particular area is called
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direct mail.
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Interacting with the people in the local area to create awareness of and trust for an operation is called
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community relations
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A packet of information given to media representatives to answer questions they might have about a business or organization is called a
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press kit
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Which type of menu prices each item separately?
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Á la carte
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Which type of menu lists the menu items that are available on a particular day?
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Du jour
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Chefs or managers change the menu items after a certain period of time on which type of menu?
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Cyclical
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A(n) ___________ analysis is an analysis of the popularity and the profitability of a group of menu items.
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sales mix
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The menu that offers few selections and is used often by quick-service restaurants and cafés is called
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limited
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Which type of menu lists all meals available at any time of day and is often used by diners that are open 24 hours?
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California
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The menu that offers a choice of appetizer, full entrée with sides, and a dessert for one price is called
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prix fixe
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The menu similar to a prix fixe menu that bundles various elements into one package is called
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table d'hôte
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Selling price minus the standard food cost equals
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contribution margin
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Which pricing method has managers mark up the costs according to a formula to obtain the selling price?
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Straight markup
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Dividing the menu mix by the total number of items sold in a specific time period determines
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menu mix percentage
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Which menu item classification has a high menu mix percentage and a low contribution margin?
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plowhorse
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_________ is the attention an operation receives from the public.
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Publicity
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A(n) __________ is a brief presentation of promotional information written to sound like a news article.
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press release
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__________ is defined as the amount of money remaining for an operation after expenses, or costs, are paid.
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Profit
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__________ is the process of communicating a business's message to its market.
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Marketing
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__________ refer to the ways in which researchers categorize or group people.
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Demographics
