Exam 14 and 15 Quiz Q`s Mgmt 2 – Flashcards
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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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make choices based on what they perceive will show their success to others
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Self expression oriented customers
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make choices based on a desire for social or physical activity, variety or risk.
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The marketing environment is defined as the
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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 Place
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Market Segmentation means
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dividing the total market into groups of people with similar market needs.
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A persons ethnicity, income, education are referred to as their
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demographic
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Natural resources, population density, subcultural values that influence a customers product needs are referred to as their
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geographic variables
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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 can NOT be stored for future sale, BUT products can.
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Heterogeneity of service means
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there is a lack of uniformity in the performance of people
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A strategic business unit is
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component of an organization with a specific market focus
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Identifying marketing opportunities and potential problems confronting the organization is known as
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situation analysis
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Market share is
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the percentage of industry sales of a product
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SWOT analysis stands for
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Strengths, Weaknesses, Opportunities, 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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Marketing effectiveness refers to minimizing the resources that must be spent to achieve the desired product exchange (T/F)
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False
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Environmental forces are of great importance to the marketing manager because they help identify the target market (T/F)
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False
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A restaurant manager who includes food items on the menu that are high fiber, low sodium or low fat is reacting to psychographic variables (T/F)
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True
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Saying that a service is intangible means that production and consumption of the service can NOT be separated. (T/F)
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False
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A marketing objective is a statement of what is to be accomplished through marketing activities. (T/F)
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True
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Marketing mix is the combo of product and price that creates value for the customer (T/F)
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False
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Proactively gathering complaints from customers is a form of service marketing research. (T/F)
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True
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Brand loyalty is the repeated customer purchasing of a specific brand. (T/F)
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True
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What is the marketing communication that serves specifically as an incentive to stimulate sales?
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Promotion
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What are the physical elements in an operations design that appeal to a customers emotions?
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Atmospherics
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What is the practice of using a computerized database to store purchasing and other point contact info about a customer?
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Customer Relationship Mgmt
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What is a name, term, design, symbol or any other feature that identifies one sellers good or service as distinct from other sellers?
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Brand
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Discrimination Sensory test
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determines differences among food products
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Descriptive Sensory test
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provides info about sensory characteristics such as taste and texture
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Acceptance sensory test
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identifies whether consumers like a food product
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The preferred sensory testing for a cook chill operation that requires an optimum storage time for chilled soups is....
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discrimination or description testing by a trained panel.
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What should a food service manager do with a menu item that is high in popularity but low in profit contribution?
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Consider increasing the price of the item
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Menu engineering focuses on
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popularity and contribution to profit of menu items.
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The job descriptive index was designed to measure
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employee job satisfaction
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Which of the following is thought to have the greatest influence on an employees level of job satisfaction?
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Work situation
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Mystery shoppers provide....
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a fairly comprehensive evaluation of the foodservice operation.
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The CREST report is....
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a national level report of restaurant customer satisfaction.
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A walk-through customer satisfaction audit involves....
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the manager observing and evaluating the food and service.
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Customer comment cards may give.....
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a distorted view of overall customer satisfaction
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If a foodservice manager wants to determine the likelihood that customers would purchase a new product, which of the following would be best to use to gain info for that decision?
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Acceptance sensory test with a consumer panel.
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Quality attributes of food include all of the following EXCEPT
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price
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A product standard defines....
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what is expected of a food product
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Evaluation of the taste and juiciness of a product is termed...
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sensory evaluation
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Customer satisfaction is part of which component in the food service system model?
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output
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Which of the following is NOT TRUE about a mystery shopper?
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Mystery shoppers are commonly managers in the organization.
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In menu engineering analysis, items that are considered puzzlers are those that......
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items are profitable but NOT popular
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Quantity of meals refers to the number of meals prepared for service. (T/F)
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True
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Quality desired in food product ingredients should be included in food specifications. (T/F)
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True
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Affective sensory testing of food products involves evaluation of differences in quality by a consumer panel. (T/F)
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False
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The preferred sensory test to differentiate three or more samples on the basis of a characteristic such as moistness is the paired comparison test. (T/F)
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False
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Employee satisfaction is defined as the beliefs and feelings an employee has about his/her job. (T/F)
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True
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The framework for reporting financial data is termed the Uniform System of Accounts. (T/F)
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True
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Menu mix reflects a menu items contribution to profit in a foodservice operation. (T/F)
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False
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Underproduction of food results in increased costs and decreased customer satisfaction. (T/F)
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True
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A menu engineering analysis focuses on food popularity and profitability. (T/F)
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True
