HCM 212 Menu Marketing and Management Chapters 1-5 – Flashcards
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What is the primary function of marketing?
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Explaining and showing how a business meets its customers' needs.
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What marketing strategy would provide the most value to customers?
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Quality products at prices customers feel are fair.
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What would tell managers the most about their targeted customers?
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Customers' guest profiles.
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What is the purpose of segmenting guests by their demographic characteristics?
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Allowing marketing messages to be highly targeted.
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What is an example of a customer demographic?
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Age.
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What is the main purpose of external marketing activities?
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Increase the number of guests served.
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What is the main purpose of internal marketing activities?
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Influence the amount spent per guest.
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A manager trains staff to encourage guest purchases of after-dinner specialty coffee drinks. What marketing activity is the manager using?
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Internal marketing activity.
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What is an example of a measurable marketing objective?
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Increase customer counts by 10% in 60 days.
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An establishment served 50 guests one day and achieved $800.00 in revenue. What is the check average for that day?
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$16.00= (800/50).
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What is a trademark?
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A brand identifier that has been given special legal status.
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What is a chain restaurant?
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Operations that use identical brand identifiers.
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Which of the 4 Ps of marketing would be affected by a manager's decision to advertise in an online business directory?
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Promotion.
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What is the name for the process managers use to communicate their values and company culture to target markets?
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Brand position statement.
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Which of the 4 Ps of marketing would be affected by a manager's decision to add a new seafood item to the establishment's dinner menu?
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Product.
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What is a brand identifier related to the "product P" contained in the 4 Ps of marketing?
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Signature items.
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A server is competent but is not very friendly. The server's quality evaluations as submitted by customers are usually poor. Which service challenge must the server's manager explain to help the server improve his or her evaluation scores?
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Inseparability.
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What is the name of the concept that states customers tend to behave in ways they perceive to be in their own best interest?
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Rationality.
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An establishment's employee uniforms, name, decor analog are some of the items that form the operation's...
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Brand Identifiers.
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What is the most common customer complaint in restaurant and foodservice operations?
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Poor Service.
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Which is an internal source of marketing environment-related data?
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Saturday night sales records generated by an establishment's POS system.
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Which is a secondary source of marketing environment-related data?
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Yearly establishment sales projections published by the National Restaurant Association.
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Which is a primary source of marketing environment-related data?
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Information that will be obtained from an as yet unwritten guest survey.
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What is an example of a purchase made from a customer's discretionary income?
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The payment made for a birthday dinner eaten out with friends.
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What event would have significant negative economic impact on an establishment's market conditions?
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The closing of a very large nearby manufacturing plant.
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Which government action would affect the legal environment in which an establishment operates?
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Implementation of a local ordinance banning the use of trans fats in cooking in certain food.
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Which activity would directly affect the vendor environment within which establishments operate?
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A new produce supplier starting a business in the area.
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A small town has just announced that a major manufacturer will be building a plant nearby that will employ 2,000 new workers. When the plant is built and operating, what will be its likely impact?
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The town's market size for restaurant meals will increase.
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Which internal promotion targets customers based on a specific demographic?
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Senior citizen's 10 percent discount on early bird meals purchased weekdays between 4 and 6 p.m.
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The manager of a pizza operation wants to develop an iPhone application for her takeout pizza business. Which characteristic would describe the customer she is targeting?
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Tech-savy customers.
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What is the first step in the decision-making process used by consumers making a purchase?
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Recognition of need or want.
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What is an example of a promotion likely to attract customers of a similar background?
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Discounted fish sandwiches during Lent.
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What factor would likely prevent most customers from eating every night at their area's most exclusive establishment?
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Income.
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Which establishment is most likely to attract someone with a health-conscious lifestyle?
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A fast-casual operation with organic entrees.
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A college student who eats at a pizza establishment because most of his friends recommend it is influenced most heavily by which factor?
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Peer group affiliation.
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In which restaurant and foodservice industry segment will menu prices likely be the lowest?
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QSR.
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Valet parking is most likely to be found at which type of restaurant or foodservice operation?
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Fine-dining.
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What is the fastest-growing restaurant and foodservice industry segment?
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Fast-casual.
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Which of these statements is an example of suggestive selling?
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Beer pairings with entrees.
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Which is a noncommercial foodservice operation?
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Hospital.
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In which part of a business plan would a reader find pro forma statements?
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Financial plan.
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In which part of a business plan would a reader find information about the threats a business might face?
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SWOT analysis.
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What does the term dba (doing business as) indicate?
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That a sole proprietor is operating a business with a name different from the owner.
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What is the purpose of a partnership agreement?
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To detail the rights and responsibilities of each partner in the business.
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How is a corporation's business structure different from a sole proprietorship or a partnership?
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A corporation is a legal entity separate from its owners.
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What part of a marketing plan explains marketing-related actions to be taken and who will take them?
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Activities schedule.
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An establishment has an excellent location. In which portion of a SWOT analysis would that fact be noted?
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Strengths.
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Which is a potential alternative revenue source (ARS) for an establishment?
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A tax credit for employing targeted workers.
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What is the SBA?
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A government agency that helps small businesses.
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Laura forecasts her operation's revenue next year will be $500,000. She wants to establish her marketing budget at 4% of revenues. What will be her marketing budget for next year?
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$20,000 (500,000*0.04).
