question

A restaurant adds seafood and vegetarian entrees to their menu because it has received requests for these items from its customers. From a marketing perspective, the restaurant is trying to

answer

meet the needs and wants of its customers

question

Marketing is primarily concerned with

answer

the customer's needs and wants

question

A business that obtains information about the needs of its target market and then provides products and services that are intended to fulfill those needs is using which type of focus?

answer

Customer

question

All customers desire good value. Good value is

answer

quality products presented as a fair price

question

The best way to get a target market to notice a restaurant's unique signature recipe is to communicate that the item is

answer

the first in the market

question

Something that the customer sees as an advantage of one product when compared with another is known as that product's

answer

benefit

question

The characteristics of the items on a menu and services sold to guests are known as

answer

features

question

Restaurant managers need to know the difference between a trend and a fad because a

answer

trend will elevate sales for a long period of time

question

Facts about a target market such as customers' age, gender, race, geographic location, or other personal characteristics are known as

answer

demographic information

question

Survey questions about age, income, and geography seek to understand which type of information?

answer

Demographic

question

A restaurant manager decided to place an advertisement for his restaurant in the sports section of a local newspaper. The advertisement will run every day for two weeks and will feature the restaurant's Sunday Hot Wing special. This series of advertisements will cost $200, and the manager will determine the success of these advertisements by measuring the increase in Sunday sales. The manager has created a(n)

answer

marketing plan

question

An operation's potential customers are known as the

answer

target market

question

The manager of a restaurant with a target market of young families with small children is making a decision about where to spend his print media marketing budget. He has narrowed his choices to a magazine that is placed in senior citizen neighborhoods for a low price per reader or a magazine that is made available in pediatricians' offices for a higher per reader cost. The manager asks for your opinion. You advise that the

answer

money be spent with the magazine that is available in the pediatrician's offices because the target market is young families

question

In the restaurant and foodservice industry, the term "features" refers to the

answer

characteristics of the actual menu items and services

question

A detailed listing of specific activities designed to reach the revenue goals of an operation is known as the

answer

marketing plan

question

An appropriate time to begin marketing a restaurant's banquet facilities for holiday parties would be

answer

early fall

question

Examples of internal marketing include a(n)

answer

advertisement printed especially for placement on tables in the operation's dining room

question

A restaurant has identified its target market as young families with small children. An effective marketing activity might be

answer

sponsoring a pee wee soccer team

question

Marketing plans are completed so that the manager will

answer

better understand existing and potential markets

question

A couple decides to use their historic home for a restaurant offering a high-quality menu. This restaurant would be classified as a

answer

destination restaurant

question

A target market consists of

answer

people that a restaurant intends to pursue as customers

question

Long-term increases or decreases in some factor outside an establishment, such as an increase in population or an upturn in the economy, are known as

answer

a market trend

question

Once a marketing plan is written, it should be

answer

implemented, shared, reviewed, and updated as situations change

question

A manager states that one of the objectives for the operation is to increase business by 10 percent. The objective

answer

is not valid because it does not include a time frame for achieving this objective

question

The formula to determine the check average is

answer

total revenue / number of guests served

question

On a recent Saturday, an operation served 500 guests for total revenue of $10,000. The guest check average was

answer

$20

question

Which is an internal factor when evaluating the marketing plan?

answer

Great tasting products at the right price

question

An advertising campaign in a local newspaper would be referred to as

answer

an external marketing activity

question

Which of the following would be an example of an identifiable objective for a marketing?

answer

Increase check averages by $3 over the next three months

question

The name, logo, signage, employee uniforms, décor, pricing, service level, and other characteristics that, when taken together, make one restaurant or foodservice operation different from another are known as

answer

brand identifiers

question

A brand identifier that has been given special legal status so that only its owners can decide when and how it may be used is known as a

answer

trademark

question

Once established, a brand must be carefully

answer

managed

question

An operation has chosen to locate its premises on a bayside harbor overlooking shimmering water and boating enthusiasts. This is an example of which type of decision?

answer

Place

question

A concise summary of the brand's values, competencies, company culture, and target market is known as the

answer

brand position statement

question

An example of a well-defined target could be

answer

families with young children living within 5 miles of the operation

question

The four Ps of marketing are

answer

product, place, price, and promotion

question

Understanding consumer rationality can better help a restaurateur with

answer

pricing menu items

question

The restaurant industry adds a fifth ingredient to the 4 Ps of marketing. It is

answer

service

question

Many restaurants offer lower prices between 4:00 and 6:00 pm to encourage more people to come to the restaurant during those times. What ingredient of marketing is the focus of this strategy?

answer

Price

question

A customer enters a restaurant and admires the décor. This is an indication that the manager has done a good job managing an aspect of marketing known as

answer

place

question

Good value from the customers' point of view is the

answer

difference between what they pay and what they get

question

A customer selects a restaurant based on an advertisement in the local paper. This is an indication that the manager has done a good job managing the aspect of marketing known as

answer

promotion

question

Which of the 4 Ps of marketing refers to the items selected for an establishment's menu?

answer

Product

question

Customers who come to trust that a brand will meet or exceed their expectations on a consistent basis are

answer

loyal customers

question

Which is a decision place?

answer

Drive-through service

question

Menu items that customers associate with a single restaurant or a chain of restaurants are known as

answer

signature items

question

The golden arches of McDonald's would be categorized as a

answer

place brand identifier

question

To increase check averages, the manager and the chef work together to feature complimentary appetizers and entrees at an attractive price. This practice is known as

answer

bundling

question

McDonald's restaurant's golden arches logo is a recognizable sign of quality, affordable fast food. This is an example of successful

answer

branding

question

Buyers tend to make their buying decisions based on the belief that the purchase will be a direct benefit to them. This is known as

answer

consumer rationality

question

The results of service training may be difficult to access because the product known as service

answer

is intangible

question

One Saturday night guests visit a particular restaurant and receive excellent service and quality food, so they decide to return to the same restaurant the following Saturday night. On this second visit they receive the same high-quality food, but the service is poor. This restaurant lacks

answer

consistency

question

Which term describes the groupiong of several products together for one lower price?

answer

Bundling

question

A key to consistently providing good service to customers is

answer

properly training all employees

question

Unlike the taste, smell, and texture of a food ingredient, friendliness of a server is which type of trait?

answer

Intangible

question

What is most likely to cause a customer to not return to a restaurant?

answer

Poor service

question

The economic, legal, vendor, and competitor conditions faced by a business is known as the

answer

marketing environment

question

The means of recording an operation's sales, product usage, and other important information on a daily, by shift, hourly, or other basis is known as the

answer

point of sale system

question

The three main types of market research objectives are

answer

descriptive, exploratory, and causal

question

The National Restaurant Association provides restaurant operators with data and relevant information about the restaurant and foodservice industry. This type of information is referred to as

answer

secondary information

question

Information collected internally for decision-making purposes is known as

answer

primary information

question

Factual records collected about actual sales, product usage, customers served, and other operating information are examples of which type of information?

answer

Internal

question

The process that seeks to obtain relevant and accurate information about particular groups of people or segments in a market is known as

answer

market research

question

A group of investors is planning on opening a new restaurant in an urban area. Before they invest their funds, they hire a firm to survey local residents about their dining-out practices. This group has hired the firm to conduct

answer

market research

question

One advantage of using primary data rather than secondary data is that primary data is

answer

more relevant to the research

question

As part of the information gathering process before opening a new restaurant, the owners of the restaurant hold several meetings in which they invite small groups of local residents to learn what they think of their restaurant concept. This is known as gathering information by

answer

focus group

question

The factors that directly affect the purchasing power and the spending habits of those in a target market are known as the

answer

economic environment

question

The first step in the market research process is

answer

defining the purpose

question

A group of investors is considering opening a new restaurant. Their early research reveals that three local large corporations will be expanding their businesses and hiring highly paid workers. As one of their advisors you recommend that they

answer

go ahead with their project because the economic outlook for the area is positive

question

A person dining in a restaurant in the company of another who is paying the bill is known as a

answer

guest

question

The number or value of units sold by a business in a given period and expressed as a percentage of the total market size is known as a

answer

market share

question

A restaurant has a signature shrimp dish on their menu. Recently, a foodborne illness was discovered in shrimp from a particular seafood processor. The restaurant buys some, but not all of their shrimp from this processor. Rather than risk running out of shrimp over the busy holiday weekend, they decide to combine all of the shrimp, thinking that this will lessen the severity of any resulting foodborne illness. This restaurant is showing a

answer

lack of responsibility related to serving food

question

A local government passes an ordinance prohibiting the sale of alcohol after 11 pm Monday through Thursday. This action impacts the area's

answer

legal environment

question

A rural area is served by only one foodservice distributor, which does not sell seafood. A group of investors would like to open a seafood restaurant in the area. As an advisor you recommend against this decision based on the area's

answer

vendor environment

question

The money left after a person has met all his or her expenses or debts is known as

answer

discretionary income

question

An area is served by three large foodservice distributors and seven specialty distributor. As a restaurant owner you would expect

answer

to pay fair prices and have access to a broad range of items for your menu

question

You have noticed that a local restaurant specializing in seafood is often busy in spite of their reputation for terrible service. As a restaurateur interested in opening a new restaurant in the area, this indicates to you that

answer

you would be successful if you opened a competing seafood restaurant that provides good service

question

An area has an established market for steak sandwiches. For the past several years, 10,000 steak sandwiches have been sold at an average cost of $7 per sandwich. Currently, six operations in the town sell steak sandwiches. You are considering opening an additional outlet for steak sandwiches. In composing your marketing plan you estimate getting an equal share of the market and that that share will be approximately

answer

$10,000

question

Useful market-related data that have been generated by sources outside the operation are known as which type of information?

answer

Secondary

question

The process of treating everyone in the market as having the same needs and wants is known as

answer

mass marketing

question

Restaurateurs recognize that not all people have identical wants and needs, and to seek a focused appeal to the distinct portion of potential customers that make up their customer base they define their

answer

target market

question

The process of gathering and analyzing relevant and accurate information about customers, competitors, and markets in order to improve decision making is known as

answer

market research

question

Two of the more important demographic areas for nearly all restaurants and foodservice operations are

answer

age and income level

question

The characteristics of a customer that relate to that customer's personality, values, attitudes, interests, or lifestyle are known as

answer

psychographic

question

A restaurant has a large number of customers who frequently dine there. This restaurant would be said to have a

answer

high degree of customer loyalty

question

An emotional or physical requirement that occurs when a person is deprived of something is known as a

answer

need

question

A desire that is shaped by a person's culture and personality is known as a

answer

want

question

Which is the fastest growing segment in the restaurant and foodservice industry?

answer

Fast-casual

question

The tendency of consumers to make their buying decisions based on the belief that their purchases will be a direct benefit to them is known as

answer

consumer rationality

question

A couple has decided that they would like to go out to dinner for their anniversary. In terms of the decision-making process this couple has

answer

recognized a need or a want

question

After a customer has completed their dining experience, they may then decide whether they would come back, if the meal was satisfying, or how they rate the service. This is known as

answer

purchase assessment

question

The final step in the decision-making process is the

answer

purchase assessment

question

Before most consumers decide to spend their money, they must have

answer

the desire and the ability to buy

question

An external influence on buying behavior is

answer

income

question

A couple would like to go out to dinner to celebrate their first anniversary. Both of them were just laid off from their jobs. They would like to go to the most expensive restaurant in town to celebrate, but most likely they will not be able to because they lack

answer

the ability to buy

question

The financial position of a consumer or group of consumers relative to other consumers is known as

answer

socioeconomic status

question

Which is a characteristic of a fine-dining restaurant?

answer

Complex food

question

After attending a church service, a family decides to have lunch at a restaurant owned by a member of the church and frequented by many members, particularly after church. This family's decision to go to this restaurant is most heavily influenced by which factor?

answer

Peer group affiliation

question

The way people live their lives, what they like to do, and what interests them and/or their opinions is referred to as their

answer

lifestyle

question

Quick-service restaurants are most likely to use which pricing technique?

answer

Value

question

Which of the following is an example of a promotional activity that would attract customers of a particular household status—families with young children?

answer

Free apple slices or a small yogurt with fruit for children under 12 years of age

question

Which establishment is most likely to attract someone interested in sports?

answer

A bar with many widescreen TVs tuned into sports broadcasts

question

A restaurant that serves a limited menu, has fast service, and prices its food moderately is known as a

answer

quick service restaurant

question

In some fine dining operations, a person formally trained on wine selection is called a

answer

sommelier

question

In which restaurant and foodservice industry segment will service be at the highest level?

answer

Fine dining

question

A group of investors has decided to open a new restaurant. The servers in this restaurant will take the orders and deliver the food to the tables. The menu will follow an Italian theme and the prices will be moderate. This restaurant will fall into which restaurant and foodservice industry segment?

answer

Casual

question

An example of a noncommercial operation is a

answer

school

question

A restaurant has decided to change its style of service. Now, the food will be placed into serving dishes and then brought out on a cart. It will be served directly from the serving dishes to the customers' plates, in front of the customers. The restaurant will need to purchase serving carts equipped with warmers for the food. This type of service will be expensive to implement because of the need to purchase these heated and cooled carts and because the staff will require additional training. This restaurant feels that since it has a chef known for excellent cuisine, this type of service will meet the needs and expectations of their customers. The style of service that the restaurant has chosen is known as

answer

French

question

Shortly after being seated in a fine dining restaurant, a couple is approached by a member of the staff. This person asks them questions about what they will be eating and suggests a wine to go with their meal. This person is known as the

answer

sommelier

question

The first step in the purchasing decision process for a customer is

answer

recognizing a need or a want

question

What is the fastest growing segment of the restaurant and foodservice industry?

answer

Fast casual

question

A foodservice operation located within a business is available only to the employees of that business and their guests because the operation is subsidized by the business and does not seek to make a profit. This operation is known as a

answer

noncommercial foodservice operation

question

An internal factor that influences individual buying behavior is

answer

age

question

A foodservice operation is located in a shopping center and open to the general public, although its target market is families with young children. The operation has not made a profit for the past three years although it would like to. This foodservice operation is known as a

answer

commercial foodservice operation

question

A document that contains a formal statement of business goals, an explanation of how the goals can be achieved, and the detailed steps for reaching these goals is known as a

answer

business plan.

question

A guide for an operation's marketing efforts outlining what will be done to attract the number of customers needed to achieve the operation's revenue targets is known as a

answer

marketing plan.

question

When developing a marketing budget, managers must consider costs and expenses, future revenues, the competition's marketing efforts, and the operation's

answer

marketing objectives.

question

An estimation of the cash needed to open a business or to buy an existing business is known as a

answer

financial plan.

question

The amount of money the owner has on hand, as well as the total amount needed to start the business are known as

answer

start-up funds.

question

An operation usually assesses its primary or direct competitors through

answer

observation.

question

Banks often require a business plan before they consider loaning a business money. This is because

answer

a well-developed business plan can help minimize the risk of failure for new businesses.

question

A year after the restaurant opened, the investors are asked to contribute some additional funds. What document should they review as part of this decision-making process?

answer

Business plan

question

Which term best describes the formal statement of business goals and the detailed steps for reaching them?

answer

Business plan

question

This part of the business plan is typically the last part written and is a brief description of the highlights of the business plan.

answer

Executive summary

question

A recent graduate of a hospitality management program would like to start a new restaurant. She has prepared a part of the business plan detailing the items that will be on the menu, including the prices for these items, as well as a description of the unique and distinguishing features of the restaurant. This section of the business plan is known as the

answer

concept statement.

question

A critical tool to determine exactly how to attract, please, and retain customers and achieve target profits is a

answer

marketing plan.

question

A recent culinary school graduate decides to open up a food truck. He believes that he can handle the work by himself and has sufficient money to start this business. He will be operating as a

answer

sole proprietorship.

question

A manager of a successful restaurant and a friend who has inherited a large sum of money have decided to go into business together. The manager will run a restaurant, and the friend will invest all of the money necessary to get the business started but will be busy with his own business. They have drawn up an agreement, which details their arrangement, including how they will share in any profits of the business. This restaurant will operate as a

answer

partnership.

question

In a SWOT analysis, which category is represented by the entry of a new competitor with lower prices?

answer

Threats

question

Sally Jones opened a small café and named it Sally's Sandwiches. This is an example of a

answer

DBA

question

The part of the business plan that details the strengths and weaknesses of other similar businesses is known as the

answer

competitive assessment.

question

An operation's concept is defined by its menu, prices, and

answer

unique features.

question

A SWOT analysis identifies an operation's

answer

strengths, weaknesses, opportunities, and threats.

question

The explanation in the marketing plan that refers to how an operation gets its target market to notice its products and services and consider them for future purchase is known as the

answer

market positioning.

question

Successfully attracting customers from a target market is the result of

answer

an effective marketing plan.

question

A local restaurant has decided to work closely with a well-known local farm, advertising that it uses produce from this farm. The farm will also use the fact that its produce is used by this restaurant in its promotions because it thinks this will improve the farm's image. This restaurant and farm have entered into what type of arrangement?

answer

Co-branding

question

A valid goal included in a marketing plan might be for the operation to

answer

increase bar sales each month by 5 percent when compared to the same month the previous year.

question

Which section of the business plan provides readers with the highlights and is typically written last?

answer

Executive summary

question

A restaurant has predicted sales for the coming year to be $875,000. Its budget has allocated 4 percent for marketing. Its marketing budget for the coming year will be

answer

$35,000

question

In determining the amount of money that should be spent on marketing, many businesses look to

answer

money that is left over after paying all expenses and satisfying profit goals.

question

A marketing objective should be

answer

measurable, reasonable, and have a time frame.

question

A restaurant business has identified an opportunity to grow. The restaurant has enough funds to operate the business but not enough funding to pay the expenses associated with this expansion. Before going to ARSs it has prepared a detailed estimate of the income, expenses, and profits associated with this project for the next three years. This document is known as a

answer

pro forma.

question

A marketing activities schedule can be thought of as a "to-do" list for marketing. It should include

answer

the who, what, and when of the marketing activities.

question

A value proposition or value statement describes the

answer

target customers' assessment of the products and services they purchase

question

A restaurant offers diners a choice of multicourse meals for one predetermined price. This restaurant is using what type of pricing?

answer

Prix fixe

question

In what type of menu is each item priced individually?

answer

A la carte

question

An external factor that affects menu pricing is the

answer

economy.

question

A restaurant specializes in breakfast. Knowing that many adults order coffee with their breakfast, it has decided to keep the price for coffee low; so low, it is below cost. This type of pricing is known as

answer

loss leader.

question

Pricing products and services based on their worth in usefulness or importance to the buyer is known as

answer

value pricing.

question

Restaurant prices must cover

answer

all of the tangible costs, such as the cost of the goods, and the intangible costs, such as service.

question

A restaurant offers a hamburger platter using a leaner, higher grade of ground beef. In order to become a quality leader, a competitive analysis was performed. Relative to the competition, the platter should be

answer

higher priced.

question

Proper pricing is important because when

answer

customers consider prices to be fair, they are more likely to become loyal customers.

question

What most affects a buyer's perception of the price of an item?

answer

Perceived value

question

The town in which a restaurant is located experiences a large layoff by one of the major employers. As a result, the restaurant has decided to offer more specials. This pricing decision was influenced by which external pricing factor?

answer

Economic conditions

question

which is an internal factor that affects pricing?

answer

Costs

question

The manager of a new restaurant is pricing his menu. In addition to calculating the actual costs of the menu items, the manager also looks at the prices that other restaurants are charging for similar items. This practice is known as

answer

competitive analysis.

question

In an interview a popular movie star announces that he eats frozen coffee every day. As a result, sales of frozen coffee have increased dramatically. This phenomenon would be known as a

answer

temporary fad.

question

During the months of November through March a restaurant sells twice as much soup as it does in the other months of the year. This is caused by

answer

taste seasonality.

question

What does direct labor include?

answer

Hours worked at a specific wage only

question

In the fall an area experiences a terrible hurricane that knocks out power for a large number of homes and businesses. An area restaurant that has its own generator is one of the few places open for business. It has decided to double its prices because there is so much demand for its products. This probably would be

answer

a violation of pricing-related laws.

question

Because of a $0.50 per serving increase in the cost of shrimp, a restaurant is reviewing prices on its menu for the two shrimp entrees to see how it can increase the prices while minimizing the negative impact on sales. Right now, both items sell well and at about the same percentage of total sales. One is priced at $7.25 while the other is $7.75. The plate cost for both items is about the same. As a consultant, you advise that the restaurant

answer

raise the menu price for both items to $7.95 because customers will not notice the increase.

question

The amount of profit an owner hopes to achieve is known as the

answer

target profit.

question

A la carte menus are used to

answer

provide a range of lower- and higher-priced menu items.

question

Profits can be increased by

answer

increasing revenue while keeping expenses the same amount.

question

A recipe that gives a known quality and quantity at a known cost is known as a

answer

standardized recipe.

question

A restaurant has an item on the menu priced at $21.00. The food cost associated with this item is $7.00. The food cost percentage for this item is

answer

33.3%

question

Two employees each work an 8-hour shift for a total of 16 hours. One employee earns $8 per hour, while the other employee earns $12 per hour. The direct labor cost for this shift would be

answer

$160.

question

The cost of hosting the website for a restaurant would be classified as

answer

other operating cost.

question

When pricing items for the menu, a restaurant manager prices items to target profits. This practice is known as

answer

profit-oriented pricing.

question

A restaurant uses the food cost percentage pricing method to determine the prices for its menu. The food cost for a popular item on the menu is $5.00, the labor cost for this item is $3.00, and the desired food cost percentage is 32 percent. The menu price for this item will be

answer

$15.62

question

The two costs considered in the Prime Cost Pricing Method are

answer

food and labor costs

question

Inclusively, the means by which a business talks to its customers are known as

answer

communication channels.

question

AIDA, the acronym for the commonly used model for creating effective messages, stands for

answer

attention, interest, desire, and action.

question

A restaurant named "The Farmer's Table" advertises that it uses only the freshest locally grown produce to create its menu. One of its signature items is strawberry shortcake (made with fresh strawberries), and the dish is on the menu year round. The climate allows strawberries to be locally produced for only about 60 days out of the year. This restaurant is in danger of violating

answer

regulations regarding truth in advertising.

question

Which tactic increases the effectiveness of direct mail as a marketing tool?

answer

Write address information on colored envelopes that have the operation's logo

question

Mail sent to the home or workplace of potential customers is known as

answer

direct mail.

question

Billboards are a form of which type of advertising?

answer

Print

question

When potential restaurant customers view an advertisement, they are most interested in

answer

what the business can do for them.

question

An example of an interactive communication channel is a

answer

website.

question

In advertising, visual representations are referred to as

answer

graphics.

question

Recently, a restaurant placed an ad with a coupon in a local newspaper. The manager has asked all of the cashiers to save the coupons each day, noting on them the total of the customer's check. This manager is trying to

answer

track the effectiveness of that particular advertisement.

question

Broadcast media are controlled by the

answer

FTC.

question

Which tactice can influence people to read a print ad for a restaurant?

answer

Using a picture of a family enjoying the food at home with a caption below the picture

question

Effective broadcast-based advertising should begin with an attention grabber and end with

answer

a summary of the message.

question

A sports bar is looking for a programming partner for its fall television advertising campaign. The best partner would be a station that specializes in

answer

sports programing.

question

Which advantage of an operation using cell phone applications is both convenient and environmentally advantageous?

answer

Paperless techniques do not require the use of coupons to be printed, mailed, or carried

question

In broadcasting, the estimated number of unduplicated audience members that tune in to a particular channel or program at least once during a reported time period is known as

answer

reach.

question

In broadcasting, the average number of times a single viewer is exposed to an ad during a given time period is known as

answer

frequency.

question

By which method could an operation make coupons available to a target market?

answer

Direct-mail advertisements

question

Two advantages of a direct mail campaign are that it

answer

can target specific markets, and there is a great deal of control over the content.

question

Computer-based and non-computer-based systems that deliver information via public airwaves are known as

answer

wireless communication channels.

question

A primary advantage of mass media or broadcast media advertising is that

answer

reaches large audiences.

question

A restaurant has established a list of e-mail addresses for its customers. This weekend it will be offering a special discount on its signature item, crab cakes. Which of the following would be an effective way to end this e-mail?

answer

Call now for reservations.

question

Individuals who stay electronically connected for reasons that include friendship, common interest, romantic relationship, or shared knowledge are referred to as

answer

social media networks.

question

In the subject line of an email used for marketing, a manager should include

answer

information stating the main purpose of the email.

question

A restaurant would like to optimize their use of social networking. It should

answer

communicate various things happening at the restaurant in addition to specials.

question

The biggest challenge in using apps for marketing is

answer

staying current with the latest trends.

question

Which communication channel or media type generally has the lowest costs for advertising?

answer

Newspaper

question

Cell phone apps are important in today's marketing efforts because

answer

they are so popular and are able to do so many things

question

Any form of marketing message that managers pay for and deliver in an identifiable but nonpersonal way is known as

answer

advertising.

question

Because it takes the form of making recommendations to guests about items the guests might be interested in buying, personal selling undertaken by service staff is often referred to as

answer

suggestive selling.

question

The most visible part of a company's advertising campaign is its

answer

advertising.

question

Once advertisements are in place, a manager must evaluate their effectiveness by utilizing

answer

objective measures.

question

The management team of a new restaurant has worked very hard to launch a series of advertisements and promotions for the restaurant's grand opening that use various media. This is known as

answer

an advertising campaign.

question

A restaurant advertises that this week, children under the age of 6 eat for free. This is an example of

answer

a promotion.

question

An established restaurant is about to reopen after a fire. The focus of its advertisements will probably be

answer

awareness.

question

To ensure a successful sales promotion, a manager should prepare staff members because the staff

answer

is the operation's best sales force.

question

A restaurant with an unusual concept is about to open. Management feels that the food is good and that if it can just get people to experience the food once, they will become loyal customers. The initial ads offer a grand opening special of a $5 discount on any entrée. The objective of this ad is

answer

trail.

question

A restaurant tracks how many times per month customers come into the store for lunch. It is tracking

answer

usage.

question

A bakery consistently uses the tag line "where freshness begins" in every advertisement and on all of its printed material. This bakery is trying to build

answer

its brand.

question

Suggestive selling in a restaurant setting should be performed by a trained

answer

server.

question

A manager has created a document in which he carefully notes the name of the activity, when it is to be initiated and completed, and the total cost for each advertising or promotional activity. This document is known as

answer

an advertising schedule.

question

In evaluating the effectiveness of an advertising campaign, the manager of a restaurant counts the number of customers that come to the restaurant and determines that as a result of the advertising campaign there were 10 percent more customers this month than last month. This form of measurement is said to be

answer

objective.

question

A manager sets a goal for the upcoming advertising campaign to increase customer counts significantly. This goal is said to be

answer

subjective

question

Which action must a manager take with final objective advertising data?

answer

Follow up on the information.

question

Trying to find new customers for a business is known as

answer

prospecting.

question

While meeting with a potential customer, a manager is told that the customer is not willing to book their event on the grounds that the banquet hall may be too small to accommodate all of the employees and their guests. This is known as

answer

an objection.

question

A customer orders an entrée. The server suggests that the customer may want to order the recently introduced appetizer while waiting for the entrée. This practice is known as

answer

upselling.

question

The number of times a customer frequents an operation is known as

answer

usage.

question

The first step in assessing the effectiveness of a personal selling campaign is for the manager to

answer

record all sales calls and the amount of revenue generated by each person assigned personal selling tasks.

question

A manager meets one of the event sales staff people in the hallway and asks what she or he thinks of the new event menu. The manager is trying to

answer

informally access the event sales staff person's knowledge of the new menu.

question

The term that describes all of the activities that retail managers perform when selling their products is

answer

merchandising.

question

Any form of paid marketing message is referred to as

answer

advertising.

question

A restaurant is known for its wonderful desserts, particularly, its pies. It decides to sell whole pies to its customers. Which component of its on-site merchandising program would this be?

answer

Products

question

A casual restaurant does primarily lunch business for business people. It sells freshly baked cookies in small bags and has them available for purchase right beside the cash register, as people are paying their bills. Which component of the restaurant's on-site merchandising program would this be?

answer

Placement

question

Poor customer service can cause a marketing plan to fail. Poor customer service is

answer

an internal factor.

question

Evaluation of the marketing plan

answer

should begin immediately after the completion of the last event in the plan.

question

The purpose of evaluating the marketing plan is to determine

answer

what went right and what went wrong.

question

When evaluating personal selling, managers

answer

compare the number of activities in the marketing plan to the number of activities actually completed.

question

When managers evaluate a marketing plan, the differences between planned results and actual results are known as the

answer

variances.

question

Who ultimately defines the promptness of service?

answer

Customer

question

Comparison of all the servings of a menu item that are sold to the total sale of all competing menu items is referred to as

answer

menu mix.

question

Last Saturday night, 27 servings of the most popular entrÈe were sold. In all, 90 entrees were sold. This specific entrÈe represents

answer

30 percent of the menu mix.

question

The formula for contribution margin is

answer

Item selling price ñ item food cost = contribution margin

question

The industry term that refers to the thoughts and opinions about an operation that customers express to the operationís owners, managers, and staff is

answer

customer feedback.

question

A customer has complained about a server. The manager should

answer

take the comment seriously.

question

Management assessment techniques used for product quality control should include

answer

random taste-testing and secret shoppers.

question

The first step in assessing product quality is for the manager to

answer

check each plate as it comes from the kitchen on its way to the customers.

question

An advantage of the manager assessing food quality by observing the kitchen employees prepare orders and the employeesí approach to mise en place is that

answer

it allows the manager to see how things are actually done.

question

A manager notices a customer looking around the dining room and with an empty plate. An appropriate action for the manager would be to

answer

ask the customer whether everything is all right.

question

To ensure that all areas of the restaurant are cleaned on a regular basis, a manager should

answer

develop a cleaning schedule.

question

A manager expects a marketing campaign to generate $12,000 of revenue. The actual results are only $9,000. What is the variance expressed as a percentage?

answer

-25%

question

The length of time it takes for an investment to pay for itself is known as the

answer

payback period.

question

A restaurant would like to purchase an additional grill for the cook line at a cost of $15,000. Because of its increased cooking capacity, the restaurant estimates that this grill would allow it to serve an additional 1,000 people per year with an average contribution margin of $5.00. What is the payback period?

answer

3 years

question

A restaurant has decided to purchase an additional grill for the cook line at a cost of $15,000. The restaurant estimates that this grill will last 20 years and that it will be able to serve approximately 5,000 steaks per year. The steak dinner has a contribution margin of $5.00. What is the expected return on investment over the life of the grill?

answer

333.3 percent

question

A restaurantís most effective marketing tool is

answer

its menu.

question

To lessen the impact of price in the decision-making process, menus should list the price of the item

answer

immediately following the itemís description.

question

This type of vegetarian includes eggs in their vegetarian diet.

answer

Ovo-vegetarian

question

These eight food itemsópeanuts, fish, shellfish, milk, tree nuts, soy, eggs, and wheatóaccount for what percentage of all allergies?

answer

90 percent

question

When designing a menu, which important aspects should be considered?

answer

Target market, competition, and consumer trends

question

One main principle of pricing psychology states that customers perceive

answer

a price of $6.00 and $6.99 as being about the same.

question

One way to attract customers is to offer

answer

a unique or signature item.

question

A food fad

answer

grows rapidly, peaks, and declines quickly.

question

Pricing products and services based on their worth in usefulness or importance to the buyer is known as

answer

value pricing.

question

Low-end value pricing typically ends in

answer

$0.99, as in $2.99

question

This type of menu has different prices for each menu item. The customer bill is based on the total of the prices of the items ordered.

answer

a la carte menu.

question

A nursing home is most likely to have which type of menu?

answer

Cyclical

question

The number of times a dining room table is seated during a meal period is referred to as

answer

table turn.

question

Menus should focus the readerís attention on the

answer

item descriptions.

question

On a tri-fold menu the prime real estate area is

answer

the center panel, toward the top.

question

When considering the type size for a menu, the most important factor to remember is that the type should

answer

be easy to read.

question

The most effective sales and marketing tool in a restaurant is its

answer

menu.

question

Which guidelines were issued by the National Restaurant Association in 1984 to ensure that the menu description matches what was actually served?

answer

Truth in Menu Guidelines

question

Savings on the amount of equipment needed for production, inventory, and space needed are all advantages of the

answer

limited menu.

question

In deciding whether to add a new item to the menu, the first step is to

answer

establish goals for the new item.

question

While supporting the theme or type of food offered, an important goal of a beverage menu is to

answer

make customers aware that the restaurant serves alcoholic beverages.

question

A fast-casual restaurant using midrange value pricing will most likely use which price for an entree?

answer

$10.95

question

Beverage menus should

answer

follow the same format and theme as the food menu.

question

Approximately what percentage of the space on a menu page should be blank?

answer

50 percent

question

A restaurant is offering an incentive for customers to come and have a meal there. This is known as

answer

sales promotion.

question

A story about the grand opening of a local restaurant is printed in the local paper. The restaurant did not pay for this article nor does it have any control over what is printed. This is known as

answer

publicity.

question

Effective public relations activities have the impact of

answer

building name recognition.

question

A marketing message whose content is paid for and controlled by the business is known as

answer

advertising.

question

When the marketing message is presented face-to-face, it is referred to as

answer

personal selling.

question

Public relations events should be designed to

answer

draw customer awareness to an organization.

question

A manager is analyzing last monthís sales figures and determines that business is slowest on Monday nights. The manager would like to increase business on Monday nights by initiating a sales promotion. Which step in the sales promotion process has the manager just completed?

answer

Identify sales promotion objectives.

question

A manager would like to increase the customer base for the restaurant. In order to do this, a sales promotion will be initiated in which

answer

a coupon good for one free entrÈe with the purchase of another entrÈe will be included in an upcoming advertisement in the local paper.

question

Which statement best reflects a reasonable and measurable sales promotion objective?

answer

The restaurant will aim to increase the number of families dining in on Mondays or Tuesdays by 10% with coupons for free beverages during the month of June.

question

Every week a local pizzeria includes a flyer with that weekís special offers in the local newspaper. It decides to continue this practice, even though it cuts into profits because most of the customers use the coupons listed on the flyer. As the pizzeriaís marketing advisor, you suggest that the business

answer

gradually phase this practice out or limit the offers, since they have effectively lowered the customerís perception of the value of its pizza.

question

A restaurant offers customers a card that is initialed every time they purchase an entrÈe of $8.00 or more. When the card is full, they receive a free entrÈe with a value of $10 or less. This is known as

answer

a frequent dining program.

question

To introduce a new beer, a local brewpub is offering a free beer glass with the purchase of a pint of this beer. This is known as a

answer

promotional premium.

question

Providing publicity material to the media and working with media representatives is known as

answer

media relations.

question

A restaurant has a small bulletin board placed right beside the cash register where customers can easily see it as they are paying their bills. This bulletin board is used to display the daily specials, all POP and POS materials, customersí business cards, and the announcement for the employee of the month. Often announcements are posted on top of other information. As the new manager of this operation you decide to

answer

move the POP, POS, and special information to an attractive and new light-board that will be placed just inside the entrance where customers will see it as they walk in.

question

Providing publicity materials to the media and working with media representatives is known as

answer

media relations.

question

Effective trial sales promotion campaigns should be based on

answer

a beginning and end date of any promotion.

question

The manner in which a business handles a major event that threatens the reputation and survival of a business is known as

answer

crisis management.

question

A new restaurant provides a packet of information to the local media. This packet includes information about the opening, the management, and the chef. This packet of information is known as

answer

a press release.

question

Which is an example of publicity?

answer

A restaurant review by a food critic

question

A series of targeted activities, promotions, and advertisements designed to raise awareness or enhance the image of an establishment is known as a

answer

PR campaign.

question

In an urban area, one street is home to several nightclubs, restaurants, and music venues. This type of area is known as

answer

an entertainment district.

question

Which sales promotion method is used primarily to increase customer loyalty?

answer

Frequent diner programs

question

An advantage of public relations is that it

answer

can lower the advertising budget.

question

Policies and procedures managers put in place to identify the specific ways an operation will reward its best customers are known as a

answer

guest loyalty program.

question

To create loyal customers, the first question managers need to ask is,

answer

"What do my customers want?"

question

The first step to ensure good publicity is to build positive relationships with the

answer

local community.

question

Restaurants that involve interacting with the people in the local area in order to create awareness of and trust of their business are practicing good

answer

community relations.

question

A restaurant with a target market of young professionals would like to partner with an organization to create a positive image with its customer base. The best partner would be a

answer

local business club

Hospitality and Restaurant Marketing – Flashcards

Unlock all answers in this set

Haven't found what you were looking for?

Search for samples, answers to your questions and flashcards