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CHAPTER 7
MARKETING
A group of people, also known as
customers is called what? (434)
• Market
What is marketing? (434)
• The process of communicating a businesses
message to its market.
What are the 4 “P’s” in the marketing
concept? (436)
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Place
Product
Price
Promotion
What are the 3 primary elements of
the contemporary marketing mix?
(436)
• Product service mix
• Presentation mix
• Communication mix
Customer trends are also known as
what? (437)
• Market trends
What is the way in which an operation
tells its customers about its products
and services? (437)
• Communication mix
Which contemporary marketing mix
consists of all the elements that make
the
operation
look
unique?
(437)
• Presentation mix
What are the 5 steps to a successful
marketing plan? (438)
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Research the market
Establish objectives
Develop a market strategy
Implement an action plan
Evaluate/modify the action plan as needed
A SWOT analysis looks at what 4
things? (442)
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Strengths
Weaknesses
Opportunities
Threats
What is the experimental method of
marketing? (448)
• An operation might try out a product for a
limited time or with a limited group of people
What is the observational method of
marketing? (448)
• This involves observing how customers react
in a natural setting towards a product
Explain the survey method of
marketing. (448)
• In this method, a marketer gathers
information using questionnaires.
Please explain sampling. (449)
• This involves testing a product with a specific,
small group, sometimes called a focus group.
What does mass marketing do? (450)
• Treats everyone in the market as having the same
wants and needs.
What does target marketing do?
(450)
• Treats people as different from each other and
tries to make a focused appeal to a distinct group
of customers.
What is breaking down a large market
into smaller groups of similar
individuals called? (450-453)
• Market segmentation
What are demographics? (450)
• This refers to the ways in which researchers
categorize or group people.
What are the 4 ways an operation can
segment the market? (451-452)
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Demographic segmentation
Geographic segmentation
Product usage segmentation
Lifestyle segmentation
The main goal of target marketing is
to… (452)
• Target marketing helps you to focus your
promotion and advertising efforts on specific
groups.
A promotional mix may include some
of these 5 components: (457)
•
•
•
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Advertising
Sales promotion
Personal selling
Public relations
Direct marketing
What is it called when an operation
pays to present or promote its
products, services or identity? (457)
• Advertising
Radio commercials are what form of
market communication? (457)
• Advertising
Our white bread normally sells for
$2.50 a loaf. By selling it to people
who use other services in the building,
we are using what type of market
communication? (457)
• Sales promotion
What is a premium? (459)
• Free or reduced price merchandise, such as a pen
or cup that shows the name and location of the
restaurant, usually given away or sold for a
reduced price with the purchase of a food item.
What is it called when 2 or more
sponsors develop complementary
promotions or offer complementary
promotional
Materials? (461)
• Cooperative
sales promotion
What is interacting with the people in
the local area to create awareness of
and trust for an operation? (461)
• Community relations
What is a packet of information given
to media representatives to answer
potential questions about a business
• Pressorrelease
organization called? (462)
What is the primary sales tool in most
restaurants? (468)
• Menu
What are some examples of
promotional materials? You DO NOT
need
to
give
definitions.
(460)
• Signage
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Flyers
Premiums
Carryout and door hanger menus
Appeal and brand name merchandise
Point of Purchase materials
Merchandising materials
Direct mail
Email
Daily Specials is an example of what
type of menu? (472)
• Du jour menu
What type of menu offers breakfast,
lunch and dinner at any time of day?
(473)
• California menu
How are most menus organized? (475)
• In the order in which they are actually
eaten
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Appetizers
Soup
Salad
Sandwiches
Entrees
Vegetables
Desserts
When planning a menu, what 6 things
do managers and chefs need to keep in
mind? (476)
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Physical layout of the facility
Skills of personnel
Availability of ingredients
Target market’s wants and needs
Target market’s expectations
Profit margin
What are the 2 steps in menu
creation? (476-480)
• Planning
• Design
What 2 purposes does menu pricing
serve (482-485)
• To provide information to customers
• To determine profitability
How do you calculate the cost of an
item using the food percentage
method? (483)
• Item food cost / Food cost percentage = Menu
price
What are the 4 classifications that
come from menu engineering? (490)
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Star
Plow horse
Puzzle
Dog
What does it mean when a menu item
is called a star? (490)
• These items are both popular and profitable
What does it mean when a menu item
is called a puzzle? (490)
• These items are unpopular but very profitable.
What does it mean when a menu item
is called a dog? (491)
• These items are unpopular and unprofitable.
What is it when a menu item is referred
to as a plow horse? (490)
• These items are popular but less profitable.