Culinary Arts II- Chapter 7 Marketing

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