ProStart 2- Chapter 7 (Marketing)

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