Chapter 7 Prostart

Which type of menu prices each item separately?

A la carte

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

Which type of menu lists the menu items that are available on a particular day?

Du jour

Personal selling is very expensive for restaurant and foodservice operations.

F

The traditional P's of the marketing mix are product, price, promotion, and production.

F

Marketing segmentation is used within the restaurant and foodservice industry because it helps operations target their customers.

T

Point-of-sale displays include table tents and banners reminding customers of products and services.

T

The contemporary marketing mix is a special marketing formula for the restaurant and foodservice industry.

T

Paying to present or promote an operation's products, services, or identity is called

advertising

The way in which an operation tells its customers about its product and services is called ______________ mix.

communication

Interacting with the people in the local area to create awareness of and trust for an operation is called

community relations

Selling price minus the standard food cost equals

contribution margin

Chefs or managers change the menu items after a certain period of time on which type of menu?

cyclical

Which market segmentation looks at the personal makeup of individuals- such as age, income, marital status, or education- in a given area?

demographic

___________ refer to the ways in which researchers categorize or group people

demographics

The mas mailing of coupons, menus, and advertising about a promotion to customers in a particular area is called

direct mail

Which menu item classification has a low menu mix percentage and a low contribution margin?

dog

Which market research method tries out a product for a limited time or with a limited group of people?

experimental

A small group of people expressing their opinions about a new product or service is called a

focus group

Which market segmentation looks at factors such as where customers live and work?

geographic

Which market segmentation looks at the activities, hobbies, interests, and opinions of the target market?

lifestyle

The menu that offers few selections and is used often by quick-service restaurants and cafes is called

limited

For business purposes, a collection of people with similar, specific needs and wants is called a

market

Which type of segmentation breaks down a large market into smaller groups of similar individuals?

market

Breaking down a large market into smaller groups of individuals is called

market segmentation

The process of communicating a business's messages to its market is called

marketing

_________ is the process of communicating a business's message to its market

marketing

The list of action steps necessary for an operation to sell a product or service is called a

marketing plan

Which type of marketing treats everyone as having the same needs and wants?

mass

Dividing the menu mix by the total number of items sold in a specific time period determines

menu mix percentage

Which market research method involves watching how customers react in a natural setting toward a product?

observational

Which menu item classification has a high menu mix percentage and a low contribution margin?

plowhorse

Creating a specific identity for a product or service in the marketplace is called

positioning

The use of location, decor, and theme to make the operation more pleasing to customers is an example of __________ mix.

presentation

A packet of information given to media representatives to answer questions they might have about a business or organization is called a

press kit

A(n) ________ is a brief presentation of promotional information written to sound like a news article

press release

Which type of market segmentation analyzes the heavy users of a product or service?

product usage

All the food and services offered by an operation to a customer is an example of ___________ mix.

product-service

_______ is defined as the amount of money remaining for an operation after expenses, or costs, are paid

profit

The process by which an operation interacts with the community at large is called

public relations

___________is the attention an operation receives from the public.

publicity

The first step in any marketing plan is to

research objectives

A(n) __________analysis is an analysis of the popularity and the profitability of a group of menu items

sales mix

Limited, or short-term, incentives to entice customers to patronize an operation are known as

sales promotions

Which pricing method has managers mark up the costs according to a formula to obtain the selling price?

straight markup

Which market research method gathers information through telephone, e-mail, or tableside?

survey

The menu similar to a prix fixe menu that bundles various elements into one package is called

table d'hote

The menu that offers a choice of appetizer, full entree with sides, and a dessert for one price is called

table d'hote

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 part of a SWOT analysis identifies the factors outside the operation that could decrease revenues or increase costs?

threats