Chapter 7 Review

Which type of menu prices each item separately? a. Limited b. Du jour c. Á la carte d. Table d'hôte

a la carte

Paying to present or promote an operation's products, services, or identity is called a. advertising. b. personal selling. c. public relations. d. direct marketing.

advertising

Which type of menu lists all meals available at any time of day and is often used by diners that are open 24 hours? a. Limited b. California c. Prix fixe d. Table d'hôte

california

The way in which an operation tells its customers about its products and services is called __________ mix. a. presentation b. communication c. product-service d. contemporary marketing

communication

Interacting with the people in the local area to create awareness of and trust for an operation is called a. advertising. b. personal selling. c. direct marketing. d. community relations.

community relations

Selling price minus the standard food cost equals a. menu mix. b. standard food cost. c. food cost percentage. d. contribution margin.

contribution margin

Chefs or managers change the menu items after a certain period of time on which type of menu? a. Du jour b. Limited c. Cyclical d. California

cyclical

Which market segmentation looks at the personal makeup of individuals—such as age, income, marital status, or education—in a given area? a. Benefit b. Lifestyle c. Geographic d. Demographic

demographic

... refer to the ways in which researchers categorize or group people. Press Release, Marketing, Publicity, Demographics, Profit

demographics

The mass mailing of coupons, menus, and advertising about a promotion to customers in a particular area is called a. service. b. signage. c. premium. d. direct mail.

direct mail

Which menu item classification has a low menu mix percentage and a low contribution margin? a. Dog b. Star c. Puzzle d. Plowhorse

dog

Which type of menu lists the menu items that are available on a particular day? a. Fixed b. Du jour c. Limited d. Prix fixe

du jour

Which market research method tries out a product for a limited time or with a limited group of people? a. Survey b. Sampling c. Experimental d. Observational

experimental

True or False Personal selling is very expensive for restaurant and foodservice operations.

false

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

false

A small group of people expressing their opinions about a new product or service is called a a. survey. b. sampling. c. focus group. d. demographic analysis.

focus group

Which market segmentation looks at factors such as where customers live and work? a. Benefit b. Lifestyle c. Geographic d. Demographic

geographic

Which market segmentation looks at the activities, hobbies, interests, and opinions of the target market? a. Lifestyle b. Geographic c. Demographic d. Product usage

lifestyle

The menu that offers few selections and is used often by quick-service restaurants and cafés is called a. fixed. b. limited. c. cyclical. d. California.

limited

For business purposes, a collection of people with similar, specific needs and wants is called a a. group. b. market. c. segment. d. community.

market

Which type of segmentation breaks down a large market into smaller groups of similar individuals? a. Market b. Benefit c. Lifestyle d. Demographic

market

Breaking down a large market into smaller groups of similar individuals is called a. forecasting. b. positioning. c. market segmentation. d. unique selling proposition.

market segmentation

... is the process of communicating a business's message to its market. Press Release, Marketing, Publicity, Demographics, Profit

marketing

The process of communicating a business's messages to its market is called a. servicing. b. presenting. c. marketing. d. positioning.

marketing

The list of action steps necessary for an operation to sell a product or service is called a a. marketing plan. b. promotion mix. c. research report. d. mission statement.

marketing plan

Which type of marketing treats everyone as having the same needs and wants? a. Mass b. Target c. Geographic d. Demographic

mass

Dividing the menu mix by the total number of items sold in a specific time period determines a. standard food cost. b. contribution margin. c. menu mix percentage. d. food cost percentage.

menu mix percentage

Which market research method involves watching how customers react in a natural setting toward a product? a. Survey b. Sampling c. Experimental d. Observational

observational

Which menu item classification has a high menu mix percentage and a low contribution margin? a. Dog b. Star c. Puzzle d. Plowhorse

plowhorse

Creating a specific identity for a product or service in the marketplace is called a. marketing. b. forecasting. c. positioning. d. segmenting.

positioning

The use of location, decor, and theme to make the operation more pleasing to customers is an example of __________ mix. a. presentation b. communication c. product-service d. contemporary marketing

presentation

A packet of information given to media representatives to answer questions they might have about a business or organization is called a a. publicity. b. press kit. c. press release. d. media vehicle.

press kit

A(n) ........ is a brief presentation of promotional information written to sound like a news article. Press Release, Marketing, Publicity, Demographics, Profit

press release

The menu that offers a choice of appetizer, full entrée with sides, and a dessert for one price is called a. fixed. b. prix fixe. c. California. d. table d'hôte.

prix fixe

Which type of market segmentation analyzes the heavy users of a product or service? a. Benefit b. Lifestyle c. Unique selling d. Product usage

product usage

All the food and services offered by an operation to a customer is an example of __________ mix. a. presentation b. communication c. product-service d. contemporary marketing

product-service

.... is defined as the amount of money remaining for an operation after expenses, or costs, are paid. Press Release, Marketing, Publicity, Demographics, Profit

profit

The process by which an operation interacts with the community at large is called a. advertising. b. personal selling. c. public relations. d. direct marketing.

public relations

.... is the attention an operation receives from the public. Press Release, Marketing, Publicity, Demographics, Profit

publicity

The first step in any marketing plan is to a. establish objectives. b. research the market. c. develop a market strategy. d. evaluate feedback from customers.

research the market

A(n) ___________ analysis is an analysis of the popularity and the profitability of a group of menu items. a. sales mix b. menu mix c. sales percentage d. contribution margin

sales mix

Limited, or short-term, incentives to entice customers to patronize an operation are known as a. advertising. b. personal selling. c. sales promotions d. direct marketing.

sales promotions

Which pricing method has managers mark up the costs according to a formula to obtain the selling price? a. Average check b. Set percentage c. Straight markup d. Contribution margin

straight markup

Which market research method gathers information through telephone, e-mail, or tableside? a. Survey b. Sampling c. Experimental d. Observational

survey

The menu similar to a prix fixe menu that bundles various elements into one package is called a. fixed. b. prix fixe. c. California. d. table d'hôte.

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? a. Mass b. Target c. Geographic d. Demographic

target

Which part of a SWOT analysis identifies the factors outside the operation that could decrease revenues or increase costs? a. Strengths b. Weaknesses c. Opportunities d. Threats

threats

True or False Market segmentation is used within the restaurant and foodservice industry because it helps operations target their customers.

true

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

true

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

true