Culinary II Ch 1-2

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What method for pricing menu items uses operation-wide data to determine a dollar amount that must be added to each major menu item's food cost

Contribution margin method

Which pricing method works for à la carte menu items as well as menu items that comprise a meal

Contribution margin method

After marketers have completed a thorough research phase, what is the next step

Establish objectives

What is the last of the five main components of a marketing plan?

Evaluate/modify the action plan

Which pricing method sets the percentage of the menu price that the food cost must be and then divides the item's food cost by that percentage to develop the menu price

Food cost percentage method

How do most restaurants commonly organize the food on their menus

In the order in which the food is eaten

Why is pricing a menu a critical process for any operation

It determines profitability

What method of menu analysis systematically breaks down a menu's components to analyze which items are making money and which are selling

Menu engineering

What is a marketing plan?

The steps an operation must take to sell a product or service

What is the purpose of public relations

To generate positive publicity

Which type of menu prices each item separately

a la carte

The way the marketing strategy is put into practice is called the

action plan

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

advertising

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

advertising

Television, radio, newspapers, storefronts, and the Internet are all viable options for what?

advertising

The way a particular operation looks and feels to guests is part of its

aesthetic

The presentation mix consists of

all the elements that make an operation unique

Which menu type allows guests to choose whatever they want whenever they want it—for example, breakfast at dinner time

california

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 day

california

How an operation actively tries to reach its desired guests, such as through advertising, are part of the operation's

communication mix

Hosting a charity event is an example of

community relations

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

community relations

What involves interacting with the people in the local area to create awareness of and trust for an operation?

community relations

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

cyclical

Which menu type can change on a daily, weekly, or monthly basis?

cyclical

Which type of menu does a restaurant use if it changes its menu at the start of each new season?

cyclical

In the United States, a du jour menu is often presented as a

daily special menu

What is the best solution to helping out a puzzle menu item

decrease it's price

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

direct mail

Which part of a promotional mix makes a concerted effort to connect directly with a certain segment of the market

direct marketing

Which menu item classification is both unpopular and unprofitable

dog

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

du jour

Which type of menu offers the same items everyday

fixed

Which type of sales promotion provides a benefit in exchange for continuing patronage

frequent shopper program

When an operation's marketing strategy is determined by its desire to satisfy customers' wants and needs, it is called

guest driven

When designing a menu, the term "layout" is best explained as

how the menu is categorized and sequenced

A menu that offers only a few selections is what type of menu?

limited

Which type of menu offers menu items only for a short period of time

limited time offer

The difference resulting from revenue minus preparation and overhead costs is known as the

margin

A group of people, also known as customers or guests, who desire a product or service is called a

market

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

marketing

The combination of all the factors that go into creating, developing, and selling a product is called the

marketing mix

The list of steps an operation must take to sell a product or service to a specific market is called a

marketing plan

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

mass marketing

Sales are initially won or lost through a quests interaction with an operation's

menu

A menu presented on blackboards, whiteboards, or directly on the walls or fixtures of an operation is called a

menu board

Contribution margin plus food cost equals

menu price

What does the French term "du jour" mean

of the day

The part of a promotional mix that includes face-to-face interaction between staff members and guests is known as

personal selling

What characteristic of an operation often determines the kind of menu that the chefs will be most capable of producing efficiently

physical layout

Which menu item classification is popular but less profitable

plow horse

Which type of promotional material incudes token gifts or giveaway items

premiums

Which type of sales promotion offers free or reduced-price merchandise

premiums

All of the elements that make an operation look unique are considered part of the operation's

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

prix fixe

What consists of all of the food and services offered by an operation to guests?

product service mix

The amount of money remaining for an operation after expenses have been paid is called the

profit

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

public relations

Which type of operation frequently offers a limited menu?

quick-service

What is the best solution if a restaurant has a dog on the menu?

remove it from the menu

The first step in any marketing plan is to

research the market

An analysis of the popularity and the profitability of a group of menu items is called a

sales mix analysis

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

sales promotion

Which part of a promotional mix includes limited, short-term incentives to entice guests to patronize an operation?

sales promotion

The number of times an item is sold in a time period is called the

sales volume

Which type of sales promotion offers small, free tastes of food items

samples

Menu boards are an example of which type of promotional material?

signage

Which type of sales promotion offers limited-time reduced prices through specials or coupons

special pricing

A menu that is verbally presented to guests by staff members is called a

spoken menu

Which menu item classification describes items that may be less price sensitive than any other items on the menu

star

Which menu items are both popular and profitable

stars

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

table d'hote

Which type of menu is most often used at banquets

table d'hote

Which type of menu offers multiple courses with multiple choices within each course, for a set price?

table d'hote

The people an operation intends to pursue as guests are known as the

target market

Which type of marketing treats people as different from each other and tries to make a focused appeal to a distinct group of guests?

target marketing

Informing guests, selling products, and creating identity are all functions performed simultaneously by

the menu

A SWOT analysis focuses on a company's strengths, weaknesses, opportunities, an

threats

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

threats


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