Y.2.U7 FlashMarketing/Menu

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For business purposes, a collection of people with

similar, specific needs and wants is called a

1

market

1

The process of communicating a business’s messages to its

market is called

2

marketing.

2

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

_____ mix.

3

product-service

3

The use of location, decor, and theme to make the operation more pleasing

to customers is an example of __________ mix.

4

presentation

4

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

5

communication

5

The list of action steps necessary for an operation to sell a product

or service is called a

6

marketing plan.

6

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

7

Threats

7

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

8

Experimental

8

Which market research method involves watching how

customers react in a natural setting toward a product?

9

Observational

9

Which market research method gathers information through

telephone, e-mail, or tableside?

10

Survey

10

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

service is called a

11

focus group.

11

Breaking down a large market into smaller groups of

similar individuals is called

12

market segmentation.

12

Which type of marketing treats everyone as having

the same needs and wants?

13

Mass

13

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

to a distinct group of customers?

14

Target

14

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

individuals?

15

Market

15

Which market segmentation looks at the personal makeup of

individuals—such as age, income, marital status, or education—in a

given area?

16

Demographic

16

Which market segmentation looks at factors such as

where customers live and work?

17

Geographic

17

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

service?

18

Product usage

18

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

target market?

19

Lifestyle

19

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

20

positioning.

20

Paying to present or promote an operation’s products,

services, or identity is called

21

advertising.

21

Limited, or short-term, incentives to entice

customers to patronize an operation are known as

22

sales promotions.

22

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

23

public relations.

23

The first step in any marketing plan is to

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research the market.

24

The mass mailing of coupons, menus, and advertising about a promotion to customers in a

particular area is called

25

direct mail.

25

Interacting with the people in the local area to create

awareness of and trust for an operation is called

26

community relations.

26

A packet of information given to media representatives to answer

questions they might have about a business or organization is called

a

27

press kit

27

Which type of menu prices each item separately?

28

A la carte

28

Which type of menu lists the menu items that are

available on a particular day?

29

Du jour

29

Chefs or managers change the menu items after a

certain period of time on which type of menu?

30

Cyclical

30

A(n) ___________ analysis is an analysis of the popularity

and the profitability of a group of menu items.

31

sales mix

31

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

and cafés is called

32

limited.

32

Which type of menu lists all meals available at any time of

day and is often used by diners that are open 24 hours?

33

California

33

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

price is called

34

prix fixe.

34

The menu similar to a prix fixe menu that bundles

various elements into one package is called

35

table d’hôte.

35

Selling price minus the standard food cost equals

36

contribution margin.

36

Which pricing method has managers mark up the costs

according to a formula to obtain the selling price?

37

Straight markup

37

Dividing the menu mix by the total number of items sold in

a specific time period determines

38

Menu mix percentage

38

Which menu item classification has a high

menu mix percentage and a low contribution margin?

39

Plowhorse

39

Which menu item classification has a low

menu mix percentage and a low contribution margin?

40

Dog

40