Chat with AIExam 2: Marketing: Research Analysis and Building a Customer Base Exam Overview
What is an SBU?
(25) 
VerifiedAn SBU is a strategic business unit.When developing a marketing plan, an owner must recognize that driving lunch sales is different than driving dinner sales.By dividing the restaurant into SBUs, an owner can place the proper focus on driving sales for that end of the business.
What is meant by frequency of visits?
(38) VerifiedFrequency of visits refers to how often a customer visits the restaurant in a given time frame, which is a vital part of any marketing plan.Advertising in any form can only bring the customer through the door.Once the consumer tries your restaurant, it is the management's and staff 's responsibility to deliver on or exceed the customers' expecta- tions once they are in the building.This is known as "customer delight."
List some of the forms of impersonal advertising.
(29) Verifiednewspapers
radio and television
mass mailings
coupon books
Web advertising
What are some of the pitfalls of tr ying to fill seats at any expense?
(32) 
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