Deck 3: Developing a Marketing Plan

Question 1

Restaurants seeking psychographic segmentation should offer a variety of:

A) menu items
B) seating arrangements.
C) types of entertainment.
D) all of the above.

Answer 1

D

Question 2

The four P's of the marketing mix include , , , and
.

Answer 2

product, price, promotion, and place.

Question 3

A consist of six to ten former or existing customers, led by a discussion leader, who express their feelings about various aspects of the operation.

Answer 3

focus group

Question 4

Quadrant 4 of the perceptual map contains factors such as:

A) convenience of location.
B) cleanliness.
C) both A and B.
D) none of the above.

Question 5

is mostly concern with whether or not the message is being placed where it will be seen, heard, and/or read by the target market

Question 6

Which stage of the buying process seeks to have customers do something?

A) Conviction stage
B) Awareness stage
C) Attitude stage
D) Comprehension stage

Question 7

involves dividing the market on the basis of such things as age, income, gender, family size, stage in the family life cycle, education level, occupation, ethnicity, religion, nationality, and social class.

Question 8

When determining market objective one should consider _, _, and the .

Question 9

A property analysis should include such items as:

A) equipment quality, staffing needs, inventory management, and safety standards.
B) menu appeal, food quality, service quality, and image.
C) both A and B.
D) none of the above.

Question 10

A common way of developing a budget is to base it on:

A) break- even point.
B) prices.
C) percentages paid.
D) a percentage of sales.

Question 11

An analysis of the customer answers questions like , , or
.

Question 12

The purpose of market segmentation is to .

Question 13

The best way to gather information about what motivates customers is through:

A) questionnaires.
B) zip codes.
C) comment cards.
D) focus groups.

Question 14

Steps to develop a marketing plan include:

A) selecting target markets.
B) conducting a market audit.
C) positioning the property.
D) only B and C.
E) all of the above.

Question 15

Divides people based on their attitudes, interests, and opinions:

A) psychographic segmentation.
B) segmentation variables.
C) demographic segmentation.
D) none of the above.

Question 16

Name the three questions restaurateurs need to ask themselves for control purposes when monitoring the marketing plan.

Question 17

What three items does Robert Reid's definition of marketing include?

Question 18

A perceptual map provides a visual representation of:

A) the relative importance of various benefits to guests.
B) the perception of how well a facility provides various benefits.
C) neither of the above.
D) both A and B.

Question 19

Four of the six steps involved in developing a marketing plan include ,
, , and .

Question 20

Stages of the product life cycle include:

A) maturity stage.
B) growth stage.
C) introductory stage.
D) decline stage.
E) all of the above.
F) all except D.

Question 21

A _ _ identifies how much revenue is brought in from the various segments of the market presently being served.

Question 22

The property analysis is an unbiased evaluation of the strengths of the operations.

Question 23

Define marketing, and list and explain the major concepts involved.

Question 24

What is the purpose of a competitive analysis?

Question 25

A simple category of data that can easily be collected and is very useful is customer zip codes.

Question 26

Marketing encompasses everything from the development of the concept, product, and/or service to how it should be priced, promoted, and made available to people.

Question 27

How might you tell if a marketing plan is successful and when the plan has not worked?

Question 28

Most customers will not complain in the restaurant unless there is something really wrong.

Question 29

Perceptual maps can be useful tools in developing a positioning statement.

Question 30

The best way to find out what a restaurant is doing well and poorly is to ask customers.

Question 31

At the _ _ stage, the objective is to expose people to the operation.

Question 32

Market segmentation involves dividing a homogeneous market into smaller heterogeneous segments.

Question 33

A marketing audit includes an analysis of customers, the competition, and the local area.

Question 34

A good positioning statement tells customers where the operation is located.

Question 35

The key in developing a questionnaire is to develop the research objectives first, decide on the questions that will provide answers to the information being sought, and select an appropriate research methodology.

Question 36

Explain place- distribution mix and product- service mix.

Question 37

List and explain the six steps in the development of a marketing plan.