Question 1

What is an SBU?

Accepted Answer

An 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.

Question 2

What is meant by frequency of visits?

Accepted Answer

Frequency 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."

Question 3

List some of the forms of impersonal advertising.

Accepted Answer

newspapers
radio and television
mass mailings
coupon books
Web advertising

Question 4

Explain a strategic business unit.

Accepted Answer

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Question 5

Discuss the difference between kid-friendly and kid-tolerant.

Accepted Answer

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Question 6

What are some of the pitfalls of tr ying to fill seats at any expense?

Accepted Answer

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Question 7

What are the two purposes of market research?

Accepted Answer

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Question 8

What is meant by frequency of visits and why is it important?

Accepted Answer

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Question 9

How does market segmentation differ from target market?

Accepted Answer

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Question 10

What is a theme?

Accepted Answer

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Exam 2: Marketing: Research Analysis and Building a Customer Base Exam Overview