Marketing in Food Service S1

Question 1

It is a managerial function that identifies the needs/wants/desires of the individual

Answer 1

Marketing

Question 2

Fill in the blanks. Marketing is a process of planning and ____ the _____, pricing, _____ and _____ of products to create ____ that _____ individual and organizational objectives.

Answer 2

Fill in the blanks. Marketing is a process of planning and executing the conception, pricing, promotion and distribution of products to create exchanges that satisfy individual and organizational objectives.

Question 3

What are the 2 product components of food service that make its marketing unique?

Answer 3

Tangible and intangible components

Question 4

True or False. There is no direct customer contact in FS so services are important in marketing.

Answer 4

False. There is direct customer contact.

Question 5

Enumerate the 7 steps of the marketing process.

Answer 5

1. Conducting a market research
2. Classifying the market (also segmentation) and identifying the market
3. Developing a positioning strategy (market mix 4 Ps)
4. Designing the marketing plan
5. Accessing the target market and implementing the plan
6. Monitoring the plan
7. Assessing the impact of sales strategies and adjusting as needed

Question 6

It is a study profile of the target market so that the products and services can be designed and packaged in a manner that will suit the budget, taste and culture of the target market

Answer 6

The market survey/research/analysis

Question 7

What is a target market?

Answer 7

It is a segment of a population that, as individuals or organizations, have needs for products and possess the ability, willingness and authority to make a purchase.

Question 8

State the three factors to consider in choosing the target market.

Answer 8

1. LARGE ENOUGH to warrant volume of sales to recover the cost
2. The property should have physical and financial capability to serve the demands and requirements of the target market
3. There is an easy economical access to the target market.

Question 9

It is the process of arriving at distinct categories of the general market.

Answer 9

Market segmentation

Question 10

Give the four segments of market segmentation

Answer 10

1. Demographic Segmentation
2. Geographic Segmentation
3. Psychographic Segmentation
4. Product Preference

Question 11

This type of segmentation refers to the lifestyle, attitudes and personalities of the target market.

Answer 11

Psychographic segmentation

Question 12

This type of segmentation is based on customer behavior exhibited in a food service operation.

Answer 12

Product preference

Question 13

What are the 2 Cs in identifying the target market

Answer 13

Community and Competitor

Question 14

The general, current and future health of this factor serves as an indicator of what the responses to different styles of operations will be

Answer 14

Community

Question 15

It is defined as any restaurant that offers a majority of food and beverage services that are directly competitive with those provided by your operation.

Answer 15

Competitor

Question 16

True or False. When identifying competitors, you must focus scanning of available services offered by your direct competitors.

Answer 16

True

Question 17

True or False. The red ocean strategy focuses on “value innovation” rather than imitating the competitor’s offering.

Answer 17

False. The blue ocean strategy.

Question 18

True or False. Marketing is a necessary part of success of food services, especially non-commercial establishments.

Answer 18

False. Marketing is a necessary part of success of food services, especially COMMERCIAL establishments.

Question 19

True or False. Marketing is only driven by market research.

Answer 19

False. It is driven by market research and strategic planning (based on key points in M6 S1).