Marketing in Food Service S3

Question 1

What step of the marketing process is generating consumer interest part of?

Answer 1

5th: accessing the target market and implement the plan

Question 2

It is defined as a comprehensive managerial function that describes sales and promotion.

Answer 2

Merchandising

Question 3

State the two components of merchandising

Answer 3

Promotion and public relations

Question 4

It is a communication management tactic that makes use of publicity to influence the feelings or opinions of a company.

Answer 4

Public relations

Question 5

This type of merchandising tries to influence the target market’s acceptance of products/services through advertisements or publicity in other forms.

Answer 5

Promotion

Question 6

True or False. Merchandising is concerned with how and where products are displayed to trigger sales.

Answer 6

True

Question 7

This managerial function includes activities designed to stimulate the buying behavior of customers.

Answer 7

Merchandising

Question 8

Give 5 examples of merchandising tools

Answer 8

menu folder/card, wine cards, tent cards, coasters, placemats, clip-ons and napkins

Question 9

What are the three ways to generate consumer/target market interest?

Answer 9

1. Present all foods attractively by using garnishes and appropriate plate fill
2. Arrange displayed foods in cafeterias or buffet lines in an eye-appealing manner
3. Use bulk display techniques

Question 10

It is a managerial function of influencing customer’s purchase and repurchase behavior.

Answer 10

Sales promotion

Question 11

Choose the correct letter:
a. Only the first sentence is correct.
b. Only the second sentence is correct.
c. Both statements are correct.
d. Both statements are incorrect.

Sales Publicity is a managerial function of influencing customer’s purchase and repurchase behavior. It always runs for a short period of time.

Answer 11

D. Both statements are incorrect

Sales Promotion (not publicity) is a managerial function of influencing customer’s purchase and repurchase behavior. It usually (not always) runs for a short period of time.

Question 12

True or False. Merchandising is a personal promotion.

Answer 12

False; nonpersonal promotion

Question 13

Which among the options is not a goal of sales promotion?
a.) Present information to the customers
b.) Reinforce desired purchasing behavior to stimulate repeat business
c.) Stimulate first-time business by arousing curiosity
d.) Enhance the image of the competitor

Answer 13

d.) Enhance the image of the competitor (competitor -> organization)

Question 14

What are the 7 promotional activities?

Answer 14

1. Coupons
2. Rebates
3. Premiums
4. Loyalty marketing programs
5. Contents and sweepstakes
6. Sampling
7. Point of purchase promotion

Question 15

This promotional activity is for building long-term, mutually beneficial relationships, between a company and its key consumers

Answer 15

Loyalty marketing programs

Question 16

It is a promotional activity that displays set up at the retailer’s location to build traffic, advertise the product or induce impulse buying

Answer 16

Point of purchase promotion

Question 17

These are certificates that entitle the consumers to an immediate price reduction

Answer 17

Coupons

Question 18

[Promotional Activity]
It allows the customer to try the product or service for free.

Answer 18

Sampling

Question 19

It is a cash refund given for purchasing a specific product

Answer 19

Rebates

Question 20

It is a promotional activity characterized as giving an extra item to the customer usually in exchange for some proof of purchase

Answer 20

Premiums

Question 21

Give the who, goal and sales promo of loyal customers.

Answer 21

WHO: buys products most of the time
GOAL: reinforce behavior, increase consumption and change purchase timing
SALES PROMO: Loyalty marketing programs, Bonus packs or
premiums

Question 22

What is the goal for the competitor’s customers?

Answer 22

Break their loyalty and persuade them to switch to your brand

Question 23

Who are the competitor’s customers?

Answer 23

Buys competitor’s products most of the time

Question 24

What are the appropriate sales promo for the customers of competitors?

Answer 24

Sampling, sweepstake, contests or premiums

Question 25

This type of customers buys a variety of products, and the goal is to persuade them to buy products of your brand more often.

Answer 25

Brand Switchers

Question 26

What are the appropriate sales promo for brand switchers?

Answer 26

Coupons, price-off packages, bonus packs, trade deals that will make product readily available Generally, promos that lower the price

Question 26

Choose the correct letter: a. Only the first sentence is correct. b. Only the second sentence is correct. c. Both statements are correct. d. Both statements are incorrect. Price buyers buy the most expensive brand, so the goal is to pique their interests by increasing the price moderately or including add-ons that make price important. The recommended sales promotion for price buyers are coupons, price-off packages, bonus packs, and trade deals that will make product readily available.

Answer 26

B. Only the second sentence is correct. Price buyers buy the least expensive brand which means they are more likely to be interested in products with coupons, price-off packages, bonus packs, and trade deals.

Question 26

True or False. In advertising, it is recommended to mention your name at most twice.

Answer 26

False. Mention your name thrice.

Question 26

What details must an advertising material contain?

Answer 26

Logo, slogan, phrase, name, contact details, address, and schedule of operations

Question 27

Give the 2 Ways of Advertising a Food Service

Answer 27

1. Impression 2. Traditional and nontraditional media

Question 27

Choose the correct letter: a. Only the first sentence is correct. b. Only the second sentence is correct. c. Both statements are correct. d. Both statements are incorrect. Impression makes use of business cards, brochures, and public relations. Traditional and non-traditional media, on the other hand, advertise by word-of-mouth and testimonies from satisfied client.

Answer 27

A. Only the first sentence is correct. Traditional and non-traditional media makes use of either physical posters or social media to advertise the product. Although brochures can be a traditional media, it may also be an example of impression as it is usually given to make a good first impression to customers.

Question 28

True or False. In advertising, white lies are encouraged.

Answer 28

False. One guideline in advertising is to be honest.

Question 29

True or False. Size is more important than frequency.

Answer 29

False. It should be the other way around (frequency > size).

Question 30

True or False. It is recommended to decide on a budget for your product first before perfecting it.

Answer 30

False. Perfecting your product comes first.

Question 31

One of the guidelines in Advertising is to establish a __________________.

Answer 31

A central theme that reflects the personality of your restaurant.

Question 32

What is a menu folder/cover?

Answer 32

A written document that lists the menu.

Question 33

Give the five functions of a menu cover.

Answer 33

1. Reflects personality and identity (of FSO) 2. Entertains guests 3. Educates the guest 4. Reflects the mood 5. Advertises the menu

Question 34

What are the three trends in marketing?

Answer 34

Mobile apps, Blogging/vlogging, Social media (ig, twt, fb)

Question 35

In what steps of the marketing process is upgrading the marketing plan in?

Answer 35

1.) Monitoring the market plan and 2.) assessing the impact of sales strategies and adjusting as needed

Question 36

What can be used to make the necessary adjustments and corrective measures to the marketing plan?

Answer 36

Results of monitoring and evaluation

Question 37

What are the three things to monitor and evaluate in the marketing plan?

Answer 37

1. Area of dissatisfaction 2. Movement of products 3. Ability to meet sales targets

Question 38

True or False. Marketing activities of food services must evolve to reach their competitors.

Answer 38

False. Marketing activities of food services must evolve to reach their target markets (not competitors).

Question 39

True or False. Internal and external factors influence the choice of marketing activities.

Answer 39

True.

Question 40

True or False. The choice of promotional and merchandising activities must be planned and evaluated in terms of impact to the community.

Answer 40

False. The choice of promotional and merchandising activities must be planned and evaluated in terms of impact to sales (not community).