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Exam 18: Marketing

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Question 1

Multiple Choice

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The point at which a customer chooses one foodservice operation over another is a result of the operation creating a competitive edge. This is referred to as the point of:

A) sale
B) difference
C) service
D) competition

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Question 2

Multiple Choice

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A specialty line of sandwiches with its own logo has been developed by the foodservice staff at a local hospital and is sold in the food court. This represents which type of branding?

A) quick serve restaurant
B) manufacturer's
C) signature
D) local

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Question 3

Multiple Choice

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Choosing the "point-at-sale" to display a product is an applied example at which marketing strategy?

A clinical dietitian wants to use a "value-added" promotion to entice working parents to participate in a healthy food preparation class. Which of the following will best achieve this goal?

A product may be an object, service, or idea.

Market segmentation defines a group of people who, as individuals or an organization, have needs for products and possess the ability, willingness, and authority to make a purchase.

Market research indicates that customers in an employee cafeteria want more vegetarian items. Menu items are added but do not sell well. The manager of the cafeteria should:

A hospital sells Dannon Yogurt in the cafeteria. This is an example of which type of branding?

One theory behind the success of branding as a marketing strategy is that customers are willing to pay more for a branded item. This concept, then, should have the most direct influence on which of the following financial objectives?

Market segmentation divides the market into groups of people based on various factors. (Match the description of these factors with the type of segmentation)

Share-of-mind promotions are based on financial, volume-based activities.

Which of the following components of the marketing mix refers to channel of distribution for goods and services?

Identifying people within a target market according to where they live is referred to as:

A major force driving branding in school foodservice is

Demographics refer to the statistical data related to customer characteristics such as sex, age, and income.

Match the following branded concepts with the type of branding it represents.

The advantage of offering free samples of a new product is that it reduces the risk of first-time buying.