Domain III: Management of Food and Nutrition Programs and Services: Marketing and Public Relations

Question 1

Marketing ____ is the process of identifying a need, assisting potential clients in recognizing that need, and filling that need

Answer 1

Analysis

Question 2

A marketing ____ is an exchange of ownership: producer, processor, distributor, supplier, customer

Answer 2

Channel

Question 3

The ___ or ___ is anything you offer in exchange for money or something else of value

Answer 3

Product or service

Question 4

The first step in the marketing process and plan is to identify a ____ that is not being filled (market niche)

Answer 4

Need

Question 5

A ____ is where services will be offered

Answer 5

Marketplace

Question 6

Market ____ divides the market into groups of people with similar product needs

Answer 6

Segmentation

Question 7

What are examples of demographic variables?

Answer 7

-Age
-Gender
-Race
-Education
-Income

Question 8

What are examples of geographic variables?

Answer 8

-Urban
-Suburban
-Climate
-Resources
-Cultural values

Question 9

What are examples of psychographic variables?

Answer 9

-Social class
-Lifestyle (what is important to them and their mode of living)
-Motive (the reason the customer makes a purchase)

Question 10

The ____ marketing group is usually made of people that have high-income and high self-esteem

Answer 10

Innovators

Question 11

The ____ marketing group is usually made of people with lower income; they focus on self-sufficiency and are family-oriented

Answer 11

Makers

Question 12

The ____ marketing group is usually made up of successful individuals with higher incomes

Answer 12

Achievers

Question 13

The ____ marketing group is usually made of people who are young, impulsive, and variety-seeking

Answer 13

Experiencers

Question 14

What are examples of behavioristic variables?

Answer 14

-Occasions
-Loyalty
-Purchase volume

Question 15

A _____ statement describes how you would like the marketplace to view your product

Answer 15

Positioning

Question 16

Decide on the ___ ___, or the group of people or places with similar wants or needs with the potential for purchasing your product

Answer 16

Target market

Question 17

Marketing ____ are quantifiable, attainable goals

Answer 17

Objectives

Question 18

The marketing ____ is the route chosen to reach goals

Answer 18

Strategy

Question 19

The ____ ____ is the group of items that you will offer

Answer 19

Product mix

Question 20

You must also develop the marketing mix, which includes…

Answer 20

-Product (a good, service, or idea)
-Place (where it is offered)
-Price
-Promotion (to increase or renew awareness, short term)

Question 21

What are methods of promotion?

Answer 21

-Publicity, new releases (provide info about your product sent to local media, radio, TV, run a contest)
-Direct mail packages (promotes services or products to target market)
-Paid ads (buy space, personal visits, good as follow-up to direct mail)
-Public visibility, communication with those in your referral networks

Question 22

____ marketing uses marketing principles to advance a social cause, idea, or behavior

Answer 22

Social

Question 23

____ marketing is the act of filling customer’s needs and desires

Answer 23

Business

Question 24

Service marketing characteristics:

Answer 24

-Intangible (performance, not products)
-Inseparable (produced and consumed at the same time)
-Perishable (cannot be stored for later use)
-Heterogenicity (variation in performance of people)

Question 25

____ point is the point at which sales revenue (income) will exactly cover fixed and variable costs

Answer 25

Breakeven

Question 26

The breakeven in number of units sold is calculated by…

Answer 26

Fixed costs / (selling price - variable costs)

Question 27

The breakeven in ___ ___ is the amount of money you need to bring in to break even

Answer 27

Sales volume

Question 28

Breakeven in salts volume is calculated by…

Answer 28

fixed costs / 1 - (variable costs / sales)

Question 29

On a graph, the breakeven point is where the ___ ____ line crosses the ____ line

Answer 29

Total cost; revenue

Question 30

The ___ ___ methods of determining the selling price include the traditional or markup method

Answer 30

Factor pricing

Question 31

To determine the markup factor, divide 100 by the…

Answer 31

Food cost percentage

Question 32

The markup factor x the raw food cost is the ____ ____

Answer 32

Selling price

Question 33

Hidden costs of ____% may be added to food costs to cover unproductive costs (losses in preparation, cooking, serving, unavoidable waste)

Answer 33

10

Question 34

The prime cost method of determining the selling cost is done by…

Answer 34

Raw food cost + labor cost involved in making the item

Question 35

To determine the pricing factor (markup) by…

Answer 35

-Adding desired food cost percentage of direct labor cost
-Divide total into 100

Question 36

The selling price is the ___ ___ x the ____ ____

Answer 36

Prime cost x price factor

Question 37

_____ pricing is done for a short time; a sale or special price is done to increase sales during a slow period

Answer 37

Promotions

Question 38

____ ____ are items prices lower to draw people in in the hope that they will purchase other items at normal markups

Answer 38

Loss leaders

Question 39

The cost of ____ pricing prices the product to ensure a predetermined percentage of profit

Answer 39

Profit

Question 40

With cost of profit pricing, the profit is established as a ____

Answer 40

Cost

Question 41

To determine the cost of profit pricing, add up all the costs, including the profit cost, as ____

Answer 41

Percentages

Question 42

To find the targeted food cost percentage, subtract the total from ____%

Answer 42

100

Question 43

To determine the selling price of the item…

Answer 43

Total food cost / desired food cost percentage

Question 44

____ ____ can include good press relations and lobbying

Answer 44

Public relations

Question 45

Public relations works to create and place newsworthy information to attract ____

Answer 45

Attention

Question 46

Public relations can also involve building and retaining relations with ____ and ____ officials

Answer 46

Legislators and government