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Quiz #3 Flashcards

1
Q

Define Marketing

A

set of business practices designed to plan for and present an organization’s products or services in ways that build effective customer relationships

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2
Q

what are the 5 steps in the marketing process?

A
  1. understand marketplace & customer wants/needs
  2. design customer driven marketing strategy
  3. construct integrated marketing program that delivers superior value
  4. build profitable relationships & create customer delight
  5. capture value from customers to create profits & customer equity
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3
Q

What is the “value exchange”

what are some values of sellers vs. buyers?

A

Sellers / organizations give up something of value to customers in exchange for something of value ($)

Sellers values: goods, services, ideas
Buyers values: money, credit, labour, goods

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4
Q

List the 5 marketing concepts

A
  1. production
  2. product
  3. selling
  4. marketing
  5. social marketing
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5
Q

Describe the production marketing concept.

What should company focus on?

A

idea that customers favour products that are available and highly affordable.

Focus on production and distribution efficiency

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6
Q

Describe the product marketing concept.

What should company focus on?

A

idea that customers prefer products that offer the highest quality, performance, and innovative feature.

Focus on continuous product improvement.

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7
Q

Describe the selling marketing concept.

What should company focus on?

A

idea that customers will not buy enough of the product unless it takes on a large selling and promotion effect.

Focus on getting sales and not on customer satisfaction.

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8
Q

Describe the marketing marketing concept.

A

idea that organizations should determine the needs and wants of target markets and deliver desired satisfaction more effectively and efficiently than competitors

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9
Q

Describe the social marketing marketing concept

A

idea that is similar to marketing concept (determine needs and wants of target market and deliver desired satisfaction) while maintaining or improving the consumer’s and society’s wellbeing.

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10
Q

What are the 4 Ps of the marketing mix?

A

Product
Price
Promotion
Place

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11
Q

What does the marketing matrix “product” include ?

A

goods, services, or ideas
researching the customer’s need and various product designs
(figuring out which products to develop, which to promote, and which to discontinue)

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12
Q

What does the marketing matrix “price” include ?

A

amount paid for product or service
influenced by marketing objectives, cost, competition, government regulations, economy
used as competitive tool & to establish product image
(don’t want to price too low or too high)

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13
Q

What does the marketing matrix “promotion” include ?

A

increasing public awareness about product/brand
or renewing interest on a product that is declining in popularity
*stimulating sales on a short term basis

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14
Q

What does the marketing matrix “place” include ?

A

location where the product / service is being offered

all the places you can purchase food from

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15
Q

What are environmental forces and how do they impact marketing?

A

forces that are outside of the organization and impact the marketing matrix.
Political, Economic, Legal, Societal, Technological, Competitive, Regulatory forces

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16
Q

What is market segmentation?

A

process of dividing a total market into groups of people with similar needs, wants, values and buying behaviours.

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17
Q

List and describe some market segmentations

A

Geographic (region, city, population density, climate)
Demographic (population characteristics: age, race, gender, ethnicity, income, etc.)
Psychographic (motive: reason purchases are made. Lifestyle characteristics: what is important to people and how they live)
Behaviouristic (consumer behaviour towards products and how they use them: purchase volume, purchase readiness, loyalty, shopping behaviour)

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18
Q

What are some other forms of marketing?

A

Niche marketing
Micromarketing
Social Media marketing

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19
Q

Describe Niche marketing

A

focuses on identifying small but profitable segments of the market and making specific products for them

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20
Q

Define micromarketing

A

marketing to a single customer, the smallest niche

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21
Q

Define social media marketing

A

form of internet marketing focuses on using social media networks

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22
Q

What is a brand?

What could represent a brand?

A

name, term, design, symbol of other feature that identifies one seller’s goods or services as different from another.

Single item (i.e. Big Mac)
Family of items (i.e. KFC chicken)
Or all items sold by a company (Sysco labelled items)

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23
Q

What is brand loyalty?

A

repeated customer purchase of a specific brand. many organizations offer incentive programs to increase customer loyalty (points collection, stamps, rewards, etc).

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24
Q

What is Brand equity?

What does it consist of?

A

customer perception of the value of the brand.

consists of: brand loyalty, brand awareness, perceived quality, brand association and other proprietary assets.

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25
List the 11 P's in creating a brand
``` Principles Play Promise Place People Production Props Price Promotion Press Performance reviews & Prizes ```
26
What are the characteristics of Services
Intangibility Inseparability Perishability Heterogeneity
27
Describe: Intangibility
inability for a service to be seen, touched, tasted, smelled or processed before buying.
28
What are atmospherics of a service?
Tangible elements of an intangible service: Physical elements that appeal to customers emotions. Exterior & Interior atmospherics (cleanliness, lighting, sound, temperature, signage, etc) Sensory elements contribute to atmosphere (noise, colours, odour, etc)
29
Describe: Inseparability
inability to separate production of service from consumption (simultaneous) Services are produced at the same time they are consumed (i.e. waitstaff)
30
Describe: perishability
Services cannot be stored for future sale. Service supplier must try to get regular customer usage to develop consistent demand through various periods. (i.e. overstaffing vs. understaffing)
31
What are some alternative methods to make up for overstaffing or understaffing?
Overstaffing: increase menu prices Understaffing: set menus during certain times
32
Describe: heterogeneity
Variation and lack of uniform in performance of service by different employees. variation within the same organization, employee-to-employee, day-to-day, customer-to-customer. (services are labour intensive, so performance of each employee will not be the same each time)
33
How does the Service marketing mix differ from product marketing mix?
Addition of 3 Ps: People (those who deliver service) Physical evidence (anything that is tangible that represents service, like a menu) Process (flow of activities of a service)
34
What are the 7 interrelated steps of the Strategic Marketing Planning Process?
1. define organizational mission 2. establish SBUs 3. set marketing objectives 4. SWOT 5. Develop marketing strategy 6. implement tactical plans 7. monitoring
35
Describe marketing research
systematic gathering, recording and analyzing of data about problems relating to the marketing of goods and services. Objective, accurate and thorough research is required.
36
What are 3 examples of marketing research techniques?
Complaint solicitation: proactively gather complaints from consumers. Trailer calls / post-transaction surveys: gather assessment of service immediately afterwards Customer panels: group of customers to learn about attitudes and perceptions
37
What is a marketing plan?
a written document governing the organization's marketing activities. Should define the target market and marketing mix variables. should identify resources needed to achieve objectives include dates and timelines should be easy to execute, flexible but stable should be constantly reviewed and evaluated
38
What are the two categories of marketing plan characteristics?
based on duration of plan | based on method of development of plan
39
what are the different types of marketing plans made based on duration of plan?
``` Short term (1 year or less) Medium term (2-5 years) Long term (>5 years) ```
40
what are the different types of marketing plans made based on method of development?
Bottom-up (info from employees and low level managers used) Top-down (top managers direct and control marketing methods) Combo of both (top managers set objectives and policies and then lower managers establish marketing plan)
41
What are the control and evaluation methods of a marketing plan?
Control: managers should establish performance standards based on organizational goals. Set internal standards (profit, sales, costs...). Can use external resources (consultants or marketing research firms) Evaluation: sales analysis (study sales data) and market share analysis (% of industry sales of a good or service)
42
What are the main outputs in the foodservice systems model
Meals produced (quantity and quality) Customer satisfaction Employee Satisfaction Financial accountability
43
What does the quantity of meals output refer to?
Number of meals prepared for a service impacts financial performance and customer satisfaction consider situations of over- and under-production
44
What does quality of meals output refer to?
ingredients and preparation techniques used to prepare the meals Quality of ingredients & Product standards play a role
45
How is quality of ingredients monitored?
Food specification sheets. Quality specified depends on menu item the ingredient will be used in, the menu price and the atmosphere it will be served in.
46
What are product standards?
Characteristics that define what is expected of a food product (ex. brownie written description). Used to monitor performance and take corrective action when needed
47
How is quality evaluation determined?
Acceptance of product from customer | Actual chemical or physical measurements of the product (flavour, texture, smell, nutritional value, etc)
48
What factors can lead to change in quality of a product?
``` Quality change factors: poor sanitation improper handling malfunctioning equipment incorrect preparation carelessness ```
49
What is sensory analysis?
science that measures the texture, flavour, appearance of food through human senses
50
What are the two types of sensory analysis panels? Describe who is in each one and the purpose
Sensory panel: 6-12 trained professionals. Assist in recipe development by judging quality characteristics and differences among food items. Consumer panel: 50-100 people, representative of target market. used to determine whether they accept or prefer menu items.
51
What are the 4 kinds of sensory tests?
Analytical Affective Discrimination Descriptive
52
Describe analytical sensory test
differences and similarities of quality and quantity sensory characteristics, evaluated by a trained panel
53
Describe affective sensory test
determine preference, acceptance and opinion of a product, evaluated by consumers/untrained panel
54
Describe discrimination sensory test
determines detectable differences among food items (pick out the odd one out of 3. 2 are the same)
55
Describe descriptive sensory test
evaluates attributes such as taste, aroma, texture, tenderness and consistency using adjectives, numerical scales and rankings. (Often used in quality control and recipe development.)
56
What are the 2 sensory analysis instruments
Discriminatory tests | Affective tests
57
Describe the discriminatory test instruments
panelists do not need extensive training, and large panels are not needed. PAIRED COMPARISON test: differentiate between a pair of samples on a specific characteristic. samples are anonymous, must pick the "sweeter one". order of which one is sampled first is random.
58
Describe affective test instruments
used after discriminatory testing to see if consumer likes the changes made. 20-40 panelists - important to select right number and type of panelists. HEDONIC SCALE of individual attributes: rate acceptance, sweetness, saltiness, etc. attributes on a numerical or descriptive scale). For kids: Smiling face hedonic scale
59
What are some examples of customer evaluation points that contribute to overall customer satisfaction?
``` noise level cleanliness portion sizes price service timeliness ```
60
What are some informal ways of collecting information on customer satisfaction with a meal?
``` Plate waste (weight of food left on plate used to measure food acceptability) Observation (estimate total amount of plate waste by trained observers) ```
61
What are some formal techniques to assess customer satisfaction?
``` Walk-thru audits Talking with guests Customer comment card Exit interviews Mystery shoppers Customer surveys Focus groups ```
62
Describe walk-through audits
manager walks through, observing and evaluating food, service and appearance of operation compared to standards
63
Describe talking with guest audits
asking open-ended questions to allow customers to comment on various attributes
64
Describe customer comment card audits | Con?
limited to a few questions, comments, concerns. Limited to representativeness - only likely to fill out if very happy or very upset.
65
Describe exit interview audit | con?
varies with closed and open ended questions. Some people don't like to be stopped on their way out
66
Describe mystery shopper audit
persons unknown to customers and employees who eat in a foodservice operation and evaluate their experience and the experience of other customers.
67
Describe customer survey audits
completed through mailed questionnaires, telephone or email survey about experience
68
Describe focus group audits | Con?
discussion with group of 5-15 people to gather specific information. Good way to obtain great detail. But costly and time consuming.
69
Describe the service-profit chain
If employees are satisfied they are likely to work harder, be more productive, stay longer in the organization and provide better customer service. This leads to more satisfied and loyal customers, and increased revenue and profitability.
70
What are 9 recommendations to help assure customer satisfaction
1. routinely collect, review and share customer feedback with staff 2. stress to staff importance of exceeding customer expectations 3. set goals related to customer satisfaction 4. establish standards of what excellent customer service looks like 5. train employees well 6. assure supervisors understand relationship among employee satisfaction, customer satisfaction and company success (service-profit chain) 7. evaluate every customer complaint 8. publicly reward employees who provide excellent customer service 9. compare organization with others considered to provide excellent service
71
What is employee satisfaction and what is it influenced by?
Beliefs and feelings an employee has about their job. 1. work situation (hours, pay, job security, treatment, who they work with) 2. values 3. personality 4. social influences
72
What is financial accountability?
keeping proper financial records and communicating the financial status of the operation appropriately to the appropriate stakeholders
73
What is menu engineering?
management information tool that focuses on comparing the popularity of the items with their profits (popularity vs. profitability)
74
What are the 4 categories of products in menu engineering?
Star Plow horse Puzzle Dog
75
Describe star products and what managers should do about them
most popular, highest profits | should maintain standards and promote these products.
76
Describe plow horse products and what managers should do about them
popular, low profits | should consider increasing prices to try and make this a star
77
Describe puzzle products and what managers should do about them
very profitable, but not popular | should move to another area on menu or run a promotion about it
78
Describe dog products and what managers should do about them
not popular and not profitable | should consider removing them from the menu
79
List the 4 sustainable practices in foodservice operations
1. purchasing practice for food, supplies and equipment 2. waste stream and management 3. energy and water conservation 4. building design
80
List some recommendations that RDs in management roles can do to help create a more sustainable food system
Provide leadership that develops team buy-in Engage suppliers in strengthening sustainable supply chains Apply culinary strategies that maximize SFS Culture adaptation among consumers in the organization/community Conduct waste, energy and water audits to minimize resource use Use resource-efficient equipment that supports SFS Seek ways to make SFS financially feasible and advantageous
81
What are some advantages to use YouTube as a marketing platform?
YouTube is a boundless platform - have the potential to reach millions. Videos are easier way to grab and hold attention and keep people engaged using visuals, audio, etc.
82
What are some tips Abbey shared regarding using Youtube as marketing platform?
Keep it simple Practice, but be flexible Experiment with content Make money

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