Quiz

Question 1

Winery business trend

Answer 1

• Focus on the wine product
• Combine wine with tasting yours and food
• Bundle the winery with many atractions

Question 2

Core and supplementary services

Answer 2

• Core product
• Facilitating services
• Enhancing services

Question 3

Core product

Answer 3

The main goal of the product, the characteristics (sell tea leaves)

Question 4

Facilitating services

Answer 4

The services it offers (web page, tour, distribution, tea shops)

Question 5

Enhancing services

Answer 5

The services or characteristics you offer to make you client feel special, the story telling. (presentation flower tea, tasting, tours)

Question 6

Basic steps on selling

Answer 6

• Awareness
• Satisfaction
• Value
• Sale

Question 7

Awareness

Answer 7

Recognition of the brand, the detail information about your winery or wine

Question 8

Satisfaction

Answer 8

needs

Question 9

Value

Answer 9

The costs, benefit (quality + innovation = value)

Question 10

Sale

Answer 10

the purchase

Question 11

Product quality: testing for faults

Answer 11

• Volatil acidity
• Oxidation
• Sulfur-Based Off Aromas
• Cork Taint
• Microbial faults

Question 12

Volatil acidity

Answer 12

All wines want to become vinegar if you let them. Known as Volatile Acidity in the wine industry, and mostly consisting of acetic acid (also known as vinegar). VA can develop on the grapes, during fermentation, or accumulate during barrel aging.

Question 13

Oxidation

Answer 13

While important, wines and oxygen are not always the best of friends. In certain situations, oxygen can become an important component in the aging of wines.

Question 14

Sulfur-based off aromas

Answer 14

Depending on wine processing and aging methods, these sulfur-based aromas can develop.

Question 15

Cork taint

Answer 15

This fault can become apparent when opening a bottle of wine and is noticeable at very low levels and it is commonly associated with natural cork.

Question 16

Microbial faults

Answer 16

These aroma faults are caused by wild yeasts and bacteria and can create cloudiness and sediment in wine, as well as aromas and flavors like cheesiness or rancid butter.

Question 17

Five factors in service quality

Answer 17

• Assurance
• Responsiveness
• Tangibles
• Empathy
• Reliability

Question 18

Assurance

Answer 18

Emphasizing the competence of the staff to service the needs of the guests, knowledge and ability of the personal (No les hagan caso al entrar)

Question 19

Responsiveness

Answer 19

The speed which the tasting room responds to the costumer

Question 20

Tangibles

Answer 20

Physical evidence such as quality of the wine and the cleanliness of the bar

Question 21

Empathy

Answer 21

Understanding of the costumers needs and caring about their individual welfare

Question 22

Reliability

Answer 22

Giving consistent and excellent service to encourage repeat visits (parking)

Question 23

Basic selling

Answer 23

Based on current transaction

Question 24

Social selling

Answer 24

Add a social element (wine clubs, facebook pages, online services an apps, events)

Question 25

Membership upselling

Answer 25

The guests are part of the winery

Question 26

Tasting sheet design

Answer 26

1 name and logo of the winery, memory devices
2 type of wine tasted
3 winemaker notes on wine and food/wine pairing ideas
4 open space for guest to make notes
5 business information, sales information (address, hours..)
6 promotion tactics

Question 27

Wine services

Answer 27

core (wine)
middle (vineyard and landscape, tasting room, wine education, customer service, socializing and wine clubs, production facility and tour)
outside (relaxation and recreation, entertainment and events, other tourism and hospitality services)

Question 28

Story

Answer 28

A narrative account of a real or imagined event or events

Question 29

Neural coupling

Answer 29

A story activates parts in the brain that allows the listener to turn the story into their own ideas and experiences thanks to a process called neural coupling.

Question 30

Mirroring

Answer 30

Listeners will not only experience similar brain activity to each other, but also to the speaker.

Question 31

Dopamine

Answer 31

The brain releases dopamine into the system when it experiences an emotionally-charged event, making it easier to remember and with greater accuracy.

Question 32

Cortex activity

Answer 32

When processing facts, two areas of the brain are activated (Broca’ s and Wernicke’s area). A well-told story can engage many additional areas, including the motor cortex, sensory cortex and frontal cortex.

Question 33

Seven story steps

Answer 33

1 Define audience 
2 Decide message 
3 Select metaphors and images 
4 Relevance to audience 
5 Real worlds barriers
6 Identify characters 
7 Construct story

Question 34

How winery guests differ

Answer 34

• goals
• needs
• values
• self-image

Question 35

Goals

Answer 35

refer to the higher order outcomes that customers have in mind when they visit a winery, e.g., to relax or socialize with peers

Question 36

Needs

Answer 36

desired tangible/intangible services and will include diverse requirements based on customer preferences, e.g., fine dining onsite

Question 37

Values

Answer 37

moral and ethical attitudes and the desire for businesses they patronize to act responsibly, e.g., sustainability, fair trade

Question 38

self-image

Answer 38

set of attributes used by respondents to describe themselves as individuals, e.g., hedonist, cosmopolitan, risk-taker