NUSC 4272: Food Service Systems Management II
Midterm Exam/ Questions with Correct Verified Answers –
Updated 2024-2025.
marketing - ANSWER - consists of individual and organization activities that facilitate and expedite
satisfying exchange relationships in a dynamic environment through the creation, distribution,
promotion, and pricing of goods, services, and ideas
American Marketing Association - ANSWER - views marketing as an organizational function and set of
processes for creating, communicating, delivering value to customers and for managing customer
relationships in ways that benefit the organization and stakeholders
macro-marketing - ANSWER - look at economy's entire marketing system, the objective is to create goods
and services and make them available when and where they are needed
Difference between macro & micro-marketing - ANSWER - Macro: looking at the economy's entire
marketing system
Micro: look at individual company
Different types of economies - ANSWER - Russia-- centrally planned economy, globally integrated market
economy
China-- socialist market economy
Law of diminishing demand - ANSWER - Consumer--
if the price of a commodity is raised; a smaller quantity will be demanded
pg. 1
,if the price of a commodity is lowered; a greater quantity will be demanded
History of marketing - ANSWER - Late 1800s Industrial Revolution:
>> beginning of mass production and marketing
>> products made more economically
>> focus of distribution
1920s:
>> advertising and sales focus
1950s:
>> marketing department
>> consumer research
>> advise management of how to design, price, distribute and promote
Today:
>> focusing on satisfying the customer
>> customer satisfaction-- customer's positive, neutral, or negative feelings about the value received
from a product
>> customer loyalty-- refers to the frequency with which a customer consistently purchases a specific
brand
Marketing Concepts - ANSWER - Management philosophy of how a company views customers and the
sale of their products (goods, services, ideas)
>> manufacturing/production concept-- available & affordable-- concentrate on production &
distribution efficiency
>> product concept-- customers prefer existing product, should focus on improvement
Selling concept-- need a large selling & promotion effort
pg. 2
,Marketing concept-- determine needs & wants of target market and satisfy these needs more than their
competitors
Societal marketing concept-- organization determine needs and wants and company needs to deliver
these to improve consumer's and society's well-being (social marketing)
Marketing strategy: target market - ANSWER - Fairly homogeneous group of customers to whom a
company wishes to appeal
>> must have a clear focus
>> target (niche) vs. mass marketing
>> define characteristics and needs
>> age, income, ethnicity, religious background, education
Marketing strategy: marketing mix - ANSWER - Controllable variables which the company combines in
order to satisfy the target group
Product
>> developing the right product for the customer
Price
>> market price
>> what is it worth to the consumer
Place
>> product available when and where the customer wants it
Promotion
>> can only stimulate demand- cannot create it
>> personal sales
>> mass sales
pg. 3
, >> displays
>> sales promotion
>> merchandising- ambiance
>> Gimmicks- Walmart 10 for $10
>> continually changing
>> social marketing
Marketing plans - ANSWER - Duration:
>> Short range- 1 year
>> Med. range- 2-5 years
>> Long range- over 5 years (seldom developed)
Scope:
>> what will you concentrate on
Approaches to marketing plans - ANSWER - Bottom-up-information from employees
>> realistic, good for employee morale
Top-down
>> developed by top management
Combination of the two is probably best
Integrated marketing plan - ANSWER - A management concept that is designed to make all aspects of
marketing communication such as advertising, sales promotion, public relations, and direct marketing
work together as a unified force, rather than permitting each to work in isolation
All of the various components are unified, consistent, and coordinated
pg. 4
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