Exam 18: Marketing

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

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?

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

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

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

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:

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

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

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?

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.

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

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

A major force driving branding in school foodservice is

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 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?