| A | B |
|---|
| commercial | any type of food/beverage operation that sells for profit (full service-restaurant) |
| noncommercial | segment of food industry that includes businesses, hospitals, schools, airlines, and military |
| a la carte menu | menu that offers items separately at separate prices |
| table d'hote menu | menu that offers a complete meal or several items together for a single price |
| du jour menu | menu that changes daily |
| limited menu | menu offering only a few specialized items |
| cyclical menu | menu that is made up for a certain time period (3-7 days) and is then repeated |
| California menu | menu with a varied number of items that are offered at any time of the day |
| the ordinary menu probably needs at least what number of entrees? | five or six |
| menu content | selection of food items in each menu category |
| menu analysis | procedure that helps managers make decisions about keeping, cutting, or adding menu items |
| menu analysis worksheet | form managers use to evaluate menus that shows how each menu item contributes to profitability |
| service | intangible product sold or purchased in the marketplace |
| marketing | communication and plan for taking a product or service to market |
| intangible | something that cannot be touched or held |
| market | a group of people with specific, similar needs or wants |
| contemporary marketing mix | combination of an operation's product-service mix, presentation mix, and communication mix |
| product-service mix | combination of all products and services an organization offers to customers |
| presentation mix | combination of all the things that make an operation look unique |
| communication mix | combination of all the ways in which an operation communicates to its customers |
| market trend | changing attitudes, tastes in food, and political issues that cause changes in the market |
| marketing strategy | specific plan to achieve the organization's objectives for doing business |
| market research | information collected for a specific reason or project |
| demographics | information about people (age, sex, income, occupation, etc) |
| experimental method | conducting marketing research by trying out different services or products to groups of people |
| observational method | conducting marketing research by observing how consumers behave toward a product or selling approach |
| survey method | conducting market research by using telephone surveys or questionnaires |
| sampling | testing a small group of people and generalizing results to the population as a whole |
| market segmentation | breaking down potential consumers into smaller groups of similar individuals |
| positioning | discovering a place in the market that gives a product or service a distinctive image |
| unique selling proposition (USP) | differentiates the organization's product-service mix from the competition's |
| market demand | number of potential customers who have the desire and the money to purchase a product or service |
| forecasting | estimating ahead of time what sales will be by looking at production records |
| sales promotions | direct motivating sales technique that offers consumers an extra incentive to buy a product or service |
| point-of-sale displays | attention-getting devices, such as table tents, posters, banners, and sign boards located at the foodservice operation |
| web sites | place on the Internet that advertises or informs the public about a service or product |
| Internet | worldwide computer network that brings informtion to anyone with access to an Internet connection |
| personal selling (suggestive selling) | assisting guests by describing and recommending menu items |
| public relations | management of an organization's relationships with consumers, communities, and other public segments |
