ProStart Level 2
Name
Chapter 7.2 Market Analysis, Identity, and Communication Due date
1 point per question unless noted otherwise
Points possible
You are expected to COMPLETE ALL WRITTEN CHAPTER ASSIGNMENTS ON TIME. You may turn the
assignment in early. Not completing the required chapter work will result in a lower class grade and may result in
you being removed from the class at semester. NO EXTRA CREDIT WILL BE GIVEN FOR INCOMPLETE
ASSIGNMENTS.
You need to READ the information in the chapter – Do not just look up the information.
This information will be on the National Restaurant Association Level 2 exam which will also be your semester final.
Answer all questions fully I will not grade the assignment if you don’t follow these directions!
You can email me the completed assignment at rbrent@tfd215.org
Completed assignments will be graded as follows:
Early
7 extra
credit points
On time
67 points
maximum
Late 1 day
54 points
maximum
Late 2 days
47 points
maximum
Late 3 days
40 points
maximum
Late 4 days
34 points
maximum
Late 5 days
1 point
maximum
Objectives: After reading Section 7.2, you should be able to:
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List reasons why promotions are important.
Identify the steps in developing a promotion mix and a promotion plan.
Explain the importance of training to promotions.
Recognize different types of sales promotions.
List the benefits of public relations.
Identify opportunities for public relations.
Directions: Fill in the blanks as you read the section in the textbook or listen to lecture or demonstration.
Market Research Methods
1. Define the following chart on Market Research Methods 4 pts.
Market Research
Methods
Definition
Experimental method
Observational method
Survey method
Sampling method
2. Define focus group: ________________________________________________________________________________________________________
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Market Segmentation
1. What is a target market?
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2. What does it mean to be customer driven?
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3. Define mass marketing: ____________________________________________________________________________________________________
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4. Define target marketing: ___________________________________________________________________________________________________
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5. What is market segmentation?
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6. Define demographics: ______________________________________________________________________________________________________
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7. What is the criteria, or factors for the four general market segments?
Market Segmentation
4 pts.
Criteria or Factors
Demographic segmentation
Geographic segmentation
Product usage
Lifestyle segmentation
(Continued on the next page)
8. Define value proposition: __________________________________________________________________________________________________
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Creating a Market Identity
1. What is positioning?
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2. What are the three steps of positioning?
2 pts.
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3. List five ways to differentiate within a market.
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4. Choose a Celebrity chef that you identify with. What marketing techniques have they used to promote
themselves? (not in the book)
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Market Communications
1. What is promotional mix?
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(Continued on the back – turn the page over)
2. Define the following chart on the five elements of a promotional mix.
Promotional mix
5 pts.
Definition
Advertising
Sales promotions
Personal selling
Public relations
Direct marketing
Type of Sales Promotions
1. Match the types of sales promotions and/or promotional material with it description.
Sales promotions or promotional
Description
material
14 pts.
a.
1.
Samples:
2.
Apparel and branded merchandise
3.
Special pricing:
4.
Contests and sweepstakes:
5.
Point-of-purchase (POP) materials
6.
Frequent shopper program:
7.
Signage
8.
Merchandising materials
9.
Premiums:
10. Flyers
11. Direct mail
12. Special events:
13. Carryout and door hanger menus
14. Email
Paper notices that are distributed to create awareness of a certain
promotion or menu item.
b. Free, small tastes of food items, providing customers a risk-free
opportunity to try a new item.
c. Table tents and other display items in the restaurants.
d. Provides a benefit in exchange for continuing patronage-often free
food items or substantial discount.
e. Paper menus for customers to use outside of the restaurant.
f. Games and other programs that involve the customer and provide
prizes.
g. Mass mailing of coupons, menus, advertising about promotions
h. One-time or periodic occasions that might include bringing in a
celebrity or offering special entertainment.
i. An operation’s name and/or logo on t-shirt or other garments, mugs,
pencils, stuff animals, etc.
j. Menu boards, directional signs, and other signs that indicate where
the operation is located and/or the items it serves.
k. Electronic mail targeted to particular market.
l. Limit –time reduced prices offered through specials, deal, coupons, or
other programs.
m. Menu boards, video, print pieces, and other display items near the
point of purchase where customer make decisions about what to buy.
n. Free or reduced price merchandise, t-shirt, children’s toys, mugs, or
magnets, usually given away or sold for a reduced price with the
purchase of a food item.
(Continued on the next page)
2. Why are sales promotions important to an operation?
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3. Define cooperative sales promotions: ____________________________________________________________________________________
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Public Relations: Engaging the Community
1. What is the purpose of Public Relations?
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2. What is publicity?
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3. Define community relations: ______________________________________________________________________________________________
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4. List the benefits of community relations. 3 pts.
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5. Define media relations: ____________________________________________________________________________________________________
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6. Define press release: _______________________________________________________________________________________________________
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(Continued on the back – turn the page over)
7. What is a press kit/media kit?
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8. List the items included in a press/media kit.
3 pts.
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9. Define media vehicles: _____________________________________________________________________________________________________
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10. Tania Haigh works for McDonald’s, a company that offers many promotions. What types of promotions are most
appealing to you? Why?
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11. Talk to Miguel and Chef Kate about market segmentation. Suggest two markets that you feel might be desirable
for their business. Then suggest two ways they might communicate with those markets.
5 pts.
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(Continued on the next page)
12. What do you think is the most important criteria for an operation to differentiate itself? Explain your answer in
a paragraph.
5 pts.
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