HSCI 4622 Final Exam Study Guide

What is Marketing Environment?

\
Forces outside the organization that influence marketing activities and exchanges. 

What is target market?

Customer with common characteristics for which an organization creates products/services.

What is Market Segmentation?

Division of the total market into groups of customers who have similar needs, wants, values, and buying behavior.

What are the segmentation variables in market segmentation?

* Geographic (climate, terrain, natural resources, population density, subcultural values) 


* Demographic ( age, gender, race, ethnicity)
* Psychographic (motives and reason for purchase such as lifestyles) 
* Behavioristic (purchase volume, readiness, loyalty, shopping behavior

What is Marketing Mix?

* Combination of product, price, place, and promotion to satisfy target market


* defined as the specific combination of marketing elements used to achieve an organization’s objectives and satisfy the target market 

What is a Marketing Plan?

Written document or blueprint governing an organization’s marketing activities.

What are the 3 classifications for segmenting customers?

Ideals

Achievement

Self-Expression

What is ideal classification?

Based on knowledge & principles

What is the achievement classification?

Based on what they believe will show their success to their peers

What is the self expression classification?

Based on desire for social or physical activity, variety, or risk

In order to have an effective marketing concept, what does our primary emphasis need to be on?

The marketing concept, with its emphasis on __satisfying the customer,__ thus forms the basis of the marketing era

What are the four P’s of marketing?

1. Product
2. Price
3. Place
4. Promotion

What is product in marketing?

good, service, or idea

* Research on customer needs and product design 

What is price in marketing?

Amount paid for product or service. 

* Competitive pricing & establish pricing policies to give “value” to customer

What is place in marketing?

Location where product and/or services are provided

What is promoting/promotion useful for marketing?

* Increase awareness about product or brand


* Renews interests in less popular items

What is a behavioralistic variable?

The basis of some feature of consumer behavior toward and use of a product. Includes: purchase volume, purchase readiness, loyalty, and shopping behavior. 

Ex: producing diet soda due to customers want 

What is a demographic variable?

Personal characteristics that might influence product selection.

Such as, age, gender, race, ethnicity, income, family size, occupation. 

What is a geographic variable?

Factors of geographic that influence customer needs.

Such as, climate, terrain, natural resources, suburban vs rural areas. 

What is a psychographic variable?

Motives and lifestyle characteristics.  

What is a motive characteristics?

recognizes a reason a customer makes a purchase

* Ideals (based on knowledge and principles) 
* Achievement (based on what they believe will show success to their peers) 
* Self expression (based on desire for social or physical activity, variety, risk) 

What is a lifestyle characteristics?

characterizes people on what is important to them and their form of living.

What is the difference between products and services?

A product is a good, service, idea, or combination of them.

A service is an application of human or mechanical efforts to people or objects.

Fill in the Blank.

_________ are any act or performance that one party can offer to another that is essentially intangible & does not result in ownership of anything

Services

What is heterogeneity of service?

Variation and lack of uniformity in the performance by different service employees. 

How is heterogeneity of service different from poor service?

This is different from the poor service caused by an insufficient number of staff; rather, it is fluctuations in service caused by unskilled employees, customer perceptions, and the customers themselves.

What is a Strategic Business Unit (SBU)?

Division, product-line, or product department that sells specific products or services to a target market. 

* \*\*\*SBU’s are the basis for a strategic marketing plan\*\*\*

What is Situation Analysis?

Identification of marketing opportunities and potential problems confronting an organization

* \*\*\*The manager needs to know the current condition of the organization and the direction in which it is going.\*\*\*

What is Market Share?

* Percentage of industry sales for a product


* The rationale for using market share is to estimate if sales changes occurred because of the organization’s marketing strategy or from uncontrollable environmental factors. 

What does SWOT stand for?

an acronym referring to an analysis of an organization’s Strengths, Weaknesses, Opportunities, and Threats.

What is a tactic?

A specific action taking to gain & keep customers 

* \*\*\*The marketing strategy is implemented through a series of tactics\*\*\*

What is Marketing Effectiveness?

refers to the degree to which an exchange helps to achieve an organization’s objectives “Doing the right things”

What is Marketing Efficiency?

refers to the minimization of resources that an organization must spend to achieve a specific level of desired exchanges. “Doing things right” 

What is intangibility?

services cannot be seen, touches, tasted, smelled, possessed

What is inserparability? (related to intangibilty)

* Inability to separate production and service. 


* A marketing objective tells us what is to be accomplished through marketing activities.

\
What is the Research technique: Complaint Solicitation?

actively gathering complaints from customers with employees and managers documenting their complaints

What is a brand?

Name, term, design, symbol, or feature that identifies one seller’s good or service as different from another

What is brand loyalty?

* repeated customer purchase of a specific brand 
* Ex: special seats & menus, coupons , free drinks/food

What is brand equity?

* value of a brand
* customers’s perception of brand based in experience

What is Promotion? (in marketing terms, not for advancement at job)

Use of communication to inform and influence consumers

What are atmospherics?

Physical elements in an operations design that appeal to customers emotion

What is Exterior atmospherics?

important to customers viewing the outside of a restaurant 

What is Interior atmospherics?

includes lighting, walls, floors, furniture, restrooms, etc

\
What is Customer Relationship Management?

Using a computerized database to store purchasing and other point of contact information about a customer 

What are the outputs of the foodservice system?

* Meal Quantity and Quality


* Financial accountability
* Customer & Employee satisfaction

What subcategories are included in the procurement subsystem?

\
* Purchasing
* Receiving
* Storage

Where are Management Functions found in the foodservice system?

Transformation

What is the most updated temperature danger zone?

40 - 140  F

Be familiar with examples of cross-contamination

Using the same knife used to cut meat and vegetables 

Using the same cutting board

Where are process improvement programs found in the foodservice systems model?

process improvement is in the “control” section in the foodservice systems model

What are Total Quality Management – Focuses on empowerment of the employees?

A management philosophy in which processes are refined with goal of improving performance in response to customer needs and expectations 

What is Benchmarking?

comparison against best performance in the field 

What is Reengineering?

radical redesign of business processes for dramatic improvement 

What is Six Sigma?

A disciplined data driven approach for improving quality by removing defects and their causes

What is Kaizen?

A Japanese philosophy emphasizing incremental and continuous improvement inevery aspect of daily life

What is Lean?

Using less human effort, less space, less capital, and less time to make products exactly as the customer wants with fewer defects than occur in mass production 

What is efficiency?

doing things right

What is effectiveness?

doing the right thing

What are the four decisional roles by Mintzberg?

* entrepreneur


* disturbance handler
* resource allocator
* negotiator 

**What activities might be included in the Interpersonal roles of a manager?**

Figurehead, leader, liasion

What does a figurehead do?

Represents the organization

* Ceremonial duties, written proclamations, appearances at functions

What does a leader do?

Responsible for the work of the staff

* Hiring, training, creating motivating environment

What does a liaison do?

\
* Deals with people inside & outside the organization
* Must relate effectively to peers, suppliers, clients

In division of labor, what is a team?

division of labor involves the entire organization being made up of work groups or teams rather than the more formal organizational structure. The teams design and do the organization’s work; there is no managerial hierarchy involved.

In division of labor, what is a matrix?

structure is often used for special projects. In this structure, experts from a variety of departments are pulled together to work with a project manager on a specified project. When the project is completed, employees return to their areas

What is Span of Management (control) & the factors that make it a narrower span or wider span

* The narrower the span of management, the greater the number of levels needed in the organization. Because each level must be supervised by managers, the more levels that are created, the more managers are needed. 


* The wider span, fewer levels and fewer managers are required.
* The more comprehensive the policies, the greater the span of management. (282)
* Leadership style and personality of the manager are other influences on span of management

**What is Leadership?**

Process of influencing activities of an individual or group toward goal achievement

What are the 3 main Roles of Managers?

* Interpersonal roles 
* Figurehead, leader, liaison 


* Informational roles
* Monitor, disseminator, spokesperson
* Decisional roles 
* Entrepreneur, disturbance handler, resource allocator, negotiator

What are the 3 management skills?

Technical, human, conceptual 

Define Performance Appraisal.

the assessment of an employee’s performance during a specified period of time, take place in every organization, although they are not always formal

What is the withdrawal defense mechanism?

Less involved, apathetic, absent, tardy, turnover

What is the aggression defense mechanism?

Attacks source of frustration, or another object or party

What is the substitution defense mechanism?

Puts something in place of the original object

What is the compensation defense mechanism?

Going overboard in one area to make up for another

What is the revert or regress defense mechanism?

Exhibit childlike behavior to deal with situation

What is the repression defense mechanism?

Lose awareness / forget incidents of anxiety/frustration

What is the projection defense mechanism?

Attribute one’s own feelings to someone else

What is the rationalization defense mechanism?

Give a reason that is less ego deflating or more socially acceptable than the true reason

Maslow’s Hierarchy of Needs – Know the 5 needs and their hierarchical order; which one needs to be met?

1. Physiological
2. Safety
3. Social
4. Esteem
5. Self actualization 

Who proposed the Achievement-Power-Affiliation motivation theory?

McClelland

Two-Factor Theory - Motivators vs hygiene (maintenance) factors: Which can lead to dissatisfaction if absent?

\
* Proposed by Herzberg
* Those related to satisfaction are motivators 
* achievement, recognition, responsibility, potential for growth 
* Those related to ==**dissatisfaction**== are ==**maintenance or hygiene**== **factors** 
* pay, supervision, job security, working conditions 

Expectancy Theory – What 2 things does a high level of motivation require?

A theory by Vroom, Porter, and Lawler.

* Theory based on the belief that people act in such a manner as to increase pleasure and decrease displeasure.

What is position power?

official position in organization

What is personal power?

personal attributes and expertise 

What is legitimate power?

comes from the formal position held by an individual. The higher the position, the higher the power 

What is reward power?

comes from a leader's ability to reward others. ex: increases in pay, benefits, etc

What is coercive power?

comes from the authority of  a leader to punish those who do not comply.

ex: can fire, demote and threaten 

What is expert power?

held by leaders who are competent in their job. knowledge gained through education or experience

What is referent power?

(aka charisma)

* the leader is well liked and admired by others, can influence easily 

What is information power?

based on leaders possession of or access to information that others perceive as valuable 

What is connection power?

based on leaders' connections with influential or important persons outside the organization.

What are the characteristics of a Transformational Leader?

* a transformational leader has charisma, intellectually stimulates followers, and engages in developmental consideration
* occurs when leaders transform or change their followers in ways that lead the followers to:
* Trust the leader.
* Perform behaviors that contribute to the achievement of organizational goals.
* Perform at a high level.

#

What are the three Leadership Development Programs called?

* MBTI 


* Greenberg
* DISC

What is the autocratic basic leadership style?

makes the most decisions 

What is the Laissez-faire basic leadership style?

allows group to make most decisions

What is the democratic basic leadership style?

guides and encourages the group to make decisions

What is a change agent?

person who initiates change, a catalyst

What is diagonal communication?

between departments

* minimizes time and effort by having reports flow directly to a department
* ex: the ordering clerk sends a request directly to the purchasing dep.

What is horizontal communication?

\
*  on the same level 
* ensures quality food is available at the right time and place 
* department head meeting are a way to facilitate this communication

What is a network program?

graphic representation of a project, depicting the flow and sequence of defined activities and events