29 Jun Saint MKt301 final exam 2017
Question
Scenario Essay Questions
You are the marketing expert for a consulting firm hired to develop a marketing plan for a new tourist restaurant in Florida based on a magical fantasy-type theme (think Hogwarts from Harry Potter). The restaurant is similar to other themed restaurants, such as Medieval Times or Capone’s found in Orlando, FL, and other tourist destinations, and features a themed menu and entertainment.
Question 1.1.Branding
Describe the concept of a brand image, being sure to include the relationship between what the consumer sees or hears and consumer behavior.
Provide your restaurant clients with TWO traits you believe should be part of their brand image, and explain WHY you think the traits are important.
2. Part of the marketing plan for the themed restaurant is a feature and benefit analysis.
Describe the concepts of feature and benefit, and define each of the two.
3. Your firm has a meeting with the restaurant clients next week, and you have been assigned to prepare a briefing on what they should expect in a marketing plan.
Describe FIVE parts that you would include in the plan and the concept(s) included in each. Be specific and provide enough detail that a non-marketing person can understand the concept.
4. The restaurant clients want you to develop an IMC plan for their launch. You know there are several types of Integrated Marketing Communications; however, your clients are not familiar with them.
List and describe or define FOUR major types of IMC. Be specific and include enough detail that your clients understand each type.
5. The restaurant clients have asked your consulting firm to help them establish a pricing strategy.
Describe three pricing strategy options that the restaurant owners might consider. Describe each and under what circumstances they would use them.
6. List the five environmental forces discussed, and briefly describe each of them
7. The restaurant wants to know how many dinners they must sell to breakeven.
Briefly describe the concept of breakeven analysis (based on unit volume) and why it matters to the restaurant managers.
If you were the restaurant’s marketing manager, how would you use the breakeven information?
Using the following information, how many dinners do they need to sell to breakeven?
8. The client is trying to decide how to segment his target marketing and needs your consulting firm’s help.
Describe the concept of segmentation and what benefit(s) he might get from having a segmentation plan.
Provide your client with a list of the types of segmentation factors, and provide three (3) examples of factors you might include in each type.
9. You and your staff are using the marketing mix to outline the project.
Begin by listing the 7Ps in the mix, and provide a brief (bullets are acceptable) definition of each.
Select any three you believe are relevant to the project, and give a specific example of how they apply to the restaurant.
10. Locate the advertisement on page 450 of the textbook (15th Edition) and answer the following:
Who is the target audience? Be specific and provide examples of demographic and psychographic traits for the target audience. Support the rationale behind your answer.
Describe the message the advertisers are trying to communicate. Are they successful in communicating that message? How does this message connect to the target audience? Be sure you consider the image and text in your answer.
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