Marketing & Sales Management Flashcards
7 cards from real CFSP practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Marketing & Sales Management flashcards as text
What does 'RevPASH' measure in foodservice sales analysis?
Answer: Revenue Per Available Seat Hour
RevPASH (Revenue Per Available Seat Hour) measures how efficiently a restaurant generates revenue from its seating capacity over time, combining occupancy and check average.
A restaurant's average check is $22 and its customer retention rate is 65%. What marketing strategy would MOST directly improve long-term revenue?
Answer: Implementing a structured loyalty rewards program
A loyalty rewards program directly addresses customer retention by incentivizing repeat visits, which is more cost-effective than constantly acquiring new customers.
Which of the following is an example of primary market research for a foodservice operation?
Answer: Conducting in-house customer surveys about menu preferences
Primary research is collected directly from original sources — in this case, surveying actual customers yields first-hand data specific to the operation.
What is 'customer lifetime value' (CLV) in the context of foodservice marketing?
Answer: The projected total revenue a customer generates over their entire relationship with the operation
CLV represents the total net revenue a business can expect from a customer over the entire duration of their relationship, guiding investment in retention strategies.
A catering company wishes to expand its corporate lunch business. Which marketing approach would be MOST effective?
Answer: Sending personalized proposals and sample menus to HR managers at nearby companies
B2B catering sales require direct outreach to decision-makers like HR or office managers, making personalized proposals far more effective than broad consumer advertising.
What is the primary function of a 'mystery shopper' program in foodservice?
Answer: To evaluate service, food quality, and operations from a customer's perspective
Mystery shopper programs use anonymous evaluators to assess the actual customer experience, providing objective data on service quality, food consistency, and operational standards.
Which element of the promotional mix involves non-paid, third-party media coverage of a foodservice operation?
Answer: Public relations
Public relations encompasses activities that generate unpaid media coverage (press releases, events, community involvement) to build brand image and awareness.