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Marketing Strategy Questionnaire for MBA

The document outlines a questionnaire using Likert's Scale to evaluate managers' perceptions of various marketing strategies in the food service industry, focusing on product, price, place, and promotion. It includes specific factors within each category that impact marketing effectiveness and also lists interview questions aimed at understanding the development of a customer base during the first year of operation. The document emphasizes the importance of both traditional and emerging marketing strategies, as well as the influence of customer feedback and innovation.

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shemllanes016
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113 views4 pages

Marketing Strategy Questionnaire for MBA

The document outlines a questionnaire using Likert's Scale to evaluate managers' perceptions of various marketing strategies in the food service industry, focusing on product, price, place, and promotion. It includes specific factors within each category that impact marketing effectiveness and also lists interview questions aimed at understanding the development of a customer base during the first year of operation. The document emphasizes the importance of both traditional and emerging marketing strategies, as well as the influence of customer feedback and innovation.

Uploaded by

shemllanes016
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

questionnaire:

Likert’s Scale

strongly agree (SA),


agree (A),
average (A), and
disagree (D) and
strongly disagree (SD)

1. Profile of respondents

Type of business

Capitalization

Years of operation

The perception of managers on product in

relation to the marketing strategies of the food

service industry were evaluated by survey of the

impact of these product marketing strategies:

a) special features;

b) high quality food products;

c) completeness of the meal;

d) uniqueness of the food;

e) variation of portions;

f) variety of choices;

g) competitor influence;

h) availability of the food

products;

i) value-added products;

j) dramatic touch of the products;

k) research and development

involvement in the product;

l) expanding and adding choices and options in the menu;


m) specialization of the products for a particular

market;

n) hygienical processing and packaging;

o) creating value and convenience; and

p) developing specialty products and services.

The perception of managers on price in relation to the marketing strategies of the foodservice industry
were evaluated by survey of the impact of these price marketing strategies:

a) lowering price to increase market share;

b) minimizing overhead cost;

c) reasonable and fair prices compared to competitors;

d) unified prices in all outlets of the fast-food chain;

e) variation in prices according to target market (customer status);

f) variation in prices based on prevailing market rates;

g) prices affected by law of supply and demand; h) variation in prices affected by competitor’s price;

i) variation in prices anticipate inflation cost;

j) changing the price without prior notice;

k) prices determined by higher management;

l) price cuts offered to dominate the market;

m)price modification strategies per geographic allocation, promotion, discriminatory price or new
product price;

n) price cuts;

o) price in line with government control price; and

p) market status of price such as leader or follower.

The perception of managers on place(location) in relation to the marketing strategies of the food service
industry were evaluated by survey of the impact of these place marketing strategies:

a) near the target market;

b) situated strategically;

c)innovative equipment and facility design;


d) within the reach of the crowd;

e) most convenient place;

f) accessible through transportation;

g) spacious parking space;

h) within the heart of the city;

i)security for the customers;

j) cozy ambience for the delight of the customers;

k) good venue for every occasion;

l) sufficient seating capacity; and

m) good physical structure

The perception of managers on promotion inrelation to the marketing strategies of the foodservice
industry were evaluated by survey of theimpact of these promotion marketing strategies:

a)sufficient budget for advertising;

b) effectiveadvertising programs such as television, radio,newspaper, billboard, internet advertising;


c)promotional strategies such as trade fairs, sportssponsorship, major sponsorships;

d) promotionalfactors such as advertising, personal selling,premiums, public relations;

e) heavy reliance onadvertisement;

f) strong and effective promotionalstrategies;

g) brand identification and customerloyalty;

h) good promotion in relation to sales;

i)adopting unique selling propositions;

j) promotionalbudget based on sales;

k) value meal as promotionaltool;

l) word of mouth promotion;

m) TV celebritiesas endorsers;

n) catchphrase/motto for easy buyer’srecall;

o) sponsoring summer kid’s activity.

[Link]
referer=&httpsredir=1&article=3567&context=dissertations
Interview Questions

1. What marketing strategies do you use to develop a customer base during the

first year?

2. What marketing strategies are most important when developing a customer

base during the first year?

3. What types of marketing strategies do you find are the most successful during

the first year?

4. How do you evaluate marketing strategies’ success when developing a

customer base during the first year?

5. What experiences do you have utilizing traditional marketing strategies to

develop a customer base during the first year?

6. What experiences do you have utilizing emerging marketing strategies to

develop a customer base during the first year?

7. What are your experiences with push versus pull marketing when developing

a customer base during the first year?

8. How does customer word of mouth influence the marketing strategies you use

to develop a customer base during the first year?

9. How does consumer-driven marketing influence the strategies you use to

develop a customer base during the first year?

10. How does innovation influence the marketing strategies you use to develop a

customer base during the first year?

11. What additional information you would like to provide that I did not already

ask?
• What marketing strategies do you use to develop a customer base during the first year? • What
experiences do you have utilizing emerging marketing strategies to develop a customer base during the
first year? • How does customer word of mouth impact the marketing strategies you use to develop a
customer base during the first year?

Common questions

Powered by AI

Unified prices across all outlets in a fast-food chain ensure price consistency, which simplifies marketing communication and enhances customer trust by providing predictable pricing. It also helps manage customer expectations and can streamline operational efficiencies .

Strategic location plays a critical role in place marketing strategies by ensuring accessibility, visibility, and convenience for customers. It includes being near target markets, having spacious parking spaces, and ensuring customer security, which collectively enhance the customer experience and drive sales .

Managers perceive high quality food products through special features, completeness of the meal, hygienical processing and packaging, and unique aspects of food. These factors contribute to the product's perceived value and are essential in developing effective marketing strategies .

The law of supply and demand affects pricing strategies by requiring businesses to adjust prices based on market fluctuations and customer demand levels. This approach ensures prices remain competitive and adaptable to changes in market conditions, which is crucial for sustaining profitability .

Research and development impact product marketing strategies by fostering innovation and creating value-added products that meet evolving consumer preferences. R&D involvement helps in expanding menu options, developing specialty products, and ensuring that offerings remain competitive and aligned with market demands .

Word of mouth promotion is highly significant as it enhances brand credibility and trustworthiness. It utilizes customer satisfaction to naturally spread brand visibility and can often be more effective than traditional advertising due to personal recommendation aspects .

Promotional strategies critical for brand identification and customer loyalty include effective advertising programs, strong promotional strategies, adopting unique selling propositions, and leveraging word-of-mouth promotion and endorsements by TV celebrities to create a resonant brand image .

Price variation according to target market allows food service managers to tailor their pricing strategies to different customer demographics, affecting market penetration and personalization in promotional efforts. This approach can maximize profits by targeting specific segments with tailored price offerings .

Specialization of products for particular market segments allows businesses to tailor offerings to specific consumer needs, enhancing relevance and appeal. This approach can lead to higher customer satisfaction, improved brand loyalty, and increased market share within targeted demographics .

Price cuts serve as a market domination strategy by making products more financially accessible, thereby increasing market share. This approach can also drive competitors to adjust their pricing, thus positioning the business as a market leader through competitive pricing models .

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