Marketing in Foodservice Operations (Paperback, 1st)

PREFACE

ACKNOWLEDGMENTS

Chapter 1: Marketing for Foodservice Operations

1. The Importance of Marketing

2. The 4 Ps of Marketing

3. Operator’s Challenges in Marketing Products

4. Operator’s Challenges in Marketing Services

Chapter 2: Target Market Identification

1. The Importance of Target Market Identification

2. How Target Markets Are Identified

3. Key Internal Factors Affecting Target Markets

4. Key External Factors Affecting Target Markets

Chapter 3: Creating the Marketing Message

1. The Importance of the Marketing Message

2. The Importance of Branding When Developing the Marketing Message

3. Factors Affecting Product-related Messages

4. Service Offering Messages by Type of Operation

Chapter 4: Delivering the Marketing Message

1. The Importance of Assessing Marketing Channels

2. The Four Classifications of Buyers

3. How Buyers Make Purchase Decisions

4. The Legal, Ethical, and Social Responsibilities of Marketing

Chapter 5: Creating the Marketing Plan

1. The Importance of a Marketing Plan

2. How to Create a Marketing Plan

3. How to Implement a Marketing Plan

4. How to Evaluate the Results of a Marketing Plan

Chapter 6: The Importance of Price in Marketing Efforts

1. The Importance of Pricing in the Marketing Effort

2. The Factors Affecting Foodservice Prices

3. The Methods Used to Price Menu Items

4. How to Evaluate Pricing Efforts in Foodservice Operations

Chapter 7: The Menu As A Marketing Tool

1. The Importance of Effective Menu Design

2. How to Create a Food Menu

3. How To Create a  Beverage Menu

4. How to Create Digital Display Menus

5. Special Concerns for Off-Premise Menus

Chapter 8: Importance of the Foodservice Marketing Mix

1. The Importance of Advertising in the Marketing Mix

2. The Importance of Personal Selling in the Marketing Mix

3. The Importance of Promotion  in the Marketing Mix

4. The Importance of Publicity in the Marketing Mix

5. The Importance of Public Relations in the Marketing Mix

Chapter 9: Web-Based Marketing on Proprietary Sites

1. How to Choose a Primary Domain Name

2. How To Choose a Web Host

3. How To Create A Proprietary Website

4. The Importance of Search Engine Optimization

5. The Importance of a Social Media Presence

Chapter 10: Web-Based Marketing on Third-Party Sites and Apps

1. The Importance of Local Links

2. How To Utilize Third-party Website Partners

3. The Advantages of Third-party Delivery App Partnerships

4. The Disadvantages of Third-party Delivery App Partnerships

Chapter 11: Marketing Management on User-Generated Content Sites

1. The Popularity of User-generated Content (UGC) Sites

2. The Importance of Advertising on UGC Sites

3. The Popularity of UGC Sites Featuring Guest Reviews

4. How To Positively Impact Scores Posted On UGC Review Sites

5. How To Respond To Negative Reviews Posted on UGC Review Sites

Chapter 12: Assessment of Marketing Efforts

1. The Importance of Marketing Effort Evaluation

2. How to Use Marketing Evaluation Tools

3. Considerations for Preparing Next Period Marketing Plans

INDEX