Restaurant Marketing
Table of Contents
Chapter 1 Introduction to Marketing
What is Marketing?
The Marketing Concept
The Four Ps of Marketing
The Marketing Process
Product Life Cycle
Chapter 2 Accessing Your Business Situation
What Is a Customer Need?
Factors Affecting Your Marketing Environment
Conducting Research
Analyzing Your Customers
Analyzing Your Competitors
Conducting a SWOT Analysis
Developing Your Marketing Strategy
Preparing Your Marketing Plan
Planning the Operational Details
Determining Staffing Needs
Establishing Your Promotion Budget
Conducting a Feasibility Study
Setting Financial Goals
Planning to Evaluate
Chapter 4 Setting Prices
Choosing a Pricing Strategy
Differentiators
External Considerations When Pricing
Internal Considerations When Pricing
Calculating Prices
Components of the Promotion Mix
Planning the Promotion Mix
Identifying Your Audience
Determining Your Promotion Strategies
Selecting Your Promotion Mix
Using Advertising
Using Public Relations
Using Sales Promotions
Using Personal Selling
Using Cooperative Marketing
Planning the Implementation
Preparing Your Staff
Tracking the Promotion
Chapter 6 Evaluation and ROI
Evaluating Return on Investment
Evaluating Operational Externals
Evaluating Operational Internals
Evaluating Promotions
Evaluating the Marketing Plan
