{"product_id":"marketing-in-foodservice-operations-isbn-9781394208333","title":"Marketing in Foodservice Operations","description":"\u003cp\u003e\u003cb\u003eA concise and up-to-date treatment of foodservice marketing with an emphasis on digital and mobile-friendly strategies\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eIn \u003ci\u003eMarketing in Foodservice Operations\u003c\/i\u003e, a team of distinguished foodservice educators and practitioners delivers an insightful and practical exploration of contemporary foodservice marketing. Capturing the wide range of dramatic changes that have gripped the discipline in the last two decades, the book discusses basic marketing information and includes a heavy emphasis on modern forms of digital marketing in the industry. \u003c\/p\u003e\u003cp\u003eLearn how to identify a target market and create a marketing plan, as well as how menu prices impact an organization’s marketing. The authors also describe how to use a foodservice operation’s menu as a marketing tool and consider the importance of an active social media presence visible to the target market. Other contents include: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eA complete introduction to the development, implementation, and evaluation of a foodservice marketing plan\u003c\/li\u003e \u003cli\u003eComprehensive explorations of traditional and contemporary foodservice marketing strategies\u003c\/li\u003e \u003cli\u003ePractical discussions of digital foodservice marketing techniques, including social media plans\u003c\/li\u003e \u003cli\u003eInsightful treatments of mobile-friendly marketing strategies\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003ePerfect for students in foodservice-related courses, \u003ci\u003eMarketing in Foodservice Operations\u003c\/i\u003e will also benefit foodservice establishment owners and operators and professionals working in colleges, hospitals, nursing homes, and more. \u003c\/p\u003e\u003cp\u003ePreface ix\u003c\/p\u003e \u003cp\u003eAcknowledgments xiii\u003c\/p\u003e \u003cp\u003eDedication xv\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Marketing for Foodservice Operations 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Importance of Marketing 2\u003c\/p\u003e \u003cp\u003eWho 3\u003c\/p\u003e \u003cp\u003eWhat 4\u003c\/p\u003e \u003cp\u003eWhere 4\u003c\/p\u003e \u003cp\u003eWhen 5\u003c\/p\u003e \u003cp\u003eHow 5\u003c\/p\u003e \u003cp\u003eThe 4 Ps of Marketing 5\u003c\/p\u003e \u003cp\u003eProduct 6\u003c\/p\u003e \u003cp\u003ePlace 7\u003c\/p\u003e \u003cp\u003ePrice 8\u003c\/p\u003e \u003cp\u003ePromotion 9\u003c\/p\u003e \u003cp\u003eOperators’ Challenges in Marketing Products 11\u003c\/p\u003e \u003cp\u003eQuality 11\u003c\/p\u003e \u003cp\u003eQuantity 12\u003c\/p\u003e \u003cp\u003eDelivery Method 12\u003c\/p\u003e \u003cp\u003eValue Perception 13\u003c\/p\u003e \u003cp\u003eOperators’ Challenges in Marketing Services 14\u003c\/p\u003e \u003cp\u003eIntangibility 15\u003c\/p\u003e \u003cp\u003eInseparability 15\u003c\/p\u003e \u003cp\u003eConsistency 16\u003c\/p\u003e \u003cp\u003eLimited Capacity 17\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Target Market Identification 21\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Importance of Target Market Identification 22\u003c\/p\u003e \u003cp\u003eWhy Target Markets Must Be Identified 23\u003c\/p\u003e \u003cp\u003eHow Target Markets Are Identified 24\u003c\/p\u003e \u003cp\u003eIdentifying the Needs of a Target Market 29\u003c\/p\u003e \u003cp\u003eInternal Factors Affecting Target Markets 33\u003c\/p\u003e \u003cp\u003ePhysical Facilities 33\u003c\/p\u003e \u003cp\u003eStaff Capabilities 35\u003c\/p\u003e \u003cp\u003eExternal Factors Affecting Target Markets 38\u003c\/p\u003e \u003cp\u003eThe Economic Environment 38\u003c\/p\u003e \u003cp\u003eLegal Requirements 39\u003c\/p\u003e \u003cp\u003eVendor and Product Availability 40\u003c\/p\u003e \u003cp\u003eThe Competitive Environment 40\u003c\/p\u003e \u003cp\u003eThe Social Environment 42\u003c\/p\u003e \u003cp\u003eTechnology 43\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Creating the Marketing Message 48\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Marketing Message and Importance of Branding 49\u003c\/p\u003e \u003cp\u003eThe Marketing Message 50\u003c\/p\u003e \u003cp\u003eBranding Defined 50\u003c\/p\u003e \u003cp\u003eDeveloping a Unique Brand 51\u003c\/p\u003e \u003cp\u003eProduct-Focused Branding 54\u003c\/p\u003e \u003cp\u003eService-Focused Branding 54\u003c\/p\u003e \u003cp\u003eFactors Affecting Product- Related Messages 55\u003c\/p\u003e \u003cp\u003eProduct Quality 56\u003c\/p\u003e \u003cp\u003ePreparation Method 58\u003c\/p\u003e \u003cp\u003eServing Size 58\u003c\/p\u003e \u003cp\u003ePrice 59\u003c\/p\u003e \u003cp\u003eConvenience 61\u003c\/p\u003e \u003cp\u003eLocation 62\u003c\/p\u003e \u003cp\u003eService Offering Messages by Type of Operation 64\u003c\/p\u003e \u003cp\u003eNon-Commercial Operations 65\u003c\/p\u003e \u003cp\u003eQuick Service Restaurants (QSRs) 66\u003c\/p\u003e \u003cp\u003eFast Casual Restaurants 66\u003c\/p\u003e \u003cp\u003eCasual Service Restaurants 67\u003c\/p\u003e \u003cp\u003eFine Dining\/Upscale Restaurants 68\u003c\/p\u003e \u003cp\u003eGhost Operations 69\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Delivering the Marketing Message 72\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAssessing Marketing Channels 73\u003c\/p\u003e \u003cp\u003eMarketing Channel Options 73\u003c\/p\u003e \u003cp\u003eAssessing New Communication Channels 81\u003c\/p\u003e \u003cp\u003eUnderstanding Buyer Behavior 83\u003c\/p\u003e \u003cp\u003eThe Four Buyer Types 83\u003c\/p\u003e \u003cp\u003eBuyer Behavior 86\u003c\/p\u003e \u003cp\u003eOperator Responsibilities in Target Market Messaging 88\u003c\/p\u003e \u003cp\u003eLegal Responsibilities 89\u003c\/p\u003e \u003cp\u003eEthical Responsibilities 90\u003c\/p\u003e \u003cp\u003eSocial Responsibilities 91\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Creating the Marketing Plan 95\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Need for a Written Marketing Plan 96\u003c\/p\u003e \u003cp\u003eAdvantages of Developing a Formal Marketing Plan 98\u003c\/p\u003e \u003cp\u003eChallenges in Marketing Plan Development 99\u003c\/p\u003e \u003cp\u003eCreating the Marketing Plan 101\u003c\/p\u003e \u003cp\u003eIdentification of Marketing Strategies 104\u003c\/p\u003e \u003cp\u003eIdentification of Marketing Tactics 106\u003c\/p\u003e \u003cp\u003eCreation of Marketing Plan Cost Estimates 108\u003c\/p\u003e \u003cp\u003eImplementing the Marketing Plan 109\u003c\/p\u003e \u003cp\u003eDetermining What Will Be Done 109\u003c\/p\u003e \u003cp\u003eDetermining When It Will Be Done 110\u003c\/p\u003e \u003cp\u003eDetermining Who Will Do It 110\u003c\/p\u003e \u003cp\u003eImportance of Staff Efforts to Implement Marketing Plans 111\u003c\/p\u003e \u003cp\u003eEvaluation of Marketing Plan Results 115\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 The Importance of Price in Marketing Efforts 119\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePricing for Profits 120\u003c\/p\u003e \u003cp\u003eThe Importance of Pricing 121\u003c\/p\u003e \u003cp\u003eThe Operator’s View of Price 121\u003c\/p\u003e \u003cp\u003eThe Guest’s View of Price 122\u003c\/p\u003e \u003cp\u003eFactors Affecting Menu Pricing 124\u003c\/p\u003e \u003cp\u003eEconomic Conditions 124\u003c\/p\u003e \u003cp\u003eLocal Competition 125\u003c\/p\u003e \u003cp\u003eLevel of Service 125\u003c\/p\u003e \u003cp\u003eType of Guest 126\u003c\/p\u003e \u003cp\u003eProduct Quality 126\u003c\/p\u003e \u003cp\u003ePortion Size 127\u003c\/p\u003e \u003cp\u003eDelivery Method 128\u003c\/p\u003e \u003cp\u003eMeal Period 129\u003c\/p\u003e \u003cp\u003eLocation 129\u003c\/p\u003e \u003cp\u003eBundling 130\u003c\/p\u003e \u003cp\u003eMethods of Food and Beverage Pricing 131\u003c\/p\u003e \u003cp\u003eCost-Based Pricing 132\u003c\/p\u003e \u003cp\u003eContribution Margin- Based Pricing 135\u003c\/p\u003e \u003cp\u003eEvaluation of Pricing Efforts 137\u003c\/p\u003e \u003cp\u003eMenu Engineering 137\u003c\/p\u003e \u003cp\u003eMenu Modifications 141\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 The Menu as a Marketing Tool 145\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Importance of the Menu 146\u003c\/p\u003e \u003cp\u003eThe Menu as a Marketing Tool 147\u003c\/p\u003e \u003cp\u003eTypes of Menus 147\u003c\/p\u003e \u003cp\u003eThe Menu Development Team 149\u003c\/p\u003e \u003cp\u003eLegal Aspects of Menu Design 149\u003c\/p\u003e \u003cp\u003eCreating the Food Menu 151\u003c\/p\u003e \u003cp\u003eIdentifying Menu Categories 152\u003c\/p\u003e \u003cp\u003eSelecting Individual Menu Items 153\u003c\/p\u003e \u003cp\u003eWriting Menu Copy 154\u003c\/p\u003e \u003cp\u003eKey Factors in Successful Food Menu Design 155\u003c\/p\u003e \u003cp\u003eCreating the Beverage Menu 157\u003c\/p\u003e \u003cp\u003eBeer Menus 157\u003c\/p\u003e \u003cp\u003eWine Lists 158\u003c\/p\u003e \u003cp\u003eSpirit Menus 159\u003c\/p\u003e \u003cp\u003eDigital Display Menus 162\u003c\/p\u003e \u003cp\u003eOn-site Digital Menus 162\u003c\/p\u003e \u003cp\u003eOn-user Device Digital Menus 163\u003c\/p\u003e \u003cp\u003eSpecial Concerns for Off- Premise Menus 165\u003c\/p\u003e \u003cp\u003eChoosing Takeaway Menu Items 166\u003c\/p\u003e \u003cp\u003ePackaging Takeaway Menu Items 166\u003c\/p\u003e \u003cp\u003eHolding Takeaway Menu Items for Pickup or Delivery 168\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Importance of the Foodservice Marketing Mix 172\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAdvertising 173\u003c\/p\u003e \u003cp\u003eThe Purpose of Advertising 174\u003c\/p\u003e \u003cp\u003eDeveloping the Advertising Message 176\u003c\/p\u003e \u003cp\u003eDetermining the Best Message Delivery Channel 178\u003c\/p\u003e \u003cp\u003ePersonal Selling 179\u003c\/p\u003e \u003cp\u003eThe Goals of In- person Selling 180\u003c\/p\u003e \u003cp\u003eOn-Premise Personal Selling 181\u003c\/p\u003e \u003cp\u003eOff-Premise Personal Selling 182\u003c\/p\u003e \u003cp\u003ePromotions 183\u003c\/p\u003e \u003cp\u003eThe Purpose of Promotions 183\u003c\/p\u003e \u003cp\u003ePromotions for All Customers 184\u003c\/p\u003e \u003cp\u003ePromotions for Loyal Customers 185\u003c\/p\u003e \u003cp\u003ePublicity 187\u003c\/p\u003e \u003cp\u003eInitiating Positive Publicity 187\u003c\/p\u003e \u003cp\u003eAddressing Negative Publicity 189\u003c\/p\u003e \u003cp\u003ePublic Relations 191\u003c\/p\u003e \u003cp\u003eMedia Affiliations and Successful Public Relations 191\u003c\/p\u003e \u003cp\u003eCommunity Relations and Successful Public Relations 192\u003c\/p\u003e \u003cp\u003eEmployee Relations and Successful Public Relations 193\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Web- Based Marketing on Proprietary Sites 197\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChoosing the Primary Domain Name 198\u003c\/p\u003e \u003cp\u003eChoosing the Website Host 201\u003c\/p\u003e \u003cp\u003eThe Proprietary Website 204\u003c\/p\u003e \u003cp\u003eWebsite Design 206\u003c\/p\u003e \u003cp\u003eWebsite Content 208\u003c\/p\u003e \u003cp\u003eWebsite Traffic Tracking 211\u003c\/p\u003e \u003cp\u003eSearch Engine Optimization 212\u003c\/p\u003e \u003cp\u003eHow Search Engines Work 213\u003c\/p\u003e \u003cp\u003eChoosing Keywords and Phrases 214\u003c\/p\u003e \u003cp\u003eSocial Media Sites 216\u003c\/p\u003e \u003cp\u003eThe Importance of Social Media 216\u003c\/p\u003e \u003cp\u003ePosting Content on Social Media Sites 217\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Web-Based Marketing on Third- Party Sites and Apps 222\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Importance of Local Linkage 223\u003c\/p\u003e \u003cp\u003eMarketing on Third-Party-Operated Websites 226\u003c\/p\u003e \u003cp\u003ePartnering with Third-Party Delivery Apps 231\u003c\/p\u003e \u003cp\u003eAdvantages of Third-Party Delivery App Partnerships 232\u003c\/p\u003e \u003cp\u003eDisadvantages of Third-Party Delivery App Partnerships 234\u003c\/p\u003e \u003cp\u003eSelf-Delivery Options 239\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Marketing Management on User- Generated Content Sites 245\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Importance of User-Generated Content (UGC) Sites 246\u003c\/p\u003e \u003cp\u003eAdvertising on User-Generated Content (UGC) Sites 247\u003c\/p\u003e \u003cp\u003ePopularity of User-Generated Content (UGC) Sites Featuring Guest Reviews 249\u003c\/p\u003e \u003cp\u003eHistorical Perspective 250\u003c\/p\u003e \u003cp\u003eMotivation of Reviewers 252\u003c\/p\u003e \u003cp\u003eImproving Scores on User-Generated Content (UGC) Review Sites 255\u003c\/p\u003e \u003cp\u003eIncreasing the Number of User Reviews 256\u003c\/p\u003e \u003cp\u003eIncreasing the Scores on User Reviews 259\u003c\/p\u003e \u003cp\u003eResponding to Negative User Reviews 261\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 Assessment of Marketing Efforts 266\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Importance of Evaluating Marketing Efforts 267\u003c\/p\u003e \u003cp\u003eAssessment of Marketing Strategies 269\u003c\/p\u003e \u003cp\u003eAssessment of Marketing Tactics 270\u003c\/p\u003e \u003cp\u003eMarketing Evaluation Tools 273\u003c\/p\u003e \u003cp\u003eTools for Financial Evaluations 274\u003c\/p\u003e \u003cp\u003eTools for Nonfinancial Evaluation 281\u003c\/p\u003e \u003cp\u003ePreparing Next-Period Marketing Plans 284\u003c\/p\u003e \u003cp\u003eSWOT Analysis 284\u003c\/p\u003e \u003cp\u003eSetting Next-Period Strategies and Goals 288\u003c\/p\u003e \u003cp\u003eSummary 289\u003c\/p\u003e \u003cp\u003eGlossary G-1\u003c\/p\u003e \u003cp\u003eIndex I-1\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eDavid Hayes, PhD, \u003c\/b\u003ehas taught hospitality courses at Purdue University, Texas Tech University, The University of Houston, and Lansing Community College. He has served as the Vice President of Broadcast and Video Training for the American Hotel \u0026amp; Lodging Educational Institute. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eJack Ninemeier, PhD, \u003c\/b\u003eis an Emeritus Professor in the School of Hospitality Business at Michigan State University. He has many years’ experience developing and providing training and resource materials for commercial and non-commercial foodservice operations. He has also written several hundred articles for trade journals and created training monographs. \u003c\/p\u003e\u003cp\u003ePart of Wiley’s \u003ci\u003eFoodservice Operations: The Essentials \u003c\/i\u003eseries.   \u003c\/p\u003e\u003cp\u003e\u003cb\u003eA concise and up-to-date treatment of foodservice marketing with an emphasis on digital and mobile-friendly strategies\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eIn \u003ci\u003eMarketing in Foodservice Operations\u003c\/i\u003e, a team of distinguished foodservice educators and practitioners delivers an insightful and practical exploration of contemporary foodservice marketing. Capturing the wide range of dramatic changes that have gripped the discipline in the last two decades, the book discusses basic marketing information and includes a heavy emphasis on modern forms of digital marketing in the industry. \u003c\/p\u003e\u003cp\u003eLearn how to identify a target market and create a marketing plan, as well as how menu prices impact an organization’s marketing. The authors also describe how to use a foodservice operation’s menu as a marketing tool and consider the importance of an active social media presence visible to the target market. Other contents include: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eA complete introduction to the development, implementation, and evaluation of a foodservice marketing plan\u003c\/li\u003e \u003cli\u003eComprehensive explorations of traditional and contemporary foodservice marketing\u003c\/li\u003e \u003cli\u003ePractical discussions of digital foodservice marketing techniques, including social media plans and mobile-friendly strategies\u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003ePerfect for students in foodservice-related courses, \u003ci\u003eMarketing in Foodservice Operations \u003c\/i\u003ewill also benefit foodservice establishment owners and operators and professionals working in colleges, hospitals, nursing homes, and more.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989575581925,"sku":"NP9781394208333","price":68.5,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781394208333.jpg?v=1761784662","url":"https:\/\/k12savings.com\/products\/marketing-in-foodservice-operations-isbn-9781394208333","provider":"K12savings","version":"1.0","type":"link"}