Chapter 1-Introduction to Marketing CA2

1234567891011121314151617181920212223242526
Across
  1. 2. Modification of the standard marketing model, which uses the "four Ps," to reflect the complexities and challenges operations now face in today's highly competitive restaurant and foodservice industry, it consists of three primary elements: Product-service mix, presentation mix, and communication mix.
  2. 5. When two of more sponsors develop complementary promotions or offer complementary promotional materials; for example, a restaurant hands out coupons for free admission to a sporting event, and the sports arena hands out coupons for a free appetizer at the restaurant.
  3. 9. A group of people, also known as customers or guests, who desire a product or service.
  4. 10. The way an operation looks and feels to the guests.
  5. 13. Personal interactions between staff and guests that work to communicate on operation's message and solidify an operations credibility and identity in the market.
  6. 15. The process by which an operation interacts with the community at large in order to build good relations with the community, gain favorable publicity, and enhance the operation's image; for example, sponsoring local sports teams or holding a charity event; Also known as PR.
  7. 17. Element of the contemporary marketing mix that consists of all of the food and services offered to guests.
  8. 19. Paying to present or promote an operation's products, services, or identity; advertising can be conducted through multiple mediums, such as television, radio, newspapers, storefronts, and the internet.
  9. 20. The combination of all the factors that go into creating, developing, and selling a product.
  10. 22. The relationships that marketers maintain with media outlets, which in this context includes newspapers, magazines, television, and radio.
  11. 23. Interacting with the people in the local area to create awareness of and trust for an operation; examples include activities such as hosting charity events, giving tours, and sponsoring sports teams as a way to "give back" to the community while also providing benefits for both a restaurant and its management.
  12. 24. Marketing that treats people as being different from each other and tries to make a focused appeal to a distinct group of guests.
  13. 25. Marketing that treats everyone in the market as having the same needs and wants
  14. 26. All the elements that make an operation look unique and contribute to its identity, including the layout, size, type of furniture used, decorations, color scheme, lighting, and service uniforms.
Down
  1. 1. Making a concerted effort to connect directly with a certain segment of the market; for example, direct mail or emails, telephone calls, website feedback or interaction, and even table-side feedback.
  2. 3. A packet of information given to media representatives to answer questions they might have about a business or organization; also called a media kit; also may be given to prospective guests, employees, or investors.
  3. 4. Limited, or short-term, incentives to entice guests to patronize an operation; for example, offering two-for-one entrées.
  4. 6. The process of identifying an operation's strengths, weaknesses, opportunities, and threats as a simple way for the management of an operation to understand its current situation and take advantage of the opportunities open to it; also called a situation assessment.
  5. 7. Making sure that satisfying the wants and needs of the guest drives the marketing strategy.
  6. 8. A list of steps an operation must take to sell a product or service to a specific market, every marketing plan will have five main components: (1) research the market, (2) establish objectives, (3) develop a marketing strategy, (4) implement an action plan, and (5) evaluate/modify the action plan as needed.
  7. 11. A brief presentation of promotional information written to sound like a news article; also called a news release.
  8. 12. The ways in which an operation goes about the process of communicating with its market; the promotional mix can consist of any or all of the following: advertising, sales promotions, personal selling, public relations, and direct marketing.
  9. 14. Particular publications, radio stations, etc., used by a business to deliver advertising messages to its target audience.
  10. 16. All of the ways an operation actively tries to reach, or communicate with, its desired guests, including through advertising, as well as through its menu, guest survey requests and other guest feedback requests, local community outreach, and Internet social networking sites.
  11. 18. The people an operation intends to pursue as guests.
  12. 21. The process of communicating a business's message to its market/guests.