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L-2.2 Intro to Marketing

Horizontales
The combination of all the factors that go into creating, developing, and selling a product.
Particular publications, radio stations, etc., used by a business to deliver advertising messages to its target audience.
Making sure that satisfying the wants and needs of the guest drives the marketing strategy.
A group of people, also known as customers or guests, who desire a product or service.
A packet of information given to media representatives to answer questions they might have about a business or organization; also called a media kit. Press kits also may be given to prospective guests, employees, or investors.
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.
Marketing that treats people as being different from each other and tries to make a focused appeal to a distinct group of guests.
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.
A brief presentation of promotional information written to sound like a news article; also called a news release.
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.
Element of the contemporary marketing mix that consists of all of the food and services offered to guests.
Verticales
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.
The relationships that marketers maintain with media outlets, which in this context includes newspapers, magazines, television, and radio.
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.
The people an operation intends to pursue as guests.
Limited, or short-term, incentives to entice guests to patronize an operation; for example, offering two-for-one entrées.
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.
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.
Marketing that treats everyone in the market as having the same needs and wants.
The process of communicating a business’s message to its market/guests.
The way an operation looks and feels to the guests.