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[enter]. Food % Beverage Marketing. O ğuz Benice Bilkent University TH S 52126 F&B Operations Spring 200 8. What is Marketing ?. Definition 1 Seing the business from the perspective of the guest. Idea-Screeming Process. Does the idea meet customer’ s needs?

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  1. [enter]

  2. Food % Beverage Marketing Oğuz BeniceBilkent UniversityTHS52126 F&BOperations Spring 2008

  3. What is Marketing ? • Definition 1Seing the business from the perspective of the guest.

  4. Idea-Screeming Process • Does the idea meet customer’s needs? • Is the group of customers with these needs large enough to make the idea worthwhile • Does the food and beverage operator or potential operator have the necessary resources available to deliver the idea? • Will the idea generate a benefit to the operation? 

  5. Feasibility Study • A feasibility study should be conducted before a food service operation is constructed or purchased, which includes: • Identifying market area characteristics • Evaluating the proposed site • Analyzing the competition • Estimating demand • Projecting operating results

  6. Marketing Plan • Sales1. Internal selling2. Internal merchandising3. External selling • Advertising • Public Relations and Publicity 

  7. Internal Selling • Suggestive selling • Internal merchandising Purpose is to increase revenue from guests who are already at the restaurant. 

  8. Internal Merchandising • Couponning • Product sampling • Contests • Packages • Premiums • Gift certificates • Discounting • Bonus offers • Frequent diner programs

  9. Internal Merchandising - Purpose • Increase the public awareness of the product • Attract new guest • Keep regular guest happy • Increase sales during slow period. 

  10. Advertising • Outdoor advertising • Newspaper • Magazines • Radio • Television • Direct mail • Internet • Other 

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