New
Edition! (#206)
Marketing In The 21st Century
By Lloyd M. Gordon - $59.95
 A
practical help do-it-yourself guide to marketing your food service. For owner
operators of independent as well as unit managers of chain operations.
Marketing is more than advertising. There are many twists and turns that can
make a difference between success or failure in attracting your select market
and holding them.
This book helps you develop daily, weekly and monthly programs to utilize
in your own food service operations as you deem necessary. It is a valuable
tool for both food service operators from fast food up to fine dine and everything
in between.
This comes in loose leaflet form so you may add, remove, or copy pages as
you require. It is set up so you may easily begin to accumulate your own information
from your past marketing activities, trade publications and other marketing
sources.
Format: Three ring binder, loose leaf, 95 pages
List of Topics
Introduction
Chapter One - What is Marketing for Restaurants?
- How to understand Marketing of your restaurant Part I
- How to understand Marketing of your restaurant Part II
- Understanding Marketing for Greater Profits.
- Marketing Must be Adapted to the Stage of Life of your Restaurant Part I
- Marketing Must be Adapted to the Stage of Life of your Restaurant Part II
Chapter Two - How Marketing affects your customer
- Keep up appearances
- Pleasure is in the Eye of the Beholder
- Operation "Eye Check"
- Combat negative hospitality
- Pricing Strategies can Improve Customer Acceptance.
- The Importance of Taste in Food Acceptability
Chapter Three - Tools to use in Marketing.
- System Approach to Menu Planning.
- Your Catering Menu is Your Marketing Tool
- How to Evaluate Your Competition
- TV or Not TV? That's The Question
- Know Your Advertising Goal
- Is it a Fad or a Trend
- Catering Today can Expand Your Future Profit Base
- Marketing and the "Joseph" Principle
Chapter Five - Effective Techniques to use in Marketing
- Marketing is a Science.
- Use a Press Release for Free Publicity
Chapter Six - Specific Case Studies
- Two Thoughts on How to Get and Keep Customers
- Are Aliens from outer Space Opening New Restaurants?
- Use your Food Service to Blow Your Own Horn
- Good Pricing Strategy can help Your Catering Grow
- Market Your Restaurant for Business Meetings
Chapter Seven - Additional Information
Look at some juicy info
from the first pages of this book. . .
"The object of positioning is to solve the problem of customer realization
of differences in restaurants. You must create in the consumer's mind a clear
picture of what your product is, its unique points of difference in comparison
to competitive products, and its value to the buyer.
"To stand out from the crowd, independent operators have to be creative
and aggressive. They have to fine-tune their concepts to creating well defined "unique
selling propositions." To determine what that unique selling proposition
should be, you must know your Direct Marketing Area (DMA); assess your own strengths
and weaknesses; and evaluate what customers think of your operations.
"Decor, menu, employees, advertising, promotions, location and other
marketing tools can be used to reinforce the position you select for your restaurant.
Positioning is a long-term process, and must be consistent. Your goal must be
to make your operation the most popular in your DMA To be successful, you have
to be thought of as the place to dine ahead of all others."
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