Quotes

"If service standards are not carefully identified and documented for future reference, the standards may not be known and followed by all. If that happens, the result can be the misuse of employee time, a waste of resources, and decreased profits." (276)

“The primary purpose for operating the facility would still be to support the mission of the organization operating it rather than to maximize profits." (93)

“When first entering an establishment, guests will make assumptions about it based on the cleanliness and attractiveness of its walkways, doors, windows, foyers, entrance, and waiting areas.” (40)

“These are areas in which the business excels.” (104)

“To be fully successful, a restaurant or foodservice operation must meet the needs of customers better than its competitors. Managers must understand who their competitors are and how much of a threat they pose to the success of the operation.” (60)

“ One way to determine opportunities is to look at strengths with an eye for building on them and to look at weaknesses to see if eliminating them can create opportunities.” (104) 

“This analysis is done so that the weaknesses can later be eliminated or turned into strengths. “ (104)

A well-constructed brand position statement is of immense value for managers because it helps them determine the marketing strategy and tactics that will be developed in their formal marketing plans. (23)

A competitive point of difference can be part of a marketing strategy to separate one operation from its competition. (254)

If managers’ marketing strategies create service expectations for their customers, those expectations must be met every time and at each moment of truth.(254)

While product, promotion, and place have always commanded a great deal of attention from managers, only recently have these professionals begun to truly appreciate the significance of price in the 4 Ps marketing mix. (29)

The important point for restaurant and foodservice managers to remember is that price can be perceived very differently by different buyers or even by the same buyer at different times. (29)

experienced managers know that, in their business, product, promotion, place, and price are important in establishing a brand position, but service quality is even more important to long-term success. (32)

Promotion is the manner in which an operation communicates with its customers. (30)

the 4 Ps of marketing are product, price, place, and promotion. When managers elect to feature service as a major PR campaign emphasis, they can choose to highlight one or both of two additional service-related Ps. (175)

At the start of the implementation phase, managers break the plan into discrete tasks, assigning resources to each one.  (121)

A business plan may also contain background information about the organization or individuals attempting to reach the objectives set for a business. (122)

Once a marketing evaluation is completed, it is important to use the information obtained to identify how to improve the success of both the plan and the business. (15)

This evaluation helps them identify areas that may need improvement to support their marketing plans. (18)

One of the best methods for understanding a target market is to develop a guest profile. (6)