Marketing and sales promotion in Food and Beverage operations
“Marketing is the analysis, planning, implementation and control of carefully formulated program designed to bring about voluntary exchanges of values with target markets for the purpose of achieving organizational objectives. It relies heavily on designing the organization’s offering in terms of the target markets’ needs and desires and on using effective pricing, communication and distribution to inform, motivate and service the markets.”
Characteristics of marketing:
? It is a managerial process, which involves analysis, planning, implementation and control.
? It can be defined as a social process, which identifies, expends and serves the material needs of a society.
? It attempts to bring about voluntary exchanges of values.
? It means selection of target markets rather than attempt to serve every market.
? The purpose of marketing is to assist organization in their survival and growth by serving their markets more effectively.
Selling and marketing
Selling focuses on the needs of seller, Marketing on the needs of the buyer. Selling is preoccupied with the seller’s need to convert his product into cash; marketing with the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering and finally consuming it.
Consumer oriented market philosophy
1. Identifying the needs of diners. This is done through market research.
2. The market opportunities have to be analyzed through market segmentation.
3. The needs of the diners have to be translated i ...